As one of the most anticipated music industry events globally, The NAMM Show continuously evolves its marketing strategies to stay ahead of industry trends and reach a wider audience. In this exclusive interview, Pete Johnston, Director of Marketing at NAMM, shares insights on how NAMM 2025 has leveraged digital transformation, influencer collaborations, and strategic partnerships to engage attendees, exhibitors, and emerging markets like India. From harnessing data analytics to expanding social media outreach, Pete reveals the innovations shaping NAMM’s marketing approach and what’s next for NAMM 2026.
What have been the key marketing strategies for promoting NAMM 2025, and how have they evolved from previous years?
Over the years, NAMM’s marketing strategies have continuously adapted to stay ahead of industry trends, and NAMM 2025 is no exception. This year, the focus has been on leveraging data-driven personalization, expanding digital advertising and social media engagement, and deepening collaborations with industry influencers and partners.
A key shift for NAMM 2026 will be the enhanced use of Salesforce Marketing Cloud and Google Analytics to deliver highly personalized messaging. By analyzing past attendee behavior and interests, our marketing team has been able to craft targeted campaigns that resonate with specific audience segments, ensuring a higher level of engagement than in previous years.
How do you leverage digital marketing, especially social media, to engage attendees and exhibitors?
Digital advertising has expanded significantly, with a strong emphasis on Meta ads, Google Ads, and LinkedIn campaigns. Unlike previous years, where static digital ads played a leading role, NAMM 2025 prioritized video content tailored for Instagram Reels, YouTube Shorts, and TikTok. This shift reflects the growing demand for short-form, visually engaging content that drives excitement and interaction.
What role does influencer marketing play in NAMM’s promotional campaigns, and how do you choose the right influencers?
Another major evolution has been the expanded use of industry influencers and content creators. In the past, NAMM’s influencer collaborations were primarily promotional. This year, the strategy has shifted toward long-form partnerships, giving influencers access to NAMM 2025 and integrating them more authentically into our storytelling. This has helped create organic buzz and reach new, younger audiences who may not have been previously engaged with the show.
How do you measure the success of your marketing campaigns for NAMM?
We’ve significantly improved efficiency through Wrike-powered campaign optimization, allowing better coordination across digital, social, and email marketing efforts. The ability to track performance in real-time has enabled us to make quick adjustments, ensuring that marketing dollars are spent effectively and delivering the best possible ROI.
What initiatives have you taken to expand NAMM’s reach in emerging markets like India?
NAMM recognises India as one of the fastest-growing music markets, both in terms of instrument sales and the rise of independent artists. We’re actively working on building deeper connections in the region through exciting new collaborations with Indian musicians, educators, and influencers.
A key focus moving forward will be strategic partnerships with Indian artists and media houses. By collaborating with top musicians and social media personalities, NAMM aims to create engaging, culturally relevant content that speaks directly to Indian audiences.
How do partnerships with brands, media houses, and artists enhance NAMM’s visibility?
NAMM is eager to showcase India’s rich musical heritage and contemporary talent on a global stage. Future NAMM events may feature Indian classical and fusion artists, live performances, and panel discussions on the evolution of India’s music market. These initiatives reinforce NAMM’s commitment to cultural inclusivity and global industry development, ensuring that every music community—regardless of geography—has a voice at the NAMM Show.
