The Edison phonograph monthly (Jan-Dec 1916)

14 EDISON PHONOGRAPH MONTHLY, JUNE, 1916 UNIQUE ADVERTISING STUNT AS an example of making the best of circumstances, we cite a little incident regarding J. W. Jackson, Amberola dealer at Belchertown, Mass. Late in March, when storm after storm had piled the snow deep on his sidewalk, made traveling difficult, and, of course, had a tendency to make business a little duller than usual, Dealer Jackson got busy and in a short time had the snow off his walk and into the street. Subway to Store of J. W. Jack Belchertown, Mass. SON. When he finished he had a pile in front of his door twelve feet high and fifty feet in circumference. Then he leveled off a shelf in the pile and there placed a Diamond Amberola with a window card in full view of all passersby. Each day, while the snow lasted, he'd have a "change of copy" laying out a different design in record cartons, window cards, etc., which all made a big hit. For the convenience of folks who came to his store in sleighs he tunneled a subway through the snow, which is plainly evident in the accompanying illustration. THE EFFICIENT WAY TO SELL TO FARMERS ARE there any counties in any of the States of this country that do not have their farmers' associations? There may be some, but they are few. The majority of these organizations have their monthly meetings in some central part of the county and this is the strategical point for you to attack in a selling campaign designed to embrace all the farmers in your territory. It is difficult for them, as a rule, to arrange an interesting entertainment. In connection with their periodical gatherings an Amberola concert would be a welcome addition to the most of their programs. A dinner is usually one of the features of such a gathering and a dinner demonstration is highly effective in many instances. The Amberola dealer who sees the opportunities opened by the farmers' organizations will find it very easy to secure permission to make demonstrations and he will find that in most cases he will be a highly welcome guest. In some States the Granges are the organizations that bind the farmers together. But it is immaterial what name these associations are under as long as they are composed of the better class of farmers and as long as they hold regular meetings. If you are an enterprising dealer you will not be satisfied with making a demonstration at one meeting. After you have shown the members of the organization something of the possibilities of the instrument at the first gathering you will follow up the work you have done by giving another demonstration at the next meeting. After you have become friendly with the members of the organization you can, perhaps, get permission to make an address on the part that the phonograph plays in rural life. After your presentation of the subject, if you make a careful study of your speech, and the audience before which you present it, you should influence many to purchase instruments. There are so many clinching arguments to support the allegation that there should be an Edison Amberola in every farm house. The isolation and loneliness, the long nights in winter, the pleasant evenings in summer, the advantages of good music in the education of children, the psychological effect of music in inducing contentment, and others without number make selling to the well-to-do farmer a comparatively easy matter. And the wide-awake and well-to-do farmers, remember, are active members of the farmers' organizations. In these days of prosperity there should be golden opportunities in the rural districts and we believe that we have suggested one of the best ways of taking advantage of them.