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Marketing Lessons from the Grateful Dead. What Every Business Can Learn from the Most Iconic Band in History. Edition No. 1

  • ID: 2241057
  • Book
  • August 2010
  • 192 Pages
  • John Wiley and Sons Ltd
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!

Note: Product cover images may vary from those shown

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

Note: Product cover images may vary from those shown
David Meerman Scott
Brian Halligan
Note: Product cover images may vary from those shown