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28
Musical Merchandise Section of The Music Trade Review
Getting Fretted Instruments
Into the Buyers' Hands
(Continued from page 26)
thoroughly recondition our customers' banjos
for a certain set price. This would include re-
heading, polishing wood and metal parts, adjust
neck, new strings and bridge, and clean com-
pletely. There always was a certain percentage
of the persons taking advantage of the offer
who would decide upon new instruments, be-
cause we made it our business to help the
customer to reach that decision.
"All the instruments in our store are tuned
alike. It is much easier to properly demon-
strate the various instruments when this rule
is carried out. Our experience with guitars has
been that when the salesroom is small, as in
our case, it is better to tune them one-half
tone lower than standard pitch.
"Returning to window displays, we have
found that novelty windows are a great sales
s t i mulant.
O n e of t h e
m o s t prof-
itable n o v e l
displays
w e
have had was
a few months
ago, when we
took the front
cover picture
from Gibson's
M a s t e rtone
Magazine, and
made it work
for us in our
windows. The
picture was of
Miss Dunn,
Leslie Steward, Band and
entering a
Orchestra Sales Manaiger
Standard A i r
for Heaton's, Columbus, O.
Line ' p l a n e ,
with her Gibson banjo.
We placed this
picture in the window, and surrounded it by
more than a dozen accessories for aircraft,
including propellers, wheels, landing lights, and
a model airplane. This created considerable
interest, as far as window crowds were con-
cerned, and I believe we actually received a
great deal of business as a result of the display.
"Gibson's policies of co-operating with their
dealers have benefited us more than I could
estimate. An example of this co-operation was
in the help Gibson gave us last Summer in the
promotion of a ukulele contest. The contest
was sponsored by the R. K. O. Theatre, and
each evening a winner was chosen from six
players. On the seventh night three Gibson
ukuleles were presented the final winners as
prizes. The theatre advertised the Gibson
ukuleles in the lobby, and we advertised the
theatre in our display windows, so the benefits
received from the contest were mutual.
"The Gibson literature, with which we are
abundantly supplied from the factory at Kala-
mazoo, is a great boon to us in keeping our
customers satisfied with their instruments.
When we sell a Gibson instrument we furnish
the buyer with Gibson circulars on that in-
strument, which helps him to get acquainted
with his instrument more quickly, and tells
him how to care for it.
"One of the most profitable features of the
Gibson line are the Gibson Mona-Steel strings,
a new product which we have found to be dis-
tinctly high grade. Recently, we printed 1,500
circulars on these new strings, sending them
out to string instrument players in our local
Union, to all teachers and a great number of
students. The product has fully justified the
publicity we gave it."
Mr. Fife, obviously, is enthusiastic about the
Gibson co-operation plan. He is one of the
more successful small goods managers, his de-
partment being the busiest in the vast Platt
organization in Los Angeles.
No less enthusiastic was Leslie Steward,
Otto B. Heaton
band and orchestra sales manager for Heaton's
Music Store, 33 East Long street, Columbus,
Ohio, when we interviewed him regarding his
methods of merchandising the Gibson line of
fretted instruments.
Here's the way Mr.
Steward answered our questions on how to
succeed in merchandising small goods:
"Proper and complete display of musical
merchandise. Keep your stock clean and your
showcases attractive. If you are representing
a line of musical instruments, keep a complete
stock of that particular line. Don't sell from
a catalogue. Keep several models of the most
popular sellers in stock.
"Establish set terms and abide by these.
Don't sell at too small a down payment. If
possible set your terms at least one-fourth
down, and the balance not less than $10.00 per
month.
"Keep a representative line of musical instru-
ments in your show windows at all times.
Your windows are a valuable piece of pub-
licity. Tie-up with your local players using
the instruments you sell. Put their photos in
your windows, and tell your customers these
artists are using this make instrument.
"The most important point in musical mer-
chandising is the proper hook-up with teachers.
Teachers can do you more good in the way of
selling than any other medium you may use
in this business. Cater to the teacher; let
him make your store his headquarters; send
him pupils; give him publicity in your windows
and newspapers; let him use your music hall
or studio free of charge.
"Visit your local broadcasting studios. Many
musicians hang out there. Be everywhere
musicians congregate. Belong to all the or-
ganizations that it is possible to join. Organ-
ization among lodges, schools, churches, fac-
tories and what not will keep your business
going along.
"Keep an up-to-date mailing list and mail
these people catalogues or anything that will
get them interested in music. We have a
mailing list of over 5,000 names that is used
the year 'round. If a customer comes in the
store to buy a string or pick, get his name on
your mailing list, or better still, show him the
latest models you have in stock. Invite him
to bring his old instrument in frequently for
inspection. In this way you can show him the
advantages in playing a new model instrument.
People are naturally interested in new things
that will improve their playing, and you will
never get them interested unless you show
them these instruments and let them play them.
"Never cut prices in order to make a sale,
or never make an overallowance in order to
close a deal. Remember you are in the music
business to make a profit, and you can easily
go in the 'red' if you don't watch every
corner."
There is a wealth of sound business sense
in Mr. Steward's talk. He has proven that he
knows what he is talking about, by building
up the band and orchestra instrument depart-
ment of Heaton's, until today his is one of
the most progressive departments in the busi-
ness. Mr. Steward says he owes much of his
success to Gibson, Inc., for that manufacturer's
help in finding prospects, and in closing many
sales.
Another small goods manager who has put
his company on the musical merchandise map,
through good business acumen, and by taking
advantage of the many mediums provided by
Gibson, is Sam Rosenblum, of Rudick's Music
& Jewelry Store, 143 South Main street, Akron,
Ohio.
"Every store is interested in making sales
in the $200 and $300 fretted instrument class,"
says Mr. Rosenblum, "and we are no exception.
"We have been plugging Gibson merchandise
for more than ten years in this vicinity, and
we are, I believe, getting our full share of the
stringed instrument business.
"We attribute the success of this branch of
Sam Rosenblum,
Rudick's, Akron, O.
our store to several things, chief among which
is the type of merchandise we handle and our
policy of doing business. What a pleasure to
sell an instrument and know that it will stay
sold; and should your customer at any time
find the least thing to complain about, to know
rhat your manufacturer will back you up every-
time, and take care of your customer's com-
plaint, no matter what it is.
"Such is the confidence we have in our mer-
chandise, and in the firm of Gibson, Inc.,
makers of the fretted instruments we sell. It
is my belief that nothing can help a small
goods manager more than to hook up with a
well-known, nationally advertised manufac-
turer, who will stand back of his merchandise.
"Seeing that the beginner gets started with
a good teacher is one of the things which
boosts sales volume. Regardless of how rea-
sonably priced may be the instrument pur-
chased by the beginner, we never let him out
of the store without directing him to a good,
reliable instructor.
Trade Mark Reg.
INSTRUMENTS—a product of merit
A complete line of string and brass
instruments sold on an exclusive
franchise basis. Details on request.
Targ & Dinner Music Company
425 So. Wabash Ave
.
Chicago, 111.