In prime real estate at my local shopping mall, a Yamaha piano dealer is actively discouraging customers. On every piano is a sign reading: “Please Do Not Play Without Permission”.
The first letter of each word is capitalized, so it’s sort of shouting to passerby, pushing those who might be interested to walk away rather than engaging with the product.
The Yamaha dealer is at a primary intersection of two hallways in the mall. An Apple Store is on one corner, and the escalators to the second-floor food court as well as a mall entrance are both very close by.
Clearly, paying a premium for a mall location like this one means this business is reliant on people who are not shopping for pianos but might be intrigued with the idea of a piano in their home when they see the display.
The holidays are less than two months away and families may be considering a big purchase for the kids, so I do understand investing in the expensive location. It's the sign that doesn't work.
If the business only catered to those who are ready to buy, it would be much better to have a showroom down the street at a much less expensive location.
I came up with something more friendly: “We would love for you to try our pianos! Please ask us first.”
Ask ChatGPT for help
As I was reading and re-reading my suggested wording, I decided it wasn’t perfect, so I turned to ChatGPT 4o.
Here is my prompt: You are a strategic marketer at a piano retailer. You have a showroom located in the hallway of a major shopping mall that attracts lots of foot traffic. You want to encourage people to try a piano, however you don't want those who aren't interested to play the pianos. One colleague suggested a sign on each piano that reads “Please Do Not Play Without Permission”. However, you think this might be too harsh and discourage potential customers. How can you encourage potential customers while avoiding random people from playing the pianos?
Here's the answer from ChatGPT 4o:
To strike the right balance between encouraging serious potential customers and discouraging random playing, consider these strategic ideas:
- "Try Me" Signage with Context: Place a sign on the pianos that says, “We'd love for you to experience the joy of playing. Please ask a staff member for a demonstration or to try it yourself!” This invites people to try the pianos but indicates that permission is needed.
- Interactive Invitation: Position a sign that reads, “Discover the music within you – ask for a quick demo!” or “Want to play? Our staff would be delighted to assist you!” This makes it clear that a process is involved, but it feels more welcoming.
- Guided Demo Hours: Establish specific hours where people are encouraged to play the pianos under the guidance of a staff member. Display a sign saying, “Join us for open play from [X Time to Y Time]”, ensuring potential customers know when they are welcome.
- QR Code with Details: Add a QR code to a sign that reads, “Interested in playing? Scan here to learn more about our try-before-you-buy sessions!” This adds a layer of effort for non-serious visitors while remaining inviting for genuine prospect.
- Personalized Invitation Cards: Have staff members approach interested parties and offer an invitation card that says, “Your personal piano trial awaits! Show this card for an exclusive play session.” This adds a sense of exclusivity and involvement.
- Demo Videos: Place a tablet or screen with a video loop near the pianos showcasing people enjoying a demo session with staff assistance. Include a call to action that says, “Want to be next? Ask one of our team members!"
- Sign-Up Sheet for Trials: Display a sign that reads, “Try one of our pianos today! Sign up for a 5-minute trial with our staff.” This ensures that only genuinely interested people take the opportunity.
These approaches maintain a welcoming atmosphere while subtly guiding foot traffic to seek staff assistance before playing.
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