Think NAMM Young Professionals!

By Mark Despotakis

One of the things that give the music industry great character is its diversity of talent. We all come to the industry with a great passion for music. Just as there is a wide range of music styles and products, there is also a wide range of people in our industry. So, how do you find your niche?

NAMM, through the Generation NEXT program, as well as other initiatives over the years, has tried to recruit smart young people to our industry. They’ve done a great job of doing that. And, we all have young people in our companies whom we want to develop…whom we want to help grow their passion for the industry. And, many of us are still relatively new to the industry, as well. And, just like in any industry, young members can sometimes find it difficult to find their place. Are you under 40 and looking for your place in our industry?

Many of us travel to the NAMM show and Summer NAMM each year. In many instances, we’re the only ones from our company to attend. So, are you maximizing your time at the trade shows, to get the most out of the experience not only for your company, but also for your own professional development?

Many in the industry don’t get to attend the trade shows, but still want to be involved and develop themselves more fully. That can be a challenge when you aren’t able to attend the trade shows to learn and network in person. So, how do you find your niche that way?

Luckily, our industry has an answer to all these questions: NAMM Young Professionals (NAMM YP). You may have heard of the group before. It was a group that met at the NAMM show and Summer NAMM in a social setting. We’re now changing things up a little bit to allow for industry members under the age of 40 to come together to learn and network at trade shows, but also during the rest of the year.

We’re kicking off the new and improved NAMM YP at the 2013 NAMM show with a half-day of professional development and networking. We’re bringing together both industry leaders and emerging talent. The event takes place on the Wednesday before the show opens, January 23, and starts with a keynote speech by Tom Bedell.
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By Rebecca Apodaca

This will be this writer’s 37th Winter NAMM show. As a retailer, a technician and an appraiser who has a store that sells school music and church music to pros and to amateurs, and as a writer for the industry, of course I’m going to the Idea Center sessions to learn as much as I can.

My first step is to review what courses are offered at the Idea Center, and then who will be speaking at the Breakfast of Champions. I’ll attend them, but I also look for seminars for employees or for my Manager to attend. We will all have a meeting afterward to discuss what we learned and how it will apply to our store. I know that this information is what has allowed my store to survive in one of the toughest industries. I recall the days when the sessions were one-and-a-half to three hours at the Hilton. The information I learned in those sessions was pure gold. Personally, I didn’t mind that they were a couple of hours; it was just more time to learn.

Starting when she was 12, I even made my daughter attend. I told her that, since she worked in the store, it would help her to help me, and even help her social skills in dealing with teachers and fellow students. It worked! We are celebrating the 35th anniversary of A & D Music Inc. in 2013, and my daughter is now a successful music director of four orchestras and has grown a program, in five years, from four students to 90, including eight double-bassists.

These seminars offer industry-specific information. Yes, there are motivational sales seminars for selling everything out there, but our own retailers and manufacturers teach most of our seminars. Let’s learn from those who have gone before us and, even more importantly, let’s now learn from the new, up-and-coming part of the industry. We don’t have time to sit back and say, “We’ve done it this way since 19-whatever.” It is a new industry with challenges that we have never seen before.

Breakfast Of Champions
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By Fred W. Gretsch

For the third year in a row, NAMM will be holding its Top 100 Dealer Awards competition this year. Since 2011, the award has recognized the efforts of NAMM’s most creative and proactive retail members. In addition to choosing the Top 100, an independent panel of anonymous industry peers also selects winners in 10 “Best Of” categories, as well as bestowing the prestigious Dealer of the Year award.

Simply surviving in today’s retail environment is a daily challenge, and I salute any dealer who’s managing to maintain a successful operation. But it’s a simple fact that some dealers are truly exceptional in the way they do business. Whether it’s how they display their merchandise, how they interact with their community, how they advertise, how they promote their business, how they use online technology or how they use some other unique approach, these dealers are doing more than surviving. They’re taking specific and deliberate steps to set themselves apart from the norm and, thus, attracting more customers and generating more business. These dealers and their efforts are what NAMM seeks to recognize with the Top 100 awards.

I want to synopsize the “Best Of” categories that are part of the Top 100 award program. The winners of these categories will be chosen from among the overall list of the 100 top dealers. (More information about these categories can be found at namm.org/summer/2012/top-dealer/categories.)
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The Music & Sound Retailer, as always, has NAMM covered from all angles, and we have an incredible menu of content to share with you this month. For starters, we’re offering a special Digital Edition of our January show issue. At 96 pages, it’s a super-sized edition of The Retailer, packed with hot new products and the latest news tidbits, pointers on what you should check out in Anaheim and analysis of the market during these tumultuous economic times. Haven’t received your January print copy in the mail yet? Read the Digital Edition now by clicking here.

We’re not just about print publishing, though. We also believe that people should see and hear their news! That’s why we produce ConventionTV@NAMM every year live on-site at the convention center in Anaheim. The program, which attendees see on the show floor, in convention hotel rooms and streaming online, gives viewers a comprehensive view of everything happening at NAMM, from rumors about mergers and acquisitions to an up-close look at product launches. With a fresh show each day, it’s the only on-site news source you need. Check out www.conventiontv.net during the show, where we’ll stream the latest broadcasts.

And finally, don’t forget about The Music & Sound Awards, now in their 27^th year and still unrivaled as the leading awards program in the music products space. At the NAMM show, I’ll personally be handing out award hardware to winners in both the dealer and the manufacturer divisions. You’ll see highlights on ConventionTV@NAMM, and we’ll share all the details in the March edition of The Retailer, our annual Award Winners issue.

This will probably turn out to be your most important month of the year. Don’t miss the business intelligence that The Retailer puts at your fingertips.

Winter NAMM is just around the corner, and attending the show offers plenty of potential to have a positive and dramatic effect on your business. Sure, it’s challenging to leave the store. But for those four days, the entire industry gathers, giving you the opportunity to build relationships, see new products, sharpen your skills, focus on building your business and shape your future.

Top Five Reasons To Attend NAMM
1.    See, Touch and Hear New Products
With more than 1,400 exhibitors, you’ll have more than enough opportunity to discover new products and services for your store.
2.    Keep Up-to-Date on Music Industry Trends and Issues
Go to NAMM with the mindset to learn about issues that are affecting your business. In this highly political year, dealers have been deluged with conflicting information. Having direct contact with your suppliers will help you get a clearer idea of what’s on the horizon.
3.    See Existing Suppliers
Although it’s important to source out new products and vendors, make sure that you meet with your existing suppliers. Vendors exhibit primarily to attract new dealers. Be respectful of your rep’s time, and focus your conversation on ways to increase your business together. Ask what their company’s goals are for 2013 and explore how you can mutually benefit.
4.    See Specific Companies and Products
Start laying the groundwork now and begin contacting your targeted vendors. Try to get all the details worked out prior to the show. Use the time at NAMM to have your reps teach you about their products and explore ways of building your business together.
5.    Network with Fellow Store Owners, Colleagues and Vendors
They say that the real deals at NAMM are made in the bars after show hours. Work the adjacent hotels and look for opportunities to attend vendor-sponsored events.

Pre-Show Checklist
Careful preparation is crucial. How successfully you accomplish this, and whether your time is well spent, is the key to a successful show.
1.    Setting Goals
What are your main objectives for attending NAMM? Write down all the reasons why you’re going, and then prioritize them. Set realistic goals for each day; allow space between your appointments for meetings that run long or impromptu booth stops.
2.    Use the NAMM App
With this convenient, free app, it’s easier than ever to find your way around the floor and plan your show. This comprehensive resource includes a schedule tool, exhibitor listings, maps, event lists, speakers, a photo gallery, Facebook and Twitter connectivity, and more. If you have difficulty making appointments during show hours, try to schedule meetings at breakfast or after hours.
3.    Confirm Your Appointments Prior to the Show
You’ll work hard to secure appointments. Ensure that they will be kept by sending e-mail confirmations the week prior to the show.

During The Show
1.    NAMM Breakfast Sessions
Each morning, NAMM serves up a hot meal and an inspiring presentation delivered by savvy speakers and industry leaders. Make it a point to attend the Best in Show session, where music industry panelists provide their assessments of noteworthy products and services. Get there early, since the lines are long and the best seats fill up quickly.
2.    Do Not Leave NAMM Without a Show Directory
Show directories are a rich—and often overlooked—resource. They include a complete listing of exhibitors, plus other valuable information that you will find useful year round.
3.    Attend NAMM Idea Center Sessions
The NAMM Idea Center offers free sessions packed with proven tips and techniques in sales, technology, lesson programs, finance and retailing. These quick, focused sessions provide dealers with helpful information without taking up too much valuable show-floor time.
4.    Powerful H.O.T. Zone Sessions
The free H.O.T. (Hands-On Training) Zone sessions offer topics relevant to professionals in the recording, live sound, DJ, house of worship, and staging and lighting industries.
5.    Piano-Specific Sessions and Performances Daily at Lounge 88
Piano dealers from around the world can take educational sessions created just for them at Lounge 88.
6.    New Technology Area at the Show
NAMM’s App and Gaming Pavilion, located at the entrance to Hall E, welcomes this growing market of high-tech companies to exhibit at the NAMM show and to connect with our industry. NAMM also hosts the Technical Excellence & Creativity (TEC) Awards, a prestigious awards event in the professional audio and sound production industry.
7.    Museum of Making Music Exhibit
“Treasures from the Attic” takes a look at wonderful, rare, unusual and sometimes wacky instruments from America’s music stores and manufacturers. It is located at the entrance to Hall E.
8.    Don’t Assume Vendors Will Find You
Your vendors have been preparing months in advance, and workloads increase as the show gets closer. Your sales reps have limited time to schedule appointments. And, although you might be one of their most important prospects or customers, do not expect them to find you. Don’t take it personally. Be proactive about securing an appointment, and remain flexible. Offer to meet outside the convention center before or after the show.
9.    Know What Questions to Ask
Make the most of the time you’ll have by being prepared. Assemble a short agenda for each meeting and get right to the point. Your reps will appreciate it, and you’ll come home with better results. Most sales reps at trade shows are geared up to pitch their products, causing many meetings to be one-sided. But, when you come prepared and ask thoughtful questions, you’ll learn a great deal about the company, products and rep. That leads to a long relationship, rather than a one-time sale.

After-NAMM Follow Up
Studies show that most trade show meetings are never re-contacted or activated, which wastes the time and money you spend. Effective follow-up should happen within five days of the show…not several weeks later after the meeting has been forgotten.

Attending the NAMM show is a great investment for your businesses. Ensure your success by using these tips to properly plan, prepare, execute and follow up.

David Hall is Vice President – Sales & Marketing for Cutting-Edge Solutions. Their eCommerce products, The Generator and Pro-Active Websites, are utilized by leading vendors and retailers within the music products industry. Contact him at dhall@pro-activewebsites.com and visit him at NAMM Booth #4323.

AND THE WINNERS ARE…

These ballots represent your voice, so please use them!

At the 2013 NAMM show in Anaheim, The Music & Sound Retailer will present the 27^th Annual Music & Sound Awards. As you know, a Music & Sound Award is the industry’s most prestigious honor, and the only award based on a poll of every American dealer and manufacturer. Conversely, it is the only award that is NOT selected by an editorial board or influenced by advertising revenue.

Please take a moment to speak out and vote for your choices for the 2013 Music & Sound Awards. If you are a manufacturer, please use only the Manufacturer/Sales Rep ballot. If you are a dealer, please use only the Dealer ballot. Individuals who use the wrong ballot will not have their votes counted.

Voting will close on January 4.

Thank you for your support.

VOTE ONLINE:

Manufacturers, VOTE HERE

Dealers, VOTE HERE

Teachers, parents, school administrators and board members are invited to complete the 2013 BCME survey online now through Friday, January 18, 2013. Many districts have reported that making the “Best Communities” list has had a positive effect on their ability to preserve music education for their students amid budget cuts to arts programs. In 2012, 176 communities were recognized, including 166 school districts and 10 schools.

The BCME survey asks detailed questions about funding, graduation requirements, music class participation, instruction time, facilities, support for the music program and other relevant factors about their communities’ music-education programs. One application may be submitted per school or district, and community members are encouraged to work together to complete the comprehensive survey. To download the survey and review the questions, click here.

DJs give a lot to others during the holiday season, making parties and events come alive with their entertainment. Now, American Audio wants them to play Santa with themselves, too. The company is giving a protective hard flip case to anyone who purchases a VMS4.1 TRAKTOR all-in-one MIDI Controller between now and December 31. This factory-authorized mail-in rebate promotion is easy to participate in. DJs just have to purchase one VMS4.1 TRAKTOR from an authorized American Audio dealer prior to the close of business on December 31. Then, they simply complete the rebate form along with a photocopy of their receipt as proof of purchase, and send this material to American Audio by the end of January. (Rebate form responses postmarked later than January 31, 2013, will not be eligible for this offer.)

The rebate promotion form is available on the American Audio Web site at http://www.adjaudio.com/ProductDetails.aspx?ItemNumber=1487&Category=26&txtSearch=. The rebate is valid only in the United States and is void where prohibited. DJs should allow up to three weeks for delivery of the free case. Offering reliable protection for the VMS4, VMS4.1 and VMS2, the heavy-duty case features a removable and convenient flip-up tray that’s ideal for setting laptops on during performances.

Of course, American Audio’s VMS4.1 TRAKTOR is also a cool gift for any DJ with or without the case. Bundled with special edition TRAKTOR software, the MIDI controller has been designed for performance-minded DJs looking to play MP3 tracks from their laptop, plus have the option to add CD players and turntables to the mix.

The idea of stocking lighting products has not always been persuasive to large numbers of music products retailers, but more of them than ever before have made the leap, and are reaping rewards as a result. Gonzales credits the LED transition with speeding the process, saying, “Years back, if you’d go to a music store and they carried fixtures, you might have broken bulbs, broken fuses, bad motors, etc. Now, with the LEDs, retailers are avoiding all that. So, now, it’s worth their investment and there’s return, as well.” And not only has the reliability increased dramatically, but the ease of use also has never been greater, making lighting more accessible to those for whom it once might have been too steep a climb. “Even if you’re talking about a little band,” Gonzales began, “now, they get a couple of LED tree stands, light themselves up and they’re good to go.”

American DJ’s Alfred Gonzales

The intangible value of lighting cannot really be overstated; on a visceral level, the idea of being bathed in flashing, colored lights transforms the mere act of making music into what seems like a full-blown rock concert or, as the case may be, a hazy, bass-thumping club performance. And now, with the LED transition, problems of a more practical nature have been eliminated. For example, Gonzales mentioned the 300- or 500-watt par cans of years past, which were very bright and very hot, therefore creating an uncomfortable environment for the musician or singer on whom they were shining. Technological advancement has rendered these former problems moot, breaking down potential barriers to lighting’s ubiquity in the music products market and making clear that every retailer—from the big boys to the mom-and-pop shops—should invest in stocking lighting.

Besides simply selling lighting products to the band that aspires to be the next U2 or the DJ who dreams of being Armin van Buuren, though, savvy music products retailers also employ lighting in-store to make the rest of their stock look hip and desirable. “If you’ve got a drum set, put two of the light tripods behind it with four lights. We call it a Mega Par Profile system,” Gonzales explained. He continued, “Not only that, but a lot of stores use them to light up the guitars, as well. People get that. They’ll see it and go, ‘Wow, look at these!’ They’ll hold the guitar and can actually imagine themselves performing on a stage.” Lighting is the rare category that not only sells itself, but also can help sell other products, making them seem almost irresistible to the shopper.

In dollars-and-cents terms, retailers might be wondering whether lighting products move, as well as whether they are profit centers on a unit-by-unit basis. “The best part about it, really, is the amount of turn,” explained Gonzales. “It’s very good with lighting.” He continued, “In other words, as far as stocking, if you bring in four of each item, you’re going to sell those items.” He remarked that, when he visits stores, he finds most of them just turning boxes like clockwork. “It really is selling itself nowadays,” he declared. With regard to margins, service is where the real profit’s to be found: in lighting design work, for example. But that’s not to say retailers aren’t making good money moving product. “With lighting, your margin tends to be a little bit higher than with keyboards, guitars and other things like that,” he noted.

When asked about the latest trends in lighting, Gonzales identified a couple of shifts of major significance, apart from the LED transition. Thinking about bands and performing artists, up-lighting is a major trend whereby lighting is used to enliven previously dull walls and ceilings. “That’s why a lot of these par cans—we call them flat pars—are selling really well; they go low to the ground,” he said. Battery-powered lighting has also emerged as a powerful trend, enabling bands to travel to venues in which power might not be immediately available or where, even if it is, it might be limited. “It’s for bands that are always touring and playing different gigs all the time, and that want to create a show that sells,” Gonzales stated. Because lighting of this type often will last for up to eight hours, an entire gig is covered.

“One of the biggest things with lighting, especially when we’re talking about music stores,” Gonzales began, “is that they—whether it’s a small, mom-and-pop shop or a big store—have gone through these phases where they carried lighting years back but they stopped carrying it because there were too many issues on the service end. They carried lights, stopped and maybe decided to try again.” He continued, “Now, people are willing to invest in it, and they know and hear about it from other stores. That’s what makes it very different from before: people are talking about lighting now.” You could say the word is out about lighting’s ability to sell, draw in curious customers and enhance in-store displays to make other products more appealing.

“I like to say, ‘Without lighting, there’s no party,’” Gonzales enthused. It just so happens that that observation is true inside your retail store, as well.

- Dan Ferrisi

Photo by Douglas Yelin

In the aftermath of Hurricane Sandy, my thoughts—and those of the entire Music & Sound Retailer team—are with everyone affected by this terrible storm, especially those who have lost loved ones, their homes and their possessions. In spite of very difficult circumstances, it’s heartening to see how people have come together in the storm’s wake to help others in need.

The team from Testa Communications—publisher of The Retailer—is safe and the company is back up and running. Power issues have been resolved at our office, and we’re once again operating at full capacity.

My best wishes to you, your family and your company.