The talking machine world (July-Dec 1927)

How C. C. Baker Doubled Record Sales by Installing Soda Fountain Live Columbus Dealer Uses Soda Fountain to Bring People Into Store and Advertise Merchandise — The Fountain Keeps Them Occupied CC. BAKER, of Columbus, is the type of music mercfiant who watches what the fellows in other lines of business are doing, how they do it, and what results they achieve, and has proved on numerous occasions that he has the keenness and courage to adopt an idea that is new and radical and applies it with success to his own business. In other words, he is not hindered by precedent, but believes that modern business situations should be met with modern methods. A Radical Innovation Mr. Baker's latest move has been the installation of a soda fountain in his store in Columbus, where he devotes himself chiefly to the sale of talking machines and records. The soda fountain idea first caused a ripple of amusement among Mr. Baker's friends, as well as his competitors, then there was a period of serious watching, and finally expressions of amazement regarding the results of the innovation. Now the soda fountain more than pays for itself and has almost doubled the record business. The idea of the soda fountain was conceived by Mr. Baker through watching the methods adopted by merchants in other lines to attract attention to their wares. Every ballyhoo, whether it was for a three-ring circus or a medicine show, depended upon its band to bring the crowds within reaching distance; the land auctioneer also depended upon the band to bring prospects to his sales; the new store, whether it handled furniture, drugs, or what not, generally had an orchestra to bring people in on the opening day. But what particularly impressed Mr. Baker was the fact that the successful soda fountains depended upon phonographs and automatic pianos, and even, in some cases, small orchestras, to attract their patrons and to keep them coming. "What struck me," said Mr. Baker, "was that the soda fountain, for instance, was using music to induce people to buy sundaes and mineral waters, and I could not see why it was not just as logical to reverse the process to bring customers into the music store. The soda fountain is simply a means for keeping them occupied while they are in the store listening to the music. It is a case where sauce for the goose really proved to be sauce for the gander." Investigation Preceded Installation Mr. Baker did not install his soda fountain on the spur of the moment. He first visited the largest cities of Ohio and got the opinions of his many friends in the music trade in that State. Some of them smiled, but all of them declared that, although radical, the plan seemed to have possibilities. Then he went to Chicago and New York and studied the soda fountain situations in those cities. He learned, for instance, that even a moderately successful fountain could attract at least 500 people a day, and he felt that if 500 people came into his store each day he could find among them a good many customers for phonographs, and particu larly records. Then Mr. Baker continued his investigation to find out what kind of a fountain was best suited to his needs, and finally had the manufacturers develop one, with imitation organ pipes adorning the top, so that through them could issue the music played on a phonograph. Public Flock to Store Finally came the day when the fountain was installed and ready for operation. Its opening was announced with becoming modesty. It was "What struck me," says Mr. Baker, "was that the soda fountain, for instance, was using music to induce people to buy sundaes and mineral waters, and I could not see why it was not just as logical to reverse the process to bring customers into the music store. The soda fountain is simply a means of keeping patrons occupied while they are listening to the music." termed "the musical fountain" and all that advertised it in the windows of the Baker store was the small sign reading "visit our musical fountain inside." Not only did the public of Columbus respond immediately to the innovation, but other merchants sat up and took notice and the newspapers sent special writers to describe the newest business-getting medium. Mr. Baker, however, was chary about certain types of publicity. He installed the soda fountain not to supplement the income from his music store, but to bring more business to that music store, and did not seek to have the tail wag the dog. And the soda fountain came first. With all the modesty, however, the results were immediate and surprisingly satisfactory. On the first day several hundred people visited the fountain and within a few weeks the daily average of customers was well over 1,000. Perhaps the best illustration of the manner in which the new idea took hold is found in the fact that with the fountain Mr. Baker installed a small kitchen at a cost of $1,700 to provide for the light lunches of sandwiches and salads that are a recognized part of a soda fountain to-day. In three weeks it was found necessary to rip out that kitchen and install one four times as large to take care of the trade, and the three tables that were set about to accommodate customers had increased to twenty in number, with Mr. Baker's only worry being that they would encroach too much on the space that he insisted upon allotting to his music shop. As soon as the fountain was opened a modern phonograph was put into operation playing the latest records, and the customers displayed real delight in having music with their light meals and their refreshments. Then Mr. Baker conceived the idea of having the fountain clerks and the waitresses ask various customers if there were any particular selections on records they would care to have played. This service made an immediate hit and the program throughout the entire day soon consisted chiefly of requested selections. Then Mr. Baker proceeded to talk to this fountain customer and to that one regarding music and what he had to offer. He was particularly impressed with the fact that whereas at the outset the requests were divided about equally between popular numbers and the standards and classics, within a short time the proportions changed until only about 10 per cent of the selections requested were of the popular order, and the balance of the higher type. 100 Per Cent Successful The main and most important fact is that Mr. Baker's idea of using a soda fountain to interest prospects in music, thus reversing the method of the average fountain in using music to interest customers in refreshments, has worked out 100 per cent successful. It is interesting of course to find that well over 1,000 people patronize the fountain each day, with the number constantly increasing, and that this venture in itself is growing and producing a profit at a rate that is embarrassing the sponsor. But the main fact is that since the fountain was installed Mr. Baker's record sales have actually increased 85 per cent and that the better class of records are moving more rapidly than ever before in the store's history despite the fact that Air. Baker is one of those dealers who have alwaj's consistently advocated good music. Mr. Baker's soda fountain idea stands unique in representing a form of publicity for music that doubles sales, but in addition pays a profit. Third Atlanta Radio Show Proves Unqualified Success Atlanta, Ga., November 3. — The third Atlanta Radio-Electrical show held at the AuditoriumArmory during the week of October 17 to 22 was an unqualified success, with thirty-five firms exhibiting. The exposition was primarily a radio show, although electrical appliances were also shown and an aeronautical exhibition attracted considerable attention. The outstanding features of the radio exhibits were the tendency toward the more expensive models and the cabinet enclosed receivers. The combination phonograph-radio receiver models were also predominant in many displays. The great majority of loud speakers shown were those of the cone type, with the clock-shaped cone speaker the most popular with the public. VAN VEEN SOUNDPROOF BOOTHS The standard for successful Talking Machine demonstration for years. Radio dealers are losing sales without them. Write for particulars and catalogue. VAN VEEN <c COMPANY, Inc., 313-315 East 31st Street, N. PHONE LEXINGTON 9956-2163 16