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Post subject: Re: Behind the scenes of the Sale-a-bration ...
Posted: Sat Mar 16, 2013 11:06 am
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Brad Traweek - Fender wrote:
cormorant wrote:
I understand now. You've authorized dealers to sell the guitars at a fixed discounted price for the duration of the sale, and if they don't want to participate in the sale they don't have to.

Thanks for clearing that up.


Happy to help shed some light here. That's getting closer, although the "fixed discounted price" bit is still not quite accurate - instead it's really more about granting the ability for a dealer to advertise at lower pricing than we normally allow if he/she wishes.

I guess the main point here is, the discussion about the specific details of the offer is really one that occurs directly with your local dealer rather than here - our part in it is basically to wave a giant flag notifying you that the event in question is occurring and that you need to get to your dealer. (This is really the uninteresting side of the discussion, of course - we try as much as possible here to keep the focus on the exciting part which is that it leads to great deals on gear. :D But, in light of your questions and the "behind the scenes" nature of this thread I just wanted to quickly explain how it all works from this side.)


Well then that begs the question: is there a limit to how much of a discount a dealer can offer? I mean, when I see that all the big online dealers are offering the sale guitars at exactly the same sale price, does that mean that if I go knocking on doors at the local small music stores, they are permitted by Fender to offer a steeper discount for the exact same new Fender Strat?

In other words, do I have to get off my duff and drive around, or can I just click a button on a website and know I got as low a price as I can get anywhere else, which is normally the case?

Duff on or duff off?


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Post subject: Re: Behind the scenes of the Sale-a-bration ...
Posted: Sat Mar 16, 2013 1:27 pm
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Brad Traweek - Fender wrote:
Brad Traweek - Fender wrote:
Tiger J wrote:
GC just adjusted my Am Spl I purchased just last Sunday to reflect the Spring Break Fender promo sale price PLUS GC's $100 off coupon... WOW!


That's fantastic - glad to hear it, and thanks for sharing. What model/finish did you go for?


Actually, never mind the question there ... I'm seeing it identified in your sig. Good choice! :-)


Well, for some reason, GC seems to deny the very existence of the Surf Green Am Spl, which would have been my first choice! Other dealers I am familiar with are stating it exists but is not available.

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Post subject: Re: Behind the scenes of the Sale-a-bration ...
Posted: Sat Mar 16, 2013 11:03 pm
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+1 on the Surf Green, spotted that myself. These are standard sale prices you see all year at GC and MF on select models, just not on a such a wide assortment. Basically a giant snoozefest. Call me when there are REAL price cuts.


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Post subject: Re: Behind the scenes of the Sale-a-bration ...
Posted: Sat Mar 16, 2013 11:39 pm
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cormorant wrote:
Well then that begs the question: is there a limit to how much of a discount a dealer can offer? I mean, when I see that all the big online dealers are offering the sale guitars at exactly the same sale price, does that mean that if I go knocking on doors at the local small music stores, they are permitted by Fender to offer a steeper discount for the exact same new Fender Strat?


Firstly, I'm interpreting that you're interested in a new guitar - and I approve heartily of this! :D In seriousness, though, these are some great questions you've offered up and I hope my answers are proving helpful to you. You've touched on another interesting nuance here so let me attempt to clarify.

Fact is, a dealer is always free to sell you an instrument at literally whatever price he/she wishes. What IS restricted, however, is the advertised price that the dealer is able to offer. Fender is able to initiate programs of this nature by temporarily allowing lower advertised pricing ... and then waving big banners proclaiming that a sale is in progress. But, as you can see, the whole point of the exercise on this end is to lead you (hopefully excitedly!) to a conversation directly with your dealer.

Also, it's worth a quick mention that this structure is not unique to Fender nor the musical instruments industry; rather you'll encounter these same principles repeatedly in many manufacturer/retailer relationships, particularly those in which the manufacturer and retailer are separate entities.

cormorant wrote:
In other words, do I have to get off my duff and drive around, or can I just click a button on a website and know I got as low a price as I can get anywhere else, which is normally the case?


There may be some getting off your duff required ... but this is basically no different than how you'd comparsion-shop for just about anything, right? In light of the above discussion, you can see the pros and cons of the two options that lay before you. You can hop online and will probably garner in reasonably quick fashion a feel for the nature of the program ... but you may completely miss out on any in-store deals that way. On the other hand, going in store requires getting off your duff. :D (Witness Tiger J's example above of getting both the Spring Break deal and an extra in-store deal that was going on at the same time so ... there you go.)

And ... wow, I'm realizing that I just used the words "principles" and "entities," and it's a Saturday night. Must turn on amp. Must plug in Stratocaster. :D

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Post subject: Re: Behind the scenes of the Sale-a-bration ...
Posted: Sat Mar 16, 2013 11:51 pm
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Tiger J wrote:
Well, for some reason, GC seems to deny the very existence of the Surf Green Am Spl, which would have been my first choice! Other dealers I am familiar with are stating it exists but is not available.


Interesting - with this question we've now teleported outside of the realm of what I can realistically speak to personally, but I'll fire off some emails and see if I can track down any info for ya.

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Post subject: Re: Behind the scenes of the Sale-a-bration ...
Posted: Sun Mar 17, 2013 4:35 am
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Brad Traweek - Fender wrote:
Folks:

Quite a high-energy day in the offices what with the launch of our Stratocaster® Spring Break Sale-a-bration. I've been getting emails and texts about the program all day today and it looks like we have a winner on our hands here. If you've ever considered adding a Strat® to the stable, doing so within the next two weeks is highly recommended!

The Sale-a-bration is a unique program and one quite unlike anything we've done before ... we've basically authorized all retailers to be able to offer a reduction in advertised pricing for these guitars but are only giving them the ability to do so for just a couple weeks. (Or, stated a bit more directly: you'll have the chance at some of the lowest out-the-door numbers you'll ever see on these models for the next two weeks here.)

We chose the Stratocaster for the program for an obvious reason: because everyone needs another Stratocaster. :-) In seriousness, the list of models that we've been able to make eligible is impressive and we're really trying to offer something for everyone here, even lefties! Here's an excerpt from our internal document on the program that covers all the models involved:

American Standard Stratocaster®
0113000700 AM STD STRAT RW 3TS
0113000705 AM STD STRAT RW OWT
0113000706 AM STD STRAT RW BLK
0113000719 AM STD STRAT RW JPM
0113000747 AM STD STRAT RW SSB
0113000794 AM STD STRAT RW MSR
0113000795 AM STD STRAT RW MSB
0113002700 AM STD STRAT MN 3TS
0113002705 AM STD STRAT MN OWT
0113002706 AM STD STRAT MN BLK
0113002719 AM STD STRAT MN JPM
0113002747 AM STD STRAT MN SSB
0113002794 AM STD STRAT MN MSR
0113002795 AM STD STRAT MN MSB

American Standard Stratocaster Left-Handed
0113020700 AM STD STRAT LH RW 3TS
0113020705 AM STD STRAT LH RW OWT
0113020706 AM STD STRAT LH RW BLK
0113020794 AM STD STRAT LH RW MSR
0113020795 AM STD STRAT LH RW MSB
0113022700 AM STD STRAT LH MN 3TS
0113022705 AM STD STRAT LH MN OWT
0113022706 AM STD STRAT LH MN BLK
0113022794 AM STD STRAT LH MN MSR
0113022795 AM STD STRAT LH MN MSB

American Standard Stratocaster HSS
0113100700 AM STD STRAT HSS RW 3TS
0113100706 AM STD STRAT HSS RW BLK
0113100719 AM STD STRAT HSS RW JPM
0113100747 AM STD STRAT HSS RW SSB
0113100794 AM STD STRAT HSS RW MSR
0113100795 AM STD STRAT HSS RW MSB
0113102700 AM STD STRAT HSS MN 3TS
0113102706 AM STD STRAT HSS MN BLK
0113102719 AM STD STRAT HSS MN JPM
0113102747 AM STD STRAT HSS MN SSB
0113102794 AM STD STRAT HSS MN MSR
0113102795 AM STD STRAT HSS MN MSB

American Special Stratocaster
0115602303 AM SPEC STRAT MN 2TSB
0115602309 AM SPEC STRAT MN CAR
0115602357 AM SPEC STRAT MN SFG

American Special Stratocaster HSS
0115700300 AM SPEC STRAT HSS RW 3TSB
0115700306 AM SPEC STRAT HSS RW BLK
0115700309 AM SPEC STRAT HSS RW CAR

American Deluxe Stratocaster
0119000700 AM DLX STRAT RW 3TSB
0119000720 AM DLX STRAT RW AMB
0119000723 AM DLX STRAT RW OLP
0119000759 AM DLX STRAT RW TUNG
0119000770 AM DLX STRAT RW SSM
0119002700 AM DLX STRAT MN 3TSB
0119002720 AM DLX STRAT MN AMB
0119002723 AM DLX STRAT MN OLP
0119002759 AM DLX STRAT MN TUNG
0119002770 AM DLX STRAT MN SSM

American Deluxe Stratocaster Left-Handed
0119020700 AM DLX STRAT RW LH 3TSB
0119022700 AM DLX STRAT MN LH 3TSB

American Deluxe Strat® HSS
0119100700 AM DLX STRAT HSS RW 3TSB
0119100720 AM DLX STRAT HSS RW AMB
0119100723 AM DLX STRAT HSS RW OLP
0119100759 AM DLX STRAT HSS RW TUNG
0119100770 AM DLX STRAT HSS RW SSM
0119102700 AM DLX STRAT HSS MN 3TSB
0119102720 AM DLX STRAT HSS MN AMB
0119102723 AM DLX STRAT HSS MN OLP
0119102759 AM DLX STRAT HSS MN TUNG
0119102770 AM DLX STRAT HSS MN SSM

American Deluxe Strat V Neck
0119202703 AM DLX STRAT V NECK 2TSB
0119202706 AM DLX STRAT V NECK BLK
0119202709 AM DLX STRAT V NECK CAR

American Deluxe Strat Ash
0119300731 AM DLX STRAT ASH RW ACB
0119300752 AM DLX STRAT ASH RW TBS
0119300775 AM DLX STRAT ASH RW WTRANS
0119302731 AM DLX STRAT ASH MN ACB
0119302752 AM DLX STRAT ASH MN TBS
0119302775 AM DLX STRAT ASH MN WTRANS

Standard Stratocaster
0144600502 FEND STD STRAT RW LPB
0144600506 FEND STD STRAT RW BLK
0144600509 FEND STD STRAT RW CAR
0144600532 FEND STD STRAT RW BSB
0144600575 FEND STD STRAT RW MDW
0144600580 FEND STD STRAT RW AWT
0144602502 FEND STD STRAT MN LPB
0144602506 FEND STD STRAT MN BLK
0144602509 FEND STD STRAT MN CAR
0144602532 FEND STD STRAT MN BSB
0144602575 FEND STD STRAT MN MDW
0144602580 FEND STD STRAT MN AWT

Standard Stratocaster Left-Handed
0144620502 FEND STD STRAT LH RW LPB
0144620506 FEND STD STRAT LH RW BLK
0144620509 FEND STD STRAT LH RW CAR
0144620532 FEND STD STRAT LH RW BSB
0144620575 FEND STD STRAT LH RW MDW
0144620580 FEND STD STRAT LH RW AWT
0144622502 FEND STD STRAT LH MN LPB
0144622506 FEND STD STRAT LH MN BLK
0144622509 FEND STD STRAT LH MN CAR
0144622532 FEND STD STRAT LH MN BSB
0144622575 FEND STD STRAT LH MN MDW
0144622580 FEND STD STRAT LH MN AWT

Standard Stratocaster HSS
0144700502 FEN STD STRAT HSS RW LPB
0144700506 FEN STD STRAT HSS RW BLK
0144700509 FEN STD STRAT HSS RW CAR
0144700532 FEN STD STRAT HSS RW BSB
0144700575 FEN STD STRAT HSS RW MDW
0144700580 FEN STD STRAT HSS RW AWT
0144702502 FEN STD STRAT HSS MN LPB
0144702506 FEN STD STRAT HSS MN BLK
0144702509 FEN STD STRAT HSS MN CAR
0144702532 FEN STD STRAT HSS MN BSB
0144702575 FEN STD STRAT HSS MN MDW
0144702580 FEN STD STRAT HSS MN AWT

Blacktop™ Stratocaster HH
0148100506 BLACKTOP STRAT HH RW BLK
0148100509 BLACKTOP STRAT HH RW CAR
0148100572 BLACKTOP STRAT HH RW SNB
0148102506 BLACKTOP STRAT HH MN BLK
0148102509 BLACKTOP STRAT HH MN CAR
0148102572 BLACKTOP STRAT HH MN SNB

Blacktop Stratocaster HSH
0148900506 BLACKTOP STRAT HSH RW BLK
0148900559 BLACKTOP STRAT HSH RW TSV

My own role in the whole thing has been figuring out how to make it come alive here on Fender.com - in just a few days my team created a "Spring Breaky" design treatment and built out a new Sale-a-bration landing page that features all the models mentioned above.

Anyway, it's fun seeing a plan come together (particularly this quickly) and then watching the masses absorb it. And by the way: $50 shopping spree in the Online Store to the first person who transcribes all of the model names above into their actual 'real world' model names and posts them here. :-)

An hour to type the model names with one hand and I get bumped for maintenance. Brad, forget the $50 and make it $75, lol. :lol:

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Post subject: Re: Behind the scenes of the Sale-a-bration ...
Posted: Sun Mar 17, 2013 6:12 am
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Brad Traweek - Fender wrote:
... Fact is, a dealer is always free to sell you an instrument at literally whatever price he/she wishes. What IS restricted, however, is the advertised price that the dealer is able to offer. Fender is able to initiate programs of this nature by temporarily allowing lower advertised pricing ... and then waving big banners proclaiming that a sale is in progress. But, as you can see, the whole point of the exercise on this end is to lead you (hopefully excitedly!) to a conversation directly with your dealer. ...
    Ah, this explains why the difference in advertised prices when I was shopping for my AmDlx was no more than $0.01. All the dealers I asked told me the same story; that they are "not allowed" to sell for less. Now I know better. Thanks, Brad.

    Another question is the stipulation "select in-stock models". I don't see this on the Fender site but on the Long & McQuade website it's stated clearly. Does this promotion apply only to in-stock items? In light of your answer with regard to advertised prices I would tend to believe that it's up to the dealer to decide.

    Thanks & Cheers!
    BM

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Post subject: Re: Behind the scenes of the Sale-a-bration ...
Posted: Sun Mar 17, 2013 6:34 am
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Brad Traweek - Fender wrote:
cormorant wrote:
Well then that begs the question: is there a limit to how much of a discount a dealer can offer? I mean, when I see that all the big online dealers are offering the sale guitars at exactly the same sale price, does that mean that if I go knocking on doors at the local small music stores, they are permitted by Fender to offer a steeper discount for the exact same new Fender Strat?


Firstly, I'm interpreting that you're interested in a new guitar - and I approve heartily of this! :D In seriousness, though, these are some great questions you've offered up and I hope my answers are proving helpful to you. You've touched on another interesting nuance here so let me attempt to clarify.

Fact is, a dealer is always free to sell you an instrument at literally whatever price he/she wishes. What IS restricted, however, is the advertised price that the dealer is able to offer. Fender is able to initiate programs of this nature by temporarily allowing lower advertised pricing ... and then waving big banners proclaiming that a sale is in progress. But, as you can see, the whole point of the exercise on this end is to lead you (hopefully excitedly!) to a conversation directly with your dealer.

Also, it's worth a quick mention that this structure is not unique to Fender nor the musical instruments industry; rather you'll encounter these same principles repeatedly in many manufacturer/retailer relationships, particularly those in which the manufacturer and retailer are separate entities.

cormorant wrote:
In other words, do I have to get off my duff and drive around, or can I just click a button on a website and know I got as low a price as I can get anywhere else, which is normally the case?


There may be some getting off your duff required ... but this is basically no different than how you'd comparsion-shop for just about anything, right? In light of the above discussion, you can see the pros and cons of the two options that lay before you. You can hop online and will probably garner in reasonably quick fashion a feel for the nature of the program ... but you may completely miss out on any in-store deals that way. On the other hand, going in store requires getting off your duff. :D (Witness Tiger J's example above of getting both the Spring Break deal and an extra in-store deal that was going on at the same time so ... there you go.)

And ... wow, I'm realizing that I just used the words "principles" and "entities," and it's a Saturday night. Must turn on amp. Must plug in Stratocaster. :D


Thank you for this interesting information Brad. I was always under the impression that all dealers of the large manufacturers were contractually required to sell new instruments at or above a set price in order to prevent the big chains from undercutting the neighborhood stores and putting them out of business.

Learn something new every day.


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Post subject: Re: Behind the scenes of the Sale-a-bration ...
Posted: Sun Mar 17, 2013 8:18 am
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Brad Traweek - Fender wrote:
Tiger J wrote:
Well, for some reason, GC seems to deny the very existence of the Surf Green Am Spl, which would have been my first choice! Other dealers I am familiar with are stating it exists but is not available.


Interesting - with this question we've now teleported outside of the realm of what I can realistically speak to personally, but I'll fire off some emails and see if I can track down any info for ya.


I've returned from teleporting with reliable information in hand: Surf Green was indeed introduced in January and sold through pretty quickly - the finish is currently back ordered but relief (i.e., additional supply) is anticipated in April.

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Post subject: Re: Behind the scenes of the Sale-a-bration ...
Posted: Sun Mar 17, 2013 8:21 am
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Solid Body Love Songs wrote:
An hour to type the model names with one hand and I get bumped for maintenance. Brad, forget the $50 and make it $75, lol. :lol:


Shoot, most unfortunate timing there, but ... it's the thought that counts. $75 it is - PM me your address and preferred store items totalling no more than $75!

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Post subject: Re: Behind the scenes of the Sale-a-bration ...
Posted: Sun Mar 17, 2013 8:42 am
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Bluer Monkey wrote:
Ah, this explains why the difference in advertised prices when I was shopping for my AmDlx was no more than $0.01. All the dealers I asked told me the same story; that they are "not allowed" to sell for less. Now I know better. Thanks, Brad.


Well, do keep in mind that when a sales rep at a dealer tells you that he/she is "not allowed" to sell Fender for less that may indeed be a very true statement. Firmer policies may exist at the retailer level itself and that makes sense, too ... gotta keep the lights on and staff employed, after all!

All I'm attempting to clarify here is that this basic model is what we all learned in Free Enterprise class in high school. There's a tendency for consumers to have a slightly sinister take on the matter and/or accusing the manufacturer of being "vague and nebulous" as occurred here earlier ... but it's simply the way things work and is not unique to this industry. We have democracy, we have apple pie, and we have our Sale-a-bration! :D


Bluer Monkey wrote:
Another question is the stipulation "select in-stock models". I don't see this on the Fender site but on the Long & McQuade website it's stated clearly. Does this promotion apply only to in-stock items? In light of your answer with regard to advertised prices I would tend to believe that it's up to the dealer to decide.


Another fantastic example here of the need to check in with the dealer in question for all program specifics: yes, at an individual dealer's discretion he/she may choose to limit the program to in-stock models only. And, honestly, that makes a lot of sense too - great way to assist existing inventory in making its way out the door. I'm realizing as I type this that I don't know what the Canadian equivalent of apple pie is but I'd insert a reference to that here if I knew. :D

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Post subject: Re: Behind the scenes of the Sale-a-bration ...
Posted: Mon Mar 18, 2013 7:58 am
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It's been awhile since I've been around here, but I did take advantage of this sale and bought a Jade metallic pearl American standard strat, for less than the cost of my 2010 American special. Thanks Fender!

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Post subject: Re: Behind the scenes of the Sale-a-bration ...
Posted: Mon Mar 18, 2013 8:28 am
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this is an amazing promotion...but can anybody say whether or not it could extend to telecasters? or perhaps there's another one following.....??

Thanks!


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Post subject: Re: Behind the scenes of the Sale-a-bration ...
Posted: Mon Mar 18, 2013 1:19 pm
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Oh yay! look at all the guitars on sale. Too bad I'm a bassist. :evil:


Just kidding. enjoy guys! :wink:

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Post subject: Re: Behind the scenes of the Sale-a-bration ...
Posted: Mon Mar 18, 2013 4:05 pm
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TheKingofPain wrote:
Oh yay! look at all the guitars on sale. Too bad I'm a bassist. :evil:


Just kidding. enjoy guys! :wink:


a little off topic but:
I saw the Pawn Shop Jaguar Bass VI advertized and everyone is out of it. It's really a baritone but still.

Art


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