﻿14 



The Florists' Review 



Apbil 22, 1920 



car barns; the appearance of conductora 

 and motormen, each wearing a carnation, 

 was a constant reminder and incentive 

 to all of that day s street car passengers 

 to buy flowers. Many people who ap- 

 preciate the loneliness of patients in 

 hospitals will want to "mother" them 

 by sending them flowers. The spirit 

 of Mothers' day, once aroused, finds 

 innumerable ways to express itself. 



One further suggestion, which grew 

 out of war conditions, but which is still 

 of value, is that mothers will also want 

 to send flowers to their sons and 

 daughters. Some people on their birth- 

 days like to give presents, as well as 

 receive them; so mothers on their par- 

 ticular day may wish to give particular 

 expression to that motherliness for 

 which their children are so deeply grate- 

 ful. 



Wide Appeal Brings Wide Publicity. 



While advertising and the cooperation 

 of members of the trade with each other 

 through the columns of The Eeview 

 have together given Mothers' day a 

 solid foundation, much remains to be 

 done. 



Because of the spontaneous appeal 

 which Mothers' day makes, much pub- 

 licity can be secured simply as the re- 

 sult of suggestion. The governor of the 

 state or the mayor of the city can be 

 persuaded by a delegation from the 

 florists' club or by suflieiently influen- 

 tial members of the trade to issue a 

 proclamation giving his official sanction 

 to the day. Ministers will give the 

 matter publicity in their churches. 

 Fraternal organizations will spread the 

 idea among their members even farther 

 than they already have. Y. M. C. A. 's 

 will push the movement. Women's 

 clubs, singly and in federations, have a 

 natural interest in the celebration of the 

 holiday. The Congress of Mothers has 

 already endorsed it. So has the Ameri- 

 can Federationist, the official organ of 

 the American Federation of Labor. 



Means of Advertising. 



In advertising, newspapers will prob- 

 ably be found the most profitable me- 

 dium. But window cards announcing the 



MOTHERS 



SUNDAY, MAY 11th, 



Any Flower Is 

 Appropriate 



For Mother's Memory a flower White 

 For Mothers Living a Flower Bright 



FLOWERS; FDR 

 HOniERSDAY 



D^TVEREb AHYVHERE 

 EmphasUes the Main Point. 



Don't Forget Your 

 Best Friend on 



Mother's Day 



The UAtion decrees that on this noble 

 festival we flhould express our senti- 

 ments with flowers. Send Mother^ 



KOSeS There are nuQy inexpen- 

 sive varietiea to choose from. 



■Sweet X eStSare ^beautiful n( 

 this time of the year and unusually ap- 

 propriate for the occasion. 



Spring Flowers in Bas- 

 kets or Growing Plants are -ideal for 

 brightening mother's fayorite room. 



Place Tour Order Now 



Albuy B«tail rioriiU' AuocUtion 



Doesn't Mention Carnations. 



day, Mothers' day, and the date, Sun- 

 day, May 9, and giving the "bright 

 flowers, white flowers" couplet and the 

 retailer's name, will prove effective. 

 Banners on delivery cars and wagons 

 will bring the same message to a large 

 audience. Beminder cards in delivered 

 packages and stickers on them will re- 

 sult in return trips to the store using 

 them. Personal letters to the best cus- 

 tomers will bring to their attention an 

 occasion for flower buying which should 

 not be overlooked. 



In the newspapers, both display ad- 

 vertisements and "readers" may be 

 used, but they are not the only channel 

 of publicity. The enterprising retailer 

 may have window decorations, plans 

 for flower distribution, unusual orders, 

 or other features for the day suffi- 

 ciently originarto have news value. The 

 deeper meanings of the day will appeal 

 to the moral side of the editor's nature 

 and an editorial endorsing Mothers ' day 

 will benefit the paper, the public and 

 the trade. Nor should the cartoonist 

 be forgotten, especially if his work is 

 syndicated to a large number of papers. 

 Newspaper cartoons can be, not only 

 flippant or satiric, but both serious and 

 sympathetic, and they get the readers' 

 attention with a directness and a force- 

 fulness which reading matter seldom 

 attains. A suggestion sent to the car- 

 toonist for a picture embodying the 



sentiment of Mothers' day will ofte^ 

 bring results. 



A Oliaace for the F. T. D. 



In planning the advertising for 

 Mothers' day, the large opportunities 

 for telegraph delivery service must, not 

 be overlooked. This day is a peculiarly 

 appropriate time for the strengthening 

 of family bonds which may have been 

 allowed to weaken. It is a time when 

 however strong the filial relationship' 

 absent children will want to send some' 

 token of their love to the mother at 

 home. It is a time, too, when many 

 people will wish to have a wreath or a 

 simple bunch of flowers placed on the 

 mother's grave in a distant city. Con- 

 sequently, even the mere mention of 

 facilities for telegraph delivery will 

 bring large returns. 



Here, then, is the day — Mothers ' day. 

 The trade and The Review, working to- 

 gether, have taken this idea, originated 

 by a lady who doubtless had at the 

 time no notion of its ultimate possibili- 

 ties, and have made of it one of the 

 leading floral holidays, a day when 

 flowers are particularly a beautiful ne- 

 cessity. Let this cooperation continue 

 and the prominence of the day increase 

 yet morel 



AD AIDS FOB MOTHEBS' DAY. 



Notably in Newspapers. 



While there are many ways, both 

 through direct advertising and through 

 indirect suggestion, by which the de- 

 msind for flowers for Mothers' day or 

 any other holiday may be stimulated, 

 newspaper advertising is the most im- 

 portant single channel to publicity, es- 

 pecially for this particular holiday. 



Whether the advertising is coopera- 

 tive or individual, whether it is spread 

 among several newspapers in the same 

 city or is concentrated in that which 

 seems most likely to reach the readers 

 desired as customers, the Mothers' day 

 advertisement itself has certain more or 

 less essential elements which deserve 



UOTBEBS DAY 

 Sunday, May 1\X\\' 



The correct Significance: 



White Flower for Mothers' memory' 

 Colored Flowers for living Mothers 

 Any Flowers are appropriate 



Your Reiular Floritt 

 Can Supply You 



COKnUWTlO if 



J D BUCWSTONE. 

 JI20l4ih$t. N.W. 



Z. D. BLACKISTONE. 

 14th Kid H So. N. W. 



C. E. BKOOKS. ■ 

 l4lhU(IPaikRil.N.W. lUO l«h 51.71. W. 



DL'PONT FLOWER SHOP. 

 7 Duponi CkIc. 



CUDE BROS. CO, 

 12MFSI.N.W. 



F. H. KRAMER. 



*i*fSi.N.w. rawiStN-W. 



LOUISE FLOWER SHOP 

 C«<n. Avt. ind N S«m(. 



CEO. C. SHAFPIR, 



woi«tiS(. 



Di|^it7 In Washington, D. C. 



