Canadian Music Trade - December / January 2020 | Page 17

Supplier Spotlight
ULTIMATE
MUSIC
THEORY
By Andrew King
I
t’s not too hard to be inspired about
your life’s work when it involves
the stated goal of “enriching lives
through music education” around
the world. Such is the case for Glory
St. Germain, who has successfully
applied that motto to her thriving business,
Ultimate Music Theory.
With roots in Winnipeg, MB, and a
team that extends across the country, Ulti-
mate Music Theory offers a wide selection of
physical and digital learning tools, including
its core Workbook Series, with levels ranging
from the Beginner ABC Series through
Advanced, in addition to the Supplemental
Series workbooks, official Exams, and answer
books for easy and accurate marking; in fact,
the company’s focus on educators and the
many resources they’ve dedicated to helping
them succeed have been a key contributor
to the widespread adoption of UMT courses
over the past decade-plus.
“We differentiate from other publishers
because we provide education for each of
our UMT products, plus our exclusive on-
line certification course for teachers,” shares
St. Germain, the company’s founder, CEO,
and lead author. She points to the fact that
UMT is “all about NEPD” – never-ending
professional development – for teachers, and
notes that their series of online courses “en-
sures that teachers have access to professional
development around the globe.”
Since launching in 2008, Ultimate
Music Theory’s product creation and cu-
ration have been driven by on-the-ground
discussions with teachers and music retailers.
“What are the latest trends in music edu-
cation? How can we serve our community
and support our dealers to provide the best
products for all musicians and educators?
Glory St. Germain (left) with Long & McQuade Print Purchasing Manager Bob Kohl
We listen, and we answer those questions by
creating products that support their needs,”
St. Germain says.
To do that, she and her team keep in close
contact with dealer partners while also hosting
regular webinars for teachers and keeping very
active in the bustling Ultimate Music Theory
Facebook group. “We are constantly involved
in the problems educators face and are there to
resolve the issues, even if it’s as simple as pro-
viding free resources to support their teaching
needs,” St. Germain reinforces.
The company also puts a lot of effort
into dealer support, recognizing the im-
portance and potential of such a symbiotic
relationship. They’ll work with stores to
host live workshops that typically result
in a significant sales boost, collaborate on
pre-order campaigns for upcoming releases,
support appearances at trade shows and
community-based events, bring retailers into
the professional development process to help
drive customers through their doors, and
offer a suite of customizable in-store and
online marketing materials.
Of course, some of those same initiatives
contribute to the brand’s growing profile in
North America and internationally. In ad-
dition to advertising in and contributing to
music industry trade publications, Ultimate
Music Theory uses its webinars, live work-
shops, and strong presence on platforms
like Facebook and YouTube to reinforce its
offerings and identity.
“We’re very active in our Facebook
group, doing live videos every week to
showcase industry leaders and educators
and provide ongoing education for teachers
and students,” St. Germain attests. “We also
attend trade shows, provide email support
with specials for our dealers, and call in
directly to develop those special relationships
since that personal connection can get lost in
email-only communications. The key to any
effective campaign is building rapport and
knowing your customer base to narrow your
niche and speak directly to them.”
For St. Germain and her team, the
biggest reward is seeing their motto come
to fruition in the real world as the product
of mutually-beneficial partnerships with
retailers, educators, and learners.
“Teachers that are in our Ultimate Music
Theory Certification Course are finding
massive success in their teaching,” reports St.
Germain, “and our dealer partners continue
to order from us again and again, telling
me that what we’ve created will change the
course of how musicians learn, teachers
teach, and dealers sell.”
Heading into 2020, St. Germain and
her team plan to continue their efforts to
build and maintain momentum throughout
North America while strengthening their
push into new markets. “We’re currently
expanding into Australia, South Africa, New
Zealand, the U.K., Hong Kong, and China,”
she proudly reports. “With certified teachers
now in eight countries, we’re continuing to
grow our market, supporting educators and
developing new dealer partners along the
way. What an exciting year ahead!”
It’s clear St. Germain is passionate
about her work, but again, that’s basically
inherent in what she gets to do. She and her
colleagues at Ultimate Music Theory aren’t
just sharing the gift of music; they’re em-
powering others to do the same, one book,
workshop, or webinar at a time.
Andrew King is the Editor-in-Chief of
Canadian Music Trade.
CANADIAN MUSIC TRADE 17