Monster Loyalty: How Lady Gaga Turns Followers Into Fanatics

    By Jackie Huba

From the Publisher:
An acclaimed marketing expert pinpoints the loyalty strategies behind Lady Gaga's unique path to success. 

It's not just crazy outfits, over-the-top performances, and catchy tunes that have made Lady Gaga one of the most successful pop stars of all time. Marketers have also been awed by her unconventional customer loyalty strategy. 

With 31 million Twitter followers and 53 million Facebook fans, she blows away her peers on social media. She has methodically built a grassroots base of what she calls her "Little Monsters"--passionate fans who look to her not just for music but also for joy and inspiration. 

Now marketing expert Jackie Huba unpacks the method behind Lady Gaga's success and isolates the seven strategies businesses can learn from her. They include:

-Focus on your 'one percenters.' Gaga spends most of her effort on just 1% of her audience, the highly-engaged superfans who drive word of mouth. 

-Lead with values. Gaga is consistent in her message of being yourself and loving others for who they are. That display of values creates a deep emotional connection. 

-Give them something to talk about. Whether by wearing a meat dress or 'dying' in a pool of blood onstage, she knows what will get people talking.


BusinessMarketing & Sales
    ABOUT THE AUTHOR
Jackie Huba is the author of the new book, Monster Loyalty: How Lady Gaga Turns Followers into Fanatics. She is also the coauthor of two previous books on customer loyalty: Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force and Citizen Marketers: When People are the Message. Jackie is also a Forbes.com contributor, writing about customer loyalty and word of mouth marketing. A sought-after keynote speaker, her work has frequently been featured in the media, such as the Wall Street Journal, the New York Times, BusinessWeek, and Advertising Age. She is an 11-year veteran of IBM and resides in Austin, Texas.

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Publish Date 05/01/2013
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