Yamaha Music Australia is a leading provider of musical instruments. Its in-house creative team produced a holiday season catalogue for November-December 2021, aiming to create a catalogue that would strike a chord with customers and drive sales.
The team worked together to create an eye-catching and informative catalogue then printed by IVE and distributed through letterbox targeting to local areas near Yamaha dealers. The catalogue was designed with three key target audiences in mind.
A young beginner (aged 8-15) who is taking an interest in music for the first time.
A parent of a young beginner- the parent purchaser who is either responding to their childs interest or trying to encourage it within their child.
Young Musician (aged 15-30) a partially established young musician with some basic ability aspiring to develop their talent or play for fun.
According to Yamaha, it is hard to get an accurate measure on the effectiveness of a campaign such as this, but marketers can learn from their strategy of profiling and creating key-target audiences to drive in-store and appeal their messaging too.
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