Music adviser- Scenario 1:

A music store wants to bring more customers through the doors.

They contact a radio station that operates in their area and agree on an airtime package. They write some copy and produce the advert.

The advert speaks about the size of the store, the amazing range of musical and audio equipment and then offers them the website address for reference.

It is played with good repetition across the station’s on-air spectrum.

The advert possibly generated some response , but this was not specifically measureable.

In a music store, there are a vast number of musical disciplines to engage with. Piano, guitar, violin, cello, trumpet, dj etc. Plus there is the gear involved, amplifiers, effects, PA Systems, strings, bows, picks, pedals, cases etc.

Right now, the message is trying to tell a whole lot of people about ALL of that in 30 seconds.

It’s not possible.

Not possible to communicate ALL of that to that many people in that space of time.

How long would it take you to tell ONE person about everything instore?

Much more than 30 seconds.

Also, you would only be hitting resonance with listeners that were thinking about music at that specific moment in time.

You couldn’t influence listeners to suddenly engage with the advert when you’re not being specific.

Using jargon to try and convey all of that in 30 seconds does not add value nor differentiation – it does just the opposite.

Because the advert sounds basically the same as all the other music shop adverts, there IS no differentiation perceived.

Bottom line – some fish swim in and out, but you can only really use a few, the rest get thrown back.

Music Adviser – Scenario 2:

With the above in mind, the strategy I would implement would be as follows :

• Target a specific music market segment- eg guitar players specifically ELECTRIC Guitar players.
• Sub-segment them into even smaller preference groups – Fender ; Gibson
• Create a 30″ advert ONLY for them with ZERO content about the brand – 100% content relevant ONLY to that music market segment.
• Pick a topic that is relevant to that group – eg finding your sound. Any serious guitar player has their own sound and they strive to achieve this goal with relentless commitment. This means different guitar models from within the preferred brand range to try and find the one that gives them their sound. Then it’s amplifiers, tube , valve , digital and the pedals that go with them – ALL IN PURSUIT OF THEIR SOUND.
• Any music store can have guitars, amplifiers and pedals – but if your store is the one that has the very best advisers on how to help them in the attainment of their SOUND, you will be a VERY busy music store with the RIGHT kind of customers.
• So now,you create an advert that talks about the difficulty of finding your sound. Of the time and effort taken to find it and the trial and error process it involves. We know how it feels. With our extensive experience in supplying top GUITARISTS (name 2 electric guitarists) with the gear to get their sound, we truly understand what you mean and how to find it.
• The key is PERSONALISED RELEVANT CONTENT.
• Focused only that specific market segment, temporarily forsaking the rest.
• Talk to them only. Focus only on them. For that advert was only for them. Make them the centre of attention.
• Talk about string choice for the type of sound they want ,pick choice, amp choice and pedal choice.
• Different tone, different sound, different FX.
• You are speaking their language.
• They will flock to your pond.
• Rinse, lather, repeat.
• You can do this with every single different sub-market segment you can imagine.

If you want guitar fish in your fish pond, then use guitar fish bait.