Marketing Techniques and Sales Routes

Geoff Lawton had a flair for publicising his saxophone mouthpieces, initially making personal contact with saxophonists playing in the same bands with him and then by approaching British and American musicians performing at local venues. When he was making Lawton-Barton baritone mouthpieces in the early to mid 1960s, Geoff contacted visiting US players such as Charlie Fowlkes, Harry Carney, Gerry Mulligan and sold his baritone pieces to British players including Jimmy Staples, Les Lovelady and Roy Reynolds. Later in the 1960s he provided Lawton metal mouthpieces to London session musicians and one of his early alto pieces to Johnny Dankworth who used it for more than 30 years.

At a time when there were few brands of saxophone mouthpieces made of metal, Geoff raised the profile of Lawton-Barton and later Lawton mouthpieces using interviews and articles in the UK jazz musicians’ magazine Crescendo. He provided news items to Leslie Evans who wrote the Crescendo “Reed Clinic” which covered reed instrument equipment and “name” players as well as providing playing and improvisation instruction. Leslie Evans was a teacher in London and also ran a mail order business providing reeds, mouthpieces, music books and accessories and he produced some early mouthpiece tabulation charts for single reed instruments.

The mouthpieces were being sold directly by Geoff in person at his home and by mail order throughout the 1960s and into the 1970s and also through some suppliers such as Leslie Evans. From the 1980s onwards Lawton mouthpieces were increasingly sold via music shops such as Bill Lewington’s in London and Manny’s in New York.

Since Geoff's death in 2003 sales have been made only through retailers. Depending on the models, sizes and materials they hold in stock, they may have to ask Jason to make particular mouthpieces that a customer requires.

Magazine Advertisements

As well as using word-of-mouth publicity, Lawton advertised in UK music magazines such as Crescendo and Melody Maker. The Lawton advertisements in Crescendo appeared almost every month from 1966 until well into the 1980s and give an interesting overview of the developing model range and increasing prices in an era of high inflation.

Lawton advertisements also appeared occasionally in the US magazine Saxophone Journal between 1996 and 2000.


Lawton Adverts from Crescendo

Lawton Advert from Melody Maker 25 May 1968

Lawton Advert from US Saxophone Journal May/June 1996

Lawton's A4 Brochure

In 1967 Geoff designed his own brochure that took the form of a two-sided A4 leaflet, folded to give four panels on each side. It provided details of the available models, sizes and materials and had colour pictures of the mouthpieces. The leaflet included the address and phone number for Lawton Mouthpieces (his own home/workshop) but gave no prices. The first leaflet said “the mouthpieces can be had on seven days approval on receipt of the cash price” but that doesn’t appear on later brochures.

Geoff periodically updated this A4 leaflet throughout the rest of his life, covering the newly-introduced models but using essentially the same layout and similar wording. The colour pictures were dropped and later leaflets were just black and white.

Lawton's First A4 Brochure (1967) with Geoff's writing

(courtesy of Gary Carner of PepperAdams.com)

Lawton A4 Brochure (c. 1978)

Lawton A4 Brochure (c. 1989)

Lawton A4 Brochure (c. 1990)

Lawton A4 Brochure (c. 1991)