Love her or hate her, one thing is for certain: You’d have to live under a very remote rock to not have heard of Lady Gaga. B2B organizations could take a cue from the Queen of Pop when developing a B2B ecommerce initiative.
Yup. You read that right.
B2B ecommerce could learn a thing or two from Lady Gaga.
“On WHAT?” I can hear you wondering to yourself. “This woman has finally lost it!” (Meaning me, of course.)
Hang on–I haven’t lost my mind. And I’m not a huge Gaga fan, but I do think she has a timely lesson to share.
Here’s my line of thinking:
Lady Gaga’s strange. She’s political. She’s edgy and walks the fine line between acceptable for prime time and totally inappropriate. Her fashion choices are bold and often shocking. You probably don’t want your teenage daughter or niece to dress like her. But with all that in mind, one thing is for sure: you know who she is–even if you don’t listen to her music or watch MTV.
In short, Lady Gaga has created an undisputable brand for herself. One that crosses cultural and language barriers, one that sneaks into mainstream TV spots and late night talk shows. She’s got exclusive album deals with major retailers and her face is on the in-store promotional signage as well as on the front of every tabloid at the checkout line. You can’t surf the web without running into her picture with her most recent crazy story or interview footage.
She’s everywhere. And she’s consistently herself.
So, what the take away for B2B ecommerce?
Consistent and pervasive branding.
You know that you have a monumental branding strategy in place when people outside of your target audience know who you are and recognize your name. Love her or hate her–Gaga has this in spades and B2B ecommerce could follow her lead to boost ecommerce success.
Quite often, B2B ecommerce sites lack the branding that an organization uses in other channels–a traditional website, printed literature, and sales presentations. Too often B2B ecommerce sites are utilitarian sites built “to get the job done” which often bores the user to tears. Utilitarian certainly doesn’t appeal to the rich content experiences that most consumers are used to today.
I’m not suggesting that your B2B ecommerce site needs to be political or inappropriate. I’m certainly not suggesting a “meat dress” sort of shocker tactic.
What I am suggesting is that your identify, develop and cultivate your corporate brand consistently on your B2B ecommerce site to help raise awareness within your target market.
That means making your B2B ecommerce site look and feel like the rest of your organization’s branding. That means giving your customers the user experience that they have come to expect. Create an undisputable brand for your organization and then use it consistently in every channel–including B2B ecommerce–to gain brand awareness within your target audience.
To learn more about B2B ecommerce success, download the white paper, B2B Ecommerce Success – Seven Questions to Consider Before Beginning an Ecommerce Initiative.