To reach more local musicians, Ravi suggests turning your clinics into entertaining and inspiring “events”
that showcase your store’s inventory and services—and appeal to a community hungry for entertainment
during tough times. Like anything of value, results require investment. Your manufacturers might pitch
in for the clinician and promotional materials, or you could ask your clinicians for a deal—after all, they
need to work too!

Look for someone who will focus on the store, its inventory and the needs of the attendees—not just his/
her own chops and favorite gear. A good clinician can both captivate the audience and generate goodwill
for the store by educating customers on what to ask when shopping for music products. He or she
should also be able to train and inspire your store’s sales staff, as well as your teachers.

To promote your event, distribute press releases to local media and ask the clinician to be available for interviews. Community events, especially those with a charitable angle, are often worthy of free press. Consider a low-cost raffle with 100 percent of proceeds benefiting a local charity, or charge a small cover and waive it for anyone who brings canned goods. Neighboring restaurants might provide complimentary hors d’oeuvres in exchange for cross-promotion. Musicians are always eager to check out gear, and nothing beckons louder than free food!