NEW PACKAGING FROM PRO-MARK
After nearly 18 months of planning and preparation, Pro-Mark Corporation, the world’s largest manufacturer dedicated exclusively to the design, production, and distribution of drumsticks, mallets, and percussion accessories has rolled out an entirely new packaging concept for it drumstick line.
“This is essentially a color-coding system”, explains Pat Brown, the company’s director of sales and marketing. “We have nearly 200 different models of drumsticks. Added to the models offered by our competitors, it’s often a challenging task for drummers to choose a suitable model.”
“We conducted extensive research”, Brown says. “Every drummer we talked to expressed the same frustrations…so many models from which to choose, what do the model numbers mean, how does one model number relate to another, and so on. We knew there had to be a better way to help our customers find their favorite model.”
Continuing, Brown says, “Drummers select their sticks according to ‘feel’. The vast majority of drummers define ‘feel’ as diameter first, and then by length, taper, type of wood, etc. So, without changing any model numbers, we have categorized our sticks in five different size grouping: Small, Medium, Large, Extra Large, and Double Extra Large…all based on diameter. Each size grouping has a color associated with it.”
“We have also created a POP graphic that can be posted in the stick department.” Brown notes, “It contains a huge amount of information that is laid out simply and clearly. Not only does it explain the color coding, but also educates the customer on differences between wood types, sizes and shapes of tips, and different types of finishes used on sticks. It enables the customer to self-educate. And that frees up the store sales staff to concentrate on selling bigger ticket items!”
Now” Brown says, “when a customer, regardless of experience level, goes to the stick bin, he or she can almost immediately find a suitable model. And, if the store is temporarily out of a model that, for example, falls into a ‘blue’ category, the customer can be reasonably sure that any other model that falls into the ‘blue’ category will have a similar feel.”
Brown says that dealers can expect to start seeing the new packaging almost immediately. POP graphics are also being prepared and will be available soon.
For more information, please visit www.promark.com/FEEL or contact Pro-Mark Corporation, 11550 Old Main Street Loop Road, Houston, TX 77025
Tel: 713.314.1100
Fax: 713.669.8000
Toll Free: 877.PRO.MARK
E-mail: info@promark.com
Web: www.promark.com