When I was reading for class today, I noticed a section that
really sparked my interest. Not saying our reading assignments aren’t always
compelling, just that this section really made me feel like a nerdy marketer. In
“Real-Time Marketing & PR,” David Meerman Scott explained how the Grateful
Dead used real time marketing tactics on their 2009 tour.
I was completely surprised that a band as old as my father
was using marketing strategies that certain corporations still haven’t even
begun to develop. Apparently, you don’t have to be a millennial to use
technology. I would have expected these marketing strategies to instead come
from a pop singer and her hefty entourage of PR associates. Little to my
surprise, the Grateful Dead is a bunch of grown-up hippies.
No matter your age, you can successfully run your business
in real time, and below is how the Grateful Dead succeeded.
1. The band produced CDs in real time for concertgoers. The
recording crew burns three CD tracks during the show. Then, before the audience
leaves the concert they can pick up the recording of the show they just
witnessed.
2. The band created real time photo books for their
audience. During the show, the Grateful Dead’s photographer took
behind-the-scenes photos and immediately posted them to Blurb.com. Afterwards, the concertgoers were able to purchase the hardback books
containing these photos from the performance that they personally attended.
If I ever had the opportunity to purchase real time
memorabilia from a concert I attended, I would have immediately pulled out my
wallet. The fact that the products are personalized makes the buyer feel
connected and special. It is also a product that makes the concert attendee
want to share his or her experience. Thereby, Grateful Dead fans become word-of-mouth
marketers.
The band was extremely innovative in their marketing tactics
at their concert, by creating special souvenirs for their fans. As any band member
would say, long live rock and roll.
Meredith, I also thought this case study was interesting! I'm like you, I would have shelled out good money to buy the photo book and CD in real-time. I'm not sure why other bands haven't jumped on this train yet. I guess they need a lot of resources and knowledge that an older band, like the Grateful Dead, have. I think we will be seeing more of this in the future. Great post!
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