Q&A: Justin Fogleman, Elixir

Elixir has just launched its latest string technology in the form of its new Optiweb electric guitar strings which aims to deliver the longevity that a coated string brings, matched with the performance of an uncoated set.

What was behind the development of Optiweb strings? Was there specific consumer feedback asking for them? 
As you may know, Elixir Strings is the number one selling string brand for acoustic guitar players, loved for their tone and feel combined with long tone life.  We continually evolve our products to meet player needs and we set our sights on the electric market to deliver a string that encompassed the characteristics players demand to power their performance. 

Our OPTIWEB Coated electric strings were designed from input of over a thousand electric guitarists. Their feedback was clear: they wanted the performance of an uncoated string with the long tone-life of an Elixir String. 

With this, our team went to work to develop a thin, lightweight coating to meet the needs of uncoated guitarists who wanted more from their string. Our OPTIWEB Coated electric strings have the tone of an uncoated string with the tone-life of a coated one. They have a natural feel that’s more like an uncoated string than anything we’ve previously offered.  With that, they provide the same long tone life that players have come to expect from Elixir Strings. 

Can you explain what the difference is between these and your other coated strings? 
Not all coated strings are the same.  Elixir Strings is still the only brand to coat the entire string, protecting not only the outer string surface, but also the gaps between the windings.  Whether you choose our OPTIWEB, NANOWEB or POLYWEB Coated electric strings, you can rest assured that they all provide the long tone-life players have come to expect from Elixir Strings. There are some differences between them though. 

Our OPTIWEB Coated strings are our newest offering. These strings sound like an uncoated string, with a crisp tone and natural feel. Our NANOWEB Coated strings have a bright tone and smooth feel. While the POLYWEB Coated strings have a warm tone with a slick, fast feel. 

How hard is it to explain the advantages and the differences in these strings to customers? 
The story writes itself.  We’ve heard from thousands of players and one thing is certain…a guitarist’s desired tone and feel is very personal.  Now with the addition of OPTIWEB Coating, our family of electric guitar strings brings a wider choice of coating options to compliment every guitarist’s playing style. 
  
What advantages do the coated products offer the retailer? 
When retailers evaluate their string wall and compare their profit dollars of Elixir Strings to other guitar strings, they’ll quickly see that Elixir Strings are a more profitable string to sell.  Plus, retailers are challenged with keeping all of the guitars on their wall strung and sounding great, as a poor sounding guitar affects their guitar sales.  Some retailers have actually restrung their guitars with  Elixir Strings as they want their customers to have a great experience every time they pick up a guitar.  They are confident that our coated strings will deliver the sound and feel players want, without having to sacrifice long-lasting tone life. 

Will this be extended to acoustic and bass as well? 
Perhaps.  We’re always looking for new ways to meet the evolving needs of players.  We’ll continue to listen to players’ needs and expand our products accordingly. 

How are you promoting the range? 
The Elixir Strings brand was built on product performance.  Based on player feedback, we know our strings do exactly what we say they do.  So sampling strings to players is, and has been, the best way we promote our range of products.  Also specific to our electric line, OPTIWEB Coated Strings debuted a new modern packaging design for Elixir Strings that has a premium look and feel.  Extended as well to NANOWEB and POLYWEB Coated Electric Strings, this simplified, updated packaging is both eye-catching and easy to read.  The result is improved shopability for customers and clerks alike on the full range of Elixir Strings that now meet the playing style of every electric guitarist.