It’s imperative for legacy and heritage brands like Guitar Center to shift their approach to marketing to meet people where they are today, explained Thomas Anderson, engagement manager, digital at Prophet, adding that many people changed their shopping habits to be digital-first amid the pandemic. Those figures exclude what the company may have spent on social media advertising as Kantar doesn’t track spending on those channels. Per Kantar’s data, Guitar Center spent $7.34 million on advertising in 2021, up slightly from $7.30 million on advertising in 2020. It’s unclear how much of its ad spend Guitar Center is dedicating to each channel as the company only shared percentage shifts. ![]() Now, of course, during the pandemic, when we closed stores, we had to switch really quickly to be able to move those lessons to digital and online ” “We have spent a lot of time, effort and marketing to building up lessons and bringing in new lesson students. “It really is about acquiring new students, people that come in want to learn and making sure they know that we offer lessons,” said D’Addario. The company did not provide exact figures.ĭoing so has helped with overall brand growth as the company has seen “increases in customer counts” as well as a “record number of new customers in the last three years,” explained D’Addario, adding that tweaking to a more digital focus has Guitar Center seeing “greater levels of engagement,” particularly with its SMS and email marketing garnering increased open rates and click-thru rates.Īside from offering new products for musicians, Guitar Center also offers lessons both online and in-person in its stores now, something it had shied away from until the mid-10s. Today print accounts for just 5% of the company’s ad spend the majority is now dedicated to various digital and social channels as well as streaming and some television. Roughly four years ago, Guitar Center was spending approximately 70% of its ad dollars on print with the rest going to TV and some digital. ![]() The company has shifted its focus, moving ad dollars to more digital than traditional channels to show up where those hopeful musicians are spending their time.
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