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Marketing Guitars| Why you see us EVERYWHERE

by Bert Beiswanger, Eiteljorg marketing manager | Jul 22, 2013

Guitars billboard
Guitars! ads are on billboards all around Indianapolis.

An extremely enjoyable facet of marketing a museum is that things are always changing. Sure, there’s a core plan that’s executed every year - a core audience we’re always communicating to. But ever-changing special exhibits present unique opportunities to promote the museum to new audiences. Guitars! Roundups to Rockers has certainly done that. Just as our holiday model train exhibit Jingle Rails has opened a door to a new way of marketing the museum, so has Guitars!


Guitars! ad on Indygo buses.

Guitars at Indiana black expo
Guitars fans were very popular at the Indiana Black Expo. (Left) WISH-TV Sports Director Anthony Calhoun grabbed a few for himself and his mom. (Middle) Studio G Fitness Zumba dancers needed a few fans to cool off after their Expo performance. (Right) WTLC's Amos Brown lefte our booth with a "Guitars Are Hot" fan.

If you’ve driven around the city, you’ve seen Guitars! everywhere. Our ads are all over interstate billboards and Indygo buses. And – if you attended this year’s Indiana Black Expo, you might have even grabbed one of our popular Guitars! fans from our booth.  Believe it or not, we've distributed  20,000 promotional fans and more than 35,000 brochures here, there and everywhere in between – from the Indianapolis Convention Center and downtown hotels to guitar shops across the Midwest and in Nashville, Tenn.

guitars peter framptonMarketing this exhibit also involved partnering with entertainment company’s like Live Nation. We worked with our contacts there to develop a sweet deal for Peter Frampton fans. If you bought a VIP ticket to Frampton’s Guitar Circus, you could visit Guitars! free of charge. The fact that we developed some fun working relationships in the process with folks within the music industry – people with direct ties to these musicians – is pretty cool.

People often ask what’s been the most fun part about working on this exhibit. That’s hard to say. What I can say is I never get tired of seeing people walk through the door with a Led Zeppelin or Nirvana tee shirt on. I never get tired of hearing people say, “I heard the Guitars spot on the radio,” “My husband saw the billboard on 465,” or “We saw the ad in the Indy Star.”

And I never get tired of hearing people apologize for it being the first time they’ve visited the Eiteljorg. It all means that we’ve captured a new audience. People are noticing us and are invested emotionally in what we’re doing. Ultimately, that’s what it’s all about.

guitars indy star
Guitars! Indy Star ad.
guitars bob and tom johanna james
The Eiteljorg's James Nottage and Johanna Blume on the "Bob and Tom Show" as comedian Frank Caliendo looks on.

It all starts with the product and what a product this Guitars! show is. But it’s also been a heck of a lot of fun and rewarding working with great people to help tell the story.

Q95's Laura Steele at the Guitars! opening night party.
Photo courtesy: TJF Photography.


Folks at 92.3 WTTS, Hank FM, Q95 (particularly, good friend and Q95 voice of Guitars! Laura Steele), Nuvo, Indianapolis Star, Live Nation and countless others have been great partners on this tour. We certainly had solid subject matter to work with but everyone we worked with along the way made it much more rockin’.

Bert and boys
Taking a break from an early morning WTHR segment, the Beiswanger boys stand in front of a striking image of guitarist Gary Clark, Jr.

This exhibit – which closes Aug. 4, has something for everyone! Whether you’re a diehard guitar enthusiast or an everyday casual music fan - we’ve seen them all walk through the door. Fans of country, classic rock, contemporary rock, jazz, swing and music and American history in general have all come to get a glimpse of guitars once played by Vince Gill, Buddy Holly, Johnny Cash, Gene Autry, Kurt Cobain, Charlie Christian, Jimmie Hendrix and more.

If you haven’t checked out Guitars! you’ve got just a few more days to do it. See what everyone is talking about before these 100 guitars go back to their loaners! 

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