Authors and marketers David Meerman Scott and Brian Halligan say today’s popular and effective marketing ploys were born on the road with one of the most iconic bands of all time — The Grateful Dead.
“Not many realize they were marketing pioneers. [They] pioneered many social media and inbound marketing concepts that industries use today. Every business can learn from what The Grateful Dead has done over a 45-year career.”
Here’s some groovy advice from their book, “Marketing Lessons From The Grateful Dead,” on how the Dead’s marketing brilliance can be used in today’s business world.
1) Carve out your own landscape. The Grateful Dead created a business model that was the exact opposite of every other band’s at the time. Rather than focusing on selling albums, they focused on generating revenue from live concerts, and in doing so, created a fan “experience.”
“Products that are highly differentiated can still succeed today, but it’s much harder to win if your business model is the same as your competitors’,” Halligan says. “Your job is to do research about your industry and create a cascade of unique benefits for your customers.”