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‘Start-up’ Drum Kits in 2016
First things first: for the purposes of this roundtable, “entry-level” doesn’t refer to full drum kits (minus hardware, cymbals, throne – yes, yes…) that can be purchased for under $300 or even under $200. In this particular case, we’re taking a closer look at those “real” kits used by actual gigging, performing drummers that don’t require a sizable savings account or a personal loan for purchase.
Truly entry/beginner-level kits – there are plenty for well under the $700-and-under cutoff we instituted for this feature – are absolutely valid and present a meaningful stepping-stone for plenty of aspiring drummers who ultimately wind up being lifelong music-makers, on whatever level. So, to be clear: the parameters set in this article are not meant to diminish the validity of those instruments.
However, since the mid-‘80s, major drum suppliers have been finding more and more ways to provide high-quality sets that can prove to be not only the “first” genuine set of drums for serious musicians, but in some cases, the drum kit that remains in the arsenal for years to come – even if only as a backup.
We recently spoke to a few such suppliers about the current state of these “start-up” kits and where they think the market is going in the coming months.
Have you been noticing any significant trends with respect to the design and manufacture of “entry- level” drum kits – per the definition as it pertains to this article? Materials used, features being included, et cetera?
John Palmer: Regarding the sub $700 price category, there have been a couple of noticeable trends – drum set configurations and the influx of unconventional entry-level brands on Amazon. Let’s start with configurations, the market has experienced an increase in the offerings of a four-piece set up with a smaller diameter bass drum. These kits are not the traditional “entry-level” kit with hardware and cymbals, but due to their price point, find themselves positioned against the typical five-piece kit with hardware and cymbals. I’m sure more than a few of these kits have found their way into the home of the entry-level drummer… and that’s not a bad thing. Things get a bit more interesting regarding the entry-level drum set category on Amazon. This appears to be a classic “make it and they will come” scenario, and is a fascinating study of online consumer behavior. Unconventional drum brands are dominating sales here due to one thing… price. Not big news, I know. But being a passionate MI guy, I see a disconnect in the consumer ratings for these type of kits. Most of these kits are receiving ratings of four-to-five stars. Given the quality build of the shells/ hardware components/drum heads compared to established drum brands… Well, I’ll leave it that. But this does inform me that the industry (manufacturers and retailers) needs to do a better job to educate the basic drum consumer. Given the drive of consumers today to spend as little as possible, I can understand if they still end up purchasing an off-brand at the lower cost, but I am hopeful we can plant the seed in their minds toward the aspirational product and give them an idea how a kit with four-to-five stars should functionally perform and sound.
Stephen Fisher: We have seen manufacturers offering more upgraded components and features with the more affordable kits, but a more obvious trend we see is the bundling of the kits to make complete packages. Some of it is coming from manufacturers, some from dealers. We think this is a bonus for the customer, since it’s a complete package and gets the customer everything they need to start drumming.
Kevin D. Packard: Pearl was a sort of pioneer in this segment with the introduction of the Export kit back in 1984. This was the first drum set with pro features for a low price, and this – combined with the rise of the MTV era – created a flood of new drummers with Export as their first rig. Since then, there has been a constant race among the manufacturers in our industry to get more to the entry- level player at a lower price. With more companies making more drum sets for fewer drummers, there is a lot of pressure for us to stay competitive for the retailer and relevant to the player. That being said, there has never been a better time to be a drummer, especially an entry-level player. There are more resources for learning and ways to connect with players of all skills than there have ever been, and your dollar gets you a lot more gear than it ever has. Pearl is excited to be a constant part of this segment, but is cautious about how we brand and feature the lower-priced gear in this sea of cheaper choices.
How would you describe sales of such kits in the past year, compared to 2015?
KP: Our entry-level sales are up, but it involved a lot more than just creating an affordable drum set. We are seeing a much more informed buyer coming to the table to make their first drum set purchase, so our goal has been to create connectivity with entry-level players through every channel. Whether directly, through the dealer, our artists, or even the gear itself; we have seen success in connecting actively with new drummers and helping them find the best fit for their playing personality. This way we are not just selling a drum kit, we are encouraging a lifestyle!
SF: Our sale of the entry-level kits is up this year, especially with our Stage Custom Birch kit.
JP: Our entry-level kit in the U.S. – Imperialstar – is having a solid year. We are pleased with the consistent feedback we receive from dealers and consumers that our Imperialstar series represents a quality build, quality overall performance (with Meinl cymbals included) and quality sound at a very competitive price. We’ve been doing it so well for so long that we have earned something we truly value – trust. Consumers trust the true long-term value with our Imperialstar drums.
For your own brand, what specific model(s) in this price range is/are selling best? JP: IP52KC has been very well received.
KP: Most parents and educators want an all-in-one solution (or a kit with hardware and cymbals included) so we introduced the entry-priced Roadshow Series complete kit to better flow with the market. These kits come with everything, including artist-guided video set-up and lesson content. Export Series has a legacy and is still a staple with early drummers, and though it’s held steady with dealers and players since it was reintroduced in 2009, its features are a better fit for the “step- up/student” category.
SF: The Stage Custom Birch is doing very well for us. Although the Stage Custom Birch name has been around for over 20 years, this year we are exceeding sales numbers from all past years. With the upgraded features we’ve added, it’s a lot of value for the money.
Have you noticed any particular marketing or promotional techniques on the part of dealers who are doing particularly well selling these types of kits?
KP: Making the experience as personal as possible in this budget level is important. Pearl has created extensive video content for these products, as well as resources for parents and first-time players at our MyFirstDrumset.com website, specifically so dealers can incorporate them into their lesson plans and online presence. From the local music shops to the big box stores, dealers that use these tools – or even make their own video content- are moving Roadshow and Export aggressively. Though our products are not the “low-price leaders” in this segment, we back them up with our exceptional warranty promise and active customer/ consumer contact. Plus, our web-based contact portal at www.pearldrum.com and our Pearl Drummer’s Forum have created platforms for unprecedented communication with players and dealers alike, which is surprisingly uncommon in our industry.
SF: In my opinion, it’s not only been the bundling of extra goods that come with the kit. It’s the dealers who, first of all, have knowledgeable sales staff, and also offer additional value like free introductory lessons, or setup and delivery to the customer’s home. In addition, creating store events, getting involved in community activities, etc. have differentiated them from their competition and made them successful.
JP: Brick and mortar dealers with strong lesson programs typically see very nice results with Tama Imperialstar. Again, this turns back to the trust dynamic. Our dealer partners know they can confidently offer the Imperialstar their students to support their mission to nurture long-lasting customer relationships. We also wanted to add some promotional excitement for Q4 this year and created a national promotion for all dealers with value-adds. Working with our branded partners Meinl and Pro Mark, we launched a promo that includes a free 10” Meinl HCS splash (with Tama cymbal mount) and free Pro Mark Select Balance 5A drum sticks. This promotion launched on Sept. 1 and is planned to continue through December of this year.
What are your expectations for this segment of the drum & percussion market in the coming months?
SF: We see this segment continuing to grow as long as the market grows and new players enter the market. That’s why we’re very involved with organizations like the Percussion Marketing Council (PMC). At Yamaha, we want to be competitive with our price, but we also know that quality is going to cost slightly more. For us, quality goes beyond how well the instrument is built; for example, for kits made by our OEM manufacturer, we wipe the shells of our kits with a sealant that prevents any formaldehyde from escaping from the shells. We’ve tested other manufacturers’ shells, drum thrones, etc., and we exceed other companies’ products as well as government safety standards that we are required to follow. One of our goals is that we want customers to have a good experience with their first instrument so they continue to be inspired to play. A good-quality instrument will achieve that. If the customer ends up with a lower-quality instrument that doesn’t perform well, we’ll possibly lose that customer to other, unrelated pursuits.
JP: We are expecting very robust sales in the coming months for this product segment. The response to our current Imperialstar promotion has been well received and we will have a couple of new finish options which will be unveiled at NAMM. We expect these to have consumer appeal and build on our already rock-solid Imperialstar product offering.
KP: We are seeing an opportunity for growth as the product and the market advance. As quickly as things shift it is essential for us to make the product continually evolve to meet these players’ needs. I think an oncoming challenge will be creating ways to keep drummers actively engaged in drumming, so the Student- Level kit they just bought doesn’t turn into tomorrow’s passing fad. We are taking significant steps to craft online and dealer content that encourages this kind of continued interest, and are constantly working to assure that our product offerings in each feature/price bracket are advancing with each drummer.
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