Music Trade Review
Issue: 1925 Vol. 81 N. 3 - Page 3
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
REVIEW
THE
VOL. LXXXI. No. 3
Published Every Saturday. Edward Lyman Bill, Inc., 383 Madison Ave., New York, N. Y. Jaly 18, 1925 * ln % m £f#S
i°eJ""*
Featuring the Local Endorsement as a
Means to Make More Sales
The Clark & Jones Piano Co., Birmingham, Ala., Steinway Representative in That City, Uses Names of
Local Owners in Effective Window Display, Which Attracts Large Numbers of Passersby—The
Confidence Created by Familiar Names of Those Who Alreadv Own the Piano Sold
DVERTISERS generally, both in and out
of the music trade, have come to realize
with considerable force the fact that
neighborhood endorsements of various products
have a publicity value which cannot be ignored
if best results are to be secured in the way of
sales. The fact that some great pianist, for in-
stance, uses and commends a certain instrument
undoubtedly lends distinc-
tion to it in the minds of
many prospective purchas-
ers, whether or not they
have had the opportunity of
hearing that pianist per-
form. It is his reputation
which carries weight and
the conviction that his judg-
ment of tone quality is
worth following. But the
endorsement of Miss Smith,
the local music teacher, or
Bill Jones, a near neighbor,
is considered as having
even more value for the
reason that they have direct
contact with the prospec-
tive buyer; he feels that
they are in'his own class
and that what they say can
be backed up by an inspec-
tion of the instrument it-
self.
A
appeal to .the wavering buyer and that the plan
is successful is proven by its continuance.
On more than one occasion piano merchants
have found it worth while to print in booklet
form a list of the names of those people in their
territory who have purchased instruments of
certain makes, and in many cases pictures of
some of the more attractive homes have been
it was worth while to tell the local public just
who owned Steinways among the internation-
ally elect, as well as among the local citizens.
The Clark & Jones Co., as will be seen by
the accompanying photograph, placed in its
show window a large frame in which were dis-
played close to 100 cards bearing the names
of Birmingham's citizens who own Steinways,
together with the names of
some international celebri-
ties who also use and en-
dorse that instrument. With
a view to giving the impres-
sion that the list was en-
tirely too large to be in-
cluded in the single frame,
close to 300 other cards
also bearing the names of
Steinway
owners
were
placed in regular order on
the floor of the show win-
dow, a Steinway small
grand being the only other
feature of the display.
The window emphasized
most strongly the value of
the local appeal, for there
was hardly an hour of the
day or evening when the
space in its front was not
well filled with the curious
seeking to find if the names
of friends or acquaintances
So we find an increasing
were to be found on the
number of piano merchants
cards.
That there were
featuring in their advertis-
shown the names of local
ing the fact that some
people of prominence whose
prominent local citizen has
opinions had a recognized
installed in his home a pi-
value is regarded as having
ano of the make they sell,
Clark & Jones Co. Window Listing Names of Local Steinway Owners
found to be effective for the reason that even
had a distinct effect on sales, according to the
or that that particular instrument was used in a
though the prospective purchaser may not be
piano house.
certain recital or is used for instruction work
acquainted with one of the dignitaries of the
by a local teacher of reputation. There is cre-
The local appeal proved a most effective rep-
town, he has the feeling that, in purchasing a
ated that homey feeling which breeds a confi-
utation builder, and reputation for any product
piano of the same make, he is putting himself
dence that cannot be developed any other way.
of quality, such as a piano, has a distinct effect
in the same class, in a sense, with his more im-
In featuring the local user piano men are not
upon its selling possibilities. The dealer or
portant neighbors.
showing any great degree of originality, how-
the salesman recognizes at once, in talking with
ever. They are. simply adopting a plan which
a prospect, the task that is before him when
A particularly interesting example of how the
has worked successfully in other fields. For
that same prospect declares: "It looks and
local endorsement may be utilized advanta-
some years manufacturers and dealers in house-
sounds like a good piano, but I have never
geously was found in a recent window display
hold accessories and in building equipment and
featured by the Clark & Jones Piano Co., Bir- heard of it before." Good salesmanship can
supplies have seen the logic in citing the expe-
mingham, Ala., who have long represented the quite frequently overcome this handicap, but if
rience and satisfaction of the neighbor as an
(Continued on pag-e 4)
Steinway piano in that section and who felt that
REVIEW
THE
VOL. LXXXI. No. 3
Published Every Saturday. Edward Lyman Bill, Inc., 383 Madison Ave., New York, N. Y. Jaly 18, 1925 * ln % m £f#S
i°eJ""*
Featuring the Local Endorsement as a
Means to Make More Sales
The Clark & Jones Piano Co., Birmingham, Ala., Steinway Representative in That City, Uses Names of
Local Owners in Effective Window Display, Which Attracts Large Numbers of Passersby—The
Confidence Created by Familiar Names of Those Who Alreadv Own the Piano Sold
DVERTISERS generally, both in and out
of the music trade, have come to realize
with considerable force the fact that
neighborhood endorsements of various products
have a publicity value which cannot be ignored
if best results are to be secured in the way of
sales. The fact that some great pianist, for in-
stance, uses and commends a certain instrument
undoubtedly lends distinc-
tion to it in the minds of
many prospective purchas-
ers, whether or not they
have had the opportunity of
hearing that pianist per-
form. It is his reputation
which carries weight and
the conviction that his judg-
ment of tone quality is
worth following. But the
endorsement of Miss Smith,
the local music teacher, or
Bill Jones, a near neighbor,
is considered as having
even more value for the
reason that they have direct
contact with the prospec-
tive buyer; he feels that
they are in'his own class
and that what they say can
be backed up by an inspec-
tion of the instrument it-
self.
A
appeal to .the wavering buyer and that the plan
is successful is proven by its continuance.
On more than one occasion piano merchants
have found it worth while to print in booklet
form a list of the names of those people in their
territory who have purchased instruments of
certain makes, and in many cases pictures of
some of the more attractive homes have been
it was worth while to tell the local public just
who owned Steinways among the internation-
ally elect, as well as among the local citizens.
The Clark & Jones Co., as will be seen by
the accompanying photograph, placed in its
show window a large frame in which were dis-
played close to 100 cards bearing the names
of Birmingham's citizens who own Steinways,
together with the names of
some international celebri-
ties who also use and en-
dorse that instrument. With
a view to giving the impres-
sion that the list was en-
tirely too large to be in-
cluded in the single frame,
close to 300 other cards
also bearing the names of
Steinway
owners
were
placed in regular order on
the floor of the show win-
dow, a Steinway small
grand being the only other
feature of the display.
The window emphasized
most strongly the value of
the local appeal, for there
was hardly an hour of the
day or evening when the
space in its front was not
well filled with the curious
seeking to find if the names
of friends or acquaintances
So we find an increasing
were to be found on the
number of piano merchants
cards.
That there were
featuring in their advertis-
shown the names of local
ing the fact that some
people of prominence whose
prominent local citizen has
opinions had a recognized
installed in his home a pi-
value is regarded as having
ano of the make they sell,
Clark & Jones Co. Window Listing Names of Local Steinway Owners
found to be effective for the reason that even
had a distinct effect on sales, according to the
or that that particular instrument was used in a
though the prospective purchaser may not be
piano house.
certain recital or is used for instruction work
acquainted with one of the dignitaries of the
by a local teacher of reputation. There is cre-
The local appeal proved a most effective rep-
town, he has the feeling that, in purchasing a
ated that homey feeling which breeds a confi-
utation builder, and reputation for any product
piano of the same make, he is putting himself
dence that cannot be developed any other way.
of quality, such as a piano, has a distinct effect
in the same class, in a sense, with his more im-
In featuring the local user piano men are not
upon its selling possibilities. The dealer or
portant neighbors.
showing any great degree of originality, how-
the salesman recognizes at once, in talking with
ever. They are. simply adopting a plan which
a prospect, the task that is before him when
A particularly interesting example of how the
has worked successfully in other fields. For
that same prospect declares: "It looks and
local endorsement may be utilized advanta-
some years manufacturers and dealers in house-
sounds like a good piano, but I have never
geously was found in a recent window display
hold accessories and in building equipment and
featured by the Clark & Jones Piano Co., Bir- heard of it before." Good salesmanship can
supplies have seen the logic in citing the expe-
mingham, Ala., who have long represented the quite frequently overcome this handicap, but if
rience and satisfaction of the neighbor as an
(Continued on pag-e 4)
Steinway piano in that section and who felt that
Future scanning projects are planned by the International Arcade Museum Library (IAML).