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THE
REVIEW
VOL. LXXXI. No. 15 Published Every Saturday. Edward Lyman Bill, Inc., 383 Madison Ave., New York, N. Y. Oct. 10, 1925
8ln<
gJJ o K >r " Y° e ^ enti
Enlisting the Music Teacher in the
Music Merchant's Interest
An Advertising Campaign Recently Carried Out by the Pierce-Goodell Piano Co. of Beaumont, Tex., in
Which the Aid of the Music Teacher and the Directors of the Local Schools Was Sought and
Obtained—Large Space Plus Local Endorsements Meant Large Sales to This House
N every line of business the value of the campaign was designed particularly to encour-
local endorsement as a means of building up age the purchase of pianos for the use of chil-
confidence of interest and confidence in the dren in their home studies, and was timed
product offered is recognized. The fact that appropriately with the beginning of the new
school year.
Bill Jones in Portland, Ore., found a hair tonic
or a new furnace satisfactory does not
impress the reader in Boston half so
much as the fact that a neighbor in
the next street comes forward with
Indorse "Music in Every Home" Movement of the Pierce-Goodell Piano Co.
the same endorsement. He feels that
Read What They Have to Say,
he knows his neighbor, can communi-
cate directly with him as to the
authenticity of the testimonial and
can have confidence in what he says.
This idea of the local endorsement
has already been adopted most suc-
cessfully by progressive piano houses
in a number of cities of the country
who have realized that, although the
fact that some great pianist uses a
Mr. r
;
certain instrument in concert may
Hn.Lt.M.
prove impressive to the average lay-
man, more confidence is felt in the
statement of the local music teacher,
Prepare Them Now for the Education Complete
known personally, that the instrument
is properly made, has a good tune and
TUNE IN WITH THEIR SCHOOL
is worthy of a place in the home.
There is a certain confidence in know-
ing that a certain instrument or a cer-
•to. D. HaiWaM
tain product stands well with one's
Make America Musical—Have Music in Your Home
neighbors. Also the endorsement of
Thi. S.U Include. UM Folltmrnc Muke. of Pi*no«l
a local celebrity is by the nature of
MATHUSHEK, KNABE, KOHLER and CAMPBELL, BRAMBACH,
things more valuable than the en-
dorsement of some figure of interna-
GULBRANSEN, BIDDLE, HA1NES BROS., H. G. JOHNSON
ato-R. J. Laaha«
tional importance whose name repre-
TaaeW af Kan»
GRANDS
ITMEllMSt.
sents nothing tangible in- the eves of
$450
the local prospect.
THIS IS
Although this local endorsement
idea has been worked out quite suc-
YOUR
cessfully on a number of occasions, to
the Pierce-Goodell Piano Co., Beau-
mont, Tex., belongs the credit for
carrying on an extensive advertising
campaign on that basis, a campaign
PIANO CO. ——
that has exceeded in size and scope
anything heretofore attempted of this
One of the Advertisements in the Campaign
type.
In the course of the campaign large space,
During the entire month of September the running from a half to a full page, was used
company used the newspapers of Beaumont and frequently. In one advertisement the portraits
neighboring cities emphasizing the slogan of four of the officials of the South Park Col-
"Music in Every Home," and featuring the en- lege and High School were featured, together
dorsement of the idea by leading local edu- with a letter from the president of the college
cators, including many music teachers. The complimenting the Pierce-Goodell Co. on its
I
"Music in Every Home" publicity campaign.
Another advertisement, occupying over a half
page, presented pictures of fourteen of the ele-
mentary and high schools of Beaumont, to-
gether with a letter of congratulation on the
company's policy from M. E. Moore,
superintendent of the Beaumont City
Schools. Still another pictured a
group of public and high schools of
the city and included a copy of a
complimentary letter from Mrs. Lena
Milan, Supervisor of Music of the
Beaumont schools.
Similar advertisements featured en-
dorsements by the school authorities
and educators of Orange, Pont Arthur
and other neighboring cities. The
advertisements were large enough and
particularly well conceived to attract
immediate attention and the endorse-
ment of the company's idea of music
in every home by the several groups
of educators made a strong impres-
sion on the public and led directly
to a very substantial number of sales.
Particular attention was given to
the local music teachers to whom the
plan was explained in detail and who,
to the number of over thirty, signed a
testimonial letter in endorsement
thereof. This letter was reproduced
in a special advertisement, the borders
of which, as the accompanying repro-
duction shows, were made up of small
cards giving the name, address and
telephone number of each teacher as
well as the sort of instruction offered,
whether voice, piano, violin, etc.
This featuring of the teachers
proved particularly effective, for, in
giving them publicity in its advertis-
ing, the company developed a spirit
of good will that has already mani-
fested itself profitably on several oc-
casions.
Inasmuch as the campaign included
close to a dozen advertisements, run at short in-
tervals throughout the entire month, it made a
strong, lasting impression on the public. In most
of the advertisements a list of instrument han-
dled by the Pierce-Goodell Co. was published,
together with the minimum price at which such
(Continued on page 9)
Music Teachers of Port Arthur
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UNLESS r*w cttMrtm ha-j< • knawMf* of Matvic tbvii •dvcation will fA lm compUta (nouat. t« c»t»p rt *
Mr. Caa.
Yaw Sdtaol EaceutivM art vary much in favor of the "MUSK IN EVERY HOME" w i IralM. M JNW afab-
aUt hava ah-aady notictd thraufh thair haarty cndonarr>ar.| la > praafoua ad.
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P.nr
M n . O. E. Bandr
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our Urea .lock of htiu rrade Piano. »tuck ata bainf oKarad at altra kw pricaa. D i r a f uau aala >u ka-a
T c a r W af Piano
mada many chflaWa nappy—Why not Wt M include your childrau in Oai* ereal moeiry earinf opportiaarty?
PIERCE-
GOODELL
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