Marketing Lessons from the Grateful Dead What Every Business Can Learn from the Most Iconic Band in History

by Scott, David Meerman; Halligan, Brian

• ISBN13: 9780470900529
• ISBN10: 0470900520
• Edition: 1st
• Format: Hardcover
• Copyright: 2010-08-02
• Publisher: Wiley

Summary

The Grateful Dead-rock legends, marketing pioneers. The Grateful Dead broke almost every rule in the music industry book. They encouraged their fans to record shows and trade tapes; they built a mailing list and sold concert tickets directly to fans; and they built their business model on live concerts, not album sales. By cultivating a dedicated, active community, collaborating with their audience to co-create the Deadhead lifestyle, and giving away "freemium" content, the Dead pioneered many social media and inbound marketing concepts successfully used by businesses across all industries today. Written by marketing gurus and lifelong Deadheads David Meerman Scott and Brian Halligan, Marketing Lessons from the Grateful Dead gives you key innovations from the Dead's approach you can apply to your business. Find out how to make your fans equal partners in your journey, "lose control" to win, create passionate loyalty, and experience the kind of marketing gains that will not fade away!

Author Biography

Brian Halligan has seen the Grateful Dead perform more than 100 times. He is CEO & confounder of HubSpot, a marketing software company that helps businesses transform the way theymarket thier products by "getting found" on the Internet. Brian is also coauthor of Inbound Marketing: Get Found Using Google, Social Media, and Blogs and is an Entrepreneur-In-Residence at MIT. In his spare time, he sits on a few boards of directors, follows his beloved Red Sox, goes to the gym, and is learning to play guitar.
Learn more at www.hubspot.com.
Follow Brian at twitter.com/bhalligan.

Since his first Grateful Dead show when he was a teenager in 1979, David Meerman Scott has seen the band perform over 40 times. David is a marketing strategist and a professional speaker. He is the author of the Business Week bestselling book The New Rules of Marketing & PR and several other books. He speaks at conferences and corporate events around the world. He loves to surf (but isn't very good at it), collects artifacts from the Apollo moon program, and maintains a database, with 308 entries at this writing, of every band he has seen in concert.
He is a graduate of Kenyon College where he listened to a heck of a lot of Grateful Dead in his dorm room.
Learn more at www.webinknow.com.
Follow David at twitter.com/dmscott.

Table of Contents

Foreword

Introduction

The Band

Create a Unique Business Model

Choose Memorable Brand (and Band) Names

Build a Diverse Team

Be Yourself

Experiment, Experiment, Experiment

Embrace Technology

Establish a New Category

The Fans

Encourage Eccentricity

Bring People on an Odyssey

Put Fans in the Front Row

Build a Following

The Business

Cut Out the Middleman

Free Your Content

Be Spreadable

Upgrade to Premium

Loosen Up Your Brand

Partner with Entrepreneurs

Give Back

Do What You Love

Acknowledgments

"Furthur" Reading

About the Photographs

About the Illustrations

About the Authors

Table of Contents provided by Publisher. All Rights Reserved.