Marketing Lessons from the Grateful Dead
What Every Business Can Learn from the Most Iconic Band in History
1. Auflage August 2010
192 Seiten, Hardcover
Praktikerbuch
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!
INTRODUCTION.
PART ONE THE BAND.
Chapter 1 Create a Unique Business Model.
Chapter 2 Choose Memorable Brand (and Band) Names.
Chapter 3 Build a Diverse Team.
Chapter 4 Be Yourself.
Chapter 5 Experiment, Experiment, Experiment.
Chapter 6 Embrace Technology.
Chapter 7 Establish a New Category.
PART TWO THE FANS.
Chapter 8 Encourage Eccentricity.
Chapter 9 Bring People on an Odyssey.
Chapter 10 Put Fans in the Front Row.
Chapter 11 Build a Following.
PART THREE THE BUSINESS.
Chapter 12 Cut Out the Middleman.
Chapter 13 Free Your Content.
Chapter 14 Be Spreadable.
Chapter 15 Upgrade to Premium.
Chapter 16 Loosen Up Your Brand.
Chapter 17 Partner with Entrepreneurs.
Chapter 18 Give Back.
Chapter 19 Do What You Love.
Acknowledgments.
"Furthur" Reading.
About the Photographs.
About the Illustrations.
About the Authors.
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.
