“Receiving an overwhelmingly positive response from our valued dealer base, this new training model effectively sets the industry standard for product training events,” says Bob Heller, National Sales Director, Yamaha Corporation of America. “Our goal was to invite dealers into the Yamaha ‘home,’ tour our facilities, meet the people behind the phone calls and emails, and experience first hand how we ‘live.’ It proved to be an extraordinary way for us to renew and strengthen our existing dealer relationships, while nurturing and building new ones.”
Heller also noted the surprisingly strong turnout of salespeople aged 35 or younger, a growing demographic for the company’s dealer base.
“We were thrilled that the turnout of veteran dealers was complemented by a strong contingent of enthusiastic and youthful attendees eager to learn. This next generation of piano dealer is primed to deliver the message that Yamaha’s cutting edge music technology is transforming the keyboard instrument marketplace.”
Each training session began with a welcome dinner and reception followed by a presentation on the history of Yamaha. Attendees were then given a free iPad, preloaded with a vast library of content including brochures, manuals, PDF training documents, access to all Keynote presentations, hand out materials, and website information. As new information comes out, the salespeople can sync their iPads with the server, and instantly have the latest and greatest in terms of product information, images, videos, specifications and applications, such as the recently released NoteStar.
Called “well-designed and versatile” by The New York Times, NoteStar provides smooth flowing, easy-to-read, auto-page turning sheet music accompanied by real, great sounding backing bands and vocals to give users the experience of playing their favorite songs with a real band.
“The Home Office seminar speaks directly to Yamaha’s commitment to having the most knowledgeable dealers in the country,” said Dan Shykind of Downtown Piano Works of Frederick, Md. “In addition, the iPad will function as a knowledge center to train other sales associates, as well as pass along product information to customers.”
Beyond product training, and in an effort to help transform the way dealers communicate with their customers, Yamaha ensured the iPads also served to provide fresh marketing and presentation ideas for dealers, as well as creative merchandising concepts for their stores. In fact, an entire presentation was conducted by Yamaha District Manager Travis Mitchell, highlighting the latest developments in showroom technology and demonstrations incorporating the iPad.
“Besides the technology, the most relevant aspect of Yamaha's Home Office Training for me was learning how to be relevant to today’s consumers - to give Yamaha retailers the competitive edge,” said Robert Catalano, General Manager of Music Exchange of Walnut Creek, CA. “For example, we learned about some amazing products and how they interface with Apple devices. Yamaha has always been at the edge of technology, but I've never seen more effective training using cross marketing to appeal to a younger customer base.”
As the official instrument sponsor of Disneyland, Yamaha also treated dealers to a special back lot tour of Disneyland and California Adventures. Attendees enjoyed a private tour of the various rehearsal studios and concert venues, ending the multi-day training event with a special appreciation awards banquet and private showing of the spectacular Wonderful World of Color show at California Adventures. Finally, acclaimed Yamaha artist, Tony DeSare, serenaded the dealers in a surprise concert played on the DCFX piano, and attendees received framed certificates and personal photos with YCA SVP Rick Young.
For more information, write Yamaha Corporation of America, P.O. Box 6600, Buena Park, CA 90622; telephone (714) 522-9011; e-mail infostation@
iPad is a registered trademark of Apple Inc. App Store is a service mark of Apple Inc.
Yamaha Corporation of America (YCA) is one of the largest subsidiaries of Yamaha Corporation, Japan and offers a full line of award-winning musical instruments, sound reinforcement and home entertainment products to the U.S. market. Products include: Yamaha acoustic, digital and hybrid pianos, portable keyboards, guitars, acoustic and electronic drums, band and orchestral instruments, marching percussion products, synthesizers, professional digital and analog audio equipment, Steinberg recording products and Nexo commercial audio products, as well as AV receivers, amplifiers, Blu-ray/CD players, iPod docking systems, home-theater-