There’s much talk in the industry of “creating music makers” and, while it’s certainly an important first step to get that customer in the door, making that initial purchase, the ultimate goal is to create life-long music makers who represent repeat business for dealers and suppliers, and who perpetuate the culture.
For student band and orchestra players who’ve evolved past beginner status, but don’t yet have the chops or purchasing budget to justify a top-of-the-line pro instrument, step-up instruments offer the opportunity to play a better quality product with additional features. These instruments also provide dealers with the chance to take advantage of higher profit margins and to create that sought-after repeat customer.
MMR spoke with five key B&O suppliers about trends in the step-up market and how MI retailers can better target potential end-users.
What larger trends have you been noticing with respect to step-up or “intermediate” band & orchestra instruments?
John Stoner, Jr.: The step-up/performance-level market has leveled off in recent years. This is mainly due to the increased quality of student instruments and players moving directly from student to professional instruments. The step-up market is geared toward middle school students who have up to two years of band experience and are ready for an instrument to help further develop their skills and techniques. The instruments are being designed with this audience in mind, offering a wider range of finishes, and cases that are more appealing and accessories for the higher end player. The price points are designed to avoid parental sticker shock, while helping the dealer achieve a reasonable margin.
While this is true for woodwinds and trombones, horns are a different matter. They are mostly school bid items; however, they are being used more as rental instruments with many teachers starting their students off on double horn. Background brass instruments are almost always bid items and are usually purchased with price as the primary factor.
Francois Kloc: The programs that seem to work very well for our dealers are the programs where they offer their customers “rental credits” toward the purchase of step-up instruments after returning the rental instruments.
Devin Pelton: The trend that many of our dealer partners are telling us about is what they see as a “squeezing” effect with step-up sales. The quality and acceptance of beginner instruments continues to improve. Many of the features dealers can offer to their customers from the very beginning are similar to what was historically considered available only on a step-up. We continue to work with some of the leading designers and players in the industry to ensure that our step-up products have the distinguishing features which allow customers to identify the advantages.
Many Antigua dealers are realizing additional success by offering step-up rentals as a financing option for their customers. Dealers understand the importance of selling or renting instruments which provide the features and quality that exceed the expectations of their customers, while allowing the margins necessary to offer these extended payment options. This partnership with our Dealers has been a very important portion of the growth we have experienced.
Roger Eaton: The market is offering more choices than ever, which can be confusing to everybody. Price points are being pushed downward by many competitive pressures, so it is vital that we educate our customers to make informed decisions. Our step-up business is experiencing a surge due to both customer and salesperson incentives to drive sell-through.
Jack Kanstul: When a customer stays with music and purchases their second instrument, they are more aware of what they want and in a better position to know, as they have probably progressed in their playing ability. Certainly they want a higher quality instrument then what they started on and with a better case. For trumpet players they generally go with a silver-plated instrument, as they probably started on a Lacquer instrument. Trombone players want more features, like different metals – copper or gold or red brass – and interchangeable leadpipes with different material for the outer slide tubing. They are willing to spend more, but maybe not go to the top, depending on their commitment, so price can be an issue. We try to market our step-up instruments at a price point they like, but still as a top-grade pro horn.
What are some of the fundamental characteristics that distinguish step-up instruments from beginner or higher end models, aside from just price?
DP: The selling price of an instrument is not what determines if it is indeed a step-up. Features that make the horn easier to play and improve the sound are what determine if it can take the player to the next level.
Step-up features can include: raw materials, bracing, key design, improved scale, bell dimensions, added keys, and in some instances finish options – added features which the salesman can point to and the player can feel determine whether an instrument is a step-up. Throughout our history of building both OEM and Antigua branded instruments, we have relied on the expertise of designers and players to bring to market instruments that offer features that make them a good fit [for individual players]. We have lived through an evolution from “it’s more expensive, so it must be a step-up” to “the Antigua line offers all these features you need at a price that allows you to purchase it.”
When you think back to some of the historical brands named after legends, those same design benefits, raw materials, and playing characteristics are now available to all. Most manufacturing processes have evolved well beyond a table leg and a bell mandrel! We have the ability to combine the past knowledge, respect and understanding of design with the improved capabilities of modern manufacturing. What drives us everyday is solving problems. We solve the problem of the player who needs step-up features, but in the past has not been able to afford them. Antigua solves the problem of our dealer partners by keeping their overhead low and improving margins. Dealers have long struggled with too much of their inventory tied up with slow moving, low margin gear. Antigua solves these problems with our value pricing as well as our flexible terms.
JK: Customers want more for their money. They want a good price, but also a quality instrument with a quality case and mouthpiece. Their son or daughter may never play professionally, but at this point in their playing they want a professional grade instrument.
Kanstul Musical Instruments is a one-quality factory. Everything we do is pro grade. So our entry-level Trumpet 700 or 750 Trombone is at a pro grade level. For us the distinguishing features on our step-up 900 Trumpet are more features – reverse leadpipe, fancier trim and ferrels, fancier case. On our high-end horns you really have to wow them. Like our Model 1525 Copperbell Flugelhorn recorded on by the greatest artists the world over.
FK: To me the main characteristics of step-up instruments are the acoustical properties of the instruments that are closer to what you are getting on a pro model. This is what we do in our company, at least. To me there is more than just a different finish.
RE: All of our step-up instruments are designed to deliver a higher level of performance capabilities. They have more research and development behind them, they are made of higher quality material – often by hand, since there is a lot more craftsmanship that goes into these products than one might imagine. They also offer more choices of finishes and take advantage of technological advances in the manufacturing process. The result is that players get a more comfortable feeling and a consistently better sounding instrument that allows them to fine tune their playing style.
JS: Student instruments are essentially designed to help the student achieve sound easily and learn fundamental skills, whereas advanced instruments are made to improve technique and tone. Step-up/performance instruments, when compared to student instruments, use higher quality raw materials such as wood for clarinets and a higher copper content in brass. They are also designed with features to promote student growth. For example, flutes move from closed-hole to open-hole to improve hand position and finger placement, saxophones move from a post-to-body construction to a ribbed design providing resistance to build breath support and springs on woodwind instruments are upgraded from durable stainless steel to lighter materials allowing for a quicker response.
Performance horns and trombones are distinguished from student instruments mostly by their design specifications. Performance horns are double wrapped compared to single horns for students and performance trombones have an F attachment versus student trombones which typically do not.
The materials used in the manufacturing process such as top quality brass, wood, springs and pads also differ between performance and pro-level instruments. The location of the manufacturing facility can also play a large role in the pricing and quality of the instrument. For example, student-level saxophones may come from China, performance level may come from Taiwan and the pro-level instruments may come from Paris or Japan. Construction on professional instruments is almost always hand crafted by skilled, experienced artisans with very little done by machine. Student and performance instruments are manufactured for consistency and playability, whereas pro instruments are built individually with each having its own unique voice. Pro-level horns typically have features such as water keys, pull rings and a variety of choices for bell and branch materials. Pro trombones have the same type of options with varying bell materials, bell weight and different hand slide bore sizes and weights.
What advice would you give retailers about how to better market and sell this category of instruments to student players and their parents?
JS: One of the best ways to do this is to have step-up/performance nights at schools for students, parents, and teachers to attend. This will provide students and parents the opportunity to see and hear the differences in these instruments. Invite representatives from the manufacturers to be on hand as product experts. It is also important to get the support of the local band director or private instructors. Have them test and review instruments for each level, so they can be confident when making recommendations. Step-up instruments provide higher quality experiences for students, are moderately priced for the parents, and offer attractive margin potential for the dealers.
DP: Our dealer partners who are experiencing the most success with step-up sales realize that they occur all year long. I was recently with a dealer in South Carolina who told me they had experienced a 20 percent increase in step-up sales this first quarter; a time frame not known as “step-up season.” We partner with this and many more dealers through multiple channels to support these ongoing sales. We really enjoy personally attending special step-up events. Being out with our dealers allows us to answer questions about our products while at the same time making sure that the horns we are building include the right features needed by the players. We also enjoy relationships with professional players who use our gear on some of the world’s biggest stages. Our rapidly growing artist and dealer rosters, together with the steadily growing brand awareness they are creating, puts Antigua in a unique position to drive step-up sales for many years to come.
JK: This is the advice I would give retailers on how to better market and sell any instrument, including step-ups, to student players and their parents: “It is hard enough to play a musical instrument without giving a kid a poor instrument to play on.” Kanstul’s philosophy is simple. Give them an instrument they can play from the start and they will make music the rest of their lives. And more importantly, they will stick with the brand that made that possible which means more sales for the dealer.
FK: Of course, it depends on the different areas dealers are located in, but in today’s world social networks are becoming one of the tools I would recommend using to advertise programs, step-up events, and instrument features, as well as using the school premises if possible to hold these events.
RE: Yamaha dealers are already setting the standard for the successful marketing and sell through of step-up instruments. Additional effort in stocking selection, staff training, and customer service will always pay off. Yamaha helps support those efforts. It is critical that we educate parents and students about the benefits of quality step-up instruments, which will last for the long term and deliver a more fulfilling sound and playing experience.
