Connolly & Co., exclusive U.S. distributor for Thomastik-Infeld orchestral strings, was facing four tough questions:
They came to PMG to help them find the answers.
PMG’s strategic foundation and background in both music and education identified the need for a focus group. This included violinists, educators and parents. The results confirmed that Connolly’s dollars would be best spent on influencing the private studio environment. The strategy crystallized: drive sales to dealers…by driving consumers to the stores…by influencing educators to recommend new Dominant fractional size violin strings.
The message was clear: Dominant fractionals make learning easier and more enjoyable…for teacher and student alike. Unlike other fractional strings, Dominants are easier for students to play, but still sound great.
A dynamic direct mailer conveyed a powerful emotional image to remind educators to recommend Dominant strings to students and parents. An incentive maximized response. The mailer offered a chance to win one of 20 sets of Dominant fractionals and presented a choice of a free string pouch or a full size poster.
The mailer was disseminated to an audience of about 6,600 educators, in August, just before the new school year began.
PMG’s single-hit direct mailing generated a response rate in excess of 18%, greater than predicted. Educators were sufficiently charmed to share who they were, where they taught and how many students were enrolled.
PMG succeeded in establishing branding and positioning in one effort. We now had true mindshare…the ultimate prize. And as a bonus we compiled a real-world database…the ticket to better business for our dealers.
