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You Have To Know Who Your Customers Aren’t: Lessons From Fender Guitar

You Have To Know Who Your Customers Aren’t: Lessons From Fender Guitar

If you know anything at all about guitars, you know the name Fender. The iconic instrument maker has been around for seventy years. They’re a well-respected, legacy brand.

Fender is a well-respected, legacy brand that’s doing everything it can to attract and retain their customers. The way guitars used to be sold – by and to people who’d spend hours at a time hanging out in guitar stores, with casual instruction and performances being par for the course – just doesn’t happen the same way anymore. Fender’s leadership was worried that the brand wasn’t connecting with the next generation of musicians. In a really interesting AdWeek article Fender discusses the range of digital tools they’re using in hopes of bridging the gap. In addition to new website content, Fender has launched an app and Fender Academy, which is designed to train existing retailers about the brand.

[Tweet “Instead of focusing on their customer base, Fender looks for people who know nothing about guitars.”]

There are many different tools being used, but they all have one trait in common. Instead of focusing on the customer base they already have convinced of their appeal – professional musicians – Fender is looking for people who may know absolutely nothing about playing a guitar at all. Emphasizing how easy it is to get started, along with an acknowledgement that guitar playing is a fun and sexy endeavor, are key components of a content messaging strategy focused on accessability: in other words, convincing people who aren’t musicians that they could be musicians with the right guitar.

We often say smart marketing is knowing who your customer is, but this is one instance where it pays to know who your customer isn’t. Fender has long positioned itself as the guitar for people playing at the very top levels – the true rock and roll virtuosos. It will be interesting to see how shifting messaging to emphasize the appeal to people at the beginning of their musical careers will pan out. If the quality of content remains both high and relevant, we think the results will be music to Fender’s ears!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office