New Luthier Tips du Jour video - marketing ideas

[Robbie O'Brien]

Here is the latest Luthier Tips du Jour video - In this video I share some ideas about how to market your work. I am sure others can contribute and welcome your ideas as well.
This video as well as all my other videos are available via my website, http://www.obrienguitars.com/videos , LMI's website or on youtube.


youtu.be/

[Ormsby Guitars]

On point, as always Robbie.

Endorsements of local players dont work for the amount invested.

Endorsements of larger players often means you've just given away something for free on the OFF CHANCE they help you back. Large players are being constantly courted by many brands.

Magazine adverts dont bring immediate, or short term sales. They do create trust and brand awareness.

Brand awareness can take years to have a pay off.

Trying to pick the 'next big player', has a failure rate of 99% (guessed the percentage, but you get the point).

Develop a business plan. You can change or modify it over time.

Set yourself some goals, break them down from 2 years, to 12 months, 6 months, 3 months, 2, 1, weekly.

Work on your niche. Tip: your niche is NOT "people who play the guitar". Its more specific that that. Pretend its one particular person... use your favourite client.

Social media is free, but you need to study your metrics and give value/reasons for interaction.

Social media (paid) is the most cost effective advertising.

Use social media regularly, not just once a month.

Videos work better than images, and images work better than just text.

Instagram beats FB currently. (unless you niche includes 40yo+)

Creating a community is better than not.

Creating a community takes a lot of time.

Engage your fans/clients. 'Speak' to your niche client.

People that pay more, often take up less of your time. (my experience)

Use payment plans or a monthly lay buy system to keep cashflow in check, and provide affordability.

Offer bank transfer, paypal, and credit card options. Most people are weary of bank transfers now, so just eat the 1.9% (or whatever) for the paypal and credit card options.

Get this "the life of a luthier is all about poverty" bullshit out of your head.

[routout]

And they say Bob never gave a Taylor guitar to an artist without payment first no free rides for no one .

[kiwigeo]

One possible item left off the list?....consider going into business teaching guitar building. Quite a few builders seem to have diversified into teaching as a sideline to their building and are making a living out of it. The downside I guess would be sharing your "secrets" with people who could potentially be your competition one day however from what I've seen the percentage of "graduates" of building schools who go on to be successful professional builders is very low. Of the 12 people who attended the course I did in NZ a few years back I think I'm the only attendee who went on to build more more guitars.

[routout]

That's a good point I was thinking tools for luthiers i make all my own right down to mini chisels they have courses here in Melb and a steady stream i'm told ,I did buy the nut rule spacer thing that is so much easier .

[Ormsby Guitars]

Yep. You can diversify into hosting classes, running a Cnc for others, finishing work, touring tech, repairer, consultant, make tools/jigs, audio engineering, recording, build rehearsal spaces, ghost build, sell parts/timbers, build stomp boxes, make cases or pedal boards, hire equipment, play gigs, beg, etc etc etc.

But none of that is marketing. It's diversifying. It's sure to bring in a few dollars (and that's often a big priority), but at the expense of increasing your brand BECAUSE you'll spread yourself thin rather than focus. Focus is tough, if all you see are bills though!

[Ormsby Guitars]

Of the 12 people who attended the course I did in NZ a few years back I think I'm the only attendee who went on to build more more guitars.

After 150 students, we've seen 4-5 go on to start businesses, and 4-5 go on to work for other companies, and a few start up as repairers or touring techs. So not too many really.

[Steve.Toscano]

Spot on Robbie.
Also Perry hit the nail on the head (or the fretwire on the crown ) regarding the social media stuff.
Although i do own a digital marketing company specialising in social media advertising so am a little biased.

I recently ran a paid targetted advertisement campaign on facebook, spent $270 on the ad. Took 1 deposit for a commission from it, and am in discussions with 2 other people who are also looking like placing deposits.

As to giving away instruments - back when i was concentrating on solid body builds i gave away a few guitars to gigging / touring players. But for each one i drew up a 1 pager endorsement contract with conditions. The main points being things like: requiring a certain amount of video recordings per year, a photo shoot, cannot sell the instrument, credits on albums/website/social media etc etc. I know this contract would have been practically worthless if things went sour, but it worked well just for laying out the expectations.
I averaged 5 and a third orders from people who specifically mentioned they heard about me from 'x' player for each guitar i gave away. And that doesnt take into account brand awareness.
I was happy with that outcome.