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Now, this is how to market a guitar!

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Englishplayer
Posted 2013-06-22 10:43 AM (#472756)
Subject: Now, this is how to market a guitar!


Joined:
August 2003
Posts: 396

We have spoken at length in the past about how American Ovation could have/should have been marketed. I wondered in the Custom Fender thread about how they would market their new, expensive line.

On the Today show (NBC, millions of viewers), Friday morning, they were interviewing the winner of the voice, a sweet looking 16 year old. Their concert guest, a young heart-throb type of country-pop performer, Hunter Hayes walks on the set to present her a gift to help her with her first album. He says something like, "This is a Martin OM, it's my favorite guitar." She looks in total awe state has she holds the guitar on her lap. Martin, how did you set this up? Well Done! By the way, I own a Martin Om-21 and it is a wonderful guitar.

Edited by Englishplayer 2013-06-22 10:45 AM
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Standingovation
Posted 2013-06-22 1:34 PM (#472759 - in reply to #472756)
Subject: Re: Now, this is how to market a guitar!



Joined:
June 2002
Posts: 6197

Location: Phoenix AZ		Most major brands do this kind of thing. A few years back Takamine was ALL over American Idol. Then the next season Gibson must have out bid them because it was all Gibson. I agree it's a great marketing opportunity. But to DO it you have to have a marketing VISION and a marketing BUDGET. I think Ovation must have blown their wad on DJ Ashba.
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Darkbar
Posted 2013-06-22 2:49 PM (#472762 - in reply to #472759)
Subject: Re: Now, this is how to market a guitar!



Joined:
January 2009
Posts: 4535

Location: Flahdaw
Standingovation - 2013-06-22 2:34 PM

I think Ovation must have blown their wad on DJ Ashba.

Well, THERE'S $371 right down the drain.....

Edited by BobG 2013-06-22 2:50 PM
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d'ovation
Posted 2013-06-22 6:18 PM (#472767 - in reply to #472759)
Subject: Re: Now, this is how to market a guitar!


Joined:
December 2003
Posts: 848

Location: Canada
Standingovation - 2013-06-22 1:34 PM
I think Ovation must have blown their wad on DJ Ashba.


I don't get why they would be promoting a DJ - would it not make more sense to get some popular guitar player involved? Or some placement on that Nashville show would have been sweet too.

Edited by d'ovation 2013-06-22 6:19 PM
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SOBeach
Posted 2013-06-23 4:56 PM (#472793 - in reply to #472767)
Subject: Re: Now, this is how to market a guitar!


Joined:
April 2010
Posts: 823

Location: sitting at my computer

merlin666 - I don't get why they would be promoting a DJ.

he's a disc jockey too??!!  

 

Here's a (looong) Premiere Guitar backstage interview video where he talks about his guitars (a bunch of Gibson LPs) and gear,  but you can skip ahead to 13:01 to hear about how the DJ Ashba Ovations came about. Wasn't how I'd assumed (yeah I know, shouldn't assume). 

http://www.youtube.com/watch?v=3YjkOzwnN1E

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Old Man Arthur
Posted 2013-06-23 7:18 PM (#472802 - in reply to #472793)
Subject: Re: Now, this is how to market a guitar!



Joined:
September 2006
Posts: 10777

Location: Keepin' It Weird in Portland, OR

SOBeach - 2013-06-23 2:56 PM

merlin666 - I don't get why they would be promoting a DJ.

he's a disc jockey too??!!  

 

Here's a (looong) Premiere Guitar backstage interview video where he talks about his guitars (a bunch of Gibson LPs) and gear,  but you can skip ahead to 13:01 to hear about how the DJ Ashba Ovations came about. Wasn't how I'd assumed (yeah I know, shouldn't assume). 

http://www.youtube.com/watch?v=3YjkOzwnN1E

Wow!  That was educational. 
I should never assume...
He actually seems like a nice guy.
Looks can be deceiving.

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dobro
Posted 2013-06-23 11:08 PM (#472804 - in reply to #472756)
Subject: Re: Now, this is how to market a guitar!



Joined:
January 2006
Posts: 2120

Location: Chicago		Great points. The "millenials", the kids tuned into pop, hip-hop, dance-pop, techno, dubstep ... whatever, are not going to have guitar heroes. In a sense, the idea of a "guitar hero" is a thing of the past. I think the DJ Ashba idea is on the right track. Unfortunately, few have heard of him. Wouldn't it be sweet of one of the Mumford clan or Fleet Foxes or Kings of Leon held Ovation dear? Just one!
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