Course Title

1. Course Title 7 Ideas to Thrive in Any Economy Danny Rocks, George Hines, Gayle Beacock, Robin Walenta, Kevin Cranley

2. Meet the Panel • Kevin Cranley – Willis Music • Robin Walenta – West Music • Gayle Beacock – Beacock Music • George Hines – George’s Music

3. Coaching for Success Kevin Cranley Willis Music

4. Plan, Don’t Panic Robin Walenta West Music

5. Plan, not Panic • Discourage buying into the theory that recession means failure, rather plan ahead to increase efficiency and win a larger share of the available opportunities • Now is the time to be prudently aggressive in the marketplace. • Actively seek out new business, and perhaps add a sales associate or two or an extra service to give you a competitive edge. • Don’t skimp on service and quality by being understaffed. • Identify the organization's critical objectives and have measurement tools in place to ensure they are being met.

6. Digging for GoldPolishing Diamonds Gayle Beacock Beacock Music

7. Increasing In-store TrafficIn-store Events George Hines

8. Increasing Store Traffic Events and ClubsBy George Hines – President of George’s Music

9. GEORGE’S MUSICWest Palm BeachEvents

10. Consider Free and Paid EventsWhy paid events? • Creates Value • Creates Exclusivity • Extra $ Income • Creates Guaranteed Store Traffic

12. Paid Event Stats • Lead Guitar Class in October • 6 attendees • $120 in ticket sales • Recording Workshop Series in October • 2 events, 10 attendees per event (20 total) • $600 in ticket sales • Blues Guitar Class in November • 10 attendees • $200 in ticket sales • The Recording Institute in November/December • 4 events, nearly sold out – 36 attendees for entire series • $730 in ticket sales • Rock Guitar Class in November • 6 attendee • $120 in Ticket Sales • Guitar Setup Class in November • 5 attendees • $100 in ticket sales • Uke Beginners Clinic • 14 attendees • $140 in ticket sales

16. TheBLUESisKING

17. ProductSpecific

18. ¡Ahora en español!

19. Summary of Sales/Attendance • Ticket Sales Over 30 days • $ 2,000 + • Customer Traffic Over 30 days • Approximately 340 additional customers from paid and unpaid “free” events

20. Using Clubs and Permission Marketing to Reach Customers

24. EVENTS AND CLUBS • New Stream of Income - $$$$ • Increase Store Traffic - PPD • Build Loyalty and Repeat Customers

25. Flex Time SchedulesCross-train Employees Submitted by Multiple Dealers

26. The Customer Pyramid Robin Walenta George Hines

27. The Customer Pyramid ADVOCATE Top 20% of customers deliver 80% of revenue and 100% of profit Active Customers Increasing Importance Inactive Customers Bulk of marketing budget (60% - 80%) spent on non-customers Prospects and Suspects Rest of the World “It is 17 times more costly to acquire a new customer than to keep the loyalty of a current one”

28. Customer Relationship Management • Identify key customers • Collect email addresses • Thank you cards • Survey for customers • Centers of Influence Identify the organization's critical objectives and have measurement tools in place to ensure they are being met.

29. Climbing the Loyalty Ladder Turning Loyal Customers Into Advocates The Ultimate Competitive Edge… ADVOCATE Active Customers Inactive Customers Prospects and Suspects Rest of the World The Customer Pyramid

30. Thank You!