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Marketing 101 Grateful Dead Style

Brian Halligan and David Meerman Scott have business chops - and love the Grateful Dead.  The two bring both passions together in a soon-to-be published book.  Halligan calls that the seminal  San Francisco band's approach to rewarding the loyalty of its fan base is a '...giant case study in doing marketing right.'  Their new book, Marketing Lessons From The Grateful Dead cites a number of ways that the band's conscious or karmic decisions that challenged conventional wisdom in the music business contributed to the longevity of the band when it was together and continue to play a role in the ongoing projects former members are involved in.  Recognizing the benefits of building a means of keeping in direct contact with fans, the Dead developed a mailing list that helped them build, inform and reward a loyal fan base more than a decade before the concept of database marketing went mainstream.   Letting fans record and swap concert tapes created a viral marketing momentum to ticket sales that allowed the group to derive a more revenue from touring - something all groups are now desperate to do to offset the decline in music sales.  The book, published by Wiley (a name Garcia would appreciate), comes out August 2.


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