Music Trade Review

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A DEMONSTRATION
PLAN THAT
M A K E S SALES
Anderson-Soward Co., Dayton, O.,
Evolves Method for Prospect Get-
ting That Costs Little But Brings
Large Returns in Business
ONE OF THE DEMONSTRATION GROUPS
By TRUMAN MILLS
women's auxiliary organizations and the like, offer the best
prospects. The contact woman explains the proposition to
the president of the club and arranges a date for the demon-
HIGHLY successful plan of sales promotion which stration.
has resulted in the creation of a great deal of new
"We first started on church groups, but found after a time
business is being worked out by the Anderson- that many of these are made up of older persons who are not
Soward Co., Dayton, O., music house. Grand the best prospects. Consequently, we have endeavored to get
pianos, radios, musical instruments and electrical refrigerators the younger circles of the churches, and more youthful groups
are being sold through taking advantage of the public's desire in different organizations. After we started the idea we found
to "go somewhere" and the individual's interest in making it was soon unnecessary to solicit the groups, for the word
money for his club.
got out that we were making the offer and in a short time we
Last Winter the Anderson-Soward Co. began inviting vari- were booked up for months in advance.
ous groups, such as parent-teacher organizations, ladies' aid
"We set the meeting time for 8:()() o'clock, but find that
societies, circles and clubs, to come to the display rooms for the guests start coming in at 7:00 o'clock, and by 7:30 they
a demonstration. An offer to pay 25 cents for each person are usually all present. The demonstration is scheduled to
coming to the store during an appointed evening was made. be over at 9:30, but the guests seldom leave HV that time,
Groups were limited to thirty-five persons for convenience often staying over until 10:30 or 11:00 o'clock. We pay
in handling. In explaining how the plan has worked out, the 25 cents only for those members who stay through the
Chester I). Anderson, president of the Anderson-Soward demonstration.
Co., says:
"The first thing on the program is registration. Cards with
"Almost every church group and social organization is spaces on them for listing the name, address and organization
interested in raising some money for a pet project. Our plan of the individual, items of merchandise used in the home, and
is to get in communication with these groups and invite the friends who might be interested, are provided.
members to the store. When we get them in, we demon-
"When everybody is seated, we give talks to the group. I
strate our merchandise and give them some food and enter- explain first that we have the group here to make them
tainment. In addition to
acquainted with what we
have to offer in the store.
paying the organization for
Name
Date
Then I go on and outline
every person represented, we
193.
Address
the field we cover, and give
offer to allow the members
Organization
a special selling talk on
of the group a 2 per cent
Merchandise Used in Our Home
pianos and the value of
commission on any sales that
Piano
-
- ..
music in the life of the indi-
are made to them or to their
Refrigerator
_
„
vidual.
friends. This money may
Radio
„
„
„
Washer
—
be turned into the treasury
"In preparing this talk I
Cleaner
of the club.
have drawn much help from
Other Elect. Appl.
.
the article, 'The Pelicans and
"The best way to start is
PERSONS INTERESTED
the Piano,' by Jay Media,
to get a 'contact woman.'
Name
Interested in
which appeared in The
And have her get in com-
Address
-
Etude, and which has been
munication with the heads
Name
-
Interested in
Address
reprinted in pamphlet form.
of different organizations.
I stress especially the value
Lodges, church groups, both
THE CARD THAT GETS THE INFORMATION
{Please turn to page 10)
Protestant a n d Catholic ;
A
THE
MUSIC
TRADE
REVIEW,
June-July, 1932