TECH TIPS > STATE OF THE STOMP
LOOK BEFORE YOU LEAP BY KEVIN BOLEMBACH
In my previous column [“Mirror Industries,”
November 2011], we examined
the near mirror-image similari-ties between the musical gear
and recording industries, and
then posited that there are several key pieces to the marketing
“puzzle” that are necessary to
successfully launch a product
in either market. If you’ve ever
thought about creating your
own pedals—or are just curious
about what challenges a boutique builder faces—read on.
We left off with an imagined
effect builder getting ready to
market a new guitar overdrive
pedal. Of course, it’s the most
inspiring, dynamic, transparent,
responsive pedal ever created.
In other words, let’s assume the
product in question is of high
quality and meets some current
need in the marketplace—
regardless of whether this need is
real or perceived. Here are some
pieces to consider when putting
together the marketing puzzle.
Reviews. One of the best
ways to market a product is to
have industry authorities recommend it. It used to be that if
a band landed on the cover of
Rolling Stone, then chances were
they were really going somewhere. Similarly, getting a positive review in a guitar magazine
was the fastest way to build a
buzz on a new pedal and grab
some sales. With the advent of
new technologies, including
streaming media and such new
communication tools as user
forums, blog sites, and social
media, it’s not quite so simple
anymore. Even if a magazine
raves about a product, chances
are potential buyers are going
to hit You Tube to see a video
demo or scour message boards
to gather more info.
Some people feel print mags
skew the editorial to favor adver-
tisers. Well, just keep in mind
that this can also hold true for
You Tube vids and information
exchange sites. A fair number
of product-demo videos made
by “unbiased” third parties are
anything but, and there is usu-
ally something being exchanged
for the work—at the very least,
the pedal being demoed. Also,
some retail entities with strong
online followings will create and
post video content in exchange
for better price breaks on the
product in question. I’m not say-
ing gear demonstrators shouldn’t
great way to build a buzz and
start the sales rolling in. As a
consumer, however, you need
to take everything you see with
that proverbial grain of salt.
Matt W. Moore’s beautifully painted “pedal puzzle” provides a great
metaphor for the gear marketing game.
be compensated for their work,
but it’s a pretty safe bet that in
this situation the demonstration
will be at least slightly slanted
towards the positive.
Keep in mind that online
stats can be manipulated, and
many record companies have
teams of people that are constantly blogging, tweeting, or
otherwise working to create
a perceived buzz on a band.
Likewise, You Tube “video view
bots” can be used to spike the
views on a video, and some
companies aren’t above making
smear videos of competing products and posting them under
anonymous third-party accounts.
So to summarize: Getting
positive press on your product
(or music, for that matter) is a
Having a popular or well-
respected artist using your latest
pedal can be a great way to gar-
ner some quick attention. This
could be equated to a band
grabbing the opening slot on a
major tour. For example, both
Mötley Crüe and Metallica were
catapulted to super-stardom
after opening for the legendary
Ozzy Osbourne.
KEVIN BOLEMBACH
is the President and
founder of Godlyke, Inc.
- the U.S.distributor for
many well-know boutique effect brands
Including Maxon,
Guyatone, EMMA and Providence.
44 PREMIER GUITAR FEBRUARY 2012
premierguitar.com
