The talking machine world (Oct-Dec 1921)

6 THE TALKING MACHINE WORLD October 15, 1921 COMBINE PUBLICITY AND WINDOWS {C ontijincd from page 4) similar illustrations for the window displays as are used in the advertising. This effect can be accomplished to some extent bj' window backgrounds which the displa} man himself can make. It is not a difficult matter for the average window trimmer to prepare an effective background, using the wall-board and cold-water paints. Such a background need not be a finely executed drawing. It is s'een at a distance of several feet and is partially covered up by the merchandise in front. A rough, impressionistic background will often prove as effective in a window display as one on which infinite time and labor have been spent. The layout for your newspaper advertisement might feature a large circle. The same circle forms the keynote of your window display background— a spot of color that attracts from a distance. A window display man who can draw-, even roughly, can copy illustrations in larger size from magazines and newspapers. It is easy to make these tie up in general idea and purpose with the advertising illustrations used in your newspaper. In each advertisement it is a good plan to add the line, "See these goods in our window display this week." Sticking the advertisement on the inside of the plate-glass of your window is another method of getting a direct tie-up. Some stores do not favor sticking paper to the glass. In this case the advertisement can be mounted on a showcard and placed in the center of the window toward the front, where it will usuallj' be read if the type is not too small. Using Reprints of Advertisements You can secure reprints of your newspaper advertisements at small cost to feature in this way. If you can get them printed on coated paper instead of the regular newspaper they will be more suitable for displaj' work. It maj^ be possible to get blueprints or photostats, which v.-ill show" j-our advertisements in enlarged size. In an)' form the display of your advertisements in your window adds materially to their circulation. Other copies of your advertisements may be used to connect up your interior displays with the rest of the campaign. Reprints should also be distributed among your salespeople so that they will be fully informed about the merchandise that is being promoted. The Value of Price Tickets Of course, the same prices should be featured in the window as well as in your advertising. A window without price tickets is like a letter without a date. The thing that the spectator most wants to know is left out. As a general proposition the first thing a window display man needs to do in preparing a window is to get ready an adequate supply of price cards which should be used liberally. It is a good plan to make price cards tell a story besides simply the prices. For instance, a few lines describing the selling features of the product followed by the price will prove more effective than the price alone. Price tickets that show the supposed former price neatly crossed out and the reduced price below have been used so often that the public places little reliance in them. If the same man handles both your advertising and window display you will be likely to get co-operation between these two branches of publicity. In many stores this is possible and provides a real job for the advertising display man. a job which he will take interest and pride in doing well. There is nothing particularly new about the idea of tying up your advertising with your window displays. But there are many dealers who do not realize the power that is to be gained by making their advertising and window displays work together. At no extra expense and with little labor and effort any dealer can tell the same story at the same time in both his advertising and his window display. The association will give increased efficiency to both. SALES MEETINGS AT LOESER'S W. H. Bishop, Manager of the Talking Machine Department, Increases Efficiency of Staff by Teaching Salesmanship Brooklyn, N. Y., October 6.— W. H. Bishop, wide-awake manager of the talking machine department of the Frederick Loeser & Co. store, has adopted a system of education for the saleswomen in his department which is proving most profitable. About once each week he calls a meeting of the sales staff, gives a talk on salesmanship, the proper and most effective method of approaching a customer, courtesy, and makes it a point of cultivating the friendship of his staff. During the meetings the members are requested to oft'er any criticism of the service and suggestions for increasing efficiency that may occur to them. The staff is also requested to study closely the Victor booklet on Red Seal records and to become familiar with the talking points of each. ^^'hile the meeting is in progress Red Seal records are played and the selling points discussed. Mr. Bishop is contemplating additions to the sales staff in the near future, due to the" fact that business is steadily increasing. LIBERTY PHONOGRAPH CO. FORMED The Liberty Phonograph Co., McKeesport. Pa., has been granted a charter of incorporation in that State, with a capital of $10,000. The new firm will engage in buying and selling talking machines. Those interested in the business are: S. H. Hirshberg. J. H. Hirshberg and G. H. McNutt. NEW GRANBY AGENCY IN ALLIANCE J. Johnson, w-ell-known music dealer of Alliance, O., recently announced that he has secured the agency for the Granby phonograph. To give the news the widest publicity Mr. Johnson arranged for the parade of a band through the city streets. Banners and literature were distributed en route, setting forth the Granby qualities in detail. LABELS THAT WILL SELL RECORDS Classification labels made of cloth; the same material and color as the albums — w^ll sell records and albums. CARUSO— now among the immortals — leaves more than a mere collection of records. The golden voice has created for us and for posterity a great and definite class of music. Just as folks have collected ''hymns." '"violin selections" and other series, they will now seek complete folios of Caruso Records. It is needless to enlarge upon the sales possibilities that exist in the suggestion to your patrons that they start their Caruso Collections at once — using Peerless Albums and Peerless classification labels. Write for a sample set of these labels and how to obtain a supply gratis or at a nominal cost. Peerless Album Company Phil Ravis, Pres. 636-638 Broadway New York