Marketing Lessons From The Grateful Dead – Side B

Long Beach NY

29 April, 2021

9:53 AM

Description

A couple of weeks ago, I published Side A of this article about marketing lessons that we can adapt from the Grateful Dead band. Click here for the first part of the article. In Side B of my article, I provide several additional important lessons from those marketing geniuses who also happened to create great music and fabulous event experiences. Credit goes to Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History (Wiley, August 2010) written by David Meerman Scott and Brian Halligan. _______ Put fans in the front row. The band managed ticket sales for concerts. Instead of the conventional ticketing process, the band established an in-house ticketing operation. This permitted the band to announce its tours, personally treat fans to the best seats and create loyalty. The lesson here is to treat customers with care and respect. The most passionate fans tell others about you. Free your content. The band, contrary to what still is practiced in the music biz, encouraged fans to record the live shows, even allowing them to place recording gear near the mixing board to obtain the best sound quality. The Dead removed barriers to their product, brought in new fans and grew sales. In today’s online marketing, sharing ideas such as I am doing here on Patch, attracts greater interest from other potential customers. Partner with those who are eager to sell your stuff. Most bands prohibit the sale of merchandise other than the “official” goodies. The Dead sold their “stuff” but they also partnered with the vendor community that resulted in creative and revenue generating uses of their brand name. Working closely with competitors might just open opportunities that always had been behind closed doors. Give Grateful-ly. The Grateful Dead frequently supported causes important to them. Giving back to the community was a critical component of the band’s brand image. Their favorite organizations were permitted to educate fans at concerts about critical matters, and fans learned that the band’s commitment was authentic. As business owners, we must establish ties to our communities through our customers. We need to champion programs that provide attention and benefits to the people who live, work and play in our communities. Do what you love—even if it takes a while to get it right. The Grateful Dead loved their music and their interaction with fans. Though it broke the mold of music, they stuck with their chosen path and prospered even during tough times. To be like the Dead, let’s each live our own dreams for success, make adjustments along the way if necessary, and enjoy life.                        It’s not enough to be the best at what you do.          You must be perceived as the only one who does what you do.                                              ~ Jerry Garcia