The Grateful Dead began in 1965 and has endured ever since with almost constant touring and several incarnations. The most recent, Dead & Company, came to a close this past Sunday night in San Francisco. We thought it would be appropriate to talk about the marketing genius of the band's long, strange trip and what we can learn from them.
1. Embrace a Strong Brand Identity
The Grateful Dead created a distinctive brand identity that resonated with their fans. From their iconic "Steal Your Face" skull to their psychedelic album covers and concert posters, they built a visual identity that was instantly recognizable and became synonymous with their music and lifestyle. Make sure your brand is instantly recognizable to your market and makes them feel connected.
2. Focus on Building a Community
The Grateful Dead cultivated a loyal and dedicated fan base called "Deadheads.", (including all of us here at GoodPeople Promotions!). They fostered a sense of community and belonging among their fans through shared experiences at concerts, fan gatherings, and online forums. This community not only supported the band but also became advocates, spreading the word and attracting new fans. You can create community by sharing events and news from your target market and by promoting them.
3. Give Them Something For Free
The Grateful Dead encouraged the recording and sharing of their concerts, allowing fans to create and exchange bootleg tapes freely. This unique approach helped create a sense of camaraderie among fans and generated excitement for upcoming shows. A promotional product giveaway creates a memorable moment to the recipient and they will remember you when it's time to purchase.
4. Embrace Technology
The band embraced technology early on and recognized its potential for reaching a wider audience. They were pioneers in using live concert streaming and interactive online platforms, connecting with fans across geographical boundaries. Don't be afraid to utilize new platforms to reach new customers.
5. Word of Mouth Marketing
The Grateful Dead relied heavily on word-of-mouth marketing to promote their shows. The positive experiences of existing fans, combined with the sharing of concert tapes, helped attract new fans to their live performances. The best way to achieve this in your business is by providing a great product or service, on time and at least match expectations. You can encourage referrals with promotional products!
6. Learn from Failures and Adapt
The band faced challenges and setbacks throughout their journey, but they learned from their mistakes and adapted their strategies accordingly. Being open to change and continuously improving is essential for long-term success in marketing and business.
Thank you, Dead & Company, for 8 great years of music and experiences! We can't wait to see what's next!
If you'd like to read more about this, check out the book, "Marketing Lessons from the Grateful Dead: What every business can learn from the most iconic band in history" by David Meerman and Brian Halligan