For three decades, Dan Smith has been a familiar, if elusive, presence in New York City, his simple flyers advertising guitar lessons appearing on lampposts and storefronts across the five boroughs. Now, Smith's grassroots marketing campaign has reached its zenith with a Times Square billboard, a testament to his enduring visibility and the city's unique embrace of his modest advertising.
Smith began plastering the city with his flyers in 1992. The ads, characterized by their plain design featuring his photo, contact information, and the straightforward slogan "Dan Smith Will Teach You Guitar," became a recurring sight for New Yorkers. Initially, the campaign yielded few calls, but over time, it built a steady client base that allowed Smith to leave his job in the restaurant industry.
His public profile grew significantly around 2000, coinciding with the rise of the internet, after he began including his photograph on the flyers. Smith has often spoken about his preference for the tangible, analog nature of print advertising, valuing the personal interactions he has with store owners when seeking permission to hang his posters. This approach, he believes, fosters deeper relationships than digital advertising.
The minimalist and consistent nature of his flyers inadvertently created a recognizable brand. The phrase "Dan Smith Will Teach You Guitar" became a cultural touchstone, referenced and parodied in various media, including "The Daily Show," "BoJack Horseman," and songs by John Mayer.
The Hewlett Packard printing company is now celebrating Smith's unique advertising journey through its "Hometown Heroes" campaign, featuring his story on the Nasdaq billboard in Times Square from September 14 through October 12. Smith described this recognition as a profoundly rewarding acknowledgment of his 30 years of effort.
Despite this significant exposure, Smith's daily routine remains largely unchanged. He continues to open his studio in the morning, teach throughout the day, and dedicate his free hours to the familiar practice of posting flyers across the city.
Among his notable students is former New York Governor David Paterson. Paterson recalled seeing Smith's flyers and decided to resume playing guitar, eventually becoming a student. Smith adapted his teaching methods to accommodate Paterson's visual impairment, focusing on tactile learning. Paterson lauded Smith as a "quiet hero" and praised his "grassroots" impact and "ingenious" flyer strategy, noting that Smith's lessons create a sense of belonging to an "underground club."
Ivan Rivera, another student, found Smith after spotting a flyer in a deli. Rivera described the lessons as therapeutic, extending beyond music to include conversation and friendship. He expressed enthusiasm for Smith's Times Square recognition.
Smith views his long-standing connection with New York City as symbiotic. "NYC is fertile for anybody with a dream, and putting my small flyers up helped me find my voice, so it’s the perfect place," he stated.