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Category: Trends

Making a sound investment during turbulent times…

desk top with clothespin holding up a sign that says invest in yourself

Uncertainty drives markets crazy, along with their participants. When there is little sense of continuity in any area of business, personal, political, or professional life, the temptation is there to hold off on investing in a new venture. For some, the idea of plunging head-first into uncharted territory when the world is in turmoil may sound counterintuitive at the very … [Read more...]

Dealing with Change When Things Keep Changing…

compass with a tag that reads change resting on a rough wooden plank

Turn and face the strange… Without question, we are living in turbulent times. Uncertainty abounds, and it appears this may indeed be the much-ballyhooed “new normal”. A world where the ground shifts under your feet daily, and the tectonic plates of our culture violently press against each other, creating massive change. Not sure about you, but in my six decades on this … [Read more...]

Innovation by Music Brands in a Post-Quarantine World…

illustration of customers shopping for instruments in a music store

As the nation starts to slowly reopen, how can manufacturers pitch in? Across the United States, bricks and mortar musical instrument retailers begin the process of reopening their stores to the public, albeit quite differently depending on which state they reside in. The past few months have been particularly difficult times for dealers that do not have a significant … [Read more...]

The Three R’s – Resilient, Resourceful and Relentless

Challenging times call for creative measures At the beginning of April, I must admit it appeared that everything was collapsing. Here in my home state of Pennsylvania, we had been on “lockdown” for about two weeks and our business, understandably, had slowed tremendously. The daily headlines and near-panic from some quarters was quite unnerving, and there seemed to be no … [Read more...]

Time is on your side…

Clock face overlaid with musical score

Taking advantage of an extended period working from home Most of us in the musical instrument and pro audio trade are in the same COVID-19 boat, regardless of our role. We are mostly working from our abodes, trying to make sense of the situation at hand, and otherwise assessing what appears to be a rather bleak picture. Suppliers, rep firms and retailers are adjusting to an … [Read more...]

Don’t Fear the Reaper…

musical notes exploding in the sky around a heart shape

Take the long view, as “this too shall pass” Recent weeks have been quite unnerving for us all, in the wake of the COVID-19 “coronavirus” outbreak. Financial markets have tanked as media reports come in, and fear of the unknown can be gripping, to the point of debilitating for some. While reacting negatively to such news is understandable, now might be a good time to step … [Read more...]

Being positive and prepared as a field sales representative

saxophonist in tux, hat and sunglasses playing in front of a wall that says music saves today

Account managers in the musical instrument and pro audio business can affect their own destiny

A recent trip down memory lane brought back reflections of days gone by, but has anything really changed? Yes, retail channels have consolidated, and the rise of e-commerce has made an indelible mark on our business. Rather than complaining about the upheaval, how about … [Read more...]

How technology has changed the life of the field sales representative

city street scene, showing old-style pay phone in the foreground

Musical instrument and pro audio road reps have the world at their fingertips today

One sunny morning in 1987, I drove north on Route 15 from Frederick, Maryland, to Harrisburg, Pennsylvania. I had recently taken on the Mid-Atlantic Region for Ensoniq, an up-and-coming manufacturer of synthesizers and sampling keyboards. My wife and I had pulled up stakes and … [Read more...]

The First Musical Instrument Salesmen

Ancient musician blowing a horn, surrounded by various musical instruments

Consolidation of our retail channels, and the first musical instrument salesmen

To help us understand the changes that have occurred in our industry over the past couple of decades, and to put things into some historical context, please enjoy this tongue-in-cheek allegory. 😊 Contrary to popular belief, account managers in ancient Mesopotamia sold more than just … [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...]

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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