![]() ![]() You do not merely want to be considered just the best of the best. There are many ways to do something similar in any business. Give away the recording, but sell the show, the t-shirt, and the Cherry Garcia ice cream. And yet the trust and awareness you build with valuable content is the essence of what a brand is, and that brand allows you to continue selling related things to people for years. Telling people how to do something is not the same experience as doing it for them – so in that sense you’re not giving anything away. If you’re still afraid to give anything of value for marketing purposes, you need to think long and hard about what it is you’re really selling. Plus, getting people to the live venue fueled the other profit center for the band – merchandise. The distribution of recordings from fans to future fans intensified and channeled desire for the authentic experience of a Dead show. Rather than restrict recording and bootlegging, the Dead saw the practice as a gift from the fans, not a gift to them. The Dead knew that its related “thing” was not the band’s recorded albums, or even the bootleg recordings of the shows, but the experience of the live show itself. ~Jerry GarciaĬontent marketing, in its simplest definition, involves giving away something valuable in order to sell something related. The ThingĪnd the live show is still our main thing. So what are the key differences that set the Dead apart from, well … the dead when it comes to content marketing? Let’s see what Grateful Dead co-founder Jerry Garcia had to say. This turned attendees into raving fans – a word-of-mouth marketing force that out-performed most of the contrived corporate attempts we see today in social media. Instead of banning recording at concerts, the Dead actively encouraged audience taping and distribution of the band’s legendary live shows. And a big part of how it happened was due to the band’s pioneering content marketing approach. Jokes aside, no one can argue the cultural influence of the Dead and the legions of loyal Deadheads who continue to love the band. What did one Grateful Dead fan say to the other when the drugs wore off? ![]()
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