Fender Introduces Online Dealer Meeting Experience Amidst COVID-19 Pandemic

Tammy Van Donk

When the MI industry began to brace for the challenges of COVID-19 this spring, Fender Musical Instruments Corporation (FMIC) didn’t waste any time getting creative. Right as the news arrived that the 2020 Summer NAMM Show was cancelled due to public health concerns, the company started cooking up a solution: an online dealer meeting experience.

On August 10, dealers from around the globe tuned in to view FMIC’s 30-plus new offerings and peruse brand content at their leisure.

Through this format, Fender is able to release and share all of the products that had originally been scheduled to debut at Summer NAMM, which range from new pedals and amps, to a variety of new acoustic, electric, and Squire model guitars. Chief among the new goodies are the 70th Anniversary Esquire, the 60th Anniversary Jazz Bass (also available as a “Road Worn” model), and the Limited Edition American Acoustasonic Exotic Stratocaster, which will be available in October.

“We started the actual work on the platform (an event module in our dealer portal) the first week of April and we put the final touches on it Friday, August 7,” explains Tammy Van Donk, EVP Sales, America and EMEA Fender. “We will reach 100 percent of our dealer network using our online platform, so missing Summer NAMM has not had an impact on our launch plans. This is a global online dealer event which means our entire network will learn about our new products at the same time.”

The pieces of the event came together carefully over the course of four months, as the Fender team recorded different video segments across the globe. Albeit more challenging to coordinate, Fender plans to keep this format in place for the foreseeable future. The online experience will also fill a void in 2021, as the Winter NAMM show shifts to a virtual “Believe In Music” week.

“Executing an online event during a pandemic meant we had to ensure strict protocols were followed as we filmed segments,” Van Donk adds. “We filmed in our Hollywood office, Jim Hensen Recording Studios, East West Studios, Saltmine Studios in Mesa, Arizona, and even in London and Tokyo. We all began to appreciate the effort that comes with creating an online event, which was something much more detailed than a physical event. I am beyond ecstatic about the finished product and I believe it is what our dealers expect from us. It was truly a collaborative effort across our Solution Delivery IT team, our marketing operations team, and our product line management team.”

Shops and businesses who aren’t confident in their tech skills can take comfort in knowing that this new “experience” is built upon the familiar format of Fender’s Dealer Portal, making it easy for everyone to access.

“That was the great thing about this approach,” Van Donk says. “Our dealers already know how to navigate this portal and place orders, so it is not a giant leap to get them into our event module. The navigation of the event is pretty intuitive. We have keynote speakers from our executive team and tracks to go deeper into our product launches. We kept the keynotes and videos brief and were even able to include artist cameos throughout. Since these are all pre-recorded, our dealers can navigate at their own pace.”

Even though the dealer portal was born of 2020’s hardships, the entire team at FMIC remains delighted about the company’s new medium for connection and sharing information. Looking ahead, Fender is already lining up more releases to be shared through the online portal and experience, solidifying it as a tool for dealers that’s here to stay, no matter what comes of this year – and whatever else the future holds for the MI industry.

“Continued product innovation is at the core of everything we do, and our new products are a direct reflection of feedback from artists and players around the world,” adds Justin Norvell, executive vice president, Product at Fender. “Throughout the remainder of 2020, we’re introducing an elevated, compelling selection across all categories – including electric and acoustic guitars, basses, amps, pedals, accessories and more – with something for every player at every stage of their musical journey. Some of the greatest music has come through in the most challenging times, so serving artists now and in the future with tools to create has never been more important.”