FALL 2007
The Power of Promotion
Show Wrap-Up
PAGE 14
Five NAMM Member Retailers Share the Creative Promotional Strategies that Helped their Businesses Thrive As seen in the New York Times! CONTENTS
14 The Power of Promotion Five NAMM Member retailers share the creative promotional strategies that have helped their businesses to thrive.
4 From the President 23 Washington Watch NAMM President/CEO Joe Lamond NAMM Exhibits at the National shares his belief in the local community Conference of State Legislators • music stores and their ability to come NAMM’s Work Protects the Industry up with fun, creative promotions that in the Pernambuco Wood Debate can make them a destination. 24 International 6 NAMM Events Report from Summit VI: Strategies The Sounds of 2007 Summer NAMM: for 2017, by Scott Robertson Hot Products, Business Meetings, Industry Education and Plenty of Live 26 NAMM Foundation Music • And the Show Goes On … In NAMM-Funded High School Musical Nashville • Anaheim Housing and Grant Program Launches • Making Registration Now Open! • What’s New Music Helps Make the Grade • NAMM in Anaheim! Grant Helps Teach String Educators Alternative Approaches • NAMM 12 Music in the News Sponsors Music Week at Chautauqua • Wanna Play? Campaign Ups the Ante • Museum Web Site Gets Makeover NAMM-Sponsored TV Show, The Piano Guy, Wins Two Emmy Awards • Second 28 Music Notes Installment of The Music in Me Airs FTC Investigation Update: The Leegin on HBO • Blue Devils Win DCI World Decision on Price Floor Bans—What 14 Championships—NAMM Members Happens Now? • SupportMusic Come Out Winners Too! • NAMM Coalition Member Drive Rallies NAMM 6 Sponsors Its Fifth Rose Parade Float Members to Get on Board • Who Wants to Make Music? A Weekend Warrior’s 18 Commercial Firsthand Account • NAMM Welcomes 5 Tips for First-Time Exhibitors • Its Newest U.S.-Based Members Industry Bookshelf: Powerful Exhibit Marketing: The Complete Guide to 32 Resources Successful Trade Shows, Conferences, This section provides a full listing of and Consumer Shows, by Barry Siskind NAMM resources that can benefit your • SupportMusic Brochures Find a New business. 13 Distribution Channel 34 Viewpoint 20 Retail Key takeaways shared by Global 34 Three Members Share “What Worked Summit VI speakers and respected for Me” • NAMM Retailers Reach Teens business leaders. by the Thousands During Vans Warped Tour
22 Reps in the Field 5 Tips for Training Your Team, by 21 Paul Friedman THE BEAT
A Note from Joe
Make Your Store a Destination
Creating a successful promotion that Our goal in sharing some of these success sparks a love of making music for the stories in this issue of PLAYback is to people who come through your door has provide the same sense of inspiration we to be the best feeling in the world for a all had at the meeting and encourage music retailer. others to follow their lead.
This issue of PLAYback is very special While working at Skip’s Music—in my to me because I believe that continually opinion, still one of the best market offering promotions, lessons and developers out there—the business of memorable events are what can make retailing was always a challenge, but we a community music store the absolute accepted that gladly. Inventory control, hub of the local music scene. It’s your staffing issues, evenings and weekends, chance to develop relationships with your being there when the store opened, customers and become the place—like being there when it closed, it was all a in the TV show Cheers—where “everyone lot of work. But doing the things we did, knows your name.” The feeling of walking initiatives such as Weekend Warriors and into a store where everyone recognizes you Stairway to Stardom, that was the fun I have total faith in can’t be replaced by anyone or anything. part—what made it all worthwhile. It was local community the creative promotions we hosted that I have total faith in local community made me remember why I got into this music stores—it’s music stores—it’s where I bought my first business in the first place. I believe it can drum set, where I got my start in this do the same for you and help to rekindle where I bought my industry and where I saw firsthand the that creative spark. first drum set, where power of creating new music makers. This issue highlights just a handful of all the If you’re not sure where to begin, NAMM I got my start in this amazing promotions going on out there in has plenty of programs to help you get NAMM Member stores. started. Just give us a call and we’ll find industry and where the one that’s right for your store. I saw firsthand the If you attended Summer NAMM in Austin, then you already know that there is no power of creating shortage of great ideas in our industry. Sincerely, During the NAMM University Town Hall new music makers. Meeting: “It Worked for Me,” a savvy This issue highlights panel of music retailers explained their unique secrets for success (see page 20). just a handful of But equally impressive were the dozens Joe Lamond of attendees who stood in line to share NAMM President and CEO all the amazing their store’s creative promotions with their promotions going on peers. I think the synergy of people in our industry exchanging solutions and ideas out there in NAMM empowered everyone there and it turned out to be one of our best NAMM University Member stores. Breakfast Sessions to date. a} {Geartopi(geer-toh-pee-uh) Noun 1: an ideal place abundantly rich with musical products 2: an MI professional’s heaven or perfect world 3: a place or condition of utmost musical happiness or delight 4: See [The NAMM Show]
OK, you might not really find Geartopia in the dictionary, but you certainly will find it at the Editorial Director NAMM Show. Come and check out the: Deborah Brada s} Communications Specialist mu Lara Severson or • Hottest New Products on the Market rn Art Director • FREE, Focused Business-Training Seminars Stuart Robertson{Orde (or-d&r-’nor-m&s) adjective • NAMM U Breakfast Sessions Addressing Graphic Designer Today’s Industry Issues Megan Nelson 1: an exceedingly large, unexpected order Production Coordinator 2: having an immense number of people • Business Services that Can Save You Jonathan Moyer wanting to purchase your products Thousands of Dollars Each Year 3: [see the NAMM Show] • Fun in the Sun AND Star-Studded Nightlife NAMM Executive Committee Chip Averwater, Chairman; Tom Schmitt, Vice Chairman; Kevin Cranley, Treasurer; Larry Morton, Secretary; Joe Lamond, President/CEO
NAMM Board of Directors Tom Austin, Rick Drumm, Robert Eastman, Gary Hanser, Rosi K. Johnson, Brock Kaericher, Harvey Levy, Bryan McCann, Joel Menchey, William Mendello, Dale Miller, Jerome Murphy III, Qian Ni, Barbara B. Paulsen, John Paulson, George Quinlan, Jr., Bill Reim, Richard Rejino, Alan Rosen, Jim Rupp, Dean Samuel, Denny Senseney, David Teeple, Mathias von Heydekampf and NAYMM President Michael Kirman
NAMM Staff Directors Dominique Agnew, Associate Director, Trade Show Sales; Cathy Beckett, Director of Administration; Judy Dodds, Director of Membership Services; Betty Heywood, Director of International Affairs; Kevin Johnstone, Director of Trade Shows; Gary Melikian, Director of Technology; Mary Luehrsen, Director of Public Affairs and Government Relations; Larry Manley, Chief Financial Officer; Patricia Martin, Chief Operating Officer; Melanie Ripley, Associate Director, Member Contact Center; Scott Robertson, Director of Marketing & Communications; Morgan Ringwald, Director of Market Development; Ken Wilson, Director of Professional Development
Governmental Affairs Goldberg & Associates; Nelson, Mullins, January 17–20, 2008 Riley & Scarborough LLP Washington, D.C. Anaheim Convention Center NAMM PLAYback is published quarterly by NAMM, Anaheim, California the International Music Products Association® Inquiries should be sent to: thenammshow.com Editor, NAMM PLAYback, 5790 Armada Drive, Carlsbad, CA 92008 Phone: 760-438-8007, ext. 125 Fax: 760-438-7327 e-mail: [email protected] NAMM EVENTS
The Sounds of 2007 Summer NAMM: Hot Products, Business Meetings, Industry Education and Plenty of Live Music
Three days of quality time for business, new tips from industry innovators and a variety of musical performances set the scene for 2007 Summer NAMM in Austin, Texas. Buyers from across the country came to the show to see the latest products for the winter and holiday months from the suppliers.
For many of the 80 first-time exhibitors, 2007 Summer NAMM proved to be a successful experience—and one that created major industry publicity, as local media from ABC, FOX and the Austin American-Statesman converged on the show, helping exhibitors spread the word about their latest products.
When the doors closed on the final day of the show, there was an overall decrease in registrants from the 2006 summer trade show in Austin, with 12,845 total registrants for the three-day event. However, even with the decrease in overall registration, the buyer-to-seller ratio was strong with 2,992 dealers and employees seeing products from and meeting with the 339 exhibiting companies.
“For the thousands of NAMM Members who made the commitment to come to Austin this year, most reported a positive business experience,” said Joe Lamond, NAMM president and CEO. “Many dealers told us they enjoyed the slower-paced quality time with their suppliers as they prepare for the important fall and holiday selling seasons.”
Why is Summer NAMM important to your business? A Place to Build Buyers Groups A Great Starting Point for First-Time Exhibitors “This is only our second time to “This is a good venue for first-time exhibit. We’re very, very happy exhibitors. All the key players are with the response—the industry here, and therefore we’re able to is looking for ways to make more make the kind of business contacts profit, ways to approach things from that we wanted to make. We’re a different perspective, and that’s real happy. We’re an established what we’ve done with OSP Buyers company in the motorcycle Group. We’ve got a total now of industry, but the music market about 375 dealers, in every state is new to us and we wanted to Chris Ward in the country.” Dan Parks make sure this is something we OSP Buyers Group Cruztools should be doing. And definitely we’ve verified that we’re on the Fort Smith, Ark. Standard, Calif. right track.”
6 PLAYback The Sounds of 2007 Summer NAMM: Hot Products, Business Meetings, Industry Education and Plenty of Live Music
1. The show floor is filled with the newest products from more than 300 exhibitors 2. The horn section of the NAMM Staff Infection band performs at the Pre-Show Party at The Hang 3. NAMM Member company band Printz takes the stage at The Hang 4. “Elvis” plays with Lippman Music’s band at the Pre-Show Party 5. NAMM President/CEO Joe Lamond drums up entertainment 6. Buyers checked out the latest products and kept exhibitors busy writing orders 7. Travis Tritt 8. Product demos are key to finding the hottest new innovations 9. Bob Popyk gives attendees tips on increasing their business
Breakfast Sessions Bring Business Entrepreneurial Spirit “A tremendous opportunity for us “We’ve seen a lot of dealers and was being nominated at the Best of many new people. We’ve had Show session. We had no less than dealers that have expanded five dealers and two distributors their territories because of the come up to us directly after that implosion in some of the retail and say, ‘I saw you this morning, stores; we’ve also seen a lot of I need some information, we’ve new entrepreneurial people that heard amazing things about you at are beginning very basic new the show today, and we want to get music stores. These may not be Dale Baker involved.’ For us, you can’t buy Lou Boffa your big, major dealers, but the Full-On that. It was great.” Antigua Winds entrepreneurial spirit is alive and well in the music business, so Management, LLC San Antonio, Texas we’re glad to be here.” Twinsburg, Ohio
FALL 2007 7 NAMM EVENTS
10. Robbie LeBlanc performs at Saturday’s Breakfast Session, “NAMM Town Hall: It Worked for Me” 11. “NAMM Town Hall” moderator Alan Friedman and panelists Alysha Sides Greevy, Myrna Sislen and Bryan McCann 12. Making deals at face-to-face meetings 13. Live music at the John Lennon Educational Tour Bus 14. “NAMM Town Hall” attendees share their own tips for success 15. It was standing-room only at the NAMM University Idea Center sessions 16. Six semifinalist bands compete at the FORTUNE Battle of the Corporate Bands 17. Weekend Warrior bands from across the country took the stage 18. Live music is found at performance stages throughout the show 19. Getting hands-on with the gear
Why is Summer NAMM important to your business? ’Tis the Season for Holiday Shopping Serious Buyers “I’m having a great time because “We had a great show experience. 99 percent of the vendors that I do The customers that were here were business with are here. We try to do serious customers—they weren’t our Christmas buying at the show, here to play or take a vacation, go to the educational seminars and so we got to spend quality time see friends.” with people we don’t normally spend time with. It's been good for building relationships.”
David Yancey Phil Betette Yancey Music Center Yorkville Sound Ormond Beach, Fla. Niagara Falls, N.Y.
8 PLAYback 20. Kalani leads the crowd in the ultimate Recreational Music Making experience: the annual All-Industry Drum Circle 21. Attendees take in the colorful display at a lighting exhibit 22. Live music at the John Lennon Educational Tour Bus 23. The pace of Summer NAMM provides quality time for business 24. NAMM drummers finding their rhythm
Networking Opportunities New NAMM U Tips, Old Industry Friends “This is our first show, and we made “We learned quite a bit from the a lot of networking contacts and NAMM University sessions. I sales—it was everything we hoped made some notes and we’ll see for and more. And meeting up with what works out when we get back. the other manufacturers was great And I talked to a lot of people for us. I think initially we came I know from 30 years in the into NAMM thinking we’d focus on business. You get to see people sales and getting feedback from you talk to on the phone all the everybody, but we gained a lot more time, but you get to see them Brad Tluczek than that.” Phil Gause in person—it’s a great way to do Electratone, Inc. Vance Music business.” Phoenix, Ariz. Center, Inc. Bloomington, Ind.
FALL 2007 9 25. “Best in Show" panelists Zach Phillips, Victor Salazar, Pete Gamber, Liane Rockley, moderator Frank Alkyer, Ted Eschliman and Alan Friedman 26. Mary Luehrsen, NAMM, speaks at the opening session of “Music Educator Day” 27. The NAMM International Fastest Drummer competition recognizes Tom Grosset as "Fastest Hands" and Matt McKasty as "Fastest Feet" 28. The Gospel Silvertones of Austin give a lively performance before Sunday’s Breakfast Session, “Best in Show” 29. Exhibitors stay busy writing orders
New Executive Committee The new 2007–2008 Executive Committee of the NAMM Board of Directors was announced at 2007 Summer NAMM. The election denotes a significant change of leadership for the association, with Chip Averwater, chairman of Amro Music Stores, taking over for outgoing NAMM Chairman Dennis Houlihan.
“The international music products industry owes a debt of gratitude to Dennis Houlihan, who has tirelessly served for the past 10 years on the NAMM Board and Executive Committee,” said Joe Lamond, FROM LEFT TO RIGHT: Treasurer, Kevin Cranley, President of president and CEO, NAMM. “As our Willis Music Co.; Vice Chairman, Tom Schmitt, President and industry’s first commercial chairman, Chairman of Schmitt Music Co.; Chairman, Chip Averwater, Dennis demonstrated diplomacy, Chairman of Amro Music Stores, Inc.; Secretary, Larry Morton, integrity and a deep sense of duty to President of Hal Leonard Corporation; and NAMM Representative, Joe Lamond, President and CEO. the industry he loves.”
And the Show Goes On… In August, NAMM announced that its 2008 Summer NAMM event will be held in Nashville, Tenn., June 20–22, at the Nashville Convention Center.
“As long as there are NAMM Members who need a second industry gathering to keep their businesses strong, NAMM will continue to serve them by providing the venue,” says Joe Lamond, president and CEO, NAMM. “We’re grateful for the Members who have given us their feedback and based on that, we’re pleased to say that the 2008 event will be held in Nashville.”
NAMM is currently researching what type of programming to add to the summer event that would provide the highest return on investment for exhibitors and attendees, and will make additional announcements this fall concerning new programming for 2008 Summer NAMM.
10 PLAYback Anaheim Housing and Registration Now Open! Pre-register for your NAMM Show badges now at www.thenammshow.com. It’s quick, easy and once you’ve ordered your company’s FREE badges, the only thing left to do is enjoy the show.
Don’t miss the December 7, 2007 pre-registration deadline—after that, badges are $25 each. You can also reserve your hotel room(s) by visiting www.thenammshow.com and following the steps outlined.
Is your NAMM Membership about to expire? Renew it now—quickly and easily—at www.namm.org/renew. (Remember, you must be a current Member to pre-register and get your free NAMM Show badges or receive Member discounts on hotel accommodations.) Anaheim, California • January 17–20, 2008
What’s New in Anaheim! Right now, Anaheim is in the midst of an exciting surge of redevelopment, with many new projects debuting in time for the NAMM Show. The Anaheim GardenWalk Disneyland Adds New Nemo Ride A unique outdoor dining and shopping experience set along The Finding Nemo Submarine Voyage ride at Disneyland is an all- beautifully manicured walkways. The first phase, opening this new adventure inspired by the popular Disney movie. The attraction November, includes such popular restaurants as Bubba Gump, features eight submarines that take voyagers on a fun underwater California Pizza Kitchen, Cheesecake Factory, McCormick and journey, encountering Nemo and his friends along the way. Schmick’s, P.F. Chang’s and Roy’s of Hawaii. Major Hotel Renovations and a New Boutique Hotel The Anaheim Marriott, across from the convention center, unveiled its 25,000-square-foot Platinum Ballroom; the Wyndham redesigned its lobby restaurant and all 289 rooms, adding Smart Chairs and plasma TVs; and Anaheim welcomed the city’s newest boutique hotel, Hotel Menage, which features uniquely themed breakout rooms, a hip, candle-lit lobby bar and lounge, the award-winning k’ya restaurant and the Mist pool bar, set to host an outdoor nightclub on Friday and Saturday nights. Tasty New Steak Houses Morton’s The Steakhouse and Ruth’s Chris Steak House offer fine Artist rendering of completed Gardenwalk. dining, elegant décor and some of the best steaks this side of Texas. For more information, please visit www.anaheimgardenwalk.com
FALL 2007 11 MUSIC IN THE NEWS
Wanna Play? Campaign Ups the Ante
From a new national media tour and research spotlighting the benefits of making Additional promotions include a monthly Wanna Play Music? week to linking local music to the attention of people across the Wanna Play? Consumer e-Newsletter, music stores to their celebrity clientele, United States. NAMM is now preparing further enhancements to the NAMM’s consumer campaign celebrates to build on this success and grow Wanna Wanna Play? consumer Web site its first year of success by taking this Play? into an even larger public initiative. (now www.wannaplaymusic.com) and exciting initiative to the next level. opportunities for NAMM Members to Beginning In October/November of 2007, appear on local television to discuss music Since its debut last fall, NAMM’s Wanna NAMM will launch a variety of activities trends, holiday gift ideas, and how to get Play? campaign has garnered millions of that will draw high-level media coverage started making music. media impressions for the association and create marketing opportunities for and its Members. In addition to Members, including national Wanna Play Who is in Your Celebrity generating national press Music? week happening this spring. Each Clientele? coverage, the marketing day, NAMM will promote a different market effort also provided or benefit, such as moms making music, NAMM needs your help! For our Wanna a forum for retailers parents who rock, music as therapy, and Play? campaign, we’re seeking local to speak with their a look at the wide variety of music-making community music stores that now sell local media and options for kids. During this time, NAMM to, or at some point helped launched the customers, and Member retailers can also opt in to promote career of a celebrity. Did you sell a famous brought recent their businesses and provide incentives that musician his first guitar, or provide music correlate with the week’s messages, such lessons for a well-known actor, rock star or as a 10 percent discount if a parent and a athlete? If so, please call us at child both sign up for lessons or purchase 800-767-6266, ext. 125, and tell us an instrument together. The week will your story! finish with a national satellite media tour featuring NAMM President/ CEO Joe Lamond.
NAMM-Sponsored TV Show, Second Installment of The Piano Guy, Wins Two Emmy Awards The Music in Me Airs on HBO
NAMM underwrites initiatives that encourage Recreational NAMM was proud to host the Carnegie Hall debut of HBO Music Making, including The Piano Guy television series, Family’s documentary The Music in Me, winner of the prestigious which recently won not one, but two regional Emmy Awards for Peabody Award for broadcasting excellence. In July, the network Best Show Graphics and Best Host/Moderator. Learn more at aired part two of this three-part documentary The Music in Me: scottthepianoguy.com. A Family Special.
12 PLAYback Blue Devils Win DCI World Championships— and NAMM Members Win Too!
For the third year in a row, NAMM out winners, as they opted in to promote proudly sponsored the 2007 Drum Corps their stores at local DCI competitions. International (DCI) World Championships, Mark Despotakis of Progressive Music in with the Blue Devils of Concord, Calif., McKeesport, Penn., was one such retailer, taking top honors. The national telecast, and says he was thrilled by the chance to which aired on ESPN2 on September distribute promotional materials for his store 5, reached more than 1 million viewers. at the Wanna Play? table during two events NAMM and SupportMusic.com public in his region. service announcements (PSAs) aired throughout the broadcast, combining “It’s unbelievable because it’s free,” says footage of children and teens making music Mark. “To have a free presence at the show with a strong emphasis on the importance and not need to put all that money into of music education for all children. The it—for a small dealer, that’s huge. I look at PSAs led viewers to visit SupportMusic.com it as free advertising and those stands were to learn more about the benefits of making all filled with band directors, staff members music and how they can keep school music and kids in high school marching bands— programs strong in their communities. exactly who we want to get our message out to.” NAMM’s sponsorship of DCI also enabled numerous NAMM Members to come
NAMM Sponsors Its Fifth Rose Parade Float Industry joins with Sesame Street to provide a “Passport to the World of Making Music” in the 2008 Rose Parade. of Sesame Street NAMM’s colorful 54-foot float, designed characters making by Studio Concepts, will depict a rainbow music together. spilling out over a colorful globe with Representing the vivid musical notes circling the world with countries of the music. The Sesame Street characters will Sesame Street family play instruments and perform songs from are Halum, from around the world. Bangladesh; Hu Hu Zhu, from China; Lola, The parade will be seen by an estimated from Mexico; and 50 million television viewers in the United Elmo, from the United States and also broadcast in 28 countries. States. And leading The media outlets broadcasting the Rose Once again, NAMM is aiming to reach the group, also from the United States (via Parade include ABC, NBC, CBS, Univision, millions of potential music makers Transylvania), is their fearless conductor, The HGTV, Telemundo, Travel Channel, around the world as it sponsors its fifth Count. There will be three live Sesame Street Discovery HD and KTLA in the Los Rose Parade float. In keeping with the cast members and an interactive drum circle Angeles area. In the past, NAMM has parade’s theme, “Passport to the World’s with participants along the parade route, a won the President’s trophy, the Isabella Celebrations,” the float depicts a festive signature element of each year’s NAMM float Coleman design award and the Bob Hope musical scene with a diverse family reminding us that everyone can make music. Humor trophy.
FALL 2007 13 The Power of Promotion
Five NAMM Member Retailers Share the Creative Promotional Strategies that Helped their Businesses Thrive
In today’s challenging market, more and more NAMM Members are finding new, creative ways to build their company’s niche—and grow their clientele in the process. And while it’s easy to get caught up in the day-to-day operations of running a music store, creative promotions can make your business stand out from the competition and build customer loyalty—so people will want to come back time and time again. Guitar Hero Isn’t JUST A Competition—It’s an Event! Morgan Pettinato • EastCoast Music Mall • Danbury, Conn.
to compete, every person registered gets a free guitar lesson. The highest scorers then vie for the championship and the chance to go home with a real guitar of their own. “Even if they don’t win, we’ve inspired the folks competing to dream, to see themselves with that guitar, assuming ownership.”
“There are 4 million of these games on the street... if we can convert even a percentage of those players, it could help grow our industry.” Five NAMM Member Retailers Share the EastCoast Music Mall‘s Morgan Pettinato and his Director of Operations Rob Jackson didn’t see the hottest new video game, Creative Promotional Strategies that Guitar Hero, as a threat to the business. Instead, Rob suggested The Guitar Hero Competition has also caught the interest of the Helped their Businesses Thrive that they use the game to their company’s advantage. “There are local media, with a radio station and newspaper covering the event. 4 million of these games on the street,” says Morgan. “Boy, if we Morgan says the competition not only gets people into his store can convert even a percentage of those players, it could help grow who might not have visited otherwise, it also dovetails perfectly our industry. So my partner and I started planning a Guitar Hero with his Rock On America Program, where new musicians can event in our store, a competition where kids could register to play form a band, learn some songs and perform on stage in front the game and win prizes.” of an appreciative audience of friends and family. “American Idol is the top-rated show in America and that says something,” EastCoast Music Mall now has a large kiosk where entrants Morgan explains. “People will embrace getting into music if they compete at different difficulty levels. In addition to the opportunity have the chance.” An instrument petting zoo—with real pets! TIM pratt • dietze music • omaha, neb.
In 1996, Dietze Music sponsored an instrument Try-a-thon, where parents and children alike could get hands-on with the instruments and hear how they sounded. “Sometimes parents come in who didn’t play and their kids don’t know what instrument they want to take, so we thought we’d let them go into a lesson room and try them all out,” says co-owner Tim Pratt. “It turned out to be a cool event, and we would always pack the place.”
In fact, the events became a little too packed. “The Try-a-thons were so popular that sometimes you could wind up waiting an hour and a half until you got your turn,” Tim recalls. “We just had too many kids—a wonderful problem to have!” That’s when Tim got to do that?’ But then I told them about our big event and all the creative. Wanting to offer additional things for the families to do, families who don’t have anything to do while they’re waiting. It’s he decided to partner with his favorite local charity: the Omaha been a huge success, and everyone walks away with a smile.” Humane Society. At first, however, it wasn’t an easy sell. Tim offers the first month’s rent on a musical instrument free with “I called the Humane Society about their PAW vehicle—Pet every pet adopted. He believes the partnership has created a win- Adoption on Wheels—and asked them if they would like to bring it win situation for all involved, with plenty of instruments—and to a music store,” Tim explains. “They said, ‘Why would we want animals—finding new homes. coffee, concerts, birthday parties—and more! mark minotti • minotti's music • north haven, conn.
Mark Minotti’s wheels are always turning, as he brainstorms ways days you’ve got to take his company, Minotti Music, to the next level. “In 2002 we went from a smaller store to a larger facility because we wanted to build a coffeehouse,” says Mark. “We were looking for ways to drive younger people in, as well as people who wouldn’t ordinarily go to a music store. That’s when we started karaoke family night every Friday on our stage. It turned out to be a huge hit and we’d regularly have 40 to 60 people drop by to sing.”
Then Mark decided to expand on that idea and offer karaoke birthday parties. He started with basic two-hour parties with a 10-child minimum and, before long, expanded to “Minotti Idol” parties, where the birthday child always comes out on top and everyone receives a “Minotti Idol” T-shirt to commemorate the “We started karaoke family night every celebration. Recently, Mark added teen dance parties, complete Friday on our stage. It turned out to with club lighting and pounding rhythms. be a huge hit and we’d regularly have In addition to generating income, the parties also bring in plenty 40 to 60 people drop by to sing.” of parents, who stroll around the store while they wait, and often make unplanned purchases. Mark’s store and its coffeehouse to have your hands in lots of things, so if one isn’t doing well, the vibe have also drawn plenty of free publicity, including national others pick up the slack.” coverage from the Associated Press. “Nowadays it’s not enough to be ‘good enough,’” Mark says. “Hey, we’ve got seven music So what’s next for Minotti? Renting store space to a masseuse so stores around us, and we’re still rocking. That’s because instead of stressed-out parents can luxuriate while their kids take lessons? saying, ‘The big guys are killing us,’ we’ve gotten inventive. These Like we said, Mark’s wheels are always turning.
my space, you tube and beyond: advertising for free on the internet jen lowe • boom boom percussion • atlanta, ga.
In addition to posting the videos on her Web site, Jen also uses three distinct platforms to promote Boom Boom Television and market her business: MySpace.com, YouTube.com and keneva.com. “These are all very viral Web sites and if you post a video that someone likes, it will get passed along,” Jen adds. “In fact, we’ve got one video on YouTube.com (a popular video-sharing Web site), that’s had 75,000 hits, and it’s great because you can track it.”
Jen, a successful drummer and endorser for several percussion manufacturers, first created her own My Space page to keep people up-to-date on her music. Then one day, something occurred to her. “I didn’t see any reason I couldn’t promote my business on Jen Lowe’s business Web site, boomboompercussion.com, is more My Space as well,” she says. “It’s been an incredible tool for us. than simply a place to order products; it’s a unique, interactive The important thing to remember, though, is to keep it fresh and experience. “We have something on the site called Boom Boom keep posting new videos and pictures. It takes some time, but it’s Television, where you can go to see a product, hear it played or definitely worth the investment.” watch me do a demo on it,” says Jen. “These are all very viral Web sites and • In a single month, the number of videos on YouTube.com if you post a video that someone likes, grew 20 percent to 6.1 million it will get passed along.” • YouTube.com video views have reached 1.73 billion • 70 percent of YouTube.com's registered users are While teaching a recent NAMM University session about marketing American, roughly 50 percent are under 20 on the Internet, Jen shared some staggering statistics with the • The total time people spent watching YouTube.com since crowd: it started last year is 9,305 years • MySpace.com is the largest social networking portal on the Web with 61 million registered users, with more “Seeing those statistics makes you want to hit your head…almost than 21 million unique visitors like, ‘Why didn’t I have a V8?!’” says Jen. “It’s free, and it’s out • It is the second most popular destination on the Web, by there! Don’t be intimidated, because these sites are fairly intuitive page views and walk you right through all the steps. Just jump in and do it!” • More men visit MySpace.com than ESPN.com and more women log on to the site than iVillage.com sponsoring live music in the live music capital clint strait • strait music • austin, texas
“I think it’s really benef ited my business because of all the exposure we get at the concerts. We have signs set up around the venue, and get a few mentions during the show.“
Austinites love their live music, so when the opportunity arose to can go—I think that creates good community relations, paints a sponsor a summer concert series with the local radio station, it good vibe.” seemed like a “no-brainer” for Strait Music’s Clint Strait. “The series is called Unplugged at the Grove, and we hold it at a Clint says when it comes to planning a concert series like restaurant with a big outdoor patio and stage,” says Clint. “Just Unplugged at the Grove, it’s important to consider the location a nice opportunity for Austin locals to bring their kids, set out a and atmosphere. “Ours is in a centrally located place where you blanket and catch some great bands.” can drive by and see all the people sitting out on blankets, so you’d be inclined to stop in. Then, after you’ve found the right venue, I The concert series is promoted via the radio and on a special Web would say consider the bands you want to play. If both of those site, where people can check for dates, times and the groups things are right—I say go for it!” performing. “The bands we feature are popular enough locally that they draw their own crowd as well,” Clint adds. “I think it’s really benefited my business because of all the exposure we get at the concerts. We have signs set up around the venue, and get a few mentions during the show. Plus it’s a free concert, so anyone COMMERCIAL
5 Tips for First-Time Exhibitors Based on their own experiences, here are some ideas from your fellow NAMM Members about how to maximize your efforts as a first-time exhibitor at a NAMM trade show.
1. Work Closely with Your NAMM Rep “I think working with the NAMM staff has been incredible for us. They know all the ins and outs; they know how much to prepare for this, so if you are a first-time exhibitor, my advice would be start getting your account rep involved with you early on—early, early, early. And come prepared with peripherals and support materials, and work with the press, work with the publications that fit your product so that you have some advertising.”
Theresa Perry • Hailun Distribution, LLC • Atlanta, Ga.
2. Maximize Your Booth Space “I would say with carpeting, definitely get padding, and as far as the color goes, I found gray is the way to go—it makes your floor look bigger. As far as product, don’t bring everything you think you have to bring. I would say only 50 or 60 percent of the stuff I brought we’re actually showing, so think small and think smart.”
Tom Jones • TV Jones, Inc. • Poulsbo, Wash.
3. Get Creative “If it’s your first time, you can do so many different, fun things. We always kind of get a theme … ‘rock star prom one year’ … this [summer] we’re doing ‘fourth-quarter headquarters,’ everything’s Christmas-y, Christmas in July, how many more shopping days left? So just come out with a really fun theme, give people something that, when they start walking by, they want to stop and they go, ‘Ooh, what’s that?’”
Tish Ciravolo • Daisy Rock Girl Guitars • Van Nuys, Calif.
4. Bring Attendees into Your Booth “Don’t stress out about the locations; everyone visits everywhere in the NAMM shows, unlike a lot of other conventions. And so just relax, be a little outgoing and introduce yourself. Just reach out to people and say, ‘Hey, we’ve got a product that I think you’ll like; we know you’ll make a lot of money from us.’”
Thomas Lotts • Onori Accessories, LLC • Los Angeles, Calif.
5. Practice at Summer NAMM “Winter NAMM is about showing your stuff as fast as you can to as many people as you can. It’s a great time to make people aware of your company, get that logo flowing and get everybody familiar with us, but we’ve found that we’re definitely getting more deals done at Summer NAMM. We actually encourage people as a first-time NAMM exhibitor to come to Summer NAMM. It’s a great time to work the kinks out; the learning curve is tremendous, and like I said, you get all that stuff taken care of and then you can go into the big show with a little more knowledge on how to display.”
Brent Eskew • Stage Ninja, LLC • Indianapolis, Ind.
18 PLAYback Industry Bookshelf Powerful Exhibit Marketing: SupportMusic The Complete Guide to Successful Trade Shows, Conferences and Consumer Shows by Barry Siskind Brochures Find a New Distribution In Powerful Exhibit Marketing, author Barry Siskind discusses the skills and Channel resources needed for positive results in trade show marketing. The foundation NAMM Members REACH KIDS AND of exhibiting, Siskind notes, consists of PARENTS WITH Information in Cases two essential ingredients: hardware and software. Earlier in the year, NAMM made its new Why Learn To Play Music? brochures available to Members to The hardware—or the physical means of help them share the latest information on music’s creating the right image and attracting impact on student achievement and reach students the right audience—includes the actual and parents directly—right in the instrument cases exhibit and materials. On the other at their local music stores. The response has been hand, software includes the planning strong: NAMM has supplied more than 122,000 of and implementation of programs that these brochures to proactive school music dealers are needed to make the face-to-face and manufacturers. This information is especially interaction possible. Powerful Exhibit of value to parents and community members who Marketing explains how an exhibitor can might not otherwise be aware of the proven benefits orchestrate these two elements into a balanced package with results-based goals. of making music.
The book also serves as a guide for managing three key resources: physical, NAMM Members, such as Neil Lilen of Meisel fiscal and human. Siskind examines each of these areas in detail, so that readers Stringed Instruments, believe in promoting the value understand the tools needed to become a great exhibit manager. of music education to everyone who opens a case.
The book’s step-by-step advice for successful exhibiting includes how to set “We are sending a SupportMusic Why Learn to Play objectives, budget for the event, measure its success in ROI, find the right Music? brochure with every instrument we ship,” audience, turn leads into business, design booths, work the show, and gather he explains. “I feel it’s an extremely valuable tool information and intelligence—all tips and techniques that can help better prepare and, among other things, will encourage parents to your company for your next NAMM trade show. encourage their music student kids not to drop out!
“In the past, we’ve learned that some retailers throw out information in cases, so we’ve attached a brightly colored note stating, ‘In our opinion, this is a valuable tool: Its up-to-date research findings as to the impact of music learning on student growth and achievement, should help increase your rental retention rates… We suggest that you stamp your store name in the space provided.’
“We encourage them to keep this piece because it’s simple—easy to understand and in two languages (English and Spanish)—and we think it’s a great resource for parents.”
What are you reading? Please e-mail [email protected] with books To order your free SupportMusic brochures, contact that helped you better understand business, the industry or consumers. NAMM at 800-767-6266 or e-mail [email protected].
FALL 2007 19 RETAIL
NAMM Members Share “What Worked for Me”
At the NAMM Town Hall Meeting, It Worked for Me, Summer NAMM attendees heard some great ideas they could use in their business right away, including…
Customizing Your Product Mix “While we carry a lot of the same product lines you’d find in the big chains, if you spent time in the store, you’d see our mix is much deeper, and our merchandise reflects the interest and passions of the local music community. Our store design, color schemes, product merchandising and how our associates are trained also provide a very different customer experience. Our associates will greet you by name and ask how your last product worked out. As musicians, when it comes to areas of passion, you’ll always choose a place that provides a sense of belonging, as opposed to a bland, generic experience.”
BrYan McCann • Instrumental Music • Ventura, Calif.
Changing Your Commission Structure “We were looking at ways our employees could work smarter, not harder, so we switched them from receiving a percentage of sales to a percentage of the gross profit. We were Left to Right: Moderator Alan Friedman, Alysha Sides Greevy, Myrna Sislen and Bryan McCann really scared, afraid it would affect customer service, but it’s worked out well. It got them to focus on their gross margin dollars, we had a more profitable year and it increased value- added selling in our store. We also had a 3 percent increase in department gross profit in just the first year, a 10 percent increase in our top volume seller in the store and “While we carry a lot of a 4 percent increase in our number 2 volume seller—and that all went straight to our the same product lines bottom line.” you’d find in the big Alysha Sides Greevy • Robert M. Sides Music • Williamsport, Penn. chains, if you spent time
in the store, you’d see Offering Music Lessons our mix is much deeper, “What works for me is lessons. It’s an area where you can make money and if I can do it, I promise you can too. At my first NAMM University session, someone asked the panelist, ‘If and our merchandise you were going to expand your store, what would you do?’ Everyone said lessons, lessons, lessons. So that—and a waiting list of 49 people—encouraged me to increase my space by reflects the interest and half. Now I have 300 students a week. passions of the local “The other thing is my summer Rock and Roll Camp. It runs Monday through Friday from music community.” 10 to 2, ages 10 to 15. I keep them for the week and at the end, they give a performance, which is recorded, and they get a copy of the CD. We charge $400 per student and people — BrYan McCann are just clamoring to get in. I get media attention every single year. This is a win-win, then get paid and then win again.”
Myrna Sislen • Middle C Music • Washington, D.C.
20 PLAYback NAMM Retailers Reach Teens by the Thousands During Vans Warped Tour
Teens attending the 2007 Vans Warped Tour weren’t the only ones excited about the full day of performances by up-and-coming bands. Retailers who joined with NAMM to promote their businesses at local tour stops were also thrilled by the concert series—and the opportunity to reach aspiring young musicians in their areas.
The Vans Warped Tour, in its 13th year, traveled to 43 cities across the United States and Canada this summer. Each concert featured an average of 100 bands on 11 stages and drew an average of 15,000 people per show—making it the perfect opportunity for reaching out to teens!
More than 140 NAMM Member retailers did exactly that as they opted in to promote their businesses at their local Vans Warped Tour stop. Twenty-three retailers set up booths onsite in the NAMM Wanna Play? tent, where they handed out coupons and fliers for their stores and gave concertgoers the chance to try making a little music of their own at an instrument petting zoo. Other dealers chose to include their stores’ marketing materials in Wanna Play? goodie bags that were given to the first 1,000 attendees through the gate. NAMM Members were also able to receive free Warped Tour tickets to give away in their stores, as well as VIP tours of the concert site for them and their staff.
Tristann Rieck of Brass Bell Music in Glendale, Wisc., was one of the NAMM Members to opt in to the Vans Warped Tour in her area, and she’s glad she did. “We were very excited about the amount of exposure the event brought us,” says Tristann. “This was clearly a market that we don’t have the opportunity to reach with our current marketing campaign. The Vans Warped Tour gave us the ability to connect with young people interested in music who may not be actively playing an instrument but might have always wanted to.
“Being able to have demonstrations and the ability for them to try instruments out was a really great opportunity provided to us. We’re looking forward to next year, and hoping Vans Warped Tour will be back to Milwaukee.”
To learn more about how you can participate in this and other opt-in programs, please visit www.namm.org/initiatives/opt-in or call NAMM at 800-767-6266.
FALL 2007 21 REPS IN THE FIELD
5 Tips for Training Your Team by VETERAN NEW YORK REP Paul friedman
The function of a rep has slowly morphed into a new role. These days, we are not only charged with the initial sale, we also have to make sure the sales staff is capable of selling to the end users. We are teachers and coaches, as well as sales professionals. How can you best accomplish this? Do the training!
1. Establish solid training plans. We can seat 30 people in the training room at our office. This room is equipped with audio and video gear to aid in the training. If you don’t have a training area, rent a space at a hotel or club. Bring in the factory people for the session. They add power and credibility. And to keep your audience tuned in, remember: Trainings should never be more than four or five hours; have breakfast and lunch available; and end the session at a reasonable time.
2. Make sure attendees leave with something in their hands. We provide electronic information as well as hard copies of all the training materials. We The function of a rep also have product giveaways and T-shirts for each person who attends. has slowly morphed 3. Go beyond the product review. We teach selling as a separate subject—very few salespeople know how to ask for the order, into a new role. or even how to approach the customer. We also try to get the new hires in early; doing so will help you build a new “champion” for your line at the store he or she comes from. These days, we are not The turnover rate of new employees is high, but if you get a good one, the time spent training this person will be well worth it down the line. Furthermore, make sure store and/or only charged with the district managers are informed of the trainings, and try to collaborate as much as possible with them. initial sale, we also have to make sure the 4. Keep tight records. Note the sessions, but especially keep lists of the people you trained and what training topic sales staff is capable you focused on. With this information you will be able to follow up in a few weeks and keep yourself and your lines visible. of selling to the end 5. Follow up in person. users. We are teachers This gives you the opportunity to review the training one-on-one with the trainee. Furthermore, the follow-up will allow you to evaluate what you have accomplished. and coaches, as well
Paul Friedman is vice president of John B. Anthony Co. as sales professionals. He has been a rep in New York City since May 1984. How can you best accomplish this? Do the training!
22 PLAYback WASHINGTON WATCH
NAMM Exhibits at the National Conference of State Legislators Representatives Meet with Elected Officials to Share Key Messages about Fine Arts and Educational Funding
NAMM representatives promoted the members. Luehrsen and Maver shared with industry’s message directly to decision- the officials key messages about why music makers when they exhibited at the annual education is vital for state-level education convention of the National Conference of Participating in a policy, including fine arts graduation rates State Legislators, held August 5–8 conference like this and adequate education funding that in Boston. provides opportunities for all children to brings NAMM’s music learn music as part of a quality education. The event is a gathering of delegations from education advocacy each state legislature who meet to consider message face- “Participating in a conference like this policies that effect the well-being of citizens brings NAMM’s music education advocacy and the development and strength of state- to-face with state message face-to-face with state lawmakers level programs, policies and economies. lawmakers who who are deciding on education policy and funding,” says Luehrsen. “We find many At this event, NAMM representatives Mary are deciding supporters and champions of this cause, Luehrsen, NAMM’s director of public on education policy and we reinforce them with research affairs and government relations, and and funding and facts that they can carry back to NAMM staff member Melissa Maver had their home-state legislative process, and the opportunity to interact with over 2,000 we relish the opportunity to share this state-level elected officials and their staff information.” NAMM’s Work Protects the Industry in the Pernambuco Wood Debate Finished products made of the Brazilian-grown wood avoid international permit restrictions by CITES; similar efforts underway in the United States.
In the spring, NAMM initiated an Action the Conference of the Parties in The from being traded internationally without Alert regarding the international and Netherlands met in June to discuss global accompanying export permits. Nearly 40 U.S.-based import/export restrictions of environment and development policy NAMM Members shared their opinions pernambuco wood, which is used in the issues, a final decision placed pernambuco with the FWS via the NAMM Web creation of some instrument bows, making wood on protected lists, however finished site’s Advocacy Alert portal. NAMM’s this a critical issue for NAMM Members instrument bows are not included on any recommended solution is that the Fish and and musicians around the world. CITES listings, and therefore do not require Wildlife Service includes an exemption for a special export permit. “finished products” made from the wood In partnership with several other species in question. organizations, NAMM rallied support to NAMM’s work also included presenting distinguish finished music products from testimony to the U.S. Fish and Wildlife NAMM will continue to monitor the wood on the protected species list of Service (FWS) is considering a proposal developments related to pernambuco and the Convention for International Trade to add three species of wood to the list of other woods used in the manufacture of in Endangered Species (CITES). When endangered species that are prohibited musical instruments.
FALL 2007 23 INTERNATIONAL
Report from Summit VI STRATEGIES FOR 2017—BY SCOTT ROBERTSON
2007 Summit presenters and participants. There is an
enormous“ opportunity to grow our market, but
we have to change the ways we go about our“ business if we are to achieve it..
Paul McManus, Music Industries Association (MIA)
Every three years since 1993, leaders the common challenge of creating more uncontested market space. He urged from all corners of the international music customers,” said Lamond. delegates to look at their businesses and products industry have come together markets using a simple matrix system to under NAMM’s guidance for a three-day Then Summit delegates got an amazing identify their value innovation—the overlap strategy view into the world of between creating significant new value at session and Michio Kaku tomorrow from physicist minimal cost and going into their own “blue networking and television host, Dr. ocean.” event called Michio Kaku. “Fifty years the Summit. from now it will still take a Next, Paul McManus from the Musical The sixth year to blow a good note Industries Association of the UK led a such event from a trumpet, although was held that instrument will The big takeaway for recently in change significantly by
Carlsbad, then,” he asserted. “ me is to create
California, new opportunities to get generating Kaku went on to say that inspiration musical instruments were more of the people on“ and optimism in what physicists refer ‘the freeway’ to want to about the industry’s future despite today’s to as “stage 2” of their development and make music.. many business concerns. haven’t evolved significantly in the past 100 years. “Musical instruments are like Ian Harvey, NAMM President and CEO Joe Lamond automobiles in that, although they haven’t Australian Music Association (AMA) kicked off the meeting by illustrating the evolved past stage 2 as a category, many association’s “cradle to grave” assortment technological improvements have been rousing panel discussion about how the of partnerships and programs, designed made to them.” day’s keynote topics related to the industry. to attract more non-music makers of all “We have to be able to help the recreational ages into NAMM Members’ stores. “No Summit attendees also heard from Gabor participant feel more welcome in our stores matter what problems exist in our individual Burt, a world-renowned expert on “Blue if we want them to shop there instead of businesses around the world, we all share Ocean Strategy,” which deals with pursuing the mass merchants,” said Brock Kariecher, president, REMO.
24 PLAYback INTERNATIONAL
The afternoon was spent exploring new David Price, Steve West and John Mahlman topics, like the impact of the video I think this game industry, specifically virtual music- Summit was the best making games like Guitar Hero, and new “ one ever. The key approaches in music education with Chris
Larkin from Red Octane and David Price of is taking all of the
Educational Arts Limited. Ian Harvey from ideas and everyone the Australian Music Association, led the doing something “ next panel discussion of these topics, which included former NAMM Chairman Steve meaningful with them West of West Music. in their businesses..
“If they want to play, but they don’t know Jim Norris, Robert Tucker Norris Whitney Publications (Canada) where to get a teacher, we provide teachers; we provide that aspect,” said West. “We also have in our stores now flat-screens The groups then presented their findings showing people playing, people giving to the entire delegation and discussed the ideas in detail.
I have nearly a Wrapping up the meeting, the group heard from the author of the best seller
book“ written with ideas Success Built to Last, Mark Thompson, who
from this Summit and discussed the secrets for success of some of the world’s most successful CEOs, including look forward to using all “ Jack Welch, Richard Branson and Herb that I’ve learned here to Kelleher. Thompson also shared his own innovate our business.. inspirational story about how playing music The international delegates attending Summit changed his life. “We study a lot of things VI left it with new inspiration, ideas and Antonio Monzino, at Stanford, including video games,” he told friendships that will lead to future industry Dismamusica (Italy) the crowd. “There’s a certain addiction level success and growth. “I have four notebooks and a lot of interest. But nothing is as deep filled with ideas I will use all year long as a instruction, people participating and as the personal story you hear from people result of this Summit,” said Brian Chung, enjoying it. We even have scientists talking who play a musical instrument and how that Kawai. about the research values of music.” can transform a life.”
Day two centered on the subject of Gabor2007 SummitBurt, Bill presenters Reim, Paul and Blease, participants. Brock Kaericher and Paul McManus innovation with a keynote presentation by Robert Tucker, followed by a panel discussion called The Innovation Talk Show. Next, Sougmen Bagchi told the group about the many opportunities opening up in India. Delegates spent the rest of the afternoon in breakout workshops brainstorming new ideas and strategizing how to use what they learned so far to their businesses.
FALL 2007 25 NAMM FOUNDATION
NAMM-funded High School Musical Grant Program Launches NAMM Foundation joins forces with the Disney Channel to make the arts more available to students nationwide.
Following the incredible success of the Disney movie, High School Musical, The Disney Channel created High School Musical: The Music in You, a docu-musical following the month-long preparation of Fort Worth, Texas, students producing a stage adaptation of the hit movie.
The telecast will coincide with the launch of a theater grant program created by Disney, in association with NAMM, designed to strengthen and provide access to music and arts education in schools as part of quality education for all youth. Disney’s High School The telecast will coincide with the Musical: The Music in You School Grant Program allows middle and high schools across launch of a theater grant program the United States to apply for a grant waiving licensing fees to put on their own in-school created by Disney, in association stage performance. Grantees will also receive a cash allocation to help support additional with NAMM, designed to strengthen teaching and production needs, including music and/or dance coaching to enhance the and provide access to music and educational opportunities that are part of the production. arts education in schools as part of quality education for all youth. High School Musical grants are competitive and will be evaluated based on grant funding guidelines. Learn more at www.nammfoundation.org.
Making Music Helps Make the Grade A new NAMM Foundation-funded study reveals strong relationship between quality school music programs and higher test scores.
According to a study published in a recent Highlights include: • Students in top-quality middle school issue of the Journal for Research in Music • Students in top-quality elementary instrumental programs had 19 percent Education, students in high-quality school school music programs had 22 percent better English scores than students in music education programs perform better better English scores and 20 percent schools without a music program, and on standardized tests compared to students better mathematics scores than students 32 percent higher scores than students in schools with deficient music education in deficient music programs. in a deficient choral program. programs. This is the first study that has examined the quality of school music • Students at all four of the elementary • Middle school students in top-quality programs as a factor in affecting test scores schools with high-quality music instrumental programs had 17 percent regardless of the socio-economic level of programs scored better than children in better mathematics scores than children the school or school district. programs considered to be of lower in schools without a music program, and quality. 33 percent higher scores than students in a deficient choral program.
The NAMM Foundation funded the study as part of its “Sounds of Learning” initiative. Studies such as these continue to validate and strengthen music programs around the country. Learn more at www.nammfoundation.org 26 PLAYback NAMM FOUNDATION
NAMM Grant Helps Teach String Educators Alternative Approaches Alternative Styles in the Classroom DVD Uses Tips and Interviews from Experts to Demonstrate a Variety of Methods for Teachers
As one of the recipients of a NAMM techniques for teaching alternative methods, program grant, the American String resources for furthering professional Teachers Association (ASTA) channeled development, lessons and interviews from the funds into a program to give educators experts in the field, and ideas for getting new approaches to teaching strings—and students engaged in the music. to help to increase student interest and excitement. The result was Alternative The DVD received rave reviews from Styles in the Classroom, a two-disc DVD to educators who previewed the discs before help string educators explore the world of their release. alternative styles and learn how to begin teaching new material in their classrooms. “They are enjoyable to watch and I learned This part was like a few things in the process,” says Ahnika attending a Fiddle Camp without ASTA worked with leading artists in the Emery, an elementary string specialist from going anywhere!” alternative strings community to produce Fairfax County Schools in Virginia. “The the DVD, which includes sections on specific instruction on improvising, vibrato, For more information about the ASTA and rock, fiddling, world styles, mariachi accents and ways to make your instrument the Alternative Styles in the Classroom DVD, and improvisation, and offers tips and sound stylistically correct are invaluable. please log on to www.astaweb.com.
NAMM Sponsors Museum Web Site Music Week at Gets Makeover
Chautauqua Thanks to a great new look and improved navigation, the Museum of Making Music, part of the NAMM Foundation, now has more From August 12-18, the NAMM Foundation sponsored “Music fun and interactive features. Now people around the world can Week” at the Chautauqua Institution, designed to immerse enjoy the fascinating exhibits at the Museum of Making Music guests in the meaning and impact of music. Each summer, the (MoMM), located in NAMM’s Carlsbad, Calif. Headquarters. The Chautauqua Institution offers nine weeks of enriching programs museum’s newly revamped Web site, now includes colorful visuals focusing on the arts, education, religion and recreation. of all of MoMM’s changing exhibits, as well as video clips of lectures and performances held at the museum. Check it out for Events included performances by the Infinity Big Band & Jazz, yourself at www.museumofmakingmusic.org. folk singer Judy Collins and the Chautauqua Symphony Orchestra. Attendees also participated in two live drum circles and a variety of lectures about the scientifically proved benefits of making music. Music Week at Chautauqua was the brainchild of former NAMM Chairman Bob Fletcher, who saw an opportunity for the two organizations to work together to expose attendees to the powerful effects of music in people’s lives.
FALL 2007 27 MUSIC NOTES
FTC Investigation Update: The Leegin Decision on Price Floor Bans—What Happens Now? BY Veronica KAYNE, HAYNES AND BOONE LLP (NAMM’S ANTI-TRUST LAW FIRM)
For nearly a century, agreements between However, on June 28, the U.S. Supreme easier for competitors to collude on prices, manufacturers and dealers on minimum Court decided a case, Leegin Creative which is illegal under U.S. and foreign resale price were “per se” illegal under U.S. Leather Products, Inc. v. PSKS, Inc., and antitrust laws. antitrust law— changed the rule. Resale price maintenance meaning that (RPM) agreements are no longer per se It’s difficult to predict how or whether the just the fact of illegal. Instead, they will be evaluated industry will take advantage of the new The bottom line: the agreement under “the rule of reason,” a balancing rule of reason approach. If RPM raises While there’s violates the law. test, where the procompetitive benefits of prices above current market prices, the If manufacturers an agreement (such as price decreases manufacturer might want to make sure no uncertainty wanted products and increases in quality or choice) are there’s a procompetitive benefit to offset about what resold at a weighed against its anticompetitive effects that price increase. It may require dealers particular (including price increases and decreases in to provide additional benefits to consumers, rule to apply, price, they quality or choice). An agreement is unlawful such as on-site repair, staying open for there’s now had to rely on if its anticompetitive effects outweigh its business late on certain nights, or well- more uncertainty measures such procompetitive benefits. trained and well-informed sales personnel. as “unilateral Some manufacturers may just rely on their about the price policies,” This balancing test was already applied to retailers’ judgment about how to increase outcome. suggested many provisions in dealer agreements, like their attractiveness to consumers. resale prices, exclusive territories or minimum inventory minimum requirements. These are very unlikely to be The bottom line: While there’s no advertised found unlawful under the rule of reason. uncertainty about what rule to apply, prices and linking cooperative advertising However, the outcome for RPM is more there’s now more uncertainty about the funds to specified prices. Some uncertain, since RPM often raises prices, outcome. Every manufacturer will need to manufacturers chose to only sell direct, which could be anticompetitive. Additionally, decide about whether an RPM agreement avoiding the problem altogether. widespread use of RPM policies can make it is the best way to maximize the value of its products to consumers.
In Memoriam...
Robert McDowell (1919–2007) Robert McDowell served as president of the NAMM Board of Directors from 1969–1971, during which he assisted William Gard in the expansion of the NAMM organization, including more hands-on involvement with the American Music Conference (AMC) and its publication, Music USA. At this same time, Bob recognized the importance for the industry of growing the trade shows, which led him to create the trade show director position and hire Larry Linkin, who went on to become NAMM President. As a retailer in St. Louis for Ludwig-Aeolian, Bob saw the need to launch a nationwide music promotion campaign in the early 1970s. “Discover Music” and other programs championed by Bob became an important foundation for today’s variety of market development programs. In 2000, Bob served as the president of the Museum of Making Music at the time when the museum was first opened to the public. Kay, his wife of 61 years, passed away July 9, 2007. Visit the "In Memoriam" section at www.namm.org/resource-center to view a video featuring Bob McDowell.
28 PLAYback SupportMusic Coalition Member Drive Rallies NAMM Members to Get on Board GOALS SET to increase number of affiliates and build relationships within the industry
This summer, the SupportMusic Coalition launched an effort to increase the number of affiliates working for the mission of creating greater access to music education.
At the start of the drive, 130 organizations were involved; however, the drive specifically encouraged NAMM Members to participate as the coalition worked to create a back-to- school “freshman class” of new affiliate organizations, who will receive publicity in local and trade media.
NAMM Members who join the coalition will receive:
• access to trends and breaking news • inclusion on the affiliate list on the regarding music education SupportMusic.com home page
• an opportunity to contribute music • access to NAMM-coordinated education information and expertise monthly conference calls and to the cause e-updates on critical topics related to music education • an opportunity to create important new relationships in music • exposure to national, state, regional education to improve their visibility and local education leadership and reputation among music educators
To learn more about the benefits of this partnership and become an affiliate of the SupportMusic Coalition, contact Sandra Jordan at [email protected].
Sandy Feldstein (1940–2007) Sandy Feldstein had an enormous influence on the industry he adored. His vision and insight made him a sought-after leader in companies and associations the world over. Sandy’s method books and publications reshaped the way students learned and the way teachers taught. This area of Sandy’s legacy is too vast to be measured; however it is safe to say his writings and leadership have forever changed music publishing. As a founder of Percussive Arts Society, Sandy used his love of the drums to lay the cornerstone of the annual PASIC convention, uniting the percussive community from a handful of lone silos to a meaningful collection of like-minded and spirited colleagues who could all see that together they could be powerful and could—and have indeed—made a difference. Sandy was also a member of ASCAP and won several awards for his works and method books, including the Yamaha Advantage Band Method series. Sandy was also close to the NAMM family as a supporter of many of our programs and organizations, serving on AMC’s Board of Directors, as chairman of the NAMM Foundation Research Division’s Advisory Board and as a charter benefactor of the Museum of Making Music. Visit the "In Memoriam" section at www.namm.org/resource-center to view a video interview with Sandy Feldstein. FALL 2007 29 MUSIC NOTES
Who Wants to Make Music? A WEEKEND WARRIOR’S FIRSTHAND ACCOUNT
By Michael P. Carey, Boys & Girls Club of America
How do you stay connected to two young I wanted to play like them right away! My school of the arts and currently plays in four sons while living 400 miles away? That progress seemed terribly slow at times, but different bands. My younger son, Sean, was my dilemma when I accepted a I kept at it. ventured into baritone saxophone and new, exciting job in Atlanta. I had lived in became senior section leader for Lassiter Jacksonville, Fla., for 22 years, and for the As each of my son’s birthdays approached, High School, a nationally ranked marching past three years had been a single dad, I set aside money and bought them a band and two-time national champion. living alone and guitar. When I visited them spending as much If someone was willing to each month, I’d pack up I’m not sure what lies ahead, but for time as possible with take advice from a middle- my guitar and teach them now I have made some new friends, my boys. Now I had aged amateur musician, what I had taught myself. and sometimes hold “Jam Nights” in my to find a way to stay I would tell them to jump As our skills improved, basement. In the beginning, I just wanted to connected through we also learned more stay connected to my kids. I got much more in the deep end and get their impending about equipment. Guitars, than I ever expected. and dreaded “teen started. They will go places amps, stomp boxes … years” while living they cannot even imagine— the possibilities seemed If someone was willing to take advice from far away. and have a whole lot of fun! endless. a middle-aged amateur musician, I would tell them to jump in the deep end and get I thought playing guitar might help. I had I have purchased a few new toys along started. They will go places they cannot always loved music, and shared the same the way since that first guitar. Currently I even imagine—and have a whole lot of fun! rock star dreams as every other guy my own 26 guitars, two basses, 10 amps, a age, but just never took the time to learn 16-channel PA system and a nice variety of Michael P. Carey is the director of Planned to play an instrument. So, at 38, I bought stomp-boxes and effects units. Giving—Club Services for the Boys & Girls my first guitar—a used “beater”—for $100, Clubs of America. which was entirely too much. I also picked Over the last 12+ years, my hobby/ulterior up a beginner’s guitar book and began to motive has grown in ways I never could practice on my own. Many friends my age have imagined. My older son, Stephen, had been playing for over 20 years, and attended a classical guitar program at a
30 PLAYback NEW MEMBERS
NAMM Welcomes New U.S.-Based Members...
A & C Music Cattano Studios, LLC Golden Sound Love That Music!, Inc. Piney Hills Studio The A/V Group Carrollton, Texas Old Bridge, N.J. Distributors, LLC Kernersville, N.C. Ruston, La. Fort Worth, Texas Hollywood, Calif. A V Services CNS Enterprises, Inc. Mastermind Production Pioneer Valley Luthier The Instrument Doc, LLC Lufkin, Texas Henderson, Nev. Guadalupe Custom Group Supply Co., Inc. Charleston, S.C. Strings Anaheim, Calif. Florence, Mass. Abba's Art & Music Co. Coleman Audio, LLC Los Angeles, Calif. The Ithaca Guitar Works Henderson, Ky. Westbury, N.Y. McBride Music & Pro Music Ithaca, N.Y. Guitar Attic, Inc. Pawn Shop Jacksonville, Fla. ABC Music Contemporary Music Holly Hill, Fla. Denton, Texas The Music Doctor Alma, Mich. Center Professional Electronic Orangeburg, S.C. Chantilly, Va. Guitar Audio Meadowood Music Distributing, Inc. Academy Electric Inc. Pittsburgh, Pa. Blandon, Pa. Indianapolis, Ind. The String Corner Hammonton, N.J. Creative Music, LLC Liverpool, N.Y. Brookfield, Conn. Guitar Gallery Mek! Music Inc PZtronics Advantage Music, Ltd. San Antonio, Texas Brooklyn, N.Y. Lockport, N.Y. Thunderstruck Lake Ronkonkoma, N.Y. Crowell Straps Publications Dallas, Texas GZ Guitars Meyers Custom Robinson Music Co. Lees Summit, Mo. Aland Development, Inc. Maplewood, N.J. Guitars, LLC Westborough, Mass. Mountain View, Calif. Cruztools, Inc. Houma, La. Tone Factor Standard, Calif. Haight Guitars Rockbridge Music Evans, La. AMBTRA, Inc. Scottsdale, Ariz. Michael Charles Lexington, Va. Cary, N.C. Dale's Guitar Shop Music, Inc. TRAF Group, Inc. Sugar Land, Texas Hanover Marketing & Rochester, N.H. Rockingham Music Lawrenceville, N.J. American Songwriter Trade Corporation Supply, LLC Magazine, LLC Dave's Music Center Hollywood, Fla. Midisoft Corporation Derry, N.H. Tribeca Nashville, Tenn. Brownsville, Texas Torrance, Calif. New York, N.Y. Holloway Productions SASCO Pavement AmPAQ, Inc. Delta Audio Santa Fe Springs, Calif. Midtown Music Coatings, Inc. Upbeat Music & Guitars San Jose, Calif. Chicago, Ill. Company, Inc. Springfield, Mo. Riverside, Calif. Houston Piano Decatur, Ga. Amperor, Inc. Dinky Drum Company, Inc. Showcase Promo, LLC Upper Room Music Houston, Texas Company, LLC Houston, Texas Minotti Music Lexington, S.C. Owensboro, Ky. Houston, Texas North Haven, Conn. Anthem Music Institute for Independent Shunyata Research Inc. Upscale Marketing Group, Inc. DJ Worx, LLC Music Inc. Mr D's Music Academy Poulsbo, Wash. Yucaipa, Calif. Harvard, Mass. Clay Springs, Ariz. Silver Spring, Md. Houston, Texas Silicon Valley Piano Co. Valvetrain Aria 51 Music Dynamic Sound J. Gibson McIlvain Co. Murphy's Guitars Inc. San Jose, Calif. Amplification, LLC Sonora, Calif. Rehearsal Studios White Marsh, Md. Bountiful, Utah Apopka, Fla. Raleigh, N.C. Sing-A-Long-Texas Auburn Guitar Shoppe JC's Guitars Music Machine, Inc. Graham, Texas VAM Acoustics, Inc. Auburn, Ala. Dynamite Music Algonquin, Ill. Kennewick, Wash. Waterford, Mich. Griffith, Ind. Six String Place Auburn Music Judy Lei String Program Music Man's Music Mart Williamston, Mich. Verde Valley Discount Group, LLC East Valley Music Center Niles, Ill. Walker, La. Music, LLC Longview, Texas Chandler, Ariz. Smack Guitars, Inc. Cottonwood, Ariz. Kaysound Imports, Inc. Musical Exchange Missouri City, Texas Audio Agent, LLC Eastsound Instrument & Champlain, N.Y. Austin, Texas Veteran Sound Bellevue, Wash. Supplies Softfiles Corporation Killeen, Texas Eastsound, Wash. Keen Electronics, LLC Musician's Dream, LLC Brashear, Texas Audio Design & Grants Pass, Ore. Colonial Heights, Va. Vision International, Inc. Instruments Emerson Knives, Inc. Sony Creative Salt Lake City, Utah Port Saint Lucie, Fla. Torrance, Calif. Kratos Music Center Musicians Institute, Inc. Software, Inc. Selma, Calif. Hollywood, Calif. Madison, Wis. Von Schaden's Bachus Equator Audio Research '80 Proof' Music Conservatory, Inc. Carpinteria, Calif. Krisbran, Inc. Musipire, Inc. Sound House Music Schulenburg, Texas Austin, Texas Leesville, La. Elmhurst, N.Y. Pikeville, Ky. Fat Tone Guitars, LLC Weeks Music Ballew's Music Northbrook, Ill. Laboratory Music, LLC Nicolaudie America, Inc. Sound Repair Master Buffalo, Mo. Carrollton, Ga. Deptford, N.J. Orlando, Fla. Houston, Texas Fein Violins, Ltd. Wendler Instruments BandBlast, LLC St. Paul, Minn. Lake Elsinore School Norris Family Music Sound Systems, Inc. Lawrence, Kan. McLean, Va. of Music Mesquite, Texas Myrtle Beach, S.C. Frantone Electronics Lake Elsinore, Calif. Wingfield Audio BBB Music Center Brooklyn, N.Y. Olympus Imaging Sound Town, Inc. Chestnut Hill, Mass. Chillicothe, Ohio Larocco's Music America, Inc. Denver, Colo. Fred Kelly Thumb Picks Costa Mesa, Calif. Center Valley, Pa. X-Tempo Designs LLC Bee In Tuner, Inc. Grayling, Mich. Spotlight Karaoke Store Los Angeles, Calif. Massapequa Park, N.Y. Light and Small Guitars Ooh La La Houston, Texas Geauga Music Portland, Ore. Manufacturing, LLC Bill Hill Music Studio Center, Inc. St. Louis Park, Minn. Swampdogs Music & Sales Chardon, Ohio Line-Master and More, LLC New Braunfels, Texas Sacramento, Calif. Parramore Pianos Columbus, Ohio Generator, LLC Gainesville, Fla. Bill's Pawn & Minneapolis, Minn. Logan Music, LLC T.G., Inc. Jewelry, Ltd. Logan, W.V. Pavlov Music Center, Inc. Chambersburg, Pa. San Antonio, Texas Genesis Drum Cambridge, Ohio Company, LLC Lombard’s Music Store Telescript, Inc. Blazing Guitars, LLC Helotes, Texas Lewiston, Idaho Piano For Preschoolers Norwood, N.J. Walla Walla, Wash. Dripping Springs, Texas George Mason University Lone Oak Enterprises, Texas Band & Boerne Hearts' Home Fairfax, Va. LLC Piano Press Orchestra, LLC Acoustics, Inc. Dublin, Calif. Del Mar, Calif. McAllen, Texas Fair Oaks Ranch, Texas FALL 2007 31 NAMM RESOURCES
The Model for Industry Growth Industry Events 2007–2008 OCTOBER 4–6 PALME India Mumbai, India 11–14 My Music International Music Expo Friedrichshafen, Germany 17–20 Music China Shanghai, China 31–11/3 PASIC 2007 Columbus, Ohio NOVEMBER 1–4 Musical Instruments Fair Yokohama, Japan DECEMBER NAMM reinvests its trade show revenue back into the 18–22 The Midwest Clinic music products industry to increase active participation in Chicago, Ill. music making and grow the market for musical instruments and products. In 2006, the association reinvested more JANUARY 2008 than $10 million in market-building initiatives. 9–12 35th IAJE Annual Conference Toronto, Canada 17–20 2008 NAMM Show Anaheim, Calif. RELATED ASSOCIATIONS FEBRUARY National Association of Young Music Merchants (NAYMM) 13–16 TMEA 2008 Clinic/Conversation The National Association of Young Music Merchants is open to San Antonio, Texas NAMM Members, ages 21–35, to help them network with others For more industry events, in the industry and prepare them for future leadership of the visit www.namm.org/events/industry-calendar. music products industry. NAMM Online Membership Directory NAMM PUBLICATIONS/RESOURCES Searchable online database of more than 9,000 NAMM Member companies, available on www.namm.org. Member login required. Industry Performance Report Free to retail Member survey participants, this comprehensive PLAYback and PLAYback Digital report details the results of the Industry Insights' Cost of Free subscription to NAMM’s quarterly Member-exclusive industry Doing Business Survey, sponsored by NAMM, and tracks key magazine and a bi-monthly e-newsletter customized to Member performance variables. Purchase copies at the NAMM Store segment. Call NAMM’s Contact Center at 800-767-6266. during the trade shows or through NAMM’s Contact Center at 800-767-6266. Research The NAMM Foundation funds research projects to study the links 2007 NAMM Global Report, between music making and health and wellness. Featuring Music USA www.nammfoundation.org
Annual statistical review of the music products industry. Free NAMM’s mission is to unify, lead and strengthen copy to NAMM Members; additional copies can be purchased the global music products industry and to increase through NAMM’s Contact Center by calling 800-767-6266. active participation in music making.
32 PLAYback NAMM Works on Your Behalf Growing the Market Museum of Making Music By creating programs, forming strategic partnerships and educating Celebrates the past and current achievements of 100 years of the public about the benefits of making music through its new the music products industry. More than 450 instruments are on Wanna Play? consumer campaign, NAMM works to create greater display; the collection includes hundreds of sound and video enthusiasm and participation in music making as a recreational clips. www.museumofmakingmusic.org past time. Opt-ins on NAMM-sponsored events enable retail Members to connect with new customers in their areas. NAMM Resource Center www.namm.org/marketdevelopment Free access to historic music products industry photographs, product catalogs, company profiles and videotaped oral histories Offering Free Business Training that capture and preserve the thoughts of some of the music In our ever-changing world, education is essential to keep up products industry’s greatest contributors. with new information and trends. NAMM University provides free www.namm.org/resource-center industry-specific sessions at the trade shows that address today’s challenges and opportunities, and help you sharpen your skills, William R. Gard Memorial Scholarship increase your company’s profitability and grow your business. $2,000 annual tuition to eligible NAMM Member business www.namm.org/events/nammu owners or employees of NAMM Member companies. www.namm.org/initiatives/gardscholarship WEB SITES Museum of Making Music Summer NAMM NAMM-ENDORSED PROVIDERS www.museumofmakingmusic.org www.summernamm.com
NAMM Foundation NAMM University www.nammfoundation.org www.namm.org/events/nammu
NAMM Recreational Music Making www.namm.org www.rmm.namm.org
Br o k e r Se r v i c e s The NAMM Show SupportMusic www.thenammshow.com www.SupportMusic.com
/De b i t Representing Your Interests in Washington One of the most visible ways NAMM stands for its Members every day is by providing ongoing representation in Washington, D.C., on hot issues that impact the music products industry. NAMM’s efforts on Capitol Hill have resulted in millions of dollars in appropriations to fund programs and initiatives that increase active participation in music making. www.namm.org/govtrelations
OTHER RESOURCES Legislative Representation Legislative representation in Washington, D.C., specializes in rental, purchase and lease contract review and other legal assistance. For a free phone consultation, contact NAMM at 800-767-6266. 800-726-9006
FALL 2007 33 VIEWPOINT
Overheard at Global Summit VI
“In the future, we’ll have artificial “Guitar Hero gives people the experience of intelligence. Your music teacher will be rocking out, but you’re not really rocking out… inside the musical instrument. The musical yet. We would like to help introduce people to instrument will tell you what you’re doing the world of music.” wrong. It will analyze the frequencies and Chris Larkin interact with you.” Youth Marketing Expert Dr. Michio Kaku Red Octane Physicist and Television Host
“Are you market-driven because you’re close “Every company is an idea factory. Every to the market, or are you market driving? company innovates or it doesn’t survive, Are you so in tune with the market that you but where and how it innovates and how can sense latent unexpressed customer successfully it innovates is another matter.” needs and desires and go after that— Robert TuckeR because that’s the territory of Blue Ocean PRESIDENt Strategy.” THE INNOVATION RESOURCE
Gabor Burt, Renowned Expert on Blue Ocean Strategy
“Today you can’t do without a drum set “Everything in the universe has an or a bass guitar if you’re recording for appointment and everything is on schedule. Hindi films.” So Recreational Music Making will be here soon.” Soumen Bagchi CONSULATE GENERAL OF INDIA Karl BruhN CONSULTANT, BRUHN and Associates
“Once you have the great ideas, you have the “Better experiences equals more young great new promise, everybody loves talking musicians equals happier teachers equals about it. Everybody feels it’s kind of sexy, but more purchases. And with that collective they hate to do it because when you take it approach to improving musical education, back to the office it takes a certain leap of there’s no reason why we can’t transform faith, right?” the number of kids who are picking up instruments and don’t want to put them Mark ThompsoN back down again.” AUTHOR
David Price Music Education Expert Music Arts Limited
34 PLAYback "Music is well said to be the speech of angels."
Thomas Carlyle (1795–1881) British historian, essayist rnormus} {Orde (or-d&r-’nor-m&s) adjective 1: an exceedingly large, unexpected order 2: having an immense number of people wanting to purchase your products 3: [see the NAMM Show]
} Badge-envy { NS08(’baj-’en-vee) NouAdn 1: resentful awareness that most NAMM Show attendees have already registered for their badges and can walk directly into the exhibit halls to see all the great new products 2: intense feelings of regret for not registering online for your NAMM Show badges—while they were still FREE!
Why wait in line to pick up your badges when you can pre-register online? It’s quick, easy and once you’ve ordered your company’s January 17–20, 2008 FREE badges, the only thing left to do is enjoy the show. Anaheim Convention Center
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