The talking machine world (Jan-June 1928)

Brothers took over a slowly failing business and made it successful by the application of modern methods of merchandising — A sideline finally turned declining sales into profits lifford Bros. Sideline Is Bi Record Sales Aid INDUCE the passer-by to come into your store and half the sale is made. Success or failure often hinges on the methods of inducing prospects to visit your sales floor. To most talking machine dealers this is a gigantic task involving considerable advertising expense. No different from many merchandisers, the Clifford Bros, of Hartford, Conn., tried extensive newspaper advertising, circulars and salesmen, but a little ordinary post card led more customers to the talking machine and record counter than all other schemes combined. The Clifford Bros.' experience is another story of the silent salesman bringing in a big share of the new business. The result of giving this midget article a giant's share of the display window proved successful in more ways than one in increasing sales volume. Fight to Stop Decline in Sales When W. C. and W. K. Clifford bought out their present business two and a half years agcf~ they depended solely on their combined forty years of training in the talking machine field to revive a fast declining trade. The community was prosperous, other retailers in the vicinity were thriving, but this music shop experienced an exceptional sudden drop in sales receipts. In the pioneer months of the Clifford store, it was a busy day that saw three customers in the listening booths, whereas to-day twelve booths are not enough to accommodate the record trade, which is still growing. Big Summer Sales The Clifford Bros, point to another indication that the post card has been an effective pulling power for their sales of records and talking machines. Last Summer was the biggest sales season since the site was originally opened By Clarence J. O'Neil as a music shop some seven years ago. The sales of records per week during the usual dull months of June, July and August were 600, 800 and 900, respectively. The volume of 3,600 records for August was the biggest month they ever had. Talking machines were also on the increase, sales having been 50 per cent better than the banner month. Power of a Post Card This sales power of a post card was accidentally revealed in an incident that took place at the very beginning of their retail career. At that time the Clifford Bros, purchased a special lot of holiday greeting cards at a very attractive price. This stock when delivered was so voluminous that the floor space was actually covered with cards of all varieties. They displayed the seasonable cards in the background of their usual Victrola and record window assortment. A similar wall decoration was made of the cards at the entrance to the store. For the first time in their retail experience the Clifford Bros, were kept busy with what seemed to be a continuous flow of new faces to buy cards. After the holiday rush a new stock of birthday and announcement cards was given the same prominent place as the holiday stock. Again business boomed. The thought of interesting these customers in other articles in the store was prompted by the apparently unconscious interest shown by card patrons when a talking machine was put in operation. Inquiries often followed as to the name of the record just played, what make it was, and to the price of the number played. Dulce-Cone Radio Talking Machine Speaker Get In On These RADIO PROFITS WITH radio almost universal, it's easy to include a Dulce-Tone in every talking machine sale — and you might as well get that extra profit. Or sell Dulce -Tone to former talking machine buyers. Dulce-Tone makes an ideal loud speaker of any phonograph, and it fits any make and any radio set. Simply set the talking machine needle in the Dulce-Tone reed, plug in, and you have the full volume, the beautiful clear tone that only Dulce-Tone and a talking machine can give. The General Industries Co. Dulce-Tone Division Formerly named The General Phonocraph Mfg. Co. Elyria, Ohio Ever alert to every new sales appeal the Clifford Bros, instructed their clerks to have a machine going regularly. A Powerful Sales Appeal "An attractive array of post cards set up in our windows has indirectly resulted in more sales of records and talking machines than any other method of sales appeal that we have ventured," W. C. Clifford commented. "We have studied these results carefully, realizing that in all of our local newspaper advertising, which averages about $100 a month, we never mention post cards. Our circulars, letters and other announcements never include post cards. Yet through the handling of cards we can trace a more substantial increase in sales than from all our other sales appeals combined. "In my observation of the different classes of people who come in for the sole purpose of buying a five or ten-cent post card, I notice the majority, through a sense of pride, or something, seem to be conscience-stricken at the idea of making such a small purchase. The playing phonograph in most cases catches the ear, and then a comment usually follows as to its title. I always make it a point to add the price of the record to my reply. For example, 'Honeymoon Lane, it's a 75-cent Victor record.' A 75-cent or 80-cent purchase about fits the pocketbook of the majority of my patrons when not on a shopping tour. They go off morally contented 50 per cent of the time with at least one record in addition to their original purchase intent — a post card. In increasing the volume of record patrons to such large proportions our talking machine sales were naturally improved. The owner of a talking machine is always, as every dealer knows, half sold when it comes to selling a modern and even more expensive machine." Better Advertising at Less Cost From a cost standpoint the Clifford Bros.' policy of delving extensively into post-card selling as an advertising medium proved a remarkable asset instead of a liability. Purchasing the cards involved a very small investment; salesmen were unnecessary, and the results helped cut down the general advertising appropriation. And again the cards gave a quick turnover at a reasonable profit. They were bought in large quantities, one year's supply at a time, and at the lowest possible cost. Very little storing space was used in buying in big lots. In dollars and cents, Clifford Bros.' ford Bros.' store window not only wiped out profit in the post card has enabled them to eliminate the cost of advertising, one of their biggest annual expense items. Advertising their entire line cost them annually about $1,200. The introduction of the post card in the Clifford Bros.' store window not only wiped out this yearly deficit, but also boosted the sales of both records and talking machines. The F. A. Stewart Music Co., Morgantown, W. Va., of which F. A. Stewart is president, recently held its formal opening at 241 Walnut street. The store carries a complete stock of Orthophonic Victrolas and records and other musical instruments.