Book Review: “Marketing Lessons from the Grateful Dead” Part 2
August 25, 2010 1 Comment
[tweetmeme source= “brennels” only_single=false]So, here is a question. Why not KISS? Comon, admit it who doesn’t remember being a member of the Kiss Army? I guess, there could be an argument for a Kiss marketing case study except Kiss was always about the money and there wasn’t much that was free. Don’t get me wrong I still have plenty of Kiss memorbilia in the basement but exploitation isn’t exactly the lesson of “free access” that the Dead embarked on with their fans. The second section of “Marketing Lessons from the Grateful Dead” focuses on the fans and how the fans help create a subculture that enhanced the Grateful Dead brand and experience.
Again, the authors, do a great job of relating how the unfettered access to the band and how the band listened to their fans allowed them to enhance their brand experience created an entirely new market. By allowing Deadheads to record their live shows for free, providing premium seating for the dedicated faithful and encouraging their fans to be “free”, allowed the Grateful Dead to develop a loyal following that grew into thousands of individual promoters.
This concept is often utilized today with creating user communities and providing privileged access to shared information versus charging for it. This “freemium” marketing model helps bring customers into a community of shared interests where they are free to participate in anything from product development, design and ultimately spread the word about your brand.
So the lesson is: Listen to your fans! They have ideas that will help shape and ultimately contribute to your brands success.