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.RADIO BROADCAST. letters, "Our Servicemen Are Experts," "Radio Makes a Lasting Gift," "Out of the Air—Education—Entertainment," etc., not prominently displaying the set manufacturer's name, are supplied—one for each month. In addition to the window display, the dealer receives a "broadcast diploma" which states "This is to certify (name of dealer) contributes to broadcasting" and a supply of 200 folders printed in four colors for counter distribution. This diploma identifies the dealer to the customer as a member of an organization sponsoring broadcasting, thereby allowing him to share in the credit for radio entertainment. The diploma prominently displayed in the dealer's shop creates good will among the prospective set purchasers and links the dealer closely with Kolster broadcasting in particular. The second unit of the Kolster merchandising service consists of an elaborate direct-mail service for dealer use in reaching prospects. The dealer supplies the names of 200 prospects to the manufacturer, and for the sum of $30 five separate pieces are mailed to each prospect by the manu- facturer. The first mailing requests the prospect to visit the dealer's store, and inspect his merchandise. The second volunteers a home demonstration—and the third, fourth, and fifth tell of the advantages of owning a radio receiver, with- out making particular reference to the Kolster company. Bringing the dealer into the spotlight, playing him up to the customer, rather than emphasizing the manufacturer, is an outstanding feature of this service. It is done to bind the customer closely to the dealer using the service, who, rather than the manufacturer, is the actual contact with the cus- tomer. This mailing service, Mr. Breck believes, is the ideal me- thod of approach for house-to-house canvass, and should be followed within reasonable time by a salesman. In order.to make it simpler for the canvasser, a complete sales plan is supplied as the third unit, gratis. This gives an outline of .oiii.0 Contributes to radio * > ^± broadcasting; kOLSTCRL RADIO CORPORATION This diploma showing that the dealer contributes to the support of broadcasting has proven an excel- lent good will builder. "sales talk" with cross reference to an excellent, illustrated demonstration portfolio. Also, the dealer is supplied with prospect cards to insure his keeping an accurate and readily used list of potential set owners. (Concluded on page 368) •Mu(ii]>!.-itiu ^inirsclf «i«li :i"OjH'<-;iiin:: ^tmrlln«.i«n"<i«.«l » l'>'««l'il O-Mjikinsi Your On HITS Iliitt-i Mail ^^"^^ Work for Vnn Ho- m«rt»m.wv I.. — «HiM ? t» if "" *'"! V"> On the folder illustrated above are described many of the dealer aids furnished by the Kolster Merchandising plan. • OCTOBER 1929 • • 327