Henning's guitar company has developed an innovative 'Shelter Program' that reimagines how guitars with minor cosmetic imperfections are sold, using the metaphor of animal adoption to transform potential negatives into unique selling propositions. Instead of labeling these guitars as 'B stock' or 'used,' they are presented as 'adoptable' instruments with positive reframing language—surface scratches become 'marks of rock and roll,' small lacquer dents become 'beauty spots,' and minor finish imperfections become 'one-of-a-kind texture.' The program implements a transparent class certification system (Class A: 10% off, Class B: 20% off, Class C: 25% off, Class D: 30% off, Class D+: 40%+ off) that clearly communicates the discount based on condition. This approach demonstrates how companies can creatively reframe product imperfections to create emotional connections with customers while maintaining transparency about the actual condition of their products.
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THIS IS JUST COOL !!! HENRY'S SHELTER PROGRAMAdded:
[music] [music] >> Okay, here we got the poodle. That's kind of cute, [music] but I'm I'm not so interested in a poodle right now.
Looking for something different. What do we have?
Go away. Okay.
Oh, what do we have [music] here?
Ooh, that's kind of nice.
Looking for a new home. It's got a little bit of a boo-boo there. What is it?
Let's [music] see.
Oh, just a tiny scratch. You'll be fine.
You'll be just fine. You'll You'll be fine. Put the Put the >> [music] >> Band-Aid back on there. Yeah.
I think we could take you home.
Let me I'll put you back, but let's see what's in the other cages. In the end, I'll probably [music] take you all home, huh? Yeah.
Don't know where the poodle is. We'll just We'll just close this back up.
Okay, here's another cage. Let's see what's there. Oh. Oh, you poor thing.
They put a muzzle on you. Are you dangerous?
Do you rock and roll too hard?
Let's see. Come here.
You're not going to bite me, right?
You're not going to bite me.
>> [music] >> Come here. Oh, you got a big boo-boo.
You got a big boo-boo there. Come on.
Let's take this off. Be nice.
Okay.
See? Yeah, we don't We [music] don't need this. Oh, what a What a big boo-boo do you have?
I mean, you're older. You have scratches everywhere. I mean, the boo-boo is not [music] going to matter.
There's another poodle. They have a lot of poodles here.
Hm? What do you think? [music] Should we take this one home?
I think we should take them all home, huh?
Yeah.
Yeah, that just happened. Hello, and welcome. Henning Pauly here. HP42 is the channel. If you've been following guitar gear-related videos, you probably stumbled across a few that have talked about Henning's guitars from the Czech Republic.
Strats, Talies Primarily, they've got acoustic guitars as well. There's now [music] a bass, the cat bass right there. It's crooked.
And [music] everything they do, they do with a lot of love for the subject.
Beautiful little Easter eggs, and they just have a brilliant marketing department.
So, today we're talking about their shelter program, which I think is, honestly, one of the most brilliant things I've ever heard in the guitar world.
They have great QC, and they don't want to hide >> [snorts and music] >> some flaws of a guitar simply because they're, you know, aged or whatever. No, their QC is great. Every guitar gets checked.
Get it gets checked cuz they're in Prague.
And if they find anything that's not perfect, what happens usually? Well, they're not going to burn it. That's stupid. Just because a guitar has a scratch, that would be wasteful.
Often, companies would maybe sell these used or as B stock, whatever. And that's exactly what they're doing. They're reducing the price.
They're giving you a B stock guitar, but they're not calling it B stock.
They're calling it the shelter program, and you can adopt it, which I think is brilliant. So, apparently, well, I'll I'll show you how they come.
Let's take these out of the box, shall we?
>> [singing] [music] [music] [singing and music] [music] [singing] [singing] [music] [music] [music] [singing] [music and singing] [music and singing] [music] [music] [singing] [music] [music] [music] >> So, here we go. I don't know which one this is.
But I I simply think calling it an adoption program because, you know, they're not perfect anymore. That's what what I mean. Actually, when you adopt an animal, just because it's in the shelter, doesn't mean it's, you know, not not perfect.
So, we have this really nice satin white, which I really really see anywhere.
Yeah, uh trim, um by the way, is in the in the case. And I absolutely am in love with the idea that they check these and then put Band-Aids on the boo-boos.
That is just so great.
So, under the Band-Aid, you see that there is a crack in the finish. Can you see it?
Nope. Can you see it now?
Maybe. Right there.
Uh really not a big deal. I mean, of course, it's the guitar isn't aged. So, on the sheet, I absolutely love this.
There's an adoption certificate filled out by hand by the QC department.
Uh it says what the serial number is, what date, and so on. And there's the character marks, the condition report.
Surface scratches are handled as mark of rock and roll, which is true.
Small lacquer dents are called beauty spots. This doesn't have that. It just has a scratch.
Minor finish imperfection is a one-of-a-kind texture. I just love using words to, you know, put a positive spin on it.
It gets a stamp, >> [snorts] >> and then it gets a class certification. This is class D.
Meaning, because of this little scratch, it's now off 30%.
So, there's class A, 10%, class B, 20%, class D, 30%, and class D. Cuz A, B, C A B What did I say?
Let's see. This is laughing.
Letters are hard.
This is D, 30% off. But there's also D, 40% and over.
And [snorts] I just love this. Let's get some Actually, this hasn't been tuned. So, I'm going to go take this Helix Stadium XL here and tune it. Of course, oh, you have to also plug it in. I'm going to leave the Band-Aid on. I I love this.
This is lovely lovely Band-Aid. Of course, like all the Henning's guitars, they they sound good. They got locking tuners, all that stuff.
Tuners are solid.
Playability is great.
We've got these ring inlays, which I love. You know, you you've probably seen the reviews. Now, you can get a Henning's guitar that needs a home for less.
Let's get some sounds, and I'll show you some product shots. Here we go.
>> [music] [music] [music] [music] [music] [music] [music] [music] [music] [music] [music] [music] [music] [music] [music] [music] >> Functionally, the guitar is in perfect order. It has a little scratch.
I wouldn't care. 30% off.
Let's look at other one. Which is Honestly already aged.
Of course, as you saw in the unboxing, you're getting the little mat with it, which is, you know, cardboard thing to work on it. You're getting the little neck stand with it. You're getting the certificate for the tree that they plant in your honor. You're getting the gig Everything is The thing has a scratch 30% off.
Now, this is an aged model, HSS orange.
And why in the world would any kind of imperfections on an aged guitar matter to you?
And I hope I really hope they're doing this whole bandaging on all of them, because that is just so fun. This is so cool. So, I'm I'm going to have to take this off.
So, I don't know where the blemish is here.
I try I try to look. I try to find it.
This is aged. I mean, you know, from from a couple meters away, it looks decent. From too close, you can see that it's, you know, a cheap aging, but that's fine.
But why would any kind of The pick guard has some scratches, but it there's still the plastic on everything.
Oh, yeah. You also have push push on there.
I honestly cannot find where this would be dinged, because it's dinged everywhere.
Maybe here? I don't know.
So, it's 10% off.
Get this.
That's ridiculous.
Let's get some close-ups of this.
Actually, let's tune it first. And then it's close-up time.
Those tuners are pretty damn amazing for a guitar in its price range.
>> [music] [music] [music] [music] [music] [music] [music] [music] [music] [music] [music] [music] [music] [music] [music] [music] [music] [music] [music] [music] [music] >> Yeah. Uh what a lovely idea. What a nice way to get you savings on guitars that you want with little scratches that you probably don't give a about if you're looking for a guitar that you're actually going to use and beat up anyway. This one's beat up already. So, I think it's dumb for them to give them away for that price, but I love how they're doing it.
The cat and all that That's about the cat bass. Watch that video. So, yeah.
It was my job to tell you about the Henry's Shelter Program.
And I now have done that.
I'll put links below. Please sign up to my newsletter where you might find out about things like this and courses and giveaways and used gear sales here on the channel. All that stuff. Sign up for the newsletter. Link below.
Um link below to Henry's. Please use it.
And as always, animals at the end. Set fire >> [music] >> to my freedom.
My mouth bleeds sweet [music] freedom.
I gave all I [music] had to give.
Ain't going to make it.
>> [music] >> Don't tell me I'm a slave.
>> [music] >> I've been waiting patiently and faithfully [music] a long time.
>> [music] >> I need you to set me free.
Set [music] me free.
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