Based their experience on: Friendship, growing up together, sharing a strong musical and spiritual bond.
Compared it to a secret society
Rather innovative at the time. “Helped promote the experience outside of the experience.” brought thousands together before the times of internet. created community and kept constant connections between customers, kept people engaged.
They look like us, they act like us, they make mistakes. created a special bond where they felt human and relate able. Perfect marketing because when the band messed up people loved it. not many companies have that luxury.
Rockon CH 9
Chapter 9Bring People On An Odyssey Alyssa Tierney Taylor Linderman
"The Grateful Dead let their audiencedefine the Grateful Dead experience. They made fans an equal partner in a mutual journey"
- Renews ties to people who would not see oneanother under normal circumstance- Creates ties between people that wouldntnormally exist
Used newsletters that included band updates, concerts,events and even personal information about band members like wedding announcements.
"Communities define who we are.Companies cannot force a mindset on their customers"
Questions: Are there any communities or companies today thatare equivalent to being a deadhead in today’s society? In your opinion is it ever worth fighting for control of your marketing message, or should you accept the brand customers are creating if it leads to sales? Why?
Sources:• Marketing Lessons from the Grateful Dead, Scott and Halligan
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