RETAILEREXCELLENCE WWhen David Kalt, the former CEO of online brokerage <strong>and</strong> trading firm optionsXpress, purchased Chicago Music Exchange two years ago, his first order of business was <strong>to</strong> upgrade the computer systems. The 22-year-old Chicago dealership’s cozy aesthetic <strong>and</strong> plentiful inven<strong>to</strong>ry already attracted a loyal high-end clientele. So rather than boost CME’s product offerings, the selfproclaimed “technology guy” spearheaded a promising email-capture campaign. It was a baby step <strong>to</strong>ward Kalt’s ultimate goal: replicating the in-s<strong>to</strong>re experience on the Web. “I already had a kick-ass shop,” he said. “I’m trying <strong>to</strong> electronically connect <strong>to</strong> our cus<strong>to</strong>mers in a very proactive way.” CME regularly produces a steady stream of online videos, from pedal demonstrations <strong>to</strong> res<strong>to</strong>ration advice. All those efforts have incited a marketing bonanza that has helped Kalt exp<strong>and</strong> his dealership by 15,000 square feet <strong>and</strong> add another inven<strong>to</strong>ry warehouse. CAST AND CREW Kalt credits the quality of CME’s social media with improving its bot<strong>to</strong>m line. “Lots of people make lessons videos, but many are done in an amateur way,” he said. He never overlooks the importance of <strong>to</strong>pnotch lighting <strong>and</strong> sound, especially when the proper reproduction of a product’s <strong>to</strong>ne is critical. For that reason, he has enlisted a dedicated video-production <strong>and</strong> e-commerce staff in addition <strong>to</strong> his 22-person sales team. “I had <strong>to</strong> figure out how <strong>to</strong> bottle <strong>and</strong> 34 I MUSIC INC. I DECEMBER 2012 package [the br<strong>and</strong>],” Kalt explained. “Facebook <strong>and</strong> YouTube are mediums. But it’s the content, not the medium, that draws people in.” Perhaps the greatest example of this approach is CME’s “100 Riffs (A Brief His<strong>to</strong>ry Of Rock ‘N’ Roll)” video, which has garnered more than 3.8 million hits. In the video, a medley of 100 guitar licks is performed over one 12-minute take by CME salesperson Alex Chadwick. It includes graphics of each song title <strong>and</strong> is carefully staged so Chadwick’s h<strong>and</strong>s <strong>and</strong> s<strong>to</strong>ck Fender ax are visible. “We did it professionally,” Kalt said. “Anyone struggling <strong>to</strong> play those songs is blown away. And all the non-musicians who hear them in a nice medley like it equally.” RELATIONSHIPS MATTER Sometimes, the attention CME receives from its wellmaintained collection of videos is more than Kalt anticipates. Many professional recording artists <strong>to</strong> whom he’s sold gear — from CHICAGO MUSIC EXCHANGE Chicago PRINCIPALS David Kalt FOUNDED 1990 EMPLOYEES 23 STORES 1 ANNUAL REVENUE $8.5 million Slash <strong>to</strong> Wilco’s Jeff Tweedy — found CME through an online demo. Kalt always seizes the opportunity <strong>to</strong> recruit his rock star clients as video sub- Film School Online videos build a Chicago shop’s fan base — <strong>and</strong> its bot<strong>to</strong>m line jects. The result is what he calls a “symbiotic relationship” that benefits both parties on a promotional level. “I had this b<strong>and</strong> here, Yonder Mountain, who created an impromptu video,” Kalt said. “We put it on Facebook <strong>and</strong> on our blog. Suddenly, Yonder Mountain fans were introduced <strong>to</strong> us, <strong>and</strong> we were introduced <strong>to</strong> them.” The synergy has also been working for pedal suppliers such as JHS, Jackson Ampworks <strong>and</strong> Full<strong>to</strong>ne. Kalt constantly communicates with manufacturers, who sometimes contact him of their own accord. “There are lots of suppliers that use us <strong>to</strong> help showcase their product, because they love our videos so much,” he said. Above all, Kalt wants CME’s online presence <strong>to</strong> function as the perfect complement <strong>to</strong> its longst<strong>and</strong>ing reputation of quality products <strong>and</strong> knowledgeable employees. He thinks that’s essential in <strong>to</strong>day’s industry. “I can’t just be good at retail or online in this environment,” he said. “All of the great eye c<strong>and</strong>y on our website can be equally pleasing <strong>to</strong> our cus<strong>to</strong>mers. That’s what I’m trying <strong>to</strong> create.” <strong>–</strong>HB
David Kalt Pho<strong>to</strong> by Daniel Shea DECEMBER 2012 I MUSIC INC. I 35
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