Can businesses really pick up anything from a group of ageing hippies from San Francisco? Well, yes. They built a strong following, then used social-marketing techniques to build affinity with this community.
David Meerman Scott, a marketing strategist and self-confessed Deadhead, is so convinced companies have a lot to learn from his favourite band that he’s written a book about it — Marketing Lessons From the Grateful Dead.
In this edition of BTalk he discusses how they developed social networks well before the birth of the internet. You’ll hear some excellent examples of how they built relationships with their customers in a way that many present-day companies are struggling to achieve.