Finding More Cash…in Your Rental Customer!

Liz Reisman, Creative Music Center, Monroe, CT

?

$140

?

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