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June 2002
Posts: 6202
Location: Phoenix AZ | One thing that became appearent on the OFC tour was that there is Ovation and then there is Ovation USA. Both have their place, but are different for some very good reasons. I'm going to make a concerted effort to refer to Ovation USA when I talk about (and write about) the USA guitars. Much the same way the guys at Hamer do with Hamer USA. I encourage other on this board to do the same. |
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October 2002
Posts: 181
Location: Queens, NY | I also think that is a good idea as far as marketing goes. It would help to differentiate between the USA models and the Korean ones; while at the same time, when someone buys a Celebrity, Celebrity Deluxe or a Pinnacle (if they can find one), they can still feel like they're buying an Ovation.
I think Alex mentioned the idea of making the Celebrity/Celebrity Deluxe a separate line, but I would still prefer to call them Ovations for the reason above, plus they already do that with Applause guitars. |
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December 2001
Posts: 7247
Location: The Great Pacific Northwest | I was surprised to learn how similar the import and USA made Ovations actually were from a material sence. I was also surprised to find some of the parts like the bowl are Made in the USA for both. Although I already knew the import line existed to create a guitar at a lower price point, there really is a sence of trying to get the best quality they can. Lets face it, you can't just make a $500 guitar by taking a $1000 dollar guitar and put a smaller price. I really have no idea how they make any money on a guitar like the Elite-T. They don't cut any corners, they use the best quality materials, so I can now really appreciate the challenge of trying to "dumb down" an Adamas or an Elite. It just can't be done. |
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December 2001
Posts: 10583
Location: NJ | Adamas
Ovation
Celebrity
Applause
It was simple and easy to identify.
How many of you know that for a while Adamas did not even appear on the headstock???? They all said Ovation!!! so that meant for a time your flagship line along with the USA ovations and the celebrities all were labeled Ovation.
I know it is impossible to go back but I really think there should be some distinguishing differences between the USA and import line. For example separate preamps. The neck joints are different so a couple of more differences would make them distinguishable to the general public.
I understand the need for imports but I feel that the USA line could be revamped to have a few flagship models in there and show some more innovations.
From what I saw on Thursday, I can say that the next generation of Ovations will turn some heads. |
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October 2002
Posts: 181
Location: Queens, NY | Adamas
Ovation USA
Ovation
Applause
That would be my vote. |
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December 2001
Posts: 7247
Location: The Great Pacific Northwest | I'm not sure name changes are going to happen soon, but it would be nice. ANY of the ideas presented I think would be better than the current confusion. However, there is a slight advantage to the current confusion, is that if someone is interested in Ovation, they do have to look at every one in the store closely to determine what it is. Maybe that's a good thing, but I don't think so.
Speaking of stores... I hit a few this weekend and again, not a lot of information about Ovations, although I saw more than I usually do. Of course we were within 50 miles of the factory. What I did notice that was even in Guitar Center, in the "wood" room, most guitars had an 8 x 10 white paper of the guitars features. Ovation really needs to insist this is done in the stores with Ovations. It just has to happen. I asked the question to the group if ANYONE had seen a hang tag on an Ovation recently and you could have heard a pin drop. To make matters worse, the Factory folks had a funny look on their face as they told us they are ON EVERY guitar when it leaves the factory!!! So hang tags aren't the answer. Maybe a single sheet for each guitar that MUST BE DISPLAYED OR ELSE would be cheaper in the long run than hang tags and a bunch of catalogs.
My point is something has to be done to identify the guitars other then just hanging them up in a store. |
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March 2002
Posts: 14842
Location: NJ | I was thinking about this at the whole "hang tag" discussion at the factory, and was going to bring it up, but the topic "shifted":
What about a static-cling vinyl "facts & features" label applied to the top? They could be die-cut to fit and applied where you might find a pickguard, that way it would serve double duty as protecting an area that's prone to take the most abuse while it's in the store, and then simply peeled off (unless you're Paul Moody) when you get the guitar home and can enjoy a protected "virgin" top. They could be applied relatively easy at the factory during packaging and wouldn't be as annoying as dangling, tangling, out-of-reach "hangtags". |
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March 2002
Posts: 389
Location: RI. That small State out East | Nice thought Cliff...
I was thinking of a "sticker" on the body near the OP set up... This area of the guitar does get a lot of attention and would be a perfect spot.
We need to give the 20 something sales rep in the store something to say / read when he has a "live" customer... The price tag says it must be better... But, How, or what, makes it a better guitar?
Point of purchase marketing is wide open for improvement.
Woz |
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August 2002
Posts: 39
Location: Bethel, Me | I agree with Alpep. I think you should be able to distinguish the brand name on the headstock.
Adamas
Ovation USA
Celebrity
Applause
The pickguard vinyl works good when you have a lightly colored background, but may not be to legible directly on the guitar. How about a better designed hang tag attachment to hang from the strap attachments instead of the neck? |
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October 2002
Posts: 181
Location: Queens, NY | To Alpep and Pep (are you guys related?)
I think one thing you're forgetting is that all Celebrity models are Korean made, but not all Korean made models are Celebrities. They also include Pinnacle and Trekker models. The Ovation name can include all Korean made models, and the Ovation USA name all the USA models. |
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March 2002
Posts: 14842
Location: NJ | Actually, the easiest, cheapest, (and most fun) solution would be for Ovation to HIRE us all (without pay, of course) as their covert, super-secret marketing administrators, The O.S.S. (Ovation Secret Service). Close to 1,300 representatives worldwide to ensure that the product is displayed/conveyed properly.
An O.S.S. "agent" would walk into . . .say a Guitar Center. He would proceed to the Acoustic Department and ask the sales representative there a legitimate Ovation question. If said representative answers incorrectly (or doesn't know), the agent has full authorization from Ovation (and Guitar Center) to produce from his Ovation trenchcoat an OvationUSA-made mahogany fungo bat with which he would sharply smack said rep on the side of the head of his choosing. The process would be repeated until he either: A.)provides the correct answer, or 2.)runs off to resume his pizza delivery career.
Even if ya' didn't do it all the time, it'd be a real hoot to just walk into the store with the coat on, ask the questions and giggle at the "flinches".
I'm also available for consultation on local DMV offices as well. ;) |
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December 2001
Posts: 10583
Location: NJ | Tony
we are not related but do live about 30 minutes from each other. |
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August 2002
Posts: 623
Location: Lake Hiawatha, New Jersey | I think Cliff's static cling vinyl tag is a fanatastic idea! On the "darker" color guitars they could just print with white text.
Al-my Adamas SMT 12 string has Ovation on the headstock, but Adamas on the inner bowl label. I was told they do that when the factory doesn't have the Adamas inlay in stock. Sounded fishy to me-especially after the tour.
Wondered what you thought.
Johnny |
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December 2001
Posts: 10583
Location: NJ | For six months to a year there was not Ovation inlayed on the headstock of the Adamas guitas. This was something that was decided internally to incorporate the brands or something like that. It had nothing to do with the availability of the inlay.
I personally thought it was a mistake and obviously management thought it was too since they changed it back rather quickly.
IMHO the Adamas is the flagship product. You need to keep that brand recognition and exclusivity. |
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February 2003
Posts: 2178
Location: the BIG Metropolis of TR | Hey Cliff
I think that a sharp smack up-side da head of a DMV employee with a OvationUSA-made mahogany fundo bat would only ruin a perfectly good OvationUSA mahogany fundo bat.....you know how rare they are!!! (my fundo bat is sitka spruce I think?) :confused:
Sho wish I cudda gone on the tour with you guys - it sounds like ya'll had a great time!! (Hopefully next year...)
Mike :cool: |
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Ovation and Ovation USA