As farfetched as it may sound, the band Grateful Dead proves to be a great case study for smart marketing and social business strategies. Although the band has been around since the 1960s, long before the Internet explosion and other social media tools like Twitter, Facebook, and mobile phones, they have been able to focus on their fans and passion through successful and positive word of mouth marketing. The band has employed contrasting marketing tactics, something that any organization can learn from.
1. Focus on Your Customers
The band is very focused on and passionate about pleasing their fans. Unlike other bands relying on ticketing services, they have developed their own ticketing service and sells the best house seats directly to their fans.
2. Give it Away
The band welcomes fans to record their concerts by creating a “tapers section.” These recordings were free from limitations and copies could be made to for friends. They also encourage photography at their shows, whereas other bands’ concerts typically have a “no cameras or recording equipment” policy. Even though content such as this are free, there are those diehard fans or people who are willing to pay for premium packages.
3. Connect Fans with Each Other
Fans are able to connect with each other through merchandise and concert experiences. Furthermore, this leads to the development of meaningful and deep relationships among fans, thus creating and reuniting a loyal network of fans and friends.
4. Make the Experience Matter
Although The Grateful Dead plays crowd favorites at their concerts, all of their show are varied due to improvisation. The band makes each concert and recording special and unique. Because of this attention to detail, concert attendees feel like they will get a unique experience every time.
The band demonstrates smart and strategic community building and marketing tactics. All organizations can learn from the band and use these social strategies to their advantage. With the availability of social networks, connecting with clients and improving customer service has never been easier and swifter. Remember to keep your clients, or fans, the center of attention.
Written by Chris C.
