In the early 20th century Gibson began one of these tactics to sales and marketing, Gibson formed a network of consumers. These consumers was a network of teachers. Gibson offered musical teachers discounts on guitars and catalogs to them, hoping that the music teachers would show the catalog to music students, creating another network of student buyers. This method was used until the 1920s when they switched to a more traditional method of selling guitars through music store.
Another Strategy Gibson used was Celebrity Endorsement. Some of these famous musicians included:
These celebrity endorsements date back to 1920 when their first jazz star Nick Lucas. Continuing into the 1930s Roy Smeck from the Wizard of the Strings endorsed one of Gibson's acoustic Hawaiian guitars.
These celebrity endorsements date back to 1920 when their first jazz star Nick Lucas. Continuing into the 1930s Roy Smeck from the Wizard of the Strings endorsed one of Gibson's acoustic Hawaiian guitars.
B. B. King had played Gibson guitars for more than thirty years by the time an official endorsement deal was made.Like Les Paul, King attempted experiments to electrify his own instruments, doing so in the 1940s with a Gibson L-30. He played his greatest hits with a Gibson ES-355.In 1980, partnered with Gibson to create a B. B. King model of that guitar.
Many other artists have played Gibson instruments some include Bill Monroe,Roy Rogers,Emmylou Harris, Jimi Hendrix, and Bob Dylan. These iconic musician along with many others, have helped to define Gibson as one of the most prominent instrument manufacturers and cultural icon.
Another method of sales was done by the new owners of the company David Berryman and Gary Zebrowsk along with the help of new CEO Henry Juszkiewicz. Beginning in the late 1980s, they began expanding the Gibson brand further. They opened several Gibson restaurants and cafes. One of their most successful new stores was the Gibson Showcase in Opry Mills.
The new owners also opened another manufacturing location in Memphis.
In 2005 Gibson again stepped into the spot light again by sponsoring the installation of 40 larger than life guitar sculptures around Nashville, This display was called Guitar Town and had 40 guitars which were large sculptures that were designed by famous musicians such as Dolly Parton, George Jones and Charlie Daniels.
In 2005 Gibson again stepped into the spot light again by sponsoring the installation of 40 larger than life guitar sculptures around Nashville, This display was called Guitar Town and had 40 guitars which were large sculptures that were designed by famous musicians such as Dolly Parton, George Jones and Charlie Daniels.