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| Author: | Brock Poling [ Wed Mar 30, 2005 5:57 am ] |
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I have gotten several notices from Acoustic Guitar about their Guitar Maker's Directory. Are any of you guys running an ad in this? Did anyone do it last year? |
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| Author: | Josh H [ Wed Mar 30, 2005 6:06 am ] |
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Didn't do it last year but am looking at it for this year. At the most it would be the $250 add with the Logo. But I will probably just do the $100 add if I do anything. It seems like a good use of advertising money for the number of people it will be sent to. And hey you get a free subscription with it as well. Josh |
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| Author: | John How [ Wed Mar 30, 2005 6:24 am ] |
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I filled out their online form but haven't heard a thing about how I'm supposed to pay. Maybe my $100 is not worth the effort on their part. If they don't contact me I doubt it will be the end of the world. |
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| Author: | Dickey [ Wed Mar 30, 2005 7:07 am ] |
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Nah, just looked it over. Exposure is exposure though. Name recognition is good. Anonymous in Arkansas. |
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| Author: | Brock Poling [ Wed Mar 30, 2005 7:09 am ] |
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Curious.... is cost the driving factor? |
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| Author: | Dickey [ Wed Mar 30, 2005 7:37 am ] |
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It is if you are driving a Denali. |
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| Author: | Brock Poling [ Wed Mar 30, 2005 7:42 am ] |
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Yeah, I was just curious... print advertising is SOOOOO expensive. It is hard to justify that if you are looking for a financial return.. but if you are looking to "get your name out there" it may be less critical. I am still working out the pricing on the Luthier's Showcase and that was the purpose for the question. |
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| Author: | Dave Rector [ Wed Mar 30, 2005 8:48 am ] |
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Brock, I think cost is a factor. Or maybe I should say, the return you get for the cost involved. I find it hard to believe that my name buried amongst all those well known names would bring me a lot of bang for my buck. Just my .02 |
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| Author: | Pwoolson [ Wed Mar 30, 2005 9:49 am ] |
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Like Dave, I too pass on this every time it comes around. Advertising is one thing but placement in a pub that is exclusively filled with my competition seams silly. It would be purly luck that someone would fall upon my name rather than someone else's. I'd rather place a real ad in a pub where there are fewer builders advertising. |
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| Author: | Brock Poling [ Wed Mar 30, 2005 10:24 am ] |
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you might be surprised by this. If you own a pepsi machine your sales will take a noticible jump if you set a coke machine right beside it. I am not arguing .. I understand what you are driving at, but I think that sometimes it is more subtle than it appears. If you are looking for ROI, I think advertising is rarely a good way to drive immediate business... that requires "sales" which is an entirely different beast. I for sure don't expect it to have a positive return on sales. I was just curious if others were doing it. Since I am droning on anyway, I will offer another thought.... I think having your "name" beside some of the folks that advertise there is (in the long run) a good thing. The public will get used to seeing your name in context with those othere bigger builders.... sort of a "birds of a feather" mentality... (of course ... your product quality has to also pass muster...) Well... I didn't mean for this to turn into a marketing strategy discussion. I was just curious if anyone was doing it. I am thinking about advertising the Luthier's Showcase in there and wondered what other's were doing. |
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| Author: | Tim McKnight [ Wed Mar 30, 2005 12:28 pm ] |
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I am kicking the idea around since we are going to HB it might be worth while for us to do. |
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| Author: | Josh H [ Wed Mar 30, 2005 12:35 pm ] |
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I think Brock is on to something. I look through the directory from last year and see a few of lesser known guys I know here in Canada. But their names are there right along with the guys and gals who are known around the world. I think it's probably worth it. Josh |
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| Author: | Brian Hawkins [ Wed Mar 30, 2005 1:42 pm ] |
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[QUOTE=Brock Poling] you might be surprised by this. If you own a pepsi machine your sales will take a noticible jump if you set a coke machine right beside it. I am not arguing .. I understand what you are driving at, but I think that sometimes it is more subtle than it appears. If you are looking for ROI, I think advertising is rarely a good way to drive immediate business... that requires "sales" which is an entirely different beast. I for sure don't expect it to have a positive return on sales. I was just curious if others were doing it. Since I am droning on anyway, I will offer another thought.... I think having your "name" beside some of the folks that advertise there is (in the long run) a good thing. The public will get used to seeing your name in context with those othere bigger builders.... sort of a "birds of a feather" mentality... (of course ... your product quality has to also pass muster...) Well... I didn't mean for this to turn into a marketing strategy discussion. I was just curious if anyone was doing it. I am thinking about advertising the Luthier's Showcase in there and wondered what other's were doing.[/QUOTE] Marketing is a funny beast, Brock is dead on in what he is saying. If you step back and take a look at "big business" you will find that most businesses do well when they set up shop around their competition and not isolated from it....look at fast food places, home improvement stores, malls ect. Sellers sometimes do not realize the there are a vast number of buyers and those buyers tend to flock to where they have the most choice. I am not saying that marketing in this publication is a good or bad idea, unless I were to look at the demographics of its targeted prospect (as well as other criteria) I really could not say one way or another, but as someone who earns a respectable living in marketing and sales I can tell you that if you really want to make a splash follow the trail that Brock is pointing you to....it is no easy road but it is the right direction! My .02 cents |
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| Author: | Dave Rector [ Wed Mar 30, 2005 3:54 pm ] |
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[QUOTE=Brock Poling] Well... I didn't mean for this to turn into a marketing strategy discussion. I was just curious if anyone was doing it. [/QUOTE] Don't quit Brock, I think this sort of thread is something we all think about and is very worthwhile for discussion. Personally, I don't see the need fo much advertising as I can't do the kind of production that a lot of the folks here do. This is only a part-time venture for me and I still have to do the day job. I think your perspective is always interesting, probably because of what your day job is. Keep it coming, I love this forum! |
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| Author: | Brock Poling [ Wed Mar 30, 2005 11:39 pm ] |
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Did I seem upset of frustrated? Sorry if I did... I didn't intend it that way. I just didn't want to lead the conversation down the road of - "tastes GREAT!" vs. "LESS FILLING" You know me... I could go on FOREVER about this subject, and I try to restrain myself. 
I think at its most basic level it comes down to "sales" vs. "branding". Personally, my opinion is if you can afford to take the branding road, in time, it will pay more dividends. |
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| Author: | Brian Hawkins [ Thu Mar 31, 2005 12:52 am ] |
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Seemed like you were just giving really good experienced advise from where I sit. |
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| Author: | Bobc [ Thu Mar 31, 2005 1:17 am ] |
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Years ago I owned a paint and wallpapaer store and we were distributors for PPG industries. Pittsburg Paints. I remember their district sales manager telling me that when they open a new store they always try to locate as close to the competition as possible. Why? Because people who where going to purchase paint would be going to the competitors store and see their new store and maybe stop in to see what they carried. So Brock is right on with his Pepsi, Coke analogy. |
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| Author: | Terry Stowell [ Thu Mar 31, 2005 2:05 am ] |
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COmpetition legitimizes the market. As a painting contractor, people get more than one bid, and quickly differences or similarities in pricing and also what they like and don't like in a contractor. I've been awarded jobs that were higher priced than my competitor(s) b/c the customer preferred something about me over competitors. If someone wants to get a second bid, I'll recommend someone I like (yes I do like some competitors!) who has a similar pricing strategy just to legitimize my price. The riff raff will be priced low, but most customers won't pick them for obvious reasons. |
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| Author: | Dave-SKG [ Fri Apr 01, 2005 12:31 am ] |
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Brock, Very Well Put!  Concise and to the point! WOA! This place is getting better and better all the time! THANKS for sharing that...You would have to pay a marketing man a nice piece of cash for that info.
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| Author: | Brock Poling [ Fri Apr 01, 2005 12:50 am ] |
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| Author: | Michael Dale Payne [ Fri Apr 01, 2005 2:56 am ] |
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A bit of my personal experience. Before I took up building I was considering purchasing a custom built. I drooled for months over the adds for Collins, Lowden, Cumpiano and others and right beside them was a lesser known builder. I called several and all but placed my order with the lesser known luthier because his price was more in range with what I could afford at the time. My point is that Brock is right that having your name next to the Big Boys and Girls will get you exposure. And there are bunches of struggling musicians looking for a quality instrument or an instrument built to their desires. As far as getting more inquiries than you can deal with. There are eight little word to deal with this. “I am sorry, I am booked right now” And if you are like me not wanting to take but three or four orders a year. You have to use them now and then. Brock, I am looking forward to the Showcase. When can we expect some details? |
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| Author: | Brock Poling [ Fri Apr 01, 2005 5:45 am ] |
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Very soon. I have mock up creative that I am assembling into a power point demo that I will be putting out to people who would like a copy. It will outline (what I think) the marketing challenges are for guitar builders, our idea / philosophy, the offering, pricing, etc. I think you will all be very pleased. |
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| Author: | Brock Poling [ Fri Apr 01, 2005 5:47 am ] |
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And to piggy back on Michael's post.... I have been in discussions with a few lenders and I *** THINK *** I may be able to offer a financing option to players / buyers / collectors who prefer to buy high-end custom made instruments but can't swing the price tag. I think this could add a tremendous impact to the site in converting "lookers" into "buyers". |
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| Author: | Brock Poling [ Fri Apr 01, 2005 5:50 am ] |
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And one final note.... Very soon I am going to need to schedule a photo shoot for supporting imagery for the LS (home page, interior shots, etc.). If you have either -- 1) Professional grade photography of your instruments or would 2) Like us to use some of your guitars in the shots -- please contact me. It could be a good opportunity for you to get some free exposure. All images will be captioned with the makers name, city and state. Also if we use your photo we will give you a free 1-year subscription to the site as compensation. |
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| Author: | John How [ Fri Apr 01, 2005 7:10 am ] |
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I'd love to have some photo's of my guitars there but I still have to finish them. |
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