Music Trade Review
Issue: 1922 Vol. 74 N. 22 - Page 3
wm
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
VOL. LXXIV. No. 22
Published Every Saturday by Edward Lyman Bill, Inc., at 373 4th Ave., New York. June 3, 1922
^Keeping Trade Active During the Summer
T
Cent*
•*b«S
HERE appears to be a general inclination on the part of manufacturers and distributors in various
lines of industry to make unusual preparations to overcome as far as possible what is often described
as the usual mid-Summer lull in business. When times were normal, and perhaps really prosperous,
the lowering of business volume during the Summer months was accepted as a matter of course, per-
haps from the fact that it was more than offset by the substantial business done during the remaining months
of the year.
In the present situation, however, it is felt that the business volume for the first few months of the
year has been unsatisfactory, and that special effort should be made to make the Summer months bring sales
results, rather than wait for the expected Kail improvement.
There is a definite tendency to get away from traditions in the handling of sales campaigns—to forget
about what was done or not done last year or a decade ago—to keep Summer business active and plan cam-
paigns that, although they may not measure up to optimistic expectations, will at least make the business
report for the Summer worth while reading. In other words, men who are fighting for business refuse to
believe that there must be a Summer slump and are planning to avoid it.
The talking machine men have for several years past managed to keep going during the Summer by
giving special publicity to small portable types of machines suitable for use in camps and bungalows and which
might be transported easily. Every machine sold meant record sales during the Summer and a stimulated
record business in the Fall.
Piano men, perhaps, are handicapped to a certain degree in offering models and products specially
designed for Summer use, but the retailers can at least study the situation carefully and so plan their adver-
tising arguments as to set forth convincingly the value of piano and player-piano music in adding pleasure
to the vacation days or the hot Summer evenings spent at home. In the case of the reproducing and expres-
sion piano these arguments should be particularly effective, inasmuch as the only effort required is the inser-
tion of a new roll and the turning of the electric switch.
The retailer particularly who seeks to increase sales effort during the Summer months is handicapped
not alone by the weather conditions, but by the inborn inclination on the part of members of the sales force,
and for that matter the proprietor himself, to cut down on the expenditure of energy and do a little vacation-
ing themselves. It is admittedly a hard thing to work at full speed with the temperature hanging around
mountains within a few hours' trip by motor, just the same there must be business and profit to make possible
the enjoyment of these privileges and if business men in other lines consider it worth while to forget the Sum-
mer siesta this year and keep right on fighting for business volume the music men can well follow the example.
There is perhaps no better season of the year during which to build up a good prospect list than the
Summer. Energetic work along the line of spreading propaganda among people who should, but who do not,
own musical instruments can be done to great advantage during the Summer months, and the seed thus sown
will assure a profitable harvest with the coming of cooler weather, as w 7 ell as producing here and there an un-
expected sale which will help keep the Summer sales totals above the usual low average.
As a rule there is too much taken for granted as an excuse for cutting down the number of calls made
by salesmen in the hot months. All people do not go to the country for the entire Summer. Some go. for
only a couple of weeks and some go not at all. In the average city or town there are enough prospects who
remain home of necessity or from choice to make a regular canvass worth while. Summer business may not
measure up to holiday standards under any conditions, but there is no reason for letting what there is lie
dormant and undisturbed as a tribute to tradition.
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
VOL. LXXIV. No. 22
Published Every Saturday by Edward Lyman Bill, Inc., at 373 4th Ave., New York. June 3, 1922
^Keeping Trade Active During the Summer
T
Cent*
•*b«S
HERE appears to be a general inclination on the part of manufacturers and distributors in various
lines of industry to make unusual preparations to overcome as far as possible what is often described
as the usual mid-Summer lull in business. When times were normal, and perhaps really prosperous,
the lowering of business volume during the Summer months was accepted as a matter of course, per-
haps from the fact that it was more than offset by the substantial business done during the remaining months
of the year.
In the present situation, however, it is felt that the business volume for the first few months of the
year has been unsatisfactory, and that special effort should be made to make the Summer months bring sales
results, rather than wait for the expected Kail improvement.
There is a definite tendency to get away from traditions in the handling of sales campaigns—to forget
about what was done or not done last year or a decade ago—to keep Summer business active and plan cam-
paigns that, although they may not measure up to optimistic expectations, will at least make the business
report for the Summer worth while reading. In other words, men who are fighting for business refuse to
believe that there must be a Summer slump and are planning to avoid it.
The talking machine men have for several years past managed to keep going during the Summer by
giving special publicity to small portable types of machines suitable for use in camps and bungalows and which
might be transported easily. Every machine sold meant record sales during the Summer and a stimulated
record business in the Fall.
Piano men, perhaps, are handicapped to a certain degree in offering models and products specially
designed for Summer use, but the retailers can at least study the situation carefully and so plan their adver-
tising arguments as to set forth convincingly the value of piano and player-piano music in adding pleasure
to the vacation days or the hot Summer evenings spent at home. In the case of the reproducing and expres-
sion piano these arguments should be particularly effective, inasmuch as the only effort required is the inser-
tion of a new roll and the turning of the electric switch.
The retailer particularly who seeks to increase sales effort during the Summer months is handicapped
not alone by the weather conditions, but by the inborn inclination on the part of members of the sales force,
and for that matter the proprietor himself, to cut down on the expenditure of energy and do a little vacation-
ing themselves. It is admittedly a hard thing to work at full speed with the temperature hanging around
mountains within a few hours' trip by motor, just the same there must be business and profit to make possible
the enjoyment of these privileges and if business men in other lines consider it worth while to forget the Sum-
mer siesta this year and keep right on fighting for business volume the music men can well follow the example.
There is perhaps no better season of the year during which to build up a good prospect list than the
Summer. Energetic work along the line of spreading propaganda among people who should, but who do not,
own musical instruments can be done to great advantage during the Summer months, and the seed thus sown
will assure a profitable harvest with the coming of cooler weather, as w 7 ell as producing here and there an un-
expected sale which will help keep the Summer sales totals above the usual low average.
As a rule there is too much taken for granted as an excuse for cutting down the number of calls made
by salesmen in the hot months. All people do not go to the country for the entire Summer. Some go. for
only a couple of weeks and some go not at all. In the average city or town there are enough prospects who
remain home of necessity or from choice to make a regular canvass worth while. Summer business may not
measure up to holiday standards under any conditions, but there is no reason for letting what there is lie
dormant and undisturbed as a tribute to tradition.
Future scanning projects are planned by the International Arcade Museum Library (IAML).