Music Trade Review
Issue: 1928 Vol. 87 N. 24 - Page 6
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The Music Trade Review
Piano Promotion Committee Outlines
the Business Prospects for 1929
In Broadside Just Sent to the Trade the Work of the Committee Is Described at
Length and Retailers Are Urged to Co-operate for More Sales
' T * H E Sales Promotion Committee of the Na-
•*• tional Piano Manufacturers' Association
through Edward C. Boykin, executive secre-
tary, has just issued a special broadside to the
piano merchants of the country which repre-
sents an optimistic message for the coming
year.
The broadside pays particular attention to
what has been and is being done to develop
greater interest in the piano on the part of
the public, and outlines the various impor-
tant activities, such as class-piano instruction;
development of modern merchandising and
sales plans; national advertising and general
publicity; easy piano lessons through the "Look
and Play" piano books; tie-up advertising for
dealers; closer contacts with music teachers
and music and civic organizations, and other
movements.
The point is emphasized that 1929 holds a
real opportunity for dealers who are willing to
take advantage of the promotion work that has
already been carried on and that which has
been planned. In this connection Mr. Boykin
says in his message:
"Little or no effort is being made by piano
merchants to sell pianos to thousands of homes
that can be sold—prove this for yourself. Se-
lect any fifty good homes in your community
and call on them conscientiously. Facts show
that you will find at least ten good prospects
in these fifty homes. Go ahead and try this
and write me the results of your trial.
"The parents of America are wide open to
welcome such a splendid influence as the piano
in keeping boys and girls at home and training
their minds in the right direction—any parent
in your community will corroborate this state-
ment.
"More interest is being created in the piano
and in learning to play the piano than ever
before in its history—this fact is basic and of
vital importance to the industry because the fu-
ture of the piano rests on the extent to which
people desire to play the piano.
"A permanent increase in the sales of pianos
depends on the creation of a permanent interest
in the piano—this applies to the smallest com-
munity as strongly as to the largest and yours
is no exception.
"The man who says people don't want pianos
to-day doesn't know what he's talking about—
among others I have before me the results of
a survey made in just one small town in the
Middle West. Out of 375 homes called on and
able to buy a piano there were 175 prospects
who did not even have an old piano!
"If you wish to sell pianos against to-day's
competition you must devote exclusive efforts
to the sale of pianos—I do not mean that a
piano merchant cannot sell other lines in his
s-tore, but I do mean that the same salesman
cannot sell both radios and pianos and at the
same time do justice to the piano, the"corner-
stone of your business.
"Modern merchandising ideas must be in-
jected into the business of selling pianos. There
are too many piano merchants who are in-
clined to let things slide—if you wish to stay
in the piano business and make money in it
you've got to keep step with the rest of the
procession.
DECEMBER 15, 1928
"One of the vital needs of the piano industry
is more real salesmen and fewer door-bell ring-
ers—you, as a piano dealer, can easily prove
the value not only of more salesmen, but also
of more salesmanship."
Motoring Santa Glaus Aids
Werlein Holiday Business
NEW ORLEANS, LA., December 10.—Philip Wer-
lein, Ltd., 605 Canal street, conducted a novel
advertising scheme in connection with the
Christmas season that, according to Miss Orrie
Summers, advertising manager, brought un-
usually good results. A man was employed to
dress and act as Santa Claus who could sing
and play the guitar. An automobile was deco-
rated and arranged so as to resemble a house
and was driven around the city by "Santa
Claus." He would also sit in the display win-
dow of the company and sing popular songs,
the window being arranged with a microphone
so that it could be heard outside, and the re-
sult was that it drew crowds every day. He
also visited the schools of the city, where he
sang and played the guitar for the children
and asked the children to tell their parents that
they would like some kind of a musical instru-
ment, a radio or a phonograph for a Christmas
present.
Brunswick Co. Dividend
The directors of the Brunswick-Balke-Col-
lender Co. have authorized a dividend of one
and one-quarter per cent on the outstanding
preferred stock of the company payable Janu-
ary 1, 1929, to stockholders of record Decem-
ber 20, 1928.
Consult the Universal Want Directory of
The Review In it advertisements are inserted
free of charge for men who desire positions.
Jlerrp Cijtisftmasf
To our friends and customers throughout
the Music Trade, we wish
& Vttv fflmy Cfjrtetmaa
with the assurance of POOLE manufacturing
standards and business methods continuing as
for two generations—an honest striving for the
finest attainable.
AVA W. POOLE, President
POOLE PIANO COMPANY
CAMBRIDGE A
BOSTON, MASS.
The Music Trade Review
Piano Promotion Committee Outlines
the Business Prospects for 1929
In Broadside Just Sent to the Trade the Work of the Committee Is Described at
Length and Retailers Are Urged to Co-operate for More Sales
' T * H E Sales Promotion Committee of the Na-
•*• tional Piano Manufacturers' Association
through Edward C. Boykin, executive secre-
tary, has just issued a special broadside to the
piano merchants of the country which repre-
sents an optimistic message for the coming
year.
The broadside pays particular attention to
what has been and is being done to develop
greater interest in the piano on the part of
the public, and outlines the various impor-
tant activities, such as class-piano instruction;
development of modern merchandising and
sales plans; national advertising and general
publicity; easy piano lessons through the "Look
and Play" piano books; tie-up advertising for
dealers; closer contacts with music teachers
and music and civic organizations, and other
movements.
The point is emphasized that 1929 holds a
real opportunity for dealers who are willing to
take advantage of the promotion work that has
already been carried on and that which has
been planned. In this connection Mr. Boykin
says in his message:
"Little or no effort is being made by piano
merchants to sell pianos to thousands of homes
that can be sold—prove this for yourself. Se-
lect any fifty good homes in your community
and call on them conscientiously. Facts show
that you will find at least ten good prospects
in these fifty homes. Go ahead and try this
and write me the results of your trial.
"The parents of America are wide open to
welcome such a splendid influence as the piano
in keeping boys and girls at home and training
their minds in the right direction—any parent
in your community will corroborate this state-
ment.
"More interest is being created in the piano
and in learning to play the piano than ever
before in its history—this fact is basic and of
vital importance to the industry because the fu-
ture of the piano rests on the extent to which
people desire to play the piano.
"A permanent increase in the sales of pianos
depends on the creation of a permanent interest
in the piano—this applies to the smallest com-
munity as strongly as to the largest and yours
is no exception.
"The man who says people don't want pianos
to-day doesn't know what he's talking about—
among others I have before me the results of
a survey made in just one small town in the
Middle West. Out of 375 homes called on and
able to buy a piano there were 175 prospects
who did not even have an old piano!
"If you wish to sell pianos against to-day's
competition you must devote exclusive efforts
to the sale of pianos—I do not mean that a
piano merchant cannot sell other lines in his
s-tore, but I do mean that the same salesman
cannot sell both radios and pianos and at the
same time do justice to the piano, the"corner-
stone of your business.
"Modern merchandising ideas must be in-
jected into the business of selling pianos. There
are too many piano merchants who are in-
clined to let things slide—if you wish to stay
in the piano business and make money in it
you've got to keep step with the rest of the
procession.
DECEMBER 15, 1928
"One of the vital needs of the piano industry
is more real salesmen and fewer door-bell ring-
ers—you, as a piano dealer, can easily prove
the value not only of more salesmen, but also
of more salesmanship."
Motoring Santa Glaus Aids
Werlein Holiday Business
NEW ORLEANS, LA., December 10.—Philip Wer-
lein, Ltd., 605 Canal street, conducted a novel
advertising scheme in connection with the
Christmas season that, according to Miss Orrie
Summers, advertising manager, brought un-
usually good results. A man was employed to
dress and act as Santa Claus who could sing
and play the guitar. An automobile was deco-
rated and arranged so as to resemble a house
and was driven around the city by "Santa
Claus." He would also sit in the display win-
dow of the company and sing popular songs,
the window being arranged with a microphone
so that it could be heard outside, and the re-
sult was that it drew crowds every day. He
also visited the schools of the city, where he
sang and played the guitar for the children
and asked the children to tell their parents that
they would like some kind of a musical instru-
ment, a radio or a phonograph for a Christmas
present.
Brunswick Co. Dividend
The directors of the Brunswick-Balke-Col-
lender Co. have authorized a dividend of one
and one-quarter per cent on the outstanding
preferred stock of the company payable Janu-
ary 1, 1929, to stockholders of record Decem-
ber 20, 1928.
Consult the Universal Want Directory of
The Review In it advertisements are inserted
free of charge for men who desire positions.
Jlerrp Cijtisftmasf
To our friends and customers throughout
the Music Trade, we wish
& Vttv fflmy Cfjrtetmaa
with the assurance of POOLE manufacturing
standards and business methods continuing as
for two generations—an honest striving for the
finest attainable.
AVA W. POOLE, President
POOLE PIANO COMPANY
CAMBRIDGE A
BOSTON, MASS.
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