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Category: Audience

Follow Your Dreams – They Just May Come True

The Crossroads Guitar & Art - gallery

Several years ago, I wanted to create a cultural arts center in a beautiful, albeit older bank building in our former hometown. The idea was to bring together art, photography, and music under one roof, but the timing wasn’t right, and the concept was set aside. While disappointing, the notion of doing this never left my imagination, and the first week of October will finally … [Read more...]

Get Out and Play!

the brick wall of an old theatre has the words Stage Door painted near an entrance

My last few blog posts have been squarely focused on the current and more recent situation in the musical instrument and pro audio business, much of which called out the challenging times we find ourselves in. Our “aspirational customers” are still sitting it out on the sidelines, there’s way too much fretted instrument inventory in the channel, and uncertainty permeates the … [Read more...]

The Many Modes of Effective Sales Communication

two young boys communicate cutely using tin cans and string

Growing up in the musical instrument and pro audio business, the primary modes of interaction were telephone and in-person communication. In the early 1980’s, working at a busy retail store in suburban Philadelphia meant using the phone to “reel someone in” so I might have the opportunity to demonstrate keyboards or sell live sound equipment. I can recall assurances made to … [Read more...]

Rock Festival Opportunities for Musical Instrument and Pro Audio Channel Brands

smiling musician holding electric guitar and flashing heavy metal horns sign with left hand

The industry needs new music makers - here’s one organization making a difference

The industry needs new music makers - here’s one organization making a difference It’s a common topic – where are the new musicians? We complain about the video games and apps that distract young people. Or we listen to the critics who comment that the guitar business is dying – … [Read more...]

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

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

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

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 … [Read more...]

Three Ways Reverb.com Creates Relevant Content (and How Your Music Brand Can Too)

controls on an amplifier featuring reverb knob

Using customer data to create better content.

Reverb.com, a site that enables users to buy and sell music gear online, is giving huge online marketplaces like eBay and Amazon a run for their money. The music brand does it by creating highly relevant content that is aligned with user interests. What your music brand can learn from Reverb.com, and how it creates … [Read more...]

Are music brands annoying their social media fan base?

Annoying WTF burst image

Five things you might be doing to piss off your audience.

Social media is, without question, one of the most powerful weapons in a marketer’s arsenal, especially when you’ve got a rock-solid content strategy to back it up. A successful social media presence doesn’t come overnight, of course. It’s an ongoing cycle of testing, measuring and finessing the program to … [Read more...]

Customer Feedback Helps Music Brands Prosper

we want your feedback bullhorn illustration

The importance of inviting customers into your brand.

The way people engage with brands has changed drastically over the past decade, largely thanks to social media. Rather than being spoken to, customers enjoy a dialogue with the brands they love. They yearn to participate, especially in an enthusiast category like music industry manufacturing. If your brand … [Read more...]

What Music Brands Can Do to Build Legions of Loyalists

Learn how cultivating loyalty boosts sales and momentum for your music brand.

If you work in marketing for a music brand, you spend your days planning, tweeting, posting, making videos, handling media, developing advertising and a myriad of other tasks to help build your brand. But there should be a bigger payoff than simply awareness and healthy sales. Your … [Read more...]

How Influencer Marketing Helps Music Brands

Under the Influence stamp

An introduction to influencer marketing.

What is influencer marketing? There has been much buzz around influencer marketing recently, and for good reason. With messaging control increasingly shifting from brands to consumers, the slow but real decline in content engagement, and the rise of ad blockers, influencer marketing programs provide brands with an effective … [Read more...]

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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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