Every year the music products industry puts on a huge product convention to display all of the new gear and instruments that are coming out during that year. The show is called the NAMM show and consists of nearly 2,000 companies and attracts over 100,000 attendees. Needless to say, it’s a pretty big deal.
Well, we have been fortunate enough to start working with SJM guitar pedals on their new branding and marketing campaign that was unveiled at the NAMM show this year. The company makes high-end effect pedals that range anywhere from $150-$200 each. If you know anything about pedals, this is a lot of money for a single pedal since the average market price is only $75.
We were brought in to establish their brand as a vintage and high-end company that would appeal to more experienced players and studio musicians. In this highly competitive market, pretty much the only thing that sets one company apart from another is the branding and identity that people perceive.
That is why we started our rebranding with a new company identity that sparked images and memories of classic and vintage rockers. The target audience for SJM is in their 50s and 60s, so they would have been learning guitar when bands like Led Zepplin and the Beatles were big. Unlike today’s guitars who take online guitar lessons for free, these people had to go down to their local music shop and sign up for lessons.
It was a trip and an adventure to go to the record store or the guitar shop. That is exactly what we were aiming for. Customers have to be reminded of the good old days as soon as they see the pedals and then hear those days come to live when they plug it in. This is often referred to as the golden age of guitar before metal bands started tuning their guitars in drop c tuning.
Since our effects began almost a year ago, the company has seen a huge response from its customers. The show alone brought in more new customers and dealers than they had seen in the last year and a half. I think this is a great success for both the company and us.
Next up is a complete redesign and remarketing of their entire website. Unfortunately, they really haven’t been current with modern site designs and trends. More importantly, an online market place is going to be set up.
All in all, our trip to Anaheim for the NAMM show was nothing short of amazing. The sushi place we stopped at in Laguna Beach was really good and the drive up the PCH was a nice change of pace. Not to mention, I got a couple of nice effect pedals to try out when I get back home and instructions on how to build a guitar pedal. I can’t wait to go back again next year and show the customers all the amazing stuff we have been able to accomplish with this brand. Stay tuned.