Simply Music, a DVD-based piano education product, will begin a DRTV campaign May 22 in 15 US markets.
This represents a return to the direct-to-consumer channel. Holding company YesDTC licensed the product, which has been primarily marketed to piano teachers since a previous DRTV effort ended about eight years ago.
“They had been focusing more on the piano teacher market, but it’s a perfect product for DRTV,” said YesDTC director Christian Kirsebom. “An informercial can really explain the product and get people excited.”
The 30-minute show will feature some content from the older edition, said Jon Schulberg, founder and president of Schulberg MediaWorks, the agency that created both editions.
“We’re hoping to once again garner the direct-to-consumer success we had in the first go-round,” he said. “It’s been updated, and it’s a new and improved offer — much less expensive than before.”
The infomercial was changed, Schulberg elaborated, to reflect the fact that it is now DVD-based rather than videocassette-based. Among the test markets are Boston; San Francisco; Dallas; Seattle; Orlando; Indianapolis; Washington, DC; Pittsburgh and Greenville, SC.
Testimonials reflect the wide target audience for Simply Music. It is meant for consumers “age eight to 80,” Schulberg said.