Article featured in the March 2016 edition of The Music Trades Magazine
Leading drumstick manufacturer Vic Firth Co. welcomed top representatives of its sales and distribution network to its third annual new product launch at NAMM. Mark Dyke, Director of Sales, applauded the group’s efforts, noting that despite currency fluctuations and major economic and political challenges for some of its dealers, 2015 marked yet another record year for Vic Firth sales.
Neil Larrivee, Director of Education and New Product Development, announced that the company would be using more videos to introduce new products and better explain their inspiration and benefits to dealers and their customers. He demonstrated the initiative by showing the group videos presenting new Signature Series drumstick models honoring Chris Coleman and Jen Ledger. Other new products included Signature models for Ray Luzier and the late Keith Moon, new vibe and marimba mallets, and the Gadd Pad, a practice pad celebrating the 70th birthday of legendary drummer Steve Gadd.
Mark Wessels, Director of Internet Activities, pointed out that each model would be re-released with new videos designed to further promote interest and sales. Mark additionally outlined features of the company’s re-tooled website, which now features more layers of content, enhanced interactivity and end-user engagement, and improved stick and mallet selection guides.
Andy Tamulynas, Earned Marketing manager, discussed Vic Firth’s international/multilingual social media initiatives and upcoming digital campaigns. In the coming months the company will launch a new web and social media campaign celebrating the community’s love and passion for drumming. Beautifully produced and edited, the videos will feature “unknown” drummers and be subtitled for distribution in global markets.