Monster Loyalty: How Lady Gaga Turns Followers into Fanatics

According to the tried and true research from TARP Worldwide, it is five times cheaper to keep a customer than to get a new one.

Focus on Your One Percenters As detailed in chapter 2, the key to finding your most engaged customers is by creating vehicles for them to be part of. Help these passionate customers to self-identify. You may already have some engagement vehicles in place and not realize that this is where your One Percenters are contacting you. The following is a l

them.

Fans have adopted the symbol and created fan art incorporating unicorns. Gaga tweeted an amazing piece of fan art that merged Gaga’s head and torso with a unicorn body. Fans bring stuffed unicorns to Gaga’s concerts and throw them onstage or present them as gifts to her backstage.

The premise of the film was to “celebrate Lady Gaga’s special and unmediated relationship with her fans, the Little Monsters.” The single launched on May 9, 2012, and fans immediately began uploading YouTube videos of themselves dancing to it, singing it, and playing it on all kinds of instruments. Gaga then posted a message on her Web site, asking

“We cater to a very, very, very specific audience,” Carter said. “This is an audience that we feel we are going to have longevity with. This is the audience that hopefully twenty years from now, Gaga can still play for this audience, as they grow older and as she grows older. So it’s very important that she maintains her loyalty and integrity with

A terrific way to cement bonds within a community is to get members to work together on projects. This allows customers to work toward something collectively, and in the end everyone can celebrate when they accomplish their goal. In May 2011, Gaga was working on a short film to be used as an ad for Google’s web browser Chrome. She doesn’t appear in

You will learn in a later chapter that even after she became the biggest pop star on the planet, she would stop by small clubs that took a chance on her early in her career, when she was in their city. She wanted to reward their loyalty. Also, she is not interested in converting those people who do not understand her.

what makes Lady Gaga so adept at creating symbols that have longevity with her fans is her ability to find meaning in situations, experiences, and interactions and to turn that meaning into visuals. She creates iconic