Monster Loyalty: How Lady Gaga Turns Followers into Fanatics

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Monster Loyalty: How Lady Gaga Turns Followers into Fanatics

Format:  Hardcover,

214 pages

Publisher: Penguin Group USA

Publish Date: May 2013

ISBN-13: 9781591846505

ISBN-10: 1591846501

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Book Information

The following content was provided by the publisher.
"WE IDENTIFY WITH EACH OTHER. I SEE MYSELF IN MY FANS AND MY FANS SEE THEMSELVES IN ME. I CALL THEM LITTLE MONSTERS BECAUSE THEY ARE MY INSPIRATION." --LADY GAGA
Famous for her avant-garde outfits, over-the-top per-formances, and addictive dance beats, Lady Gaga is one of the most successful pop musicians of all time. But behind her showmanship lies another achievement: her wildly successful strategy for attracting and keeping insanely loyal fans.
She's one of the most popular social media voices in the world with more than 33 million Twitter followers and 55 million Facebook fans. And she got there by methodically building a grassroots base of what she calls her "Little Monsters"--passionate fans who look to her not just for music but also for joy, inspiration, and a sense of community.
In "Monster Loyalty "marketing expert Jackie Huba explores Gaga's biography and fan philosophy and iso-lates the seven lessons any business can learn from her. For instance...
Focus on your One Percenters: Lady Gaga is investing today in the audience she hopes to have twenty-five years from now. She spends most of her efforts on just 1 percent of her base, the highly engaged superfans who spread her message.Lead with values: Gaga stands out not just for her music but also for her message that it's okay to be yourself and to love others for who they are. When you connect with customers beyond just providing a product or service, you create a lasting bond.Give them something to talk about: Whether she's wearing a meat dress or delivering jaw-dropping performances, Lady Gaga knows what will get people talking. Making your business word-of-mouth-worthy cuts down on advertising costs and spreads buzz faster than anything else.
Love her or hate her, you can't ignore Lady Gaga. And while not all businesses want to stand out the way she does, any business can win big by creating monster loyalty.

Specifications

Publisher: Penguin Group USA
Publish Date: May 2013
ISBN-13: 9781591846505
ISBN-10: 1591846501
Format: Hardcover
Number of Pages: 214
Shipping Weight (in pounds): 0.75
Product in Inches (L x W x H): 5.75 x 9.0 x 0.75

Chapter outline

Introductionp. 1
From Stefani to Gagap. 9
Focus on Your One Percentersp. 19
Lead with Valuesp. 35
Build Communityp. 67
Give Fans a Namep. 91
Embrace Shared Symbolsp. 105
Make Them Feel Like Rock Starsp. 121
Generate Something to Talk Aboutp. 141
Building Monster Loyalty of Your Ownp. 163
Acknowledgmentsp. 177
Notesp. 181
Selected Resourcesp. 203
Indexp. 205
About the Authorp. 213

Reviews

Review by Library Journal (2013-06-15)

Huba (Creating Customer Evangelists) uses Lady Gaga's fan loyalty as a case study of how to create an effective brand. The author asserts that an artist focuses on talent while an icon concentrates on building a permanent fan base. Lady Gaga (nee Stefani Joanne Angelina Germanotta) is presented as an icon. In seven short chapters, Huba successfully dissects how the star caters to her most devoted fans by understanding their core values and motivations.

Huba highlights key business techniques such as homing in on "one-percenters", creating shared symbols, and fostering communities to build a devoted fan base. The author simultaneously compares Lady Gaga's strategies to those of high-performing, top-industry ranking companies such as Whole Foods, e Bay, and Maker's Mark.

Verdict: This smart, savvy, and fresh exploration into the business of iconography is a great read for Lady Gaga fans, popular culture researchers and scholars, individuals or organizations looking to start a business or branding campaign, and business/marketing educators and students.

-Kimberley Bugg, Brooklyn

(c) Copyright 2013. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.

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