October 9, 1920 



HORTICULTURE 



279 



KERR'S GOOD ADVERTISING 



Some of the Secrets of the Success He 

 has Achieved 



Kerr, the Florist, of Houston, Texas, 

 lias made a wide reputation because 

 of the excellent success of his adver- 

 tising. 



Much of this advertising is prepared 

 by Mr. E. W. Eichlen, the sales man- 

 ager, and at a recent Southern Con- 

 vention, Mr. Eichlen outlined some of 

 the principles he follows. He said in 

 part: 



"When your advertisement is in- 

 tended to close the sale of some speci- 

 fied flower, or plant it will be neces- 

 sary to arouse interest and close the 

 sale through suggestions and a strong 

 appeal to the senses, beauty, quality, 

 form. size, fi-agrance, color, touch im- 

 agination, satisfaction of pride and a 

 fair price appeal. When a motive is 

 formed there is a willingness to buy 

 and it remains only for a clever sales- 

 man to close the sale, but. when it is 

 necessary to arouse a motive consid- 

 er what practical uses your luospects 

 will get with your flowers, ;ind what 

 main motives will make your iirosi)ect 

 want your flowers. Vanity and the ex- 

 pression of love and sympathy, I con- 

 sider the principal motives for the 

 uso of flowers. Style and the prestige 

 that sroes with it is a valuable adver- 

 tising point. Let your advertisement 

 fairly bristle with style appeals, make 

 your name so distinctive that its ap- 

 pearance on a corsage bouquet box is 

 evidence of the good-taste and rare 

 judgment of the sender. 



"The QUALITY appeal has strength 

 because our stock is perishable and 

 much satisfaction depends upon the 

 freshness and substance of the flowers. 

 It should be every florist's aim to 

 handle flowers of superior merit, and 

 make the fact known. 



LOVE, the unilefined sentiment, is 

 our most effective apiieal. Love of 

 Mother. Sister. Sweetheart or Friend, 

 an affectionate desire to create happi- 

 ness for them and to apprise them of 

 this desire; what better advertisement 

 of one's love than to "Say It With 

 Flowei-s"? And so it is with sympa- 

 thy when flowers inspire hope and 

 banish loneliness. Their proven thera- 

 peutic value in the sickroom is food 

 for other thoiigbt in the direction of 

 more sales. 



"Your firm name, the most valuable 

 asset you have, is your best means of 

 identifjing your flowers and the serv- 

 ice you advertise. Individuality may 

 be impressed by an attractively de- 

 signed name plate which must always 



IL-I 



I'lierc'** otiT>' ull«< wiiy tu lutvr tllfm. I'tunt 



BULBS FROM STORAGE f.-.-.S^oJiS^ 



ItiK rrdiriih art' ii*<Kiir*Ml for No\<-nil>«*r iinti Dt'coitihiT Ctittinic* 



Kxpr***.-* 



liipiiH'iits lit liit«*rv)LlH to Hult yuu. 



III. i:^^!) to caKi') prr niHi 



U in. i:UN> to r:iH)-) imt case. 4.'>.<K> 

 tu 10 in. (2'2^ lu case) per cai*e, 50. uu 



LILIUM GIGANTEUM 



A few colored Lilies uiiil Viilliy alHO ou Ice — write for prices. 



CHICAGO VAUGHAN'S SEED STORE newyork 



FARQUHAR'S UNIVERSAL MIGNOt'ETTE 



This Mignonette is considered to be one of the finest for the greenhouse, 

 and has received many Awards where exhibited. 



It produces enormous sweetly scented spikes of reddish-green flowers, 

 which are greatly in demand for cutting. 



1-4 oz., $4.00; 1-8 oz., $2.00; 1-16 oz., $1.00 

 R. & J. Farquhar Company, Boston, Mass. 



STUMPP & WALTER CO. 



Seeds and Bulbs 



30-32 Barclay Street 

 NEW YORK CITY 



Bolgiafio's "Big Crop" Seeds 



"TESTKD AND TIU STED" OA EK A 



CENTrUY 



Special Price lAst to Florists and Murkf t 



Gardeners. Write for a copy at once — it 



will save you money. 



J. BOLCIANO & SON 



IJ.VI.TIMOKK, M AKVI, AN r) 



EVEKYTHINO IX CITTIXOS ASD 



.S.M.M.L POT PL.VNTS 



MAGIC HOSE SEEH.S .AND BII.ISS 



NlrO I-l ME 



ROMAN J. IRWIN 



I.MrOKTEK 

 43 West mill .SIr.Tt NEW V(»KK 



GARDEN SEED 



BI:KT. CARItOT, I'AUSNII'. UADISII unci 

 GAltDEN PEA SEED In variety ; also otber 

 items of the short crop of this patst season 

 as well as a full line of (Janlen Seeds, will 

 be quoted yuu upon appHe^ition to 



S. D. WOODRUFF & SONS 



82 Der St . NEW YORK and ORANGE CONN. 



SEEDS, BULBS. PLANTS 



JOSEPH BRECK & SGNS, COIiP. 



47-S4 North .Market i^lrert 

 BOSTON. M.\.>iS. 



W. E. MARSHALL & CO. 



SEEDS, PLANTS AND BULBS 

 Horticultural Sundries 



166 W. 23rd St.. NEW YORK 



be emphasized in your advertising. It 

 must be your personal representative 

 in cold type and should be of distinc- 

 tive design and easily recognizable. In 

 addition to the national slogan it is 

 well for every florist to adopt a slo- 

 gan that many people were under the 

 impression that all of our flowers were 

 shipped from Northern markets and 

 were not in fresh condition when sold, 

 we adopted the slogan "Fresh Every 

 Morning." which has appeared during 

 the past two years in nearly one thous- 

 and advertisements and over sixty 

 thousand pieces of direct advertising. 



it has succeeded in overcoming this 

 erroneous impression. 



"Your show windows offer unusual 

 oi porlunities for converting a little 

 originality and artistic effort into 

 actual sales. While window display 

 should co-ordinate with all advertis- 

 ing, especially newspaper, there should 

 be an element of the new, the unique, 

 to attract attention and create favor- 

 able comment. Your window is the 

 guide to the quality of your flowers 

 and other stock and the progressive- 

 ness of your establishment. Regular 

 changes with attractive displays and 



