Marketing Management

How to position a third generation music store chain as the go-to music resource for the Green Bay, Appleton/Fox Valley and Wisconsin Rapids area?

goal

Building on over 60 years of success in the music business, Heid Music decided to partner with Insight to craft their brand and message of quality products, exceptional service and music expertise. Next they needed to cost-effectively bring their brand to an eclectic audience: local bands, university professors and students, school children and teachers, parents, high-end piano shoppers and more. Music is a key part of a community, and Heid Music wants to be THE choice of musicians in the communities they serve.

result?

Heid has a hit on their hands! The “My Music, Heid Music” campaign is on the lips of the area’s most popular musicians as they appear in Heid TV and radio ads. Additionally, Heid is getting credit for their many community events, customers have a better understanding of the services and expertise Heid offers and participation in music classes—which was trending downward—is at an all-time high. (Including thirteen Packers!) Harmonizing with Insight has been great for Heid Music’s business and brand.