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How Music Brands Can Boost Visibility and Sales Through In-Store Performance Events

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What music brands can learn from in-store clinics and events.

Two musicians helping music brand by performing at an in-store event

In the music instrument business, where manufacturers are just as passionate as the people who buy and play their products, there is a connection and appreciation for each other not often found in other industries. Music is a highly personal, connective form of communication to many, and demonstrating the instruments that convey this language cannot—and should not—be reduced to video chats and file streaming. Music is meant to be a shared experience between people, and there is an effective way for music instrument manufacturers to introduce potential customers to their new products: in-store performance events.

Clinics, Masterclasses and Workshops

In the days before brands conducted product demonstrations via video hosting and sharing platforms like YouTube and Vimeo, in-store performance events abounded. Nationwide retail outlets and small, family-run mom-and-pop stores alike had a full weekly schedule of in-store performances. These live events were hosted by musicians—both famous and lesser known—in the form of clinics, masterclasses, and group workshops. Not only did these events drive potential customers into the brick-and-mortar stores, but they gave attendees a firsthand opportunity to see how the instruments can be played in ways they may not have thought of. Seeing, hearing, and touching the instruments is arguably the best sales pitch.

“Talking Up” the Brand

During in-store events, the performance artist can talk in detail about your products and address any questions that potential customers may have immediately after they hear the instrument played just a few feet away from them. Taylor Guitars’ award-winning Road Shows events are a perfect example of how combining live performance with product demonstrations can generate excitement and customer engagement with the brand. Taylor factory representatives travel throughout their global dealer network to demonstrate the unique characteristics of each guitar model, share tips on how to select the right guitar to fit one’s playing style and needs, and answer questions about the line. The events are free to the public, and people of all skill levels (or those thinking of purchasing their first guitar) are welcome. Free string and accessory giveaways are also part of the event, creating additional incentive for the public to attend.

Local Musicians Delivering the Message

Don’t make the mistake of thinking that only globally recognized artists should host in-store performance events. Local musicians—who are more affordable and have the chops that will grab the attention of the audience—can be just as effective at demonstrating your products and answering questions. What could be a more targeted plan than working with the artist in advance of the event to identify which product features you’d like him/her to highlight to the audience during the presentation?

Identifying Your Customer Firsthand 

Lastly, in-store performances give you the opportunity to see who your potential customers are. It also allows you to talk directly with them and get feedback about what they think of your products and your brand. Such information is invaluable when developing new products and bringing them to market. Know your customers, and you’ll know what features your products need to appeal to them.

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Filed Under: Audience, Marketing

About Doug Nestler

Sales Consultant | Author | Player
Doug is the author of Sound Marketing: Helping Music Brands Be Heard, and has been involved in the musical instrument and pro audio business for nearly four decades. His expertise is in sales & marketing strategy, key account management, product roll-outs and overall channel management.

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Welcome to the show.

Sound Marketing sits at the intersection of music, sales & marketing. We explore how insightful strategy, focused tactics, and organizational change will help manufacturers be heard over all the noise in the musical instrument marketplace.

My name is Doug Nestler, and I’ve spent 40 years—still going strong—in sales & marketing. My resume includes roles in all areas of channel management and distribution, and Sound Marketing is a way to share my expertise with you.

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