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Artistic Display of J. K. Gill Co., Portland, Ore.
Windows That "Sell"
Pointers on Window Displays — Profiting Through Plate Glass
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T is generally conceded that the music merchants, or merchants who successfully sell radio, phonographs, pianos and other musical merchandise, are what the "Babbits" would term "Go-getters," but it is the writer's e x p e r i e nee that these same merchants, as a class, . have consistently neglected over a long period one of the most important "come hither" gestures in selling — window displays that sell.
Even the proP. A. Ware gressive butcher,
not to stress the alert druggist and able grocery man, is invariably more of an artist in windowselling appeal than is the average merchant who handles musical instruments.
Cast your memory back to the window with rows of paper-frilled lamb chops surrounded with decorative parsley and appropriate vegetables, and in memory compare that window with the pineboard-backed display of a few musical instruments in a dusty window as shown by some otherwise successful music man you know.
At a recent convention of window-display
By P. A. Ware
Merchandising and Sales Promotion Manager, Atwater Kent Mfg. Co.
advocates from all lines of selling the writer heard discussed window-display lore from men representing the drug trade, the grocery trade, the furniture trade and the general department store, but regardless of the fact that this country has some wonderful retail music sellingorganizations, it was not on record that a music retail representative was in attendance at this important event.
The consequence is that while nearly every specialized branch of selling is giving thought to "selling windows" many music men are, to use a hackneyed phrase, following the line of least resistance.
Just how they are doing this can be best summed up by what the legal fraternity calls a "hypothetical question." Assuming that the reader is a dealer, may I ask that if you were to sell some product bought by a purchasing agent and that agent advised you to attend his office next morning when he would hear the sales talks of all the men selling a varied assortment of goods who had approached him that week, all at once: that is, "in concert," would you join the Tower of Babel conclave?
All right! pass the answer, but now look around your town or neighborhood and see if some music merchant is not by "window appeal" trying to sell a phonograph, a radio, a
piano, an assortment of brass instruments, some banjos and "ukes" and a saxophone or two to every passing pedestrian's single pair of eyes.
If there is not a lesson in the above for many music men a great deal of thought and work on the part of myself and my business associates has gone to waste.
However, it would be unfair if the reader accepted this indictment against the music man's lack of window-display knowledge as relating to the trade as a whole. It does not.
Display by Atwater Kent Window Decorating Staff
The Lyon & Healy windows at Chicago, the Jenkins Music Co. windows at Kansas City and elsewhere, the Grinnell Bros, windows in De(Continucd on page 14)
STARR PIANOS STARR PHONOGRAPHS
GENNETT RECORDS
i Represent the Hic/hest oAttainm tnt in Musical QYorth
9& .STARR PIANO COMPANY
llj Established 1872 ^ Richmond.. Indiana
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