Taylor: The Sound of Marketing

[hamburg325]

I've been an advertising writer and creative director for over 30 years, and I know good ad copy when I see it.

Taylor is masterful at it, as evidenced every few months or so in the glossy, self-congratulatory, official party organ known as "Wood & Steel."

And a big part of being masterful is this: selling while you appear to be doing other things.

Beneath all the earnest, helpful, "authentic" copy of "Wood & Steel" is a finely-tuned, but hard-driving, selling machine.

Nothing at all wrong with this. Not remotely. I devour "Wood & Steel" along with so many of us. And I've owned more than a few wonderful Taylor guitars.

But, since the rise of V-Class and Andy Powers, the selling feels like it's gotten more determined, more strident, even a little defensive.

Which makes me wonder if things are as truly sunny in Taylor Land as they are made to seem.

[TDavis]

I've not a marketing expert...but I've been in customer-facing retail sales for over 30-years. People, in general don't like to think they're being "sold". They like to think they're making a quality decision on their own. It does seem like Taylor has been pushing harder in the last few years, especially since Andy Powers has come onboard and been made a real partner in ownership of Taylor Guitar Company. There's little doubt that Andy is Bobs heir apparent.

Have you noticed that even when Andy is on a video of a dealer demonstrating a new model...he is selling as much as he is demonstrating, perhaps even more?

[rokdog49]

I don’t know about any of that but I for one prefer the “Bob Taylor” days and the guitars. Then again, I prefer a lot of the olden days stuff.

[jaymarsch]

I haven't paid too much attention to the Taylor attitude any more than the Martin history/tradition-speak but I agree that some companies are masters at marketing and advertising. It's why so many people drive SUV's when most people who own them will never leave paved roads and freeways - yet, all the advertising has everyone speeding out of canyons, driving through river rapids and giving us the impression that we could drive to the top of Everest if we owned one.

Taylor has a loyal following and lots of people are enjoying their guitars and evidently their ever-evolving story of what owning a Taylor is all about.

Best,
Jayne

[Dwight]

Originally Posted by Ozarkpicker

....especially since Andy Powers has come onboard and been made a real partner in ownership of Taylor Guitar Company. There's little doubt that Andy is Bobs heir apparent.

All the Taylor employees are "owners" since a month or so ago.

[89bruin]

Two reasons I don’t own a Taylor:
1) Their heavy-handed marketing
2) Their sound has never inspired me.

[scotchnspeed]

Well, no...they're not. See recent thread on this matter.

[FingahPickah]

Here's a cool, quick read

https://www.amazon.com/Guitar-Lesson.../dp/0470937874

[Br1ck]

Taylor somewhere in the past focused and developed a brilliant marketing department. Not brilliant enough to make me buy one. In fact I admire their marketing more than their product. I think they oversold the whole v kind of bracing pattern. Most Taylor fans I know came away with mixed feelings about it, but now have no choice in most new Taylors. I still believe the v style bracing had more to do with manufacturing cost.

I have never met a Taylor neck I liked, my main issue with them. But the marketing is first class. Bob Taylor's conservation efforts are commendable.

[sstaylor58]

Their quarterly mag is called “Wood and Steel”, and new owners receive it. I think that it is a very generous perk. Of course their magazine is going to tout their product, but the info presented is very good, and Bob does a great job of informing and teaching about guitars, wood and the industry in general. Their sustainability investments in the Cameroon, Hawaii and in the US (harvesting urban trees) is commendable and will help their company, players and the guitar industry for decades, if not centuries ahead. I really enjoy the mag, and understand it is a tool for selling their guitars, but it is much more than that. I am a better player, and better informed about the world of stringed instruments because of Wood and Steel. It just another way they give back to their customers, and I applaud it.

[Brucebubs]

I remember the time when you went out looking for a Taylor guitar now it feels like their out looking for you.

[donlyn]

Originally Posted by Brucebubs

I remember the time when you went out looking for a Taylor guitar now it feels like their out looking for you.

Hey Bruce,

Well, they certainly know where to find me. Won't do 'em much good these days since money is scarce, but here's to hitting a lottery.

Don
.

[Batmitestar]

They’re masterful at marketing, as evidenced by all the non-Taylor aficionados with takes they feel compelled to share. Even the non-fans are chatting. What’s that saying about no such thing as bad something or other . . . what was the word . . . darn if I remember . . .

[donlyn]

Taylor: The Sound of Marketing


Also let me add that I find their magazine, 'Wood & Steel', very informative and enjoyable.

I always read it at the kitchen table too, so there's always a few grains of salt handy.



Don
.

[Maicobmw]

Having been around for a while I tend to not put much stock in marketing efforts by anyone, and take any such efforts with more than a few grains of salt.

But I can't fault Taylor or any other business entity for trying.