Seiler Pianos, European maker of pianos and grands since 1849, officially launched its new marketing strategy for the North American market during its recent dealer meeting in Nashville, Tenn. The two-day meeting, held at the historic Union Station Hotel, featured the introduction of new lower-priced lines based off the authentic Seiler German designs, a comprehensive suite of marketing tools to support dealers at every level of the selling process, as well as complete point of purchase mural and kiosk to help distinguish the Seiler brand in showrooms.
“Everything we have introduced at this meeting revolves around securing a long-term relationship with our dealers,” stated Jay Cross, executive vice president of sales, Samick Music Corporation.
The new Seiler strategy revolves around a dedicated showroom area that will be merchandised exclusively with Seiler product. Within these new Seiler Piano Galleries, dealers will showcase the entire offering of pianos with three distinct lines to target entry, mid-level, and premium price segments of the piano market.
“All dealerships must provide products in an above standard selling environment to enhance the customer experience,” remarked Frank Mazurco, special consultant to Samick Music Corporation. “With the arrival of the Seiler Piano Gallery, the days of substandard merchandising are over.”
“We are focused on being a strategic company that manufactures the most reliable, ambitious products offering competitive advantages, and we feel our new Seiler gallery showroom demonstrates that,” added Cross.
Seiler will continue to hand-build its premium line of pianos at a factory in Kitzingen, Germany. Targeting the middle of the market will be a newly introduced Eduard Seiler line of pianos that feature original Seiler scales. This group of instruments along with a lower priced Johannes Seiler piano will be produced in Indonesia at Samick’s main manufacturing facility.
“We want to market Seiler as a premium European German piano and differentiate from the other American and Japanese piano brands,” said Baik Lee, CEO, Samick Music Corporation. “This differentiation will give our customers more choices in their selection process and purchase of pianos.”
As part of a complete marketing strategy labeled “The Seiler Alliance Program,” dealers will have access to training, product support, artists and events marketing programs as well. “No company has ever excelled without a total and ongoing commitment to product knowledge and sales and management training,” observed Mazurco.
Above all, Seiler will only be offered through a limited network of dealers with exclusive territories. “It is our goal to offer the Seiler family of pianos on an exclusive basis to one dealership in a market who is willing and capable and who has the strong desire to work together with us, to fully support the Alliance Programs in their market, and to represent the Seiler family of pianos with style and integrity,” declared Cross.
