Garcia and Clapton were on a safari and got captured by natives who were going to kill them.
“Any last requests?” Garcia speaks up and says, “Yes, get me a guitar I want to play the long version of Truckin.”
They look at Clapton and he says: “Kill me first!”
I was never a huge Grateful Dead fan. I enjoyed a handful of tunes and most likely would have become a Dead Head had I attended a live show. Yet, the band’s ability to try new things and improvise completely impressed me. They were so innovative that two authors co-wrote a book on their learnings.
“Marketing Lessons From The Grateful Dead by David Meerman Scott & David Halligan.
The band re-invented the way entertainment acts marketed and promoted tours. Today we are going on a mini-tour with the Dead and I’ll share my findings from this excellent read.
The Dead played over 2,300 shows, each show offering fans a completely new experience. The ambiance they created was more than an ensemble playing up on stage… It was a happening, a destination. Every night a different show took place. Trying out a new marketing plan for your fans is like a play, you don’t know if it works until you get in in front of an audience. This was the Grateful Dead’s strong suit. They invented new shows by mashing genres together. This gave their fans a strong incentive to see more than one show.
Below are my favorite three insights from “Marketing Lessons From The Grateful Dead.” by David Meerman Scott & David Halligan
Place Your Customers & Fans First
The Dead made sure they always placed their fans first! By controlling ticket sales they were able to oversee the entire fan experience. Album sales came second. Which in the 1970s was the opposite formula of the music industry. They created an ambiance at each show that placed fans in the front seat. They encouraged all attendees to film and record their shows, they even set up a taper section. Taping and trading recorded shows became a Dead sub-culture.
“Grateful Dead shows were a place where people bonded. The traveling caravan was a true community—a collaboration between the fans and the band—providing “Deadheads” with a sense of belonging.” – “Marketing Lessons From The Grateful Dead.”
When was the last time you offered your clients or fans something new? Can you place your biggest fans in the front seat?
Take a look at this simple message that the Dead used for their marketing.
Who are you? Where are you? How are you?
Send us your name and address and we’ll keep you informed.
Deadheads, P.O. Box 1065, San Rafael, California 94901.
This message encouraged fans to reach out. The band followed up with each inquiry with a show announcement. This process materialized through snail-mail. Damn, could you imagine having to lick and seal envelopes and stamps? The sheer fact of having to go to the Post Office on a weekly basis fills me with anxiety. The internet has made our lives so easy. Find a direct connection to your fan base other than social media so that you can control all the data.
The biggest takeaway I found from “placing your customers first.”
- Create a way to have a direct connection to your fanbase
- Stay in touch with them
- Engage in conversations ( this is where the magic happens )
- And to find a way for fans to experience your offering on a more intimate level.
Try Something New
Could you imagine playing 2,300 shows and every single one of them being the same? What if your venue booked the same acts every single week for the next 10 years straight? How would your fans react? Would your staff be sane?
The Dead improvised, revised and tried new shows. You will never know what’s going to stick if you are afraid to explore. The Dead had their fair amount of bad shows but they never let it get them down. They got back up and tried something new. As long as you are learning from your mistakes the show will go on.
Hardcore fans will always want to hear the same song ( Free Bird) or drink the same beer in that same bar stool. What percentage of sales does that customer account for? And more importantly, how will doing the same thing over and over impact your growth?
This week work on something new. A new offering, A new song, A new way to approach your fans. See your offerings through a different lens.
Be Grateful and Be Yourself.
The Dead believed in gratefully returning the favor. They supported anything that had to do with improving their hometown San Fransico. They let charities set up in the hallways of concert venues. They supported issues that revolved around voter registration and organ donating. The band’s support was authentic. It was the cause and community that projected meaning into their fans.
It is important to find meaning and causes that you can naturally get behind. When it’s forced, the crowd will abandon the tour. ….
Be Yourself
“Dead members were simply themselves—dope-smoking, music-loving, San Francisco hippies.” – Marketing Lessons From The Grateful Dead.”
We all make mistakes and society is quick to judge when you are off-key. Could you imagine being on stage, starting to play a song, and then stopping? How would you handle this? Would it define you? The Dead did this all the time and their fans were ok with it. They sent the message to each fan that said. “Hey we’re human”, and mistakes happen. And the show went on. In an age where everyone is filming your everyday moves. Embrace your vulnerable side and be ok with making mistakes. It’s okay to make mistakes as long as you are learning from them.
Check this newsletter out from a Spring of 1972 newsletter.
“You probably have been wondering what it’s all about . . . just as much as we have at times. We originally had hopes of establishing some sort of communication system between all of you out there. However, our own lack of money has prevented us from doing what we originally intended.” – “Marketing Lessons From The Grateful Dead.”
It’s important to script and rehearse your message. Yet, it is also important that it is your own unique voice and not the voice of your PR director.
History offers us a chance to learn from the good and the bad. The Grateful Dead carried the stigma of a bunch of dope-smoking hippies. In reality, they created the following.
- Freemium platforms for fans
- Direct business to consumer engagement
- A unique fan experience
- And a fun-loving community
Start the tour of your dreams by implementing a marketing lesson from the Dead.
Till next week…..keep on Truckin
