Fantasy Guitar Mogul

[hikarateboy]

Hopefully people will get in to this and not think its too silly but I was thinking of possibilities and the whole one door shuts, another opens crap-ola

Anyway I thought it might be fun to find out what YOU would do if FMIC gave the Hamer brand to you free and clear for a 49% stake in the new company.

Here are the rules:

• You have rights to the brand, past history/marketing and to produce any past Hamer models produced.
• Obviously you can also develop new ones as well.
• You can't remain in the New Hartford factory.
• You have 3 million dollar line of credit to work with first year

What would you do? Whats your marketing strategy? What models? Would you pursue endorsers? Who?

Take it as far as you like or just pull a Gordon Ramsay and shut it down and print black 'vintage' Hamer sleeveless t-shirts with the logo.

[cmatthes]

Bring back the mid-'80s "Hamer Rocks Hard!" campaign, checkerboard straps, and outbid FMIC to bring the Hamer shop guys back on board. It wouldn't be Hamer as we know it without them.

[murkat]

Buy out, obtain the other 49% from FMIC.

Obtain 100% name, rights, etc.

That's a big start right there.

I'll add as I mull it over.

[sledhead44]

_{Put Hamer Standards in the hands of James Hetfield}

_{Put Hamer Cali Elites and Vectors in the hands of Kirk Hammett}

_{Build them anything they want......}

_{Others will be begging to buy}

_{Might be hard to do on a budget...I have no idea what those guys get for endorsement money.}

[MCChris]

_{Put Hamer Standards in the hands of James Hetfield}

_{Put Hamer Cali Elites and Vectors in the hands of Kirk Hammett}

_{Build them anything they want......}

_{Others will be begging to buy}

_{Might be hard to do on a budget...I have no idea what those guys get for endorsement money.}

Those guys are in the archives, teetering on irrelevancy, and likely too deep into other endorsement deals to switch over anyway. Same with someone like Dave Grohl. Too late to get any jack from him.

From a marketing perspective, a good place to start would be to take it back to the beginning: show up at shows by younger bands on the rise and give them guitars. Rinse and repeat.

[kizanski]

Two words:

Country.

Music.

[MCChris]

Two words:

Country.

Music.

Yes. This too. Again, the key is to get on the next wave and put instruments in the hands of rising (read: not already established) artists and their band members. Brad Paisley's use of Crook Telecasters and Dr. Z amps proves it can be done.

But every day after work I drive past a venue in Chicago where my band played a reunion show last year. Every other day there's a van or a bus with a trailer attached and legions of kids waiting outside to meet the band and see the show later. There still are touring acts out there, they're just more punk- and garage-rock oriented. Give the guys in those bands guitars.

There are no quick fixes. Big picture thinking and the stomach to follow through on it is what's needed. Probably the biggest reason why every Tom, Dick and Harry out there isn't an entrepreneur.

[murkat]

" From a marketing perspective, a good place to start would be to take it back to the beginning: show up at shows by younger bands on the rise and give them guitars. Rinse and repeat. "

And History repeats itself. Again.

That is what Paul did, relentlessly.

It works. Get them in the hands of the limelight.

No matter what.

[MCChris]

It's damn well how PRS has become omnipresent in the marketplace.

Gibson and Fender had the luxury of being among the scant few builders out there when cultural-icons-in-the-making needed instruments to play.

[Rodan]

I started thinking of high-visibility players I'd want playing my guitars and Guthrie Govan came to mind.

I thought of Mattias Eklundh too, whose guitars have that True Temperament fret system on them. That reminded me of Hamer's bragging point about being first to use new/innovative technologies. It'd be nice to keep that reputation in a conformist industry. I'd look out for MEANINGfully innovative ideas, I mean...technologies with relevance for players. No Firebird X or expensive, robo/automatically-tuning gimmickry...

I'd definitely avoid copy versions of Gibby & Fender models. It may all derive from them, to some degree, but Hamer has produced some brilliant designs which shouldn't be lost.

I think production should also embrace 25.5" and 24.75" scale lengths.

I'm no business mind... Just ideas.

[hikarateboy]

So lets hear a bit more about your business plan. Which guitars and how many would you shoot to produce. Would you focus on straight forward rock machines that are relatively easy and quick to produce or would keep the archtop semi's. Bolt ons?

If it were me I would do:

- Original standard with the correct headstock (albeit hardest to produce) in White with black binding, the converse Black w/ White binding and sunburst flame top customs.

- Specials P90 and double Hums (solid colors)

- Sunbursts,

- Prototypes (not prototypes called phantoms)

- Vectors

Special order only: Newports, Monicos. Anything else.

[cmatthes]

Ted - you'd have to add Californians too. It seems that just as many people want those as want the original Standards/Sunbursts...they were just born 10-15 years later!

[Feynman]

Only Talladegas, and only in '59 Burst. I'd consider makiing an import called The Pigeon, an exact copy of The Crow, for $249.

[stratacus]

Only Talladegas, and only in 59 Burst. I'd consider makiing an import called The Pigeon, an exact copy of The Crow, for $249.

[Disturber]

I'd re-introduce the Sunburst model, flat top and with sustain bridge. I'd give Larry Dimarzio a call and talk him in to building the 36 anniversary for Hamer as a non potted version (they refused to sell them to me unpotted when I mailed Dimarzio, true story). Those pups would be in most Hamers from now on, perhaps with a special wind.

I'd re-launch the brand with a strong retro vibe and a total 1970's connection. Tag line "Hamer - built to perfection since 1974" (or whatever year).

Only a few models to be worked with promotionally. Perhaps The Sunburst, Phantom, Standard and Vector, Monaco models, Newport and Talladega, but every model available on custom order.

I would put the brand in the high end segment, but not in the absolute top end. I'd build mostly on orders, but have a small stock to sell.

Only a few employees, like Gustavson, Huber etc.

As a Hamer player you should feel like you are part of a legacy, and part of the 70's music history. The brand should be a connection to those times. That is how I would re-brand the name. A Hamer player should feel he identifies strongly with quality and the coolness factor of the 70s. How guitar music sounded then, and the top quality music gear from that time.

I'd endorse some key players to be seen with the brand, such as perhaps The Black Keys, Graveyard, Rival Sons etc. band and artists with a cool look, great songs and great as live acts. No need for them to be super stars already, it's more important that they appeal to the "Hamer player" that we want to reach.

[Rodan]

Ted - you'd have to add Californians too. It seems that just as many people want those as want the original Standards/Sunbursts...they were just born 10-15 years later!

You see me coming a mile away, but I'd add Diablo's to the list. A more organic Cali', with the same shape, rounder edges and no scalloped cutaways. Double hum, yes - though I'd add a 5-way blade switch for versatility...

I think 2Tek is still around (?)... Would that be too niche for guitar models?

[hikarateboy]

Ted - you'd have to add Californians too. It seems that just as many people want those as want the original Standards/Sunbursts...they were just born 10-15 years later!

You see me coming a mile away, but I'd add Diablo's to the list. A more organic Cali', with the same shape, rounder edges and no scalloped cutaways. Double hum, yes - though I'd add a 5-way blade switch for versatility...

I think 2Tek is still around (?)... Would that be too niche for guitar models?

Yep, I absolutely had the blinders on. While I am not a Cali player I agree its one of the home runs. Added to my production.

Good point on the 2Tek, whats up with that? the guys I know that have the basses with them love them. How come they arent being touted as much anymore.

Brings up another part I missed. Basses. Bolt on Cruise Basses are in as well as 8 and 12 double cuts long and short scale

[coolfeel]

Try and get Paul back in the fold - if nothing more than a "consultant" role. Paul was the feet in the street - so to speak. Need someone who can be the voice of the brand, who better?

[Hamerica]

Two words:

Country.

Music.

Taylor Swift

[velorush]

Don't you have to negotiate some plan that stops use of the Hamer name in the import line?

To me, with the USA line shut down, the largest threat to the brand is the consignment of the name "Hamer" with a lower-rung product.

I back my proposition up with the name Epiphone. Before they were bought by Gibson, Epiphone was arguably a better guitar and had the reputation as such. Now Epiphone is simply an import Gibson. I believe to a large extent the market for pre-Gibson Epiphones reflects the current perception of the brand more than the reality except (as Hamer USA is perceived here at the HFC) among brand loyalists.

Negotiate FMIC rebrand the Hamer import line as "Slammer" (or something) and agree they stop production of anything resembling the Hamer USA line that will survive.

[Hamerica]

_{Put Hamer Standards in the hands of James Hetfield}

_{Put Hamer Cali Elites and Vectors in the hands of Kirk Hammett}

_{Build them anything they want......}

_{Others will be begging to buy}

_{Might be hard to do on a budget...I have no idea what those guys get for endorsement money.}

Those guys are in the archives, teetering on irrelevancy, and likely too deep into other endorsement deals to switch over anyway. Same with someone like Dave Grohl. Too late to get any jack from him.

From a marketing perspective, a good place to start would be to take it back to the beginning: show up at shows by younger bands on the rise and give them guitars. Rinse and repeat.

Exactly, look at what Northern Prairie Music did in the beginning.

[MCChris]

I'd stick to the proprietary shapes for production models:

Proto

Phantom

Scarab

Chap and/or Cali

Mirage

Whatever else I've forgotten

Standard/Sunburst for legacy appeal, Newport/Monaco for higher-end appeal

[bubs_42]

I just erased everything that I wrote but this:

I could go on and freaking on, but you know what? I'm just a father of two that loves this Brand, the HFC and people here. Not many of us were willing to pony up for a Brand New Hamer or had in the past. If they cannot sell guitars to it core base then you have no foundation to build a house on.

I sorely regret not putting in my Custom Order and I told my wife this at breakfast this morning. She looked at me and smiled knowing that a little piece of me was lost. She gets me, and she knows how much I wanted it but could not justify it to mysef.

[cmatthes]

Shawn - she was smiling because she knows that's a few dozen more shoes/purses she's gonna buy!

[MCChris]

Not many of us were willing to pony up for a Brand New Hamer or had in the past. If they cannot sell guitars to it core base then you have no foundation to build a house on.

Chalk that up to the internet. Shortly before I got swept up in the online world and this place, I bought an Archtop Studio new from Make'n Music (for 40% off list, because it was NOS and the brand wasn't seling then either). That used to be the only option unless a used Hamer happened to come available in your vicinity, and what was the likelihood of that? Now you can have your pick of primo used Hamers from around the world at a fraction of the price of a new one or a custom order. I had to have that Chaparral I got from Fung because other than the paint job and neck profile, it was exactly as I would have spec'd a CO at 20% of the price. Without the internet I'd have never known of its existence and would have had to order it if I really wanted it.

I'm sure the other brands aren't immune from this phenomenon either. The online element makes business very challenging for a multitude of industries. Very few have it figured out yet.