Client: Yamaha Disklavier

Bring the Music Home

When fabulous pianos meet empowering music technology, you have the Yamaha Disklavier. But how to explain to individuals and families the range of musical possibilities it could bring to their homes?

Services

Content Strategy & Governance

Content Development

The Challenge

For over a century, Yamaha has been creating pianos that produce incredible music. What many may not be aware of is that Yamaha has also been a long-time leader in music technology. By marrying beautiful instruments with stellar technology, they’ve created modern player pianos that allow people to bring the music home.

But it was challenging to understand the descriptions on the site and in the sales collateral because they were academic and technical, specifically geared for music educators, institutions and music professionals. How to adapt their messages to express the beauty and sophistication of these incredible instruments to those who may be new to pianos or music?

The Solution

By evaluating their project goals, understanding targeted audiences, and researching the terms used by individuals inquiring about a piano or player piano, we established an appropriate content strategy. We identified:

Who these individuals and families might be and what they care about.
How do they look for this type of large purchase and what they want to know before and during shopping.
What are the specific words, phrases and topics they use for researching – and why might they care.

Based on the work, relevant marketing copy was created to convey the polish and sophistication of the instruments without it being complicated, technical or too “jargony”. It was geared to tell the story for those who may want the capability to have live piano music in their home, regardless of their current skill level. The copy and flow incorporated the key terms, themes and content structural elements to both meet the reader’s needs and enhance SEO. The copy for their new site and printed materials was approachable and built to appeal to anyone looking to add a beautiful instrument to their home or institution.

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