especially lately . “ I think that improved communication with our suppliers throughout the pandemic has been helpful in keeping us up to date on the availability and arrival times for many of our products . Due to supply shortages , delays were more common , but having this knowledge is important to manage expectations with our customers .”
So , what does this all mean in terms of what dealers can do to revitalize their band instrument sales and rentals in such challenging times ? It ’ s worth reiterating that things are trending in a more positive direction now . The return of band programs and concerts has had the expected effect of reviving the market . But there remains a lot of challenges and uncertainty and it ’ s not a smooth and straight road to recovery .
“ I think there ’ s no secret formula to their situation . We ’ re helping our dealers to continue offering the great customer service that they ’ ve always offered in order to be successful . They ’ ve always had great customer service . So , in this day and age , customer loyalty is the key piece of the puzzle . I ’ d encourage dealers to focus in on the quality of the services that they ’ re offering ,” says Dring , speaking from his experience visiting hundreds of stores . “ I think we ’ re in an interesting moment right now because of the pandemic , but customers kind of understand the nightmare that retailers have been through recently . And I think , even in this inflationary economic situation we ’ re in , there ’ s a willingness to support your local retailer , even though you know it ’ s at a somewhat higher price point than just turning to Amazon or other online retailer , to be able to feel that sense of local support and belonging . I think that you ’ ve got to lean into that . The public understands what music stores have been through , they get it , and you don ’ t have to be the cheapest guy on the block . But if you just do really , really well by your customers , support them , be their one-stop-shop for all things music and music making … they ’ ll put the phone down and listen to the human being they ’ re talking with rather than a website screen that we ’ re all fed up with . That ’ s the magic . Make sure you ’ ve got the most beautiful storefronts , have everything looking like a showroom , like the music stores that we were all used to pre-pandemic . Just really lean into that and be the best or you can and that ’ s the trick to it , I think , from going to a lot of stores .”
Asked for his advice to other retailers , Bond says that “ in the absence of regular band programs , offer alternative ways of creating music , such as percussion , strings , songwriting , and recording . It is important that we build relationships with our school music educators and show that we are partners with them . A boost in band instrument sales comes from a long-term commitment to providing the customer with sound advice and support .”
It ’ s obvious that any sustained long-term revitalization of band instrument sales and rentals is highly dependent on the long-term health of music education in schools . Sadly , the current state of music education varies widely from region to region , and sometimes even from school to school within the same school board .
“ Right now , the most critical issue is the state of music education in schools ,” says Stokholm . “[ Long & McQuade ] have maintained contact through our educational sales reps with music teachers and administrators throughout the pandemic . Often programs pivoted to other forms of music making , where they could , in lieu of band programs , or they required unique items like musician PPE equipment , which we sourced for them . Now , as we are hopefully turning the corner on the pandemic , maintaining that connection with music teachers is more important than ever . We need to find ways to creatively assist them in recruiting and reaching out to students who have missed out on the amazing experience of band programs . Obviously online sales grew tremendously , particularly in the early part of the pandemic . It seems new levels of online shopping will remain in perpetuity , so it will be vital to be able to provide sales and rentals effectively online for those customers who prefer to shop that way . We have seen a sharp increase in our online rental usage in the past 12 months and keep working to improve that area of our business . Essentially , understanding that we are all moving through an accelerated time of change , which is creating new opportunities to creatively adapt and grow our businesses . Hoping for a return to how things were could leave you wondering where your customers went , down the road .” Much of that sentiment is echoed by Steve Butterworth at Yamaha Canada Music . He estimates that around 80 % of the band instrument market is school-based . “ So , fewer students continuing on in band means they don ’ t go on to get their first wooden clarinet that they would play in honour bands , and that they would play in the local community orchestras for those kids that are getting really serious . And then they won ’ t purchase that pro- or custom-level instrument that they go into university with . So , the foundation is school music .”
That is why Butterworth ’ s biggest advice for retailers and everyone else in MI , and it ’ s really more a call to action , is to support the Coalition for Music Education in Canada .
“ They have a tremendous capability to lobby governments , to lobby influencers , to promote access to quality music education in schools across Canada . So , I think if the industry wanted to rally behind one cry and one call , it ’ s to support the Coalition for Music Education . Some companies may have paused their sponsorship or it kind of faded away , but I think this is the one organization in Canada that the industry should get behind ,” he continues . “ NAMM backs it and some of the larger industry players are part of it , but even a small dealer , providing some financial support , even at a time of hardship , will help get more kids in school band and it ’ ll encourage more educators to continue and to want to inspire to create a great program for kids . There are teachers out there doing that , and organizations like the Coalition for Music Education in Canada , the provincial MEAs , the provincial band associations , they ’ re all working to provide support and create an environment where school music programs can thrive .”
So , even after all the challenges of the past two and half years , and all the challenges that remain , when it comes down to it , much of the old tried-and-true advice for band instrument dealers remains valid — build relationships with and support music educators , fight for music education in schools , and keep good and consistent communication with your suppliers . Though how you do that , and even the urgency of doing it , may have changed a bit . Things are rebounding , though , in the brass and woodwind market , and that is good news . We ’ ll gain clarity in the coming months as students and educators prepare for maybe the first normal ( ish ) school year in a long time . So , work hard and keep your fingers crossed .
Michael Raine is the Editor-in-Chief of Canadian Music Trade .
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