Playback - Winter 2008 - (Page 10) Getting a better return on your investment can be as simple as noting your sales margins and keeping your staff informed. Here’s a quick tip: Look toward the future so that in September, your system starts to change inventory levels for the holidays. Get your staff excited to sell items that have been hanging around for ages to turn stagnant inventory and make room for the latest gear. environment that boosts store traffic, encourages shoppers to linger and to ultimately purchase. “The customer … has everincreasing expectations of the look, feel and service they want to see in shops,” says Paul McManus, chief executive of the Music Industries Association. “Given that new customers are critical to the future success of the industry, we need to have our shops presented in a professional way to meet their high expectations.” For example, pay special attention to store windows and the area in front of the store—two key points that attract impulse shoppers. Make the effort to improve layout, signage and merchandise presentation. “The principles of visual merchandising are not some highly detailed art form, but often just simple ideas—a clear layout, clear ticketing and correctly featured products,” McManus says. “Looking at the shop with a customer’s eyes is often all it takes!” To get fresh ideas, he recommends that music store owners visit other retail establishments to see what works. McManus will give dealers a bevy of merchandising ideas during his presentation. HOw TO MAkE SMArT INvENTOrY BUYS Presented by: Alan Friedman, CPA, Friedman, Kannenberg & Company, P.C. Thursday, 11:30 a.m. 3. Offer Gift Certificates You know your customers are suffering from advertising overload, and it’s becoming more difficult to break through the white noise. Marketing expert Bob Negen says gift certificates will get your hottest prospects on the phone or in your store. “It’s all about giving your customers the kind of experience that makes your business memorable and parlaying that first experience into a highly profitable long-term relationship,” Negen says. Sending gift certificates to potential customers, and asking them to use them or give them to someone who might use them, is a great way to start relationships. Who doesn’t love free stuff? Customers interested in music products and education will jump at the chance to get free gear or lessons, and will make a point of visiting your store. DrESSED FOr SUCCESS! vISUAL MErCHANDISING TIPS TO SELL MOrE! Presented by: Paul McManus, Chief Executive, Music Industries Association Thursday, 2:30 p.m. 5. Amp Up Your Music Program Take responsibility for your music program’s success and get students to commit to music education for the long term. Ravi, a music industry columnist, clinician and consultant, says music dealers have the power to create better music programs and ultimately grow their lesson programs. “There are a lot of issues that frustrate students and parents—everything from noisy lesson rooms, inconvenient parking, scheduling issues, safety issues and messy store environments,” Ravi says. “If the environment becomes as valuable as the particular teacher, then you have a better chance of maintaining those students long term.” Ravi visited more than 100 stores last year to learn about the HOw TO USE GIFT CErTIFICATES TO BrING IN A FLOOD OF NEw CUSTOMErS Presented by: Bob Negen, President, WhizBang! Training Thursday, 2 p.m. 4. Improve the Look of Your Store It’s no longer enough to have products in stock and ready to sell. Music retailers need to create a welcoming and effective 10
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