Years ago, in a much earlier stage of the Internet, a company I worked for commissioned a survey. Even in those nascent days of the web, most recipients indicated that they visited a manufacturer’s website before going to a music store, ordering from a catalog on a toll-free number, or placing their trust with what were early incarnations of e-commerce websites. It immediately … [Read more...]
Category: Branding
Push Me Pull You in Musical Instrument Sales
At a company corporate meeting what seems like a lifetime ago, then VP of Sales Dan Garrett questioned the assembled Ensoniq District Sales Managers. At the time it felt like something of an inquisition, as each of us was asked quite directly “how do you increase sales?” The answers ranged from more training, in-store clinics (big at the time), more sales calls, to other … [Read more...]
Is This a Company or a Rock Band?
In the past few weeks, I have interviewed candidates for an open position at my rep firm. Even after many years of hiring while working for others, I believe I am not a particularly good interviewer, at least in the traditional sense. This time, I Googled some standard questions, but inevitably got caught up in the moment and started telling stories about where we’ve been, and … [Read more...]
Opportunity Knocks in the Musical Instrument Trade
Looking back over a rewarding 41-year career in the musical instrument and pro audio business, I cannot help but reflect on the many opportunities that have presented themselves. Embarking on a new journey can be scary, create a certain amount of anxiety, and inevitably force saying "yes" or "no" to a new adventure. For me, the internal barometer is adrenaline. As I dwell upon … [Read more...]
Musical Instrument Trade Profiles in Excellence
Let’s face it, business today in the Musical Instrument and Pro Audio channels is challenging, and that may be a significant understatement. Supply chain headaches have only increased in recent weeks, and even the heartiest optimist among us may have trouble staying upbeat. The typical run-up to the Holiday selling season is not developing as one would expect and looking back … [Read more...]
Selling is Storytelling, Especially with Music Brands
Time tested wisdom I can envision our ancient ancestors, gathered around a primordial campfire, telling stories of the “before times” to sell a concept, idea or specific action. Selling is in fact storytelling, as firing up the imagination of a customer and framing a picture in their mind is the ultimate way to set up a successful conversation about purchasing. Even … [Read more...]
Partnering with your retailers in the musical instrument and pro audio trade
Increase conversions through Corroborative Selling Techniques
Connecting messages The mind has an uncanny way of connecting text and images; some would say you store everything you’ve ever seen or read in the “file cabinet” of your brain. It stands to reason that during the consideration of an instrument or pro audio purchase, a consumer should be reminded repeatedly … [Read more...]Do You Know How Your Music Brand Is Perceived?
How to monitor and manage online conversations about your brand.
The internet gives music manufacturers 24/7 access to the opinions and complaints of customers via online platforms like Twitter, Facebook, forums, and even videos. Potential customers listen to what’s being said about your brand, and you should too. Brand perception affects purchasing decisions—and … [Read more...]Why Is Innovation So Critical To Music Brands?
State of the Industry. The last few years of growth in the musical instrument manufacturing market have been less than stellar. We could talk at length about the contributing factors, ranging from lack of funding for school music programs all the way up to the booming used-instrument market. While the near future may not look so bright for the marketplace at large, the brands … [Read more...]
