What Sam Ash should do now

Precisely one hundred years ago, in 1924, Rose and Sam Ash opened a tiny little storefront in East Brooklyn. The sign above the store bore the legend “Sam Ash: Everything in Music.”

Sam Ash survived the brutal years of the Great Depression and took off for real after World War II, when they moved to a larger storefront on Utica Avenue. And it soon became an American icon.

Many aspiring musicians purchased their first instrument in Sam Ash, like my husband, who bought his clarinet there as a teen with money he’d painstakingly saved up doing odd jobs.

Which was why thousands of music lovers across the country were devastated last July, when Sam Ash announced that they would be closing all 42 of their stores. Large yellow and black banners splashed outside all their storefronts bore the grim message “STORE CLOSING.” Store fixtures and furnishings were listed for sale. Other signs indicated that all sales were final and that all service plans, replacement plans, gift cards, store credits and gift certificates would be invalid as of July 7, 2024.

It was a sad sight.

There were many factors that led to these closures. Its revenue declined over the last five years, it had too many locations and it was too heavily dependent on in-store traffic at a time when online shopping had become the first choice of many consumers.

But…

Sam Ash isn’t gone. It continues to exist as an online shop, which was acquired by Gonher Music Group, the largest distributor of musical instruments and professional sound equipment in Mexico.

If I was Gonher Music Group, here’s what I would do.

Unlike Casper (remember them?), which was an empty vessel with cool but shallow branding, Sam Ash has a rich, meaningful brand. Millions of people across the US have a deep connection with and fond memories of their time in Sam Ash stores.

Gonher should capitalize on Sam Ash’s hundred year history to create an online music community and brand that could dominate the industry.

• Hire a brand voice expert to take that Sam Ash vibe - the one you felt in the stores - and bring it to life online.
• Build a strong, engaged email list by creating an opt-in offer that music lovers would drool over.
• Send regular emails that continue telling the story of American music lovers
• Open pop up shops in high traffic locations several times a year, so people can indulge in the old-fashioned feel of Sam Ash.

Your brand may not have the hundred year history that Sam Ash does. But you can use these same ideas to build a rich brand with a loyal audience.

The easiest way to start? With my Dynamite Selling and Email Infusion packages - both at easily accessible price points that give you the foundation to do all that.

If you want in, let’s talk.

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Wishing for a Sam Ash revival,

Chavy

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