And thank you for your interest in Girls Just Wanna Have Drums, the Percussion Marketing Councils ex

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Welcome! And thank you for your interest in Girls
Just Wanna Have Drums, the Percussion Marketing
Councils exciting theme for International Drum
Month 2007. What is International Drum Month?IDM
is an annual public awareness campaign held in
November. It is a month-long celebration of all
things percussion, and the perfect time to
tie-in with percussion-themed promotional and
educational opportunities. This year, the focus
is on promoting drumming to women and girls. Why
women and girls?The female musician market is
often an untapped market opportunity that has
traditionally been ignored by many music
merchants. Consider the fact that 51 of the
musicians in American households are female
players. They have discovered the fun and many
health benefits of drumming in record numbers.
The PMC wants to help all music retailers find
creative ways to enlarge their customer base by
capturing the female market while serving the
growing interest they have in drums and
drumming. To learn more about how Girls Just
Wanna Have Drums can help you attractand sell
tonew customers, click on the arrow icons to
advance from slide to slide, or use the menu to
skip ahead.
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HOME
The Girls Just Wanna Have Drums Campaign In past
years, the PMC has used International Drum Month
as a launching pad for some of its most
successful marketing programs, including Play
Drums, Developmental Drumming, and Hit Like a
Girl. Based on the success of the Hit Like a Girl
promotional campaign, the PMC heard the need and
request to further develop this market
initiative. For 2007, were taking Hit Like a
Girl up a notch, giving it a new name and adding
even more promotional materials, recruiting more
spokeswomen, and offering an expanded media
blitz. The message is simpledrumming is for
everyone, and women especially can gain
emotional, cultural, physical and even spiritual
benefits from getting involved in this music
making experience. Women make up a big part of
the Recreational Music Making movement (RMM), and
retailers can see huge results by taking just
little time to learn more about the female
demographic. Continue on to the next slide to see
how easy it is to make your store more female
friendly.
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HOME
Make Your Store More Female Friendly Its easier
than you may think to make your store more female
friendly. Try a few of these tips and tricks to
get you started Think Local Play up Good
Health The Community Connection Prepare Your
Staff Idea Starters Not quite sure how to format
that perfect ad? Check out some of these
examples Print Ads
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• Think Local
• Retailers are encouraged to use the Girls Just
  Wanna Have Drums campaign for themselves. Feel
  free to use the logo, poster and ad designs, and
  other materials provided with your retailer kit
  to create personalized advertising pieces for all
  of your usual venues.
• Go Non-TraditionalIn addition to your usual
  advertising efforts, consider reaching out to the
  female market by advertising in non-traditional
  venues that are viewed or visited by girls and
  women. Ideas include
• A billboard or other signage placed near a beauty
  salon or day spa
• A cross-promotion with a women-only fitness
  center
• A quarter-page ad in a local parenting, health,
  or travel magazine
• An ad in the Sunday papers Lifestyle or
  Entertainment sections.

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Play Up Good Health Americansespecially
womenare becoming increasingly health-conscious,
and there are ample opportunities to tap into the
health craze by using the Girls Just Wanna Have
Drums campaign materials. In-Store DisplaysTry
creating in-store displays that combine the
themes of good health and girl drummers. A Drum
Health Club display can point out the health
benefits of recreational drumming while
introducing customers to easy-to-play starter
instruments. You may choose to provide
information about local African drum-and-fitness
classes, or set up a parent-themed display that
features both adult and child sizes of the same
instruments. (See the PMCs Developmental
Drumming program for ideas and details.) Window
DisplaysDont neglect the all-important front
window! A great window design can bring in new
customers from off the streetcustomers who may
have never considered wandering into a music
store before. Women in particular are drawn in by
window displays, and may be receptive to images
of women having fun while playing the drums. Fun
FactsClick here to get some great health-related
facts about drumming that you can use in your
advertising and store displays.
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Fun Facts Health Benefits of Drumming The
following facts about the health benefits of
drumming can be effective selling points in print
ads, radio spots, and in-store displays. Drumming
Burns CaloriesSubjects burned up to 270 calories
in a scientifically monitored half-hour
recreational drumming and fitness protocol, more
than cycling, hiking, or weight lifting! Drumming
is a Social ActivityIn fact, its one of the
oldest social music making activities there is.
Ask anyone who has joined the groove of a drum
circle, and theyre sure to tell you that the
communal power of group drumming is
intense. Drumming Focuses StudentsMany
professional drummers talk about how the
discipline of learning to play a marching snare
or on a drum kit made them better students
overall. Hours of rewarding practice teaches
perseverance, and yes, all that counting can
improve math skills! Drumming is a
Stress-BusterThere is scientific proof that a
recreational drum protocol lowers the number of
stress hormones in groups studied by RMM pioneer
Dr. Barry Bittman.
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The Community Connection Girls Just Wanna Have
Drums offers an unparalleled opportunity for
music stores to become integral parts of their
communities. Word of mouth is still one of the
most effectiveand least expensiveways to
market, and nothing will get people talking like
your involvement with International Drum Month.
To really get a taste of what community
involvement can do for your store, try the
following Market to Centers of
InfluencePromote your store with female
prospects who are centers of influenceGirl
Scout leaders, soccer and softball coaches, PTA
officers, teachers, librarians, etc. If treated
well, these marketing mavens will talk up your
store, so encourage them to do so by offering
small gifts for referrals. Market to SchoolsTie
Girls Just Wanna Have Drums into your regular
school marketing efforts. Sponsor an assembly
demonstration of snare drum technique by girl
drummers, or by female participants in a local
drum and bugle corps. Organize after-school
activities for girls interested in drumming, or
entice a local music teacher to start a Drum
Club you can sponsor. Give BackCreate good
community vibes and great press recognition
during IDM and after by donating drums to school
or after-school music programs.
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• Prepare Your Staff
• Your staff should always be properly trained and
  ready to handle any new promotionGirls Just
  Wanna Have Drums is no exception!
• To get your sales team in tip-top shape, start
  with these suggestions
• Ask you staff to read through this guide and to
  read any other information you may have on the
  PMC, IDM, and the female drum market.
• Teach your sales team how to start
  rapport-building conversations with female
  customers that keep them interested and prompt
  them to ask questions.
• Prepare your staff for non-traditional
  customerspeople who may have never played an
  instrument before, who will ask a lot of very
  basic questions and may need more help than your
  average customer. Patience may be needed!
• Spruce up your store in anticipation of new
  customers! Fix lighting, vacuum and dust, put up
  new signage (including the Girls Just Wanna Have
  Drums posters provided), and rethink POS items in
  anticipation of the holidaysstocking stuffers
  like drum sticks, shakers, claves and portable
  practice pads should be front and center.

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• Idea Starters
• Need a little more inspiration to get you under
  way?
• Use a charity raffle to create a database of
  highly qualified sales leads. Put this list into
  the hands of your best salespeopleraffle
  participants are hot prospects and should be
  contacted about further promotions tailored to
  their interests.
• Offer special coupons or frequent buyer points to
  women and girls who purchase drums during
  November.
• Extend International Drum Month! Use November to
  drum up interest in a Christmas/winter Drum
  Camp for school-age girls, held at your store
  during the school winter vacation.
• Start a parent-friendly promotion that stresses
  quiet drum play. Items to feature include drum
  and cymbal mutes, silent drum kits, quiet sticks
  like rutes and brushes, and practice pads.
• Add Girls Just Wanna Have Drums-related
  programming to your current list of music classes
  and activities for example, an Afro-Cuban
  drumming class for women or a Girl Rock Jam.
• Add elements to your store that a typical music
  store might not have, such as coffee and donuts,
  plants and greenery, or a magazine browsing area.

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Print Ads Click on any of the ads below to see a
larger version, or to print a copy for your own
use.
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Get the Word Out! Promoting your store during
International Drum Month is as easy as counting
to four! Step 1 Plan an EventOne of the best
ways to make your store shine is by holding or
sponsoring an event. To get a few ideas for
planning a Girls Just Wanna Have Drums-themed
event, click here. Step 2 Send InvitationsYour
next step is to start inviting participants.
Invitees can come from your direct mail database,
from information cards previous customers have
filled out, or from lists of local music teachers
and other educators. Click here to see an
invitation template you can adapt to your own
event. Step 3 Advertise the EventIn addition to
invitations, advertise your event to the general
public through a newspaper or radio ad, or by
posting fliers in area coffee shops, fitness
centers, and shopping areas. Step 4 Alert the
MediaGetting the media to tell your story is the
best, and most cost-effective, option. Click here
to learn more about media relations.
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• Plan an Event
• Dont have room in your store to host an event?
  Many of these ideas can be tailored to fit an
  off-site event that your store sponsors.
• Ladies Night A ladies-only evening sale
  complete with refreshments and great savings on
  recreational drum products.
• Parent Demo A drum kit set-up tutorial for
  parents considering a drum purchase as a holiday
  gift for their kids. Show them a variety of
  silencing products, and give them stocking
  stuffer ideas.
• Mothers Daughters Drum Club Consider asking a
  local female college or high school percussionist
  to lead a percussion drum camp. Women teaching
  women always works when the instructor has a
  passion for percussion and wishes to share this
  experience.
• African Drum and Fitness Class You can
  cross-promote this event with area fitness clubs
  and cultural centers.
• Brownies Making Music Badge Help a local troop
  earn their Making Music badges, and make the
  event fun for their moms, too.
• Girl Rock Jam Many retailers are promoting RMM
  by holding teen jams at their stores. Why not
  holding a girls-only jam for local high schoolers?

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Send Invitations You can use this template as a
starting point to create your own event
invitations. Print invitations on store
letterhead or use postcards with your stores
logo printed on them. INVITATION
TEMPLATE Ladies,Are you feeling stressed? Need
some me time? The best balm for a busy life
might just be a stress-busting drum circlefor
women onlyhosted by Your Stores Name. What A
fun, relaxing night for women onlyWho
Facilitated by The Rhythm SistersWhen Date and
TimeWhere Store Name and AddressWhy
Because recreational drum circles, and drumming
in general, have by scientifically proven to help
people beat stress, gain stamina, nurture
relationships, and just generally feel
great. Questions? Contact us at Stores Phone
and Email Info RSVP by Date. Hurry! Space in
the drum circle is limited. We hope to see you
there!
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Alert the Media Send a Press ReleaseYour first
step in getting the local media to cover your
event is to send a press release to the
newspapers, radio stations, and TV stations in
your area. You can send your release via regular
US Mail, but youll get a faster responseand
know that your release has gone to the right
personif you call ahead to ask who your contact
person should be. Get an email address or fax
number for this person and mark your release to
his or her attention. Be sure to do this at least
four weeks prior to the event start date. Click
here to see a sample press release. Follow
UpCall or email several days later to verify
your release was received. Ask if they plan to
cover your event. Answer any questions they may
have and build the conversation around specific
interest areas the media contact seems to express
interest in. Last-Minute Check InNews markets
needs change constantly. Regardless of what you
were told at your initial follow up, it never
hurts to check in right before the event is
scheduled to take place. Maybe they didnt have
anyone available to cover your event before, but
now they do, or perhaps one of their stories has
fallen through, and they need a new story to take
its place. Timing is everything!
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Press Release Template The following press
release sample can be adapted to fit your own
stores event. FOR IMMEDIATE RELEASE DateConta
ct Information The Rhythm Sisters To Host
Community Drum Circle at Store Name Renowned
drum circle facilitators The Rhythm Sisters will
host a women-only, stress-busting drum circle at
Store Name on Date and Time. Today, busy
lifestyles dont allow much time for adults to
relax, have fun, and simply play. But scientific
studies have shown that group drumming has a
number of physical and psychological benefits.
Thats what The Rhythm Sisters program is all
abouteven if youve never touched a drum before,
as soon as these award-winning drummers start
their infections beat, youll want to join
in! Store Name is hosting this event to
celebrate International Drum Month and to provide
a free and unique community service. The theme of
this years International Drum Month is Girls
Just Wanna Have Drums! To learn more about this
and other upcoming events at Store Name contact
Dealer Name at Phone and Email.
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HOME
Stock Up! An essential component in making this
campaign successful is having the right products
in stock and easily accesible to your
customers. We have compiled a list of drums,
percussion, and accessories that could be used to
stock your store for International Drum Month and
the Girls Just Wanna Have Drums campaign. While
weve offered some choices from a number of PMC
member companies, this list is not exhaustive! A
complete list of PMC member companies can be
found at www.PlayDrums.com. Click here for a list
of item ideas. Dont forget to also have on hand
drum-related apparel that will be appealing to
girls and women such as hats and fun t-shirts.
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• Product Ideas
• Afromart Djembe line shekere
• Gretsch New Classic gold sparkle drumkit
• HQ Percussion RealFeel practice pads SoundOff
  drum kit mutes
• Latin Percussion LP cajon Aspire djembes RMV
  pandeiro
• Meinl Nino Percussion line Ibo drums jumbo
  shekere
• Pro-Mark Wearable drum keys drum set mutes web
  brushes
• Regal Tip Blasticks Jeff Hamilton and Alex Van
  Halen Signature Brushes and Sticks
• Remo Ergo-drum tubanito Modular drum Rhythm
  Club line
• Roland RhythmCoach HandSonic 10
• Sabian Cymbal mutes O-Zone crash
• Toca Agogo bells Synergy doumbek
• Vic Firth Rutes and rakes KidSticks Vic Firth
  Gourmet line
• Whacky Music Boomwhackers
• Yamaha Absolute Maple Nouveau Line CS-845
  heavyweight cymbal stand
• Zildjian 12 traditional table top gong 16 A
  Zildjian medium light classic orchestra cymbals

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FAQ How can I get additional Girls Just Wanna
Have Drums advertising and marketing
materials? Will one kind of ad work for all
segments of the female drum market? What amount
of lead time should I plan for a promotion or
in-store event? What if reporters dont show up
at my event? Can I still get the media
involved? Is there anything I should be sure to
do during the in-store event to position my store
as a leader in drums and percussion sales? What
if I have questions or concerns about
International Drum Month or the Girls Just Wanna
Have Drums Campaign?
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How can I get additional Girls Just Wanna Have
Drums advertising and marketing materials? Its
easy! Download the materials at
www.PlayDrums.com Or, contact the PMC at Girls
Just Wanna Have Drums CampaignPercussion
Marketing CouncilPO Box 33252Cleveland, OH
44133(440) 582-7006Email KBDustman_at_aol.com
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Will one kind of ad work for all segments of the
female drum market? Depending on their age, girls
and women will respond to drum advertising for
different reasons. Younger girls might be
sensitive to the idea that drums are a boys
instrument and will need encouragement that this
is not so. Teens will respond to drummings cool
factor and will be encouraged to join in if
friends are drumming. Women will be more attuned
to the social, psychological, and physical
benefits of drumming and will drum for health or
even spiritual reasons.
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What amount of lead time should I plan for a
promotion or in-store event? You should expect
six weeks of planning time. This will allow for
production time, media lead time, mailings, and
so forth. Typically, initial planning should be
completed from four to six weeks ahead of time
mail invitations and media alerts three to four
weeks ahead and prepare your store (put up
signage, place POS items, and train staff) in the
final two weeks.
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What if reporters dont come to my event? Can I
still get the media involved? A local newspaper
may not be able to send a reporter to your event,
but they might publish a press release sent
afterwards. High-quality photos are a must, not
only for the paper, but for your own web site, so
be sure to have a camera handy at the event.
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Is there anything I should be sure to do during
the in-store event to position my store as a
leader n drums and percussion sales? Build trust
and rapport with brand new female drummers by
encouraging and, most importantly, anticipating
questions. For instance, during a drum set-up
demonstration, dont simply ask, Any questions?
at the end. Throughout the demonstration, be sure
to ask if anyone needs clarification, and start
explanations by saying things like, Youre
probably wondering why
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What if I have questions or concerns about
International Drum Month or the Girls Just Wanna
Have Drums Campaign? If you have questions or
concerns at any time, please dont hesitate to
let us know! Visit www.PlayDrums.com to download
for your free promotional materials or to learn
more about the Girls Just Wanna Have Drums
Campaign. You can also contact the PMC at Girls
Just Wanna Have Drums CampaignPercussion
Marketing CouncilPO Box 33252Cleveland, OH
44133(440) 582-7006Email KBDustman_at_aol.com
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HOME
Contact Us The PMC hopes that your participation
in International Drum Month and the Girls Just
Wanna Have Drums campaign is a success. Visit
www.PlayDrums.com for more information. If you
have any questions or concerns not answered by
the website, please feel free to contact us by
writing to Girls Just Wanna Have Drums
CampaignPercussion Marketing CouncilPO Box
33252Cleveland, OH 44133 Or by calling (440)
582-7006. You can also email KBDustman_at_aol.com
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