One of the many challenges retailers face today is how to differentiate from the competition in areas that would be considered generic or less attractive to new generation of shoppers.
Take the example of classical piano and instrumental music. In the age of MMORPG, Reality Television and MTV, how does a piano store in the small town of St. George, Utah and a bunch of musicians gain relevance and end up on CBS News.com and videos on YouTube with 23 million views?
Cello Wars (Star Wars Parody) Lightsaber Duel -- Steven Sharp Nelson
Pirates of the Caribbean -- Incredible Piano Solo of Jarrod Radnich Filmed by ThePianoGuys
What can retailers learn from The Piano Guys?
1. Be Culturally Relevant to Target Audience
Associate with culturally relevant subjects is key to marketing campaigns targeting the youth. The Piano Guys picked subjects and pieces that ties classical instrument to modern music and settings to drive excitment to a very traditional subject.
2. Have a sense of Humor
Understanding that sometimes a serious subject requires a bit of levity. Darth Vader playing an accordian? Enough said.
3. Be Entertaining but Deliver Content
Entertainment is the forefront of YouTube, but the entertainment value needs to be tied to content. The skills of the musicians is what is being highlighted in the video, as well as the setting. At the end of the day, the purpose of the video is to drive awareness and interest in the music and the musicians.
4. Integrate to Omni Channel for Action
Millions of views on Youtube needs to be translated to action. Never forget the links to facebook and web landing page, and populate the end of video with instructions for action.
Piano and Cello Lessons Anyone?
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