The San Francisco call., 1906-09-03
Eilers Music Company Inaugu-
rates Novel Publicity
Campaign

The Eilers music people, in celebration Of their
re-establishment in San Francisco in the finest
and largest building of any in the piano trade,
and in order to make up for lost time and
crowd full years business into the remaining
few months of their business year. which ends
January 81 next. have announced great word
building contest which it is expected will reach
every home in the West.
Valuable prizes, amounting to $4,000 includ-
ing one of the famous $1,000 Krell Solo Grands
and also one of the famous $3.50 style Auto
pianos in Mission design. as well several other
costly highest grade regular upright pianos, are
inclnded in the list of prizes
This is at once the most liberal and most ex-
tensive advertising campaign ever inaugurated
in the piano trade. yet the business of this con-
Germ is so extensive that it is expected to amount
to just about 8 cents on every dollar Of the an
tieipated business that this house intends to
secure within the time specified.
'.Our business is unlike regular retail mer-
camille establishment said Mr.. Eflers in COM
menting upon this proposition. for you know a
good piano is rarely bought than IN a
lifetime. and while large percentage Of our
business Is secured through the good words that
former patrons and friends may speak for US.
still we must continually endeavor TO find new
trade. We must everlastingly bring our business
and methods to the attention Of thinking
people
I'm lines of commerce involving the sale OF
articles OF everyday demand. once merchant
has his business established and has become
known for fair dealing and courteous treatment.
the trade comes TO him every day without much
further effort; but with US we must find new
business each day We have attractive prop
osition and once people know 1t. we invariably
secure the business.
ELIMINATING SELLING COST.
s.The reason the Eilers stores sell so many
pianos" he continued, is because Of our ability
10 reduce the selling cost each instrument to
the buyer. If every piano buyer had the oppor-
tunity of going to the factory and securing a
specially selected piano at the price the whole
sale dealer who buys thousands of them annu-
ally pays for it, II is apparent that large share
of the regular retail price could be saved
The retail price OF piano consists OF what
it costs TO make same. plus manufacturers profit.
plus the retailers profit and plus cost of sale
Manufacturers cost is fixed. but if manufac-
turer sells many pianos TO one firm he IS willing
to sell for less than In small iots-there's where
the Eilers organization comes in first of all
AN ENDLESS CHAIN.
IF the dealer sells many pianos he need not
ask large profit on each instrument II he
does not ask large profit on each instrument
he readily sell great many pianos where
an ld-fashioned dealer could sell but few at
the old-time high, prices
THUS it is that in selling many pianos the
Eflers houses very materially reduce the selling
cost OF each. Ii is in the employment of these
fundamental principles that the Eilers successes
are made possible. In other words we come
closer to enabling the retail buyer to secure his
piano at factory cost than any other concern.
and the public realizes that the quality
OF pianos Is high, and probably higher
than anybody else's. Ii is. undoubtedly. easier
for to sell thousands of pianos than il Is for
other dealers to sell hundreds