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EDISON PHONOGRAPH MONTHLY FOR MAY, 1912
AN EASY AND EFFECTIVE WAY TO DEMONSTRATE THE EDISON
WE frequently receive letters from Dealers who have given Phonograph Concerts in churches, and in every case they have reported a favorable reception and a very enthusiastic audience.
This is a form of advertising which merits the thoughtful consideration of every Edison Dealer. One of its recommendations is its cheapness, since it will cost the Dealer or his representative less than two hours of his time. There is no money cost involved, because the concert will not require the use of anything that the Dealer does not regularly carry in stock. The only effort demanded is in the selection of suitable Records and in transporting them, together with the machine, to the church — not a very extensive lay-out for an advertisement.
But the benefit of this concert cannot be measured by its cost, for the Dealer has as his audience a far greater number of people than he could handle readily at a demonstration held in his own store. Every one of these people will feel a sense of obligation to him and many of them will tell their friends of the " lovely concert which Mr. So-and-so gave at our church last night," etc.
The Dealer is always sure of finding a good class of people in a church audience, most of whom are easily able to purchase a machine. Moreover he will reach many elderly people and young folks whom he probably could not approach in any other way, many of whom will be greatly interested in the Edison.
Then, too, concerts of this kind are still sufficiently novel to insure a reading notice of the entertainment in the local papers, and in that way the Dealer
secures most desirable publicity.
This form of entertainment, however, need not be confined to churches alone. Various clubs, G. A. R. reunions, D. A. R. gatherings, etc., furnish excellent opportunities for giving appropriate concerts. The listing of special Elks, and I. O. O. F. Records has opened up a new and extensive field along similar lines, and every Dealer should make it a point to profit by these opportunities, by giving a special concert in the local lodge.
Of course the Elks' and the I. O. 0. F. Records have in themselves great sales value, but if properly used, they have a still greater value as an entering wedge. The first step is to make every possible effort to sell a machine and the special Records to the local Lodge. The purchase of a machine will arouse great interest in the Edison and make it a topic of conversation among the members.
While this interest is still warm, get a list of the Elks or Odd Fellows — as the case may be — and invite them to your store to hear a concert. Or if it seems more practicable, get permission to give the entertainment at the Lodge itself. It is very likely that the latter idea would result in obtaining a larger audience and would provide greater comfort for the Lodge members than the Dealer's store would permit of.
If the Lodge is already satisfactorily equipped from a musical standpoint, you can still interest the members, as individuals. A concert at the Lodge, featuring the special Records among a number of carefully chosen selections, would open up a new line of prospects to be exploited by letter, telephone or personal call — according to each Dealer's method.