Taylor Guitar's Success

Stepping Out

In order for the future of Taylor Guitars to avoid an early death, the owners had to think creatively. They ended their unprofitable relationship with a distributor, acquired equipment to smooth out wrinkles in the production process, and sent one of their co founders out on the road as a traveling salesman.

By getting a Taylor in front of prospective customers, they were able to show the quality of sound and craftsmanship. It was the 80's and they were desperate to lure rockers back to acoustic. They took a chance on making a purple-infused model for Prince, but with the catch that the logo couldn't be in plain sight.

Success, Finally

A combination of word of mouth and all the marketing efforts coming to a head finally put Taylor Guitars on the map. Over the next decade they started to feel the demand as they hurried to keep up with production. Big name musicians were snapping up guitars, which lead to up and comers doing the same. By the 90's Taylor Guitars was a success, firmly entrenched in the global guitar scene, and actively sought out by guitarists the world over.

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