1. “Easy Pickings”
Lambert & Hampton Communications Firm

2. Lambert & Hampton Communications
❖ Founded in Hampton Roads, Virginia
“It’s our pleasure to serve you with the best
communications solutions in Southeastern Virginia”
❖ Company Roles
➢ Account Manager:Lisa Perez
➢ Account Planner: Rachael Payton
➢ Media Supervisor: Philnina Braden
➢ Creative Director: Ebony Coleman
➢ Research Manager: Matthew Murdoch
➢ Operations Manager: William Hammersley
L& H C 2

3. “Gibson is the past, the present, and the future of the electric guitar.”
- Rachael Payton, Account Manager, L&H Communications
❖ World renowned for tone, craftsmanship, style and high end quality.
❖ Reputation of being used by artists like Bob Marley, Slash, Ace Frehely
from KISS, and more.
L& H C 3

4. The Robot Guitar
The world’s first guitar with robot technology,
all you have to do is play it.

5. Features:
❖
Benefits:
❖

6. SWOT Analysis

7. Strengths
❖ Self-Tuning
❖ No Extra Tuner
❖ Established & Respected
❖ Shorter String Change Time
❖ Appealing To Many Ages
❖ Free Upgrade & Lifetime Warranty Program

8. Weaknesses
❖ Cost Of Initial Investment
❖ Apprehensiveness Of Quality Of Product
❖ User Friendly?
❖ Availability: Sold At Limited Retail Stores

9. Opportunities
❖ Limited Edition: The Original Blue Silverdust
❖ Celebrity Sponsorships & Endorsements
❖ Festival Season
❖ Talent Exposure
❖ Upgraded Look
❖ Launch Party/Concert
❖ Exclusive Guitar Center Partnerships

10. Threats
❖ Competitors like Fender, & Etc
❖ Neglect From Popular Artists
❖ Intimidating Technology

11. Target Market Analysis
The Demographics

12. Primary Target Market
❖ Male
❖ 25 - 45 Years Old
❖ Middle Class & urban Areas
❖ Professional Studio/Touring Guitar Players Looking For
Versatile Guitar
❖ Experts

13. Secondary Target Market
❖ Male & Female
❖ 18 - 45 Years Old
❖ Middle Class & Urban Areas
❖ Independent/Lesser Known Touring Bands & Guitar
Players
❖ Some Experience

14. Tertiary Target Market
❖ Non - Musical/Collectors
❖ Middle - High Class With Large Disposable Income
❖ Any Experience Level

15. Target Market Analysis
The Achievers, Strivers, &
Experiencers

16. The Achiever
❖ Motivated By Achievement & Recognition
❖ Value Peer Group Acceptance
❖ Materialistic; Image Is Important
❖ Active In The Consumer Marketplace
❖ Often Busy & Interested In Time Saving Devices

17. The Striver
❖ Trendy & Fun Loving
❖ Motivated By Achievement
❖ Money = Success
❖ Impulsive Shoppers
❖ Favor Stylish Products

18. The Experiencer
❖ Motivated By Self Expression
❖ Young, Enthusiastic, & Avid Consumers
❖ Seek Variety In New & Risky Products
❖ Find An Outlet In Sports, Outdoor Recreation, & Social
Activities
❖ Spend High Proportion Of Income On Fashion,
Entertainment, & Socializing

19. Marketing Plan
The Objectives, Strategies, &
Implementation

20. Objectives Strategy
Short Term Goals
❖ Public/Target Market Awareness
❖ Increase Sales By 15% In 1 Year
Long Term Goals
❖ Sell All Guitars Produced In 2
Years
❖ Improve Image Of Les Paul & All
Gibson Guitars