International Guitar Month (IGM) was an annual celebration of guitars and guitar products that happened every April beginning in 1987. IGM was sponsored by GAMA and NAMM to help retailers create interest in their stores, attract new customers, and to develop loyalty.
Leading radio outlets, networks, syndicators, talent and labels promoted IGM. ABC Radio Networks (Z Rock, Country Coast to Coast), Radio Today (“Flashback”), Radio Express (“American Top 40”), Global Satellite’s “Rockline”, SW (Sony Radio) promoted the IGM message of music participation and education. The commercial value of the media exposure in 1995 was estimated to be $1,230,500.
International Guitar Month also included point of purchase retail promotions in the form of IGM kits. Music retailers could order an IGM Kit that included: sample merchandise and 50 concepts for IGM activities and events. Typical events included: the great guitar toss and fastest guitar player competition. IGM tee-shirts, posters, and IGM logo (of a guitarist in mid-leap) were also made available to music retailers.
In 1995, GAMA filled 1,157 dealer requests for IGM ’95 Kits. Dealers purchased: 830 t-shirts; 5,558 IGM Sale Hang Tags; 357 posters; 575 Buttons; and 1,719 pressure sensitive logo labels. GAMA member firms also supplied products including 45 guitars.
International Guitar Month was ended in 1996 when GAMA decided to focus its resources on its Teaching Guitar Workshops. A final announcement informed retailers that IGM images would be free to use.