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

1. LADY GAGA
&
PROMOTIONAL
STRATEGIES
by- sumit mukherjee

3. A multiple-talent artist
LADY GAGA,
A SINGER,
A DANCER,
AND A SHOW-WOMAN

4. 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

5. 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 4
At age 17, she gained she went on to write
early admission to the her first piano
New York University's ballad at 13 and
Tisch began performing at
School of the Arts open mike nights by
age 14.
And improved her songwriting
skills 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

6. 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

7. LADY GAGA’S
CHILDHOOD

9. LADY Gaga

10. INTRODUCTION
How has Lady Gaga achieved to become
one of the most influencial person in the
world within two years?

11. The story of a fame
A fast ascension of the « fame ladder »

12. Lady Gaga’s name origin :

14. Lady Gaga’s IMAGE
BUILDING

15. A personal branding phenomenon
LADY GAGA
IS
EVERYWHERE

16. 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 »

17. Lady Gaga’s originality and style

18. A fashion « I have started dressing like a
icon star before becoming one »

19. Lady Gaga’s public image and
commitment
A philanthropist woman
Lady Gaga throws the weight of
her popularity behind donation
projects.

20. 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

21. Equality for gay people
« I am here today because I want to propose
a law called « If you don't 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.

22. Let’s be more technical…

23. Lady Gaga, the queen of the CO-
BRANDING and PRODUCT PLACEMENT
strategies.

24. What is CO-BRANDING???
What is CO-BRANDING ???

25. • Opportunity for the brands to
strengthen or change their commercial
position
• Opportunity for the brands to break into
new market segments

26. The case of Lady Gaga
Relying on modernity and high technology
Headphones by Lady Gaga, in cooperation
with Dr Dre and Monster.

27. Co-branding with fashion and cosmetic brands
H&M

28. Product placement
« Advertising technique using the process of
highlighting branded goods in a film, a TV
show or a music video »

29. Objectives :
• Ideal means of funding for artists
• Ideal advertising means for brands

30. Product placement

31. Social Networks and the Internet
USING…

32. … reaching her fans DIRECTLY instead of going
through the traditional media.

33. Crowd-sourcing
… but also conveying a feeling of proximity : the
building of a « lil’monsters »
community.

34. LADY GAGA BENEFITS FROM FREE
ADVERTISING THANKS TO HER DEVOTED
FANS

35. EXAMPLE

37. • Lady Gaga Designed a Package That Stood
Out From the Crowd.

38. Lady Gaga Keeps Her Fans Engaged
on a Daily Basis

39. Lady Gaga Tries to Improve Her
Product on a Continual Basis

40. Lady Gaga Had a Concept and She
Works Towards it
Set Design Catchy music
COSTUMES

41. Promotional and Advertisement stunts

42. 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 free
Humility Is Key - upgrades, perks,
If you subscribe to HBO, you likely or surprise gifts
saw part of Gaga's Madison for customers to
Square Garden concert special show your
appreciation for
their business

43. If you stop
Details Matter - paying
Lady Gaga doesn't 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 and
Don't Give Away the Magic - developing
How 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.

44. Employees in all
departments
Marketing Is a Lifestyle -
should create
Gaga has made fame and marketing
content and aid
her lifestyle. Every performance
in the
or song release had marketing as
company's goal
a part of its DNA
of market
domination.
Being
Standing Out Wins - controversial isn't
She 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. It's time
to stand out.

45. 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
working
with elements them to tell can do that,
together to
of surprise your story you’ve won
promote a
along the way. and never half the battle.
single brand
forget to
identity and
thank them
message.
along the way.

46. Kesha Rose Sebert (born
March 1, 1987 in Los
Angeles, United States),
better known
mononymously as Kesha
(stylized as Ke$ha or K$), is
an 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 known
California, United States. as Lana Del Rey, is a singer-
songwriter from Lake Placid,
New York, United States.

47. 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 singer
Semi Precious Weapons
is a rock band from New
York City consisting of
Justin Tranter on vocals,
Stevy Pyne on guitar, Onika Tanya Maraj (born December
Cole 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

49. 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 Gaga's fantasy costumes are uniquely eye-catching and controversial - not only
on stage but every time in public.

50. Her recent controversies aroused from her “Born
This 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.

51. A greatest
controversy of
Lady Gaga was
aroused
when she
appeared at MTV
video music award
in an outfit
comprising the
flesh of dead
animals
Her another
controversy
was when
she was seen
in the outfit
of burlesque

52. Bubble Bursting
Little was left to the imagination of her fans when lady
Gaga sat pretty and poised at the piano, wearing just a
coat 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
Gaga's well- and framed her style.
documented
bisexuality

54. At a music awards in
Gaga wore a gown 2009, the singer
made of purple hair wore a bird's nest on
woven into her own her face much to the
locks during her surprise and shock of
Born 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

55. LADY GAGA
POSTMODERN
ARTIST

56. “How did a 23-year-old singer/songwriter
achieve so much in so little time?
Two words: social media.”
-Ad Age

57. How Does Gaga Do?
 Define Brand
 Build Relationships
 Social Promotion
I know how to get
people talking!

58. It Starts With A Great Website

59. Social Presence Controls Brand

60. Building Relationships Is Personal

61. Connecting And Recognizing Builds
Relationships

62. People Align With A Cause

63. Social Marketing Arms Influencers

64. Wow.

65. Top 5 Ways Gaga Leverages Social Promotion
1. Broadcast channel from her website
2. Tweets from backstage, the road, at home,
everywhere
3. Creates videos specifically for YouTube
4. Encourages fans to record and distribute her
performances socially
5. Develops relationship with fans beyond her
music

66. 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