David Meerman Scott & Brian Halligan 
Marketing Lessons from the Grateful Dead [PDF ebook] 
What Every Business Can Learn from the Most Iconic Band in History

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!

Зміст

Foreword xi

Introduction xv

Part One The Band 1

Chapter 1 Create a Unique Business Model 3

Chapter 2 Choose Memorable Brand (and Band) Names 13

Chapter 3 Build a Diverse Team 21

Chapter 4 Be Yourself 29

Chapter 5 Experiment, Experiment, Experiment 37

Chapter 6 Embrace Technology 45

Chapter 7 Establish a New Category 53

Part Two The Fans 59

Chapter 8 Encourage Eccentricity 61

Chapter 9 Bring People on an Odyssey 69

Chapter 10 Put Fans in the Front Row 79

Chapter 11 Build a Following 87

Part Three The Business 95

Chapter 12 Cut Out the Middleman 97

Chapter 13 Free Your Content 105

Chapter 14 Be Spreadable 113

Chapter 15 Upgrade to Premium 119

Chapter 16 Loosen Up Your Brand 127

Chapter 17 Partner with Entrepreneurs 135

Chapter 18 Give Back 143

Chapter 19 Do What You Love 151

Acknowledgments 157

‘Furthur’ Reading 159

About the Photographs 161

About the Illustrations 161

About the Authors 163

Про автора

David Meerman Scott (Web Ink Now.com; Lexington, MA) is a marketing strategist, keynote speaker, seminar leader, and bestselling Wiley author. In his consulting work, David specializes in using online content to market and sell products and services to customers worldwide. He has presented at industry conferences and events in over 20 countries on 4 continents. As an award-winning marketer and writer, Scott has developed online marketing programs responsible for selling well over one billion dollars of products and services. Scott is an instructor for the Pragmatic Marketing’s Effective Marketing Programs seminar that shows participants how to develop a convincing plan for anything from a single campaign to a strategic go-to-market initiative.

Brian Halligan (hubspot.com/bhalligan; Cambridge, MA) is co-founder and CEO of Hub Spot, Inc., an Internet marketing company dedicated to helping small businesses leverage the Internet to ‘get found’ by qualified prospects and convert more of them into leads and customers. His blog, blog.hubspot.com, ranks as one of the world’s top 100 marketing blogs, according to Ad Age Magazine. Brian is a frequent lecturer at MIT and Harvard Business School on the science of selling and marketing. He also frequently speaks at conferences, such as the New Marketing Summit, Search Engine Strategies, and the Inbound Marketing Summit.