Radio today (Jan-Dec 1938)

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* ANNOUNCEMENTS in the auto radio field this Spring have added up to a special merchandising proposition for dealers. Radiomen have listened to flashes about Mototone, Safety Tuning, Motoset, Bel Monitor, Syncro-Tuning. Sportsman, Acoustimatic, Magic Voice, Commander, Acoustrol, Eliminode, Acoustinator, and other trade developments. They watched the automotive manufacturing industry stage a highly successful promotion on used cars. They realized that most of the new owners were prospects for sets or service. They received from 23 major manufacturers in the auto radio field a series of powerful merchandising helps. They noticed that the new display and demonstration devices had taken on new appeal, new color. Records of cars The next step, then, is the execution of a new sales campaign for the current months which will dramatically take into account all these new elements in the business. Eor one thing, there is the matter of the dealer's getting a list of all likely car-owners in his area. Accurate and up-to-the-minute lists of car radio prospects come (1) from the regular lists of home radio and appliance customers, (2) from an exchange of information with automotive outlets in the community, (3) from newspapers which carry news about newcomers, (4) from connections with auto clubs and whatever drivers' schools there happen to be ir. the community, (5) from records of special demonstrations, and (6) from reports of auto shows. Auto drivers get the big broadcasts these days at just the touch of a button. SPRING SELLS AUTO RADIO All the names collected from these sources are carefully approached with sales material on such 1938 features as push-button convenience, simplicity, of installation, new angles on styling, developments in noise suppression, advantages of custom-built equipment, and the great variety and appeal to be found in the new auto aerials. Making them buy Armed with all the names and addresses and phone numbers which are worth a Spring approach, the dealer then considers a likely appeal for each party. This often depends upon what the prospects' Springtime driving plans are, what they like to listen to on their auto radio, and how fussy they are about the appearance of their car. Here's where the new roto newspapers, paper napkins, giveaway pencils, post cards, blotters, pass-out folders, thermometer name plates, book matches, handbills, etc., come More tuning ease is provided by colored tabs identi •fc."" "■•>•■.*, fying four networks, on Motorola. into the picture. All these have been styled for 1938 and rushed out in masses from manufacturing headquarters. Demonstration tricks One of the new wrinkles in demonstration of car radio is the use of a parked car, in front of the dealer's store. The radio is turned on, tuned to a show that will attract average passers-by, and the car is plastered with stickers which will hook the stunt up with the dealer's name and store. Because the car is not occupied, and because it has extra decoration as well as a lively broadcast to be heard, people will stop to look and listen. This device is being recommended by several manufacturers, who supply the dealer with the stickers. Other showing's will occur in the usual manner in the store, while the dealer uses demonstration boards which give the customers a chance to try new tuning devices themselves. In some cases, dealers prefer to show off their new models under actual driving conditions, and encourage the prospect to take a ride. In instances where the customer has some special interest in the eliminaation of interference, this procedure seems to be a good bet. Matters of noise suppression are finally settled. Cover the town There are still some gas stations and some auto service establishments which do not sell auto radios, and these are spots for the radio dealer to see that the patrons of these places hear about his merchandise. By hooking up with these stations and spotting demonstrators among them, the radio man reaches a driving public which is of important size and buying power. Hardware stores, machinery shops, implement houses and other nonradio outlets also deserve this sort of attention, as they will materially hike the number of people who are introduced to the new auto-radio models. Selling broadcasts A popular idea among dealers is the use of some form of broadcast schedule along with auto-radio advertising in folders, cards or booklets. Because the motoring public is predominantly male and because auto radio listeners in general have proven themselves to be sport fans, the network coverage of sports events is an important factor. 12 Radio Today