If you read my last post you know I am working with a musical instrument accessory manufacturer who, at least in my opinion, is too limiting in their marketing reach. I feel they send a message which unintentionally conveys that their products are for players of a certain type of music, when in reality, their products are ideal for musicians in practically any genre. Please refer to that post for more background.
An NDA makes it impossible for me to give more details but there are four areas I am working on to help steer this company in a better direction: 1) using less of the company’s location and region—especially in regard to the music this region is known for—in marketing in order to appeal to a wider range of customers; 2) seeking endorsements of existing products from well-known guitarists; 3) developing new signature model products which are designed in part with a well-known musician; 4) developing relationships with manufacturers in order to make the company’s products standard on some of the models they produce. If this sounds confusing, a similar example would be Bose stereo speakers coming standard on certain car models.
Endorsements in the music industry are super important and my company currently has little to no endorsement based marketing. If you flip through a guitar magazine or view any manufacturer’s website, nearly all are filled with endorsements. Just as sports stars endorse shoes, sports equipment, and more, musicians endorse guitars, amplifiers, strings, effects, accessories, and more. I feel our company needs to be doing this as well. In some cases the endorsee receives payment; in others they only receive free gear. I believe we should start with offering free products to well-known but not top tier musicians and see where that goes.
This will entail researching several ideal musicians. I’m looking for those who are known but not so famous as to command a price we can’t afford. I’m also looking for musicians who play in a genre different than the market this company tends to focus on. The plan is to then reach out to them, explain who I represent, why I think our products are ideal for them, and then offer to send them said products. I will add that if they like them, we are interested in offering an endorsement deal. This company’s products are not that expensive so if a couple are sent out and nothing comes of it, it won’t be a huge loss, just part of the cost of doing business.
Original Post: [Influencer Marketing Series: Using Celebrity Endorsements in a New Marketing Campaign](https://yolofreelance.com/using-celebrity-endorsements-in-a-new-marketing-campaign/?utm_source=socialseeding_reddit&utm_medium=subpost_branding_using-celebrity-endorsements-in-a-new-marketing-campaign_eric_April3)
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