Larrivée Guitars:      A Powerful Strategy to New Media              by Ricky BellowsADV400 - University of Illinois      ...
Executive SummaryThis is a proposal for the advancement of using social media as a powerful tool toreach our customers. La...
Situation AnalysisA Brief History of Jean Larrivée GuitarsJean Larrivée was a teen-age boy studying classical guitar in To...
Internal Stakeholders                              Approximately 200 employees (100 in                              Califo...
Current Modes of Communication                                    Website:                                    Currently, t...
Are these modes working?The Simple Answer is...No.Why are these modes of communication not working? Because weare not util...
So how do we create                             a stronger presence?                                       Interactivity: ...
Objectives and Goals                        Facebook Page                        Objective: Increase communication with ou...
Tactics for ImplementationFacebook PageCurrent Fan amt: 1,318Goal Fan amt: 5,000 at end of fiscal yearOur goal is to increa...
PodcastGoals:Create a listener fan baseIncrease brand loyalty and awarenessGet downloaded 1,000 times with an increase in ...
iPhone ApplicationThe iPhone Application is going to reach our die-hard guitar playingfans. Every guitarist needs to tune ...
Contingencies and                                     documented and Larrivée guitars will have                           ...
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Larrivée Guitars Proposal

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Potential ideas to improve the Larrivée Guitars brand.

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Larrivée Guitars Proposal

  1. 1. Larrivée Guitars: A Powerful Strategy to New Media by Ricky BellowsADV400 - University of Illinois Larrivée Guitars, Page 1
  2. 2. Executive SummaryThis is a proposal for the advancement of using social media as a powerful tool toreach our customers. Larrivée is already known as one of the finest guitarcompanies and manufacturers to date. From Jean Larrivée’s first handmadeguitar in 1968, to the company’s thousands of guitars sold world wide annually,Larrivée has broken the mold for craftsmanship through research and puredumb stubbornness - ultimately leading to the perfect guitar. This quality andconsumer satisfaction has created a binding and loyal relationship with ourcustomers. Through implementing this social media strategy, we can broadenthis devoted Larrivée community as well as increase sales – all with minimum risk.ADV400 - University of Illinois Larrivée Guitars, Page 2
  3. 3. Situation AnalysisA Brief History of Jean Larrivée GuitarsJean Larrivée was a teen-age boy studying classical guitar in Toronto,Canada, when he met German Guitar builder Edgar Monch. AsMonch’s protégé, Larrivée learned that different styles of bracing,bodies, and woods changed the way sound resonated within a guitar.After years of study, in 1968, JeanLarrivée began to create and sell hisown guitars aptly named “Larrivée.”At this time he set up a shop and wasready to mass-produce. The idea ofmass-production sounded simple toLarrivée, yet there were not manyguitars produced originally due to themall being hand made. Jean Larrivéeproduced his first steel-string guitar in1971. This was not like any other steelstring at the time – this guitar had thebracing of a classical nylon stringedguitar. This created deeper basses and refined tones without thepitfalls of other bracing systems. In 1991, the family owned businessmoved to a 11,000 sq. ft. building. At that time they had 35 workersproducing 25 guitars a day. After years of success, they had toupgrade to a 33,000 sq. ft. building with over 100 workers producingaround 70 guitars a day. The company’s most current expansion wasbuying a factory in California in 2001 (where Jean and his wifeWendy, Son Matthew, and daughter Christine all work). Over theyears through technology, Jean Larrivée is able to share his family-created Canadian guitars with us with mass-production.ADV400 - University of Illinois Larrivée Guitars, Page 3
  4. 4. Internal Stakeholders Approximately 200 employees (100 in California and 100 in Vancouver). This includes sales, distribution, craftsmen (from start to finish), and designers.External StakeholdersGuitar players nation-wide, Musicians thatneed an amazing tool toproduce art, listenersof music, anyone whohas not started to learnguitar but will someday, companies thatsell us productionmaterials (i.e. lumbercompanies, steel mining companies, leather companies for our cases) Some bands that use us:David Crowder Band Jim Ashton Jasmine Cain Rainhard FendrichPete Smith Greg Barnhill Justin Todd Herod Shaun Hopper( Larrivees UKClinician ) Robby Springfield Guthrie Trapp (Jerry Jamie Warren (Nashville Allstar Douglass Band)George Canyon Band) Serj Tankian (System Brad Paisley of a Down)Curtis Jones Mike Brookshire (Nashville Allstar Willie Watson, Critter Maureen EnnisMiko Marks Band) Fuqua (Old Crow Medicine Show) Brooks VaughanADV400 - University of Illinois Larrivée Guitars, Page 4
  5. 5. Current Modes of Communication Website: Currently, this is how we reach most of our customers by using updates, pages, etc. This is our flagship means of communicatio n. Facebook: ectly with Here, we can communicate dir fans (people not only our customers but our who may not be able to afford to hear products). People “friend” us what we have to say. FRIENDS: 1,505 MYSPACE: On Myspace, we communicate w ith mostly bands w e associate ours elves with. Here, we can embed produ ced media such as videos and music. FRIENDS: 345ADV400 - University of Illinois Larrivée Guitars, Page 5
  6. 6. Are these modes working?The Simple Answer is...No.Why are these modes of communication not working? Because weare not utilizing them to their full potential. With a measly 345friends on Myspace and only 1,505 friends on Facebook, we are notreaching our full potential of viewers. We need to have a more activepresence on these social networking sites and come up with otherways to reach new audience members/customers.ADV400 - University of Illinois Larrivée Guitars, Page 6
  7. 7. So how do we create a stronger presence? Interactivity: When people can interact with us and our products, they will grow loyal to our company. When we increase conversation, we both benefit. This will be easy for us to do with minimal risk. Generate Content: We need a reason for people to “friend” us on these social media sites. When we generate content, people will want to see what’s new on our pages and “friend” us. This also has the potential to spread virally online. Again, there is minimal risk involved. Integration: When all of our different sites work together seamlessly, it not only makes us look good, but it also leaves less of a possible risk of frustration for the viewer/customer. This optimization will involve zero risk.ADV400 - University of Illinois Larrivée Guitars, Page 7
  8. 8. Objectives and Goals Facebook Page Objective: Increase communication with our customers. Goal: Increase fans on fan page to 5,000 by the end of the fiscal year inevitably increasing communication.Podcast iPhone AppObjective: Generate interesting content that Objective: Be a main advertising agent for ourLarrivée customers want to listen to. brand, podcast, and Facebook page by havingGoal: Get the first Podcast downloaded 1,000 clickable logos.times with a 10% download increase for every Goal: Get the application downloaded 2,000episode thereafter. times and get 20 Podcast downloads and 20 Facebook page views directed from application.ADV400 - University of Illinois Larrivée Guitars, Page 8
  9. 9. Tactics for ImplementationFacebook PageCurrent Fan amt: 1,318Goal Fan amt: 5,000 at end of fiscal yearOur goal is to increase the amount “fans” (subscribers to our Facebook page) byinvolving more sweepstakes. Taylor guitars (another top tier guitar brand)currently has approx. 14,000 fans. This is primarily due to their rollingsweepstakes which offer discounts on guitars, free guitars, concert packages,signed memorabilia by artists who play their brand, and others. If we can create a sweepstakesthat offers this much and more, we can easily increase our presence on Facebook. We wouldadvertise our Facebook sweepstakes on our current website which is our main mode ofcommunication and most trafficked site. We would also add a larger Facebook logo to our currentwebsite which integrate our page on our website. On our current website there is a simplehyperlink that states “Go to our Facebook page.” A logo would be more prominent andrecognizable. To analyze the statistics on our Facebook page we will use the analytical tool thatFacebook offers with every Facebook page. There, it tells you whether your content was viewed,by whom (male or female, age), number of video plays, number of comments, and where theviewer was from.More Facebook “fans” means more listeners. If we can properly gain 5,000 unique “fans” on ourFacebook page, we will be able reach a larger audience and create a larger fan base.ADV400 - University of Illinois Larrivée Guitars, Page 9
  10. 10. PodcastGoals:Create a listener fan baseIncrease brand loyalty and awarenessGet downloaded 1,000 times with an increase in 5% for every episode afterBy creating a Podcast, we are being proactive in content generation. APodcast is a syndicated audio show that anyone can subscribe to by using a podcast catcher or“pod-catcher.” This Podcast would have virtually no production cost because it can be recorded,edited, and produced online all in house. The Podcast would include topics ranging from how tobuild a guitar like Jean Larrivée to an interview with a band that is sponsored by Larrivéeguitars. We will use our other modes of communication to inform listener that they can call inwith questions about their guitars and ask Jean Larrivée himself at a specific time (while we arerecording the show). This segment will be called “Live with Larrivée.” These Podcasts would beinteresting and informative, but would also be free advertising with an increase in brandawareness and loyalty.After production of the podcast, we will place a badge on our website. By clicking thisbadge, the podcast will open up in a pod-catching service (i.e. iTunes) and willautomatically be subscribed to receive any future episodes.ADV400 - University of Illinois Larrivée Guitars, Page 10
  11. 11. iPhone ApplicationThe iPhone Application is going to reach our die-hard guitar playingfans. Every guitarist needs to tune their guitar, and every guitaristneeds a tuner. With this application (that will be downloadable viaour website and on the phone), the guitarist will be able to directlydownload and listen to our podcasts and join our Facebook page.This will be possible by having a click-able podcast logo (whichdirects them to a download of our podcast) on the top left of theapplication and a Facebook logo ( which will direct them to ourFacebook page) on the top right. We will also use this application tomake money by offering up advertising space (via bottom 1/8th pop-ups) to guitar accessory brands (that make accessories that we donot) such as ClearTone guitar strings. If this application takes offand does as well as expected, we can create other applications. Other applications can include aguitar chord list/builder, a song recorder/editor, and even a “jukebox”-esque application - allbrought to you by Larrivée.ADV400 - University of Illinois Larrivée Guitars, Page 11
  12. 12. Contingencies and documented and Larrivée guitars will have full ownership of those opinions. Risks iPhone Application The risk with creating an iPhone applicationFacebook Page is that it would cost money to have itThe risk of having a corporate presence on outsourced for production at anotherFacebook is that there is always the risk of company. Another risk is that the applicationbeing offensive. If we post content that is needs to be accurate in tuning so that we dotaken offense to by multiple viewers, the not get feedback of the contrary. It is alsocontent must be taken down immediately. A risky to make an iPhone application becauseformal apology must be posted via the status Apple may refuse our application.bar within 20 minutes of the third complaint. Also, if the links are to break while theFor the sweepstakes, we will work with application is running, we need to post anFacebook to develop an application for us as to apology on our website, Facebook page, and onmake sure there is no way to cheat the our Apple iPhone applications page. This issweepstakes. We will closely monitor any i mp e r a t i ve b e c a u s e b r o ke n l i n k s a r eactivity made during each sweepstakes. extremely damaging to our image.Another risk is a virus via Facebook. We willclosely monitor any added friends to the pageas to make sure it is not spam nor a virus. If Sourcesspam occurs, we will take the Facebook pagedown until the problem is resolved andrelaunch it thereafter. If stakeholders have a www.larrivee.comproblem with any of the content either www.wikipedia.comgenerated or posted on the page, they will be www.cherokeeguitar.com/storeallowed to voice their opinion at any time. www.12fret.comAny and all opinions will heavily weigh theoutcome of the Facebook page. Any opinionsgiven by stakeholders will be documented andare property of Larrivée guitars.PodcastThe risk of having a podcast is being offensive.All risks that were stated above would betaken care of exactly how it was stated in theabove paragraph. There is also a risk ofrunning out of content. If there is a growth inlisteners by the 4th episode, we will delegatethree of our workers to spend one day a weekwriting the podcast and one day a weekproducing the podcast. Again, if stakeholdersfind anything offensive in a podcast, they havethe right to voice their opinion. It will beADV400 - University of Illinois Larrivée Guitars, Page 12

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