88 KEYS together synergy concept

simoser18

© Dr. Simon Moser

New Dimensions

Sell & Help


Steinway & Sons

World Dealer meeting

H a m b u r g _ 2 0 1 9

Steinway & Sons

88 Keys

New Dimensions - Sell & Help

First presantation of the optimazation concept

on the occasion of the international Steinway & Sons dealer meeting in Hamburg on 12.th & 13th february 2019

Experimential report: Claudio Labianca, autorized Steinway & Sons dealer Baden | Offenburg

Klavierhaus Claudio Labianca, GmbH, Zähringerstraße 2-4, 77652 Offenburg

+49 (0) 781 970 72 80, info@klavierhaus-labianca, www.klavierhaus.de

Current state january 2019

© Dr. Simon Moser _ concept developement, graphics, design, text, editorial office

simonmoserkultur, Hindenburgstraße 24, 77654 Offenburg

+49 (0) 173 69 25 119, info@simonmoserkultur.de

www. simonmoserkultur.de


Content

88 Keys

New Dimensions, Strategies, customer regions, Services

Everything they need to know about it ...

Context & Motivation

5 Why you should get involved

Business Modell Canvas

9 All the details at a glance

Benefits for the customer

What your customer needs to invest







Principle

How the new 88 Keys concept works 7

Benefits for the trader

What you need to invest 11

Services

What they receive 14


Steinway & Sons

Hamburg


Motivation

The World is changing

We need to do something. For more culture, Music, Education

an cohesion in our society

The world is changing. - Faster than ever..

Values, relationships and issues in politics, business

and society are changing rapidly.

We need new ideas and ways to respond to them

and shape our future in a positive way.

The needs for safety, appreciation, and perception

have grown.

Anyone can do something. Don‘t just think about you!

Impulse & attitude: Helping each other! And in

doing so win together.

Conviction: Music connects people. Everyone

understands music. She knows no language barriers.

Positive emotion: Making music possible. You

experience and mediate. Our society needs signs of

cohesion.

One concert grand sets a mark! If he‘s the best built

in the world - made by Steinway & Sonsl

5


Triangle of synergies

sELL & HELP

Value-Added

= Estimation, perception

= Safety, Tools, Hands-on

= Media attention

= Networking

= High-Class-Product

= added flow of money

= Image profit

= Follow-up order

= trad. one-dimensional

distribution route









Puplicness

cultural

landscape


citizens


Steinway


Grand Piano







Customer

Community

Culture business






Steinway & Sons


Dealer


Principle

Making a Mark

Exclusives Crowd Funding for Municipalities, for culture and

Music insitutions of the Public and private sector

Harnessing synergies. win-win for all,

by helping each other and winning together.

You increase yours and Steinway‘s & Sons sales

by the sale of new instruments by tapping into

the customer segment: Public purse, NGO‘s,

NPO‘s

You enable your customer to have more room

to fiancee a concert grand by having a group

of people with the same vision help to pay for

the grand.

You create added value for all involved, through

media placement and public perception and

appreciation.

You promote culture and music in your sales

area and attract sustainable influence.

We integrate civic engagement as a social con

tribution and strengthen yours as well as the

image of the Steinway & Sons and make a name

for you in the field of CSR.

7


KEY PARTNER

Steinway & Sons

piano stores

from authorized dealers

public administration

cultural and music operations

of the public sector & NPO‘s

Dr. Simon Moser

advertising agencies, internal & external

networks of artists

Steinway Artists, local

locations - dealer dedicated

if appropriate potential sponsors

media

companies of the region

KEY ACTIVITIES

fascinating phenomenon: grand piano

to create publicness and experiences

to create synergies, to support,

to network

enlivenment of locations

KEY RESOURCES

expert know-how of administration

cultural management & marketing

journalistic and editorial

experiences

know-how of piano making and music

Bühnen- & Moderationspraxis

VALUE PRO

top-gran

Steinway

88 keys - Cro

as an offer o

developing o

coach

arrangement

strategic and pr

interdiscilinary impulse

for institutions of

strategic pa

in the action field of

companies, culture an

NPO

PR, mar

STRUCTURE of costs

■ Basic Service - 5% of the grand piano net sales price to Dr. Simon Moser

■ + Hotel & Travel Expenses for Dr. Simon Moser during customer discussions and / or committee presentation

■ + Advertising costs for logo, flyers, posters, advertisements, website, roll up‘s - graphics, printing, photo by third

■ + Personnel and material costs for the provision of rental grands (transport & tune, shut-down times)

■ Special formats by Dr. Simon Moser: local council papers, editorial support for blog articles

■ Business costs: fees, telephone, postage, online rentals - website, instrument insurance


POSITION

ds from

& Sons

wd Funding

f synergy

f concepts

ing

of processes

actical support

and value proposition

the public sector

rtnership

local governments,

d music institutions,

‘s

keting

CUSTOMER RELATIONS

Contacts of the municipalities

on citizenship, media, cultural actors

Contacts of the dealers

Network Events

Personal contacts

CHANNELS

website, blog

social media

letter & pieces of printed matter

personal contacts

network of policy, industry

and culture

partnership of media

TARGET GROUPS

cities and local governments

Cultural, musical and educational institution

public and private hands

interested citizens

enthusiats of music

artists

companies

Strategic partners of cities and municipalities

political actors

clubs

foundations, NGO‘s, NPO‘s

Sources of Revenue

■ Donate individuals, patrons, businesses, foundations

■ In case of funding: Europe, federal, state, city - depending on institution and purpose

■ Event revenues from various formats

■ Publication income: books, CD recordings, music publications

■ Merchandising products

Depending on the project concept, further revenue can be generated

9


D

y

n

a

m

i

c

cities & local governments

festivals competitions

non profit organisations

libraries

concert halls

orchestras

schools

music instituts

ensembles

museums

NGO‘s

education instituts

foundations & formations

theaters

clubs

choirs

SEGMENT of Success:

Public SECTOR

Practical expenditure of dealers

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Burden in everyday business

Rental Grand & transport

Contacts & coordination (keyboard etc.)

Grafic and printing costs

Finances: 5% from net Sales Prize + expenses


Advantage Dealer

more than Grand Sales

Social and Cultural added Value through dealer engagement.

Development of a very potential Customersegment: The Public

sector

More safety and design potential thru communal

decision making.

Dialogue with mayors and desicion-makers on

eye level.

Individual, tailor-made concepts through high

affinity piano making, music and politics.

Positives dealer image as a regional cultural

promoter and initiator of civic engagements


Development of the dealer area and sustainable

presence even to the farthest points of the

sales territory.

Free access to exclusive distribution networks

and effective contact expansion.

Sustainable, wide-spread, cost-effective PR for

about 1-2 years at high media interest.


Transformation of customer desire: From

used grand to new instrument.

11


a

clarity & Design

Safe through

boards and and

Processes

cultural

Positioning

Municipal Budget

Budget Planning

Marketingconcepts

PR-Work

Coaching

procedure Tips

Legitimacy

socially

relevant Topics

networking

Reporting

Presentation

for Committees

Moderation

Dramaturgy

editor

Crowd Funding In the area of local government and public sector cultural enterprises, a special approach at various levels re quires.

Dr. Simon Moser was the city‘s head of culture for many years, knows each others procedural obligations, bodies, administrative

structures and decision-making processes and meets the customer on an equal footing. During his tenure, he was responsible for

Europe‘s most successful keyboard donation campaign. Since then, he has continued to perfect the concept of success.

Backing of Crowd Funding Processes

Start

Briefing

ADVICE

StrategY

concept

Visualisazion

Support

committee Work

Awareness, Info,

Programm, Dramaturgy

integration of

local cultural scene

Exklusive

concert

>> >>

STeinway Artists

Artist network


Advantage Customer

More Safety

Your Customer gains more creative Leeway, win-win Effects to

finance his desired Grand - all free of charge

For the piano purchase-widening the financial

margin with the creation of high synergy values

and high sustainability.

Tailor-made project development, placement

and active impulses in the implementation

High public presence and media attention of all

stakeholders.




Safe through help groups (local council, culture

committee, sponsorship) and processes

Start-up aid for public relations by providing

effective advertising material.

Help in integrating civic and entrepreneurial

engagement to strengthen the regional

environment.


Positive profiling of decision-makers,

e.g. Mayor, head of office or institute.


No extra costs: From the global brand Steinway

& Sons plus benefit from expert knowledge.

13


Services

All Around-SERVICE

For Potential Buyers such as Retailers, a comprehensive service

from the Concept development through Coaching to

artistical management

14

Preliminary dicisions with decision-makers,

committees, Artist and other partners.


Project and strategy development adapted to

the buyer situation as well as media planning.

Customization of advertising materials, such as

logo, slogan, flyer, project website.


Program creation together with regional cultu

ral actors, if necessary. From other networks

partners in the municipal environment.





Coaching for stakeholders in committees and

tips on how to design administrative processes,

founding from funding clubs.

Moderating and harmonizing tasks in committees,

working groups, events.

Editorial activities: Blog, templates, logs, promotional

materials .

Personal speeches and accompaniment until

the „finale“.


Your Partner

Dr. Simon Moser

with mainoffice in ofenburg and office in Berlin

Dr Simon Moser is an independent cultural consultant and- manager. He studied musicology, art communications

and journalism at the George August University in Göttingen and enjoying a comprehensive private music education

(p, voc, cl, sax, cond). After stops at renowned opera houses, senior positions at theatre, research, municipal cultural

administration and cultural foundation, he is the owner of simonmoserkultur.

He supports companies, municipalities, cultural institutions and non-profit organizations in their cultural

engagement. He is responsible for topics such as corporate social / cultural responsibility, public affairs ,cultural

marketing, international cultural transfer, music education and talent promotion.

He is chairman and co-founder of the International Nikolaj Medtner Society, festival director of Medtner classics

Berlin, as well as a member of the tri nationale board of trustees of the Upper Rhine Cultural Foundation. In the field of

cultural management, he teaches for the University of Münster and various universities. He is also an active musician.


simonmoserkultur

consulting & management

Dr. Simon Moser

Hindenburgstasse 24

77654 Offenburg

+49 (0) 173 69 25 119

info@simonmoserkultur.de

www.simonmoserkultur.de

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