The Marketing of the Explorer

The marketing of the Explorer shaped guitar is a tale of endless promotion combined with visions of the future. The first "Explorer" guitar was designed and produced by Gibson in the late 1950s. It was officially introduced in 1958 as part of what Gibson would call the Modernistic Series.

The designer of the Explorer was Gibson's Ted McCarty, and the body shape was notably different from traditional guitar designs of that era, featuring sharp angles and a futuristic appearance.

The original Explorer did not gain any popularity during its early years and was discontinued in 1963. It was in the 1970's that the Explorer began to gain attention hard rock guitarists of the day. And that is where the marketing of the Explorer shaped guitar begins.

Explorer Copies

Here they come, the Explorer copies... The Explorer shape has become iconic to say the least. It remains a much sought-after and recognizable guitar shape. Copies have emerged from many manufacturers over the years, some identical to the original, and some similar shapes deliberately altered slightly.

Explorer guitars are copied by other manufacturers for several reasons, most certainly driven by sales and profit. The Explorer's unique and distinctive body shape has become iconic and recognizable in the world of electric guitars. As a result, many guitar players are drawn to its edgy and futuristic appearance.

The Explorer design gained popularity over the years, especially in genres like heavy metal and hard rock. As a result, there is a demand for guitars with this particular shape, prompting other manufacturers to offer their own explorer copies.

Guitar manufacturers aim to capture a broader market by offering a wide range of guitar styles and designs. Copying popular and well-known guitar shapes like the Explorer allows them to appeal to players who desire that specific look. It's basic guitar marketing and common sense from a sales standpoint.

Some guitar manufacturers create Explorer-style copies as a tribute to the original Gibson Explorer and its historical significance in the guitar world. These guitars may cater to players seeking a nostalgic or vintage-inspired instrument.

While some manufacturers produce exact copies of the classic Explorer design, others may modify or innovate upon the original concept, introducing variations and improvements that cater to specific playing styles or preferences.

Licensed unofficial copies of the Explorer design might be more affordable for players who want the look and feel of an Explorer-shape guitar without the premium price associated with the original brand.

Over the years, various guitar manufacturers have produced copies that bear a resemblance to the Gibson Explorer design or have been influenced by its iconic shape.

Some of the notable guitar manufacturers that have created Explorer-style guitars include ESP, Jackson, Dean, Epiphone, Schecter, and Washburn. Each of these brands incorporates its own craftsmanship, features, and specifications, giving players a range of options to choose from based on their preferences and budget.

How Do They Market the Exploer Shape?

So how do they market the explorer shape anyway? Guitar manufacturers use various marketing strategies to promote their guitars and reach potential customers. Here are some common ways they market guitars:

1. Advertising: Manufacturers often invest in advertising campaigns through print media, online platforms, and television to showcase their guitar models and highlight their features.
2. Endorsements: Getting endorsements from well-known musicians and artists is a powerful marketing tool. When popular guitarists use a specific brand or model, it can significantly influence consumers' perceptions and preferences.
3. Social Media: Guitar manufacturers actively use social media platforms to engage with their audience, share product updates, post videos of artists playing their guitars, and run promotional campaigns.
4. Product Launch Events: Manufacturers organize product launch events, trade shows, and exhibitions to showcase their latest guitar models and innovations to industry professionals and potential buyers.
5. Influencer Marketing: Collaborating with social media influencers and YouTubers who have a significant following in the guitar community allows manufacturers to reach a broader audience and receive honest reviews and feedback.
6. Online Presence: Maintaining a strong online presence through official websites, online stores, and digital marketing ensures that consumers can easily find information about the guitars and make purchases conveniently.
7. Demo Videos and Reviews: Manufacturers often release demo videos and product reviews on their websites and social media channels to showcase the sound and capabilities of their guitars.
8. Packaging and Branding: The visual appeal of the guitar packaging, logos, and branding elements can influence a customer's perception of the product's quality and desirability.
9. Artist Signature Models: Creating signature guitar models for well-known artists helps generate excitement and interest among fans of those musicians.
10. Retailer Support: Collaborating with authorized dealers and retailers to provide in-store displays, product demonstrations, and promotional offers enhances the visibility of the guitars and allows potential buyers to try them out.
11. Content Marketing: Providing valuable and informative content, such as tutorials, guides, and educational materials, can help build brand authority and establish the manufacturer as a trusted source in the guitar community.

By combining these marketing strategies, guitar manufacturers aim to create brand awareness, generate interest in their products, and ultimately drive sales and customer loyalty. Specific genres of music are drawn to the explorer shape as well, this may steer the explorer guitar marketing in a specific direction.

The Heavy Metal Explorer

The Explorer shape of guitars has a strong appeal to heavy metal musicians for several reasons:

1. Aggressive Aesthetics: The angular and aggressive design of the Explorer shape exudes a sense of power and intensity, which complements the aggressive and heavy nature of metal music.
2. Stage Presence: The visually striking and unique shape of the Explorer stands out on stage, helping guitarists create a memorable and commanding presence during performances.
3. Weight Distribution: The elongated upper and lower horns of the Explorer shape help balance the weight of the guitar, making it comfortable to play in a standing position for extended periods, which is important for energetic metal performances.
4. Versatile Tones: Explorer-style guitars often feature high-output pickups and solid tonewoods, allowing them to produce thick and saturated tones that suit the heavy and distorted sounds typical in metal music.
5. Extended Range Options: Some manufacturers offer Explorer-style guitars with extended range options, such as 7-string or 8-string configurations, which provide additional low-end power for genres like djent and progressive metal.
6. Durable Build: Heavy metal guitarists often require robust and durable instruments to withstand aggressive playing styles, and Explorer-style guitars are typically built with solid construction to meet these demands.
7. Historic Use in Metal Music: The Explorer shape gained popularity during the rise of heavy metal in the 1970s and 1980s, further solidifying its connection to the genre.
8. Wide Range of Brands and Price Points: The Explorer shape is offered by various guitar manufacturers, from high-end custom shops to more affordable models, making it accessible to a wide range of metal players.

Overall, the combination of its edgy design, powerful tones, and association with influential heavy metal guitarists has made the Explorer shape a popular choice among heavy metal musicians, cementing its place as an iconic instrument in the metal music scene. Marketing this shape of guitar to the metal scene seems like a natural choice.

About Val Marketing...

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