Steinway Piano Gallery is Tampa Bay’s exclusive dealer in Steinway Pianos – the world’s most famous and prestigious make of piano. Besides selling new Steinway pianos, they buy and sell used Steinway, Yamaha and other brands, as well as Roland Digital Pianos – a high-end digital brand. With the largest inventory of new and used pianos in their Clearwater and Tampa stores, and more than 25 years’ experience, owners Charlie and Jonathan Hunt provide pianos not just to discerning individuals over most of the state of Florida, they also supply pianos to the University of Southern Florida amongst many other schools and institutions. They even have their own concert hall in the Clearwater showroom where local piano teachers can put on recitals for their students, and local and visiting artists regularly put on performances.
thirteen05 creative designed, built, hosted, and marketed their websites for more than 10 years. Website work has included re-creation of websites to keep up with fashion and brand changes as well as technology changes. Custom programming amongst other work created a teacher’s directory to showcase piano teachers in the area. Ongoing efforts encompass all aspects of digital marketing including organic search, paid ads (Google and Facebook), and social media as well as “Conversion Rate Optimization.”
In the spring of 2025 the company initiated a project to market and sell some of the large inventory of used pianos it had accumulated. Past sales had depended heavily on print advertising but this had become increasingly expensive while results continued to get poorer and poorer. The owners felt that shifting the focus to online advertising could reverse this trend. Since online advertising was continuing to increase (now running a full 50% of all advertising dollars nationally), and since adjustments can be made on the fly, thirteen05 creative endorsed this idea and a campaign was developed.
A 3 day “Inventory Clearance Sale” was scheduled and work started several months ahead of time. Details of the campaign were worked out, copy written, and approved. This was used to produce mailing pieces while the same material was worked into a digital campaign, so that all marketing efforts would be sending the same message.
A landing page for the ads was created on the company website and tested. This allowed the site visitor to schedule an appointment during the same period.
A banner ad was prepared to go on the home page of the website.
Meanwhile the ads campaigns were prepared for Google and Facebook. These started running several weeks before the sale, early enough to be able to make adjustments to the campaign. The banner ad started running on the home page as well. Both of these to get the rod out and to get appointments being booked at. Many bookings were made.
A total of 19 pianos were sold in 3 days, a huge number for such an expensive luxury item in such a short period of time. It was so successful the owners decided to resume the campaign and it ran for another week or so with several more pianos being sold. This was a convincing demonstration of the superiority of online advertising over print and the owners determined that in future sales they would cut back on print advertising even further in and increase digital spending.
Ready to take the next step in creating a thriving digital presence? Fill out the form below and our team will contact you for a free 1-hour evaluation with one of our marketing experts!
