This is a great way to reach parents of school-age kids who have an interest in instrumental music. Three years ago, John and Nedra Pedersen held their first “Back-to-School Musical Instrument Petting Zoo,” dividing their store into three exotic territories: Woodwindland, Brassland and Stringland. When the parents and kids arrived, the Pedersens greeted them with a passport to the world of instrumental music, which featured pictures and histories of all the instruments in each grouping. Their passports were stamped at every land they visited.

“At each station, one of our teachers would demonstrate the instruments and then let the kids play any instrument they were interested in,” says Nedra. “Each kid got a mini lesson and most were playing a tune before they left; the excitement this generated was incredible.”

Upon reaching the end of their tour, each child was asked to write about which instrument they found most exciting, giving the Pedersens the opportunity to tell the parents about their products, rent-to-own plans and private lessons, as well as music folders containing brochures for all their products and services. John and Nedra say this has been their most successful promotion to date, not only increasing long-term business but also helping build relationships in their community. They now hold their annual Instrument Petting Zoos two Sundays in a row, promoting them in their local newspaper and parenting magazines.