I’m not a follower of Lady Gaga but I will say this though, she knows how to market her product (i.e. herself). I’ve recently been looking outside software in order to understand product marketing from a broader level. Namely, what makes people want to buy your product. Guy Kawasaki pointed out that a good place to see great marketing in action was the Justin Bieber movie, Never Say Never. And just like Justin Bieber, I think that Lady Gaga really owns her market.
Last night, Lady Gaga tweeted a mysterious message on her Twitter account which referred to two Sydney nightclubs, Nevermind and ARQ. Keep in mind that last night was Monday where these clubs are normally closed.
Hundreds of people lined up from the afternoon to try and get into these nightclubs. The one marketing lesson that I’ve learnt from this is that in order to own your market you have to give back to your fans. I’m sure that this “free concert” (I assume it was free), generated even more hype and probably created more fans who will be surely snap up the tickets for her concert tour in 2012. (Even though I’m not the target audience for her music, it does have me somewhat intrigued)
So the lessons learnt here are firstly, don’t ignore your fan base, whether it’s a case of giving them something for free (like improvements to your application), if it serves to generate hype to sell them something bigger into the future. An secondly, instead of the record companies suing people for downloading illegal music perhaps actually showing appreciation for the fans and the people who are you potential customers may yield better sales.
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