The New World– Steinway & Sons | The Old World – Grotrian-Steinweg | Music and Marketing

The name Steinway & Sons is known worldwide as the epitome for highest quality in piano making. The brand owes its public presence not least to the conscientious marketing strategy introduced already by the first generation after Heinrich Engelhard Steinweg (1797–1871), especially through his son William (1835–1896). 

Possibilities for raising the attention of potential buyers were for example the participation in (world-) exhibitions with the chance of being awarded a prize, the endeavor to obtain the title of purveyor to the court, the publication of well-meaning quotes by pianists, or a listing of prominent clients. These ‘achievements’ could then be communicated to the public by way of brochures, ads and advertising flyers. 

Steinway & Sons and Grotrian-Steinweg have always used these – and other – ways of marketing intensively. Especially the contact to star musicians, conductors and composers of the time has played a big role for the enterprise until today. Ultimately, it is the pianists, who bring the instruments to life and convey their quality to the audience – and thus also to potential customers.