Marketing Lessons From The Grateful Dead by David Meerman Scott and Brian Halligan is hawked as “presenting (sic) the most compelling case study in the history of social media and inbound marketing based on the band that pioneered it all.” It’s true. Sugaree lives,
Before we had a name for ‘inbound marketing’ or ‘social media,’ the Dead knew what it was and how to work it.
They stood out from their competition by being different and being themselves. If you ever attended a concert where Jerry forgot some words, they made even their lifestyle a unique service that embraced who they were, without apology and with an éclat never since replicated.
The book begins with a foreword from ostensibly the world’s biggest Deadhead, though there are many contenders for that title. It’s hard to argue with basketball legend, Bill Walton, at 6’11″ who saw the band over 750 times. Read the forward; you won’t be able to put the book down.
Halligan, a marketing expert and HubSpot CEO, comments on the inspiration for the collaborative writing effort: We (sic)… ” had been talking about the Grateful Dead as social media pioneers in the days before the Web… We collaborated on a HubSpot webinar and the tremendous feedback showed us that this concept really resonates with people.”
That resonation makes sense. The Dead’s fan base was/is the baby boomer population, now approaching retirement. This population sector is a powerful online presence. It is also a population sector that embraced the ‘live for today’, instant gratification mindset and is notoriously underfunded for approaching retirement.
Many of this generation would like to retire earlier to enjoy retirement years before health declines kick in. They have deferred savings in deference to their engaged existence in the present. Marketing Lessons From The Grateful Dead is likely to resonate strongly with them.
Specific chapters address such ideas as challenging prevailing industry assumptions. Remember how you could tape a Dead concert without risk or problems? The band considered it a compliment and even encouraged it. They even had a special taping section.
Turn your customers into followers. Bypass traditional marketing networks and go direct. The new online social media is paving the way in this endeavor.
Customer experience is now called “branding.” Dead concerts were an interactive experience, a personal connection between the Band and the audience. This is the optimal relationship of successful internet marketing today.
For the Dead generation that didn’t save for retirement, think again, like Jerry. Read this book. Take it to heart.
You can take the lessons pioneered by the Dead and build something now with no regrets later and validation for the way you’ve lived your life to date.
Marketing Lessons shows you how to build supplemental income if you take the lessons seriously and apply them.
Start building that income now and you can sit back by the fire and rock on to “Uncle John’s Band,” though your grand kids prefer Lady Gaga. Sugaree lives.