As illustrated with this simple graph showing piano interest, the “stay-cation” mindset the consumer population exhibited during the pandemic provided a HUGE silver lining to most piano dealers and their sales staff.
This trend was consistent regardless of the size of the market and geography. Piano interest spiked and we enjoyed more online piano interest during the pandemic than at any time since we brought lead generation technology to the industry in 2013. It was a very strong year for many dealers even though they had to survive and make some adjustments due to the supply-side inventory issue.
Just as a market cools after a successful event and takes a bit to recover after a lot of units are taken out of the market, it appears we have settled in a bit higher than we were pre-Covid which is good news. This graph indicates that we have gone back to where we were (and then some), meaning we have also successfully overcome last year’s IOS14 opt out campaign. Consumer psychology has been affected by the new freedom and travel choices reintroduced into their lives, which is very understandable. The fact that we spiked and then the consumer behavior cooled really magnified what we all went through. My educated guess is that had the pandemic not occurred, things would have remained relatively consistent.
I would not recommend throwing more ad dollars into the themes we use for ongoing lead generation unless you are underfunded. (To find out if you are please contact us.) We have no control over the amount of piano interest there is to be harvested online but with each and every lead being so valuable, we can discuss best practices and how to make the most of your follow up, therefore sell through rate.
In summary: The graph provided documents the positive Covid period spike and that the market settled back into its previous level of interest nicely. One add-on a piano dealer can consider is our “New Neighbors” program which has proven to be a consistent provider of higher end leads. One thing we don’t have to worry about is this: piano lovers are not going away and we can find them for you. We can also generate new piano interest through our look-alike technology which has more piano audience intelligence than any piano marketing entity on the planet.
An invitation: If you’re not a client, please feel free to contact us and find out if you are in a market where we have an opening. We’ll be glad to perform some complimentary research if you are in an open market. Although we offer up leads to over 200 piano sales associates daily, there are a few areas in which we don’t have clients.
Keep placing music in people’s lives. We love what you do and love helping you do it!
“The most successful men in the end are those whose success is the result of steady accretion.” – Alexander Graham Bell
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