Case Study / Music Retail
From Feast And Famine To Consistent And Growing.
Guitar O.R. — Calgary, AB — 20 Years In Business
Guitar O.R. had two decades of loyal customers, deep product knowledge, and a reputation built on real service. What they didn't have was a marketing engine that kept the shop consistently busy. Revenue spiked and dipped. The team was great but reactive. The mailing list existed but wasn't doing anything. Nearly a year later, that's changed.
20th Anniversary Brand Video
Twenty Years. One Film To Celebrate It.
20th Anniversary Brand Message Video — Guitar O.R. — Produced by Thumbmuffin Productions
The Situation
Twenty Years In. Still Running On Referrals.
Guitar O.R. had earned their reputation the hard way over two decades. But the marketing hadn't kept pace with the business. Every month was unpredictable. Good months were great. Quiet months were stressful. And there was no system in place to smooth any of it out.
01
Inconsistent Revenue
Business spiked and dipped with no predictability. Great months followed by slow ones, with no marketing running in between to keep customers engaged or bring them back.
02
Mailing List Going To Waste
An email list existed but had no strategy. No automations, no welcome sequence, no regular sends. Customers who'd been in the store and genuinely wanted to hear more were sitting in a database nobody was using.
03
Website Wasn't Converting
The site looked like the business but it wasn't doing any work. No incentive to join the mailing list, no clear path for visitors to take. Good-looking but passive.
04
A Big Milestone With No Plan
Twenty years is a real marketing moment. Most businesses let it pass. Guitar O.R. had earned the right to make something of it but needed a plan, a video, and content to back it up.
What We Did
Built The Engine. Then Kept It Running.
This wasn't a one-off project. It's been an ongoing partnership built on monthly strategy, consistent content, video production, and the kind of behind-the-scenes work that keeps a business visible while the team stays focused on what they do best.
01
Mailing List Strategy & Automations
Built the mailing list into a proper marketing asset. Welcome automations, subscriber incentives, regular campaign sends. A customer who walks in now stays in the conversation long after they leave.
02
Website Updates
Kept the look and feel but improved the flow. Better structure, clearer paths, and discount offers tied to email signup so visitors have a real reason to join the list while they're browsing.
03
Monthly Marketing Strategy
A regular strategy session each month to review what's working, plan what's next, and keep things moving forward. Not set-and-forget. An active partnership with a clear direction every single month.
04
Customer Testimonial Videos
Two films with real Guitar O.R. customers talking about the experience of buying there. Used on the website, in email campaigns, and across social to build trust with people who haven't been in the store yet.
05
20th Anniversary Brand Video
A flagship film to mark twenty years in business. Told the story of the shop, the people, and what keeps customers coming back. Used across YouTube, the website, and the anniversary campaign.
06
YouTube, Content & Sales Support
Guitar tips, services content, and ongoing YouTube strategy. Content that attracts the right audience and builds authority. Plus sales training so the team can confidently guide customers through the buying journey.
Partnering with him feels like having a dedicated in-house team. Throughout my years in business, it is rare to find someone who can deliver such a high level of expertise across so many disciplines.
Jarin Winterhalt — Guitar O.R.
Google Review • Calgary, Alberta
Customer Testimonial Videos
Their Customers. In Their Own Words.
The Work
What It Looks Like In Practice
Along The Way
What Jarin Said As It Unfolded
"The last few months have been very encouraging. Its a big stress relief to not see the workload rise and drop. The consistency is great."
Jarin Winterhalt — Guitar O.R.
"Ya, its been good lately. This is where I want to be year round. The team are all busy and I can focus on other things. I really appreciate all your guidance and help."
Jarin Winterhalt — Guitar O.R.
"I really like what we have put in place and want to continue to build on that. Working with you has been great."
Jarin Winterhalt — Guitar O.R.
"Thanks for all your work this year Dan. I appreciate it very much."
Jarin Winterhalt — Guitar O.R.
Google Review
The Full Story
"Our company, Guitar O.R. has been working with Thumbmuffin for nearly a year, and his impact on our business growth has been significant. Partnering with him feels like having a dedicated in-house team, as he has supported us across multiple areas including email automation, website enhancements and SEO, social media strategy, video production, and marketing. Throughout my years in business, it is rare to find someone who can deliver such a high level of expertise across so many disciplines. Dan is highly organized, responsive, and genuinely invested in the success of his clients. I strongly recommend his services and am truly appreciative of his guidance and support."
Jarin Winterhalt — Guitar O.R. — Google Review
The Outcome
What It Looks Like Now
Consistent workload month to month. No more feast and famine. The team stays busy and Jarin can focus on running the business
A mailing list that actually works. Subscribers get a welcome sequence, regular campaigns, and real reasons to come back to the store
A website that converts browsers into subscribers with a clear offer and a better flow from landing to action
Three video assets working every day: a brand film for the anniversary milestone, and two customer testimonials that build trust before anyone walks in
A YouTube and content presence that attracts the right audience and positions Guitar O.R. as the authority in the room
A marketing partner in their corner every month. Not a vendor who delivers and disappears
Running a business that deserves better marketing than it's currently getting?
Let's Talk →Services Used
The Building Blocks Behind This Work
Every piece of this program came from our core service stack. You can start with one project and build from there, or we can talk about what an ongoing retainer looks like for your business.
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Customer Story & Brand Video
Testimonial films and brand message videos that tell your story clearly. The most versatile marketing asset you can own. Works in sales conversations, on your website, and across every channel at once.
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Mailing List Setup & Automations
We build your list, write your sequences, and set up the automations that keep customers engaged between visits. A mailing list that actually works is one of the highest-ROI assets any business can have.
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Website Audit & Updates
We look at what your site is actually doing, tighten the flow, and make sure it's working as a marketing tool. Not just a digital brochure. SEO, structure, and conversion all on the table.
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Marketing Support Retainer
An ongoing partnership. Monthly strategy, content, campaigns, and accountability. We sit in your corner and keep the marketing moving so you can stay focused on running the business.
Get In Touch
Your Business Deserves Marketing That Keeps Up With What You Do.
Calgary based. Working with businesses across Canada. Three ways to start the conversation.