Kawai Australia Pty Limited (Kawai)
From 1993 to 2002 Anderson Knight worked in close collaboration with the Marketing Manager of Kawai Australia to raise the profile of Kawai pianos as high quality instruments and to increase sales. At that time the Kawai brand name was largely unknown and Kawai had less than ten percent share of the small and highly competitive Australian market.
Anderson Knight worked to raise awareness of the Kawai brand and gain acceptance from concert artists and music teachers of the high quality Kawai instruments, and progressively increased Kawai’s market share to close to 50 percent.
Music teachers (at conservatoriums and university music departments as well as private studio teachers) and music instrument retailers were identified as being the primary sources of credible ‘expert’ advice for potential piano purchasers.
Public relations activities were implemented to build relationships with music teachers and provide them with opportunities to hear and play a Kawai piano. These included: arranging or sponsoring performances, competitions, conferences, and special schools and workshops for both piano students and piano teachers; regular production and direct mail distribution of print materials (newsletters and brochures) to all music teachers and schools in Australia and New Zealand; and seeking opportunities to gain exposure in special interest and general media.
Retailers were involved in all teacher-focused public relations activities in their area. Special promotional activities were developed for retailers to help attract customers to their stores. Sales training seminars and discussion sessions were provided for retailers’ sales staff and innovative sales incentive programs were designed to encourage salespeople to introduce the Kawai product range to their customers.
Phone: +612 9247 2490 | Facsimile: +612 9247 2495 | Email: consult@andersonknight.com.au