February 21, 1920 



HORTICULTUKK 



147 



Little Talks on Advertising 



"There is no case on record of a mer- 

 chant who has tried advertising, tried 

 It right, and then quit." 



This statement was made by Salem 

 X. Basliin, an advertising manager at 

 a recent convention in West Virginia. 



"Many merchants have tried adver- 

 tising and quit in disgust. They found 

 that it did not pay. Such an experi- 

 ence may be lil{ened to the experience 

 of the anaemic young man who was 

 counseled by liis doctor to leave the 

 city and Inhale the Invigorating crisp 

 air of the mountains. The young man 

 went to the mountains and, noticing no 

 change in his condition after the first 

 day, returned to the city, satisfied that 

 he had given the doctor's suggestion a 

 fair trial, and that it had failed. 



"Advertising does not pay unless it 

 is advertising in the fullest sense of 

 the word. 



"Do not think of your occasional ad- 

 vertising, disconnected, unrelated, as 

 100 per cent, advertising. 



"Your advertising must function just 

 aa regularly and just as systematically 

 as the opening and closing of your 

 store, with as much attention to the 

 details aa you lavish on your windows. 



"Do you think you could do much 

 business if your windows were attract- 

 ively displayed and made an appeal 

 about one day out of seven, or about 

 one day every two weeks? 



"Do you think that your valuable 

 window space, a reason for your high 

 rent, could show a return commen- 

 surate with its cost If the windows 

 were not used consistently and effi- 

 ciently? 



"Do not play with advertising, and 

 do not let advertising attack you for 

 an expenditure at odd and uncertain 

 intervals. Employ advertising as you 

 employ a salesman in your store, and 

 keep it busy. Know what your adver- 

 tising for the year will cost you, and 

 know that far from saving, you are 

 losing money when you conserve a dol- 

 lar of that appropriation." 



luucli tliought. At ijiH' .■^iiU' wa.s an out- 

 line view of tlio famous tower of the 

 Park Street Church, with the flower 

 store at its base. On the opposite side 

 of the three column space was a repro- 

 duction of an old fashioned bouquet 

 with an arrow through the center. 

 This was the bouquet which the firm 

 featured for the occasion, and being 

 quite different from most of the flor- 

 ists' offerings, it was received with 

 much favor. 



llougliton-Gorney, Thomas F. Gal- 

 vin, and Penn were the only Boston 

 florists to make any special Valentine 

 Day display. Penn, as usual, had 

 quite an elaborate advertisement, while 

 that of Mr. Galvin was much more re- 

 strained, simply featuring the name 

 and carrying the word "Flowers" in 

 large type. 



MODERN SALESMANSHIP. 



At the Convention of the Tennessee 

 Florist Association, at Knoxville, Mrs. 

 Edith Goetz, of Joys, the Florist, in 

 Chattanooga, had the following to say 

 on Modern Salesmanship: 



My subject, "Modern Salesmanship" 

 is a much abused one. Will do what 

 I can to give you my idea of it. 



To be "modern" the first essential is 

 an attractively arranged store. Of 

 course, it is impossible to keep the 

 work room of your shop clean, but the 

 front should always be neat and at- 

 tractively arranged. The ice boxes 

 should be filled with good stock (If 

 it can be obtained) each vase plainly 

 marked. 



These essentials must be cared for 

 before salesmanship successfully be- 

 gins. 



BOUVARDIA 



Tli^re Ih alwayt* a Hliortare In 



BOUVARDIAS 



WIIV NOT OUUKK NOW 



Slni,-I« Wliilr iilnKle I'iok 



Blnslo Kril 



100 IIKXI 



2 Inch pom »1.50 W.->.00 



aVj Inch pots 8.00 lO.OlJ 



.\prll Delivery 



C. U. LIGGIT 



303 Bulletin Bids. rtiUailelphla. I'a. 



Your customer should be greeted 

 with a smile or "Good morning." If 

 you are busy when they enter, their 

 presence should be acknowledged with 

 a nod and the information that you 

 will wait on them as soon as possible. 



Fifty per cent, of your sales can be 

 made without showing any stock or 

 photography. A suggestion is what 

 most customers want and if you can 

 show a knowledge of your stock and 

 an interest in your customer, your 

 sale is easily made. 



The order should be plainly copied 

 and if the item is charged address and 

 all other information should be plainly 

 shown on the ticket. 



The customer should always be 

 asked "If they wish to pay" for the 

 purchase. Many charges could be 

 avoided if this question were asked. 



Modern Salesmanship goes further 

 than a sale or copying of the order — 

 the package should be neatly packed 

 and attractively tied and delivered in 

 the same condition. 



No sale is complete until the flowers 

 are received and the recipient is 

 pleased. 



Thank your customer, ask If there 

 is anything else they need and request 

 that they call again. 



Houghton-Gorney, of Boston, put 

 out a very unique St. Valentine's Day 

 advertisement, and one which showed 



THE ST. MARTIN 



The Finest All-around Strawberry That Grows 



Color — Rich, deep red 



Size — Sixteen berries to a quart jar 



Flavor — Unsurpassed 



Long season, good canner, perfect blossoms and strong 

 runners. Awarded the silver medal of the Massa- 

 chusetts Horticultural Society 



PRICE 



$10.00 PER DOZEN 



LOUIS GRATON 



Originator and Sole Owner 

 309 Bedford Street WHITMAN, MASS. 



