Dive Brief:
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Only 6% of Americans actively play an instrument, even when they have one in their home, according to Guitar Center Executive Vice President of Marketing Frank Hamlin. The retailer hopes a new marketing campaign touting the sublime experience of playing music will increase that number.
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The Westlake Village, Calif.-based musical instrument retailer has announced that it is working to sell people on the concept of making music as an experience that produces “the greatest feeling on earth.” With a customer demographic of 30-plus, the retailer is also working to push instruments into the hands of younger folk.
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The retailer has also tapped 360pi to gain a greater understanding of its rivals and how to be more competitive in the market.
Dive Insight:
Shakespeare said, “If music be the food of life, play on.” To sell more instruments, Guitar Center would like to get more people to play on, says Hamlin. It’s an approach most retailers don’t have to worry about. Or perhaps it’s an opportunity most retailers don’t have — creating new customers by plying them with a lifelong skill and a sublime experience.
Many Guitar Center brick-and-mortar stores have the space for music lessons and band sessions. With a new marketing campaign, starring The Roots drummer Questlove, among others, to tout how awesome it is to make music, the retailer may just create a few more customers — and leave the world a slightly better place. As Jimi Hendrix said, “Music doesn't lie. If there is something to be changed in this world, then it can only happen through music.” That could certainly be true for Guitar Center.
