The talking machine world (Jan-June 1928)

Dramatizing Radio Through the Medium of Displays IT is hardly proper that the merchandising of radio should be considered more difficult than the average product, but I am inclined to believe many dealers consider it such, thinking that because it is comparatively a new industry time has not allowed principles of selling to become thoroughly developed. In the main, I personally believe that radio should be one of the most interesting products to merchandise and yet from general observation its presentation to the public has been abused. Ask the average retailer — "what's wrong with There's a "Window Way" to Sales, Says W. L. Stensgaard, Director of the Display Division of StewartWarner Speedometer Corp. and President of International Association of Displaymen Fun — all regardless of distance. Then, too, at such little cost, and in the very comforts of your own home, in fact there is no end to the points of interest about radio that may be dramatized so as to produce radio sales. The five points listed above become minor difficulties. Present radio to the public, as one of the the radio business?" and the chances are he will reply with one or all of the following five points as the major reasons: 1— The public continues to look for "something new," feeling sure radio is yet undeveloped. 2 — There is a belief among people that radio is something to be enjoyed only a very few months of the year. 3— The market is flooded with "Cut-Price" radio merchandise. 4 — And the cost of rendering service is too great to allow a reasonable profit on the sale. 5 — Or the radio manufacturer has not produced the set to meet requirements of this locality. (Never assuming that his installation could be anything but correct.) And yet how many dealers assume that they are responsible to a great extent for the condition which may exist — usually the buck is passed to where it is thought it would meet the least resistance. Would it not seem wise as dealers to study the why erf such a condition — is it local — is it individual — what is the cure? If it is decided that the condition does lie within the province of the music-radio dealer, how best can it be remedied? That's the first question to answer — when you have done this to your satisfaction, then decide for yourself if such points of interest are properly conveyed to your public. Radio can never be sold merely as "radio" — it must be sold for just what it gives to the listener-in. In brief — Entertainment, Education, News, Sports, Music, sOriable charge — not as a mechanical perfection that can resist all wear and all abuse; as an instrument suited to local conditions — and by study and radio engineering experience you are qualified to meet them — not as a delicate instrument only intended for use under favorable conditions and circumstances. The American public are great believers of what they read and see — they have been taught to believe by "truth in advertising" and "seeing is believing." Knowing this let us begin planning how to present radio to the public. Advertising in the newspapers is essential and should be carefully executed by those experienced so as to bring back the best results possible on the investment made. On advertising you expect to draw business to your store, but are you prepared to "follow through?" When the customer reaches your store does the picture you painted in his mind by words remain the same? Is the radio itself shown in the proper surroundings — does it picture "entertainment" or does it just appear as a piece of furniture, and does it look as though it was worth the price? Unless you have prepared to more vividly portray that picture, which was painted in words in your ad — the customer reaches your store and the enthusiasm is dampened, a greater resistance is set up for the salesman to meet, and this is" one of the greatest reasons for "cutprices." If it looked the value and the initial enthusiasm was followed through — it would also be worth the price — provided of course that the performance was as described. Your window displays are important, and I will venture to say that 85 per cent of the merchants selling radio have not yet capitalized Above: "The Air Theatre" is a display suitable for the average small window, and was done in colorful poster effects with flasher-lighting equipment in the center unit. Right: "The Children's Hour" is dramatically portrayed to the interest of the kiddies in this colorful display. greatest engineering achievements — not as an experiment; as a year 'round source of enjoyment— not as a comfort for winter months; as a standard product of standard price — not as a piece of merchandise of fluctuating, value; as a mechanical devfee that requires service such as does the automobile, for which there' is a rea by dramatizing radio to the thousands who pass their windows. It is a fact that display window circulation is the least expensive advertising medium the average merchant has. Display window advertising is likened unto the national or newspaper advertising — it is not the {Continued on page 27) VAN VEEN SOUNDPROOF BOOTHS The standard for successful Talking Machine demonstration for years. Radio dealers are losing sales without them. Write for particulars and catalogue. VAN VEEN 6c COMPANY, Inc., ™-™j£\3?J?S£i^ Y Ci,y