For the last few weeks I’ve been watching Paul Reed Smith Guitars (PRS) add high-quality video demos to their various guitar product pages, and it got me thinking––what the heck’s taken so long?
Smaller guitar/gear manufacturers like Eastwood and Headstrong have managed to create significant buzz around their new products by fully leveraging the power of the internet to deliver video demonstrations to the masses, but PRS seems to be the first of the bigger boys to catch on, and I say it’s about time.
Sure, you could argue that we all know what a Stratocaster sounds like, but considering the sheer number of new Strat models that Fender pumps out every year you’d think they might want to actually differentiate the models a bit.
Is the much-touted S-1 Switching System really all that? Show me. How about those hot “Texas Specials” on the SRV Signature, or the “Big Dippers” on the John Mayer Strat? Yeah, you and I might know what they sound like, but what about John Q. Guitar-buyer?
Or how about Gibson’s Guitar Of The Week series… wouldn’t you love to hear how that SG with the single-coils actually sounds? I get the feeling Gibson would sell these a lot quicker if they gave us a bit more access to them, right from the comfort of our homes.
Anyway, simple video demos seem like a total no-brainer for anyone selling products on the internet, and while I seriously doubt that the big boys are at risk of losing their places at the top of the guitar food chain, it’s already quite apparent that smaller, faster, more innovative companies are easily making their voices heard in the near-silence left behind by Fender, Gibson, and many of the other behemoths.
Am I missing something here?
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June 18th, 2007 at 1:35 pm
My guess is that Fender, Gibson, and the other established “corporations” have highly scrutinized budgets and probably have to wait upwards of a year to put a budget in place for video/new media…. I bet Fender just paid a mint to some multi-media firm to put together their new site.
Smaller, private companies can probably be a bit more nibble and are probably already reaping the benefits of new media… but then again, they are probably either still in the red or still trying to figure out their cost structures. Also, consider that for every PRS or Eastwood guitars that goes out the door…at least 3-10+ big name guitars are sold…. Why mess with a marketing plan that works? Once they start to feel the pinch, then they’ll make an investment in a big way (probably by acquiring a company that already has the infrastructure in place)…..This model works the same way with most technologies in established markets….
June 18th, 2007 at 2:20 pm
Yup, it’s a no brainer: I was looking at the Roland site recently, and every damned guitar pedal Boss are stickin’ out have one or two (very instructive) videos. Now THAT’s how you sell stuff.
June 18th, 2007 at 3:06 pm
Yea, I’m still waiting to hear what that SG sounds like.
None of the stores around me have one.
Gibson has been pretty good about putting sounds (not vids) of the other pickups, though.
Makes me want a Standard with the burstbuckers.
June 18th, 2007 at 9:05 pm
Someone like Zach Vex or the Eastwood guy can just grab a camera and make a video (not to take anything away from the production values of the latter, the Eastwood videos came out great). Big companies like Gibson and Fender can’t really ‘just do it’- I”m sure theres plenty of people looking at both a perceived need for a big film crew and a cost/benefit analysis that doesn’t really accomodate it. Plus, with all these forums and youtube posts, people are kind of doing the advertising work for them!
June 18th, 2007 at 11:51 pm
Perhaps slick ad copy does more to create the perception of differences between the multitude of Strat models, than actually exists. Too many video demos for too many models may expose the fact that most of what separates one model from the next is fluff.
Fender cranks out lots of media– remember all the NAMM stuff they put out– including the EVH vids they wound up pulling… lol.
Video isn’t always the appropriate medium. A glossy photo, accompanied by a paragraph of slick axe jargon is often enough to keep the wheels turning in the mind of the prospect. The fantasy guitar in our imagination is beyond a mind numbing line-up of demo vids to keep track of.
Hendrix, Clapton, Jeff Beck, David Gilmore, SRV, Eric Johnson, John Mayer and Henry Garza are THE REAL Fender Strat sales dept. Some company drone in a polo shirt rambling about samarium cobalt this and nitro-cellulous that, while plinking out wilted lettuce licks ain’t gonna make anyone wet and excited.
The best thing Fender has going is the ARTIST SERIES models. The product positions with heroes we already idolize, attend the concerts of and own the DVD’s and albums of. Demo vids just ain’t necessary.
Same with Gibson. Les Pauls are sold by Jimmy Page, Joe Perry, Warren Haynes, Zakk Wylde and Slash. They are why people buy Les Paul’s. Why try to top those performers with some factory rep. demonstrating a 3 position selector switch on Youtube?
PRS? Any 15-26 year old who can’t find someone he admires, crankin’ on a PRS, must be livin’ on Uranus. Why PRS is adding demo vids, is beyond me. Maybe their marketing people are bored and need something to do to look busy for added job security. Taylor probably deserves the most credit for creative video marketing. But remember PRS and Taylor are much younger than their peers and have more recently experienced the uphill struggle. Taylor kicked Martin’s butt, and PRS is more than a Darth Vader to Gibson, but Gibson and Martin still have legendary endorsers.
Big guitar players made the big guitar companies.
The reason the smaller outfits gotta make demo vids, is because NOBODY who is ANYBODY is ever seen playin’ their stuff. The “Big Boys” have had legends plugging their gear all along, in every form of media. All they really have to do is throw a sexy ad in all the rags each month, maintain a working website, keep shippin’ guitars, keep strokin’ the dealers and let the players do all the rest.
The players bring models back also. Fender didn’t simply reissue the ‘72 Tele Thinline because they realized it was a nifty guitar that people oughta take another look at. Jonny Lang probably caused the ‘72 Tele RI. By the 70’s, Gretch guitars were collecting dust– some dealers couldn’t give ‘em away. Then Brian Setzer changed that entire market.
Big guitar players sustain the big guitar companies.
There really isn’t anything that new being produced. We really look to new players to give the instruments meaning. As long as the players are doing that, people will be interested in the guitars they use. Everything else is fluff.
Ya really got me going on this one Cary!
June 19th, 2007 at 9:45 am
Hehe… JP, I knew I’d get something good out of you :)