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- Herausgeber: John Wiley & Sons
- Kategorie: Fachliteratur
- Sprache: Englisch
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!
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Seitenzahl: 172
Veröffentlichungsjahr: 2010
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Table of Contents
Cover
Table of Contents
Praise for
Marketing Lessons from the Grateful Dead
Title Page
Copyright
Foreword
Introduction to the original edition
MARKETING LESSONS
OUR LONG STRANGE TRIPS
PLAYING IN THE BAND
Preface
NOT JUST PASSION, OBSESSION
FIRST-PRINCIPLES THINKING
SPIKEY (NOT WELL-ROUNDED) TALENT
TEAMWORK ACTUALLY DOES MAKE THE DREAM WORK
LOW-KEY LEADER
SUCCESSION SUPERHERO
PRINCE OF PALO ALTO
CONTINUING JOURNEY WITH JERRY
BOBBY WEIR AND THE MUSIC THAT WILL NEVER STOP by DAVID MEERMAN SCOTT
PLAYING IN THE BRAND
TOUCH OF LEGACY
RIPPLE THROUGH TIME
PART ONE: THE BAND
CHAPTER 1: Create a Unique Business Model
RUE LA LA CREATES ONLINE BUYING DESTINATION FOR LUXURY GOODS
CHAPTER 2: Choose Memorable Brand (and Band) Names
HUBSPOT AND DAVID MEERMAN SCOTT
CHAPTER 3: Build a Diverse Team
DIGITAL DIVA JULIA ROY BRINGS SOCIAL SKILLS TO COACH
CHAPTER 4: Be Yourself
SALESFORCE.COM OWNS UP TO MISTAKES AND BUILDS TRUST IN THE PROCESS
CHAPTER 5: Experiment, Experiment, Experiment
DROPBOX “LEARNS EARLY, LEARNS OFTEN”
CHAPTER 6: Embrace Technology
EMBRACE TECHNOLOGY AT THEU.S. DEPARTMENT OF DEFENSE
CHAPTER 7: Establish a New Category
Y COMBINATOR CREATES A NEW INVESTOR CATEGORY
PART TWO: THE FANS
CHAPTER 8: Encourage Eccentricity
NEW BELGIUM BREWING COMPANY: FAT AND HAPPY
CHAPTER 9: Bring People on an Odyssey
THE ODYSSEY OF… SNOWBOARDS
CHAPTER 10: Put Fans in the Front Row
OBAMA FOR AMERICA AND PUTTING FANS FIRST
CHAPTER 11: Build a Following
HUBSPOT EXTENDS ITS REACH WITH WEBSITE GRADER
PART THREE: THE BUSINESS
CHAPTER 12: Cut Out the Middleman
GOOGLE ELIMINATES THE NEED FOR MEDIA BROKERS
CHAPTER 13: Free Your Content
MYSQL OFFERS ITS SOURCE CODE TO DEVELOPERS FOR FREE
CHAPTER 14: Be Spreadable
WHY
MASHABLE'S
CONTENT IS SHARED ACROSS THE WEB
CHAPTER 15: Upgrade to Premium
FREE E-BOOK READERS AND CONTENT (OR BUY THE BEST)
CHAPTER 16: Loosen Up Your Brand
GOOGLE LIGHTENS UP ITS IMAGE WITH DOODLES
CHAPTER 17: Partner with Entrepreneurs
AMAZON.COM: THE WORLD'S MOST POPULAR AFFILIATE PROGRAM
CHAPTER 18: Give Back
RONALD MCDONALD HOUSE CHARITIES
CHAPTER 19: Do What You Love
BILL GATES TAKES CONTROL OF HIS LIFE
Acknowledgments
“Furthur” Reading
About the Photographs
About the Illustrations
About the Authors
End User License Agreement
Guide
Cover
Praise for Marketing Lessons from the Grateful Dead
Title Page
Copyright
Foreword
Introduction to the original edition
Preface
Table of Contents
Begin Reading
Acknowledgments
“Furthur” Reading
About the Photographs
About the Authors
End User License Agreement
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Praise for Marketing Lessons from the Grateful Dead
“Scott and Halligan have written one of the most inspired, practical, and unconventional books on the business bookshelf. Want to develop a cult-like following, establish a new category, and do what you love? Scott and Halligan—calling upon their innate marketing savvy and inspired by their passion for the Grateful Dead—show you how.”
—Marc Benioff, Chairman and CEO, Salesforce.com
“Demand everything. Expect nothing.”
—Bill Kreutzmann, cofounder and drummer, the Grateful Dead
“I miss Jerry. And I wonder… is your brand iconic? Why not? Hint: It has nothing whatsoever to do with hemp brownies. Becoming iconic is a choice.”
—Seth Godin, author of Linchpin; blogger; Deadhead
“For years, business theorists and corporate strategists have pointed to the Dead's example for insights into perennial issues and emerging challenges. Scott and Halligan focus on one key factor in the band's extraordinary artistic and business success—their iconic and enduring identity, not just as a band but as a brand. The authors' real appreciation for the Dead phenomenon, and their compelling and creative analyses of the Dead's marketing acumen, make this thought-provoking survey mandatory reading.”
—Nicholas Meriwether, Grateful Dead Archivist, University of California, Santa Cruz, and author of All Graceful Instruments: The Contexts of the Grateful Dead Phenomenon and Dead Letters: Essays on the Grateful Dead
“Jerry Garcia and his band were brilliant marketers. They understood that you grow your fan base one fan at a time, and they constantly came up with things to energize their base while continuing to build it. As committed fans and talented marketing pros, Brian and David have created a book that is both entertaining and informative.”
—Jim Irsay, Owner and CEO, Indianapolis Colts and owner of Jerry Garcia's guitar, Tiger
“David and Brian share my deep passion for music and its inspiration in our everyday lives. In Marketing Lessons from the Grateful Dead, they combine their marketing expertise with a zeal for one of the most successful and iconic bands of all time. They mold two subjects that are seemingly poles apart into one breakthrough book that is as entertaining as it is enlightening.”
—Del Breckenfeld, Director, Entertainment Marketing, Fender Musical Instruments Corp. and author of The Cool Factor: Building Your Brand's Image Through Partnership Marketing
“Marketing Lessons from the Grateful Dead explores the phenomenon created by the Grateful Dead showcasing the extraordinary power of music and the innovations the Dead developed to connect and bond with their audience.”
—Michael Lang, Co-Creator and Producer of the 1969 Woodstock Music & Art Festival and author of The Road to Woodstock
Also by Brian Halligan
Inbound Marketing:Attract, Engage, and Delight Customers Online (with Dharmesh Shah)
Also by David Meerman Scott
The New Rules of Marketing & PR: How to Use Content Marketing, AI, Social Media, Podcasting, Video, and Newsjacking to Reach Buyers Directly
Fanocracy: Turning Fans into Customers and Customers into Fans (with Reiko Scott)
Standout Virtual Events: How to create an experience that your audience will love (with Michelle Manafy)
Marketing the Moon: The Selling of the Apollo Lunar Program (with Richard Jurek)
The New Rules of Sales & Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business
World Wide Rave:Creating Triggers That Get Millions of People to Spread Your Ideas and Share Your Stories
Tuned In:Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs(with Craig Stull and Phil Myers)
Cashing In with Content:How Innovative Marketers Use Digital Information to Turn Browsers into Buyers
Eyeball Wars:A Novel of Dot-Com Intrigue
Marketing Lessons from The Grateful Dead
WHAT EVERY BUSINESS CAN LEARN FROM THE MOST ICONIC BAND IN HISTORY
Brian Halligan
David Meerman Scott
Foreword by
Bill Walton
Copyright © 2010, revised 2026 by Brian Halligan and David Merman Scott. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.Published simultaneously in Canada.
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 750-4470, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permission.
The manufacturer’s authorized representative according to the EU General Product Safety Regulation is Wiley-VCH GmbH, Boschstr. 12, 69469 Weinheim, Germany, e-mail: [email protected].
This publication has not been approved, sponsored, or licensed by the Grateful Dead.
Trademarks: Wiley and the Wiley logo are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates in the United States and other countries and may not be used without written permission. All other trademarks are the property of their respective owners. John Wiley & Sons, Inc. is not associated with any product or vendor mentioned in this book.
Limit of Liability/Disclaimer of Warranty: While the publisher and the authors have used their best efforts in preparing this work, including a review of the content of the work, neither the publisher nor the authors make any representations or warranties with respect to the accuracy or completeness of the contents of this work and specifically disclaim all warranties, including without limitation any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives, written sales materials or promotional statements for this work. The fact that an organization, website, or product is referred to in this work as a citation and/ or potential source of further information does not mean that the publisher and authors endorse the information or services the organization, website, or product may provide or recommendations it may make. This work is sold with the understanding that the publisher is not engaged in rendering professional services. The advice and strategies contained herein may not be suitable for your situation. You should consult with a specialist where appropriate. Further, readers should be aware that websites listed in this work may have changed or disappeared between when this work was written and when it is read. Neither the publisher nor authors shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.
For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002.
Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic formats. For more information about Wiley products, visit our web site at www.wiley.com.
Library of Congress Cataloging-in-Publication Data is Available:
ISBN 9781394378012 (Paper)ISBN 9780470900529 (Cloth)ISBN 9780470940846 (ePub)ISBN 9780470940938 (ePDF)
Cover Design: WileyCover Images: © mecaleha/Getty Images,© Man_Half-tube/Getty ImagesBack Cover Photograph: © Jay Blakesberg/Retro Photo Archive
The Grateful Dead was always known for generosity and the performance of numerous benefit concerts.
In this spirit, the authors are donating 100 percent of the profits from this book to The Grateful Guitars Foundation.
Grateful Guitars is a 501-c3 nonprofit that supports music instruction in schools to seed the next generations of musicians.
We also acquire world-class musical instruments for talented players who seek to carry on the tradition of jam band music into the 21st century and beyond. Through the powerful connection between skilled players and the highest quality instruments, our aim is to ensure that jam band music thrives decades into the future. Additionally, Grateful Guitars Foundation board members share Grateful Dead stage used instruments and gear from their personal collections with musicians who focus on Grateful Dead music.
www.gratefulguitars.org
Foreword
More than 60 years ago a bunch of young guys in the San Francisco Bay Area, living in their cars and on tomato soup made from tap water and ketchup packages lifted from fast-food restaurants, had a dream and vision of driving the train that would change our world on so many fronts.
That band of merry pranksters ultimately became the Grateful Dead. They have changed the way we live and think—in ways we don't even know. But of all the lasting impact that they have bestowed upon us, who would have ever thought that it would be their business and marketing models that would today be the envy of the culture that they all fought so hard to change.
And now a couple of young scientists, economists and historians, true new-age Cosmic Charlies—Brian Halligan and David Meerman Scott—have help on the way. They have come up with a fascinating story of how the Grateful Dead's counter-intuitive ways of doing business are really best business practices that work for everyone.
Brian and David's newest book, Marketing Lessons from the Grateful Dead, is like a powerful, hard-charging anthem that fills in so many blanks while closing the circle of life all around us. Like the Grateful Dead, Brian and David are transformational visionaries with a keen eye for the second set.
Their ability to synthesize the core values, beliefs, and best practices of the Grateful Dead are captured brilliantly in a thoroughly enjoyable and readily applicable package that is like the release of the band's next album—eagerly anticipated by all.
Like other daring visionaries, the Grateful Dead rejected conventional wisdom. They had a willingness and confidence to take a chance on something new and different. They cut themselves loose from their fear of failure and the unknown. They worked and they played on the edge, and did both loud, fast, and free of traditional constraints.
Their passion, creative spirit, imaginative soul, and industrious commitment to promote truth, fairness, justice, and the Grateful Dead way led them through the evolutionary transition where they went from playing for silver to playing for life. This book tells you how to make that transition for your own career.
In the band's never-ending battle against the dire wolves of deceit and false prophets (and profits), the Grateful Dead—a shining star, a beacon of hope on a bleak landscape—have been able to rise above the blinding madness with innovative promotional techniques, viral marketing, a commitment to customer service, personalized ticket and merchandising plans, and a sense of community and team that was unheard of years ago, but is clearly now the standard new path to the promised land. It all seems so simple—yet so frustratingly elusive. We all have two eyes, but still some of us can't see.
In life, we get rare opportunities to climb aboard a new bus heading down the road to where the water tastes like wine. Brian and David are today's newest chauffeurs. They have given us a fresh and delicious chance to get it done—and we might as well.
Like the Grateful Dead, they epitomize the mantra from so many roads traveled blindly, with little more than faith—“We sure don't know what we're going for—but we're going to go for it for sure.”
And that is why after gleefully consuming Marketing Lessons from the Grateful Dead and following these guys who have done so well by doing good, I stand tall and proud in my choice, satisfied with my willing sacrifice, and happy with my undying love and loyalty, while forever waving that flag, and singing loudly, “I'm with those guys.”
Marketing? The Grateful Dead? Who would have ever thought?
Once in a while you get shown the light, in the strangest of places if you look at it right…
—Bill Walton, basketball legend and Deadhead
Introduction to the original edition
“THERE IS NOTHING LIKE A GRATEFUL DEAD CONCERT”
First used in the liner notes of the Grateful Dead album Europe '72.
Picture a summer evening, and imagine that you are in a sold-out arena. The audience members have been partying all afternoon in the hot sunshine, hanging with old friends, meeting new ones, drinking, laughing, smoking….
The collective anticipation in the arena feels positively electric, enhanced by the sounds from the stage, which hums with tens of thousands of watts of pure power ready to rock. The house lights go down and a cheer goes up. Hundreds of tiny red lights on the band's onstage equipment are visible, blinking on and off like fireflies as the musicians shuffle onto the stage.
Phil Lesh, Bob Weir, and Jerry Garcia plug in and noodle around a bit on their guitars, their backs to the audience. The two drummers settle in behind their kits. One sends out a cosmic boom from a bass drum, and we in the audience feel it as much as we hear it. A cheer for the boom! Some people try to discern what song the band will open with, based on the quasi-riffs now being played. Set-list savants predict the opener to their friends, based on the algorithms they used that morning to query databases of every song ever played by the band. Then quietly, slowly at first, the band coalesces around a familiar tune. They turn to face the crowd. The lights come up. The volume is cranked. And 20,000 people collectively begin to boogie. Another Grateful Dead concert has left the station.
The Grateful Dead emerged out of San Francisco in 1965, during an exceptional period in American history. The Vietnam War was escalating and the civil rights movement was in full swing. Young people were beginning to question authority in large numbers, and the counterculture scene was growing. The band grew in popularity during the late 1960s, releasing their first album in 1967 and playing Woodstock in 1969. But unlike many other bands that faded away or broke up, the Grateful Dead played on into the 1970s, 1980s, and 1990s, with band members continuing to play together today, gaining new fans along the way, including us.
We decided to take our fandom to a new level and write about the Grateful Dead. However, we're certainly not the first people to identify the Grateful Dead as a band worthy of study. In the past few years, a wave of interest in the band has emerged in a wide variety of fields.
A conference at the University of Massachusetts at Amherst called “Unbroken Chain: The Grateful Dead in Music, Culture and Memory” brought together scholars, fans, artists, performers and members of the extended Grateful Dead family for the first major university conference on the enduring legacy of the Grateful Dead experience. The conference included more than 50 presenters in 20 panel discussions ranging from music composition and improvisation to an examination of the band's business model. There were musical performances, gallery exhibits, and presentations; and the conference served to legitimize the study of the band. Brian attended the conference and it got his mind spinning about the possibilities of the band as a marketing example.
