The talking machine world (Jan-Mar 1921)

THE TALKING MACHINE WORLD January 15, 1921 | Eight Practical Ideas That Have Helped to [ | Make Talking Machine Sales ■■■■ by Lyne s. Metcalfe | IUU!llllllllllll!lll!ll!llll!l!lll!!lli:illll! No. 1 Rouses Interest With Evening Musicales An Indianapolis dealer sent invitations broadcast to people in his district announcing a "musicale" in his store. The following letter form was adopted: "Dear Madam: — As one who appreciates good music, I request that you attend a free musicale to be held in our store next Wednesday evening, at 8 o'clock. We have just received a new supply of records and will render them on our newest and most improved machine, a phonograph startling in its perfect rendition of vocal and instrumental works; and we trust that you may be among those present. Just a 'get together' on the part of our people who like the best in music. We hope you may be present. Very truly yours, (Signed) ." This invitation was sent out on a special superfine letterhead. Out of 700 invitations, 230 responded. Special arrangements were made to subordinate all commercial or business atmosphere in the store and the finest machine obtainable was utilized for the playing of the records. The first musicale was a success; "three others have been held since, with intervals of two weeks in between and the attendance is constantly growing. It is not a part of the plan to make sales at the time, but to find out those people in the district who like music and whose trade is worth while. It was only by eliminating all trace of "advertising" that the Indianapolis dealer got results. However, three sales were traced to interest aroused by the first musicale and four to that aroused by the second. In addition it brought people into the store and record sales have shown a decided increase ever since the first affair. As a business winner, the making of an event out of a demonstration brought in the bacon. No. 2 A Window Display That Got Results "The talking machine is the only universal instrument — it brings into your parlor every instrument ever invented." A yellow streamer, reading as above, was stretched across a dealer's show window in .Seattle recent^. In the window, resting on a velvet-draped platform, was a fine model of this dealer's leader. Arranged around it, in a semicircle, were various musical instruments, includ llllllllllllllllllllillllllllllllilllllllll ir;g the brass orchestral instruments as well as the violin, guitar, mandolin, harp, 'cello, etc., borrowed from a downtown dealer. From each instrument ran a blue, ribbon to the talking machine. The price of each instrument was given on individual placards, while a large placard, well forward in the window, gave the total value of the instruments, excluding the talking machine. The total was $3,200. "And you could not play them all if you had them in your home," it was stated. "Yet, this talking machine will give you music created by every one or each of these instruments and it costs only $200. And anybody can play it." This sales argument was snappy and to the point It attracted attention and brought sales. This dealer took advantage of the varying public taste concerning musical instruments. He appealed to the likes and dislikes of every person who passed his door. He had a striking argument — the universal ability of the talking machine. No. 3 Issues Manual for Care of Machines A Chicago dealer last Spring issued a small manual, which he distributed among his customers, on the care of machines. It was not only explained that certain things must be done in order to preserve the tone and appearance of the talking machine, but also instructions in case of shipment or when using the machine at Summer resorts and under abnormal conditions. Requests for extra copies of the book gave him some good advertising, even among people whom he had never sold. No. 4 Shows Personal Pictures of Stars A St. Louis dealer secured a series of intimate views of the famous singers, orchestra leaders, etc., who furnish music for the records and had them greatly enlarged. He shows one star at a time, the pictures being mounted on an easel well forward in the window. A placard explains. Some of the features of this pictorial series were: "Madam Schumann-Heink bathing one of her grandchildren. "A good housekeeper, a mother, a grandmother and a nurse as well as a singer. "You can hear her sing if you will step inside." Another read: "Caruso owns 4S0 suits of clothes and keeps two valets busy looking after them. He also has enough walking sticks to supply one for each man in a regiment. Come in now and hear Caruso sing. No obligation. And still another': "Madam Homer sings her children to sleep every night. When she sings for operagoers she gets a thousand dollars a night. • l'X?u can tear her sinS for nothing — just step inside. Introducing the human interest element in the famous record makers attracted widespread attention. Phonograph fans are just as much interested and curious regarding the private lives of the musical stars as movie fans are about the much -advertised and pictured movie stars. No. 5 Increases Record Sales by Calls A great many people, in Winter, hesitate to go out for records, and others, through sickness or business, neglect to look over the new selections though they would do so if they had time. An Omaha dealer takes his sales list and periodically phones talking machine owners asking permission to bring a dozen newly arrived selections' up for demonstration. He "covers" as many as six and eight homes in the course of an evening and many sales result. He gets acquainted with his people in this way and they appreciate the pleasure of hearing the records and the service he thus renders them. In several cases he has managed to interest people in new machines to replace the old ones they have in use. He gets an opportunity to examine every machine in his district, personally, and this information is of great value to him. No. 6 Utilizes Movies to Get Prospects A Baltimore talking machine dealer has found movies of value in developing buyers for machines. A local film company produced a 100foot picture, by trick photography, which brought a big laugh in local theatres and focused the attention of the people on his store. The picture revealed the antics of a dog who hears "his master's voice" in the machine and who tries to jump into it. Great care was taken to get funny expressions on the dog's face. At the end there appeared a picture of the dealer's store and a "close up" view of his leader. No. 7 Dealer Offers to Catalog Records Talking machine owners seldom take the care {Continued on page 6) Reasons Why NYACCO Albums Are the BEST [In Six Chapters] CHAPTER VI The SIXTH consideration in the making of the NYACCO album shows the album all completed. The pockets, made two in one, reinforced into the solid wooden back by the staples, lie perfectly flat, which gives the first attraction when the album is opened. Watch our final issue showing all our six chapters combined into one New York Album & Card Co. Executive Office 23-25 Lispenard St. New York, N. Y. Chicago'Factory 415-17 S. Jefferson St. Chicago, 111. Ask Your Jobber for Genuine NYACCO Albums — Accept no substitute. Distributors throughout U. S.»Write Us for Name & Address of Jobber nearest you.