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Full Description
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!
Contents
Foreword xi
Introduction xv
Part One The Band 1
Chapter 1 Create a Unique Business Model 3
Chapter 2 Choose Memorable Brand (and Band) Names 13
Chapter 3 Build a Diverse Team 21
Chapter 4 Be Yourself 29
Chapter 5 Experiment, Experiment, Experiment 37
Chapter 6 Embrace Technology 45
Chapter 7 Establish a New Category 53
Part Two The Fans 59
Chapter 8 Encourage Eccentricity 61
Chapter 9 Bring People on an Odyssey 69
Chapter 10 Put Fans in the Front Row 79
Chapter 11 Build a Following 87
Part Three The Business 95
Chapter 12 Cut Out the Middleman 97
Chapter 13 Free Your Content 105
Chapter 14 Be Spreadable 113
Chapter 15 Upgrade to Premium 119
Chapter 16 Loosen Up Your Brand 127
Chapter 17 Partner with Entrepreneurs 135
Chapter 18 Give Back 143
Chapter 19 Do What You Love 151
Acknowledgments 157
"Furthur" Reading 159
About the Photographs 161
About the Illustrations 161
About the Authors 163
