Playback - Summer 2008 - (Page 24)

INTERNATIONAL Spotlight on Local Community Music Stores around the Globe shEEhan’s MusiC sErViCEs, ltd. • lEiCEstEr, u.K. As NAMM celebrates the local community music store at 2008 Summer NAMM, we want to share the stories of successful retailers around the world. Noel Sheehan of Sheehan’s Music Services, Ltd., shares his view on the identity of his store in his Leicester, U.k., community. How do you think a music store can best establish itself in the community? Customer loyalty stems primarily from their satisfaction with the standards of service you offer, and your efficiency in delivering what you promise. “You have to find ways to contribute to the musical community. In our early years we hosted many master classes and other educational events, which added to what was on offer through the local teaching service. On the guitar side we organised concerts for the endorsing artists of our favourite brands.” What steps have you taken to build a loyal customer base in your area? “Customer loyalty stems primarily from their satisfaction with the standards of service you offer, and your efficiency in delivering what you promise. We do build strong personal relationships with some of our customers, but that’s just an added bonus.” Do you have any programs or events that have worked successfully to draw in new customers of all ages? “Yes, many. We organise Acoustic Avalon, which is the U.K.’s largest and longest-running acoustic guitar show. (The first show was in 1995.) It is a national event and attracts visitors from all corners of the U.K. and beyond. We run Weekend Warriors programs throughout the year with the help of a former staff member. We have also piloted a project called “2nd Wind” with the Music Industries Association (the U.K. equivalent of NAMM). The aim is to attract lapsed wind and brass players back into music making, and also to provide a musical outlet for the many adult learners in the local community. It has proved extremely popular and is growing all the time.” Does your store have a community mission/plan/goal? “To continue the process of making the store an integral part of musical life in our area.” Do you offer lessons? “We moved our store in May of this year. Part of the new store is a 12-room teaching school, which we hope to fill!” Do you work with local schools/educators to build a network with students? “We certainly try. As in most areas there are a few particularly dynamic educators. We have learnt over the years to put our efforts behind them.” 24 PLAYback

Table of Contents Feed for the Digital Edition of Playback - Summer 2008

Playback - Spring 2008 Contents From the President NAMM Events Music in the News The Local Community Music Store: A Family Affair Commercial Retail Washington Watch Reps in the Field New Domestic Members International NAMM Foundation Music Notes Resources Viewpoint Playback Supplement : Summer NAMM08 Concerts & Events Artist Appearances What to See NAMM University Sessions

Playback - Summer 2008

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