Music Trade Review

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Musical Merchand
Published by The Music Trade Review, 383 Madison Avenue, New York
Tie Up Your Summer Sales Campaign
With Music Week, May 2-8
H U N D R E D AND
The churches will co-oper-
SEVENTY-ONE cities
ate.
Clergymen are usually
and towns participated
willing to mention the week
in the observance of Na-
from the pulpits and urge
tional Music Week last year.
public participation. Organ-
More than 1,500 will be active
ists can give special pro-
in this year's music week,
grams and arrange choir
which comes next month,
singing and chime ringing.
May 2 to May 8.
There can be a variety of
It is the job of the local
school events, including the
music dealer to stimulate
always popular music mem-
local interest in the observa-
ory contests. The women's
tion of this important event
clubs are usually anxious to
for it is his one big moment
do their part in matters of
of the year to get the com-
public interest of this sort
munity thinking music 100
and their part is generally an
per cent.
National Music Week Display of O. K. Houck in Memphis
effective one.
We are going to try to tell
Well - organized m u s i c
dealers how to get the most out of the music public schools, parochial schools, churches, weeks should give the professional musicians
week opportunity. In the first place, get in clubs, foreign-born, industrial, artists' concerts, of the community plenty of opportunity for both
touch with the National Music Week Committee, libraries, professional musicians, music teachers, paid and volunteer services. They are usually
45 West Forty-fifth street, New York. Calvin parent-teacher association, music memory con- generous in offering their services for it means
Coolidge is the honorary chairman of this com-
publicity.
mittee, but the man who does the most of the
You will need a budget in operating. The
leal work is C. M .Tremaine, the secretary of
receipts will come from several sources, namely,
the active committee.
the city treasury, the music dealers or the local
Begin your Summer sales drive in the most
music trade association, the community chest,
appropriate manner which is to tie up effec-
donations, sale of memberships in the Music
tively with the music week movement in your
Week Association at $100 per year, advertising
city, or if there is no real demand—make one.
in the souvenir program, musicians' union, etc.
National Music Week differs from many of
Don't forget to make a good tie-up with it
the "weeks" which have been held to an increas-
in your store. Get a supply of the national
ing extent since the war. It is not primarily
committee's posters and stickers and display
the effect of a promoter to put over a certain
them. Make a special window display. Refer
idea in the mind of the public—it suggests
to music week in your advertising. Get out
the public doing something which will bring
special letters. Have a rubber stamp made up
and print it on all your mail.
pleasure.
The first thing to do is to organize the local
Get your clerks and salesmen to talk it up.
committee. The dealer should take the initia-
Offer your store to the committee as a head-
tive. Get together with your fellow, dealers, for
quarters. This is good business for it makes
they will benefit as much as you. 'Then call
your store known as a headquarters for music.
together a group representing the various inter-
All retail musical merchandise dealers who
ests in the community—not only the musical
are members of the National Association of
groups but the social, civic, religious, fraternal
Music Merchants or who display the instruments
and industrial groups. The ideal committee will
made by members of other divisional units of
include representatives of schools, churches,
the Music Industries Chamber of Commerce are
clubs, stores, factories, theatres, institutions,
invited to submit photographs of their National
National Music Week Poster
music clubs, municipal authorities, music
Music Week displays for exhibition at the
teachers and others that will suggest themselves test, playgrounds, welfare organizations, com- national convention of that organization in New
to you.
munity service centers, publicity, program and York during the week of June 7 along with
letters which will describe their advertising tie-
There can be as many as fifty on the com- other committees.
mittee, but they should all be workers. Hold
If your town is large enough it may be well up with National Music Week. A silver trophy
some active meetings and lay your plans. The to engage the services of a paid music week and certificates of merit will be awarded.
mayor, superintendent of schools and super- organizer. This man can be a professional or-
National Music Week presents an unparalleled
visor of music must be at your meeting and ganizer and if he is the right man he will prove opportunity for the retail music merchant to
must be speakers. Sub-committees should be invaluable to you.
tie up with the community spirit in his city
appointed, including a capable finance com-
You can get from the national committee ma- and thus to attain a fine standing among the
mittee.
terial to use, including publicity articles, stickers, type of people who give him the best pros-
San Francisco's music week committee has windshield posters, hangers, window cards, etc., pective customers for his store and as a result,
thirty-five sub-committees including finance, at small cost.
best sales.