Boyles said one of the most important aspects of running a successful independent retail store is, “People have to see it’s real and there are real people behind the counter who handle these guitars and these drums. I answer the phone about half of the time. If not, customers know it’s my wife or sons who answer the phone. What we found that works is putting video clips on every one of our ads, so people can see me playing a guitar; customers want to know they are dealing with real people who know what they’re doing. They make a connection with you.
“We even have a dachshund and a 120-pound collie on our Web site. We even have a horse on our Web site, although the horse doesn’t tend to come in the store because that can hurt your high-end marketing,” he joked. “You have to make sure everything is on your Web site that lets people know you’re a real person and not a monstrous big company that doesn’t speak their language. I’ve walked into car dealerships and asked salespeople about features of one of the 30 cars they have outside. ‘I’ll check on that,’ is what they tell me. Well, you have to know. You must know everything about it.”
Bones concluded the Friday session discussing the founding and growth of his Vancouver-based company. “We started very small and grew organically,” he said. “I saw the potential with Generation Y, although I of course didn’t call it that at the time.”
Saturday morning also had a positive tone with guest speaker Elly Valas, who wrote Guerrilla Marketing: Unconventional Ways to Make Big Profits From Your Retail Business. “Ninety-five percent of licenses are issued to closely-held businesses like yours,” said Valas. “You’d be surprised about how many small, local-based community stores are winning the retail wars. Yes, it is a jungle out there. What do the winners do?
“I don’t believe anybody was ever put out of business by a larger store,” she added. “The independent retailers who are sitting here today put themselves out of business because they didn’t change. They didn’t adopt. They didn’t adapt. What if you personalized the experience to each customer and his or her needs? You need to make changes happen. It’s all about vision. In 1961, John F. Kennedy said we’d put someone on the moon by the end of the decade. When he said that, the people at NASA said, ‘It can’t be done. It will take until the turn of the century to get that done.’ But Kennedy said, ‘no, we are a country of innovators. We can think bigger than we are.’ I remember where I was on July 21, 1969, when our country put the first man on the moon. We need to learn to think bigger. One of the biggest hamstrings independent retailers have is in their heads. ‘I’m a small retailer. I’m a mom-and-pop retailer.’ Well, let me tell you about a small independent retailer. Dick Schultz, the founder of Best Buy, is a friend of mine. We grew up in the electronics business together...He said he wanted to raise money in the public market, something retailers didn’t do in the mid-1970s. He said, ‘I don’t want to be a two-store chain anymore.’ He was just a local retailer. Now, it’s a global billion-dollar business. Our own mind keeps us from being as prosperous as we can be.
“On the other hand, we’re small,” she continued. “We’re agile and can move quickly. Bigger stores have to have promotions in place months in advance. But you can do promotions on a dime. I know about the tough times, but most of the time, it is a thrill to be in business for yourself. You have to renew that passion everyday.”
Fun was also a pertinent word during the Saturday breakfast session. Guido’s Music in Hickory Hills, Ill., was honored for 50 years in business, with Gloria Guido on hand. Hoshino was honored for its 100 years in business with company president Bill Reim accepting a plaque. And Bob McGrath, who has taught music to children on Sesame Street for 39 years, received the Music For Life award. “I’m going to give up that kiddie [stuff],” joked McGrath. “I’m going to get a couple of tattoos, an earring, and a Harley, and I’m going to play in a punk rock band. But [seriously], what a wonderful association its been with NAMM for the last seven or eight years. Ever since Joe [Lamond] and I first met, we’ve had a wonderful partnership. I feel I should share half of this award with Sesame Street, as I feel none of this would have happened without them. What a wonderful advocate NAMM is for music education. I feel our goals are very similar.”
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