One Piano Per....??

[Farrell]

This is a multi-part message in MIME format.

---------------------- multipart/alternative attachment
"Incidence of piano ownership in the U.S. is approximately three (3) per =
cent...."

Correct me if I am wrong, but from the data below I think the above =
should be modified to read: Incidence of less-than-27-year-old piano =
ownership in the U.S. is approximately three (3) per cent.

I don't know 'bout you, but a very high percentage of pianos I run =
across are more than 27 years old. I would guess that maybe 25% of the =
pianos I service are less than 27 years old - which, if accurate, would =
raise the incidence of piano ownership to more like 12% of households.

Terry Farrell
  ----- Original Message -----=20
  From: James H Frazee=20

  I am in the midst of preparing this very marketing analysis for a =
presentation at our local (New York) chapter.  I spent my entire life to =
date as a marketing professional for large firms like Dansk, Farberware, =
Johnson & Johnson, Cartier and others so, as I entered the piano =
technician field, the first thing I sought to do was marketing =
feasability study for my area, basing it on secondary research available =
from trusted sources.  What I was trying to determine, initially, was =
the expected response rate to my advertising.  In other words, if I =
spend X dollars in medium A, how many responses should I get.  This gets =
into some high falutin' math and gyrations and is VERY specific to where =
you live, census data, piano ownership data, demographic and =
psychographic stratification and, and, and, most of all, a LOT of =
assumptions.  In a nutshell, though, here's some of what I've found:

  Incidence of piano ownership in the U.S. is approximately three (3) =
per cent, as shown below:

        Sales of Acoustic Pianos in the U.S. =20
        Unit Sales for Last 27 Years Incidence of=20
        Yr. Grands %T Verticals %T Total Change Ownership=20
             =20
             =20
             =20
        2004 30.0 35.3% 55.0 64.7% 85.0 0.0% =20
        2003 30.0 35.3% 55.0 64.7% 85.0 1.1% =20
        2002 30.8 36.6% 53.3 63.4% 84.1 6.5% =20
        2001 28.1 35.6% 50.9 64.4% 79.0 -16.0% =20
        2000 33.4 35.5% 60.6 64.5% 94.0 2.1% =20
        1999 32.1 34.9% 60.0 65.1% 92.1 -8.0% =20
        1998 33.6 33.6% 66.5 66.4% 100.1 12.2% =20
        1997 28.4 31.8% 60.8 68.2% 89.2 12.2% =20
        1996 26.5 33.3% 53.0 66.7% 79.5 -15.5% =20
        1995 28.0 29.8% 66.1 70.2% 94.1 -0.7% =20
        1994 29.0 30.6% 65.8 69.4% 94.8 -1.7% =20
        1993 27.6 28.6% 68.8 71.4% 96.4 -6.3% =20
        1992 29.4 28.6% 73.5 71.4% 102.9 -3.7% =20
        1991 27.8 26.0% 79.1 74.0% 106.9 -4.5% =20
        1990 27.7 24.8% 84.2 75.2% 111.9 -11.4% =20
        1989 28.6 22.6% 97.7 77.4% 126.3 -10.8% =20
        1988 32.3 22.8% 109.3 77.2% 141.6 -16.5% =20
        1987 38.5 22.7% 131.0 77.3% 169.5 2.6% =20
        1986 33.4 20.2% 131.8 79.8% 165.2 14.5% =20
        1985 27.6 19.1% 116.7 80.9% 144.3 -14.4% =20
        1984 26.2 15.5% 142.3 84.5% 168.5 -10.9% =20
        1983 20.3 10.7% 168.9 89.3% 189.2 -3.0% =20
        1982 20.6 10.6% 174.5 89.4% 195.1 -11.9% =20
        1981 19.9 9.0% 201.5 91.0% 221.4 -3.2% =20
        1980 18.0 7.9% 210.7 92.1% 228.7 -15.5% =20
        1979 19.0 7.0% 251.6 93.0% 270.6 -2.4% =20
        1978 20.0 7.2% 257.2 92.8% 277.2 N/A =20
             =20
        Totals 746.8  2945.8  3692.6  =20
        %T 20.2%  79.8%    3.3%=20
             =20
        Incidence of Ownership based on U.S. Census data for 2003:  # =
U.S. Households=3D 111,278,000=20



  Without getting too far into the analysis, from this data you must add =
data you find or make assumptions and inferences/inductions as to =
household types within your market area, zip code/family income and/or =
composition.  I will say that, at this point, my results have been =
slightly higher than a 3.3% response rate, (a rate which in any other =
marketing campaign would be astronomically high).  This is because I =
live in an affluent, densely populated area.  The point is, think it =
through, how many people live where you work?  How many have pianos?  =
How many have pianos they care about?  How many have kids who are taking =
lessons?  How many of the pianos sold above went to institutions - 35%, =
more?  That cuts down, then, on the number of personal pianos in our =
universe. =20

  Anyway, I hope this gets you thinking in the right direction.  When my =
study is complete, I'd be happy to send a copy to anyone who's =
interested, with the caveat that it applies (MOSTLY) to my marketing =
area and, of course, my assumptions and intuitions. =20


---------------------- multipart/alternative attachment
An HTML attachment was scrubbed...
URL: https://www.moypiano.com/ptg/pianotech.php/attachments/b5/8f/be/90/attachment.htm

---------------------- multipart/alternative attachment--