Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
JUNE 2,
1923
35
THE MUSIC TRADE REVIEW
ELIMINATING DUPLICATIUSAMES FROM MAILING LISTS
"Voice of the Victor" Points Out the Unnecessary Expense Involved in Carelessness in Maintain-
ing the Mailing List in a Neglected Condition and the Way in Which It Lowers Returns
()n numerous occasions The Music Trade mation and data which such a mailing brings
Review lias emphasized, editorially and other- back to you is astonishing. First, you will be
wise, the absolute necessity for the talking able to compile a list of all people who want
machine dealer keeping his mailing list alive you to continue sending them the supplement;
and up to date if he is to get the maximum re- second, you will receive a large number of cor-
sults from that form of solicitation. An inac- rected addresses from people who have re-
curate list represents a distinct burden on the moved to other quarters. Third, you possibly
business, creating an expenditure for print- receive a fair proportion of 'not found,' 'de-
ed matter and postage that does not bring re- ceased,' and 'no such address.' The last-men-
tioned classification also may discover errors
turns in the matter of actual sales.
In connection with the losses suffered, not in your stencils of which you have not been
alone in money, but in prestige, as a result of aware. Fourth, there will be a goodly number
inaccurate and duplicated mailing lists, the who receive but do not answer your card. Some
"Voice of the Victor" has the following per- dealers personally investigate this part of the
list, and the result is very often the rescue of
tinent comments to make:
"Too frequently to make us feel happy over many families from a state of indifference. The
it we receive letters from customers of dealers cure for indifference is suggestion.
in Victor products, complaining that they re-
"The larger you make a poor list the more
ceive three or four supplements a month. These money you are certain to lose every time you
individuals usually want to know whether the have a mailing. Experience has proved that
monthly supplements cost nothing to print or lists may deteriorate as much as 60 per cent
whether dealers revel in enriching the post of- when not overhauled in a year, especially in
fice. Aside from expressing the feeling that metropolitan centers, where there is more fre-
they are being overfed, the writers of the let- quent shifting of the population.
ters deplore the expense which such a waste of
"Your mailing list is part of your advertising
good Victor literature must entail upon both and selling program. Without it you would be
the Victor Co. and the dealers in its products. unable to give all your customers the latest Vic-
"A single Victor supplement in a person's tor news. Without it—you might as well give up
mail is usually received with welcome. A sec- business. It is just as uneconomical to mail to
ond one may flatter, but it also may suggest a half-alive list as it is to drive your delivery
that supplements are cheap. A third annoys, truck with half its cylinders missing.
"Let us suggest that you go over your mail-
and a fourth may even make that person 'take
pen in hand' and complain to us at the Victor ing list now, while the idea is warm. You have
many new customers as the result of your holi-
Co.
"Three or four supplements a month do more day activities and you will need supplements
harm than good. Normally, every one of four to send to each one. Without doubt you will
dealers might receive some of that person's save more than enough supplements through a
business. But, if among them they irritate him, careful revision of your mailing list to send to
all of your new customers.
nobody is likely to get a cent's worth.
"Sometimes, in the liurry of business, things
"There is only one remedy for this condi-
tion, and that is to make sure that everyone so important as this may be passed over. But
who gets a supplement from you wants it. Send they shouldn't be passed over more than once.
a post-card to your mailing list every six Your mailing list is part of your advertising
months, with a return card to be filled out by system, without which you are at a loss to ex-
the recipient. The amount of profitable infor- pand your business."
STAGES "KING TUT" WINDOW
INCREASES TRAVELING STAFF
Wittstcin's Music Shop, New Haven, Conn.,
Sonora dealer, is a keen believer in the value of
attractive window displays and the accompany-
ing illustration, showing a "King Tut" window,
J. J. Denehan and A. J. Wilckens Added to New
York T. M. Co.'s Sales Organization—Both
Are Experienced in Victor Field
Charles B. Mason, sales manager of the New
York Talking Machine Co., New York, Victor
wholesaler, announced recently the appointment
of J. J. Denehan and A. J. Wilckens as members
of the company's sales staff. These additions
to the company's sales force are both experi-
enced, efficient Victor men, who are thoroughly
familiar with the Victor retailers' problems and
who are qualified to co-operate with the trade.
According to Mr. Mason's present plans Mr.
Denehan will visit the trade in New England
and Mr. Wilckens will call on the dealers in
Pennsylvania. In both of these important ter-
ritories the New York Talking Machine Co. has
been making rapid progress and the new men
will, therefore, have ample opportunities to
utilize their previous experience to advantage.
NEW BRUNSWICK SHOP OPENED
Artistic Display by Wittstein's Music Shop
is one of the most effective displays prepared
by this enterprising dealer during the past year.
The Sonora William and Mary De Luxe pe-
riod model is the keynote of the display, being
surrounded by groups of early Egyptian objects
closely allied to the "King Tut" fad. The win-
dow won the attention and approval of all pas-
sers-by and emphatically proved its value from
a publicity standpoint.
John Kaurich has taken on the Columbia
agency at his store at 124 Fifth street, Milwau-
kee, Wis.
Under the management of H. H. Kindelberger
the Brunswick Shop opened recently at 473 Or-
ange street, Roscville, N. J. The Brunswick
machines, Brunswick, Vocalion and Pathe rec-
ords, pianos, sheet music, music rolls and acces-
sories arc handled.
UKRAINIAN CHORUS TO RETURN
It will be good news to lovers of the best
in music to learn that the Ukrainian National
(horns, Brunswick artists, which has been tour-
ing the United States and Mexico this season,
will return again next year.
SELLING MUSICAL
MERCHANDISE
By J. R. FREW
This is a practical book that describes
the methods pursued by a successful
music dealer in conducting his musical
merchandise departments. It covers
every routine problem incident to es-
tablishing and operating a depart-
ment devoted to band and orchestra
instruments.
This branch of the music industry
has had a very prosperous year and
an excellent opportunity awaits other
dealers who take it up. It requires a
small investment, gets quick turnover,
involves no risk and, in addition to
being highly profitable itself, increases
the sale of talking machines, records,
etc., and helps make a given store the
music center of its community.
READ THE CONTENTSof
THIS PRACTICAL BOOK
Chapter
From the Publisher.
Introduction.
PART I
THIS PROBLEM OF BUYING
I. Buying In General.
II. Importance of Quality In Buying.
III. Where to Buy.
IV. Future Buying.
V. Buying for Special Sales.
VI. Some Don'ts for the Buyer.
PART II
THK PROBLEM OF PUBLICITY
VII. Advertising In General.
VIII. Space or Display Advertising.
IX. Advertising by Personal Contact.
X. Advertising Through Service.
XI. Direct and Mail Advertising.
XII. Advertising Through Musical
Attractions.
PART III
THE PROBLEM OF MANAGEMENT
XIII. Management In General.
XIV. Stock Display.
XV. The Care of Stock.
XVI. Inventory and Sales Analysis.
XVII. The Question of Credit.
XVIII. The Repair Department.
XIX. The Value of Co-operation.
PART IV
THE PROBLEM OF SELLING
XX. Selling In General.
XXI. The Sales Organization.
XXII. Psychology of Salesmanship.
XXIII. Collective Selling.
XXIV. Organizing a Band or Orchestra.
XXV. The Used Instrument Problem.
PART V
INSTRUMENTATION
XXVI. Musical Organizations and their
Instrumentation.
XXVII. The Principal Instruments of the
Band and Orchestra Described.
APPENDIX
List of Principal Musical Merchandise
Products
FREE INSPECTION OFFER
Edward Ljrmsn Bill, Inc.
373 Fourth Avenue, New York.
You may send me, on five days' free Inspec-
tion, your book SELLING MUSICAL MER-
CHANDISE. I agree to return It to you
within five days, or remit $2.00
Name
Address
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