By Del Breckenfeld
What's cool? Who is aware. yet there's something each marketer does understand– not anything raises revenues like cool does. In The Cool issue , Del Breckenfeld, a long-time marketer at Fender® Musical tools Corp., provides an inside of examine how Fender grew to become the best identify in musical tools and the way dealers at Fender partnered with cool items, musicians, and occasions to up their ''cool factor'' much more. if you are a marketer, The Cool issue bargains classes for maintaining your model on best.
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Extra resources for The Cool Factor: Building Your Brands Image through Partnership Marketing
Sample text
We approached licensing at their headquarters in St. Louis because we had a contact there, and besides, we knew we had to start somewhere. ’’ We tried not to show it, but we were floored—because that was about quadruple what we sold in a typical month. But we didn’t stop there. Once we had opened that huge gateway into the corporate world, we helped create a music sponsorship program that beer companies still use as a template today: sponsorships of bands on the highest touring levels, down to the local bands playing the clubs where beer is served.
Closer to home, I was ready to explore ways for Fender to promote the brand outside of traditional industry avenues. I knew that all our competitors shared the exact same outlets to promote our respective brands—we advertised in the same guitar magazines and other music industry publications that reached only the same audience month after month. By running product or artists ads, Fender and other brands were preaching to their respective choirs. The ads were necessary to reach that core market of two hundred thousand or so loyal readers.
No worries, as one industry guide to Graffadi covers this inconvenience by suggesting that advertisers should stipulate that they will reimburse artists for fines and legal fees. ’’ In other words, a small price to pay for street cred. In the 1990s, when punk became mainstream for the music biz after the tremendous success of Nirvana’s anti–Madison Ave teen angst anthem, ‘‘Smells Like Teen Spirit,’’10 a troubled Kurt Cobain had to come to grips with his dilemma of achieving popularity by having to work with major corporations without compromising his integrity to his fans.