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9780470940846

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

by ;
  • ISBN13:

    9780470940846

  • ISBN10:

    0470940840

  • Format: eBook
  • Copyright: 2010-08-01
  • Publisher: Wiley
  • Purchase Benefits
List Price: $21.95
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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!

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.

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