Radio Broadcast (May 1929-Apr 1930)

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A Merchandising Plan That Sells Radio L. T. Breck, sales manager, Kulster Radio Corp. Dealers Participate in the Cost of Broadcasting, Reaching New and Old Customers By Direct Mail, a Follow-Up Plan Producing 40% Returns, Expert Service for the Small Dealer \ he owner of the three or four-year-old receiver usually says to himself: "Well, the old music box has been good enough for the past three years (and it certainly has tunedin a lot of distance), why should I buy a new one?" Consequently, unless permitted to hear a new model receiver, either in his own home or at his local dealer's store, he will not be in the market for a new set until his antiquated set ceases entirely to function. New prospects must be had, and old users must be told of new merchandise. This, according to L. T. Breck, sales manager of Kolster, is exactly why it is necessary for the dealer to resort to a direct selling method in order to keep his sales quota up to par, and incidentally to fill his territory with "good sets for good broadcasting." The problems of the dealer in preparing his own direct mail advertising copy, window display material, etc., are manifold. Printing in small quantities, particularly where it has to be of high grade in order to accomplish its sales mission, is costly. Manufacturers, however, prepare good sales material on a wholesale scale, and supply it to their dealers through the jobber. The manufacturer can do a more complete job for far less money than the dealer, and probably many times more efficiently. The manufacturer, too, is equipped financially to employ the best obtainable copywriters, artists, and printers, and can produce, for example, four-color folders for far less money than the dealer could have a black and white card printed. Such a scheme of merchandising sales service has been compiled by Mr. Breck for both the Kolster Badio Corporation and the Brandes Corporation. This new plan has been initiated in order to aid the small dealer. His merchandising problems are acute with increasing competition. The small dealer holds an important position in the radio merchandising structure and if his success is impaired the manufacturer suffers. The dealer service provided by the Kolster organization is comprehensive and has elements new in radio selling. For the amount of §23.50 the dealer may purchase a window-display unit which stands about seven feet high, with his name across the top in bronze. Twelve insert cards, backed by an automatic flasher, which say in large black Dealers are furnished, with carefully prepared printed matter which helps thent solve their problems. :t2 6 • • <>< T O It E R ] 9 2 9 •