Playback - Spring 2009 - (Page 22) RETAIL don’t just host a clinic—make it an event To reach more local musicians, Ravi suggests turning your clinics into entertaining and inspiring “events” that showcase your store’s inventory and services—and appeal to a community hungry for entertainment during tough times. Like anything of value, results require investment. Your manufacturers might pitch in for the clinician and promotional materials, or you could ask your clinicians for a deal—after all, they need to work too! Look for someone who will focus on the store, its inventory and the needs of the attendees—not just his/ her own chops and favorite gear. A good clinician can both captivate the audience and generate goodwill for the store by educating customers on what to ask when shopping for music products. He or she should also be able to train and inspire your store’s sales staff, as well as your teachers. ravi Musician/Clinician Charlottesville, Va. To promote your event, distribute press releases to local media and ask the clinician to be available for interviews. Community events, especially those with a charitable angle, are often worthy of free press. Consider a low-cost raffle with 100 percent of proceeds benefiting a local charity, or charge a small cover and waive it for anyone who brings canned goods. Neighboring restaurants might provide complimentary hors d’oeuvres in exchange for cross-promotion. Musicians are always eager to check out gear, and nothing beckons louder than free food! hold an instrument petting Zoo This is a great way to reach parents of school-age kids who have an interest in instrumental music. Three years ago, John and Nedra Pedersen held their first “Back-to-School Musical Instrument Petting Zoo,” dividing their store into three exotic territories: Woodwindland, Brassland and Stringland. When the parents and kids arrived, the Pedersens greeted them with a passport to the world of instrumental music, which featured pictures and histories of all the instruments in each grouping. Their passports were stamped at every land they visited. john & nedra pedersen Pedersen’s Band & Orchestra “At each station, one of our teachers would demonstrate the instruments and then let the kids play any Burbank, Calif. instrument they were interested in,” says Nedra. “Each kid got a mini lesson and most were playing a tune before they left; the excitement this generated was incredible.” Upon reaching the end of their tour, each child was asked to write about which instrument they found most exciting, giving the Pedersens the opportunity to tell the parents about their products, rent-to-own plans and private lessons, as well as music folders containing brochures for all their products and services. John and Nedra say this has been their most successful promotion to date, not only increasing long-term business but also helping build relationships in their community. They now hold their annual Instrument Petting Zoos two Sundays in a row, promoting them in their local newspaper and parenting magazines. 24 PLAYback 22
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