The talking machine world (July-Dec 1924)

16 THE TALKING MACHINE WORLD December 15, 1924 Sales -Winning Window Display Pointers How the United Music Store, Toledo, O., Has Made Its Window Displays Real Sales Creators Described by John M. Schlacter Do your windows sell goods? They should. If they do not, the cause probably lies within your grasp. Hence the correction or conversion of your windows into profit producers is not a difficult job. Window Display Suggestions The United Music Store, Toledo, O., record specialist, dealer in musical merchandise, music rolls and accessories, has on several occasions checked up results from window displays and knows positively that attractive, newsy, colorful windows sell goods. For example, Harry L. Wasserman, proprietor, stated that special displays of portable machines always stimulated sales of that type. Showings of foreign records in connection with flags of nations always win new friends. He also pointed out recent displays of harmonicas increased the sale of that instrument 100 per cent within a short time. Please do not imagine that one display did this. A consistent varied weekly showing brought about the result. The difficulty with too many stores, he said, is that they do not change their window displays often enough: They permit old, forgotten merchandise to repose in the window until it is full of dust and useful only as a bed for the cat, which too often actually does sleep with the goods. Weekly Window Changes Wasserman changes his windows every week regularly. With him it is a habit. Consequently people in other lines not infrequently walk past his shop to see what his newest window stunt is. But the cost, you may say, of such a program must be appalling. Quite the contrary is true. It seldom exceeds five dollars a week and very often it does not reach more than three dollars. What a wonderful advertising medium for so little money! It is, of course, an easy matter to waste a lot of money in making up costly trims, by using silk and velvet draperies, oilpainted signs and such. Mr. Wasserman, however, finds crepe paper in its varied colors, beaver board, cardboard and water-painted signs rich-looking and at the same time comparatively inexpensive. A window needs and must have life — using gold or silver instead of a cheap metal would add cost to a display that would not be appreciated by the average person. Mr. Wasserman gets ideas for his windows everywhere. He is very observing; therefore, a walk after luncheon may result in one or two capital ideas for a small goods display. He may see a showing of barber supplies, sporting goods or candy. To be sure, it would be rather difficult to arrange accessories, violins, trumpets or records in the Foreign Record Window Display of the United Music Store same manner as you would candy. However, the lay-out of the window, the arrangement of the goods, the colors, the design, may suggest a better way to display his goods. Perhaps changing records from one side of the window to the other where the light is better or the afternoon sun does not strike may convert a window from a loser to a winner. Some Display Sales Results A St. Valentine's window which held a large heart pierced with Cupid's dart and was made of beaver board sold seventy-five records. For St. Patrick's Day a brick and shamrocks along with the record "That's an Irish Lullaby" sold sixty of those selections. For George Washington's birthday a miniature artificial cherry tree and a hatchet sold much patriotic music. The sale of accordions was increased 25 per cent through displays of white Italian glistening models. Foreigners purchased many of these instruments, and records along with them. Again, timely events — Christmas, Thanksgiving, Fourth of July, Mother's Day and a score of seasonal and current events — are good window subjects. Moreover, the alert merchant will find attractive, effective window material almost everywhere. But that is the smallest part of the task. Decorate the window — don't merely wish or dream you want fine windows. In every organization can be found someone who likes to decorate or make things attractive. Delegate the job of trimming the windows to this individual. Then change the displays every week without fail. Cartoon Displays Mr. Wasserman lately started a series of cartoon windows each of which has a bearing upon the sale o f store merchandise and usually excites a smile. They are painted by a theatrical artist on beaver board and are about three by six feet in size. These signs usually act as the background of the window and on account of the size and the colors entice hundreds of passers-by to stop. Give your windows life — change them regularly — see that they deliver a message each time through a neat sign or hanger, then you will have made a real start towards paying windows. Doubles Record Sales by Consistent Campaign The J. R. Reed Music Co., of Austin, Tex., Has Built Up a Paying Record Trade Through the Several Simple Methods Described Here Make Money with Music Are You cashing in on the tremendous volume of business now beingdone with children's talking machines and records? THE BABY CABINET PHONOGRAPH Retails for $10.00 It is a beautiful little ornament for the nursery and a splendid talking machine in every way. It stands 17 inches high, weighs but 10 lbs., and is painted ivory white with brightly colored nursery figures. Then, lo retail for $5.00, there is the GENOLA. Both machines will play any flat records up to and including 10 inch size. On these two models alone you can add materially to your toy department sales. The General Phonograph Mfg. Co. Elyria, Ohio Austin, Tex., December 5.— The J. R. Reed Music Co., of this city, which in addition to handling general musical merchandise operates a large and successful talking machine department, has doubled its record business during the past year. This very satisfactory achievement was accomplished in several ways, according to J. R. Reed, who heads the business. First, the company makes it a point to tie up with the record advertising of the manufacturers. Second, independent record advertising is utilized to supplement the manufacturer's publicity, and in addition to that the company has a list of all the persons to whom a machine has been sold since it has been in business. These customers are circularized regularly and have proved the best prospects for new business. Some time ago the company made a canvass of the entire city, and the owners of talking machines throughout the territory arc now being circularized as a result. Also, to one of the sales girls has been given I he task of calling on the telephone some of the best customers of the firm when records arc received which it is thought will interest them. This, briefly, is the plan of record sales promotion in effect at the J. R. Reed Music Co., and the fact that record business has been doubled in the last year indicates its worth. The record department should be a real profit producer, and where this is not the case the dealer must analyze the situation, and if he finds that he is losing out in this branch of business due to lack of intelligent promotion, the remedy rests with himself.