Bling on the sound

Are pipes with more expensive ornamentation better instruments? It’s an age-old question. Bagpipe makers invariably insist that there’s no difference in craftsmanship between entry-level drones and those fully mounted in chased sterling silver, but only they know the truth.

My own feeling is that you get what you pay for and it only stands to reason that, the more a customer invests in the instrument, the more care is taken with its creation. It’s pretty much true of every industry: the luxury model generally lasts longer with fewer problems and better customer satisfaction. A manufacturer wouldn’t be around for very long if the higher-margin product – which is almost always the more expensive one – didn’t foster customer satisfaction and loyalty to the brand.

It’s probably why you just don’t see any Gold Medallists competing with a set of circa 1976 orangey-plastic-mounted Grainger & Campbell drones.

I remember one year in the 1970s when my dad – a child of the Great Depression who saved everything, collected things and always seemed to think he was one bad decision away from the soup line – took me to shop for a new car. In his lifetime, he purchased maybe three automobiles, so this was a big occasion. The model he was interested in came with a radio as standard equipment, but my father thought it was an unnecessary expense that he had no interest in buying, since he never listened to the radio, anyway.

He would only buy the car, he insisted at first, if they removed the radio. It was only when they finally got through to him that it would actually cost him more to have it taken out, since it was factory-installed. So he begrudgingly left it, in all its AM-only glory, but his stance was that all cars were the same, so buy the cheapest thing possible. He’d then spend a lot of time going back and forth to the mechanic to have problems fixed.

His compulsive frugality probably had much to do with my opposite attitude about purchases: buy the very best product that you can realistically afford, even if it means waiting until you have the money. And, until you can afford the best, make do without.

Bagpipe makers will maintain the premise that all of their instruments are created equal in terms of bores and wood quality and workmanship. It’s something of a tradition, and I wonder if it’s the right thing for them to do. The mounts on Highland pipes serve a functional purpose: ferules and caps protect and bind the wood that might otherwise crack and chip; projecting mounts are like bumpers – again protecting the precious wood. Lucky for pipe-makers, it’s a great opportunity to use different materials that vary in their blinginess.

If I were a marketing strategist for a bagpipe maker, my plan would be to include even more superior craftsmanship with the more adorned instrument. In fact, I would position the expense being for, first, the better musical instrument, and then many of the bells and whistles would be factory-installed, but a few extra “packages” could be bought. Take a page from the auto industry.

That’s not to say that my entry-level instruments would be poorly made – on the contrary. I would simply emphasize the fact that those who purchase the all-chased-silver model would also get the very best, darkest, most seasoned blackwood, made by hand by the most experienced turner or, if it’s a CNC machine spinning it out, finished with the discerning eye and talent of a recognized expert human being. A “premium” instrument is more about premium sound and performance as it is about decoration. People will ooh and ah over your 7-Series BMW, but the thing also performs like a rocket. No contest.

I’m not a bagpipe maker, and they know their target markets best. But I am a marketer, and something tells me that the traditional approach to pipe-making, in which all instruments are said to perform equally well, and pricing is only determined by decoration, might well be the wrong way about the whole business.