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36
Musical Merchandise Section oi The Music Trade Review
Hunting the Fretted
Instrument Prospect
(Continued from page 33)
By the time the last mailing has "gone home"
to the prospect, both Gibson, Inc., and the local
distributor have sufficient data to definitely
"catalogue" this particular party as to where
the individual stands in relation to a possible
sale. If no immediate results are forthcoming,
the prospect is induced to state definitely the
reason why—also when, in the future, he may
be expected to come into the picture as a "live"
prospect.
In addition to the prospects located through
the medium of national advertising, Gibson,
Inc., also operates what it terms its "Still
Hunt" system.
This is based upon lists of possibl-e prospects
filled out by the distributor and mailed into
the home office. Without expense to the dis-
tributor, Gibson, Inc., undertakes to warm up
as many as possible from these lists into
profitable sales. This work is carried out by
means of an efficient direct-mail sales promo-
tion department. Does it pay? Well, the
percentage of actual closed business, as revealed
by a well-kept-up series of graphic charts, is
most surprising to me, to say the least, and
gives a new and vastly increased respect for
the power of Uncle Sam's mails as a business
builder.
But sales effort docs not end here with the
Gibson Co. by any means. All prospects are
personally checked and if possible called upon
by the Gibson field men, who call frequently
upon all local distributors.
In many cases,
through their personal contact, sales are closed
even after the mailing campaign has failed to
produce favorable results.
In addition, the field men are under instruc-
tions to gather all available names of prospec-
tive fretted instrument players on each call.
They make it a point to build up these lists
by personally visiting all active fretted instru-
ment players and teachers in each locality.
This not only yields many live leads, to be
built up into sales for local distributors, but
helps to keep fretted instrument interest keenly
alive.
Sales effort such as this, properly directed and
followed through, is certain to produce results,
of course. But there is still more.
Among Gibson boosters are to be found
many leading artists and instrumentalists in
well-known orchestras who are constantly
traveling about the country.
Through the warm, friendly spirit and loyal
adherence which these artists hold for the
makers of their favorite instruments many of
them make a point of visiting the local dis-
tributor in whatever city they may happen to
be billed at the time. While they are not in
any sense salespeople or an employed part of
the Gibson organization, their enthusiasm for
fretted instruments in general—and Gibson's in
particular—paves the way to many additional
sales.
Gibson distributors, too, are shown how to
make the most of such opportunities. For in-
stance, the famous guitarist, Nick Lucas, makes
an annual tour of the country, appearing at
the leading vaudeville houses. The distributor
is advised beforehand of the date of his appear-
ance and usually arranges to tie-in with the
extensive publicity put out by the theatre, by
dressing a special window featuring Nick
Lucas, the particular model guitar that he uses
for his programs, some of his most popular
records and other pertinent material.
The unusual window of the Janseen Bros.'
Brunswick shop, shown on page 33, is a good
example of such a tie-up, effectively used.
Another is the window of the Platte Music
Co., Los Angeles, featuring the appearance of
Eddie Lang in connection with the Paul White-
man Orchestra. Both produced splendid results
and definitely "paid their way" by the sales
they influenced.
It is obvious that such sales promotion
activity has a great deal to do with the grow-
ing wave of fretted instrument popularity that
is sweeping the country to-day. It is not just
luck or accident, but the fruit of careful plan-
ning and effective carrying out of the plan in
a regular and consistent manner.
The volume of fretted instrument business
secured by the wide-awake members of the
music trade last year was surprisingly large.
The start, so far, indicates that 1930 will per-
haps set a new high record for fretted instru-
ment sales.
Yet, according to data shown me during my
interesting visit to Kalamazoo, it is safe to
say that there is far more business to be se-
cured in the future than has ever been dreamed
of in the past in this particular field.
Good hunting?
Yes, indeed.
That is for
those who catch the vision and are prepared
to put forth the necessary effort to capitalize
fully upon their opportunities.
J. W. Nicomede Home
From Long Western Trip
Joseph W. Nicomede, president of the Nico-
mede Music Co., Altoona, Pa., has recently re-
turned to his office after an absence of four
weeks calling upon the trade throughout the
Middle West.
He reports a steady demand for their pro-
ducts, especially the new improved Morris
Modern Method for Tenor Banjo in two vol-
umes and their new popular Royal Method for
Piano Accordion.
New Store in Portland
Sherman, Clay & Co. have moved their store
at Portland, Ore., from Sixth and Morrison
streets where it has been located for twenty-
five years, to larger quarters in the Woodlark
Building, West Park and Adler streets.
A New Merchandising Idea
with
Greater Margin of Profit!
'
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•' . .-
A new merchandising idea for string instruments is
now in effect on two of the most popular Vega
Banjos. It will help you to overcome the trade-in
problem; it will stimulate your string instrument
sales with more profit for your store.
For the dealer who specializes and regularly stocks
the Vega line we also have a very interesting propo-
sition.
Write for complete information
The
161 Columbus Ave.
Co.
Boston, Mass.