Believe me, I was shocked that you could learn anything…hmm, how to put this…business-related from the Grateful Dead. You can certainly learn other…stuff…from them, or at least from the people who go to their shows. But you’ve got to admit, it’s a catchy name for a webinar! The webinar, which was recently presented by HubSpot, was based on a new book (by the same name) written by HubSpot’s founder and CEO, Brian Halligan, and best-selling author and marketing strategist, David Meerman Scott. Also participating in the webinar was former basketball star and rabid Grateful Dead fan (he’s in the Grateful Dead’s Hall of Fame) Bill Walton. Here’s what they had to say:
Marketing Lesson 1: Innovate and create a unique business model
The Dead turned the world of music on its head by relying on concerts, rather than album sales, for revenue. They traveled constantly, and each show, each set, was different from the previous show. They even let fans tape and distribute their shows. The lesson: don’t do what everyone else does. For great examples of doing things differently and succeeding, look no further than ZipCar or Southwest Airlines.
Marketing Lesson 2: Build a following
The Dead hired a guy to travel with them, sit at a table at each concert venue, and gather the names and addresses of fans who wanted to keep in touch with the band. The Dead was able to build a huge mailing list, and they used it to maintain their ties with their fans. The lesson: Use database marketing. Gather the names and email addresses of people who download your whitepapers and podcasts. Connect with as many people in your target market via social media as you can.
Marketing Lesson 3: Bring people on an odyssey
The Dead let the people in the audience define the experience. Their shows were known as a safe haven, away from the “real world,” where people could really let loose, and the Dead were very happy to have everyone along for the ride. The lesson: Remove barriers between you and your target audience so you can connect in meaningful ways, and not just on social media. Do videos and podcasts. You want to have conversations with your audience, and in doing so, you’ll let your audience define their experience with your company and brand.
Marketing Lesson 4: Encourage eccentricity
When The Dead learned that people were spinning to their music out in the hallways of stadiums and concert halls, they started piping their music through speakers to the hallways. Companies that understand and encourage eccentricities develop a loyal customer base. Lesson: Personality counts for a lot. Let yours inform your marketing efforts. The less boring and more interesting you are, the better.
Marketing Lesson 5: Do what you love
The Dead did what they loved: play music and travel. And they were very successful. Lesson: Live your own dreams, not someone else’s, and do what you love. You’ll be happy, your excitement and belief in your product or service will be contagious, and your customers will respond.
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