5. Ukulele Events

Jim DeStafney, Blues Angel Music, Pensacola, Fla.

DeStafney discussed his store’s commitment to a good ukulele marketing and sales program and encouraged retailers to build one. “We started our ukulele push about four years ago, as the crest of the uke wave was close to its peak, and we continue to be aggressive in marketing them because they continue to sell so well,” DeStafney said.

He offered the following tips for building a uke events program at your store:

• Offer a wide selection of uke products and brand choices. DeStafney shared that his store carries six different brands of ukes.

• Provide uke accessories. They’re important to the sale—and to keep in stock.

• Focus on merchandising. Create a fun feel and colorful displays. DeStafney stated that uke merchandising demands a colorful, fun-in-the-sun vibe.

• Offer group uke lessons. Blues Angel gets up to 20 people every Saturday for group lessons. DeStafney said he tells customers that they don’t have to own a uke to come in and take a lesson—ukes are provided. He shared that he’s sold lots of new ukes this way.

• Start a uke club. This group can be a great ambassador for your store. At Blues Angel Music, the uke club started as a jam session and is now involved in community outreach and hosting uke clinics. “You want to try to do some interesting things to keep the group evolving,” DeStafney said.

• Build your own uke. Offer kits and help customers build a uke. You could host a two-day workshop or even a longer event, maybe over several weeks.

• Create a unique event. Blues Angel brought in a Beatles tribute band, and the uke group prepared with a Beatles song list. This turned into a fun, memorable event, creating goodwill and word-of-mouth for the store.