I love outrageous marketing campaigns AND outrageous entrepreneurs.
Lady Gaga is a master at both.
Before you Gaga-haters go off on your little tangents about her, pay attention for just a few seconds… would ya?
Yes, she shows skin (nothing new to Hollywood and the Music scene… she just takes it to a new level…and could be considered tame to some of the nonsense you see out there).
Yes, she is Madonna on speed.
Yes, she is a flipping BRILLIANT marketer.
She WANTS to stand out… and be extreme.
She WANTS eyes watching her every move.
She WANTS critics speaking out against her.
It’s all part of the package.
In March 2012, Gaga was ranked fourth on Billboard’s list of top moneymakers of 2011, grossing $25,353,039 dollars, which included sales from Born This Way and her Monster Ball Tour
That’s just the beginning!
Now she has a whole new product line AND the patent on the creation of it.
She is about to single-handedly change the fragrance industry FOREVER!
It all began with a simple idea… a perfume line created for, and branded with, Lady Gaga.
But that’s boring.
So Lady Gaga does what she does best…
…she pushes it to a NEW EXTREME.
Not only did she want a unique perfume line, it had to be BLACK.
Yes, you read it right.
She wanted a perfume that sprayed on black and became clear after drying.
Lady Gaga Worthy.
It had never been done before.
They perfume company told her it can’t be done and they wouldn’t do it.
So she told them to piss off then – no perfume line.
If she couldn’t do it to the extreme, why bother?
They regretfully agreed to give it a try…
…and, “Gaga’s innovative ideas caused headaches for the company’s research and development team.”
But the found a way to make it work and are proud to announce FAME, the world’s first BLACK PERFUME.
Not only is her marketing around this provocative (surprise, surprise!), it is in your face and almost downright scary looking (watch the Youtube video – it caused some viewers nightmares! THAT is powerful marketing).
Again, before you go off on your little tangent about “Oh my god, who would want black perfume?!” – she doesn’t care.
That’s the point.
She has a HUGE fan base that DOES care… and those are the ones she cares about… and those are the ones who will gobble up this awesome new product line and concept.
It is something you need to understand about outrageous and effective marketing.
It isn’t about the people who HATE your campaign or idea (I bet Gaga has millions of haters out there – but it is the millions of BUYERS that matter… no one else. Actually, the haters probably help her sales far more than they would ever want to know.)
It is ALL about the people who LOVE your campaign or idea.
She get’s it… and they now owns the rights and patents to a NEVER-BEEN-DONE-BEFORE perfume concept.
From an article I saw about this: “Gaga remained defiant and now Coty Beauty executives are in the process of patenting the technology to ban others from copying the remarkable achievement, and Tuil has credited the singer with encouraging them to think outside the box: “She was really behind the most important innovation in the fragrance industry in the last 20 years. She is really pushing boundaries.”
She will make a killing off this.
All because she thrives on being outrageous and will not accept anything less.
7 of her best marketing secrets were shared on a previous post I wrote about her — http://blog.smallbusinesscopywriter.com/how-to-monetize-your-little-monsters/
Which, of course, got me some negative feedback from the Gaga haters out there… and my response
Imagine if more entrepreneurs took a hard stance like this.
Innovate or screw it.
Entrepreneurs are the most innovative people out there… but imagine if we all continued to push the envelope that much more.
Something for all of us to strive for.
Have a great long weekend and I look forward to hearing your feedback.