The talking machine world (Jan-June 1923)

June 15, 1923 THE TALKING MACHINE WORLD 59 CLEVER DIRECT=BY=MAIL CAMPAIGN Wm. H. Nolan, New Proprietor of Carroll's Music Shop, Gains New Prospects and Promotes Good-will With Patrons of Former Owners Through Letter and Return Postal An unusuall.v clever direct-by-mail campaign was inaugurated by Wm. H. Nolan, who recently purchased Carroll's Music Shop, Victor dealer, 615-17 Oneida street, Appleton, Wis. By means of the mailing of one letter and a return postal card Mr. Nolan notified former patrons of the store that the concern had changed hands, made an attempt to retain their patronage and good-will, discovered which of the former patrons were likely to continue purchases of records and secured the names of new prospects. The letter sent out to former patrons is reproduced herewith and needs no further explanation: "VOU WILL RECEIVE FREE EACH MONTH "A Book about MUSIC— SINGERS— NEW RECORDS. "These booklets are valuable— so will be mailed each month ONLY TO YOU WHO RETURN THIS CARD. You will find the card already stamped for your convenience— just drop it in the box today. "You may be interested to know the 'Carrolls' whose business I just purchased, tell me that it was through the friendship and patronage of such people as you that this delightful store was made possible. "You will still find the same sincere efforts to continue the excellent Victrola Service — and my interest in your Victrola will be just as though I sold it to you personally. So feel free to call upon me for any help I can give in aiding you to get the greatest amount of happiness from the music.Tl instrument you possess. "YOUR PROMPT RETURN OF THIS CARD IS IMPORTANT "And if you will suggest the name or names of some people who do not possess a Victrola — I will indeed appreciate your courtesy. Thanks! "Cordially yours" Accompanying this letter was a special postal card, one side of which contained the name of the concern and on the other was the following: "I will be pleased to receive free each month a book about music, singers, new records." This was followed by the name and address of the customer and below this was space for the entry of names and addresses of friends of the customer who did not own a machine and might be interested, with a heading as follows: "Also, I am glad to give you the following names of people who do not have a Victrola. I prefer you do not use my name." With the exception of the space devoted to new names the card was filled in at the store and the customer to whom it was sent signified his or her desire to receive the record supplements and other literature merely by dropping the card into the mail box. The results were e.Kceilent, both from the standpoint of cards returned and new names secured. In instances where the cards were not returned the way was open for an investigation to discover, if possible, whether the customer had moved or was lost to the store for various other reasons. To make a long story short, the campaign placed the store in a position where it had first-hand knowledge of inestimable value in future mailing operations and sales proinotion work. PRIZE=WINNINQ WINDOW OF CONTEST Display of M. Rappaport's Music Shop Judged Best in New York's Music Week Window Contest, Sponsored by Knickerbocker Co. The window shown herewith won the first prize in the recent Music Week Window Contest conducted by the Knickerbocker Talking Machine Co., Victor distributor. The window The Prize-winning Rappaport Window is that of M. Rappaport's Music Shop, at 8<S0 Westchester avenue, Bronx, New York City. Although there were a large number of particularly fine windows displayed throughout the week, that of Rappaport's Shop, in the estimation of the judges, seemed to stand out as the best of those entered in the contest. As may be seen, the center display card suggested the theme "Build Your Record Library From the Victor Catalog." This theme was well carried out through the introduction of the velvet-carpeted stairs, with records and catalogs alternating in the ascent. The balance of the window was tastefully and excellently arranged with Victor merchandise. In addition to the windows flags and bunting on the outside of the warerooms proclaimed to the neighborhood in general that a Music Week celebration was being held. .-\ sport requiring supreme skill is business. KEEPING DEALERS' TRADE AT HOME How to Overcome Competition of Mail-order Houses— Need of Selling the Neighbors by Various Sales Plans and Advertising Increased sales by mail-order houses in certain localities throughout the country have caused a certain amount of alarm among dealers, particularly those who are prone to "lay down," rather than fight in the face of competition,. A traveling man who is certainly nof in favor of mail-order practices remarked cynically the other day that a great many dealers are stimulating business with the mail-order houses because of their lack of initiative as displayed in their poorly arranged and unattractive stores and windows. Stores of this kind repel, rather than invite, the trade of local people. Now, this is a serious accusation and it is hard to believe that there are talking machine dealers who would be desirous of pleading guilty to any such charge. If any there be it is time to wake up and realize that the arrangement of the store and the clean window with its artistic display, as well as the more general use of advertising in the local papers, are factors (hat contribute materially to the success of the dealer and enable him to compete successfully with the mail-order house by making his neighbors realize that they can buy as cheaply at home as from Ihc mail-order house. ADD A TONE JOBBERS APPOINTED The Unique Reproduction Corp., New York, manufacturer of the Add-A-Tone reproducer, states that its sales have increased steadily the past few months and that a noteworthy feature of its business has been the appointment of quite a number of jobbers in the leading trade centers. These jobbers have placed good-sized orders for immediate delivery and representative dealers in the leading cities are now featuring the ■ Add-A-Tone to advantage. The company's factory is working to capacity to take care of the requirements of its trade and, apparently, the coming Summer season will prove no drawback to its sales. MELODY SHOPPE ADDS SONORA PuNxsUTAWNEY, Pa., Juuc 6. — The Melody Shoppe, one of the leading local music stores, recently secured the Sonora agency and a complete line of these instruments is now on display here. The Melody Shoppe is planning a vigorous sales promotion campai.gn in the interest of the new line. Protective Hardware and Piano Hinge. Tlecorfl Case for 12 Records. Play.? all records, Tone Deflector In Baclc. Spill Need ORO-TONE Porto-Type Leads in its Field So great has been the response to our introduction of this remarkable Porto-Type that we have had to double our daily output. The steadily increasing sale of ORO-TONE Porto-Types is a tribute to the excellent quality of the materials and the high standard of workmanship we maintain. The tone quality compares well with that of large-size machines and, with the many exclusive features not found on other machines, this Porto-Type is meeting a truly remarkable demand wherever displayed. Remarkable Specifications of this Porto-Type CASE is .strong, neat and very compact. MOTOR is mounted In a rigid cast iron frame and plays two records with one winding. TONE ARM and REPRODUCER is the standard OroTone Equipment. RECORD FILING COMPARTMENT holds one dozen ininch records. CONVENIENCE— All records and parts are contained within the Porto-Type. DIMENSIONS: Length. IdV, inches; Width, IVA inches; Height, 7 inches; Weight, 20 pounds. LIST PRICES With Standard Tone Arm Shown oil Machine .S:^5 With Automatic Kquipment ,¥37. -jO V.sual Discount to Responsible Dealers le ^etD^^^teCa. 1000 George St., Chicago, 111. AUTOMATIC TONE ARM 'J'he No. in Automatic Concert Arm. shown above, plays all records and automatieall.v adjusts weights, centers the needle and gives correct ansle wlien pKaying either vertical or lateral-cut records. The price of the Porto-Tvpe, eouippcd mth the automatic arm, is $37.50 List.