have to know how to use it properly .
“ The ad platform is incredibly powerful and there are many new features rolling out this year that are fantastic ,” he says . “ It can and does work , but you have to make it a priority and include it in your planning and brainstorming sessions .”
Citing an example , he recalls a campaign he did for a microphone manufacturer that ultimately brought in 15,000 qualified fans after three months of advance planning . As illustrated , a big part of finding your stride with Facebook is trial and error .
“ You have to be willing to test and test and test a lot on conservative spends . Then you analyze the results , make some changes , and test again ,” Newman offers . “ The best returns are from the custom audience targeting , like showing ads to people that have abandoned shopping carts or those that watched 50 per cent of the videos you posted or people that don ’ t open your emails .”
That brings up a crucial point . “ You ’ ve got to know what ’ s possible and how to put it all together and measure the results ,” he continues . “ Half of all small businesses don ’ t even know if their social marketing efforts are working – they ’ re just in auto-pilot mode , going through the motions .”
He recommends stepping back from your business and thinking like a consumer . Analyze your entire online presence , from your company story to your product pages to all of the news and posts you ’ re sending out . Make sure your content is compelling for your target customers .
Then , there are analytics available from several platforms that can paint a clear picture of how effective your Facebook promotions can be ; make sure you ’ re taking advantage .
“ Don ’ t spend big until you know something is working and you can scale it up ,” says Newman . “ I ’ m a data-driven person and nothing gives you more confidence to increase an ad budget like measuring actual profits from your return . Learn what to measure and track , then adjust and repeat this process until you start moving the needle .”
Basically , don ’ t just abandon your Facebook efforts because the platform dialed down the free features . “ Your efforts can and will work ,” Newman says reassuringly , “ but it has to be a priority with knowledge , education , and consistent execution .”
Put Your Students ( and Lesson Program ) in the Community Spotlight
Noel Wentworth – Wentworth Music
A repeat recipient of NAMM ’ s Top 100 Dealers distinction , Wentworth Music has three locations serving musicians in British Columbia . Its flagship store in Kelowna has seen lesson enrollment surge in recent years from 90 to 900 students . The growth was so impressive that NAMM invited Noel Wentworth , the company ’ s VP of education and media , to present an Idea Center session at the 2017 show on how they achieved the feat .
“ It doesn ’ t happen overnight ,” Wentworth begins , “ but I can say that constant activity in and around your business is crucial – basically , getting your name mentioned by doing things in and for your community .”
His NAMM University session was largely centred around one very successful initiative : putting on rock concerts that feature Wentworth Music ’ s students as the stars . “ There ’ s really no better way to market your lesson program than to put on a dream-like performance ,” he attests – and there are several reasons for that .
The shows happen twice a year at the Kelowna Community Centre , with a complete production package including 24-ft . stage risers , a huge PA , an impressive moving light rig , and some special effects . Each one features upwards of 200 students performing for a sold-out audience ( as each student typically sells a handful of tickets to family and friends ) and all proceeds from the event go to various local charities .
“ We initially gave the proceeds away for no other reason than it felt right and we were hopeful of a small thank-you in the paper ,” Wentworth admits . “ Then the hospital foundation suggested we start working with other likeminded businesses who would donate to the hospital under our concert name in exchange for recognizing them as title sponsors and strong community supporters during the promotion of the event , at the event , and at the cheque presentation . That ’ s when it took off .”
Since , Wentworth Music has greatly benefitted from media and community support . “ Because of these two concerts alone ,” Wentworth adds , “ our name is mentioned in one form or another in the media for six to eight months out of the year . And the more your name is mentioned or visible , the more you ’ re top of mind .”
The results speak for themselves and enrollment is still growing . As Wentworth explains , it comes down to the power of a good story , and dozens of music students of various ages becoming rock stars for a night in support of a good cause is a great one .
Other successful initiatives that have put the school into the spotlight include instrument petting zoos , where Wentworth sets up various instruments at popular community events and invites anyone and everyone to give them a try . The hope is that people ’ s curiosity is piqued enough to consider lessons .
Another followed the sudden passing of a former Wentworth Music student , whose family asked if , instead of flowers , people could send money to help some of the store ’ s less fortunate students purchase a new instrument . After a few months , they ’ d raised a few thousand dollars and Wentworth Music facilitated the purchase – at dealer cost – of some gear for a pair of deserving families . The media picked up the story and Wentworth Music once again benefitted from widespread coverage .
“ In a nutshell ,” Wentworth summarizes , “ you get what you give .”
24 • CANADIAN MUSIC TRADE