AUG. 12 I PIANOWORKS I WEBNEWS
Promoting Pianos Online
Sam Bennett, owner of PianoWorks in Duluth, Ga., opened his brick-and-mortar piano dealership in 1993 with a mission to create a no-pressure, family-friendly experience for his customers. This year, he wanted find a way to bring that mission to the Internet.
“We know that people don’t really buy pianos online, but they do research these important purchases online,” Bennett said. He turned to Atlanta-based ShopVisible, an e-commerce solution that uses search engine optimization to get retailers first-page hits and greater visibility online.
“ShopVisible worked with us to create a site that not only could capture those consumers looking to gain information on pianos for purchase but to also appeal to those consumers interested in buying ancillary items like lamps and benches,” Bennett said. “We were able to combine retail and education into a comprehensive site that quickly elevated PianoWorks to the first page in all of the major search engine results.”
The site, pianoworks.com, launched this summer. It also provides information on the store’s other services, such as instrumental rentals, performance hall usage and piano restoration.
“Pianos are a high-consideration purchase,” said Sean Cook, CEO of ShopVisible. “People may not be clicking the ‘buy now’ button on a $40,000 piano, but they are doing research online. This is a perfect example of a very traditional business, with owners that have a vision of how to reinvent themselves to dramatically grow their business. We are proud to be partners in helping bring that vision to reality using the latest technologies.”