The road to NAMM

on January 15, 2018

Winter NAMM is right around the corner, and with the weeks leading up to it come the crazy of preparations to setup the booth, layout the board and get any marketing materials (shirts, stickers, etc) together. One of the biggest things that NAMM is known for is the plethora of new gear that is showcased by most every company. Some designs are reworkings and updated versions of existing products, brand new designs, or something completely out of the ordinary designed to make a huge impact on the patrons and tone chasers who keep up with NAMM news down to the wire.

Herein lies the issue with presenting at NAMM: what’s the best practice in regard to showcasing new products? In years past our brand-new pedals were given first looks on our social media platforms, either from visitors to the booth snapping a photo, us uploading a sneak peak, or your favorite YouTube or gear channel doing a quick video where someone showcases what we’ve got new. This year is a bit different for us though, because our ideals have shifted a bit with what we’re aiming for. NAMM is a stellar event, but it’s also a tidal wave of new information that overtakes all gear outlets for the days leading up to it, during it, and for weeks to come after it. We’ve got several new designs that we’re extremely proud to have ready, but the question comes in as to whether they’ll get lost in the shuffle of new stuff? Each product Brian and our team has worked on has many hours invested, tone-wise along with aesthetics, marketing plans, and the usual release details that often go unnoticed by most people when we release something new. Are we doing a disservice to ourselves showing our whole hand starting out? 

So, our question comes down to this: Despite the designs being done for upwards of 5 new pedals, what do we show at NAMM? Do you go full-blast and hit everyone with all of the information at once, or take a select few and really hammer them home before introducing more? We’ve seen some companies showcasing their NAMM releases already, with the same idea applying of getting ahead of that tidal wave of information and making sure their product is visible and not lost in the mix. We follow a fairly punctual release schedule, so if a design isn’t mentioned at NAMM then it’s a pretty sure bet it will be following suit in a timely manner. This gives us time to prepare, get demos together and the pedals ready to ship to dealers without the tease…or is teasing part of the fun of it?

What do you think? Would you rather know in advance what’s coming up to prepare your wallet and board, or is it like knowing what you’re getting for Christmas, where the magic of the surprise isn’t there? In the end we want happy customers, so we’re curious to know what you personally think and would like to see?