Monday, May 2, 2011
How to be, by the Grateful Dead
Denise Crittendon had an interesting story in DELIVER, a paper magazine sent out by the US Postal Service. It’s beautifully designed, old school (I did hear they are a bear to write for, though).
Anyhow, she talked about a book by David Meerman Scott and Brian Halligan, called Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History.
The Dead are all about their fans—customers, to you.
The Dead treated their fans with respect. The best fans (they kept track) got front-row seats or seats in special sections.
Scott used the example of a magazine that charges $10 at first, $30 to renew. The older fans got the low price, not the high one.
The Dead also alerted people to things on the web they can get for free—and they used the mail to do it.
The core of the Dead marketing was concerts—they made each concert great. Getting someone to a concert was more important than selling a record.
They didn’t go nuts if someone used their logo—they contacted the company and said here is how to do it legally.
They redefined themselves—a jam band, instead of fitting into blues, jazz, classical, country.
Be yourself. Have fun. Make it show.
The Dead also did many benefits and gave back.
They created partnerships with their fans. They even let them record the concerts.