The talking machine world (Jan-June 1922)

February 15, 1922 THE TALKING MACHINE WORLD 121 fiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii A DEPARTMENT DEVOTED TO PROMOTING RETAIL SALES Enterprise Is What Will Count THERE'S a fascination about numbers, and here's a way to use them for the benefit of your cash register. Take the number only of a new record you wish to feature — for example, such as "66014." Get a local showcard writer to fix up this number in the exact style of an automobile license of your State — same colors, same lettering and all. Put one in your window, with no explanation, one near the front of your store, and one in each record booth. People seeing the license "66014" in your window will wonder what it is. When they see it the second time inside your store they'll wonder still more, and the third time they'll ask your salesman, "What does '66014' mean?" Then he comes back with "Oh, that's the greatest record hit you ever heard, 66014. The title is '01' Carlina'." (Use popular numbers only.) At reasonable time intervals feature a different record number in the same way. You'll sell records and start people talking, because curiosity is a great moving force. A LEADING dealer of New York has had much success with a window display which takes the form of an entertainment program for the current week. A handsome, permanent frame encloses a changeable card, on which is lettered "Entertainment Program For This Week." Then follows a list of ten records, beginning with an overture or other appropriate number, then a soprano record, a violin selection, a baritone solo, an orchestra record, and so forth — varying the records so as to form a suitable program. The manager of the store says that many people come to the store without any definite record in mind, and they are given a suggestion by the list shown in his window. He chooses records of which he has an ample stock, and in this way is able to get rid of records which otherwise might remain on his shelves. After the sign is removed and a new one inserted the old sign is displayed on the counters inside the store and continues to create sales. The frame enclosing the sign includes electric lights, which are illuminated at night. DON'T forget that the thing you are selling to the people is "music," and everything which helps to sell them the idea of music is helping your business as well. Many famous writers, poets and philosophers have expressed themselves on the subject of music in quotable phrases. Select a half dozen of these musical mottoes, have them lettered attractively by your local showcard writer and frame them. They may then be hung on the walls of your store, in the record booths, or occasionally displayed in your window. Any good bookstore can furnish you with a volume of musical quotations. CLIP out the manufacturer's advertisements of national character bearing on your talking machine or records. Mount them on sheets. of black paper, and display them on your counters or in your record booths. Many of these ads are in colors, and all are extremely useful in helping to impress upon your customers the prestige of your line. Customers like to feel that the instrument or records they are buying are nationally known and accepted as leaders. These attractive and inexpensive counter-cards and hangers will strengthen your selling talk enormously. * * * EVERY dealer has had trouble in cold weather on account of a coating of frost forming on his display windows, thus temporarily destroying their value. The cause of this is the unequal temperature on the opposite sides of the window, and it can be corrected by the right kind of ventilation. Warm air carries more water than cold air and when it comes in contact with the cold window-pane its water vapor deposits on the glass and immediately freezes. The remedy is to keep the temperature on both sides of the window approximately the same. If no ventilation was provided when your windows were built a successful solution is to bore a row of halfinch holes at the top of the window and another at the bottom. This will allow sufficient air to pass over the inner surface of the glass. A metal tube should be inserted in these holes to make them more sightlv. There should also be a filter or fine wire cloth to prevent dust and dirt from blowing in off the street. Tn warm weather clog? may be placed in the tubes to keep out all dust. ANEW ENGLAND dealer has been successful in selling talking machines to photographers for use in their studios. His sales argument is that most people come to the studio with an expression far from that which the photographer would prefer to appear on the photographic plate. But if the camera man puts on a record of a type suitable for the client and lets its strains be heard while the client is getting ready to have his picture taken the right expression is forthcoming and the photograph stands a much better chance of being successful. This plan, he claims, works equally as well for children as for older people. * * * THERE are many dealers who are taking advantage of the plan of keeping track of requests for records which are out of stock, then selling the record when it comes in. The plan is operated as follows : If a customer asks for a record which is not in stock he is given a printed card on which there is a space where he can insert the number of the record he wants, also its name, and his own name and address, and the date. On the same side of the card there are three spaces headed "Notice Sent," "Hold Until" and "Record Claimed." This card is kept on file. As soon as the record is in stock a notice is sent as follows : "Your record is here. We have just received a supply of Record No. ■ ■. One of them is being reserved for you and will be held for three days." The date when this notice was sent is entered on the card in the file. When the record is claimed another check is made on the card and this completes the transaction. One retailer in New York City reports that its file of record requests never numbers less than a thousand, and these records are as good as sold. The filing system is handled by one young lady who devotes part of the quiet morning hours to this work. * * * IN some modern talking machine booths a bench is built along the rear wall. When upholstered and covered with tapestry it makes a comfortable, attractive seat, which will hold three people without crowding, yet takes much less space than three chairs. * * * IF your window has a dark background yon can secure a very striking effect by adapting the principle illustrated by the dress shirtfront, which, being a gleaming white, stands out against its dark frame like the headlight of an engine. Get half a dozen pieces of white cardboard 14x20 inches in size. A border of gold and red will enrich these cards. In the center at the top of each card fasten the record you wish to display. Below it paint a red star outlined in gold, and at the bottom of the card show the title of the record. Half a dozen of these set in your window in a semi-circle, with no other wording or signs to distract attention, and no other white surfaces to compete with them, will give you a window that will stop the crowds and make them look. * * * SUCCESSFUL selling comes from giving your customer a favorable impression, and often a very little thing will go a long way toward giving the impression you desire. A small article that counts a lot is a coat tree in one corner of each record booth. During Winter, when heavy wraps are worn, your store guests are likely to make short calls unless you can get them to remove coats and wraps, and your coat tree gives you an excellent excuse. Moreover, your patrons are impressed by your hospitality and your evident consideration for their comfort and convenience. And this attitude means that you will make regular customers out. of all the new ones .that drift in. Don't neglect the little things. They mark the difference between success and mediocrity. FOR Washington's Birthday, cover the floor of your window with white crepe paper. Upon a raised mount to one side of the window, place a small cherry tree and a little hatchet ( these may be purchased at any souvenir store). At the opposite side of the window group several records on racks so that their labels show. Place a card under the cherrv tree and hatchet bearing the words "Symbols of a Great Patriot." Place another card under the records bearing the words "Symbols of a Good Time." Decorate the back of your window with red, white and blue crepe paper, or any other type of patriotic material. , EDITOR'S NOTE — Mr. Gordon will publish on this page any good ideas submitted by you for the benefit of the trade, and will also answer any questions you ash him concerning merchandising problems. Use this department as much as you like. It is intended to serve you — to be a forum for the discussion and exchange of ideas of interest.