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Wurlitzer possessed the quality components,
workmanship and innovative design that competitors lacked,
making it the best value for the consumers money in the $3,000
to $7,000 range.
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Since purchase decisions for pianos are made in-store at dealer
showrooms, we recommended that Wurlitzer and Baldwin influence
that decision with attention-grabbing in-store point-of-purchase
materials.
• Developed
a sound creative positoning: regardless of one's taste in
music, that music always sounds better when played on a Wurlitzer.
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• Despite the $400 cost per kit, dealer demand was unprecedented.
• All dealer kits sold
out completely.
• Piano
sales of both Wurlitzer and Baldwin brands spiked significantly
during point-of-sale event.
• Most
successful dealer effort to date.
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