Pianos First is the exclusive National importer and distributor for Alex.Steinbach pianos.

Over the years, we’ve worked in close collaboration with their marketing team to produce a range of campaigns – with a particular focus on direct mail to their vast and detailed database.

Up until recently, they’ve tended to promote the entire Alex.Steinbach collection at various key times of the year. These pieces were a lot more calendar-based rather than product sensitive.

Then, earlier in the year, after one of our productive workshopping sessions with their marketing manager, we settled on the idea of showcasing separate piano models, one at a time.

We found that this drilling down into the different areas of the brand really opened things up creatively. The Alex.Steinbach range features a large selection of quality pianos; and they’ve got great evocative names, too, such as: Artiste, Elegance, Millennia and Windsor.

So when it came time to push the ‘Romance’, we were rapt! With a simple visual hook speaking to ‘the love of music’, we produced this little mailout which went on to become their “most successful promotion ever”.

Interestingly, the sales results also extended beyond the featured Romance model and right across the entire Alex.Steinbach range. It just demonstrates that, as is the case with creative solutions, sometimes the best strategy is also a deceptively simple one.

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