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Category: Partnerships

The Year in Review – A Roller Coaster Ride in the Musical Instrument Trade

close up of a vinyl record playing on a turntable with holiday decorations in the background

To say that this year has been tumultuous would be quite an understatement. We started 2022 with many manufacturers still struggling to get product into the country, especially fretted instruments. The cost of shipping a container had skyrocketed throughout the pandemic, and the Port of Los Angeles and Long Beach had seemingly endless backups. Finding inland transport was also … [Read more...]

Musical Instrument Trade Profiles in Excellence

navigation compass pointing to excellence at the north

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...]

Reciprocity – the key to a successful vendor-dealer relationship

bearded music store dealer with crossed arms standing in front of music equipment and instruments

Mutual respect, empathy and understanding are at the foundation of great business

  When examining “how things work” in the musical instrument and professional audio trade, the working relationship between vendors and dealers is top of mind. This is a critical component within the supply chain, involving both people and policy. The shared goal is to create … [Read more...]

Relating to various constituents in the musical instrument and pro audio vertical

illustration of cool cat in headphones wearing cap

Understanding buyer and staff psychology can improve your sales effort

Manufacturers and distributors in the Musical Instrument and Professional Audio trade have a vested interest in understanding buyer psychology. If you can connect empathetically and meet the buyer’s needs, prospects for revenue growth go up. All buyers are not alike, but they do have similar … [Read more...]

Partnering with your retailers in the musical instrument and pro audio trade

illustration of electric guitar with wings in a decorative background

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...]

Why Musical Instrument and Pro Audio Channel Brands should support local events

young musician in leather jacket playing electric guitar with group in rehearsal

Getting the most out of your relationships with bricks & mortar dealers

  As a manufacturer in the musical instrument business, you’re always looking for ways to support your dealer network. This includes the physical stores that in recent years have been under pressure due to increased competition from online sales. There’s no question that customers … [Read more...]

Contact Center Training Tips for Musical Instrument and Pro Audio Channel Brands

group of smiling employees in a training session

Getting the best possible results during your visits to music retailer call centers

It’s no secret that in recent years, musical instrument e-commerce retailers have grown tremendously. The larger ones have well-developed Contact Centers with varying staff sizes, and most all of them welcome key vendors to provide product training. I can say from first-hand … [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...]

The Role of Education in Marketing Music Brands

young music student wearing headphones at an electronic keyboard

Three ways that supporting musical education can create new customers.

Musical instrument sales have been steadily decreasing over the last decade, yet there are more manufacturers of musical instruments than ever. There are many reasons for this phenomenon, including a cultural shift towards digital and highly produced music and fewer live concerts that might … [Read more...]

How Agency Partnerships Help Music Brands Grow

an agency team working with clients at a conference table

When it’s time to look beyond your internal resources.

Over the past seven years of NAMM attendance, I’ve been really excited about what music brands are bringing to the marketplace. So many talented builders and designers are putting out supremely innovative, cool and inspiring products, the kind of products that push me and many others to take a fresh look at … [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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