Lady Gaga: the new face of Loyalty?
by Joshua Tretakoff | EVP, Services
The always flamboyant Lady Gaga.
Great observations in this blog post about how the flamboyant Lady Gaga has embraced key loyalty concepts to seize her brand and outlast the traditional “flash in the pan” that performers wrestle with. There are definitely correlations that many marketers can learn from:
- Give Fans a Name: these are not just “enrolled customers in the loyalty program;” these are ambassadors. The simple act of naming them as part of a movement has much more power than just a flat loyalty card number.
- Make it about something bigger than you: so many companies confuse “loyalty” with “points.” Lady Gaga embraces her fans, and they respond much more emotionally. Companies can tailor the program to be a personal experience for the customer, and see that same emotion.
- Develop shared symbols: if you have special pricing or incentives on products for Loyalty program members, tout it! Make them feel special, as well as making other customers want to join.
- Make your customers feel like rock stars: use your program to not just tout specials, but recognize individual members of your program. Develop a community, ask for their input!
- Leverage social media: this is a low cost, high ROI medium to truly cultivate a loyal customer base. It simply has to be part of your strategy to recognize, reward, and develop your best customers.
