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THE
VOL. 85. No. 13
REVIEW
Published Weekly.
Federated Business Publications, Inc., 420 Lexington Ave., New York, N. Y., Sept. 2 4 , 1 9 2 7
Sln
% o c o°per
This Music Counter
Sells Pianos
Mance Bros., Inc., in New Haven, Utilize
Appeal of Sheet Music Department to
Gain Contact With Students and Teachers
his sheet music divis-
ion as "W. J. Perks'
Music Department at
C h i c k e r i ngs." Mr.
Perks' sales ability in
k e e p i n g a steady
stream of pupils and
teachers coming to
the music counter, has
convinced Mance that
Perks' personality is
the gateway to at least
fifty per cent of his
piano sales.
With the moving
into larger quarters
the president allotted
the entire wall space
of one ' side of his
seventy-five foot deep
store for sheet music
Sheet Music Section, in Store of Mance Bros., Inc.
alone. In keeping with
OR eight years Mance Bros., piano dealers his idea of placing Perks' name before his cus-
of New Haven, Conn., have been gradually tomers and prospects,, Mance recently mailed
developing a large business through the 1,100 letters announcing that W. J. Perks would
pulling power of two exceptional advertising personally take over -the management of the
mediums. They gauge the success of their ad- music department. The department to be named
vertising ideas through the fact that they after the salesman. The letter read:
douBled their display room on July 1st, by tak- Mance Brothers, Inc.,1
Chickering Warerooms
•
ing over the adjoining store on Orange street.
160 Orange .Street
Briefly their advertising methods consist of
New Haven, Conn.
publishing an elaborate twelve-page book, seven
We wish to announce to our many friends
by ten inches, entitled "Harmony in. the.
that our Music Dept. has been taken over by
Home," distributed every three months to their
W. J. Perks. This Dept. will run under
prospect list of 1,100 names; secondly, and most
effective of the two,' is advertising the personal- ' his supervision and we know that prompt and
efficient service will be given.
ity of their music department manager, W. J.
The department'has been greatly enlarged and
Perks. Mr. Perks' popularity among school
will cater to the teaching trade.
teachers and pupils of New Haven has been
May we depend on your cooperation?
largely responsible for making the Chickering
Chickering Warerooms,'
wareroorhs, as Mance Bros, store is called,'one
H. K. Mance, Pres.
of the leading sheet music stores in the com-
, Another method of keeping- Perks' .name con-
munity..
..
H. K. Mance, president, considers the cost of stantly before the teachers and pupils of New
advertising secondary in placing Perks' name be- Haven, is the mailing of a pad of music order
fore his prospects by continuously broadcasting blanks to teachers in the community with^a
F
caption reading "W. J. Perks' Music Department
at Chickerings." A pad of fifty blanks is sent
to each teacher monthly.
W. J. Perks' Music Dept.
At Chickerings
Teachers' Order Blank
Pupil's Name
Address
Please obtain from W. J. Perks' Music Dept.,
at 160 Orange St., between Chapel and Court
Sts., New Haven, music as follows:
i
Instructor
The use of this form entitles the pupil to a
special discount on all music. Besides stimulat-
ing the music sales, the practice of circulating
the teachers' order blanks arouses a certain
amount of confidence on the part of the pupils
in having Perks' Music Department personally
recommended by their teachers.
"Mr. Mance's idea of using my name in con-
nection with his music department gives me full
sway to continue building up a department that
took me six years to develop," said Mr. Perks.
According to Perks, attaching the title of a
department after the name of the salesman
handling that division has a twofold result.
"Giving the department my name naturally gives
me personal pride and encourages every effort
on my part to increase sales volume. On the
other hand, it also helps my employer by de-
veloping a certain intimacy that gives cus-
tomers the opinion they know the music de-
partment manager personally and will therefore
get special attention."
Perks' social connections combined with an
attractive personality has helped him attract a
trade that keeps him and an assistant busy
handling sheet, music alone. Mr. Mance does
not hesitate to admit that a good share of the
entire piano business comes through the sheet
music department of Perks'.
A continued appeal to teachers and children is
(Continued on page 7)