► Rising field inventory - On surface your marketing strategy looks good. Monthly sales numbers are met, growth rate appears on track, and then sale figures drop off a cliff. What happen? A closer look finds field inventory trending up. This is a bad sign. Bloated field inventory wreaks total havoc within organization. This false demand disturbs MRP balance, incorrectly states growth rates, and usually requires months to clear. The soft costs associated with this problem are staggering.

Product should not be considered sold just because it is placed in your distributor's inventory. Product isn't sold until a customer buys and then wants to buy again. Many companies believe their marketing strategy is working because distributors are placing orders. Distributors place orders for a variety of reasons. Special volume discounts, end-of-month rebates, fear of losing line, aggressive regional sales people, etc. motivate distributors to place orders - sometimes taking more inventory then their selling rate dictates. Objectively tracking field inventory levels, and ensuring they these levels match regional or local demand is important. If field inventory is building your marketing strategy is in trouble.

► Customer confusion - Two points to consider: 1) your customers don't understand why your product or service is better than your competitor - forcing your customer to immediately think price and commodity for your offering; or 2) your customers don't realize depth of your product or service - in some cases buying one solution from you and another from your competitor when you could easily supply both. Either of these scenarios indicates you marketing strategy (message) is not working. And that means lost business, and lower market share.

► Fault lies with sales force - whipping sales force harder, in longer term, won't gain market share and create leadership. Marketing is supposed to create opportunity for sales. If each week produces ‘wood-shed' discussions with sales people because they don't meet sales objectives, you should be looking at marketing strategy.

Don't delay. Honestly review your marking strategy on a continual basis and you will greatly increase your success factor.

Frank Williams is a marketer. With many post graduate courses in management, leadership, marketing and technology to his credit, Williams is a widely respected speaker, author and technologist. He has significant knowledge in marketing strategies and is the founder and CEO of Global Marketing, Inc. - a leader in business, marketing and sales consulting

MuzikMan: Are you both available to communicate with on phone or by e-mail during normal business hours? How long does it take you to respond to a clients query?

Josh:e are very busy. However, we are very accessible. Nick and both give our email addresses out freely. If we are busy, our procedure is to return all calls in 24 hours. For most part, most people contact us and our employees via email.

MuzikMan: What made you decide to take chance, quit your day jobs, and make this a full time gig? Most people are not willing to take that chance, what makes you different?

Josh: We both knew it was going to work. We have put countless hours of time into Vision Music USA. We feel that we have an innovative idea. We provide services to those who need it. Additionally, our services are very cost effective. This isn’t a get rich quick scheme. Nick and I are interested in making money long term while helping musician’s attain their individual goals.

MuzikMan: What can an artist expect to get in return for all of your services? What is goal for each specific client?

Josh: First and foremost, we are consultants. It is our job to customize a client’s service to fit their needs. With our assistance, artist will have a far greater understanding of where they stand and where they need to go. For example,if an artist purchases a Press Kit Development package we completely critique their original work. After this critique we give them recommend suggestions they need. We point artist in a direction they are comfortable with. The goal is to bring them more recognition and make press kit more effective for artist. Each client’s goals are assessed on a customized basis. This is our philosophy.

MuzikMan: Where does Vision Music USA want to go from here?

Josh: We would like to maintain our growth. We will be developing more products and services for our customers. It is important to Vision Music USA to maintain and continually develop relationships with other companies. We have a few other ideas but that’s another interview.

MuzikMan: Do you both feel that eventually labels will not exist and all artists will have complete control of their work in aspects of production, distribution and promotion? A lot of that is happening on Internet right now, do you think it’s a good thing? Are there some drawbacks to this radical departure from status quo?

Josh: If people can do things on their own that was never possible, then go for it. Artists should have more control over their own work in general. I think internet is amazing. Considering what I do for a living. I feel there are too may artists who don’t fully understand what a record deal is. Too many artists think getting signed is goal. I think it should be start.

Take your Career to YOUR next level with Vision Music USA!

Vision Music USA is a TRUE independent musician’s resource!

Some services include: Artist Development, Booking, Merchandise, Graphic Design,Website Design, CD Duplication and much more!<

© Keith "MuzikMan" Hannaleck-http://www.muzikreviews.com

March 2, 2004