 Yamaha Offers Total Keyboard Package ...prepared to deliver a complete package in a troubled time for the industry.
“We’ve seen a tremendous shift in economic conditions,” said Rick Young, senior vice president, Yamaha Corporation of America. “Consumer demographics and almost everything else have changed. We’re responding with a total piano strategy, selling a more comprehensive variety of products to a wider variety of customers.”
Yamaha’s top product introduction for 2010 will be its new CFX grand, scheduled for production in early June. The product of nearly two decades of R&D by an international design team, the CFX replaces the CFiii at the top of Yamaha’s CF series of handcrafted pianos. “We wanted to make the best piano in the world,” said Product Specialist Tom Folenta. “We’ve combined beauty, power, and the talents of Yamaha’s best people.” Enhanced Disklaviers
Revisiting its blockbuster 2009 introduction of the AvantGrand, Yamaha outlined its marketing strategy for the state-of-the-art “hybrid” digital, celebrated for achieving a tone and feel widely considered indistinguishable from a high end grand piano. Consequently, Yamaha is presenting the AvantGrand not in the context of its lower-priced digital pianos but alongside acoustic grands of $50,000-$80,000. “We’re keeping it on a level it deserves,” said Marketing Manager Mark Anderson. “It’s that caliber of piano, only it’s half the size and half the price.”
Yamaha also announced enhancements to its Disklavier line, including access to streaming web-based player-piano music via iPhone and the introduction of a remote teaching concept that allows teachers to conduct one-on-one lessons or master classes through iChat or Skype. “Using two Disklaviers, linked remotely, we’re able to eliminate geographic barriers between teacher and student,” said Electronic Keyboard Marketing Manager Jim Levesque.
In a rundown of Yamaha’s expanded web tools, Young told dealers, “We are deeply committed to online marketing. Creating a positive experience online is just as important as it is in one of your stores.” For the second year running, Yamaha broadcast streaming video direct from the NAMM show by way of The Hub, its online video portal. “The Hub is one of our best ways to convey they essence of what we make, allowing our customers to become better-acquainted with our offerings and make better-informed decisions,” said Young.
The company has also introduced a series of online videos designed to promote its Clavinova series and build familiarity with its interface. For dealers, its EZ Pay program allows users to view, pay, and export invoices, schedule future payments, and search for products by model or serial number. Embracing New Concepts
Summing up Yamaha’s commitment to capitalize on the technology at its disposal, National Sales Manager Bob Heller said, “If your skills and attitudes don’t change—with new concepts, strategies, and tactics—you lose control of your destiny, and we have no intention of doing that.”
At the conclusion of the meeting, Yamaha presented its Inspiration Award to LaRoy Edwards, who joined Yamaha Corporation of America in 1962 and created the company’s Little Red Schoolhouse program, the longest-running piano service course of its kind. Upon presenting the award, Calvin said Edwards “embodies YCA’s core vision and values, inspires others, and has been a key person with Yamaha since the beginning.”
Edwards said, “Yamaha’s first music school was held in my store, the first class had my son in it, and on the first organizational trip to Japan, I went. I have had a tremendous journey with this company.” Subscribe to The Music Trades today! |
