As a lifelong advertising creative (writer/producer and creative services manager), I know there is a fine line between product success and failure. For success, one has to know the need and develop an approach that reaches its full potential with its target audience.
So it’s a bit of a cliché to boil it all down to a formula, but allow me some latitude to introduce one that makes sense: Passion + Knowledge + Execution = Smarter Marketing.
Recently, I discovered a solid example. It’s a very small company addressing a “found” need for a very specific niche audience. The company is Main Street Dream Makers, LLC, created by Gordon Wolfgang, a life-long musician with a B.S. in Industrial Engineering and long executive career with British Telecom and Electronic Data Systems.
The product is the Wolfgang TELEMONITOR. It’s an elegantly simple solution to a problem faced by club and professional musicians around the world: during an on-stage performance, how do you ensure a non-flub set when you have an extensive song catalog?
Sure, the easy answer is full memorization of all chords and lyrics. But as Gordon explains, “When the crowd knows your song, and you don’t, that’s a problem.”
The problem accelerates as people age. Healthy Living reports that between the ages of 30 and 70, “the brain produces 15 to 20 percent of the chemicals that send messages between neurons. This combination brings on normal memory lapses such as the misplaced handbag." Or for a performer, a long-remembered lyric just disappears. So for a musician on stage, it’s human physiology in its most naked form.
How big is the problem? Big. In a February article from The Washington Post it’s revealed that even Bruce Springsteen uses a little prompting help on-stage. In an article in Modern Acoustic, writer Paul Farhi reveals that Paul McCartney has a prompter built into his piano.
Meanwhile, leave it to Gordon Wolfgang to realize that out of his passion (musician/lyricist) and knowledge (Industrial Engineering and Information Technology Delivery), there ought to be a much more elegant solution to a clean on-stage performance than music stands and custom-manufactured solutions. After all, the thrust of Gordon’s degree and work experience as a Delivery Executive with British Telecom and Electronic Data Systems over 30 years, centered on delivering effective business solutions. Why not apply those talents and interests to this problem?
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| The Wolfgang Telemonitor |
Like all entrepreneurs, Gordon’s vision for the eventual product was clear, even if the product was yet to be. With his engineering talents and awareness of musician needs and wants, Gordon created a prototype that not only displayed lyrics, chords and set lists but did it in an on-stage cabinet (with the perfect 38-degree viewing angle for the monitor) that looked precisely like an audio monitor. Control pedals (just like guitar effects pedals) allow performers to make selections on-the-fly. Because of its design, the unit’s presence never gets in the way of the performance.
Anyone could have come up with the basic idea, but it took a musician at heart to design it. “If I wouldn’t use it on stage, I don’t use it in the Wolfgang TELEMONITOR,” Gordon says.
Also unique, and important, in the product development process was the use of many widely available components, such as ACER monitors, and sourcing out a local cabinet maker for the cases, all of which kept costs down.
“I cobbled one together in November 1999, and then made some improvements in several prototypes over the next 10 years” Gordon says. “Then I got serious and built one with an eye to commercial distribution. I built three and posted advertisements for them on E-Bay.” Within three months, Gordon had sold two through E-Bay and another through a referral. Demonstrating his product at musician conferences such as NAMM (National Association of Music Manufacturers) a year later also proved the interest in his “elegant” solution was in line with reality.
In early 2010 he launched his corporate web site, developed product materials, and engaged in online keyword search advertising. He also began to get referrals from satisfied customers. From there, the Wolfgang TELEMONITOR gained sales speed. By February 2012, more than 100 of the units could now be found (discreetly) on stage.
The best news, though, is that the need smartly extends to today's well-known classic rockers. There, Gordon's big idea and unique execution is on the mark.
Because of confidentially agreements, we can't reveal them here. But think "I Write the Songs," Hot Blooded," and "Lucky Man," among others ... and you get the picture of just who is purchasing the Wolfgang TELEMONITOR.
Gordon Wolfgang has done more than create a new product that satisfies a need. His story offers a constructive case history for true success in business: passion + knowledge + execution = smarter marketing.
And who wouldn't want a testimonial like this?
“When I first started exploring the idea of a teleprompter, I went online shopping through literally 20-30 sites including Amazon and Ebay. I just didn’t like the idea of people seeing I was using a teleprompter and all of them looked like a teleprompter. Awkward and in your face, as well as the audiences.So when I landed on the Wolfgang TELEMONITOR site I was very surprised to see that I was instantly looking at what I saw in my head that I needed. A teleprompter that didn’t look like a teleprompter. I can program basically any song, or script I use on this thing and see it from anywhere on stage during the show. Even my band members are using it for back-up vocals.”
Joseph Alexander Wraith
Professional Rocker
Phoenix, AZ
Professional Rocker
Phoenix, AZ
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