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

ISBN-10: 0470900520
ISBN-13: 9780470900529
Edition: 2010
List price: $14.99 Buy it from $6.49
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Description: In the 1960s the Grateful Dead pioneered many social media and inbound marketing concepts that businesses across all industries use today. They made a series of difficult and often unpopular decisions in order to differentiate themselves from their  More...

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Book details

List price: $14.99
Copyright year: 2010
Publisher: John Wiley & Sons, Limited
Publication date: 8/20/2010
Binding: Hardcover
Pages: 192
Size: 5.25" wide x 7.25" long x 0.75" tall
Weight: 0.484
Language: English

In the 1960s the Grateful Dead pioneered many social media and inbound marketing concepts that businesses across all industries use today. They made a series of difficult and often unpopular decisions in order to differentiate themselves from their competition by providing the highest quality service to their fans, not just a product. They pioneered a "freemium" business model, allowing concert attendees to film and distribute footage, which helped build a powerful word-of-mouth fan network powered by free music. Instead of obsessing over recording, the Dead became the most popular touring band of their era, selling hundreds of millions of dollars worth of tickets, creating a highly profitable corporation in the process. Without any hit records, the Grateful Dead achieved elite success, becoming one of the most iconic rock bands of its era and inventing a brand that democratically included their consumers (and literally co-created a lifestyle for Deadheads).Fast forward to today. Successful marketers continuously develop strategies based on those successfully used by the Dead, shifting focus away from products to customers in order to create demand. Written by Deadhead marketing gurus David Meerman Scott and Brian Halligan, Marketing Lessons from the Grateful Dead will show you how to think and market like the band, which is to think and market differently. Each chapter presents and analyzes a marketing concept practiced by the Dead and a real-world example of that concept in action today. Specific topics include: Get found by customers by being remarkable and making it easier for them to spread your message Watch your competition but don't follow them Freemium content as a customer magnet Create a community and let it tell your story Disintermediation of the middle man Teamwork Embrace Technology

David Meerman Scott was born in 1961. He graduated from Kenyan College in 1983 with a B.A. degree in Economis. He started out working as a clerk on many Wall Street trading desks. He then went on to work in the on-line news and information business from 1985-2002. He was an executive at the electronic infoprmation division of Knight -Ridder from 1989-1995. He then moved to Boston and took a position with NewsEdge Corporation as the vice-president of marketing. His ideology about the new rules of marketing is that you can earn attention by publishing your way in on the web as opposed to buying advertising in mainstream media. He has authored several books on marketing including Inbound Marketing and Marketing Lessons from the Greatful Dead.

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

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