Marketing Like Lady Gaga

The June issue of "Fast Company" placed Lady Gaga number one on its list "The 100 Most Creative People In Business". and while we might expect a singer of her calibre to be creative, it was her marketing skills that earned her that position.

She is not the first singer to market herself (or himself). By far the most successful, by virtue of his longevity, is Mick Jagger. But, Lady Gaga has taken marketing and self promotion to a whole new level.

Some of Lady Gaga's success comes from the current age of celebrity where there is a huge market of consumers who want to emulated someone famous. ( Her fans are nick named 'little monsters'. ) Products don't always rise and fall on their own merit, they just need to be endorsed by a celebrity. But her ability to create a unique sound and image and her use of the Internet as a primary marketing tool are the real story.

One of the best examples of how to use product placement and cross promotion is her video "Telephone" which she did with Beyoncé. Videos are the ultimate in cross promotion creating a market for tours and albums. The "Telephone" video is full product placements ranging from Virgin Phones, her tour sponsor, to Polaroid cameras, Lady Gaga is their creative director. The placements, while in context with the plot, were clear with tightly focused product shots.

But more than just a series of product placements and music, which I was surprised to find out I liked, the video itself carries the Lady Gaga brand. From the 'B' movie theme (Shades of "Canned Heat") to Tarantino's 'Pussy Wagon' and the "Thelma and Louise" drive into the desert, it is full of movie references and gags. ( Was the switch of Beyoncé's phone from green to red for one scene a reference to "Dr Strangelove"? I thought so. ) And, like everything else in the video, these reference carry the same brand message.

What Can We Learn

OK - you are not Lady Gaga. And, you don't have a legion of loyal followers. But, by using the same promotional techniques she uses in her video on your website you can improve you bottom line.

Define Your Brand
First, define your brand. From Gaga's videos to her website to the clothes she wears - her brand image is consistent. Your brand is EVERYTHING you do and it MUST carry the same message. Your brand must be a part of everything you do. A business card for a luxury item printed on cheap paper or with a stock logo will kill your image. A 'green' product wrapped in layers of plastic defeats all your marketing.

Build An Audience
Building a community is not possible for every product. But, every product should be able to build an audience. These are people who want to know about your product. They want to know:

• Its benefits
• How to use it
• How to maintain it
• Information associated with the product

Look For Partners
Sir Richard may not be knocking on your door asking you to promote his products, but there are thousands of others that are. Look for partners who are consistent with your brand and compliment your product. Thousands of product use affiliate marketing as part of their marketing strategy. Thousands more private programs looking for an audience - all you have to do is ask.

You don't have to clutter your with large banner ads running down the side of your website. Display your partners product in context. Do you have a page on how to get to your resort? Add a promotional link for the airline that fly into your local airport. Either as text or small images, these ads are beneficial to your audience and can generate revenue for you.

Hire Professionals
You may not be able to hire Jonas Âkerlund to direct your videos, but you do need to hire the best people you can afford for your creative team. Logos, web design, and videos are best done by professionals. While you may think the cost is too high, remember, the biggest cost for any website is lost sales.