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The Music Trade Review
Proper Demonstration of Ampico Records
Big Factor in Increasing Ampico Sales
o Promotion Department Demonstration Plan Adopted by Many Ampico Repre-
sentatives and Proves Its Worth in Actual Selling Practice
K selling of the Ampico, or for that mat-
. ter any similar instrument or product, does
end with the delivery of the instrument
tojthe home and the final payment on the con-
contrary, ultimate success
Others who have installed the special Ampico
record racks include the Looinis Temple of
Music, New Haven, Conn.; the J. S. Reed Piano
Co., Baltimore, Md.; the Bennett Piano Co.,
VVilkes-Barre, Pa.; the M. E. Platt Co., Atlantic
Ampico
Record Room i
Forbes & Wallace,
Springfield,
Mass.
Ampico
Record Room,
Mrs. E. Reinhart's
Sons,
Hazleton, Pa.
depends upon the service that follows, not only
in keeping the piano in proper condition for
constant playing, but in keeping it supplied
with new recordings to maintain the interest
of the owner and his family. It is this service
that follows the sale that makes the Ampico
a permanent advertisement and proves the
strongest means for developing future sales.
As a matter of fact, an official of the Ampico
Corp. was recently credited with the statement
that over 80 per cent of sales for one year
were traced. to interest aroused by observing
the performance of the Ampico in the homes
.of..owners.
It is not sufficient simply to send to customers
regular copies of the Ampico Magazine, issued
.monthly, which presents the new recordings in
the most interesting manner, but steps must
be taken to have those owners hear the new
selections in order that they may have a proper
conception of their musical value. Moreover,
it is necessary, too, for the dealer to carry a
complete stock of records at all times and have
the facilities available for demonstrating.
In order to facilitate this handling and
demonstration of recordings on the part of
the dealer, the Ampico promotion department
lias developed a distinctly practical plan which
has met with enthusiastic approval on the part
of Ampico representatives. The plan includes
the setting aside of a special room for demon-
stration purposes and the installation of
convenient steel racks for the storing of the
record stock in a manner that makes any selec-
tion instantly available. How this plan has
• been taken advantage of by dealers may be
seen from the accompanying illustration, both
successful Ampico record departments. The
first is that of the Ampico record room in
the store of Forbes & Wallace, Springfield,
Mass., and the other the Ampico record room
in the establishment of Mrs. E. Reinhart's Sons,
in Hazleton, Pa.
City, N. J.; A. Hospe Co., Omaha, Neb.; Forbes-
Meagher Music Co., Madison, Wis.; Harry
Parmes, Brooklyn, N. Y., and L. Bamberger
& Co., Newark, N. J.
35 Chicago Dealers Adopt
Advertising Standards
(Continued from page 3)
of a misleading nature relative to the instrument
for sales.
9. "Free"
The word "free" should not be used in mu-
sical instrument advertising unless the article
offered as free can be obtained without any
obligation.
10. Materials
Descriptions of the wood, finish, material and
workmanship should be clear and accurate.
11. Superlatives and Generalities
The use of superlatives and unrestricted state-
ments such as "The Greatest Sensation in Chi-
cago," or "The Most Astonishing Price Reduc-
tion in the History of This City," etc., shall be
avoided.
12. Application of Standards
The foregoing Standards of Practice shall ap-
ply to all advertising such as newspapers, hand-
bills, counter cards, window cards, and any other
form of advertising. Salespeople should be gov-
erned in their sales demonstration by these
same standards.
Recent Additions to Local
Baldwin Go. Sales Staff
L. H. Jacobi, manager of the warerooms of
the Baldwin Piano Co., at 20 East Fifty-fourth
street, New York, has announced the addition
of Frank C. Barber, Paul S. Roberts and Andrew
H. Mangold to the retail staff. Mr. Mangold is
acting in the capacity of special representative
FEBRUARY 26, 1927
of the Baldwin Piano Co. among conservatories,
convents and other institutions. Mr. Barber and
Mr. Roberts, both well known to the local trade,
have been made sales managers with supervision
over a force of outside men.
New Britain Store Gleans
Up in Gibbs Go. Contest
Branch in That City Captures Prizes in Inter-
B/anch Sales Contest by Scoring Eighty-ftv,
Points Out of Possible Hundred
NEW BRITAIN, CONN., February 21.—A- two
months' sales contest conducted by the Gibbis
Piano Co., between the forces of the company's
stores in this city, Springfield and Hartfordj,
was won by the local organization by a tTKFF^iira
of 85 per cent, and the occasion was celebrated
with a banquet at the Hotel Burritt, this city,
when the sales staffs of all the company's stores
gathered for the awarding of. prizes.
The awards in the contest were based on a
number of facts, 35 per cent being credited
for the most sales per man per store; 25 per
cent for the smallest expense; 15 per cent for
the biggest markup; 10 per cent for shortest
terms; 10 per cent for the most cash received
in down payments, and 5 per cent for the most
cash received in cash sales. The New Britain
Mure won on all points but the markup and
was awarded the first three prizes. O. E. Gibbs,
local manager, was presented with a gold watch,
as was John Dubiki, of this city, who won the
individual selling honors.
Those who addressed the banquet included
Arthur E. Gibbs, president of the company; O.
E. Gibbs, New Britain manager, who talked on
"Honesty in Business Is the Best Policy," and
William Mattson, of the Roger Babson Insti-
tute, of Wellesley Hills, Mass., who had for his
subject, "Marketing." Short talks were also
given by various members of the organization.
Fred M. Moyer Purchases
Schoeneberg Music Store
BUCHANAN, MICH., February 21.—Fred M.
Mover has just purchased the music business of
Martin Schoeneberg, which the former oper-
ated for about eight years prior to his with-
drawal from the music field eighteen months
ago. He will conduct the store in the Legion
Building and will handle a complete line of
musical instruments. Mr. Schoeneberg has an-
nounced his intention of returning to St. Joseph
to become identified again with his father's
music store there.
Gulbransen Tie-ups
The Gulbransen Co. has prepared several tie-
up advertisements for dealer use in connection
with the February national advertising with full-
page in the Saturday Evening Post. There is
a strong appeal in the illustration used and in
the headline "Today's Songs—Just hearing them
is not enough. Now you can do what everybody
wants to do—play them for yourself."
Consult the Universal Want Directory of
The Review. In it advertisements are inserted
free of charge for men who desire positions.