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Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History Copertina rigida – 20 agosto 2010
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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!
'...a short but inspiring book which will give every business person pause for thought and some good ideas.' (TheBookBag.co.uk, August 2010).
'...fits four decades' worth of guitar solos and weed smoking into the context of recent American marketing.' (The Guardian.co.uk, September 2010).
'...there's certainly much to be taken away from this book'. (Business Life, October 2010).
'...a well-written and sprightly little book... they may just be on to something.' (Management Today, Octobe 2010).
'...offers advice to marketing executives across a broader range of industries.' (Director, October 2010).
--Nicholas Meriwether, Grateful Dead Archivist, UC Santa Cruz, and author, All Graceful Instruments: The Contexts of the Grateful Dead Phenomenon and Dead Letters: Essays on the Grateful Dead.
"Demand everything. Expect nothing."
--Bill Kreutzmann, co-founder and drummer, The Grateful Dead
"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. & 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 & Producer of the 1969 Woodstock Music & Art Festival and author The Road to Woodstock
"Halligan and Scott 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 & CEO, salesforce.com
"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
"Being a 20-year member of the Grateful Dead's extended family, it's safe to say that we never felt like we were being marketed to in any way. The Dead treated us right by reaching out to us and keeping us in the know. Brian Halligan and David Meerman Scott's book Marketing Lessons from the Grateful Dead is an eye opener with keen observations. Who would have thought so many years ago that there was any plan in place at all?"
--Ken Hays, Big Boss Man, Gathering of the Vibes
"...a well-written and sprightly little book. If you learn these lessons, you will have a better company and you will have a better life..."
--Geoff Travis, Management Today
- ASIN : 0470900520
- Editore : John Wiley & Sons Inc; 1. edizione (20 agosto 2010)
- Lingua : Inglese
- Copertina rigida : 163 pagine
- ISBN-10 : 9780470900529
- ISBN-13 : 978-0470900529
- Peso articolo : 226 g
- Dimensioni : 12.95 x 2.03 x 17.78 cm
- Posizione nella classifica Bestseller di Amazon: n. 37,043 in Impresa, strategia e gestione (Libri)
- n. 414,368 in Libri in inglese
- Recensioni dei clienti:
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Am I in business? - No, as I am retired.
Am I interested in the Grateful Dead? - You've guessed it, YES!!
Anyone interested in the GD or in the music industry will enjoy this book, and how a band did everything "the wrong way" in conventional marketing terms, yet went on to be one of the most successful bands, and indeed their marketing machine continues to this day. How many bands have ever created a "tapers" section (near the mixing desk in the optimum position) so that their concerts might be taped and encouraged their fans to trade taped freely. Contrary to harming the band's income, it "spread the word" and increased their popularity and produced a massive "audience" for high quality live recordings which the band eventually released. As often is the way, by "giving", they received more in return.
The book is highly readable, and for someone like me who has many books on the GD, gave a different slant on the whole GD culture. An amusing quote from the book and in some ways kind of sums it up is:
"The eccentric reads instead of watching television. The eccentric rides a bike instead of driving. The eccentric is us. And the eccentric is you (after all, you're reading this really weird book on Grateful Dead marketing! What would they think if they knew?!).
In other words, eccentrics are a huge market".
So if you want an entertaining read, written by a couple of Deadheads that know marketing, yet often make you smile, give this little book a try - I bet you will enjoy it!