Evan Jones Show Art

Episode 106: March 27, 2018

If you like music, or play the guitar, you know the great guitarists like Buddy Guy, Eric Clapton, and The Edge, Jimmy Hendrix, Bonnie Raitt and Stevie Ray Vaughan. In addition to their talent, they have something else in common; The Fender guitar. For years, rockers and other musicians have relied of Fender to help them belt out killer solos and get audiences on their feet. But like always, music continues to change. While the electric guitar is still popular, many of today’s top performers and novices are turning to the acoustic guitar. Evan Jones is the Chief Marketing Officer at Fender. He and his colleagues turn to data analytics to get a better handle on musicians, customers, and prospective customers. After analyzing the data, their creativity took over, and Fender Play was born. Jones joins us today to discuss his marketing career, the always-evolving music business, and how Fender is more relevant than ever, thanks to the community of musicians known as Fender Play.

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  • What is Evan’s marketing background
  • What makes a successful marketer
  • How does storytelling attract customers
  • Who is buying new Fender guitars
  • How has Fender approached customers who abandon their guitars/lessons
  • How do most people learn guitar
  • What is Fender Play
  • How successfully learning the guitar correlates to guitar sales
  • What is the average age of the Fender Play subscriber base
  • How do established artists utilize Fender Play
  • How would Fender describe the Fender Brand Voice
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