Taylor Guitars Launches Community Video Destination
Taylor Guitars, a manufacturer and retailer of premium acoustic and electric guitars, has launched a community video destination that enables its customers and prospects to access educational, shopping-related content to help them in their guitar searches, learn how to play and care for their guitars, and listen to artists from all over the world.
Taylor Guitars Videos, which is powered by the TVPage Video Commerce Cloud, lets consumers, fans, artists, dealers and other members of the Taylor Guitars community to subscribe to and upload their own videos for consideration, bringing together a community passionate about the Taylor Guitars brand and its products. On Taylor Guitars Video, there’s an array of videos that are regularly updated, including product demos, shopping tips, instructions for caring for your Taylor guitar, and artist content showcasing actual footage of musicians playing on Taylor Guitars’ products.
Video content is an important focus and component of Taylor Guitars’ overall marketing strategy, according to Scott Reinhardt, global director of digital marketing at Taylor Guitars.
"Video is an extremely effective medium for educating shoppers and guiding them through their buying journeys as they research our products online," Reinhardt said. "[We're] uniquely positioned to provide expert educational content to consumers, and the TVPage platform allows us to offer that content in shoppable experiences."
The TVPage platform, for example, enables Taylor Guitars to syndicate and automate the delivery of targeted and personalized video content across its digital properties, and use the platform’s data to optimize its content marketing strategy.
"Consumers viewing Taylor Guitars Videos can seamlessly click to explore and buy a relevant product while they watch, which is difficult to achieve in an overcrowded e-commerce environment fighting for consumer attention," said Allon Caidar, co-founder and CEO of TVPage.
Currently, Taylor Guitars is focusing on continuing to build out its depth of video content. Shortly, "customers will be able to follow Taylor Guitars Videos by subscribing to the feed so they will know when new content is available," says Caidar. "We will be continuously building our community by allowing consumers to further engage and upload their own videos.”