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.

Method

• 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.

The results

• 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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