Case Studies

Beltone Electronics
Challenge:

Because there are stigmas associated with the need to have a hearing aid, it takes 7 years on average to make a purchasing decision. Another reason for a long process is the cost, which is over $3,000 on average. The Beltone network of retail dispensers are run independently. So there is a critical need to unify the dispensers and encourage consumers to into the retail store.

Solution:
We want to launch the newest and latest technology - a virtually invisible hearing care instrument as part of the traffic driving campaign. At the same time we want to convince consumers to come into Beltone for a "free hearing screening" - no risk and no purchase required. 1-800# if provided for consumers to call and inquire and utilize sales team to get consumers into dispensers on a national basis. All materials are unified at local level.

Result:
The number of 1-800 calls for the campaign doubled from an average call volume of 500 to over 1,100. The media buy remained the same so call volume was attributed to the campaign idea and creative and the technology message. The number of units sold at retail increased by over 25%.

PJLA MUSIC
Challenge:

Creating new model musical instruments specific to PJLA Music’s market niche required a very disciplined strategy of introduction. Defining price point/product positioning consistent to existing models, required considerable investigation into competition, profiled end users and distribution channels.

Music Retail shops were both unwilling and unable to stock and resell PJLA Music's product brands and models that had little or no consumer "pull" vis a vis awareness, acceptance and demand. "We'll order your items after we feel there is strong consumer interest in your product", is a generally accepted response under these circumstances.

Lack of product/brand name awareness is a #1 reason for a retail store not making a purchase in the early stages of product introduction into any target market.

Solution:
Third party endorsements of any brand/product ranks high in the decision making process when it comes down to making a purchase. This applies to both consumers and resellers. Endorsements by prominent personalities, generally cuts through the long product field test time and aids the sale as a result of endorsements from ethical/known/recognized professional musicians who own/play that musical instrument.

PJLA Music pre-selected high profile players for solicitation with the promise/agreement to position them as Artists Endorsers on each web site with consumer advertising featuring them (with their instrument) in ads via major consumer magazines with solid distribution track records.

Result:
Sales increased significantly: The Saxophone business tripled over a period of 6 months via this strategy and the Trumpet/Brass business increased by over 400% during this same period. Dealers become more confident and placed larger orders and sales reps were now able to carry a far more exciting/promising message to PJLA’s dealers.

Awareness of both brands, PHAETON & DAKOTA….grew geometrically and rapidly as a result of this 18 month program. PJLA Music now has the nucleus of highly qualify performers acting in the company’s behalf promoting the brands which couple with ongoing ads that tell this story to thousands of players throughout the globe.