Starting or owning a business in any industry can be scary, and music retailers are no different. The thought of having to grow a music business from scratch and cover costs like retail space, inventory, equipment, personnel, and administrative functions is overwhelming. Once you have everything in place, now it's time to put on your marketing hat and try and get business through your front door. Where do you start?
There are several ways to market your music business, via both online and physical methods. While this article does not cover every possible method and channel for marketing, it does provide 4 ideas to bring customers into your store that will get some quick wins early in your efforts:
MARKETING IDEA #1: Local Awareness Facebook Ads
Facebook advertising allows you to target very specific audiences, including by geographic location, age, gender and interest. These options allow you to filter out people who are least likely to become a customer (such as someone in a different city) and focus on announcing your new or existing space to people in your local neighborhood, suburb, or metro area.
With Local Awareness ads, you can now use the new map card feature to share details that are relevant about your music business, such as business hours, your address, distance to your location, and a “Get directions” link. Your ad's call to action can even be a call button so it's easy for someone give you a quick ring right from your ad.
MARKETING IDEA #2: Yelp for Business
According to a 2014 study, 88% of consumers trust online reviews as much as personal recommendations. Claiming your business on Yelp is one of the most important things you can do! Plus when you have to cater to younger generations, it's good to know that millennials are big fans of online reviews and trust them. Setup your profile and start getting some reviews to help boost your popularity.
MARKETING IDEA #3: Direct Mail
We may live in a very digital world, but the good ol' days of mailbox stuffing aren't quite over yet. I myself am a recipient of regular postcards and mailers from businesses that are just down the street from my home and office, so I know they are still popular. :) It has been said that for every 5,000 postcards sent, there is an average of 35 phone calls and 7 new customers or patients (depending on the business or service). That's a pretty solid return if you're looking to get your foot in the door!
And with direct mail pieces, remember to make them part of your inbound/online marketing strategy as well!
MARKETING IDEA #4: Give Out Free Guitar Picks to Kids
Sometimes the best way to infiltrate potential new family customers is through the kids. Try giving away free guitar picks or another small musical trinket to local kindergarteners or grader schools and include some details on how music can enrich lives at an early age and offer a new customer special for families. It's an idea that has worked for dentists giving free toothbrushes to kids and gaining new family patients, but who's to say it can't be creatively adopted by other types of businesses?
While these are all great marketing ideas to bring customers into your store, most if not all of them cannot be properly executed without doing homework on your target audience first. Be sure to understand who it is you want to reach with your marketing efforts by first researching and defining your ideal customer.