Playback - Spring 2009 - (Page 23) host a thank you party At the end of each school year, the folks at Brass Bell Music hold a “Thank You Banquet” for their local band & orchestra, choir and music directors.They also invite new prospects to attend. “I can’t even begin to express how much ‘public relations’ value this event generated for our business,” says Tristann Rieck, owner of Brass Bell Music. “The first year we held this event we had 39 people attend. This past year we had 78 people attend. So far, it looks like we’ll have over 125 attend this year’s Thank You Banquet. And, oh yeah, it was really fun!” tristann rieck Brass Bell Music Milwaukee, Wis. launch a new horizons band program Want to tap into the affluent senior and baby boomer markets? Nick Rail suggests starting a New Horizons Band program or “NHB.” Nick has run his own NHB since October of 1995—with great success! “We had 33 people turn out for our initial band meeting, and today it’s a mature group of about 85 people. A majority of the original members still belong.” There have been two marriages in the band, as well as several offshoot groups, including a brass quartet, a clarinet choir and a Dixieland band. “Best of all, we have received enormous recognition in the community for supporting this venture, not to mention rentals, sheet music and accessory sales, and oodles of pro instrument purchases,” says Nick. “It never ceases to amaze me how many dealers don’t take advantage of this program. Aside from the income it generates, it’s one of the best feel-good promotions you could be part of. Add in the income, and it’s a home run.” nick rail Nick Rail Music Santa Barbara, Calif. get free press! Zach Phillips’s advice is simple: Use the press. In his opinion, this is by far one of the best—and most effective—ways to get more for less. “Music retailers talk a lot about stretching their advertising budget, but don’t talk enough about public relations,” says Zach. “An article in a community newspaper about a music store’s charitable activities, youth outreach or music education programs can generate a lot more interest, goodwill and foot traffic than any paid advertisement. And, not least of all, it’s free.” Zach suggests taking 20 minutes to write a compelling, newsworthy press release before and/or after you host an event or donate an instrument to a worthy cause. Keep the press release to one or two pages, and include all the vital information (the “who,” “what,” “when,” “where” and “why”). Follow up with a call to the reporter/editor to see if there’s any other information they need. In the next PLAYback, look for the “7 Best Financial Ideas to Improve Your Business—Now!” Zach phillips Music Inc. Magazine Elmhurst, Ill. SPRING 2009 23
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