Just in case you had any doubts, Marketing as Service rocks. Do it right and your hard core fans will sing your praises and prospects will join the chorus. Consider for a moment Fender’s recent announcement that they are launching a “university” for their enthusiasts as reported by Event Marketer:
Next month, Fender is launching Fender University, a four-day educational seminar in Riverside, CA. It’s an event that will give attendees the opportunity to work one-on-one with noted musicians and get an inside look at the world of Fender.
“For the first time, we’re allowing consumers access to things that they’ve never been permitted to do before,” Jennifer Burton, marketing communications manager for Fender, told Buzz. “We do not open our factories for public tours; we don’t really tell that story to the public. We’re giving them access to us, artists and clinicians, in an attempt to give them the musical experience of a lifetime.”
Following in the footsteps of Camp Jeep, Nikon School and BMW’s Performance Driving School, Fender University seems like a sure fire way to rally the faithful around the brand. This unique experience would not be as credible or appealing from a lesser known player but from Fender, the real guitar hero, it should simply rock the world of true enthusiasts.
Smartly, Fender does not see this as a one-off program but rather “the goal is for Fender University to be a flagship that serves as an umbrella over the brand’s other efforts.” Programs like these take time to hit all the right notes but done correctly, can grow into highly anticipated must-attend “happenings.” Camp Jeep, for example, is now in its 15th year and draws over 11,ooo attendees. Nikon Schools are command performances for aspiring photographers. The point is–Fender has plucked a service that they can own over time, which will inevitably create a whole new generation of pick-carrying Fender evangelists–all of which is music to my ears.