Management Practices

Marketing Lessons from the Grateful Dead (Book Review)

July 10, 2011 | 5:19 PM
Marketing Lessons from the Grateful Dead (Book Review)

Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History
Published by: John Wiley & Sons, Inc
Reviewed by: Malynda Vigliotti, owner of Boom Boom Brow Bar in New York

Reviewed by: Malynda Vigliotti, owner of Boom Boom Brow Bar in New York

What is the book about?

It’s about the marketing genius of The Grateful Dead, and how ahead of the time the band’s concepts and strategies were. The book is based on establishing a fan base and how to utilize it to the fullest. Giving things away for free and letting the fans spread the word. The Dead let people tape their shows for free—they would actually hand out cassette tapes to encourage it, because then the tapes would be passed from person to person, spreading awareness. That is something I really believe in as a small-business owner in NYC and always have. If you have them at hello, you have lifers. Love that!

Why did you like this book? I love The Dead and I think it is so remarkable that they had such a huge following—and still do. They were different, and quite honestly, they were pioneers for social media based on such a simple business model.

What was the biggest takeaway message for you? My existing client base should be coddled and rewarded. They are my greatest gift, should not be taken for granted and should be treated specially.

What idea did you implement in your business or personal life? To be conscious of the fact that I would be nothing without my fans/clients. When people are happy, they are loyal and that happiness spreads and it feels really good.

Why would you recommend this book to other professionals? Customer service has fallen by the wayside, but as a small business, that is what can actually set you apart and pave the way to making a connection. People still crave intimacy and it’s the little things these days that set you apart.


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