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July 2005
Posts: 1609
Location: Colorado | 50th Super Bowl this year....Ovations 50th Anniversary....just sayin |
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June 2002
Posts: 6202
Location: Phoenix AZ | I've posted this before, and I know its a strange logic. But the mind works in odd ways sometimes ... maybe even more strange if there is a fat wallet involved. Follow me here ...
Somebody who is set out to buy his/her wooden dream guitar with a $5000. budget in their pocket isn't likely to be swayed to Ovation because it's "equal or better quality for a lot less money". Mercedes Benz shoppers don't generally end up coming home in Cadillac's even though I hear the Caddy is a damn good car for the money. Any sentence that ends in "for the money" carries less and less meaning as you move up the price pole. Trust me, they guy out to spend $5000 a guitar is damn well gonna spend $5000. Anything less would be considered "settling". As odd as it sounds, in my opinion I think the best way for Ovation to compete against $5000 wooden guitars would be to price the Ovation in the same range. A ton of people simply believe you get what you pay for and in 9/10 cases that's probably true. I guarantee the buyer in this example is gonna spend every penny of $5000. So why give him the "out" to dismiss Ovation simply because it is a cheaper guitar. Let him compare all the $5000. guitars in the room including the Ovation and let the guitars speak for themselves. |
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September 2006
Posts: 10777
Location: Keepin' It Weird in Portland, OR | Okay... and if you list them at $5K, that will get them put in the expensive humidity-controlled room.
For away from the greasy fingers of the shredder-punks. 
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Joined:
December 2003
Posts: 852
Location: Canada | Standingovation - 2015-09-06 1:00 PM Any sentence that ends in "for the money" carries less and less meaning as you move up the price pole. Trust me, they guy out to spend $5000 a guitar is damn well gonna spend $5000. Anything less would be considered "settling". I don't agree and would like to think that the value perception carries up all the way up the price ladder. As much as someone with a $2000 budget loves to get a guitar with a perceived $3500 value, I would think that someone who has $5000 to spend would like to get a guitar for that money that has perceived $7000 or higher value. |
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January 2009
Posts: 4535
Location: Flahdaw | In fact, one reason manufacturers WENT to China and Korea was to get more bang for the buck. The customer wanted perceived value for a better price. Why would it be any different for a guitar.
The Lexus LS 400 was terrific competition for Mercedes, at a better price, and much more reliable. That resulted in great sales. |
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Joined:
June 2002
Posts: 6202
Location: Phoenix AZ | Well, let's cross fingers and see how it works out. It will be interesting to see what market Ovation really wants to sell into and exactly what will be their strategy. Fortunately that have good (70s-80s), mediocre (90s-00s) and bad (10s) lessons to learn from. |
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January 2006
Posts: 5881
Location: Colorado Rocky Mountains | merlin666 - 2015-09-06 2:35 PM I would think that someone who has $5000 to spend would like to get a guitar for that money that has perceived $7000 or higher value. We did. And they were called custom Adamas orders, and they came in for even less, too. |
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