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Go Gaga with Your Marketing

Go Gaga with Your Marketing


Take it away! This is the 25th in a series of posts that have been featured on Fonteva’s blog to highlight important strategies associations can take away from other industries. In today’s sixth-degrees-of-separation world, your members are assessing your association not just in comparison to similar organizations but in relation to the totality of their experiences as consumers. As such, we want to help you stay abreast of key trends and best practices, those takeaways that may benefit your association.

While she may not have a current Top 10 hit, Lady Gaga continues to be build her brand through masterful marketing that creates both wonder and loyalty among her fans. According to contributor Denise Lee Yohn, “business people looking to make an indelible in-person impression through customer experience should follow her lead.”

In her recent blog post, Yohn went on to make several observations about Lady Gaga’s skills as a marketer. Here are four lessons I drew from Yohn’s perspective on the musical performer’s approach to marketing:

1- Bring new-ness to your customer experiences. Lady Gaga’s six costume changes during the course of a two-hour performance keep concertgoers interested. As Yohn notes, “the anticipation an ensuing novelty hold your attention.”
She suggests that organizations might take a similar approach to managing their websites: “Instead of locking in your website design, logo, visual images, and avatars, think about how to refresh them frequently enough to attract and keep people’s attention.”

2- Let members/customers behind the scenes. Lady Gaga executes one of her costume changes on-stage. By doing so, “she’s taken something normally hidden backstage and brought it out for all of us to see.”
“Pulling back the curtain on your business is a risk,” Yohn acknowledges, “but it just might pay out by drawing people closer to you and making your brand seem more human.”

3- Make brand experiences personal. Throughout her performances, Lady Gaga acknowledges her fans personally in a variety of ways. She reads letters they’ve sent her and talks about how they made her feel. When clothing and other items are thrown on stage, she poses for photos in or with them. And, most significantly, according to Yohn, “she invites some folks to meet her backstage after the show.”
The lesson is in thinking about “your brand experiences as two-way dialogues between you and your fans.”

4- Tell stories about your organization. Yohn observes that Lady Gaga uses storytelling powerfully throughout her shows. From remembering experiences writing songs to recounting times spent with loved ones, “she use stories to express her values and bond with her audiences.”
I agree with Yohn’s assertion that “brands, too, can use storytelling to cultivate emotional connections.”

Further, her description of Gaga as a “one-of-kind-marketer” from whom we can all learn is in line with my thinking about how successful organizations approach marketing and connecting with their stakeholders.

When we created Fonteva For Associations, we wanted to give associations a valuable tool for monitoring and tracking important components of these relationships. However, it’s up to you to use this information to create meaningful experiences that strengthen the connections and along with them, your brand. 

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