Music Trade Review
Issue: 1914 Vol. 58 N. 1 - Page 14
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
MUSIC TRADE REVIEW
ADVERTISING THAT DEVELOPED NEW DISTRIBUTION OUTLET.
PLANS OF THE HOLLAND PIANO CO.
(Continued from page 13.)
The Organization Which Succeeds the Seger-
strom Piano Co. Is Composed of Men Who
Intend to Make This Concern a Live One in
the Music Trade Industry—With Ample
Capital and Intelligent Supervision Manufac-
turing and Distribution There Is a Good Fu-
ture in Store for This Company.
ward, before the third week was out, to equal it. other and an esprit de corps sprang up. A prize
The most significant result of this high-grade contest has now been added, and the reports of
advertising was to make a healthier and better this make interesting and stimulating reading in
business than that produced by the bargain ad- The Reveille.
vertising. The minimum first payment accepted
Simultaneous Sales Conventions.
is $5 on some pianos and $25 on some player-
As a further means to the same end we held
pianos, but in the new department advertised only a convention, or, rather, a set of department con-
by the new style of advertising, the first pay- ventions, at the end of the first year. We took
ments ranged almost exclusively from $25 to $50, the idea for this out of a description in Printers'
with only an occasional $5 and $10. This is par- Ink of the Chalmers sales conventions. Instead
tially accounted for, no doubt, by the high char- of bringing all of the salesmen of our different
acter of the store, though only partially, since, departments together in one city and so taking
after the new advertising had 'been running the them off the territory for several days, we held
tw.o or three weeks, similar symptoms began to be a separate convention for each city, but all on the
observable in the other stores.
same night. I had prepared a short message to
We feel, therefore, that we are on the right the salesmen on "The Power of Co-operation,"
track in using this style of copy, and that it re- and had this printed with an illustration of one
mains only to study it more closely and improve of our advertisements. T read this at one of the
it if possible. Its business-building nature will meetings and it was read aloud at the others and
give strong support to our double sales force, also distributed to the men. During the evening
sending new customers to the stores and pre- we sent out telegrams to the different meetings
disposing other prospects to the representations and received responses. The usual sales talk and
free and helpful criticism was indulged in. As
of our visiting salesmen.
With our advertising problem settled for the each meeting was attended by from 25 to 50 men,
present, other departments arranged for and store the idea was undoubtedly a very practical and suc-
practice standardized, we have been able to pay cessful one.
more attention to the organization itself. Start-
We are now working out a plan to organize
ing with a picked force of salesmen, our primary the salesmen in a novel way for their common
need was to draw them all together, awaken the benefit.
spirit of co-operation, imbue them with a sense
All this has happened within little more tha
of identity with the new organization and stimu- a year's time. It came about through the per-
late them to do their part for it. For this pur- ception of a new market, right in the thick of
pose we started almost at the beginning the small the competitive struggle for new business, and
house organ I have referred to, The Reveille. yet completely overlooked by everybody before.
The men and women in the departments in the How many like markets are (being overlooked by
different cities were thus familiarized to each manufacturers in other lines?
ENJOYS REVIEW EDITORIALS.
EDWARD LYMAN BILL, New York City.
Dear Mr. Bill: I assure you that I have great-
ly enjoyed reading your editorials, and I also as-
sure you they are very helpful, both to the dealer
and to the salesman, and there is unquestionably
very good advice in every one of them. Hope
you will keep up your good work, and even in-
crease its value next year.
Yours respectfully,
E. E. FORBES.
(Special to The Review.)
CHICAGO, I I I . , December 29.—The organization
of the Holland Piano Manufacturing Co., which
is the name of the concern to succeed to the busi-
ness of the Segerstrom Piano Co., as reported in
last week's Review, has been followed with inter-
est here. With a capital of $200,000 and a fac-
tory at Menominee that is equaled by few in this
part of the country, the new concern should meet
with an immediate success. The factory will con-
tinue to be in charge of Henry G. Johnson, under
whose efficient management the plant should be
able to put out nearly eighteen pianos a day. This
will include the manufacture of the backs, which,
under the old management, were made in another
factory. George B. Norris, who was one of the
receivers in the bankruptcy proceedings, is a
prominent banker, grain dealer and attorney of
Minneapolis, and will take an active part in the
management of the new corporation.
Henry
Johnson will also be one of the officers, in all
probability. Victor Segerstrom, who was presi-
dent of the old company, is said to have made
arrangements to continue in his present capacity
as salesman for the company.
FEATURINGJTHE McPHAIL.
(Special to The Review.)
MACOMB, I I I . , December 29.—J. E. Moore, who
handles the McPhail piano as his leader in this
city, has handled a record holiday trade as a re-
sult of the energetic manner in which he has
been featuring that and other makes of pianos
in his local advertising. He has found the Mc-
Phail a wonderful trade-maker, by reason of the
satisfaction which it gives purchasers.
Make 1914
a Poole Year
The past year has shown that it is the dealer who sells pianos
of highest grade that builds the greatest business. The superiority
of the Poole piano line as a "leader" is constantly receiving expres-
sions of the highest character for wonderful tone and beautiful case
designs, which are recognized as being of the highest type of piano
construction. You will find that the Poole will strengthen your posi-
tion in your city and we'll tell you if your territory is available. W e
manufacture grands, players and uprights, all of magnificent quality.
Ask for our catalog, which gives you the
Poole story in detail.
The Poole Piano Co.
Sidney Street, Cambridge A Branch, BOSTON
THE
MUSIC TRADE REVIEW
ADVERTISING THAT DEVELOPED NEW DISTRIBUTION OUTLET.
PLANS OF THE HOLLAND PIANO CO.
(Continued from page 13.)
The Organization Which Succeeds the Seger-
strom Piano Co. Is Composed of Men Who
Intend to Make This Concern a Live One in
the Music Trade Industry—With Ample
Capital and Intelligent Supervision Manufac-
turing and Distribution There Is a Good Fu-
ture in Store for This Company.
ward, before the third week was out, to equal it. other and an esprit de corps sprang up. A prize
The most significant result of this high-grade contest has now been added, and the reports of
advertising was to make a healthier and better this make interesting and stimulating reading in
business than that produced by the bargain ad- The Reveille.
vertising. The minimum first payment accepted
Simultaneous Sales Conventions.
is $5 on some pianos and $25 on some player-
As a further means to the same end we held
pianos, but in the new department advertised only a convention, or, rather, a set of department con-
by the new style of advertising, the first pay- ventions, at the end of the first year. We took
ments ranged almost exclusively from $25 to $50, the idea for this out of a description in Printers'
with only an occasional $5 and $10. This is par- Ink of the Chalmers sales conventions. Instead
tially accounted for, no doubt, by the high char- of bringing all of the salesmen of our different
acter of the store, though only partially, since, departments together in one city and so taking
after the new advertising had 'been running the them off the territory for several days, we held
tw.o or three weeks, similar symptoms began to be a separate convention for each city, but all on the
observable in the other stores.
same night. I had prepared a short message to
We feel, therefore, that we are on the right the salesmen on "The Power of Co-operation,"
track in using this style of copy, and that it re- and had this printed with an illustration of one
mains only to study it more closely and improve of our advertisements. T read this at one of the
it if possible. Its business-building nature will meetings and it was read aloud at the others and
give strong support to our double sales force, also distributed to the men. During the evening
sending new customers to the stores and pre- we sent out telegrams to the different meetings
disposing other prospects to the representations and received responses. The usual sales talk and
free and helpful criticism was indulged in. As
of our visiting salesmen.
With our advertising problem settled for the each meeting was attended by from 25 to 50 men,
present, other departments arranged for and store the idea was undoubtedly a very practical and suc-
practice standardized, we have been able to pay cessful one.
more attention to the organization itself. Start-
We are now working out a plan to organize
ing with a picked force of salesmen, our primary the salesmen in a novel way for their common
need was to draw them all together, awaken the benefit.
spirit of co-operation, imbue them with a sense
All this has happened within little more tha
of identity with the new organization and stimu- a year's time. It came about through the per-
late them to do their part for it. For this pur- ception of a new market, right in the thick of
pose we started almost at the beginning the small the competitive struggle for new business, and
house organ I have referred to, The Reveille. yet completely overlooked by everybody before.
The men and women in the departments in the How many like markets are (being overlooked by
different cities were thus familiarized to each manufacturers in other lines?
ENJOYS REVIEW EDITORIALS.
EDWARD LYMAN BILL, New York City.
Dear Mr. Bill: I assure you that I have great-
ly enjoyed reading your editorials, and I also as-
sure you they are very helpful, both to the dealer
and to the salesman, and there is unquestionably
very good advice in every one of them. Hope
you will keep up your good work, and even in-
crease its value next year.
Yours respectfully,
E. E. FORBES.
(Special to The Review.)
CHICAGO, I I I . , December 29.—The organization
of the Holland Piano Manufacturing Co., which
is the name of the concern to succeed to the busi-
ness of the Segerstrom Piano Co., as reported in
last week's Review, has been followed with inter-
est here. With a capital of $200,000 and a fac-
tory at Menominee that is equaled by few in this
part of the country, the new concern should meet
with an immediate success. The factory will con-
tinue to be in charge of Henry G. Johnson, under
whose efficient management the plant should be
able to put out nearly eighteen pianos a day. This
will include the manufacture of the backs, which,
under the old management, were made in another
factory. George B. Norris, who was one of the
receivers in the bankruptcy proceedings, is a
prominent banker, grain dealer and attorney of
Minneapolis, and will take an active part in the
management of the new corporation.
Henry
Johnson will also be one of the officers, in all
probability. Victor Segerstrom, who was presi-
dent of the old company, is said to have made
arrangements to continue in his present capacity
as salesman for the company.
FEATURINGJTHE McPHAIL.
(Special to The Review.)
MACOMB, I I I . , December 29.—J. E. Moore, who
handles the McPhail piano as his leader in this
city, has handled a record holiday trade as a re-
sult of the energetic manner in which he has
been featuring that and other makes of pianos
in his local advertising. He has found the Mc-
Phail a wonderful trade-maker, by reason of the
satisfaction which it gives purchasers.
Make 1914
a Poole Year
The past year has shown that it is the dealer who sells pianos
of highest grade that builds the greatest business. The superiority
of the Poole piano line as a "leader" is constantly receiving expres-
sions of the highest character for wonderful tone and beautiful case
designs, which are recognized as being of the highest type of piano
construction. You will find that the Poole will strengthen your posi-
tion in your city and we'll tell you if your territory is available. W e
manufacture grands, players and uprights, all of magnificent quality.
Ask for our catalog, which gives you the
Poole story in detail.
The Poole Piano Co.
Sidney Street, Cambridge A Branch, BOSTON
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