Yamaha Wants Data To Work in Harmony

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The corporate planning department of Yamaha Corp. of America hired Specialized Marketing Services Inc., Irvine, CA, to work on a database management program.


A manufacturer of musical instruments and audio products for amateur and professional musicians, Yamaha aims to integrate data from its sales, marketing, product, music-education and assorted corporate administrative divisions.


"Yamaha has a combination of internal resources and outsourced vendors," said Gloria Robbins, CEO of Specialized Marketing. "However, for the data, they had several disparate databases that were housed in separate divisions and were being managed through an internal process."


The manual and computer-based products manufactured by Yamaha include pianos, guitars, drums, portable keyboards, synthesizers and accessories. The company is wholly owned and the largest of all worldwide subsidiaries of Japan's Yamaha Corp.


Specialized Marketing has several tasks. First, consolidate specific divisional customer data from several sources that have sold products to educational entities. This will be compiled, cleansed and consolidated, giving Yamaha a penetration summary against all U.S. educational institutions.


Next, Specialized will compile, cleanse and consolidate all customer data records for all of Yamaha's U.S. divisions into a single source. Finally, the manufacturer will use this database for cross-marketing, aided by a new online tool under construction for this purpose.


"The first use of this compiled database will be in support of a new product launch," Robbins said. She did not disclose the product.


The agency will provide services including strategy, compilation, hygiene, creative and copywriting. It also will produce a self-mailer with survey, create HTML e-mails and handle mailing services, tracking and reporting.


Yamaha aims to improve "the use of direct marketing in support of other components within the marketing mix," Robbins said.


Specialized Marketing has won two other, separate assignments.


LG Mobile Phones asked the agency to manage product and literature fulfillment and special assembly work. The agency will warehouse products and literature, fulfilling orders to LG Mobile Phones' partner retail locations. It also will hand-assemble custom literature kits for sales as new LG wireless products debut.


LG Mobile Phones is the North American division of LG USA, an arm of LG Electronics, a $16 billion Seoul, South Korea, maker of electronics.


Likewise, Specialized will manage sales literature fulfillment for Apria Healthcare. The Lake Forest, CA, company is a $1 billion national home-care maker of medical, respiratory and home infusion therapy products and services. The agency will handle this fulfillment for the more than 500 sales representatives in 55 Apria offices nationwide.


Founded in 1988, Specialized is a direct marketing agency with clients like Lufthansa German Airlines, Canon, H&R Block, AIG, Gateway, Kaiser Permanente and Hilton Resorts Hawaii.


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