The talking machine world (Jan-June 1923)

22 THE TALKING MACHINE WORLD April 15, 1923 est Practical Suggestions for Putting Over a | Mothers' Day Sales Campaign By w. bhss stoddard | Was there ever anybody so unselfish as mo'ther? Was there ever anybody who took more delight in sharing her pleasure with others? Such being the case, could there be any more appropriate gift for her on her own special day (May 13, this year) than a talking machine, with a collection of records embracing the songs that were popular when she was a girl, a few opera selections, a few hymns and some of the best modern music? It will give pleasure not only to her, but to the entire family, because of the educative and stimulative influence of music. This is the idea that every dealer should endeavor to put over for the first two weeks in May — and it will not do any hurt to start the publicity campaign a little earlier than this, for the selection of a phonograph often requires much thought, and its purchase cannot be decided upon in a single day. The Starr Piano Co., Los Angeles, Cal., ran a regular series of ads along this line. One of them showed a father, mother and several children gathered around a grate fire, while close at hand was a talking machine. This ad was captioned: |iiiiiiiiiiiiiiiiiiiiiii;iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin I THE BEST OF ALL GIFTS FOR MOTHER i p is the gift that can be used every day in the = g weeV and one which is enjoyed by every member g S of the family. The phonograph is a bond to hold = ^ the entire family together. We will gladly ar 1 M range such terms that to surprise Mother next ; . g Sunday — Mothers' Day — can be made a perpetual 1 g reminder of your affection for her. 1 iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^^ This ad was changed every day, but all of the announcements suggested the advisability of a phonograph for mother on her day. Then, the Friday previous to Mothers' Day, they came out with an ad having a border of records, and this was headed: IIIIIIIIIIIIIIIIHIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIH^ I GLADDEN MOTHER'S HEART | I ON MOTHERS' DAY WITH THESE RECORDS | = (Then followed an enumeration of some old 1 _ favorites and a choice selection of some newly _i released records.) The ad concluded: § M Special Mothers' Day program tomorrow — Come g g in and hear the old songs sung by the sweetest M g singers of the day. ^ iiiiiiiiiiiiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^^ A young woman in white uniform stood at the entrance of the store on Saturday and handed to each who entered a program of the day's music, the front page adorned with a picture of Whistler's Mother, and also — for remembrance— a long-stemmed white carnation. These flowers, in particular, created much good-will and the fragrant white souvenirs were mentioned in the news notes of the daily papers. In keeping with the spirit of the day a grayhaired, matronly woman acted as demonstrator, and as each selection was placed on the machine she gave a little talk regarding the song or its composer, so that each possessed a personal interest for the audience. There were two concerts in the morning and three in the afternoon, with intervals between them for sales and the demonstrating of special records anyone might wish to hear. The Barnes Music Co., Los Angeles, Cal., had its Mothers' Day campaign in full swing for nearly a month before the event. The company's ad showed the cut of a mother reading a note that accompanied the gift of a phono SELF-SELLING to MUSIC LOVERS The Violin Spruce Reproducer creates business wherever demonstrated. Dealers who sell it know that it is here to stay. No other reproducer equals the Violin Spruce Reproducer for purity and sweetness of tone, and for the elimination of metallic harshness. Everyone recognizes its superiority on first hearing. All phonographs are improved by its use — all records sound better. Our new Edison Violin Spruce Reproducer brings out the full possibilities of lateral cut records on Edison instruments. A great field is open here. You can't afford to overlook the wonderful possibilities presented by the Violin Spruce Reproducer. A trial will convince and delight you. Here's a real business opportunity. Write Today For Full Information Retails for $7.50 (Usual Dealer's Discount) THE DIAPHRAGM COMPANY 5005 Euclid Avenue, CLEVELAND, OHIO Violiii Spmee Diaphr a^iti graph, which was shown partially unpacked close by. It was captioned: giiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii I LET MOTHER HEAR | I HOW MUCH YOU LOVE HER | 1 Never did "Say It With Music" mean so much g 1 as now, when your message of love and thought g i fulness can be said over and over in the sweet g 1 est language ever uttered — the tones of a Vic g g trola or a Brunswick. 1 I Special Mothers' Day terms. Ask about | m our Mothers' Day Club. g 1 Your name g g Address s I Send for full information. g illlllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllUinilllllllUIIIIUIIIIIIIIIIIIIII"!!!!"^ illllllllllllli^ They complemented this newspaper ad with a striking window display. At one end was a lifesize cut-out of a gray-haired woman, and at the other was an actual phonograph. On an easel in the center was a very large calendar of the month of May and in this the 13th was encircled by a narrow red ribbon, which extended to a card on a smaller easel nearer the front "Mothers' Day— May 13th." A big card in front of the cardboard figure advised: m iiiiiiiiiiiiiiiiiiiiiiiiiii nil iiiiiiiiiiii iiiiiiii iiiiiiiiiii iiiuiiiii ii"i">i'i> iiiiiiiiiiHiiiiiii I MOTHERS' DAY CLUB | I Brings Her a Wonderful Gift on Her Special Day. g 1 Here is a remarkable club, formed to make mothers M I happy on MOTHERS' DAY— May 13th. Anyone | g can join it. 1 I MEMBERSHIP COSTS ONLY $2.50 | 1 Call in at our store or telephone us and we will g I gladly give all particulars. The plan is unique — m i iirepared for this day. g I BUT YOU MUST COME EARLY | I To be sure of getting the instrument you want — | g come at once. g iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiii" I I Ill iiiiniuiiiiiiiiiiiiiiiiiiiil One of the most novel methods of calling attention to its instruments was employed by the Birch-Smith Co., who had a Mothers' Day party on Saturday, May 5, a week before Mothers' Day. Special invitations were sent to a immber of its patrons who were known to be mothers, and a general invitation extended through the newspapers to all bona fide mothers 10 attend a reception and concert at the sales salons on the date mentioned. All mothers attending were given a corsage bouquet and coffee and wafers were dispensed throughout the afternoon, three stylishly gowned, matronly looking women acting as hostesses. Each mother at the time she was given her bouquet was also handed a numbered card and later in the afternoon, at the conclusion of the concert and tea, a number was drawn from a hat and the woman holding the lucky card was presented with a handsome talking machine free of charge. The firm considered it one of the best bits of publicity it had ever undertaken, as the story \va.s written up in the papers and received frontpage space. The machine was also placed on exhibition in the window with a card: giiiiiniiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiu^ 1 No. 79 won this handsome machine. ■ S M It may cost you a little more to secure such g g a one for yourself, but you. will be just as lucky g g once it is installed in your home, as it will fur g g nish pleasure for Mother and all the rest of the g g family for many years to come. g fiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiii IIIIIIIIIIII nil Ill iiiiiiiii NEW GRANBY MODELS IN DEMAND Last of Five New Consoles Will Be on Market by May 1 — Excellent Business Results Newport News, Va., April 6. — By May 1 it is , expected that the last of the new five console models of the Granby phonograph will have been placed on the market by the Granby Mfg. Corp., of this city. The line will then consist of five console models and two uprights, and offers a varied selection in design and finish and a range of list prices from $100 to $350. Both the headquarters in this city and the various branch oflfices report good business.