Radio broadcast .. (1922-30)

carry a pointed forceful message. The very fact that the car has attracted such favorable attention and has directly re- sulted in actual sales proves my three qualifications were actually met. I use the car for all my demonstration and service calls and so obtain, as nearly as possible, full-time coverage. Here is the 'meat' of the message on the two sides of the sign: 'Atwater Kent screen-grid radio—The purpose of a radio tube (aside from detection) is to amplify or increase— a radio tube that increases amplification tremendously and at the same time improves tone quality makes a better set: that is what screen-grid radio does.' And on the reverse side: 'Tremendous amplification at the rate of 60 times for each tube. Old style tubes at the rate of 10 times each, elimination of a.c. hum, etc.' When such a message is constantly impressed on prospect's minds, it finally sinks in and creates demand. I, at any rate, have found it to be true and the black side of my books justify my automobile promotion plan." CHARLIE IVERSON, Iverson Brothers, South Haven, Mich. Letting the Family Sell Itself Home demonstrations have accounted for many of the sales of a dealer in a small Iowa town. Here is what Seward Heggen, of Thor, Iowa, a town of 300 people says: "I have long since learned that store demonstrations are not always satisfactory and that sales are more apt to result from a demonstration in the home. In the store, there is often that interruption from other customers which often distracts the prospects' thought and breaks the line of selling. Fre- quently in the store you must tune-in an undesirable program due to the time of day and the poor location in the business section. I find it helps if the prospect comes to your store first. This gives an opportunity to show the complete line and to determine in your own mind the price, and style the prospect has in mind. When I have decided this, I arrange for a demon- stration in the home. This is always in the evening as soon as possible after dinner. The whole family listen-in and I permit each to tune-in a few stations for himself. Out of the last twenty-five demonstrations, I have closed the sale on all but three." Tying In With Factory Advertising We prepared a special newspaper advertisement of our own, writing copy suitable to our own store which ties in with factory advertising in our local newspaper. The display adver- tisement occupied ten inches, cost $44.10, and sold $2200 worth of radio receivers. This represented a ratio of 4900 per GIVE US YOUR SALES IDEAS These pages will be a regular feature of Radio Broadcast where we shall present ideas, both big and little, which are of proved service to dealers. If you have a pet sales idea, a stunt that produced results for you, tell us about it. Radio Broadcast will pay $5 for each contribution used. A letter will describe the idea, a rough pencil sketch or photograph will help illustrate it and we shall do the rest. If you have a pet sales idea, send it in. Address Merchandising Editor, Radio Broadcast, Garden City, New York. cent, between the cost of adver- tising and sales and showed the value of cooperation with general factory advertising. H. SCHIRESON, Schireson Brothers, Los Angeles, Cal. Making Newspaper Advertising Work An Iowa dealer is a firm be- liever in regular newspaper adver- tising to move his radio line. A. A. Stoker, manager of the Franc Furniture Company in Davenport is speaking. He says: " During the past year, we have developed a very satisfactory set business through no other selling medium than the newspaper. We use considerable display on our ads and our proposition is clearly stated and not misleading. Our sets are priced complete, which includes a $5 aerial and installa- tion charge and a $5 carrying charge on tune accounts. We feat- ure terms because we are an in- stallment house. We insist on a down payment of at least 13 per cent, and the balance may be paid in eight monthly install- ments. The down payment must be in our hands before the set is delivered, even if it is only a demonstration. If the set is not sold, we refund the customer what he has paid less $5, the charge for erecting an aerial. • NOVEMBER 1929 21