Music Trade Review

Issue: 1931 Vol. 90 N. 11

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
MUSIC
TRADE
REVIEW,
November, 1931
he has no thought of becoming a professional. If his talent wishers, and plays the selection before his audience.
"If Tommy has this opportunity he will then understand
were very great you probably would send him to some well-
established teacher or conservatory, and in either case an that the object of his practicing is to prepare for a perform-
important part of his training would be playing in public. ance. As soon as he is ready he will exhibit his piece in
In the conservatory he would play frequently before the public, and if he becomes accustomed to this procedure from
other students and the faculty, perhaps before some invited the beginning of his studies his nervousness will be but slight
for the first time and less with each
guests. The well-established private
succeeding ordeal, provided that he
teacher would require all the students
plays frequently. A public perform-
to play before each other, perhaps
ance of this kind will teach him
before their parents and friends. It
more about the piece than he ever
is this opportunity, among other
can learn in solitary practice. If he
things, which attracts the talented
plays well before children of his own
student to conservatories or to the
age Aunt Martha will never again
classes of a teacher who is so suc-
embarrass him."
cessful that he has many students,
perhaps several assistants with their
After referring some results noted
pupils, and a large room in which
personally, in cases where private
to bring them all together, with at
teahers brought their pupils together
least two pianos, so that they can
for Juvenile piano recitals, and em-
do concerted work. The private
phasizing the fact that there should
teacher who is just starting out is
hi no public criticism of the playing,
rarely equipped to supply room, the
.Mr. Erskine goes on to say—and this
pianos or the audience. It follows
is particularly important to the
quite naturally that the students of
piano dealer—
average talent, though they need
"There are by-products of these
this opportunity more than most
children's recitals which ought to be
others, are the least likely to get it.
mentioned in order.
"In the first place, I said that the
"Yet the opportunity can easily
advantage of holding these meetings
be made available if the music
in the piano dealer's warerooms is
teachers will co-operate with each
JOHN ERSKINE
that good pianos are found there and
other and if the parents will help
the music teachers. In any community where piano lessons they are likely to be in tune. There is no article of furniture
are given the children could meet weekly or fortnightly to about which the average household is more ignorant than the
perform in each other's presence the new piece they have piano. We expect the instrument to function perfectly for
just learned. The parents ought to be there, too, and any seveial years, like the dining room table, without repairs.
other friends who can be persuaded to come. They might Only in the rarest of homes is the piano kept in tune. The
meet in the home of the children themselves. The most violinist tunes his instrument every few minutes, and the
convenient place, hoiuever, would be the ivareroom of the guitar player, even the ukulele player. For some reason we
local piano dealer. There are few dealers who would not expect the piano to stay in tune for years, or at most we
co-operate in such a program, and the advantage of the ivare- concede a tuning every three or four months. I have heard
room over the private home is that good pianos can always some people speak as though to tune a piano more often
would be to humor the instrument in a bad habit. But
be found there and they are likely to be in tune.*
"Semi-public recitals of this kind for the average child pianos get out of tune on the slightest excuse. You can put
need only the simplest organization, but they presuppose what yours out of tune, within a few minutes after the departure
I admit is sometimes hard to find, a spirit of confidence of the tuner, by opening a window and changing the tem-
among the teachers themselves. For some strange reason perature of the room. The point is that the piano will
music teachers are more distrustful of each other than any always be either in tune or out, and to play it out of tune
other kind of artist. Yet these children's recitals are so is torture for the player, or if it isn't torture there's some-
obviously innocent that even temperamental teachers will thing wrong with him musically.
experiment with them. If the teachers, then, will agree on
"In the second place, pianos need more than tuning. With
a committee to have charge of the program there need be constant use the felts on the hammers become hard and pro-
no other machinery. Each teacher sends to the committee duce a sound which is metallic and nerve-racking. The
the name of the pupil who is ready to play a piece. The tuner, if he knows his business, can soften the felts and
child appears, with his teachers, his relatives or other well
{Please turn to page 12)
* Italics are ours.
Head of Juilliard Musical Foundation
outlines the many advantages of group
piano study and practice in holding
youthful interest, and tells what piano
dealers can do to assist young piano
students and their teachers.
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
HER PLAN
BRINGS LIVE
PROSPECTS
By FLORENCE I. HARLEY
Teacher canvassers in Des Moines gather fine
MRS. FLORENCE G. ATWOOD
I
crop of prospects for musical instrument sales
T has been emphasized very strongly and on many occa-
sions that under existing conditions the problem of the
piano retailer is primarily one of developing a constant
flow of new prospects upon which his salesmen may work.
In short, it is necessary to have an increasing number of con-
tacts so that the proportion of actual sales made will prove
worth while. A close study of the situation has shown that
approximately seventy per cent of piano sales are made within
thirty days after the prospect has been listed and seventy-
eight per cent within sixty days. The fact that only fifteen
per cent of sales are made after the ninety-day period indi-
cates that it is a costly procedure to waste effort on pros-
pects who have been on the cards over three months, and
this means that they must be put aside in favor of new and
more promising names.
This question of getting new prospects who are worth while
and getting them economically is a rather serious one for the
music merchant. In the first place while he has many chan-
nels open, such as telephone and city directories, tax lists, etc>
the cost of breaking down and weeding out such lists to a
point where the names remaining may be considered those
of live prospects, is often prohibitive.
Of all the plans that have been tried for developing active
prospect lists probably the most successful are those which
are carried on through the medium of, or in co-operation
with, music teachers, for their pupils, and prospective pupils
are naturally interested in music and in most cases are almost
certain to buy some type of instrument. Where teachers and
dealers work together the results are generally satisfactory to
all concerned, and this fact has been well demonstrated
through a campaign recently carried on in Des Moines, Iowa,
by Mrs. Florence G. Atwood. It calls" for personal canvass
but on a basis that has proven both economical and effective.
Mrs. Atwood, herself a teacher of piano, knew the prob-
lems of music teachers in building up classes of pupils for in-
dividual instruction and especially in these times of so much
competition. She made an arrangement with several dealers
in Des Moines whereby she was to receive a commission on
sales made from these prospect lists. Then Mrs. Atwood
interviewed some thirty-five teachers of various musical in-
struments, presented her plan for building classes for them.
She found the teachers very enthusiastic about her plan. The
teachers were to give free of charge to prospective pupils pre-
senting a coupon signed by Mrs. Atwood and her representa-
tive five free lessons. It worked out that teachers were able
to keep 50 per cent or better of these pupils on at her regu-
lar lesson rate. And while the teacher lost the time on the
demonstration lessons she was put in touch with pupils which
in all probability she would not have had any contact.
Mrs. Atwood organized a groupi of six women who can-
vassed the city, calling house to house, presenting the coupon
for five lessons for $1.25. It was made clear that there was
no obligation to take more lessons with the teacher but if a
pupil wished to continue after the five lessons were finished
the rate would be whatever that particular teacher charged.
Choice of teacher was allowed. The response to this was
surprisingly good. The canvasser received $1 from each
sale thus made and the remaining 25 cents was turned in to
Mrs. Atwood.
The canvassers kept an accurate list of the names of per-
sons thus secured with addresses and of all others who were
prospective buyers of any sort of musical instrument. These
were turned in to Mrs. Atwood who, in turn, gave them
to the dealers interested in each prospect. Later several danc-
ing teachers were added to the list and prospects were gained
through building up the dancing classes.
The arrangement proved to be satisfactory from at least
four standpoints, dealer, teacher, organizer and canvasser.
And that does not include the good results of connecting
teacher and pupils.
The canvassers were assigned districts to cover. The
women were shifted from time to time over the city.
Mrs. Atwood has found the plan so satisfactory that she
sent a large crew out again this year during the fall months
when pupils were returning to school and lessons, and in need
of instruments. She finds this time of year, too, a good time
to locate prospects for radio sales both for the best radio
season of the year and for the holiday season.
The method has the advantage of cutting down the cost of
securing prospects for the reason that each prospect obtained
is available to both the teachers and the dealers and there-
fore the expense is not confined to any one concern or in-
dividual. Where the dealer or the teacher makes a similar
survey independently the cost of each live prospect secured,
after the dead material has been eliminated, is often found
to be so high as to be prohibitive.
THE
MUSIC
TRADE
REVIEW,
November, 1931

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