﻿April 1. 1»20 



The Florists' Review 



69 



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night, where a window shade, left a 

 trifle up, disclosed a living room occu- 

 pied by a happy family, some reading, 

 others playing some game! Did we stop 

 and take a second peep and think what 

 a cozy sight it wasf That is the idea 

 I am trying to convey about your store 

 window; it will pay big returns to have 

 a proper lighting system. 



Many will say that they have no need 

 for such foolishness; everyone is off the 

 street by 8 o'clock. Stand about your 

 store from 10:30 p. m. until 12 p. m. and 

 see the number of people who walk 

 home from the theater or other enter- 

 tainment on these fine spring nights 

 just to get the benefit of the air. Your 

 window will make a lasting impression 

 on them, for they are more than satis- 

 fied with life. In many cases some man 

 will be with the only woman in the 

 world for him. He has just enjoyed a 

 good show, he is thoroughly relaxed 

 from business and they are both ready 

 to admire your handiwork and make a 

 mental note of it for future reference. 



Special Days Soon. 



Play the game for all it is worth 

 and work right up until vacation time 

 comes. Remember that Mothers' day 

 and Memorial day are just ahead of you 

 and make your plans in advance for 

 both of these days. Then June is about 

 two months off and there will be June 

 weddings and girl graduates, but space 

 will not permit me to go into detail on 

 these in this article. However, they 

 will be taken up from time to time in 

 the future, not with any idea of telling 

 anyone what to do, but just discussed 

 in a monologue fashion by an old-timer 

 who has been through them of tener than 

 he cares to admit. Perhaps he can 

 give some suggestions that some reader 

 of The Review may capitalize to advan- 

 tage. . ^ Tate. 



NATIONAL PUBLICITY CAMPAIGN. 



[Continued from page 65.] 



vantage of one or two of the largest 

 magazines, for the reason, often stated 

 in this column, that contracts are re- 

 quired to be made so far ahead that the 

 committee could not incur the necessary 

 liability without having sufficient funds 

 in sight. 



If a greater and more reasonable sup- 

 port in the way of contributions to the 

 campaign fund were forthcoming, much 

 more could be accomplished. The fund 

 so far available has worked wonders, 

 not only through the publicity we have 

 been able to buy, but through the extra 

 publicity which it has incited, in ways 

 entirely unconceived. Our investment 

 — we must surely call it this, since we 

 are getting full and satisfactory returns 

 for our expenditures — can hardly be fig- 

 ured in dollars and cents when we con- 

 sider it in the light of an asset. Many 

 industrial captains have spent ten times 

 the amount of money for publicity that 

 the florists have spent, yet look upon 

 our publicity with envious eyes, sur- 

 prised at the tremendous results we have 

 obtained for so little. 



Can't You Be Convinced? 



Still, we are only at the edge of the 

 ocean of the possibility open to us. We 



want more money, much more, to secure 

 our full measure of benefit. We are 

 like the hungry boy looking into the 

 pastry shop window, without a penny 

 to satisfy his burning desire to taste of 

 the good things he sees. If those florists 

 who have not subscribed to the fund 

 would only realize what there is before 

 us, they would gladly dip down into 

 their pockets and produce the necessary 



funds to enable us to keep our slogan 

 daily, almost hourly, in the public mind. 

 Just think of it; there are more than 

 100,000,000 birthdays observed in this 

 country each year. There are, perhaps, 

 one-fifth as many wedding anniversaries 

 and just as many other occasions when 

 a timely suggestion, "Say It with 

 Flowers," would add to the volume of 

 the florists' business. This is what we 



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