I hope you can stick with me for an interesting marketing conundrum transposed to the surprisingly comparable world of boutique music retail. Here goes!
If you were to think of musicians – and specifically guitar players – as simply a representative sample of the larger U.S. consumer base (which they are), you’d see that their needs and desires span across the spectrum from touring arena rockers to teens working out the opening chords to “Stairway to Heaven” in their bedrooms. And, much like that larger consumer world, a select few “big box” brands dominate the massively lucrative industry of instruments, amplifiers, effects, etc that supposes to cater to all these diverse needs. So, as a marketer, how do you break past the big leagues and find traction? How do you develop a niche or even compete?