Presto

PRES T O-TI M ES
March, 1932
has established a valuable following in the Jesse
French piano, which instruments have been accorded
the highest praise by artists, connoisseurs and the
piano buying public in general in Montgomery and
adjacent territory. Therefore it is needless to say
that the Jesse French branch store at Montgomery
finds that the product of the Jesse French factories
meets all demands for fine instruments; instruments
Those who may have in mind that the music busi- radio check. As you probably know, we are num- of quality, refinement, appearance and construction.
ness has gone to the bow-wows, and some other lines bered among the largest piano and radio concerns in
of trade have, should carefully study the methods Alabama, and we are now featuring one of our largest SPINET GRAND CONTINUES TO PROGRESS
In this issue of Presto-Times is shown another
employed by the sales organization of Jesse French sales of pianos, players, grands, radios and electrical
Sons, Inc., at Montgomery, Ala., where is wide- refrigerators in our history. Now is the opportunity view of the Mathushek Spinet grand; that modern-
awake store, with a live wire sales manager, who is of a life time to own a piano, player, grand piano, ized and minimized grand piano that has found such
a ready sale in the hands of many of the leading
using- original and unique ideas to keep merchandise radio or refrigerator if you have even hoped to.
"We urge that you call at our store immediately and music houses of the country. In fact, as the man-
moving every day in the year, is in active operation.
The plans devised by W. S. Yougene, Jr., sales select the piano, radio or refrigerator that suits your ufacturers inform us, this grand has created far more
manager, are by no means hackneyed nor are they ear, eye and pocketbook. After you have made your interest than had been originally anticipated. The
handed down to him from the factory or the main selection, present your credit check and we will give manufacturers have been successful in interesting
many of the most prominent dealers of the country
office of the company. They are just common sense you full credit for the amount of your check.
"It is not necessary that you tell us you have our and the reports of sales and prospective business are
advertising and publicity methods, with a punch in
them, and sufficient psychological practices to fill a check until after you have priced and selected the most encouraging and prove that there is a good
instrument you desire."
market for an instrument of this type. The manufac-
good-sized book.
Those who did not come in answer to this letter turers further add that "the demand is bound to con-
There are six principal reasons why the Montgom-
ery branch of Jesse French Sons, Inc., is making a were mailed a second letter in which a ten days' stantly increase."
success. In a nutshell these are: (1) Creating inter- extension of time was allowed.
The traditional line qualities and high grade work-
Was the contest successful? Without a doubt. manship of the Mathushek manufacture are held to
est to get people into the store; (2) forming proper
contact with customers, most especially new resi- This year 25 refrigerators were sold, and last year strictly in this new and novel Mathushek creation.
dents; (3) insisting on hard work so that each sales- 48 pianos.
Hardly a week passes that Jesse French Company
man is enabled to keep pace with the law of averages;
A YEAR LATER
(4) giving something for nothing so that something does not have some original advertising scheme.
In
March,
1931,
Presto-Times wrote a letter to the
may be obtained in return; (5) keeping things hum- Something to create interest, to get folks to talking Benners Music House, 214 West street North, Allen-
ming around the store and making improvements that about the company and visit its store. Special efforts town, Pa., replying to a letter received from them at
will impress on the public the fact that the company are exerted when the company takes on a new line that time asking us price, etc., of the Presto Buyers'
is doing big business; (6) cooperating with local firms, to get its name and merits before the public.
Guide. A few days ago we received from this corre-
A new line of radios was recently added to the spondent an order written on our letter of March,
who can tie in on advertising programs and promo-
tional schemes, and thereby keep down publicity over- merchandise department. They had to be sold, but 1931, for the Buyers' Guide which they then had asked
first should be properly introduced. How could it the price of.
head.
The spectacular is appealing and lasting, too, pro- best be done? Something unusual should be devised
Thus after holding for a year a letter giving de-
vided it conforms to the rules of respectability and —something to create interest and to attract a crowd. sired information on the Buyers' Guide the Benners
Why
not
a
miniature
broadcasting
station
right
there
stability. If a firm can put on the glamorous and
Music House receives the book which it had use for
still maintain the confidence of its public it has gone in the store?
in
March, 1931, as it now has a year later. We thank
Plans were made and put into effect. An amateur
a long ways in creating interest and reaping satis-
the Benners Company.
factory results. That is exactly what Jesse French radio artist had a broadcasting set which he would
Company at Montgomery has accomplished. Unique be glad to operate for the music store. The apparatus BAILEE THOMSON GIVES INTERESTING
plans of presenting its products have been devised, was put up and connected to the company's radio.
LECTURE IN HIS HOME TOWN
carried through to a successful conclusion, and have The broadcasting station was laid out in the show
Bailee William Thomson, head of the Thomson
left prospective customers sufficiently interested to window of the store. A radio was placed on the
watch for other original schemes in the hopes that sidewalk in front of the establishment. A little boy Music House at Glasgow, Scotland, and who was in
next time they will be in position to take advantage was invited into the "station" to entertain. The show America last year in the interests of Scotch home
rule, gave a lecture on Robert Burns last January
was on!
of the offering.
at
the Congregational Church at Mosspark, a suburb
The crowds gathered in hundreds. They came to
Mr. Yougene is a firm believer in advertising and
of Glasgow, and following a reference to what he
contests that can be grasped by the average mind. listen to a broadcast such as they had never heard termed the "much-discussed Highland Mary epi-
He is an advocate of getting publicity through the before—a broadcast that did not go out into the world sode," explained that by Scots law Burns had mar-
performance of the products that he sells. He knows at large, a broadcast meant only for prospective cus- ried Jean Armour, but her father destroyed the evi-
that a discount now and then not only moves mer- tomers of the music store. The entertainment was dence and forbade the poet the house.
chandise but adds ready cash figures to the firm's a great hit, and the crooning child, whose voice went
This lecture brought out a full house, as Bailee
books. He feels that unadulterated discounts are out over the air and through the radio the company Thomson's talks always do.
wanted
to
introduce,
sang
his
part
well.
He
had
a
those that are given the patron outright—not alleged
discounts, with the price marked up and then sup- number of friends who came to listen, for they could
MEHLIN-WURLITZER COMBINATION
posedly lowered to fool the public. Such theories not hear him unless they gathered around the store.
To carry the idea a bit further, a radio was placed
In taking over the manufacture of the Mehlin
put into actual practice is what makes the company's
in a midget car, which the company uses in contacting piano the Wurlitzer add another unit of value to their
advertising and contests effective.
Last year Mr. Yougene introduced a figure puzzle new customers, and the program was broadcast line of piano manufacture. The present headquar-
contest on pianos. The fundamentals of the contest through this machine. Several stores in the vicinity ters and salesroom of Mehlin & Sons, Inc., will con-
were made very simple so that a large number would of the music shop also requested a connection. It tinue at 509 Fifth avenue, New York, the office at
compete and the prospect book be filled. The object was given gladly and more publicity was given to the West New York, N. J., having been given up. The
of the puzzle was for the contestants to try their skill new radio. People knew what was going on, for Mr. Mehlin line of grand pianos will be manufactured at
in "juggling" figures to make them total 15. A square Yougene was particularly careful and far-sighted to De Kalb, 111., and the uprights probably at North
containing nine blocks, with the figure 5 in the cen- see that sufficient publicity was given the promotional Tonawanda, N. Y., where all the Wurlitzer line of
ter, made up the puzzle. The contestants had to place program by announcing from time to time the merits uprights have been made. Mr. Charles Mehlin, the
president of Paul G. Mehlin & Sons, Inc., continues
figures from 1 to 10 in the other squares so that of the featured machine.
While the Jesse French Montgomery store han- his association with the business under the new ar-
the total would be 15 anyway it was added, perpendic-
ularly, diagonally or horizontally. Different num- dles pianos and radios to some extent, other than the rangements and in all probability the Mehlin goods
bers had to be used in every square. Winners were Jesse French pianos and radios, nevertheless the prin- will continue to be produced under his supervision.
cipal sales of the house and, of course, its leading Mr. Mehlin is a very valuable piano man and will
judged by correctness and originality.
This year a similar contest was staged, with the instruments are the Jesse French goods manufac- be of inestimable value in the continued manufacture
Starr-Freeze electric refrigerator featured.
Over tured at the factory at New Castle, Ind. This house of the Mehlin pianos.
2,500 answers were received.
The two puzzle contests—both conducted iden-
tically alike—were introduced through newspaper and
radio advertising. Prizes were offered to the seven
contestants having the most original and unique solu-
tion to the problem. This was an expense to the
company, but there was an investment angle also to
the contest.
Every person competing for the prizes were mailed
a credit check, entitling them to come to the store,
endorse the piece of paper and receive in trade the
"Known for Tone"
amount indicated on the check. This year $40 was
the average amount of the checks, but in case the
person did not wish to apply this amount on an elec-
The Art of fine piano building is steadfastly
trical refrigerator the company would exchange it for
a piano or radio check.
maintained in the creation of
A letter was mailed with the check, as follows:
"Your letter, enclosing your solution to our famous
'15' puzzle received. We wish to thank you and com-
pliment you on the merit shown in your very good
solution.
A SAFE AND PROFITABLE REPRESENTATION
"Although you did not win one of the grand prizes
in our contest, we feel that you are entitled to some
Write
recognition due to solving this puzzle. We are en-
MATHUSHEK PIANO MFG. CO.
closing a credit check which will be accepted for full
credit on any new Starr Freeze electrical refrigerator
132nd St. and Alexander Ave.
New York
in our stock. If you do not desire a refrigerator,
then your check can be exchanged for a piano or
ENTERPRISING ACTIVITY OF AN
ALABAMA PIANO HOUSE
MATHUSHEK PIANOS
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