Radio today (Sept 1935-Dec 1936)

FOR RADIO'S BIGGEST CHRISTMAS Among your new models is a perfect item for every unit of the gift-giving public. Be sure to say so! Move No. 11 Radio stores cannot personally greet their patrons through window copy. A good-will stunt of substantial value is the use of a house Christmas card, obviously friendly and as far from the "form" style as possible. Set salesmen have favored the use of handwriting on these cards and the amount of advertising should be generously cut. Cards with an electrical design, simple and dignified, are effective. Stimulator No. 12 Kadio men have been able to trump up several kinds of "Gift Weeks" with decent results. These have been based on special trade-in offers, combinations of merchandise (such as a radio sold with another appliance at a special figure), and on demonstrations or free trials. These "Weeks" are plugged simultaneously in newspaper copy, on the air, and perhaps by direct mail. It would be a help if dealers could figure out an eve-catching synonym for the word "Week." Rouser No. 13 Many shops have good luck with special announcements on "night openings." Most stores change their hours about Dec. 2 to accommodate Christmas shoppers, but radio dealers have an extra advantage in evening selling because that's when most of the big popular broadcasts occur. Demonstrations can be given new snap and current ads invite folks to "Come in Thursday evening and hear Show Boat through a new 1937 model Master set." In some eases dealers have invited whole organizations, civic, social or musical, to the store. Exploit No. 14 Home-coming period for college students begins about Dec. 9, and there are success stories about how radio salesmen have greeted them. Their families are good targets because they usually belong to upper income brackets. They are appealed to on sports broadcasts, popular music features and lighter entertainment to be heard on the air. These prospects can be picked up by watching local newspapers for arrival notices. Project No. 15 Reports are that some extremely nifty displays have been built by using radio lamps with special holiday shades. For those dealers who dislike the idea of tying ribbons and tinsel onto the dial knobs of the receiver, this has been the ideal method of getting an impressive holiday atmosphere. Shades that whirl, and the candle-style lamps have been used with excellent effect. The shades may be changed when Christmas is over. Scheme No. 16 Selling by telephone has had a certain vogue at Tuletide, but dealers seem to agree that "cold" phoning at Christmas is a mistake. For old patrons, however, telephoning is OK if the radio salesman takes a genuine interest in gift problems, reception difficulties and service matters. Conversations are likely to fall flat if they deal only with priceappeals and hi-powered gift offers. Unskilled spokesmen can do a lot of damage. Method No. 17 Through various ad channels, dealers have pepped up their sales by parading broadcast schedules for the Christmas period. By Dec. 1 the networks have lined up the full artist cavalcade for the current season and their names and photos make fine evidence of what extraordinary giftvalue radio receivers possess. Informal close-ups of broadcast stars are best for windows, and pictures are more effective when they show studios and mikes. Device No. 18 Radio display experts have found that it is always wise to exhibit at least one receiver "packaged" for Christmas and completely wrapped for use as a gift, card and all. Broadcasters are merrily making up extra Yuletide features to aid dealers. November, 1936 13