Post on 22-Feb-2016
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Finding More Cash…in Your Rental Customer!
Liz Reisman, Creative Music Center, Monroe, CT
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$140
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Touch X 7 = Purchase
After 10 Purchases = 7 New Potential Customers
MOM!
“We stuff a booklet of in-store coupons into rental cases!”
IDEA #1
Connie SmithWard-Brodt Music,
Wisconsin
“Students need accessories throughout the year so we send out a couple of emails a month reminding them to come in and get them.”
Scott SummerhaysSummerhays Music, Utah
IDEA #2
“We also try to push the supplemental instruments such as piccolos for the flute players and tenors for the good alto players.”
IDEA #3
“We write and call these people because we know who they are, where they are and what they play. And we know when they’re ready for a step up because we know how long they’ve had their rental.”
IDEA #4
Russ BeacockBeacock Music, Washington
“We pass out accessory sheets for each instrument to the band directors, and our guys leave the sheets in band rooms as well.”
IDEA #5
Jim KidderKidder Music, Illinois
Soft Sell with Emotion!
• Courtesy call• Make a personal connection• Positive, caring attitude always – in store, on
phone, to friends• Remember the mission:
MAKE MORE MUSIC MAKERS
BIRTHDAY!
Rental Customer Marketing Plan
RENTAL SEASONAdvocacy
Card1 year = 11%2 years = 22%
$140$ 460$140
NOVEMBER 2011
Total Sale: $500
Sale: $38
Total Sale: $700
DECEMBER 2011
January
Responds to e-mail blast about guitar repair clinic, buys a new set
of strings.
$25
February
Responds to flyer at school, purchases a new box of alto
reeds.
$30
March
Responds to Bring a Friend postcard. Friend signs up for 3 months, and buys a new guitar.
$660
April
Brings in his report card from school, buys a sax stand.
$30
May
Mom receives $10 coupon if she keeps rental instrument
over the summer.
$65
June – August
E-BlastSigns up for 1 week of summer
rock band camp.
$300
$3,000
Multiply by 5
Future Reading
Hug Your Customer, Jack Mitchell The Big Moo, Seth Godin