Ad-vice

[Annie Grieshop]

There's a piano technician in a nearby city who always runs a lovely ad in
the Symphony program.  I can tell you what city he lives/works in and I can
tell you that he only services Steinway grands... but I cannot tell you his
name or business name or telephone number.  Hmmm, I suspect that's not what
he intended.

So, one comment:  make sure the "hook" in your ad makes your name or contact
info memorable.  It's nice of you to remind folks to get their pianos
tuned -- but what you really want is for them to have YOU tune 'em!

My guess, based on experience, is that the ad won't be a money-maker for
you -- but supporting the arts is always a good gesture, and it might be the
tipping point that gets a customer to call you, rather than some other
technician.

Our chapter has been running an ad in the Iowa MTA magazine and, as far as I
know, no one has gotten any work directly from the ad.  On the other hand,
if it has made music teachers more aware of the PTG, then it has succeeded
in at least one important way.

Annie Grieshop
www.allthingspiano.com
  -----Original Message-----
  From: pianotech-bounces at ptg.org [mailto:pianotech-bounces at ptg.org]On
Behalf Of Geoffrey Arnold
  Sent: Monday, July 16, 2007 11:12 PM
  To: pianotech at ptg.org
  Subject: Ad-vice


  Hello all!

  Well I took the plunge and signed up for the quarter page ad in my local
symphony's upcoming season's program, costing more than my yellow page ad
for the year! I feel good about the potential return on this investment and
have until the first of August to send them a .pdf of the color ad I want to
print.

  I realize advertising is about projecting the perspective and image unique
to my company. I know not to preach, to grab the attention, and create a
desire for the service, establish myself as an expert in the field... but
how to do so artfully, with humility and tact, all crammed into a 7" x 2.75"
rectangle.

  Any advice is welcome. What have you found effective in such advertising?
Web links or attached examples of piano related ads you have found effective
would be great. Or words of wisdom could be even better

  I like the PTG reminder card of "Don't let your piano loose its elegance".
I would like to evoke a sense of the history and cultural significance
available right in the home through the piano... Camaraderie with Bach and
Mozart... or a specific Symphony angle "The symphony tunes up before
everyone of their concerts..."

  I realize this is a bit abstract, off topic, and perhaps even
inappropriate... hopefully some day I will have the budget to higher a
professional graphic artist and/or ad design team (yeah right!)... all
advice is appreciated

  Thanks!

  Greg Arnold



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