After nearly 18 months of planning and preparation, Pro-Mark Corporation has rolled out an entirely new packaging concept for it drumstick line. The new packaging is based on a color-coding system for the nearly 200 different models Pro-Mark has.
\"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
- Double Extra Large
All sizes are based on diameter. Each size grouping has a color associated with it.
We conducted extensive research. 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.\"
Better choices
The new system had some great advantages in choosing your model. According to Brown, 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.
Self-educating
The company has also created a POP graphic that can be posted in the stick department. It contains a huge amount of information that is laid out simply and clearly. It explains 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.
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.
