The talking machine world (Jan-June 1925)

22 THE TALKING MACHINE WORLD January 15, 1925 Mail Drive Sells 250 Machines in a Year Consistent Direct Mail Campaign of Gallup & Alfred and System of Follow Up of Prospects Found Best Method of Boosting Sales When planning their sales promotion campaigns talking machine dealers often overlook the possibilities of boosting sales volume through direct mail publicity and presentation of the sales argument. That direct mail, properly prepared and distributed, is a thoroughly effective way of securing new business and retaining the patronage of old customers, as well as building up and keeping alive the prospect list has been demonstrated by live retail concerns in practically every line of business, and nowhere has it been found more productive of results than when used by progressive talking machine dealers. How Gallup & Alfred Use Direct Mail A retailer of this character is the firm of Gallup & Alfred, of Hartford, Conn., which utilizes several new twists to direct mail sales promotion. This concern has a mailing list of approximately 10,000 names and, during the year just oast, mailed in the neighborhood of 100,000 pieces. This intensive drive, supplemented by canvassing and outside follow-up of prospects thus secured, resulted in placing 250 talking machines in the homes of the people in Hartford and surrounding communities, including the rural districts. Of this number between 80 and 90 per cent remained sold. Another important feature of the drive was that instruments were placed only with people who were found to be responsible from the credit standpoint. This is very important as it is not a difficult matter to dispose of instruments to people who are far from responsible financially, resulting in collection trouble and repossession and, in the last analysis, loss of profits. 50 Per Cent Direct Mail Return A 50 per cent return on a piece of direct mail is truly remarkable, especially when it is considered that in 90 per cent of the number of replies an instrument was placed in the home for demonstration, and of this number 50 per cent remained sold. The following letter, which may be adopted by dealers in almost any community, accomplished this result: "Dear Customer — I am hereby offering you a remarkable chance to greatly increase your library of records for your phonograph, at no expense to you. "Among your friends and acquaintances there must be someone who has expressed a desire to own a phonograph like the one you have. I want to learn of these people, so that I can offer them a free, three-day demonstration of either the new Edison, the Brunswick, or the Brunswick-Radiola. "A stamped reply envelope is inclosed. Will you kindly list on the accompanying card the names and addresses of those whom you believe will appreciate the chance of the home trial? Then I will call on them and offer to place any of the above-named instruments in their homes on demonstration. If a sale results from this, you are entitled to select any five records you like from either the Edison or Brunswick catalog, as a recompense to you for your kindness. "May I have an early reply? Cordially, M. P. Jackson." This letter was mailed only to customers and the number of replies indicates how eager they were to secure the records. Prospects secured were immediately followed up by Mr. Jackson, manager of the phonograph department, and his assistant. Instruments were loaded into a truck and the homes were visited, with the result mentioned above. Selling Demonstration by Mail Direct mail has been found effective in selling prospects on the idea of home demonstration of a phonograph. Recently in connection with a drive on Edison phonographs Mr. Jackson sent out the following letter: "Dear Friend — iWe believe that practically everyone loves music. Acting on this belief, we are planning to introduce a model of THE NEW EDISON PHONOGRAPH into every home in the State where real music is enjoyed, on a free three-day trial plan, during which we will prove that THE NEW EDISON PHONOGRAPH is the World's only re-creator of music. The mechanical and scientific advancement that is embodied in THE NEW EDISON PHONOGRAPH makes its performance one of much wonder and amazement to one who is not familiar with the tone of the New Edison. "The plan is very simple. You will find with this letter a catalog showing all models of the New Edison that we carry in stock. Other models can . be had upward in price to $5,500. We want you to select from the catalog the Edison model that pleases you in the point of appearance and furniture value. We will deliver the model you select to your home, with a fine set of records, comprising every type of music. After that, for THREE DAYS, YOU ALONE are to be the judge as to whether or not The New Edison Phonograph is the best you have ever heard. "We will gladly arrange convenient monthly payments if you do not want to pay cash. Read the first page in the catalog. It tells what to expect of the Edison. Its diamond point, non-breakable records, automatic tone arm feed, long playing records (a twelve-inch Edison record' plays about 8 minutes to a side), universal playing, using EVERY make of record, and other features, will interest you. The writer will explain these on delivery of the instrument. Take advantage of this offer. You have nothing to lose, and much to gain. This free trial will make your phonograph buying safe. Reply envelope is inclosed. Cordially, Gallup & Alfred, Inc., per M. P. Jackson, Edison Dept." Follow-Up of Direct Mail Returns The important consideration in making the direct mail drive for business a success, according to Mr. Jackson, is the vigorous follow-up of prospects secured in this manner. As has been mentioned, Mr. Jackson loses no time in getting to the prospect's home with an instrument, which once placed in the house is very likely to remain there. Gallup & Alfred cover the entire State in their efforts to secure business. In the rural districts house-to-house canvassing is resorted to with excellent and profitable results. In view of the fact that many of the company's customers are located miles from the store each is given a small booklet in which are recorded the payments as they are made. The customer is requested to mail his booklet to the store with money order or check as each payment falls due. After the payment has been recorded in the book it is returned to the customer. This eliminates the necessity of employing profit-eating collectors and the expense of travel. Delays in payments are few and far between and repossessions are conspicuous by their absence because great care is exercised in selling phonographs only to people who are financially responsible and who are good credit risks. • Additions to the David Grimes Organization G. McK. Douglas, formerly associated with the Radio Corp. of America, is now representing David Grimes, Inc., in Southwestern territory, making his headquarters in Houston, Tex. David Grimes, Inc., has also appointed N. D. Furnadjieff as manager of Middle West territory, making his headquarters in Chicago, and Elmer B. Everiss, of East Orange, N. J., has been added to the Grimes local service department. Helene Celeste R. McConnell has been appointed manager of the personal service advertising department of David Grimes, Inc., and will make her headquarters in the executive offices of the company in New York City. Dunlap Holds Opening Ossining, N. Y., January 6. — The new talking machine store of R. P. Dunlap was opened here recently with appropriate ceremonies. A series of concerts were given, which were attended by hundreds of people living in this city and vicinity. The new store is complete in its appointments and in the stock carried. H. M. Brown, sales promotion manager of C. Bruno & Son; E. S. Palmer, of the Blackman Talking Machine Co., and Art W. Deas, Jr., of the Victor Co., were in attendance. COTTON FLOCKS . . FOR . . Record Manufacturing THE PECKHAM MFG. CO., S?^Ke3! How many horn type talking machines do you still sell? ^J^qj* Speaker Lamp [Patents Pending] is changing the complexion of Radio sales — especially among the better class musical stores — in exactly the same manner as did the introduction of the cabinet type talking machine. Yet it 's logical ! Who wouldn't prefer an exquisite table lamp of such a high character — a lamp which serves both the purpose of an electric lamp and a loud speaker — rather than to be faced with the necessity of sitting directly before an awkward, ugly, unsightly black horn in order to hear distinctly ? Thor Speaker Lamp is the original combination loud speaker and eledtric lamp. All others are imitations. It is gracefully proportioned — handsomely made and sold on sound, merchandising principles. All the better musical houses on the Pacific Coast realized its tremendous sales possibilities during the present Christmas season — just as you will, too, once you display one in your store.. Thor Speaker Lamp has ample volume for dancing, or for entertaining — without anyone being compelled to sit directly in front of it. It comes with either parchment and any color silk shades — lists for no more than the ordinary horn type speakers ($35 Table Model) and allows the dealer a handsome margin of profit. Full details regarding dealer and jobber franchises upon request. Begin the ~New Year right — Order Thor Speaker Lamps today. THOR Radio Division of the GOLDEN GATE BRASS MANUFACTURING CO. 1239-1243 SUTTER STREET SAN FRANCISCO (123)