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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

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MOM!

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We stuff a booklet of in-store coupons into rental cases! IDEA #1 Connie Smith Ward-Brodt Music, Wisconsin

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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 Summerhays Summerhays 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

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We write and call these people because we know who they are, where they are and what they play. And we know when theyre ready for a step up because we know how long theyve had their rental. IDEA #4 Russ Beacock Beacock Music, Washington

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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 Kidder Kidder Music, Illinois

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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

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BIRTHDAY!

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Rental Customer Marketing Plan RENTAL SEASON Advocacy Card 1 year = 11% 2 years = 22%

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$140 $ 460 $140

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NOVEMBER 2011 Total Sale: $500 Sale: $38

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Total Sale: $700 DECEMBER 2011

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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-Blast Signs up for 1 week of summer rock band camp. $300

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$3,000 Multiply by 5

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Future Reading Hug Your Customer, Jack Mitchell The Big Moo, Seth Godin