This is a multi-part message in MIME format. ---------------------- multipart/alternative attachment Mr. Frazee, I would be very interested in your findings. Thank you for offering them. Brian P. Doepke AAA Piano Works, Inc. 260-432-2043 260-417-1298 _____ From: pianotech-bounces@ptg.org [mailto:pianotech-bounces@ptg.org] On Behalf Of James H Frazee Sent: Tuesday, January 17, 2006 5:37 PM To: Pianotech List Subject: Re: One Piano Per....?? I am in the midst of preparing this very marketing analysis for a presentation at our local (New York) chapter. I spent my entire life to date as a marketing professional for large firms like Dansk, Farberware, Johnson & Johnson, Cartier and others so, as I entered the piano technician field, the first thing I sought to do was marketing feasability study for my area, basing it on secondary research available from trusted sources. What I was trying to determine, initially, was the expected response rate to my advertising. In other words, if I spend X dollars in medium A, how many responses should I get. This gets into some high falutin' math and gyrations and is VERY specific to where you live, census data, piano ownership data, demographic and psychographic stratification and, and, and, most of all, a LOT of assumptions. In a nutshell, though, here's some of what I've found: Incidence of piano ownership in the U.S. is approximately three (3) per cent, as shown below: Sales of Acoustic Pianos in the U.S. Unit Sales for Last 27 Years Incidence of Yr. Grands %T Verticals %T Total Change Ownership 2004 30.0 35.3% 55.0 64.7% 85.0 0.0% 2003 30.0 35.3% 55.0 64.7% 85.0 1.1% 2002 30.8 36.6% 53.3 63.4% 84.1 6.5% 2001 28.1 35.6% 50.9 64.4% 79.0 -16.0% 2000 33.4 35.5% 60.6 64.5% 94.0 2.1% 1999 32.1 34.9% 60.0 65.1% 92.1 -8.0% 1998 33.6 33.6% 66.5 66.4% 100.1 12.2% 1997 28.4 31.8% 60.8 68.2% 89.2 12.2% 1996 26.5 33.3% 53.0 66.7% 79.5 -15.5% 1995 28.0 29.8% 66.1 70.2% 94.1 -0.7% 1994 29.0 30.6% 65.8 69.4% 94.8 -1.7% 1993 27.6 28.6% 68.8 71.4% 96.4 -6.3% 1992 29.4 28.6% 73.5 71.4% 102.9 -3.7% 1991 27.8 26.0% 79.1 74.0% 106.9 -4.5% 1990 27.7 24.8% 84.2 75.2% 111.9 -11.4% 1989 28.6 22.6% 97.7 77.4% 126.3 -10.8% 1988 32.3 22.8% 109.3 77.2% 141.6 -16.5% 1987 38.5 22.7% 131.0 77.3% 169.5 2.6% 1986 33.4 20.2% 131.8 79.8% 165.2 14.5% 1985 27.6 19.1% 116.7 80.9% 144.3 -14.4% 1984 26.2 15.5% 142.3 84.5% 168.5 -10.9% 1983 20.3 10.7% 168.9 89.3% 189.2 -3.0% 1982 20.6 10.6% 174.5 89.4% 195.1 -11.9% 1981 19.9 9.0% 201.5 91.0% 221.4 -3.2% 1980 18.0 7.9% 210.7 92.1% 228.7 -15.5% 1979 19.0 7.0% 251.6 93.0% 270.6 -2.4% 1978 20.0 7.2% 257.2 92.8% 277.2 N/A Totals 746.8 2945.8 3692.6 %T 20.2% 79.8% 3.3% Incidence of Ownership based on U.S. Census data for 2003: # U.S. Households= 111,278,000 Without getting too far into the analysis, from this data you must add data you find or make assumptions and inferences/inductions as to household types within your market area, zip code/family income and/or composition. I will say that, at this point, my results have been slightly higher than a 3.3% response rate, (a rate which in any other marketing campaign would be astronomically high). This is because I live in an affluent, densely populated area. The point is, think it through, how many people live where you work? How many have pianos? How many have pianos they care about? How many have kids who are taking lessons? How many of the pianos sold above went to institutions - 35%, more? That cuts down, then, on the number of personal pianos in our universe. Anyway, I hope this gets you thinking in the right direction. When my study is complete, I'd be happy to send a copy to anyone who's interested, with the caveat that it applies (MOSTLY) to my marketing area and, of course, my assumptions and intuitions. ---------------------- multipart/alternative attachment An HTML attachment was scrubbed... URL: https://www.moypiano.com/ptg/pianotech.php/attachments/50/6f/6a/13/attachment.htm ---------------------- multipart/alternative attachment--
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