Re: Pat Lachman now with ESP Guitars?
It's entirely possible that the heads at FMIC don't believe that paying a whole bunch of endorsers will increase Jackson's market share enough to warrant the cost.
I'm not sure I agree with that assessment, but I suppose one would have to look at the flipside: ESP gets decent visibility from its endorsers, but is their share of the metal guitar market really increasing as a result? We can only speculate...
In my opinion, ESP's biggest problem in the USA is that they are not sold at Guitar Center. These companies probably make most of their money selling the craptacular $300 starter guitars that they can pump out of Korea/China/India, not on the fancy custom shop stuff. And I'm guessing that GC is very important to that market, since Mom/Dad are more likely to take Junior to GC for his first guitar, than they are to buy something online.
Perhaps FMIC believes that the mere presence of Jacksons in every GC in the country, and most other stores that carry Fenders, to boot, is sufficient to generate the sales they are looking for. Increased endorsement costs = higher instrument prices, and perhaps FMIC believes that Junior is going to be attracted by the pointy Jackson at GC (he won't see anything else that scary at GC except the BC Richs) regardless of who plays J/Cs, and Mom/Dad are more likely to buy him a guitar at a low price.
Just a thought...
It's entirely possible that the heads at FMIC don't believe that paying a whole bunch of endorsers will increase Jackson's market share enough to warrant the cost.
I'm not sure I agree with that assessment, but I suppose one would have to look at the flipside: ESP gets decent visibility from its endorsers, but is their share of the metal guitar market really increasing as a result? We can only speculate...
In my opinion, ESP's biggest problem in the USA is that they are not sold at Guitar Center. These companies probably make most of their money selling the craptacular $300 starter guitars that they can pump out of Korea/China/India, not on the fancy custom shop stuff. And I'm guessing that GC is very important to that market, since Mom/Dad are more likely to take Junior to GC for his first guitar, than they are to buy something online.
Perhaps FMIC believes that the mere presence of Jacksons in every GC in the country, and most other stores that carry Fenders, to boot, is sufficient to generate the sales they are looking for. Increased endorsement costs = higher instrument prices, and perhaps FMIC believes that Junior is going to be attracted by the pointy Jackson at GC (he won't see anything else that scary at GC except the BC Richs) regardless of who plays J/Cs, and Mom/Dad are more likely to buy him a guitar at a low price.
Just a thought...
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