The talking machine world (July-Dec 1924)

28 THE TALKING MACHINE WORLD December 15, 1924 Best Location for the Radio Department Situation of the Department Has an Important Influence on Sales — Fred R. Parsons Tells of the Experiments of Dealers There has been considerable discussion among talking machine dealers in reference to the best location in the store for the radio department. On the strength of the interest shown by the public generally in radio at this time, some dealers have placed the radio department in the front of the store where they believe people can be served more quickly. Also these dealers believe that they can capitalize in a larger way and close more sales by locating near the front door, believing that more people will be attracted inside the store if they know the radio department is so conveniently located. It is a proved fact that the record department of the talking machine store has been given a material impetus by placing it near the front door and also the sheet music department ha.s prospered there — but this is so for the fact that these articles represent quick turnover sales made on an entirely different appeal, namely, that they are timely sales of new numbers which come out each week or at regular stated periods during the year. But this does not apply to the talking machine models, as they are always placed in a quiet spot in the store, away from the noise of the street where they can be displayed and demonstrated in an atmosphere where the "home appeal" will be greatest. All machines sold are demonstrated one or more times and several models usually are shown before the sale is finally consummated. Consequently, it is important that this demonstration be made under ideal conditions, as any discordant tone or noise might result in making a bad impression on the customer that would lose the sale entirely or delay it to the extent of requiring a salesman's call at the house which would, as every dealer knows, add considerably to the cost of selling. How a Dealer Solved the Problem The following experience of a large Southern dealer, who has experimented with the matter of location and who has proved to his own satisfaction the success of his present plan of arrangement, will be of interest to those dealers who are undecided where to locate the radio department. His first attempt was to locate the radio department near the front door, where he installed an attractive showcase and counter, also a small booth nicely furnished, where purchasers could inspect the various radio models with some comfort. He soon found that the confusion of people passing through the door and the noise of the street, also the continual noise caused by selling radio equipment, such as loud speakers, ear phones, batteries, etc., detracted the customers' attention and, in the end, made the giving of a demonstration practically impossible; and, according to him, the result was that many sales were lost. His next move, made after earnest consideration, was to the rear of his store, where he has equipped a wellappointed department with two private rooms in which are displayed in an attractive manner all his radio models. A generous counter and showcase are placed some distance away from this booth, near the front of the store where purchasers of equipment can come in and not disturb the private hearing room. His record department, as well as the music room and sheet music department, have been brought back to the front of the store, where they can be seen by every customer. This arrangement, according to the dealer, has accomplished two things which have benefited his business materially and have increased sales generally. Record Department Profits by Move In the first place all persons coming into the store are first attracted by the record and sheet music department where they loiter long enough to see the copy of the latest numbers which they have heard over the radio or in some local theatre or otherwise. Here is where the manager of these respective departments can, by constantly keeping in touch with the latest developments in music, display new numbers in his department with appropriate signs and secure many additional sales. The plan has been worked by this dealer to the point where he makes it a practice to change his display each morning, featuring one or two new numbers which were broadcast the night previous. A sign which reads: "Broadcast Last Night — Ask to Hear It." and which, by the way, serves the purpose for all displays, is placed on the counter. These new numbers are not necessarily popular songs or dance numbers, but broadcasting stations generally are now sending out nightly programs, consisting of standard and classical music, in conjunction with their popular programs. Consequently, those dealers who have been complaining about the slack demand for the better class of music will be interested to note that an effort, such as this dealer has made, will move from the shelves many numbers that have been dormant for some time past. Secondly, this new plan of arrangement has stimulated an interest in the minds of many visitors to the store who do not own a talking machine and who have never given the purchase of one serious consideration. The salesman can easily get the visitor's name and address, and although the sale of a talking machine may not be made immediately, he constitutes an excellent prospect. The radio department having been moved to the rear of the store, a floorman is stationed at the door to greet visitors as they come in and they are escorted through the several departments of the store and are shown, in a diplomatic way, the various types of talking machines displayed; also a new record or music roll is mentioned while being shown to the particular department which, in this case, would be the radio department. Also each salesman is instructed by the owner of the store to make some mention of a particular article to every customer other than the one for which he comes in. In this way many sales of talking machine records, sheet music and rolls have been made that otherwise would have been lost. Quietness Essential Consequently, it seems without question that the best location from every viewpoint for the radio department is away from the front door, in a quiet part of the store where radio sets can be demonstrated quietly and with some comfort to the customer. The radio demonstration must be made with the same refinement as that of a talking machine and dealers will do well to keep this in mind and feature their radio sets in the same manner obtaining in the talking machine department. But, at the same time, they must keep in mind that they can capitalize on the immense popularity of radio to foster general music sales and the location of the radio department can be determined best on this basis, to the end that all phases of the dealer's business will benefit thereby. J. L. Hudson Go. Publicity Reaches High School Pupils Detroit, Mich., December 8.— The J. L. Hudson Co., Victor dealer, is using a rather novel advertising campaign to increase record sales. In checking up the purchasers of records, it was found that in those families where there were children of high school age these children were responsible for the majority of records purchased. To increase this class of customers, the company contracted for space in all the high school publications in the city, featuring popular releases. All the copy is written in "collegiate" language. From the school magazine publishers the company secured the names and addresses of the seniors and juniors of the high schools and these are circularized immediately following the appearance of each advertisement. The campaign has already proved the effectix cnos of advertising of this character, considerable purchases being directly traceable to the drive. 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