ENDORSEMENTS

WHAT IS AN ENDORSEMENT?
For the purposes of this FAQ, an endorsement is defined as the expressed or implied recommendation, by a popular and/or well-respected Guitarist, of a particular manufacturer's product, product line, or service(s).

WHAT IS ITS PURPOSE?
Endorsements are designed to increase product or brand-name awareness (and ultimately, sales) through the use of a familiar spokesperson.

IS THE GUITARIST THE ENDORSER, OR THE ENDORSEE?
These terms are often used interchangeably. To be accurate, the guitarist is the endorser, since it is the guitarist who does the "endorsing" of the manufacturer’s product. The manufacturer would therefore be considered the endorsee, although that’s a seldom-used reference.

WHO CAN GET AN ENDORSEMENT AGREEMENT?
Any guitarist who has good exposure to the manufacturer's target buyers, either as a personality or through their artist affiliation, is a candidate for an endorsement agreement.

WHAT ARE THE BENEFITS TO THE ENDORSER?
In exchange for their endorsement, the guitarist can expect a minimum "consideration" in the form of discounts on the product endorsed (and possibly on other products from the manufacturer). Based on the level of exposure the guitarist can provide, the agreement may include free product, however there is generally a limit to the amount and frequency of such consideration. Other agreements may include exchanging old product for new, and in some instances, product is simply loaned as necessary. The specific product may also govern the consideration. That is, a guitarist is more likely to get free strings from a string manufacturer, than to get free guitars. The amount and type of consideration is usually proportionate to the marketing value of the endorser to the manufacturer.

Another valuable benefit is the "support" offered by the manufacturer. An endorser will enjoy better pricing, and usually faster service than at almost any retail store. This is especially important for the traveling guitarist, where the product may be unavailable in local stores.

The guitarist may also have their name and/or photo used in the manufacturer's product literature and advertising campaigns.

Occasionally, the guitarsist may be involved with R&D (research and development) regarding the manufacturer's products, and may become an integral part of the manufacturing process.

WHAT IS THE BENEFIT TO THE MANUFACTURER?
Essentially, it is the promise of increased sales. Even musical manufacturers are in business to sell their products or services and, like any other business, generating revenue is a prime objective.

WHAT DOES THE MANUFACTURER EXPECT FROM THE ENDORSER?
Since the manufacturer seeks exposure via the endorser, the endorser is expected to be seen using, and/or pictured with, the product. Sometimes clinics are arranged so that the endorser can help spread the word on a more personal level. For endorsers who do recordings, a ‘thank you’ or mention in the liner notes is customary. Traveling endorsers may be asked to accommodate manufacturer employees or representatives at performances. The endorser may be asked for R&D (research and development) input on the manufacturer's products. Schedules permitting, the endorser may be asked to demonstrate and represent the manufacturer’s product at trade shows or conventions such as NAMM and PASIC. And of course, the endorser is generally expected to say nice things about the product and manufacturer.

DOES A MANUFACTURER EVER APPROACH A GUITARIST FOR AN ENDORSEMENT?
Yes. If the manufacturer determines that the guitarist will benefit the marketing strategy, they will seek an endorsement.

CAN AN UNKNOWN GUITARIST GET AN ENDORSEMENT AGREEMENT?
Sometimes a manufacturer will sign a guitarist who they believe has the potential for exposure. Some manufacturers have special programs aimed at non-professionals. The marketing angle is the same either way - the manufacturer wants the up-and-coming guitarist to get where they're going, while using the product.

HOW DOES ONE APPROACH A MANUFACTURER?
A letter or phone call to the artist relations person at the company will get the ball rolling. They will probably require a promo package, and then determine if the guitarist can offer the kind of exposure that will help promote their product. Rejection letters are common, as are “B level” endorsements which may offer only a moderate discount on product. The choice is the manufacturer’s when it comes to how they handle their marketing, and it's just not possible for them to enter into agreements with every guitarist who asks.

ARE ENDORSEMENTS FOREVER?
Sometimes the specifications or quality of a product change and it no longer meets the guitarist's needs; or, the guitarist discovers a preferable brand; or, the manufacturer ceases production of the endorsed product, or goes out of business. Barring satisfactory resolution with the manufacturer, these are among the valid reasons to discontinue endorsing a particular product or brand. The manufacturer also has the right to terminate the agreement if the endorser violates the terms of the endorsement agreement, or if it is determined that the endorser no longer possesses suitable promotional value. A typical agreement is reviewed annually.

RECOMMENDATIONS:
Seek to endorse only those products that you would use even without an agreement. Avoid being one of those guitarist who takes whatever they can grab, whether they like or intend to even use the product. Your credibility as a spokesperson is important, especially once you seek to endorse additional products and manufacturers. Reputations and relationships possess tremendous value, and nobody will tolerate an endorsement-hopping "guitar whore".

In certain broadcast or performance situations, it is not always possible to use the endorsed product. When that happens, you should certainly not be seen using the competitor’s product! Mask the competitor's name so it is not visible. Avoid being pictured with a non-endorsed brand, and don’t make the mistake of thanking non-endorsed competing manufacturers in the liner notes! Endorsement agreements are almost always exclusive, and your credibility and contract could both be lost.

In addition to being a business arrangement, the relationship between you and the manufacturer is also important on a personal level. Never whine about how you’re not pictured in the latest ad, don’t make excessive product requests or other demands, and respect the people who are accommodating you. In this business, it’s the nice guys who finish first.