The talking machine world (July-Dec 1928)

The Talking Machine World, New York, July, 1928 65 Constant Demonstration Increases Sales for Live Brunswick Dealer Music Shoppe, of Goose Creek, Tex., Finds Installation of Record Demonstrator Benefits Record Sales to Great Degree and Also Aids Machine Sales The Music Shoppe, Brunswick dealer of Goose Creek, Tex., is merchandising the Panatrope in a most scientific way, having taken advantage of every possible opportunity to sell this instrument. A few of the sales ideas of J. W. Fondron, manager of that shop, will illustrate just why this man is one of the most successful music dealers in the country to-day. He states that he has never set down a code of rules to follow in order to obtain an objective in sales volume. The Shoppe has one code, however, and that is to be enthusiastic, regardless of whether the sales are to their liking or Music Shoppe's Truck Advertises Line not. Another thing on which they base their success is their confidence in Brunswick products, and the Brunswick representatives they come in contact with. They say, "We believe there is no better musical instrument in the world than the Brunswick Panatrope, and we do not hesitate to let customers make direct comparisons when they so desire. We have made many sales with another highly esteemed make of machine in the same room. It has been proven to us time and again that there is hardly such a thing as 'sales resistance' to Brunswick records and Panatropes." Goose Creek, Tex., is a small town, close to Houston, a city of 250,000 people, whose daily papers (three of them) cover their territory thoroughly. The Music Shoppe, up to October, 1927, was located in the rear of a pharmacy, where it was crowded for space to display the instruments, and when more than one customer was in the store it was most inconvenient. In October, 1927, the Shoppe decided to rent a new store building. The building was painted and arranged inside according to their ideas. They had been averaging about $2,400 a month the last three months they were located in the rear of the drug store, and naturally expected a slump in their volume of sales the first sixtydays in the new location. In anticipation of the lower volume of sales, they doubled their advertising in the local paper and went after their sales leads with increased vigilance. The results were not only surprising, but startling. Where they were spending between $40 and %M per month for advertising, they spent, and are still spending, $75 to $100 monthly. They claim the secret of their newspaper advertising is making friends with the editor of the paper, who has assisted them no end through his news columns. In the new quarters with its up-to-date record compartments, three private uemonstration booths, lounges and bright interior their business increased $7,000 in the last five months of the year, over the first five months of the year. A large part of the volume in sales is records. From February 15 to the end of March, 1927, they did not have a P-13 demonstrator, and averaged about $89.50 per day. On the first of April they installed a P-13 and the sales picked up to $106 per day. The iollowing might prove interesting: In cramped quarters without P-13 demonstrator they averaged $89.50 per day. In same location with P-13 demonstrator they averaged $106 per day, and in the new location with a P-13 demonstrator they averaged $303 per day. This average is based only on the six working days of each week. Mr. Fondron says: "To the trade I want to state frankly that we wouldn't think of operating our store without the P-13. It not only sells records — it sells machines. People are delighted when they learn they can have the same resonance, volume and sweetness of tone in their own homes. I advise every Brunswick dealer to carry a big stock of Panatropes as well as records. People have come in to 'see' the $90 model and have left our store with the $165 model. We thought we were loaded in February, which by the way is a short month, and we couldn't believe it when we counted up at the end and found we had sold twenty-eight machines during the month; that is, one a day. We are dealers in Interior View of the Music Shoppe Brunswick products exclusively, and would not think of adding any other line. We use the mats and advertising forwarded to us by Brunswick, and improve our ads wherever possible by adapting them to local conditions. The SemiWeekly, the local newspaper of Goose Creek, has been of great assistance to us. We believe in Brunswick, in advertising, in our home editor, and his paper, in the entire range of Panatropes, and furthermore, we believe we can get our share of business as any man can if he puts his heart and soul into it. "The only accurate way to make a musical survey, that is, the number of musical instruments in the home, the kind, model, age, etc., is through personal contact. In this we have been exceedingly successful, and this data is of great assistance to us." Zenith Buys Many Automatic Patents Company Has Delayed All Applications for Licenses Until Negotiations for Patents Mentioned Were Consummated Chicago, III., July 6. — The Zenith Radio Corp., of this city, has purchased, in addition to the Marvin and Vasselli patents, the Heath patent No. 1,638,734, British Patent No. 257,138, Canadian Patent No. 264,391, French Patent No. 607,436, Belgium Patent No. 331,166, and United States Patent Re. No. 17,002, in further strengthening its position in the control of automatic radio. There are also seven other patents controlled by Zenith pending in the patent office. In a recent statement the Zenith Co. declared that it has delayed acting upon any of the applications for licenses until the negotiations were consummated. STYLE 21 Genuine Mahogany or only. Walnut STYLE 21-B Same with both top panels hinged t o accommodate Radio Panel. THE LINE OF PROFIT PHONOGRAPHS AND RADIO CABINETS Excel phonographs, radio cabinets and combination instruments have been designed to meet every exacting taste. They are produced in all popular finishes and styles, including Upright, Console and Wall Cabinets — a complete line. Our centrally located factory and excellent shipping facilities insure prompt deliveries and attractive trade prices. STYLE 17 Genuine Mahogany or Walnut Phonograph only. STYLE 1 Gum Mahogany. Golden or Fumed Oak. STYLE 48 Walnut Radio Console. Built-in loud speaker and battery compartment. Accepts 7" x 18" panel. The models illustrated show several products of the EXCEL line, mechanically and acoustically up-to-theminute in every detail. The -EXCEL line is appealing to the customers' -eye, ear and -purst. Your request for a catalog and price list will be given prompt attention. Enterprising dealers will find the EXCEL line well worth investigating. Excel Phonograph Manufacturing Company 402-414 West Erie St., Chieage, HEnois STYLE 2 Gum Mahogany, Golden or Fumed Oak.