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Census Measures
Market
Business
J. DOUGHERTY
in favor of the piano, and 41 for the talking
machine. Hut in answer to the question which
instrument would you prefer to keep if you
had to dispose of all but one, 91 voted for the
piano, with 84 in favor of the radio, and 26 for
the talking machine. The harmonica polled one
vote, and the violin 3.
The census covering the number of musical
instruments in homes showed 163 radios, 153
pianos and 159 talking machines.
All in all, this Andrews plan has proved itself
to be a most successful method for taking retail
market measurements. Seldom do retail institu-
tions in the music trade carry out such a scien-
tific survey of the musical potentialities of a
community. The plan is simple, yet exceed-
ingly thorough and effective, and can be made
to produce the desired information in practically
any community.
Taking the approximate population of Char-
lotte and its surrounding districts as 46,338, Mr.
Andrews developed first of all a substantial
mailing list, aimed to reach the majority of
homes in the section.
His next step was to send out a post card
asking for certain information on the general
subject of The Musical Instrument in the
Home. Nothing appeared on this card to in-
dicate that it came from any commercial source
—and in this respect Mr. Andrews observed a
very important factor that is so vital to the
success of any questionnaire canvass.
Each card sent out from the Andrews store
was identified with a key number, recorded at
the offices, so that when the card was returned
it was an easy matter to ascertain the name and
address of the sender. In this way the An-
drews organization has an intimate analysis of
the musical instrument equipment as well as the
preferences of every member of all families
where a card was sent in.
It is needless to say that with this accumula-
tion of vital information the sales organization
of the Andrews store will immediate inaugu-
rate an intensive selling campaign, one erected
on the foundation established by this census.
A personal letter was sent to each home and
with it was enclosed one of the census cards,
asking for specific information. This letter was
sent out in the name of an individual, hence it
was disrobed of any commercial flavor. It
r e a d as fol-
lows:
"My
dear
Mr. Jones:
The Andrews Store and a Sample of the Large Number of Cards It Received
"You can be
In the Census Campaign
of material as-
sistance to me
me will be of material assistance in gathering
in giving me the benefit of your experience.
this information.
"There has been much discussion of late as
"Don't bother signing your name, just check
to the value of music in the home—the relative
the questions asked and mail as soon as pos-
importance, for instance, of the radio, the talk-
sible.
ing machine, the piano and other musical in-
"I'd be glad to be of service to you any time
struments.
—in any way that I possibly can."
"You will help me by checking the enclosed
Each card was given a key number and listed
at the mailing headquarters, so that every re-
turned card was easily identified.
Getting the Facts
r 1
T HE modern method of conducting a
retuil business has been elevated to such
a scientific plane that no enterprise can pos-
sibly achieve a notable degree of results
unless this is very religiously observed. The
measurement of a retail market, for in-
stance, has resolved itself into a scientific
study of a community. Careful business
men are laying increasing stress upon the
need of reseurch work in the various phases
of the public's desires and fancies. This is
the modern way of doing business. The
application of the yardstick of careful meas-
urement, which eliminates much of the
guesswork as to ivhat the public wants and
will buy, or is in a mood to buy. And this
is exactly what the Andrews Music House,
of Charlotte, IS. C, the oldest music store
in that State, has done. A musical census
of the community was undertaken, with the
result that some very interesting statistics
und information relative to the Musical
Instrument in the Home huve been un-
eurthed. It will pay every music merchant
the country over to read this valuable
presentment.—EDITOR'S NOTK.
postal questionnaire—it will take but a minute
of your time and yet the information a select
group of other representative people can give
A Return of 35 Per Cent
Mr. Andrews reports that there was a 35 per
cent return of these cards, coming from the
most substantial homes of the community.
Statement by Mr. Andrews
In a statement to The Review Mr. Andrews
expressed himself as being immensely pleased
with the results obtained from his question-
naire canvass of the Charlotte district.
"As is shown by the details set forth in this
article we have accomplished our initial aim,
that of obtaining certain specific information
regarding the status of the musical instrument
in the homes ot our community. With this to
work on it will Dc an easy matter for us to put
on the proper selling campaign that will bring
the desired resulrs. Now, when our salesman
approaches a home in this section he will know-
exactly how to approach the prospect and what
instrument to dwell upon most of all. In short,
we know where we can sell a piano or a pho-
nograph or some other musical instrument,
simply by referring in our information list, com-
piled from the census we have taken."
Other music merchants are urged to read
this presentation with particular care, primarily
because it undoubtedly will give them the in-
spiration for a similar move in their respective
communities. This Andrews Plan has been
found practical in every way and its fundamen-
tals can be very easily adopted by any other
merchant desirous of building up such vital in-
formation for his sa'es force.