Engagement Marketing

The Sweet Sound of Brand Love

I just attended my first brand “love-in” experience thanks to my husband, a member of the Martin Owners Club – a special group of Martin Guitar aficionados.

The first official gathering of the Martin Owners Club was held recently in Nazareth, PA, site of the company’s home base, factory, and new Martin Guitar Museum & Visitors Center. The day’s events included factory tours guided by employees, museum tours, re-stringing of club members’ guitars by Martin technicians, a special address by C.F. Martin IV (company CEO), music performances, and lots of food and brand mementos.

Brand Passion Inside & Out

More than 500 members & their guests, from 40 U.S. states and six countries, came to the one-day event.  According to Steve Carletti, VP of Sales & Marketing, the Martin Owners Club started just three years ago and has grown to approx. 3200 members. Members pay an annual fee to belong to the club – reflecting their devotion to this incredible brand.

Equally impressive is the employee passion & pride for the brand that I witnessed during the factory tour and throughout the event. Martin & Co. has a dedicated workforce with low turnover. And those employees who don’t play guitar are proud to say that they own one or two (or more) Martin Guitars.

I highly recommend a visit to Martin & Co. The exquisite craftsmanship that goes into the making of these guitars in incredible. Yes, some of the process is automated, but the actual assembly of the guitars is done by hand. (Upon first entering the factory for your guided tour, you’re greeted by the scent of fresh cut wood.)

In full disclosure, my husband is involved with Discover Lehigh Valley (of which Martin & Co. is a member), and he’s the proud owner of several Martin guitars. But that’s not the only reason I encourage you to check out the place.

The Martin Guitar Museum & Visitors Center is a great place to visit, and admission is free. It’s also a great place where you can feel and understand the depth of brand loyalty and love.

What an incredibly sweet sound.

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