Lady gaga and promotional strategies---by sumit mukherjee

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LADY GAGA----a real marketer---whose strategies to promote herself, her competitors and the key take away ----by sumit mukherjee august 2012...

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  • Source:Ad Age According to Advertising Age's recent article, "Gaga, Oooh La La: Why the Lady Is the Ultimate Social Climber," Why is Lady Gaga so HUGE?Embraces socialIs unique and comes across as authentic and relevant Gives people something to talk aboutGreat product (ok….this is debatable)Tweets from backstageCreates videos for YouTubeWrites for a global audienceInteracts regularly through TwitterDistributes directly (Bad Romance via website)Encourages fans to record and distribute her performances socially
  • Source:Ad Age According to Advertising Age's recent article, "Gaga, Oooh La La: Why the Lady Is the Ultimate Social Climber," Why is Lady Gaga so HUGE?Embraces socialIs unique and comes across as authentic and relevant Gives people something to talk aboutGreat product (ok….this is debatable)Tweets from backstageCreates videos for YouTubeWrites for a global audienceInteracts regularly through TwitterDistributes directly (Bad Romance via website)Encourages fans to record and distribute her performances socially
  • Define brand
  • Source:Ad Age According to Advertising Age's recent article, "Gaga, Oooh La La: Why the Lady Is the Ultimate Social Climber," Why is Lady Gaga so HUGE?Embraces socialIs unique and comes across as authentic and relevant Gives people something to talk aboutGreat product (ok….this is debatable)Tweets from backstageCreates videos for YouTubeWrites for a global audienceInteracts regularly through TwitterDistributes directly (Bad Romance via website)Encourages fans to record and distribute her performances socially
  • Build relationships
  • Know the medium – she uses Tweetphoto for pictures, speaks in the right lancuahgeLady Gaga (this example is over them)Tweets from backstageCreates videos for YouTubeWrites for a global audienceInteracts regularly through TwitterDistributes directly (Bad Romance via website)Encourages fans to livestream and distribute her performances socially
  • Stand for something, build relationships
  • Social Promotions
  • Build relationshipsSource:Ad Age According to Advertising Age's recent article, "Gaga, Oooh La La: Why the Lady Is the Ultimate Social Climber," Why is Lady Gaga so HUGE?Embraces socialIs unique and comes across as authentic and relevant Gives people something to talk aboutGreat product (ok….this is debatable)Tweets from backstageCreates videos for YouTubeWrites for a global audienceInteracts regularly through TwitterDistributes directly (Bad Romance via website)Encourages fans to record and distribute her performances socially
  • Lady gaga and promotional strategies---by sumit mukherjee

    1. 1. LADY GAGA &PROMOTIONAL STRATEGIESby- sumit mukherjee
    2. 2. A multiple-talent artist LADY GAGA, A SINGER, A DANCER,AND A SHOW-WOMAN
    3. 3. Some biographical elements…• Name : Stefani Joanne Angelina Germanotta • Origin : Comes from a well-off Italian family living in New York • Personality : Shy and rejected by the others BUT also an eccentric and talented girl bound to be a star
    4. 4. At age 11 she was set to join Juilliard School in Manhattan, but instead attended Convent of the Sacred Heart, a private Roman Playing piano Catholic school by ear from the age of 4At age 17, she gained she went on to writeearly admission to the her first pianoNew York Universitys ballad at 13 and Tisch began performing at School of the Arts open mike nights by age 14. And improved her songwritingskills by composing essays and She later withdrew analytical papers focusing on from the school topics such as art, religion to focus on her and socio-political order musical career
    5. 5. Stefani Joanne Angelina Germanotta• Lady gaga started her music career around 2005 In New York City• Lady gaga started performing with her friend Lady Starlight, in 2007 they were invited to play at lollapalooza• Later on she got noticed by Akon and was signed to interscope and his own record label Kon Live Distribution• That is when she started making her own songs and going on to start her own album The Fame “Never let a single soul tell you that you cant be exactly who you are” – Lady Gaga
    6. 6. LADY GAGA’S CHILDHOOD
    7. 7. LADY Gaga
    8. 8. INTRODUCTIONHow has Lady Gaga achieved to becomeone of the most influencial person in the world within two years?
    9. 9. The story of a fameA fast ascension of the « fame ladder »
    10. 10. Lady Gaga’s name origin :
    11. 11. Lady Gaga’s IMAGE BUILDING
    12. 12. A personal branding phenomenon LADY GAGA IS EVERYWHERE
    13. 13. What is personal branding ?? What is personal branding Process whereby people and their carreer are marked as brands and idea that success comes from « self packaging »
    14. 14. Lady Gaga’s originality and style
    15. 15. A fashion « I have started dressing like a icon star before becoming one »
    16. 16. Lady Gaga’s public image and commitment A philanthropist womanLady Gaga throws the weight of her popularity behind donation projects.
    17. 17. A proactive woman« To have this lipstick as a reminder in your purse, that when your man is laying naked in your bed, you go into the bathroom, you put your lipstick on, and you bring a condom out with you. » Viva Glam Campaign for MAC AIDS FUND
    18. 18. Equality for gay people« I am here today because I want to propose a law called « If you dont like it, you can go home » A law that sends home the homophobes, that sends home the prejudiced. » Lady Gaga’s speech and fight against the « Don’t ask, don’t tell » law.
    19. 19. Let’s be more technical…
    20. 20. Lady Gaga, the queen of the CO-BRANDING and PRODUCT PLACEMENT strategies.
    21. 21. What is CO-BRANDING??? What is CO-BRANDING ???
    22. 22. • Opportunity for the brands to strengthen or change their commercial position• Opportunity for the brands to break into new market segments
    23. 23. The case of Lady Gaga Relying on modernity and high technologyHeadphones by Lady Gaga, in cooperationwith Dr Dre and Monster.
    24. 24. Co-branding with fashion and cosmetic brands H&M
    25. 25. Product placement« Advertising technique using the process of highlighting branded goods in a film, a TV show or a music video »
    26. 26. Objectives :• Ideal means of funding for artists• Ideal advertising means for brands
    27. 27. Product placement
    28. 28. Social Networks and the Internet USING…
    29. 29. … reaching her fans DIRECTLY instead of going through the traditional media.
    30. 30. Crowd-sourcing… but also conveying a feeling of proximity : the building of a « lil’monsters » community.
    31. 31. LADY GAGA BENEFITS FROM FREEADVERTISING THANKS TO HER DEVOTED FANS
    32. 32. EXAMPLE
    33. 33. • Lady Gaga Designed a Package That Stood Out From the Crowd.
    34. 34. Lady Gaga Keeps Her Fans Engaged on a Daily Basis
    35. 35. Lady Gaga Tries to Improve Her Product on a Continual Basis
    36. 36. Lady Gaga Had a Concept and She Works Towards itSet Design Catchy music COSTUMES
    37. 37. Promotional and Advertisement stunts
    38. 38. Timing is Everything - when content is It is the speed and pace of actions distributed at and words that make or break a just the right performance. Look at any video moment, it can of a Lady Gaga performance. She have a major nails timing. She pauses and impact on its builds momentum at all of the reach and right times. performance Offer freeHumility Is Key - upgrades, perks, If you subscribe to HBO, you likely or surprise gifts saw part of Gagas Madison for customers to Square Garden concert special show your appreciation for their business
    39. 39. If you stopDetails Matter - paying Lady Gaga doesnt lip sync during attention to her concerts. She is constantly details, results training for her dance numbers will be lost in the long term When creating content andDont Give Away the Magic - developingHow much do you really know about marketing Lady Gaga? Have you ever seen strategies, amplify her wear jeans and a t-shirt? the magic of the product by down- playing how the magic happens.
    40. 40. Employees in all departmentsMarketing Is a Lifestyle - should createGaga has made fame and marketing content and aid her lifestyle. Every performance in the or song release had marketing as companys goal a part of its DNA of market domination. BeingStanding Out Wins - controversial isntShe is a master of standing out and about taking risks being controversial. This behavior and take a is rewarded with an abundance different of media coverage and attention. approach. Its time to stand out.
    41. 41. Use your fans Integrate. as your best Make sure all marketing your You need to asset. Give people marketing build Encourage something to channels are momentum and remind love. If you workingwith elements them to tell can do that, together to of surprise your story you’ve won promote aalong the way. and never half the battle. single brand forget to identity and thank them message. along the way.
    42. 42. Kesha Rose Sebert (born March 1, 1987 in Los Angeles, United States), better known mononymously as Kesha (stylized as Ke$ha or K$), isan American recording artist Katy Perry (born Katheryn Elizabeth Hudson on 25 October 1984) is a singer/songwriter from Elizabeth "Lizzy" Grant (born Santa Barbara, 21 June 1986), better knownCalifornia, United States. as Lana Del Rey, is a singer- songwriter from Lake Placid, New York, United States.
    43. 43. Marina Lambrini Diamandis born October 10, 1985 in Abergavenny, Wales, United Kingdom), better known by her stage name Marina and The Diamonds, is a Greek- Welsh singerSemi Precious Weaponsis a rock band from New York City consisting ofJustin Tranter on vocals, Stevy Pyne on guitar, Onika Tanya Maraj (born DecemberCole Whittle on bass and 8, 1982 in Trinidad and Tobago , New Dan Crean on drums York, United States), better known by her stage name Nicki Minaj, is a Trinidadian-American, rapper and singer-songwriter
    44. 44. Controversy is the part of fame for the world’s most outrageous pop star. Controversies are common in her life and it get started before or after each and every videos get released or her stage shows get hosted. Controversies which led the meteoric success of this pop diva, is not always an accident. Masterfully executed marketing strategies have played a crucial role in her instant rise and put her at the top of the game.Lady Gagas fantasy costumes are uniquely eye-catching and controversial - not only on stage but every time in public.
    45. 45. Her recent controversies aroused from her “BornThis Way Ball World Tour” where she was spotted wearing Fur Coat while preparing for her show in Bulgaria.Her another controversy arises when she is forced to cancel a gig in Indonesia on June 3rd following threats from religious extremists.
    46. 46. A greatest controversy of Lady Gaga was aroused when she appeared at MTVvideo music award in an outfit comprising the flesh of dead animals Her another controversy was when she was seen in the outfit of burlesque
    47. 47. Bubble BurstingLittle was left to the imagination of her fans when lady Gaga sat pretty and poised at the piano, wearing just acoat of Perspex bubbles at a show in the House of Blues in San Diego in 2009 Bisexuality In itself neither Ex-boyfriend lawsuit controversial Her former boyfriend, business partner and (nor exactly producer Rob Fusari sued the platinum provocateur unexpected), for $30.5 million in 2010, claiming he named her Gagas well- and framed her style. documented bisexuality
    48. 48. At a music awards inGaga wore a gown 2009, the singermade of purple hair wore a birds nest onwoven into her own her face much to the locks during her surprise and shock ofBorn This Way Ball the audience! tour in Hong Kong this year. In 2011, Gaga promoted the use of condoms on an American TV show by er... wearing one — as a latex dress. Some Other Gaga Shockers
    49. 49. LADY GAGAPOSTMODERN ARTIST
    50. 50. “How did a 23-year-old singer/songwriterachieve so much in so little time?Two words: social media.” -Ad Age
    51. 51. How Does Gaga Do? Define Brand Build Relationships Social Promotion I know how to get people talking!
    52. 52. It Starts With A Great Website
    53. 53. Social Presence Controls Brand
    54. 54. Building Relationships Is Personal
    55. 55. Connecting And Recognizing Builds Relationships
    56. 56. People Align With A Cause
    57. 57. Social Marketing Arms Influencers
    58. 58. Wow.
    59. 59. Top 5 Ways Gaga Leverages Social Promotion1. Broadcast channel from her website2. Tweets from backstage, the road, at home, everywhere3. Creates videos specifically for YouTube4. Encourages fans to record and distribute her performances socially5. Develops relationship with fans beyond her music
    60. 60. Sources :-www.futurelab.comwww.forbes.comwww.remmantofgiants.comwww.geewire.comwww.artmarketingstrategy.comwww.adage.comwww.brandcafeasia.comwww.bostinno.com

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