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 "e;freemium"e; 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, "e;lose control"e; to win, create passionate loyalty, and experience the kind of marketing gains that will not fade away!

The Grateful Dead-rock legends, marketing pioneersThe Grateful Dead broke almost every rule in the music industrybook. They encouraged their fans to record shows and trade tapes;they built a mailing list and sold concert tickets directly tofans; and they built their business model on live concerts, notalbum sales. By cultivating a dedicated, active communitycollaborating with their audience to co-create the Deadheadlifestyle, and giving away "freemium" content, the Dead pioneeredmany social media and inbound marketing concepts successfully usedby businesses across all industries today.Written by marketing gurus and lifelong Deadheads David MeermanScott and Brian Halligan, Marketing Lessons from the GratefulDead gives you key innovations from the Dead's approach you canapply to your business. Find out how to make your fans equalpartners in your journey, "lose control" to win, create passionateloyalty, and experience the kind of marketing gains that will notfade away!

Foreword xiIntroduction xvPart One The Band 1Chapter 1 Create a Unique Business Model 3Chapter 2 Choose Memorable Brand (and Band) Names 13Chapter 3 Build a Diverse Team 21Chapter 4 Be Yourself 29Chapter 5 Experiment, Experiment, Experiment 37Chapter 6 Embrace Technology 45Chapter 7 Establish a New Category 53Part Two The Fans 59Chapter 8 Encourage Eccentricity 61Chapter 9 Bring People on an Odyssey 69Chapter 10 Put Fans in the Front Row 79Chapter 11 Build a Following 87Part Three The Business 95Chapter 12 Cut Out the Middleman 97Chapter 13 Free Your Content 105Chapter 14 Be Spreadable 113Chapter 15 Upgrade to Premium 119Chapter 16 Loosen Up Your Brand 127Chapter 17 Partner with Entrepreneurs 135Chapter 18 Give Back 143Chapter 19 Do What You Love 151Acknowledgments 157"Furthur" Reading 159About the Photographs 161About the Illustrations 161About the Authors 163