Fender

Part
01
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Part
01

Fender - Social Media & History

Fender's Facebook site is mainly used to promote products and Twitter is mainly used to advertise events/happenings. Instagram is mainly used to show products, YouTube is mainly used for product demos/how-to videos, and Pinterest is mainly used to showcase product collections. Fender's history dates back to 1938.

FINDINGS

a. fender's social media usage by channel

1. FACEBOOK

  • Facebook is mainly used as a way to promote the company's products.
  • This link is to the first example of a post by the company promoting a product.
  • This link is to the second example of a post by the company promoting a product.
  • This link is to the third example of a post by the company promoting a product.

2. TWITTER

  • Twitter is mainly used to advertise the company's events and happenings.
  • This link is to the first example of a post by the company advertising a company event/happening.
  • This link is to the first example of a post by the company advertising a company event/happening.
  • This link is to the first example of a post by the company advertising a company event/happening.

3. INSTAGRAM

  • Instagram is mainly used to depict the company's key products (guitars, amps, and pedals).
  • This link is to the first example of a post by the company depicting a key product.
  • This link is to the first example of a post by the company depicting a key product.
  • This link is to the first example of a post by the company depicting a key product.

4. SNAPCHAT

5. YOUTUBE

  • YouTube is mainly used for product demos and how-to videos.
  • This link is to the first example of a product demo posted by the company.
  • This link is the second example of a product demo posted by the company.
  • This link is to the first example of a how-to video posted by the company.
  • This link is to the second example of a how-to video posted by the company.

6. PINTEREST

  • Pinterest is mainly used to show product collections, such as certain guitar series like Stratocaster.
  • This link is to the first example of a product collection posted by the company.
  • This link is to the second example of product collection posted by the company.
  • This link is to the third example of a product collection posted by the company.

7. FACEBOOK FENDER PLAY COMMUNITY

  • We were unable to review the content on the Facebook Fender Play Community page, as it''s restricted as "a group for Fender Play subscribers only."

b. history of fender

  • Fender's origins date back to 1938 when Leo Fender opened Fender's Repair Service, which crafted musical instruments and public address systems.
  • In 1946, he renamed the company Fender Electric Instruments Company.
  • By just 1949, the amps and guitars his company made had become "firmly established in the music industry."
  • As of 1959, over 100 employees worked for Fender.
  • In 1965, Columbia Records Distribution Corporation, which was a Columbia Broadcasting Systems' (CBS) subsidiary, acquired Fender for a total price of $13 million.
  • In 1985, CBS sold Fender to a group that included William Schultz who was the "first modern-era CEO" of Fender and, as a result of the sale, the company was renamed Fender Musical Instruments Corporation.
  • In 1991, Fender relocated its headquarters to Arizona from California.
  • In 1998, the company build a brand-new, large-scale production facility in California which is now able to build 350 guitars on a daily basis.
  • In 2014, Fender sold Guild Guitar Company, which it had acquired in 1995.

YOUR RESEARCH TEAM APPLIED THE FOLLOWING STRATEGY:

To determine the main purpose of each of Fender's social media sites, we went to each such site and reviewed the content therein. We determined the main purpose of each social media site by identifying what most of the content is about, such as product promotions, events, demos, and the like. As is stated above, the Fender Play Community Facebook page was restricted to subscribers, so we were unable to determine that site's main purpose. After identifying the main purpose for each social media site, we found and included examples depicting such purpose. Lastly, we found information about the history of Fender by looking for articles about such and the source we ultimately used for that information was Sound Unlimited.
Part
02
of two
Part
02

Fender - News and Reporting

Some of the news stories about Fender revolves around its recent launching of an e-commerce platform to target the Chinese market and its digital product (Fender Play), a guitar tutor app for people with social anxiety. The company's brand strategy involves having amazing product offerings and best product teams, application of real data to inform decisions and ensures alignment of goals along the lines of media, communications, social, grassroots, and content as it seeks to grow in the digital space, e-commerce, and new segments (women).

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Brand Strategy

  • According to Fender’s VP of Digital Brand Marketing, Media and Communications B.J. Carretta, part of the brand’s strategy is to deal in amazing products and engage the best product team in the world across categories.
  • Secondly, the company applies real data to inform its decisions around digital innovations, marketing, and product offerings.
  • For instance, the company recently conducted a study that shows that women make up to half of the new guitarists. From the findings, the company is redesigning its efforts to target the women to drive sales.
  • Thirdly, the company ensures the alignment of goals along the lines of media, communications, social, grassroots, and content. Also, the company ensures that all campaign facets are connected.

Areas of Growth

  • The company is seeking to grow in the digital space, taking advantage of the opportunities in e-commerce to expand into markets previously unexplored. For instance, the company recently opened an online e-commerce platform to take advantage of the Chinese market.
  • Fender is exploring growth opportunities in targeting women as a promising segment in the market to drive sales. A recent study found that about half of the new guitarists are women.
  • The digital space is also an area of growth that Fender is looking into. From digital marketing (through social media) to digital products (such as Fender Play), Fender looks to maximize the promise of digital innovation.

Research Strategy

To determine the recent news stories on Fender, and the highlights from recent company reports regarding strategy and growth, we began by scouring through the company’s website to retrieve relevant data. While we found information on the company’s product offerings along with different categories, we did not find any news and on strategy and growth.

Our second strategy was to locate such information from the company’s recent reports. However, we could not locate any of the company’s recent reports (annual or financial) that we could reference. We concluded that Fender is a private company that is under no obligation to publicize its reports. That explains the unavailability of such reports in the public domain.

For information on recent news, we opted to find such information from press release sites such as PR Newswire, media outlets such as Financial Times, and industry websites such as Guitar World. We found articles on Fender on subjects such as marketing digital innovation and e-commerce focusing on those that have been published in the last six months. For information on the company’s brand strategy and areas of growth, we utilized information from interviews with the Fender’s executives as published in sites such as the Innovation Enterprise.

Sources
Sources