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of art, and that comes through in the website they developed for
me. Everything they did had that perfect balance between super
cool
and extremely elegant. I would not be considered credible without
the help of 42Fish.”
- Paul Stratton, Raven Loft Guitars |
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In
reality, Raven Loft Guitars is Paul Stratton,
a self-taught guitarist
and luthier who longed
to realize his dream of making a living
by
handcrafting custom guitars that are
beautiful to both the eye
and the ear.
The
highly competitive market of custom
and semi-custom guitars is dominated
by
a handful of established brands. However,
the market also consists
of numerous
smaller guitar makers, ranging wildly in
price, professionalism,
reliability, and
quality.
To
make high-end guitar dealers receptive
to carrying Raven Loft Guitars
in their shops.
In
addition to consulting with Paul Stratton
on developing his product
mix, distribution
methods, and pricing strategies, 42Fish
worked
with Raven Loft Guitars to develop
the tools most necessary to enable
Raven
Loft to come across as a legitimate force in
the custom-guitar
market place.
Some of the marketing tactics developed:
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