There ’ s really never a bad time to take a few minutes , block out distractions , put pen to paper ( or finger to screen ), and brainstorm some ways you can boost your business . But that first part – about setting aside some ever-valuable time – might often seem simply impossible in the face of even just the basic tasks that come with operating a business day in and day out .
But maybe the beginning of a new calendar year is just enough of an occasion to actually buckle down and give it a try . Whether it ’ s a matter of fine-tuning a practice you ’ ve had in place for years or introducing an ambitious new initiative that leads to entirely new promotional avenues or revenue streams , there ’ s no shortage of things you could be doing differently , and some of them might just blossom into a bigger bottom line . Considering the value of time as a commodity , even just doing some of the things you ’ re already doing more effectively or efficiently can yield big-time benefits .
In an effort to kick-start your creativity , we ’ ve kicked off 2017 by rounding up a small handful of retailers and having them share some ideas they ’ ve put into place that have produced results .
Some of these have spawned from NAMM University Idea Center sessions at the recent NAMM Show in Anaheim ; others just came up in casual conversation at that very show . The point is that there ’ s no shortage of ideas that you can adopt outright , adapt to fit your market and company culture , or that simply get the wheels turning and set you off on a different tangent entirely .
Let ’ s call them New Year ’ s resolutions that you ’ ll actually be able – and want – to keep .
Be Your Customers ’ Eyes & Ears
Raphaël Bujold – MSP Musique
During the aforementioned 2017 NAMM Show , the Facebook , Twitter , and Instragram pages of MSP Musique , with locations in Levis and St-Nicolas , QC , were full of great photos and videos from the show floor . From up-close looks at new , custom , or limited edition products to updates on some of the exciting happenings surrounding the show , MSP was clearly looking to share the NAMM experience with its customers .
“ I ’ m trying to show what ’ s special about NAMM and give people an idea of the vibe ,” says MSP Co-Owner Raphaël Bujold , who notes that many of the store ’ s regular customers are aware of the show and excited by the idea of having all of that gear in one place . “ Sometimes that means getting a shot of a famous artist or a wide view of some of the cooler booths , but often , it ’ s just a shot of a really nice or cool product .”
This approach needn ’ t be limited to major musical instrument trade shows . As a member of the music industry , you ’ re often entitled to some pretty enviable perks . Factory tours , backstage visits , autograph signings … These are all opportunities to offer your customers a look behind the curtain , and they ’ ll appreciate it .
You ’ ll need to experiment with the kinds of events and , subsequently , the kinds of posts that best engage your customers . Bujold notes that , with his NAMM Show posts , he ’ d often throw in little jokes or funny observations that seemed to go over well . You know your customer base , after all , and finding what appeals to them and keeping it consistent with your store ’ s brand is the key .
And don ’ t get discouraged if you ’ re not getting dozens of Likes or Shares with each post . At first , you ’ re simply looking to gain some traction and introduce the idea to your audience . Later on , even if a post elicits just one comment or question , it could start a dialogue that leads to you landing a loyal customer .
“ With our NAMM posts , on average we had maybe one or two comments and about five to 10 likes per post , while some got to five comments and 30 likes ,” Bujold offers as an example . “ But I was also getting messages from customers in our private inbox , and those were usually very good questions – people asking to look at some new stuff they heard about or asking about what ’ s new from specific brands . I think those questions are a gold mine of engagement with customers .”
By answering those questions and fulfilling those requests , you ’ re going above and beyond to serve your customer , and we all know how that can yield rewards over the short and long terms . Bujold even suspects that many of MSP ’ s regular customers purposely time their small accessory purchases – strings , sticks , and the like – for post-NAMM in order to get some inside info .
“ In the days since the show , lots of people have told me that they ’ d seen our NAMM posts and we ’ ve been getting a lot of questions about what we saw and what we ’ ll be bringing into the store ,” says Bujold . “ The cool thing about it is that when a conversation starts , you can share all kinds of details about the NAMM experience and people love that . Then you can get them excited about some of the things you ’ re bringing into the store .”
Don ’ t Give Up on Facebook
Michael Newman – Michael Newman Consulting
We ’ ve featured articles in these very pages over the past year encouraging retailers to take advantage of social media sites with still-swelling popularity like Snapchat and Instagram ; however , MI industry consultant Michael Newman told retailers attending his Idea Center session at The NAMM Show to not give up on good old Facebook .
Newman has spent over 20 years in the pro audio and MI industries and currently provides internet and social media marketing advice and services through his San Diego , CA-based consultancy .
“ When dealers were starting to use social marketing , they expected an instant return on their efforts even though we know that TV , radio , and print take time to develop ,” Newman shares . “ Then Facebook reduced its reach and many got upset by this .”
Their frustrations may not be unfounded , though Newman notes that Facebook can still offer a great return on investment even in a “ pay-to-play ” capacity – you just
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