Canadian Music Trade - February/March 2018 | Page 17

NAMM NEWS
By Zach Phillips
2018
A NOTE FROM ZACH:
RETAIL
RESOLUTIONS
Our
members tell us
that getting one
good idea can pay
for your entire
trip to The NAMM Show. But in reality, I
believe most attendees walk away from
NAMM U sessions with dozens of great
ideas. The only challenge is finding time
to put those ideas to use when you leave
Anaheim and return to your business.
To help you get started, we’ve outlined some
key areas to focus on in the new year. Think
of this as a priority list to navigate 2018. And
don’t wait until the next NAMM Show to pick
up more ideas. Summer NAMM, held June
28-30, 2018, at Nashville’s Music City Center,
promises to offer new tips, strategies, and best
practices to help you grow your business. Start
planning your travel now!
Map your customer’s journey. At 2017
Summer NAMM, retail futurist Doug Stephens
referred to an airline that earned his business
with brilliant marketing, only when he boarded
his flight, he spotted a duct-taped window
– not exactly inspiring his confidence. When
your customers want new musical products or
services, what’s their complet e experience, from
their first Google search to the moment they
purchase to their experience post-purchase?
Where are you exceeding expectations? Where
could you up your game? Walk through the
entire customer experience, identify your duct-
taped windows, and make fixing them a goal.
Focus on voice search. A few years ago, you
nailed down your search engine optimization
strategy, and now you’re done, right? If only.
Between Siri, Alexa, and Cortana, voice search
has changed the SEO game. More than ever
before, consumers search for musical products
and services online by asking questions and
using phrases. Is your website optimized for
natural language search? It’s time to give this a
second look.
Consider upping your events schedule.
I recently spoke with a new independent
combo retailer operating in a competitive
market. In its first year, the store is projected
to hit $1.4 million, and it’s driving traffic and
business largely with a bustling events series.
This includes everything from manufacturer-
sponsored clinics to themed sales to participation
in Make Music Day. The takeaway? If you’re a brick-
and-mortar retailer, you’re in the events business.
Expand your sales channels. If you’re
already selling through eBay, Reverb.com, and
Craigslist, consider creating a Facebook store
or selling through Instagram. Make purchas-
ing easy for your customers by going where
millions are already buying and selling.
Keep an eye on emerging technologies.
If you’re a school music retailer, how will
self-driving cars impact you in the future? For
brick-and-mortar operations, how can virtual and
augmented reality be integrated into your show-
room experience? And what new opportunities
do these technologies present? New smart-
phones already have augmented reality technol-
ogy built into their operating systems. Now’s the
time to start exploring these questions.
And keep looking for great ideas year-round at
NAMM U Online by visiting www.namm.org/
nammu. It’s a fantastic resource designed with
you in mind.
Zach Phillips is the Director of Professional Development
for NAMM, the global not-for-profit trade association
representing 9,000 manufacturers and retailers of musi-
cal instruments and sound products. NAMM’s mission is
to strengthen the music products industry and promote
the pleasures and benefits of making music.
CANADIAN MUSIC TRADE
17