Scott / Halligan Marketing Lessons from the Grateful Dead

What Every Business Can Learn from the Most Iconic Band in History
1. Auflage 2010
ISBN: 978-0-470-94084-6
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 192 Seiten, E-Book

The Grateful Dead-rock legends, marketing pioneers
The 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 community,collaborating 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!

Autoren/Hrsg.

Scott, David Meerman

Halligan, Brian

Inhaltsverzeichnis

FOREWORD.
INTRODUCTION.
PART ONE THE BAND.
Chapter 1 Create a Unique Business Model.
Chapter 2 Choose Memorable Brand (and Band) Names.
Chapter 3 Build a Diverse Team.
Chapter 4 Be Yourself.
Chapter 5 Experiment, Experiment, Experiment.
Chapter 6 Embrace Technology.
Chapter 7 Establish a New Category.
PART TWO THE FANS.
Chapter 8 Encourage Eccentricity.
Chapter 9 Bring People on an Odyssey.
Chapter 10 Put Fans in the Front Row.
Chapter 11 Build a Following.
PART THREE THE BUSINESS.
Chapter 12 Cut Out the Middleman.
Chapter 13 Free Your Content.
Chapter 14 Be Spreadable.
Chapter 15 Upgrade to Premium.
Chapter 16 Loosen Up Your Brand.
Chapter 17 Partner with Entrepreneurs.
Chapter 18 Give Back.
Chapter 19 Do What You Love.
Acknowledgments.
"Furthur" Reading.
About the Photographs.
About the Illustrations.
About the Authors.

Über Autor(innen)

Brian Halligan has seen the Grateful Dead perform more than100 times. He is CEO & confounder of HubSpot, a marketingsoftware company that helps businesses transform the way theymarketthier products by "getting found" on the Internet. Brian is alsocoauthor of Inbound Marketing: Get Found Using Google, SocialMedia, and Blogs and is an Entrepreneur-In-Residence at MIT. Inhis spare time, he sits on a few boards of directors, follows hisbeloved Red Sox, goes to the gym, and is learning to playguitar.
Learn more at www.hubspot.com.
Follow Brian at twitter.com/bhalligan.
Since his first Grateful Dead show when he was a teenager in1979, David Meerman Scott has seen the band perform over 40times. David is a marketing strategist and a professional speaker.He is the author of the Business Week bestselling bookThe New Rules of Marketing & PR and several other books.He speaks at conferences and corporate events around the world. Heloves to surf (but isn't very good at it), collects artifacts fromthe Apollo moon program, and maintains a database, with 308 entriesat this writing, of every band he has seen in concert.
He is a graduate of Kenyon College where he listened to a heck of alot of Grateful Dead in his dorm room.
Learn more at www.webinknow.com.
Follow David at twitter.com/dmscott.