The document discusses how The Grateful Dead engaged and rewarded their most loyal fans. They announced tour dates to fans first through word-of-mouth and special phone numbers. The most motivated fans were given the best seats. The document recommends that companies identify, communicate with, and incentivize their loyal customers to drive engagement.

1. Brittany Wilson
Eric Sichau
November 12th, 2012

2.  “The Grateful Dead announced tour dates to
fans first and treated supporters to the best
seats, driving passionate loyalty.”

3.  Controlled ticket sales
 In-house ticketing agency
 Word-of-mouth
 Special telephone numbers
 Rewarded the most motivated fans with the best seats

4.  “The Grateful Dead teaches us to treat
customers with care and respect.”
◦ Passionate fans drive your content
◦ Tell your fans first
◦ Get them involved
◦ Incentives matter

5.  “Create exclusive programs for your most
loyal supporters.”
◦ Cultivate the community
◦ Treat them as special
◦ Ex. Facebook

6. 1. Identify loyal customers
2. Add them to a database
3. Determine how you can reach them
4. What do they deem valuable?
5. Communicate!

8.  1. If you were the CEO of a company, how would you reward
your loyal customers?
 2. Do any of you have personal experiences where you as a
loyal customer have been rewarded?
 3. How are you going to get your customers in your front
row?

9.  Marketing Lessons from The Grateful Dead by David Meerman Scott and Brian Halligan
 Pictures:
◦ http://www.google.com/imgres?q=front+row+of+a+concert&um=1&hl=en&sa=N&tbo=d&qscrl=1&rlz
=1T4ADFA_enUS467US467&biw=1192&bih=534&tbm=isch&tbnid=TjiLoe87PXsW2M:&imgrefurl=http:/
/artchee28.blogspot.com/2010_08_01_archive.html&docid=3PIrDH1q_pt1DM&imgurl=http://4.bp.blog
spot.com/_xQSGjTY1Xgw/TGFfs8ldyOI/AAAAAAAAAos/n2y0tkZiJQY/s1600/concert%252Bfront%252Bro
w.jpg&w=486&h=351&ei=ejOgUK3fLtC40gH58oC4DA&zoom=1&iact=hc&vpx=2&vpy=153&dur=1211
&hovh=191&hovw=264&tx=182&ty=138&sig=117564940023870073523&page=1&tbnh=143&tbnw=
208&start=0&ndsp=15&ved=1t:429,r:0,s:0,i:74
◦ http://www.google.com/imgres?q=welcome+grateful+dead&um=1&hl=en&tbo=d&qscrl=1&rlz=1T4A
DFA_enUS467US467&biw=1192&bih=534&tbm=isch&tbnid=DrBwszD-
qsrlNM:&imgrefurl=http://xfinity.comcast.net/slideshow/music-
rockhallinductees/67/&docid=9Zo_IN5Wuhev-M&imgurl=http://por-
img.cimcontent.net/api/assets/bin-
200904/7245374fbe4c283e424435491b04817a.jpg&w=439&h=400&ei=CDSgUPOOK8Lv0gGo2oCADQ
&zoom=1&iact=hc&vpx=94&vpy=205&dur=185&hovh=214&hovw=235&tx=157&ty=168&sig=117564
940023870073523&page=1&tbnh=143&tbnw=157&start=0&ndsp=19&ved=1t:429,r:7,s:0,i:92
◦ http://www.google.com/imgres?q=grateful+dead+ticket&um=1&hl=en&tbo=d&qscrl=1&rlz=1T4ADFA
_enUS467US467&biw=1192&bih=534&tbm=isch&tbnid=PeZgoJXNLLnlMM:&imgrefurl=http://www.wolf
gangsvault.com/grateful-dead/vintage-tickets/1980s-
ticket/VCF840721.html&docid=12gBr66aZ0UeGM&imgurl=http://images.wolfgangsvault.com/grateful-
dead/1980s-ticket/memorabilia/VCF840721-
T8.jpg&w=400&h=300&ei=TTGgULGeBcHc0QHa_YF4&zoom=1&iact=hc&vpx=121&vpy=233&dur=273
1&hovh=194&hovw=259&tx=125&ty=94&sig=117564940023870073523&page=2&tbnh=132&tbnw=
176&start=20&ndsp=26&ved=1t:429,r:1,s:20,i:137

10.  Pictures continued:
◦ http://www.google.com/imgres?q=number+one+fan+foam+finger&um=1&hl=en&tbo=d&qscrl=1&rlz=1T4ADFA_enU
S467US467&biw=1192&bih=534&tbm=isch&tbnid=CU7W3j2PAHbjaM:&imgrefurl=http://farahk83.wordpress.com/&d
ocid=4sHvg347vCDOWM&imgurl=http://farahk83.files.wordpress.com/2011/08/spirit_18foamhand1.jpg&w=239&h=
480&ei=9zGgUNPSLuSn0AHD0YH4Dg&zoom=1&iact=hc&vpx=756&vpy=101&dur=1094&hovh=318&hovw=158&tx=
107&ty=288&sig=117564940023870073523&page=1&tbnh=151&tbnw=75&start=0&ndsp=15&ved=1t:429,r:5,s:0,i:
92
◦ http://www.google.com/imgres?q=facebook&um=1&hl=en&sa=N&tbo=d&qscrl=1&rlz=1T4ADFA_enUS467US467&biw
=1192&bih=534&tbm=isch&tbnid=SAWECB1bEY7B2M:&imgrefurl=http://www.jonloomer.com/2012/09/20/facebook
-offers-pay/&docid=oFt5SRylxAEAtM&imgurl=http://www.jonloomer.com/wp-
content/uploads/2011/10/facebook_logo.png&w=400&h=300&ei=ljKgUMHBF6m30AGfzYGADg&zoom=1&iact=hc&vp
x=892&vpy=188&dur=1154&hovh=194&hovw=259&tx=190&ty=106&sig=117564940023870073523&page=1&tbnh
=143&tbnw=158&start=0&ndsp=12&ved=1t:429,r:5,s:0,i:155
◦ http://www.google.com/imgres?q=checklist&um=1&hl=en&sa=N&tbo=d&qscrl=1&rlz=1T4ADFA_enUS467US467&biw
=1192&bih=534&tbm=isch&tbnid=ddLLLPNxLVxh0M:&imgrefurl=http://www.ncvps.org/index.php/students/student-
checklist/&docid=kz9oYxA1_3gVEM&imgurl=http://www.ncvps.org/wp-content/uploads/2010/12/mental-strength-
checklist.jpg&w=700&h=600&ei=_zKgUNuCJ6jl0QHbz4GgBA&zoom=1&iact=rc&dur=229&sig=117564940023870073
523&page=1&tbnh=133&tbnw=155&start=0&ndsp=14&ved=1t:429,r:0,s:0,i:140&tx=101&ty=81
◦ http://www.google.com/imgres?q=rock+on+marketing+book&hl=en&tbo=d&biw=1680&bih=926&tbm=isch&tbnid=
7QSsH-MWKWuKZM:&imgrefurl=http://www.hubspot.com/blog/bid/6220/Rock-On-HubSpot-CEO-Writes-Book-for-
Marketing-Deadheads-
GDBook&docid=LHl2syUtRNg6PM&imgurl=http://www.hubspot.com/Portals/53/images/book_cover.jpg&w=200&h=2
88&ei=6SShUMnJM8W30AHp-
4DYBQ&zoom=1&iact=rc&dur=257&sig=104915695799658784733&page=1&tbnh=156&tbnw=108&start=0&ndsp=
38&ved=1t:429,r:6,s:0,i:95&tx=57&ty=75
◦ http://www.google.com/imgres?q=social+media&num=10&hl=en&tbo=d&biw=1680&bih=926&tbm=isch&tbnid=aWi
hRFThMeesKM:&imgrefurl=http://technorati.com/social-media/article/is-social-media-really-
overrated/&docid=5AL3-N9BAT3MhM&imgurl=http://scm-l3.technorati.com/12/01/15/60155/Social-Media-
Collage.jpg%253Ft%253D20120115135657&w=250&h=192&ei=IiahUPeAC6rm0QHO_IHgDA&zoom=1&iact=hc&vpx=4
31&vpy=368&dur=675&hovh=152&hovw=198&tx=118&ty=99&sig=104915695799658784733&sqi=2&page=1&tbn
h=144&tbnw=179&start=0&ndsp=41&ved=1t:429,r:10,s:0,i:167