01 February 2010

Demand Generation via Lady Gaga

In a recent WSJ.com article, staff reporter John Jurgensen wrote an interesting article on "The Lessons of Lady Gaga" in which he discussed the marketing or demand generation tactics that this young chanteuse has employed to sky-rocket herself (and her brand) into everyone's lexicon is less than 18 months from virtual obscurity. In fact, he thinks that her business model is a new way for success.

As I watched the Grammys last night, Lady Gaga opened the show with Sir Elton John - showcasing a melodic, slow-tempo'd, haunting song - that was brand new to the general public. She won two Grammys - neither of which was televised (they were for the Dance/Electronica categories) and she wore some crazy outfits. So was the night a success for her business model?

Well, in the past 24 hours, there have been over 27,000 news stories that include Lady Gaga and the Grammy performance. According to Amazon.com, she is number #2 for both MP3 album and song downloads (just behind Beyonce and the Black Eyed Peas).

This from a performer that just a year ago was brand new to the general music scene.

As a fellow graduate of the Sacred Heart life, I do have an affinity for Lady Gaga - I admit it. :)

She had crossed the crazy boundary of trying to know your digital audience...she spent months cultivating relationships with celebrity bloggers like Perez Hilton (who gave her mad press) who spread her name/fame/bio to his fans for over a year, and she always wants to be accessible to her fans (she calls them her "little monsters"). At days end, she is accessible. Heck, she's even re-tweeted me on Twitter. Is it actually her? Don't know - but it gives the audience a good feeling.

She keeps praising and reminding where her inspiration comes from (Madonna) - and that is what most vendors don't do.....they like to claim that they are the first ones doing something....but don't you think that you'd be more credible (as a vendor) if you THANK your predecessor (client/vendor/etc) and how you got to today?

She's not afraid of using backing (from her record company) to get her word out - and she is willing to pay for it. As a vendor, we're always trying to get something for nothing - but sometimes you just have to pay! If you have a partner that can get you new market for your product, are you being a bad partner by not acknowledging your partner?

Basically, Lady Gaga believed that a vendor (whether songstress, software vendor, etc), has to believe in its audience - they are not better than their audience - and they wouldn't be part of the "party" if it were not for their audience.

A very interesting concept that most vendors do not - nor have any idea how to - adapt to.....

An interesting link to a similar topic of achieving value: http://blogs.nuxeo.com/cmckinnon/

No KISS Question for today - just a request: are you trying to portray yourself better than your audience?

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