Some 30 years after NARM and the industry mounted the iconic marketing campaign designed to boost sales, devoted fans around the world still love to “Give the Gift of Music” to friends and family for special occasions and holidays. In fact, I’d say that music is the best present…with a future…compared with many other forms of entertainment and regardless of the format or delivery method. Just think of how many times over a span of days, weeks, months, and years someone enjoys music they love, and may have received or chosen as a gift.

In its recent holiday retail outlook, The NPD Group noted that 30% of consumers surveyed said they plan to spend less this season due to the ongoing economic uncertainties. But the findings also indicated a return to more traditional gift items, including music. Specifically, there was positive movement in music’s ranking among the Top 10 items, up from 8th to 7th, with the intent to purchase going from 20% to 21%. Hey, we’ll take it.

While there have been numerous attempts for the industry to restart and/or refreshthe campaign in a bigger and better way, the other big “R”…reinvest…seems to have consistently brought the best laid plans to a grinding halt. Maybe in the current DIY climate it’s as simple as a few grassroots initiatives starting up, gaining traction and perhaps reinvigorating a more mainstream campaign. In just the past few weeks, I’ve received calls and e-mails from companies asking to use the messaging and logo in advertising, marketing and promotions for the upcoming holiday selling season. There are slew of great releases in the offing and many unique and deluxe offerings poised to hit the marketplace.

Give it some thought!

If you would like to use the Give The Gift Of Music graphics in your advertising or promotional efforts this holiday season, contact Nicole Hennessey (hennessey@narm.com).

 – By Jim Donio, NARM President (donio@narm.com)

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