Music Trade Review

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
Ami. 14, 1923
THE
MUSIC
TRADE
REVIEW
Preparing for the Wareroom Recital
An Example of How the Average Piano Dealer Can Present the Reproducing Piano and Artists in Recital
With the Facilities That He Has at His Command in His Warerooms—Ingenuity and Thought
Take the Place Here of Great Seating Capacity and Large Expenditure
l'robably the most direct way of creating
prospects for the reproducing piano is the ware-
rooms recital given by that instrument with the
aid of artists in person. The nature of the
sales problem created by the reproducing piano
is such that demonstration, under the most ex-
acting conditions, is an essential, and that dem-
onstration is best given with the aid of artists
in person in order that the comparison may
directly drive home the claims made for the
instrument.
Many dealers who carry the reproducing pi-
ano have not as yet developed the warerooms
recital along the lines that its importance war
lants. 'Those who give it too often neglect de-
tails which are so important in creating the
proper atmosphere and in impressing the in-
vited audience with the importance of the occa-
sion. It is belter to give no recitals of this
kind al all than to give them haphazardly and
without the proper preparation.
The reproducing piano is one of the most
costly pieces of merchandise which is offered to
the general buying public. As such it require-
a distinctly high-class selling atmosphere, a
background that serves to accentuate its artis-
tic capabilities, one in proper keeping with the
instrument itself. Hearing these facts in mind,
and they are essential, no detail of the propei
presentation of the instrument should be neg-
lected if the full results of the investment in-
volved are to be reaped.
An appreciation of all this has in many cases
deterred dealers from using the warerooms re-
cital to as great an extent as they should. They
usually consider that the facilities at their com-
mand are not sufficient or that the expense in-
volved is beyond their means. As a matter of
fact, in arranging the warerooms recital ingenu-
ity and thought can go a long way in taking
the place of expenditure and a large hall.
An instance of this is shown in the accom-
which Miss Shaw has given in many different
sections of the country for Aeolian dealers and
with which she has just started a Spring tour,
was given in the Aeolian retail warerooms on
a temporary stage erected for this purpose. The
ing spots which can
require no permanent
were confined to fresh
not being used, as the
effect. These were
also be hired and which
wiring. The decorations
flowers, the artificial kind
natural ones give a better
carefully arranged, mask-
Temporary Stage Erected in Aeolian Hall Salesroom
conditions are exactly similar to those which the
ing the sides of the stage, and small electric
average dealer confronts in giving similar re-
bulbs^were run through them. The result was
citals and which he can overcome just as the
so pleasing that one of the audience made the
Aeolian Co. did in this case.
remark that she had never known that the Aeo-
A temporary platform was erected, a back- lian Co. had a concert room in its building be-
sides the large Aeolian Hall proper.
A talk with those who were charged with the
arrangements for this recital shows that all the
facilities they had at their service are within
the reach of the average dealer who possesses a
fairly large display room and that he, with a
comparatively small expense, can create a simi-
lar background and stage for the presentation
of the reproducing piano. Local artists are also
at his disposal al a comparatively low price for
a single appearance. In fact, there is nothing
beyond his reach in properly presenting the
instrument under these conditions.
A pa;ticularly striking side of this recital was
the lack of the somewhat rigid atmosphere that
in many cases accompanies such concerts. The
audience was made to be at home immediately
through a feeling of intimacy that is an essen-
tial in such work. This in turn can be dupli-
cated by the dealer, but it must come as a result
of careful planning.
The warerooms recital is going to make much
progress among the dealers during the next few
vears, for it is going to be discovered that in
the long run it is one of the least expensive
means of creating prospects and one of the
surest ways of leaving an impression which
makes the salesman's work in closing a much
more simple matter than is the case when the
demonstration of the reproducing piano is given
in the studio alone. For the use of the instru-
ment as an accompanist, as a solo instrument,
The Stage and the Artists
in some cases in two piano numbers, and in
panying illustrations of the setting of a concert ground created with handsome draperies, which others in direct comparisons, gives an opportu-
a
dealer
can
always
secure
in
his
locality
at
a
in Aeolian Hall, New York, in which the Duo-
nity to show every side of its capabilities which,
Art piano appeared, assisted by Eleanor Shaw, comparatively low cost, and a rug was thrown
in the direct demonstration to the individual
across
the
platform.
Ceiling
and
side
lights
were
pianist, and Fred Sheffield Child, tenor. This
prospect, is always lacking.
recital, which was one of the costume recitals used, temporary installations, the side lights be-