The talking machine world (Jan-June 1928)

How Maison Blanche Radio Section Develops Its Sales Volume Broadcasting, Home Demonstrations, Newspaper Advertising, Window Displays and Service Are All Factors That Enter Into the Sales of Receivers "M UCH interest has been created in our radio department since our broadcasting station was put in operation," said the manager of the radio department of the Maison Blanche, the big New Orleans store. "We were the first mercantile establishment in the city to do this, and naturally local interest was strong. We do not supply the talent ourselves, the arrangement of the programs being taken care of by the Sanger Amusement Co. This saves us a great deal of time and labor, and at the same time assures a program of standard excellence day after day, as an amusement agency is in constant touch with artists of all kinds, and knows those whose voices are best adapted to radio transmission. "In my opinion, it is unwise for a firm to install a radio department with an initial outlay — ^— of less than $2,000. In a city under 10,000 an outlay of from $2,000 to $3,000 will secure a good standard line; while in a city from 10,000 to 100,000, $4,000 to $5,000 could be invested to good advantage. I do not think it advisable for any but a complete radio store to attempt to handle parts. The ramifications are too extensive to permit of a profitable turnover. We handle only standard sets, and have an annual turnover of from six to eight times. In order to appeal to the boys we sell crystal sets complete; while our adult sets range in price from $125 to $300. "There are many factors entering into the sale of a radio set, and we have found the most important to be home demonstration, price and service. We believe in giving all the demonstration desired. As a general thing the first one is given in the store — the patron having been attracted by our newspaper advertising or window display, and, happening in the store, evinces a casual interest. If interest in any special set is shown, the salesman suggests a demonstration in the home, so that other members of the family may enjoy it. One of our experienced demonstrators then takes the prospect in hand, and in a majority of cases where a home demonstration is given the set is sold. The demonstrator explains the simple workings of the set, speaks of the service and repair department which can be called upon at once if anything goes wrong; tells of the easy terms upon which it can be secured; but dwells at greatest length upon the pleasure to be derived in the comfort of one's home from the concerts By W. B. Stoddard and messages of all kinds constantly wafted in upon the air from the various stations. "Price is an important item with many people, so we find it advantageous to quote specific prices in nearly all of our advertising, and upon the cards in our window display. To my mind, the window that ties up with the printed ad produces the best results. If a particular set has been advertised in the papers (and in presenting our ads we endeavor to give some specific reasons why this particular offer is a good buy) and the reader sees the same set in Ihe window, he is more apt to notice it than if an entirely new one was featured. He has T ARGE New Orleans department store operates J-J broadcasting station to build prestige and uses every avenue oi sales promotion to attract customers. Newspaper advertisements in which specific prices are quoted are found advantageous, together with window displays which effect a tie-up with the store's advertising. Other advertisements tell of future outstanding broadcasts. Home demonstrations, price and service are listed by store's manager as being the most important factors in receiving set sales. already been partially sold on its merits froir an enjoyment or a price standpoint, and now that he sees the set itself he examines it with greater interest. An atmospheric display is sometimes effective as it visualizes the pleasure the onlooker himself may derive from a set, but as a general thing a simple display that ties up with the printed publicity and keeps the idea of "buy a radio set" constantly before the mind is the best trade getter in the long run. "Everyone in our radio department is a practical radio man. While most women buy chiefly from the entertainment standpoint, as they do a phonograph, and care little for the technical side, the average man understands a little about the scientific end, and woe be unto the salesman if he cannot answer his questions. We conduct a repair department and also send out service men into the homes whenever necessary. We do not trade in old sets on new ones, but we make the matter of payment so easy, and feature so glowingly the advantages of a higher power set that we usually have little trouble in closing a deal on that score. We sell on time when such an arrangement is desired, securing from 20 per cent to 25 per cent cash, and the balance in monthly payments covering a range of from six to eight months. "We ascertain in advance the programs that are to be presented by the broadcasting stations within range of the average set, and advertise these in our special radio announcements. People who have sets have come to look for these notices, while those who do not have one, when they read of the excellent programs they are missing, begin to consider the purchase of one of the latest model cabinet radios. This is most profitable publicity. The radio ads of this firm are noteworthy in that they ^^mj usually stress one particular point. One recently called attention to "Free Demonstration in Your Home," and concluded with the pricing of several sets; while another advised "Tune in on Davenport WOC, Thursday, at 8 p. m.," and proceeded to give the program that was to be broadcast. This ad, too, suggested several different types of radio receiving sets with the price of each. A recent window, designed to sell a large number of sets that had been purchased as a splendid "buy," had several cards mSSSS^SSmm stating the wonderful bargain at which these sets could be had. But along with price they also featured the pleasure to be derived from a set. Seated in an easy chair was a white-haired woman — a modern grandmother, trim and well dressed — listening to a radio concert, while her grandson, a boy of twelve, v/as adjusting a horn on the set. On a table, on silk-draped mounds, and on the floor were sets, with loud speaker attachment, all of which were included in the special price made on the cards. They also advertised this "buy" in the newspapers, and suggested that people see their show .windows for a closer inspection of the set. Adds to Show Space Williamsport, Pa., April 6. — Bloom's Music Store, 311 West Fourth street, has added new show display space which gives the impression of a new establishment. The entire store has been repainted and redecorated throughout. M'f'g. Radio & Phonograph HARDWARE PERFECT Portable Needle Cup Open Stays Open Closed Keeps Closed Star Mach. & Nov. Co, Bloomfield, N. J. The Demand for Quality Never Ceases To learn the difference between ordinary Cotton Flocks and "QUALITY" Cotton Flocks, order a sample bale of our Standard No. 920 for Phonograph Record Manufacturing. CLAREMONT WASTE MFG. CO. Claremont, N. H. 22