How Fender Is Taking Its 75-Year-Old Brand Onto TikTok And The Digital Future

Discussion in 'Bad Dog Cafe' started by 19sixty3, Sep 20, 2021.

  1. 19sixty3

    19sixty3 Tele-Meister

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  2. Timbresmith1

    Timbresmith1 Tele-Afflicted

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    15 minutes of fame in 10 minutes or less?

    I think my opinion is not relevant.

    I’m not sure how I feel about that.
     
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  3. sloppychops

    sloppychops Tele-Afflicted

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  4. LesQuire

    LesQuire Tele-Meister

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    The medium for marketing changes, I'm guessing most guitar players don't read the guitar mags as much anymore so they need ways to reach new customers, nothing strange about it. I'm not a tiktok fan, but I do get sucked into a youtube shorts black hole every now and then and that's the same thing.
     
  5. Hey_you

    Hey_you Tele-Afflicted

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    Wut's a Tictok?
     
  6. Brad Pittiful

    Brad Pittiful Doctor of Teleocity Ad Free Member

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  7. uriah1

    uriah1 Telefied Gold Supporter

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    I thought that another self aggrandizing site with a bent toward dancing in a mirror.
     
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  8. stxrus

    stxrus Poster Extraordinaire

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    In an ever changing marketing world it does make sense. The demographic is changing to younger and predominantly female.

    Evolve or die. It’s pretty simple
     
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  9. Lawdawg

    Lawdawg Tele-Afflicted

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    It's a no brainer. To attract younger consumers you have to market where they are and people under 30 are on social media platforms like TikTok. Money spent on marketing guitars to my demographic -- 50+ men -- is a surefire way to kill your brand's long term viability. A repeated lament on TDPRI is that the younger generations aren't into guitar, well this is how you fix that.

    We'll see whether it works or not, but I think Fender's overarching strategy the past 5-10 years to grow the overall market of young guitar players is the correct and smart move. Fender isn't competing against Gibson, they're competing against Playstations and iPhones.
     
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  10. slauson slim

    slauson slim Friend of Leo's Platinum Supporter

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    Good for them. Adapt,adapt, adapt.
     
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  11. Steve Holt

    Steve Holt Friend of Leo's

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    To be a successful brand on tik tok I've found the brand needs to engage in posts that have nothing to do with them. The Detroit Lions (of all teams) has a really popular tik tok because they'll drop in on random videos and leave a comment that drums up a lot of attention. If Fender can do the same, they could make a really big wave.

    Currently Tobasco has been winning hearts and minds by finding a girl that loved one of their small bottles and sending her a ton of merchandise. And then she posts about the surprise gifts they keep sending her. Its all fun. But a video or two demoing gear or having some old guy play guitar isn't going to attract much attention on tik tok, in my opinion.
     
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  12. gpilgrim

    gpilgrim TDPRI Member

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    With all the dancing on Tiktok someone duck walking a Tele ala Chuck Berry could work out nicely
     
  13. magicfingers99

    magicfingers99 Friend of Leo's

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  14. magicfingers99

    magicfingers99 Friend of Leo's

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    consumers, got to consume...
    most people have the attention span of a gnat. just keep flashing pictures of guitars with cool music. include a cross promotion for Brawndo with a new Telecaster flavor
     
  15. JL_LI

    JL_LI Poster Extraordinaire

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    Brilliant. It’s brilliant. Fender is targeting the most viable market for new guitar sales and hitting the bulls eye. I’m not the market. I already have three Fender guitars and didn’t buy a single one of them new. And I’m unlikely to buy another. I distrust on line sales so direct marketing to me falls on deaf ears. Younger musicians live on line.

    Personally, I think some of the new colors are ghastly. I like noiseless pickups but they’re not vintage sounding. Whether that’s good or bad is a matter of opinion but noiseless wins for digital recording. Fender also wins the SS modeling amp battle. Model one amp well rather than 10 amps poorly.

    Fender will still be relevant 10 and 20 years down the road. Gibson will continue to buy up irrelevant companies. Anyone see a pattern here?
     
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  16. telemnemonics

    telemnemonics Telefied Ad Free Member

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    Sorry digital future, I'm not for free or even for sale...
     
  17. loopfinding

    loopfinding Friend of Leo's

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    Tbh it’s fine to cover all bases but fender is like coke. Anyone who buys one knows what it is already. Even a lot of my non musician friends know what a Stratocaster is.

    their biggest interest generated from social media probably comes from the constant barrage of SRV or John Mayer or neo soul kids playing tasty looking strats probably moreso than them dumping any money in themselves.
     
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  18. bgmacaw

    bgmacaw Poster Extraordinaire

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    My first thought about the new Player Plus series was that they were very Instagram/TikTok friendly. All the kids want to be "influencers" these days just like 70's kids wanted to be rock stars or athletes.
     
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  19. Opt_234

    Opt_234 Tele-Meister

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    Fender has always been really player centric

    remember, leo didn't play. so out iconic teles and strats and basses we have today were created by leo and george, but other features were forged by player consultation and advice

    fender knows where guitar is going. players want certain things these days, and will seek out whatever company will give it to them. it's about survival as music changes. more girls play, new styles of music are being put together.

    if fender refuses to give them what they desire, Ibanez will. ESP will.

    look at how bad gibson is ****ing up. they don't make **** for PLAYERS. they make stuff for rich guys and a style of music that is not in vogue at all. look, don't get me wrong, Jimmy Page is god to me. but i am not delusional to think zeppelin or blues rock is super relevnt in todays musical landscape. I mean Gibson's brand ambassador is SLASH. a guy who's claim to fame is one record from 1987

    there's nothing wrong with supporting legacy acts. but that's all they do. they don't do anything new. i remember seeing a limited edition les paul custom. floyd rose, neon colors. not for me, but I was like "hell yeah gibson, good for you". but it was so expensive and they didn't make a lot of them

    companies like fender and ibanez will do crazy **** for players, YOUNG AND NEW players. fender has legacy acts like Yngwie or Jeff Beck, but they also have new artists like that one black girl that I can't remember the name of. she plays like, a silver strat I think?

    if you're gonna make insturments and stuff, you need to be player centric, and need to get your product in as many hands as possible.

    i remember seeing a fender ad and it wasn't about like, the brand, it was about "this is a tool for players, any player, anybody". i love that about them
     
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  20. Blackmore Fan

    Blackmore Fan Tele-Afflicted

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    TikTok won't make or break Fender. Ignoring social media all together would. A big business participating on a site like this one deserves a "golf clap"--nothing more, nothing less.
     
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