Brand Development and Retail Launch Materials
TalkingTabs is a company that developed and sells a proprietary all-audio method of self-directed music instruction. The professionally designed curriculum provides step-by-step audio instruction in a series of CDs. Lessons in performing specific songs are available on CD under the company's Play-It-Now Tunes brand.
Client's goal: To undergo a complete rebranding to raise the profile of TalkingTabs and Play-It-Now Tunes in the marketplace while conveying the message that its audio-only instruction method is easy enough to be successfully learned by anyone motivated to play guitar.
Awareness: To raise the profile of TalkingTabs and Play-It-Now Tunes among the company's 18-to-34 demographic, Technetium Creative performed a complete rebranding campaign that included a redesign of the corporate logo, core product packaging, sales kit and trade show booth, as well as the Web sites for both TalkingTabs and Play-It-Now Tunes.
Graphic design and colors for TalkingTabs.com create a clean, high-end visual impression appropriate for the cost of the lesson series packages. PlayItNow.com utilizes a black, red and white palette, a rotating slide show of guitarists and an audio introduction that explains the instruction concept.
Affinity: Because the Web sites are the main points of contact for consumers, Technetium Creative built in numerous ways in which they can interact with the brand. The Player's Workshop section of TalkingTabs.com consists of brief free audio lessons on a media player that launches when the corresponding link is clicked. Workshop sessions supplement the skills and techniques taught by the TalkingTabs method.
Community features on PlayItNowTunes.com include blogs and forums. Online stores offer the entire instruction series in different editions and the entire library of individual Play-It-Now Tunes on CD.
Action: A strong call-to-action throughout both Web sites creates enthusiasm for this unique learning method, as well as the industry-recognized musicians and materials that provide support. The sites convey the message that anyone who wants to play guitar and is willing to spend the time to follow the lessons can become a proficient musician.
Analytics: The TalkingTabs CD lesson series is now sold in more than 2,000 retail outlets throughout the United States.
