Music Trade Review
Issue: 1930 Vol. 89 N. 3 - Page 3
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
Published Monthly
FEDERATED BUSINESS PUBLICATIONS, INC.
420 Lexington Avc.
New York
Review
Serving
the Entire
Vol. 89
Music
Industry
March, 1930
Single Copies
Twenty Cents
Annual Subscription
No. 3
Personal
Two Dollars
ontact
Secret of
/nnis
By I. R. ALEXANDER
Innis Music Co. Department
O place their lines of musical instru-
ments before the people of Wichita,
Kan., and build up business the Innes
Music Co. uses just four methods. They
are as follows:
Direct-mail advertising, newspaper advertis-
ing space, window displays and personal
solicitation.
"Of the four," said John A. Campbell, the
manager, "I find the last-named the best. In
coming in direct contact with a prospective
buyer of one of our musical instruments we
can lay facts before the person that will ex-
actly fit the case. Of course the other methods
are needed to help us find the people that are
most interested in some one of the many mu-
sical instruments we have for sale."
The Innes company has a card especially
printed for the listing of prospects. This card,
printed on white cardboard, is five inches by
T
three inches. At the top is space for the date.
Then the card is ruled so that there is a place
lor the name and address of the prospect as
well as the telephone number of the person.
Then there is space to check what the person
is interested in—-piano (grand or upright),
player-piano, phonograph or radio. The card
also tells whether there is an instrument to be
taken in trade and the name of the instrument
now owned. Two lines are left for remarks,
while the bottom line is for the salesman's
name.
These prospect cards are placed in a file at
the office, where they are ready at all times
to give data on prospects that have been visited
by the salesmen of the store.
When a sale is made another card is brought
into use. Each person buying a musical instru-
ment at the store has a card in the "customer's
file." This card gives information as to the
name of the instrument purchased, its number,
what was paid for it, date of invoice and what
it cost. Also there is space for purchaser's name
and address. If an instrument is taken in on
the deal that fact is noted together with the
name of the instrument and the amount allowed
as well as the number of the instrument. The
salesman's name, of course, appears. This card
is also five by three inches in size.
These cards can be put to use for a musical
instrument store. They are used at the Innes
store and are not merely made out, filed and
forgotten, In the first place they make up a
live mailing list and this list is used in direct-
mail campaigns. It is a guide to an intelligent
direct-mail campaign. A study of the cards
shows whom to send certain letters and whom
not to eliminate. For example, if a card says
a certain person purchased a small grand piano
{Please turn to page 21)
Name of Inst.
No.
Date of Invoice
Cost
GRAND
UPRIGHT
IN
1 I
Amt.
Address
TELEPHONE N O
INTERESTED
Date
Sold to
ADDRESS
1 1
PHONOGRAPH
PLAYER
1 1
I
RAO'O
Trade in
1
I I
Salesman
TRADE IN
INSTRUMENTS NOW O W N E D
REMARKS
SALESMAN
Prospect Cards Used by the Innis Music Co.
No.
Amt
Published Monthly
FEDERATED BUSINESS PUBLICATIONS, INC.
420 Lexington Avc.
New York
Review
Serving
the Entire
Vol. 89
Music
Industry
March, 1930
Single Copies
Twenty Cents
Annual Subscription
No. 3
Personal
Two Dollars
ontact
Secret of
/nnis
By I. R. ALEXANDER
Innis Music Co. Department
O place their lines of musical instru-
ments before the people of Wichita,
Kan., and build up business the Innes
Music Co. uses just four methods. They
are as follows:
Direct-mail advertising, newspaper advertis-
ing space, window displays and personal
solicitation.
"Of the four," said John A. Campbell, the
manager, "I find the last-named the best. In
coming in direct contact with a prospective
buyer of one of our musical instruments we
can lay facts before the person that will ex-
actly fit the case. Of course the other methods
are needed to help us find the people that are
most interested in some one of the many mu-
sical instruments we have for sale."
The Innes company has a card especially
printed for the listing of prospects. This card,
printed on white cardboard, is five inches by
T
three inches. At the top is space for the date.
Then the card is ruled so that there is a place
lor the name and address of the prospect as
well as the telephone number of the person.
Then there is space to check what the person
is interested in—-piano (grand or upright),
player-piano, phonograph or radio. The card
also tells whether there is an instrument to be
taken in trade and the name of the instrument
now owned. Two lines are left for remarks,
while the bottom line is for the salesman's
name.
These prospect cards are placed in a file at
the office, where they are ready at all times
to give data on prospects that have been visited
by the salesmen of the store.
When a sale is made another card is brought
into use. Each person buying a musical instru-
ment at the store has a card in the "customer's
file." This card gives information as to the
name of the instrument purchased, its number,
what was paid for it, date of invoice and what
it cost. Also there is space for purchaser's name
and address. If an instrument is taken in on
the deal that fact is noted together with the
name of the instrument and the amount allowed
as well as the number of the instrument. The
salesman's name, of course, appears. This card
is also five by three inches in size.
These cards can be put to use for a musical
instrument store. They are used at the Innes
store and are not merely made out, filed and
forgotten, In the first place they make up a
live mailing list and this list is used in direct-
mail campaigns. It is a guide to an intelligent
direct-mail campaign. A study of the cards
shows whom to send certain letters and whom
not to eliminate. For example, if a card says
a certain person purchased a small grand piano
{Please turn to page 21)
Name of Inst.
No.
Date of Invoice
Cost
GRAND
UPRIGHT
IN
1 I
Amt.
Address
TELEPHONE N O
INTERESTED
Date
Sold to
ADDRESS
1 1
PHONOGRAPH
PLAYER
1 1
I
RAO'O
Trade in
1
I I
Salesman
TRADE IN
INSTRUMENTS NOW O W N E D
REMARKS
SALESMAN
Prospect Cards Used by the Innis Music Co.
No.
Amt
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