DM Helps Boost Keyboard Sales

Share this content:
A fully integrated campaign involving direct mail, specialty magazine ads and incentives to both buyers and sellers spurred a 35 percent increase in sales of a keyboard made by music equipment maker and distributor Korg USA.


The campaign, created by Friedman, Harris & Partners, Hauppauge, NY, was hatched a year ago, after Korg, Melville, NY, experienced slow sales of its Trinity keyboard a year after the product's launch.


Friedman, Harris & Partners began re-positioning the keyboard with a product evaluation and stepped up marketing efforts at all points of contact.


"What we did was a combination of consumer national advertising, consumer regional advertising, trade advertising, incentives to consumers and incentives to sales representatives," said Joe Friedman, agency president.


Consumer research showed that potential buyers were deterred by Trinity's price, which, as a result, was dropped to $3,350. Though still perceived as high, the new price proved to be not as great an obstacle.


A new creative approach demonstrated that the keyboard has fewer limitations and better sound quality and recording capabilities than competitors' products. The agency helped Korg showcase Trinity at trade shows, in national specialty magazines geared to music enthusiasts and in catalogs of national music supply retail chains that carry the product, such as Guitar Center and Sam Ash. Korg's semiannual brochure, which is mailed to customers and prospects and distributed to music stores, also featured the product.


The company also began incentive programs. Customers were offered rebates and a free denim jacket with purchase. Sales representatives were offered a variety of incentives ranging from cash awards to wearable merchandise and credit toward product purchases.


"We wanted to create some evangelical salespeople who would speak for the product, and we did," said Lynellen Nielsen, executive vice president of Friedman, Harris & Partners.


The sales increase may have extended Trinity's life. The agency already is working on the launch of the next-generation Trinity keyboard, scheduled to be introduced in the fall.


Friedman, Harris & Partners, founded in 1971, also lists test preparatory book publisher Barron's Educational Services, aquarium filter company E. G. Danner and lock company Arrow as clients.
Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here