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Grumpy, if you'll forgive....

I think Mario's actually an excellent example of one-man-shop branding. He has three distinct practices that I think serve to enhance his market position because they distinguish his guitars from other options out there.

1. A list to be on the list

Everybody has a waiting list. With Mario, it's been a - "we'll call you if I decide to keep building guitars and I ever get to you" proposition rather than a guaranteed, locked-in deal. That adds a certain mystique and enhances the concept of scarcity that helps hold small builder guitar resale prices high.

2. No stated prices on the website

What did the last guy to receive a finished Proulx pay? You'd have to ask him...there's no list price and no "paper trail" of past prices out on the web. Officially, I believe that was a temporary decision, but to me it also serves to add to the mystique that I don't know what people have paid, are paying now, or will pay without doing some research.

3. No down payment

See #1 (it's really just an extension). Almost everybody out there requires a down payment to lock down a spot. Mario's not guaranteeing the next guy to call/email him anything by not asking for a deposit. Does it mean the prospective client may lose interest or run out of free income by the time he or she gets the call? Absolutely! Does it add to the sense that a Proulx guitar is different than other handbuilt options? I think so, whether people are cognicent of it or not.


I'm not saying this type of branding strategy would work for everyone, nor do I necessarily think it's a "best practices" list for the industry. But I think it's an example of clear branding at the one man shop level, intentionally or unintentionally.


Andrew

cognizant. Whatever....

Interesting "take" on my situation, but allow me to clarify, all with one point.

I do take deposits before I build. But by September of 2003, I had taken enough deposits that I felt it was out of control, so I stopped accepting orders. I have roughly  a year, maybe 16 months to go on those orders, still, today. All placed their deposits before Sept. '03. All will receive their guitars at the 2002/2003 prices. No secrets there. Use the Wayback Machine to get the price list.

When order inquiries kept coming-in after I posted clearly that i wasn't taking new orders, I decided to start a second list, one that doesn't require a deposit. From this list will come the next deposits, if these folks so choose to. If they decline when i will call, I'll move to th next one. I figure this is as fair as I can make it.  What else was I to do? Go into hiding? <g>

As for the price page, well, seeing that it's been 49 months since the last time i took a deposit and locked-in a price, what was the point of leaving the prices up? All it did was cause confusion, with folks asking if I wasn't taking orders, why did I have prices?

I'm not doing anything to bring about more mystique to surround myself with. In fact, I attend Kaufman Kamp each year, as a Kamper, taking classes. I don't sell a thing. I also attend IBMA each year, again, with nothing to sell. I didn't even bring a guitar this year; just my mandolin that is MOST undoubtedly NOT for sale. We attend because we're fans. We host a after hours hospitality thing to help bands and performers we call friends. in 4 hours of concerts this year, only one group had one person who plays my guitars. Definitely not textbook advertising.... No mystique here; I come about this business honestly: I'm a fan of Bluegrass and acoustic, first and foremost.

Be the brand does indeed describe me, though. But I promise than I don't spend a moment thinking about what I should be doing to portray my brand. What you, and everyone, sees, is me, through and through.

[QUOTE=Brock Poling]What a load of crap. You're right, but your implication toward motivation couldn't be more wrong.



The "short term" focus is on "SURVIVAL" not cutting corners to pocket more in a sale. Far from it. Entrepreneurs are so committed that it isn't even funny. They have obligations tied to their personal assets, pay payroll out of their pockets when customers are slow paying, beg for money from all their friends and relatives, and pitch the religion 24x7.



So, when an entrepreneur "cuts corners" it is often because they simply cannot do what they would like. Either they don't have the resources to do it (labor or brainpower) or the capital to implement.



... walking away shaking head...[/QUOTE]

Sorry to burst your bubble, but your romantic notion of entrepreneurship just doesn't cut it with reality. Sure, there are the small, independent entrepreneurs who are trying to start a business on a shoestring.

But there is also a segment of entrepreneurs who are serial business starters. They start businesses with the sole intent of building them to the point where they can sell them at a large profit. They are backed by venture capitalists who want one thing: a high return on their investment in a short period of time.  They are not cutting corners because they don't have the money. They are cutting corners because they are under great pressure from the VCs to make money.

In addition, Brock, I'd appreciate it if you would take the time to fully read my messages before responding. My take on this was interpreting what Michael Gerber says in his books because someone else introduced Gerber into the discussion. Yet, for the second time, you appear to be attacking me. I am now remembering why I dropped out of this forum for a while.

Jim

Ok moving this back on track and into a more practical angle - here's question for those of you who exhibit or plan upon exhibiting (even Mario who *has* exhibited in the past as it's experience sharing we're interested in here).

You are at a guitar show, two people walk into your booth at the same time. We'll call them Marcus and Lily (because I'm unimaginative and those are my children's names).

One is a good prospect for your guitars, the other is not.

What do you say to establish as quickly as possible which is which?

For this excercise, assume that they are both totally honest and will give honest answers to direct questions.

What you say is this: "Hey, sailor boy, you lonely tonight?"

Sorry, couldn't resist...

(even Mario who *has* exhibited in the past as it's experience sharing we're interested in here).

Uh, I've never exhibited anywhere. Just so you know I'm not ignoring your question when I don't answer it <bg>

[QUOTE=Rick Turner] What you say is this: "Hey, sailor boy, you lonely tonight?"

Sorry, couldn't resist...[/QUOTE]

Hahaha

Well, laugh if you will but there's gold in them there, err, hills! ;) Allegedly.

[QUOTE=grumpy] (even Mario who *has* exhibited in the past as it's experience sharing we're interested in here).Uh, I've never exhibited anywhere. Just so you know I'm not ignoring your question when I don't answer it <bg>
[/QUOTE]

Oops, my bad, I misread an inferrence in that other post where it sounded like you had sold things at shows in the past but these days you go as fans. D'oh!


Just goes to prove that old addage about assumptions :)

"So, what guitar are you playing currently?"

or...

"what other guitars do you own?"



Brock Poling39384.7499884259

_________________
Brock Poling
Columbus, Ohio
http://www.polingguitars.com

I'd start by asking this question of trade show booth visitors:

"What would be your perfect guitar?"

Jim