Working with Educators:
Building Lasting Relationships

Establishing and maintaining a relationship with the local music educators is the most effective way (often, the only way) you will realize success in the school music market,
particularly with instrument rentals. Although each market is unique in many ways, the recipe for success (or disaster) is fairly common.
Below are just a few things you can do to promote your program and strengthen the bond between you and the key influencer: Your Local Music Educator.

Establish Contact Using the school database we provide each year, contact the local music educators by order of a personal visit, a telephone call, mail, fax and finally, email. Don't rely on one single method of communication and never forget what an educator's schedule is like when making contact.

Deliver what you promise If you promise to stop by the school once a week, DO IT. If you say that you will order a specific band method, ORDER IT. If you have business hours posted on your store window and/or business card, LIVE BY IT. Nothing is more disastrous than broken promises and/or inconsistent hours of operation (to any business).

Have a presence in the classroom Promotional logo goods such as band folders, calendars, mouse pads, pens, and note pads are great silent salesmen that go to work for you every day in the band rooms and director offices. This is an extremely effective tool to promote your school music service.

Engage the educators socially When all else fails (or succeeds), host a social event by taking all of the local music educators out to dinner, golfing, back to your place for a cookout or out on the town for some club-hopping. Nothing breaks the ice like a group social gathering and fond memories of their generous host.

Top three excuses for not cultivating relationships "So-and-so has the schools locked up" This means you have to work twice as hard to get half of the business (or less). "I can't call on schools. I'm the only one here to open and run the store" Not one of our affiliates open for business before 10am. School starts between 7am-8am. As many as five schools could be seen per week while losing only two mornings of beauty sleep. "This just isn't a big part of my business" It should be. Compare the investment of time and money. Combo MI margins are HORRIBLE!

Connecting with Educators:
The Three Rules of Engagement

A retailer’s reputation and ultimate success within the school music community will begin and end with the relationships you cultivate between
your business and the educators, supervisors and administrators of your local school music programs. With this in mind, consider the following:

Rule One: This is a relationship business. With a word, an educator can drive business to or away from your store. They are the gatekeepers separating your business from potential customers. You must establish and cultivate a lasting relationship based on trust and mutual benefit.

Rule Two: Music educators need you as much as you need them. The average age of your typical music educator is 23. Many are fresh out of college, can tell you anything you want to know about teaching and know nothing about scheduling, budgets, leases, bids and the administration behind their position. You must offer your assistance in these areas. It is equally imperative that you become in ally in advocacy and help battle the constant threat of cuts to program funding.

Rule Three: Your market share will be a direct reflection of your active involvement within the school music community. In this business, you get what you give. You must plan to call on schools regularly and make contributions of time & money. If you play, volunteer to teach a sectional. If you do not play, offer to help at the car wash fundraiser. In either case, accept the invitation to place your ad in the Winter Concert program and year book. Above all, deliver what you promise. Lack of consistency (service calls, business hours, dependability) is the Kiss of Death for any business in any industry.

These Are Your Rules. Break Them at Your Own Risk! Click the link below to download a PDF version of this marketing resource. Bonus material includes a copy of the Music Educator Survey, our School Music Program Supplies Checklist and our School Service Trip Log. Never hesitate to ask for assistance or advice. We are here to help you capture your rightful share of the school music market. We appreciate the opportunity to work with you and wish you the best of success!