Uncover Insightful User Journey Secrets Using GA4 Reports
Competitive Strategy - A Study About Electric Guitar Pedals Market
1. G U I TA R
H E R O E S
Elie BERNARD - Nicolas DEVERLY
Thomas FERRAND - Louis LAMBLIN
Charles LEFEBVRE - Shruti SHARMA
Steven TRUFFLEY - Clémence VASSEUR
Electric guitar pedals market
2. D e c i s i o n
1
We want to invest in KEYMUSIC to
implement a digital strategy to propose a
renting service in order to increase its
growth by 5% in 4 years.
3. M a r k e t P r e s e n t a t i o n
Size of the US market
40% of global market
1,1 million of guitar pedals sold
in 2014
$79,92 millions
2
Size of Global Market
Sources
NAMM 2015 Global Report
Redwitchanalogim market study
2,8 millions of guitar pedals sold
in 2014
$199,8 millions
4. E X E C U T I V E S U M M A R Y
Diagnosis1
Decision2
Implementation3
PESTEL
Benchmark
Mappings
Business canvas
Porter’s 5 Forces
3
Diagnosis results
Final decision
Actions taken
Business models:
Well-established companies for
everyone
Expensive high products for
experts
Lower price products for
beginners
Customization
Renting service
DIY
Risk Analysis
Planning
Organizing
Financial forecast
Packages
STP
5. OPPORTUNITIES THREATS
Politic
No governmental
impact on market
Economic
Exchange rate variations
Increase of second
hand market due to the
crisis
Social Impact of musical trends
D i a g n o s i s
PESTEL – Part 1
4
6. OPPORTUNITIES THREATS
Technologic
Greater worldwide
presence thanks to
Internet
Better quality products
Development of renting
market through social
networks
Internet leads to
greater competiton
Increase of susbtitutes
based on new
technologies
Legal
Exportation restrictions
Cultural practises like
music are restricted in
some countries
D i a g n o s i s
PESTEL – Part 2
5
7. D i a g n o s i s
Benchmark
6
30%
10%
10%
10%
60% of the total market
Price range 30 € - 500 €
Average price 171 €
Main sound effects
1. DISTORTION
2. DELAY
3. CHORUS
Mainly B2B2C
Market shares
8. D i a g n o s i s
Mapping
7
0
50
100
150
200
250
300
350
400
1960 1970 1980 1990 2000 2010 2020
GUITAR PEDALS MARKET
Boss
Electro Harmonics
MXR
TC Electronics
Line 6
Strymon
Darkglass Electronics
Mooer
Harley Benton
Digitech
9. D i a g n o s i s
Business Canva
Key Partners
• OEMs
• Distribution Partner
(on-line and off-line)
• Famous
Artist/Musicians
• Forum and
communities
• Specialized
magazine
• Influencers (blog…)
Key activities
• Pedals
• Other effect for Guitar
Value
Proposition
• Offer
Wide range of product
adapted to anyone (
beginners to
professionnals )
• Performance
Solid and compact
Excellent P/Q ratio
Good quality
standards
Innovation
• Utilisation
Intuitive features
Usability
Key Ressources
• Human Ressources
Marketing and Sales
team
Creative – Designers
• Intellectual
Ressources
Knowledge
Brand
Copyright
• Financials ressources
Investors
Customer
Relationships
• Assistance
• Specialized
communities (
Forum/Social networks)
Channels
Music intrument store
( on-line and off-line)
Revenue
Streams
Product sales : B2B
retailer / B2C and
B2B for MXR
Cost Structure
• Fixed cost
Employee cost, R&D
cost, Manufacturers
cost, Sales cost
Marketing cost ,
Advertising cost …
• Variable cost:
Raw material, Energy ...
Customer
Segment
From beginners to
professionnals
8
Boss
Electro Harmonix
MXR
TC Electronics
10. D i a g n o s i s
Business Canva
Key Partners
• OEMs
• Distribution Partner
(on-line and off-line)
• Famous
Artist/Musicians
• Forum and
communities
• Specialized
magazine
• Influencers (blog…)
Key activities
• Pedals
• Other effect for Guitar
Value
Proposition
• Offer
Expensive high
quality products
• Performance
Very high quality
Solide products
• Utilisation
Technical
Key Ressources
• Human Ressources
Marketing and Sales
team
Creative – Designers
• Intellectual
Ressources
Knowledge
Brand
Copyright
• Financials ressources
Investors
Customer
Relationships
• Assistance
• Specialized
communities (
Forum/Social networks)
Channels
Music intrument store
( on-line and off-line)
Revenue
Streams
Product sales : B2B
retailer / B2C and B2B
for Strymon
Cost Structure
• Fixed cost
Employee cost, R&D
cost, Manufacturers
cost, Sales cost
Marketing cost ,
Advertising cost …
• Variable cost:
Raw material, Energy ...
Customer
Segment
Only for experts
9
Line6
Strymon
Darkglass Electronics
11. D i a g n o s i s
Business Canva
Key Partners
• OEMs
• Distribution Partner
(on-line and off-line)
• Famous
Artist/Musicians
• Forum and
communities
• Specialized
magazine
• Influencers (blog…)
Key activities
• Pedals
• Other effect for Guitar
Value
Proposition•
Offer
Low price products for
beginners
• Performance
Standard product
• Utilisation
Easy to use
Key Ressources
• Human Ressources
Marketing and Sales
team
Creative – Designers
• Intellectual
Ressources
Knowledge
Brand
Copyright
• Financials ressources
Investors
Customer
Relationships
• Assistance
• Specialized
communities (
Forum/Social networks)
Channels
Music intrument store
( on-line and off-line)
Revenue
Streams
Product sales : B2B
retailer
Cost Structure
• Fixed cost
Employee cost, R&D
cost, Manufacturers
cost, Sales cost
Marketing cost ,
Advertising cost …
• Variable cost:
Raw material, Energy ...
Customer
Segment
Mainly for beginners
10
MOOER
Harley Benton
Digitech
13. D i a g n o s i s
PORTER’S 5
FORCES
BARGAINING
POWER OF
SUPPLIERS
BARGAINING
POWER OF
BUYERS
THREAT OF
NEW
ENTRANTS
INDUSTRY
COMPETITOR
S
Medium
THREAT OF
SUBSTITUTE
12
Medium
Low
Very
Low
Medium
14. D i a g n o s i s
PORTER’S 5
FORCES
BARGAINING POWER
OF SUPPLIERS
Low
Boxe : low concentration
Circuit board : high
concentration
Wire : low concentration
Batterie : high
concentration
BARGAINING
POWER OF
BUYERS
Medium
Specialized websites
General websites
Physical retailers
THREAT OF NEW
ENTRANTS
Low
Simple technology
Well known brands
(mature market)
Long lasting product
Low risk of radical
innovation
INDUSTRY
COMPETITORS
Medium
3 main actors
10 actors own 90%
of market shares
IHH : 1450
THREAT OF
SUBSTITUTES
Medium
2nd hand market
DIY - VST
Amplifiers with
integrated effects
13
15. D e c i s i o n
14
Do It Yourself
Customization
Renting service
16. D e c i s i o n
15
We want to invest in KEYMUSIC to
implement a digital strategy to propose a
renting service in order to increase its
growth by 5% in 4 years.
Economic crisis (impact on purchasing power)
Dominant position of Retailers on the market
Pedals purchasing habits (50% of guitar players own more than 11 pedals)
Medium size company in following position
17. I m p l e m e n t a t i o n
Presentation of the company
16
Stores for musicians,
producers, DJs and singers
Physical stores in Belgium &
Holland, delivery to many
european countries
18. I m p l e m e n t a t i o n
Risk analysis
17
RISKS SOLUTIONS
1. Awareness of the offer
2. Consumers are not used to
rent pedals
3. Consumer can break or not
return the pedals
4. Problem of supply chain
implementation
1. Make a big promoting
campaign
2. Make offers for first users to
invite them to rent instead of
buying
3. Implementation of a deposit
system
4. Employees training
19. I m p l e m e n t a t i o n
Supply Chain
18
O RDE R O RDE R
R E CE P TIO
N
PACK AG IN G SE NDING
D ELIVERY
MUSIC
P LAY I N G
PE DAL
RE TURN
B ACK TO
WARE HOUS
E
20. I m p l e m e n t a t i o n
Timeline
19
Apr May June July Aug Sept Octr Nov Dec Jan Feb March
Storage
Equipment
Pedals
purchase
Process
implement
Apr May June July Aug Sept Octr Nov Dec Jan Feb March
Website
platform
Digital
campaign
Social
media
Partnership
Ads in
magazines
Supply Chain
Marketing
21. I m p l e m e n t a t i o n
Timeline
20
Apr May June July Aug Sept Octr Nov Dec Jan Feb March
Hiring
Training
Human Ressources
22. I m p l e m e n t a t i o n
Profitability of the investment
21
-1.5
-1
-0.5
0
0.5
1
1.5
2016 2017 2018 2019
Millions
Profit
Profit
Investment: 1,2 millions € in 2016
Repartition of the investment:
- Stock capacity
- Shipping
- Digital/website.
ROI = 6% in 2019
23. I m p l e m e n t a t i o n
Rental package offers
22
7,99€ - 19,99€
Weekly Monthly
For 1 SILVER pedal at a
time, keep as long as
wanted
Shipping fees not
includeed
(Pedals between 30€ and 99€)
14,99€ - 39,99€
Weekly Monthly
For 1 GOLD pedal at a
time, keep as long as
wanted
Shipping fees not
includeed
(Pedals between 100€ and 199€)
29,99€ - 69,99€
Weekly Monthly
For 1 BLACK pedal at a
time, keep as long as
wanted
Shipping fees not
includeed (except for the
monthly offer)
(Pedals between 200€ and 399€)
S I L V E R G O L D B L A C K
24. I m p l e m e n t a t i o n
Segmentation, Targetting & Positionning
23
WHAT WHERE WHY HOW WHO
A renting
service for
guitar
pedals
European
market
Guitar
pedals
market
Eshop
A growing
demand
Get a
competitive
advantage
Win more
market
shares
Investment
in a strong
following
company
3 different
offers
Marketing
plan
All
musicians
level
Economic
solutions
seekers
Musicians
wanting to
test
products
25. I m p l e m e n t a t i o n
4 P’s
24
PRODUC
T
PRICE
PROMOTION
PLACE
Website platform
Large choice of
pedals from many
brands;
3 types of offers:
Silver pack / Gold
pack /Black pack
Silver pack:
7,99€ week/ 19,99€ month
Gold pack:
14,99€ week / 39,99€ month
Black pack:
29,99€ week / 69,99€ month
Shipping fees depending of the
pack
48 h delivery
Digital campaign:
Social media campaign (mainly
Facebook)
Partnership:
Influencer (endorsement of artist,
youtube guitar podcast)
Blogs
Communities and forum
Online service B2C
Reservation on the
website, collection in
store or delivery at
home
Editor's Notes
Thanks to 2 sources (NAMM 2015 Global Report & Redwitchanalogim market study), we find 2 interesting results to compute :
-The US market is responsible for 40% of the Electric Guitar Pedals market shares
-1,1 million of guitar pedals were sold in USA in 2014 which resulted 80 millions sales revenue from B2B and B2C
To this we have to add the sales revenues from second hand market which represents 2,4% of the total market : 4,8M and around 500 000 units.
Thus we got the size of the pedal Global Market :
2,8 millions of guitar pedals sold in 2014 ($199,8 millions)
Brief history of the Effects Pedal : Transistor is invented in 1947 and the first application to music comes at the beginning of the 60’s with the invention of the first Fuzz Effect Pedal
The industry is doing pretty well even their number of units sold stays the same since 10 years.
The market is evolving globally in a stable market where technology influence a lot the structure of the market. Main threats can’t be extended to the entire market but there are just right for specifics cases or specific countries. We can conclude that the environment is quite “good” in that industry.
Political
The main actors of the market (the ones which represent 80% of the market) are situated in stable countries. Political stability represent an opportunity because companies can evolve without risk.
Radical political changes are rare in governments and it will not affect the market of the guitar pedal market.
Economical
Economic crisis can affect the market of the guitar pedal because these products are not first necessity products. When a country knows a crisis the purchasing power decrease and population would choose to reduce the budget of hobbies, and so the budget dedicated for music.
Economic crisis also change the structure of the market because more and more consumers would buy second hands products and less new product. Which represents a big threat for guitar pedals companies.
Lots of companies on this market export and the exchange rate can affect the price and so the profit margin. Therefore it can represent an opportunity or a threat.
Social
Social aspect influence a lot the market. Trends in music are changing all the time which can represent an opportunity or a threat for the market. Trend can be on the rock music, like today the vintage is a big trend which serves the global electric guitar market, but there is also a trend of electronic music, which is done just with computers.
The culture of some countries can represents a threat because some cultures don’t accept some kinds of music (like metal or hard rock).
Technological
The development of internet offer lots of opportunities to develop notoriety, throught social media, website, blog… Internet can also allow to decrease the cost of communication because advertising on the web is not expensive.
Thanks to technology (new components, new battery…), brand can develop the quality of its products or propose new effects
Internet allow to develop the submarket of renting thanks to website dedicated on that.
Internet facilitate the commercialization of goods which increase competition. We can see more and more retailer and new companies making pedals.
New technologies allow to develop new tools to substitute the pedal, for example software or amplifiers with effects integrated.
Legal
Companies can meet problems if they want to export in some countries because of restriction laws
In countries where some kind of music are not accepted it is forbidden to make this kind of music. For example in Iran the Metal music is forbidden.
Companies can have problems to export its pedals because of the restrictions of some countries.
We did a Benchmark of what are the 10 biggest Brands on the electric guitar pedals industry (over more than 130 electric guitar pedals companies) according to different sources we have interviewed (Profesionnal Guitar Player, ECRM team from website like Thomann and Woodbrass. From that we started to see a pattern emerging on the different business. Moreover, we understoodd the price range of the different categories of pedals, what the main effect were and their way of doing business (mainly B2B2C)
With the General Analysis of the Market we previously did, we started to see 3 different companies group emerging thanks to similar data (companies year of creation, market share, medium price of pedals sold). We can define those 3 groups this way :
Group 1 (Boss, Electro Harmonix, MXR, TC Electronics) : well established player on the market (brand created in the 1970’s) that share 60% of the market share between them. Boss is ahead with around 30% market share. They are selling electric guitar pedals from a large range of price (55€ - 349€) for beginners to pro player.
Group 2 (Line6, Strymon, Darkglass Electronics): newcomers in the market that are quickly winning market share over the next years. Those brands are delivering high quality product that are really expensive and they are targeting experienced/pro player.
Group 3 (MOOER, Harley Benton, Digitech): brands that are mostly targeting beginners that want a first and really cheap pedals or player that want to test an effect without buying an expensive pedals. Pedals from those brands are not seen as being quality product.
Well-established companies for everyone
This business model canva allows us to notice that these companies offer a wide range of product for all segments, from beginners to professionals.
These 4 companies are dependent on their partners; especially influencers because the weight of specialist advice are more likely to influence consumers.
This study shows that these well-established companies differentiate themselves on an excellent quality/price ratio.
These companies offer standard products at low price for beginners.
The difference between these companies and the previous ones is that they offer expensive high product mainly dedicated for experts.
From the previous diagnosis, we found 3 different business models. Then we managed to find financial datas for at least 1 firm per model. From these datas, we built a mapping representing the average ROA on the last 2 periods. As you can see, none of the companies has a negative ROA, that means they all are profitable. However Line 6 is way below Boss and Digitech, and this is explained by the fact they build high quality pedals, and so their costs is much higher than the two others. We can also differentiate Boss and Digitech, by their gross margins which confirm their business models. Digitech sells low quality at a medium price and so aims beginners whereas Boss is well-established as a safe value and so can reduce costs in order to increase the margin without losing shares.
Bargaining power of suppliers (2/5)
Low concentration
Boxes : 2 types of boxes (plastic or metal).
Unskilled workforce lot of suppliers low concentration
Circuit board : a high technical knowledge
Skilled workforce few suppliers high concentration
Wire :
Unskilled workforce lot of suppliers low concentration
Batteries :
Unskilled workforce lot of suppliers but few firms offering good quality products medium concentration
Bargaining power of buyers (1/5)
Medium
Specialized websites : Gear4music, Thomann …
General Websites : Amazon, Ebay…
Physical Retailers : Home Studio, La Pédale
Conclusion :
The bargaining power of suppliers is very low because there is many pedals suppliers all over the world (around 5000).
Threats of new entrants (2/5)
Low threat
Technology is not complex/difficult, easy to produce so it is easy dor new entrants to enter the market +
It is a mature market (130 producers of pedals guitars). Some brands were founded in the 70’s. Brand names are very well-known and have a huge legitimacy - -
Pedals guitar are a long lasting product. The replacement rate is low. -
Low risk of radical innovation. There are not a lot of innovations in this type of accessories. For example, now germanium is fashionable whereas it was used during the 70’s. Brands offer products with an old technology instead of innovate because since the VST they aren’t able to find a new innovation.
Industry competitors (3/5)
Medium concentration
There are among this industry around 130 pedal effects manufacturers with lots of small new entrants. In order to calculate the HHI we took the 10 biggest actors of the industry (According to different electric guitar experts like from Thomann, Gear4music, Woodbross) :
-Boss (30%)
-Electro Harmonics (10%)
-TC Electronics (10%)
-MXR (10%)
-Digitech (5%)
-Line6 (5%)
-Strymon (5%)
-Harley Benton (5%)
-MOOER (5%)
-Darkglass Electronics (5%)
Those seems to be the 10 biggest companies in the electric pedals industry. Computing the HHI we got : IHH = 30² + 10² + 10² + 10² +(5²*6) = 1450 (assuming that the rest of the companies (around 120 companies) are sharing the 10 last market share % which is minor in our calculation.
We have here a medium concentration industry.
Medium concentration
HHI : 1450
Threat of substitute (3/5)
Medium threat
Second Hand market ++
The second hand market represents 4 800 000 $, 2,4% of the total pedals sales which is 199 800 000$.
2,4 % is the volume of the second hand market in France.
Do it Yourself (DIY) +
Kits DIY (Do It Yourself) Many Kits are available for cheap prices. They are designed to give musicians the opportunity to build their own effects pedals. Kits are available on many websites specialized in Kits DIY and their instructions are very easy to follow step by step. Their price is about two to three times more expensive than an industrial pedal because of the labor cost components that are often of better quality.
Digital application (VST) ++
VSTs (Virtual Studio Technology) are usually also more adjustable compared to pedals, and they are cheaper and easier to get. It’s a substitute of traditional pedals with the help of computer
Amplifiers with integrated effects +
Amplifiers with integrated effects are a low threat because it doesn’t provide a good quality of effects. Professionals do not use it.
After studying the market, we identified 3 possible options :
Invest in Do It Yourself products
Invest in a pedal renting service
Invest in a customizable pedals service
According to our study of electric pedals market, we decided to invest in Keymusic to implement a digital strategy to propose a renting service in order to increase its growth by 5% in 4 years. As the NAMM 2015 Global Report underlines it, the industry is not really growing in terms of units sold but the price of the pedals is augmenting strongly over the last years. For now its a good situation for retailers and pedals manufacturers but the market could slump because of this growing price in pedals. Many comments from guitar players go in this direction as well : buying pedals is something expensive that not everybody can afford. Moreover, further calls to music ecommerce website showed us that they were fewer first time buyers and a lot more experienced guitar player adding instruments to their collection.
PESTEL : economic crisis make musicians search for alternative/cheaper solution to buy equipment
Market Information: Price of Pedals is going up
5 Forces : Since the Market is mostly B2BC, Retailers have a dominant position over Pedals Manufacturers.
Study : shows 50% of guitar players buy at least 1 pedal each year, 50% guitar players got more than 11 pedals.
Our decision, motivated by all this data collection, was to invest on a firm that was on the follower segment of the online music retail industry, behind leaders like Thomann Gear4Music or Woodbrass. Thus this medium sized company is the perfect firm to invest in.
European customers has to be aware of this new service propose by the company. If they are not the risk is that it would not be profitable because nobody would rent any pedal. To solve this problem the company should communicate on it (on its website, social media, blogs…)
2. Customers of the market are not use to rent pedals but buy it. Even if we have noticed a demand for this service it’s difficult to assume that lots of customer will change their way to consume. To familiarize the public to this service the company can make special offer for the new consumer who subscribe the service.
3. There is a problem for the renting of pedals because consumers can break or never return the pedal. To face this potential loss of money, the company should implement a deposit system.
4. The development of this new service involves changes in the distribution process. Employees can have new tasks in their work or new processes. Therefore they have to be trained on new tasks they will do and on the new system they will be working on. For example, the process of withdrawing the pedals for store employees…
1. Customer order a pedal
2. Ordrer receive by the company
3. Pedal is packaged
4. Pedal is sent to the client through a transporter
5. Transporter deliver the pedal
6. The customer play music
7. The customer give back the pedal to the transporter
8. The transporter deliver back the pedal to the warehouse
- From April, the company should look for/buy a warehouse to store pedals dedicated to the rent.
- In June, it should buy material to equip the warehouse and begin to develop the page for the renting on the website.
- In August, Keymusic will buy pedals to have a stock to rent, and in the same time, begin to implement the new process internally. That’s also the time to hire some employees for the warehouse and one person to join the marketing team who will be in charge of the digital aspect for the renting only, and one person to the customer care to manage customer relationship.
- The training of employees begins in September.
- The marketing campaign will begin just before the launch with a digital campaign on the social media.
- In December Partnerships and advertising campaign on specialized magazine until March.
First we analyzed the current health of the company, and as you can see on the first column , this is a profitable firm. Then we wanted to know how much we should invest, and how we should. That’s why we made a forecast of the company’s profitability if they launch a rental service without any investment. By doing this, we clearly see that in 2016, the launching year, there is a huge debt due to the non-investment, and it also shows that the profit of the company returns to positive as fast as it went negative. This figure shows that, if a hedge fund covers the debt in 2016 by investing 1,2 millions of euros, this investment would allow the firm to launch the rental service and to double the profitability of the company in 4 years.
Regarding to the current financial analysis, the investment should be divided into 3 main sectors. As the company already sells music instruments online, they already have all the services needed to export furnitures. So the first needs are to increase the stock capacity and the shipping service. Then, the website should be modified and improved in order to be a simple platform of exchange for the new rental service. This is where the rest of the investment would be useful.
Finally, by doing all those improvements, the company and therefore the investors would obtain a ROI of 6% at the end of 2019.
We decided to propose 3 offers to customers in order to satisfy the different customers needs.
The customers have the possibility to rent the pedals on a weekly or monthly bases. They also have the choice between 3 ranges of products :
The low range : 30 € – 99 €
The mid range : 100€ - 199€
The high range : 200€ - 399€
The 3 rental packages:
The Silver Pack : It’s the first and the cheapest pack that we propose. By selecting this pack, people can rent one pedal with a cost between 30€ and 99€. It costs 7,99€ weekly – 19,99€ monthly. The shipping is not included.
For people looking for economic solution or beginers. People who want to rent many pedals in order to try different effects could also choose this pack.
The Gold Pack : It’s the second pack of our offer. An intermediary offer that allows people to rent one pedal with a cost between 100€ and 199€. It costs 14,99€ weekly – 38,99€ monthly. The shipping is included for the monthly rent.
For people looking for a good quality product at an affordable price.
The Black Pack : It’s the third and the most premium pack of our offer. It allows people to rent one pedal with a cost between 199€ and 299€. It costs 29,99€ weekly – 69,99€ monthly. The shipping is included for the monthly rent.
Principally for profesionnals or people looking for a high quality product.
What ?
We offer a renting service for guitar pedals thanks to our website. People will be able to rent all pedals available on our website.
Where ?
Our market is the guitar pedals market. As our company is implemented in Europe, we want to launch our offer on the European market. On this market, the most important countries are Uk, France, Germany and Belgium.
As I said before, we will launch the renting service on the existing website of Keymusic. Indeed, this is an effective e-commerce website and it allows us to add easily the offer.
Why ?
Thanks to this service, we will have a competitive advantage. Indeed, the main retailers don’t offer the renting service. Moreover, according to specialized blogs about guitar pedals and accessories, most of musicians want to rent pedals in order to test it or for economic reasons. When we analysed these blogs we saw that this demand is growing.
This competitive advantage with the growing demand allows us to think that Keymusic will win more market share.
How ?
We choose to invest in a strong European retailer. It is not an European leader company on the instrument retailer market as thomann or woodbrass. It is more a follower. Moreover it is useless to invest in leader company because with the same investment amount we won’t have a high power of decision. Thus, it will be difficult to launch our service.
We will also propose 3 differents offers for one week or one month. These offers are made in order to answer to all the types of demand of our customers. These offers are for musicians looking for economic solutions, rent for a show, test a new product….
Finally, we built a marketing plan in order to launch the service with coherent way.
Who ?
First of all, thanks to our offers we target all the levels of musicians (beginners, intermediaries, and experts). Indeed, these 3 levels can be interested in the renting service. For example, beginners can buy the silver pack in order to test and know the effect of the pedal.
Moreover, the renting service is for musicians looking for economic solutions. For example, they want to rent a specific pedal just for a show. They don’t want to buy this pedal whereas they will use it just one time. Thus they will rent it for one week or one month.
Finally, Musicians wanting to test products can be interested in the renting service. For example, expert musicians can be interested in a renting service for a high end pedal. Thanks to Keymusic, they will test it before buy it.
Promotion
Display on specialized guitar magazine:
International: Guitaristmag, Guitarextrememag
France: Guitarpart
Netherland: Guitarist, Guitaar plus
Blogs (In English: Guitar Noize, Guitarz, Guitar Planet; in French: le coin du guitarise, Guitare-gourou)
Comments
Development of a tab on the KeyMusic website which offers to rent a large choice of pedals from many different brands. The customers can select between 3 types of offers according to his need and his level. The reservation is made on the website and pedals are deliver in store or at home under 48 hours.
The promotion is made mainly with digital tools, such as ads on social media, partnerships with influencer, blog in English and in French, guitar communities and forum.
Display on specialized magazine online et off-line: Guitarpart , Guitaristmag , Guitarextrememag, etc..
