Klarinet Archive - Posting 000825.txt from 2004/07
From: "dnleeson" <dnleeson@-----.net> Subj: RE: [kl] Sound production as a marketing ploy. Date: Wed, 21 Jul 2004 14:49:15 -0400
About 20 years ago there was a beer called "Pabst Blue Ribbone."
I think it was an east coast beer. At that time, all the beer
advertisements were the same. "My beer is the most delicious."
"My beer has the finest head." etc.
The Bob & Ray (two wonderful comedians) were hired to create
advertisements. They did and rarely mentioned the beer or the
quality. If anything they poked fun at the beer. Sales went up
2000%
You need a fresh approach, and the specialists for that are in
marketing.
You need to stick out from the pack and not tell everybody that
your mothpiece produces the darkest sound.
Instead you want to capture their attention. Try this: "My
mouthpiece produces a sound so dark, that it is like the grave at
midnight, like the back side of the moon, like 62 feet below the
surface of the planet pluto. Furthermore, it is not only the
darkisissimo sound in the entire universe, it is smashingly
robust. All the Olympic atheletes are using it to improve their
robustness. And it's cheap. Not inexpensive. Just cheap. After
you buy one, if you don't like it, ..." Excuse me my phone is
ringing.
I'll bet you get attention Walter. TRY A FRESH APPROACH.
Dan Leeson
DNLeeson@-----.net
-----Original Message-----
From: GrabnerWG@-----.com]
Sent: Wednesday, July 21, 2004 11:25 AM
To: klarinet@-----.org
Subject: Re: [kl] Sound production as a marketing ploy.
In a message dated 7/21/2004 1:04:54 PM Central Daylight Time,
dnleeson@-----.net writes:
The bottom line here is that despite the very many excellent
qualities of many clarinets made by many manufacturers, the
general presumption is that we can be captured by rather silly
marekting ploys.>>
Dan, I hear what you say, and I have always been very much in
agreement with
what you say here.
However, if you put yourself in the manufacturers shoes, how DO
YOU advertise
a product so that people will be interested, seek it out, and
hopefully buy
it? It becomes very difficult. Terminology is very vague. Witness
all the
discussions we have had here on descriptions of tone quality
only. You can't just
list specs. To the average player, the specs are meaningless.
Unfortunately, advertising is essential to getting a product to
market. What
they said about making a better mousetrap is not true. I don't
care how good
your mousetrap is, you have to let the world know that it exists
and is
available for sale.
I have a new mouthpiece, that I am ready to start selling.
However, I haven't
put up a webpage yet, as I really don't know how to describe it.
I've
actually asked a few customers to help me.
Maybe that's the best way to solve the problem.
Walter Grabner
http://www.clarinetxpress.com/
World-class clarinet mouthpieces
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