12 



The Florists' Review 



Jolt 13, 1916. 



vertising, the newspapers will gladly 

 assist you in obtaining feature cuts and 

 will also assist in the writing of new 

 copy, which is decidedly necessary. 

 Feature cuts of all kinds for newspaper 

 use can be obtained cheaply and even 

 good copy and cut services today are 

 not expensive. 



System In Sales Promotion. 



It is necessary for the florist or his 

 assistant to make a note of all news- 

 paper announcements of approaching 

 weddings, anniversaries, entertain- 

 ments, parties, socials and the like, 

 and to send to the families or parties 

 interested some sort of direct "ap- 

 peal" literature, preferably a booklet 

 or folder rather than a letter, for the 

 reason that the former are not so per- 

 sonal. Some florists are of the opinion 

 that this is quite a hard subject to 

 handle properly. On the contrary, it is 

 quite easy. Here is an illustration: 

 June 1, 1916, a florist instructs his 

 assistant to follow up such occasions 

 as noted above. The newspaper shows 

 on that date announcements of five 

 weddings. Literature is sent to the 

 parties and index cards made out. The 

 index card is then filed in a card 

 cabinet, to come up May 25, 1917, i^ 

 time for the wedding anniversary, and 

 on that date the card is taken from 

 the cabinet by the florist's assistant. 

 It is wise to look into the status of 

 each card before sending out literature. 

 It is easily seen that, handled in this 

 manner, the work is reduced to a sys- 



tem and to an economical minimum. 



Campaign for City of 75,000. 



To summarize, an ideal campaign for 

 a florist in a city of 75,000 people 

 would be: 



A newspaper campaign of 700 to 800 

 inches, based on two 4-inch doable- 

 column advertlBements weekly, to be 

 enlarged on seven or eight occasions 

 during the year, at 40 cents per inch. .$320.00 



Eight different pieces of literature, mail- 

 ing list of 3.000 384.00 



Postage on 24,000 pieces of literature, at 



1 cent per piece 240.00 



Wedding and anniversary literature..^... 30.00 



$974.00 



When a florists' business in a city 

 of 75,000 inhabitants is properly han- 

 dled, and advertised as above, the vol- 

 ume of business should not be less than 

 $20,000, which would make the above 

 advertising appropriation schedule less 

 than five per cent. 



While the above schedule calls for a 

 mailing list of 3,000 and a newspaper 

 campaign of 700 to 800 inches, many 

 prominent florists have started on a 

 much smaller campaign, which they 

 have built up to even greater propor- 

 tions than that outlined above. One 

 might start with a mailing list of only 

 a few hundreds and work up as results 

 come. 



There is just one point that needs to 

 be borne constantly in mind when ad- 

 vertising: All advertising, properly de- 

 signed and with expertly written copy, 

 is good advertising, but properly de- 

 signed advertising, expertly written, 

 and systematically used, is what brings 

 in the greatest results. 



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ISETTLING DISPUTESi 



I HOW THE NURSERYMEN DO IT | 



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ABBITBATION IS SUCCESSFUL. 



On One Year's Trial. 



In common with florists and seeds- 

 men who handle plants, nurserymen 

 have had their troubles, due to differ- 

 ences of opinion as to quality or as to 

 who was at fault in cases of loss. Con- 

 sequently, when the American Associa- 

 tion of Nurserymen was reorganized at 

 Detroit last year, one of the new things 

 provided for was an arbitration board. 

 This is the motion that was adopted: 



That a committee of five representative mem- 

 bers be appointed a committee on arbitration, 

 to whom can be referred matters of controversy 

 between members of this association. The re- 

 fusal of any member to arbitrate a difference 

 between members shall be ground for dropping 

 such member from the rolls of this association. 



As the first committee, to work out 

 the details. President Welch appointed 

 W. C. Eeed, Vincennes, Ind.; G. A. 

 Marshall, Arlington, Neb.; A. E. Rob- 

 inson, Lexington, Mass.; J. M. Pitkin, 

 Newark, N. Y., and L. A. Berckmans, 

 Augusta, Ga. 



Plan of Operation. 



The rules worked out for conducting 

 arbitrations, after one year 's trial, wef e 

 described by Chairman Reed at the re- 

 cent Milwaukee convention and will in- 

 terest everyone who has to deal with 

 trade disputes: 



"The idea of this committee," said 

 Mr. Beed, "was to avoid the expense 



of going to court. Your committee had 

 no rules or precedent to go by, and has 

 had to work out its own plans, which 

 have been about as follows: Any time 

 that two members agree to have a case 

 arbitrated, all the correspondence and 

 papers pertaining to such case are for- 

 warded to the chairman of your com- 

 mittee. The chairman goes over the 

 case carefully and makes a written ver- 

 dict, which is placed in a sealed en- 

 velope and filed away for future refer- 

 ence. The papers then are forwarded 

 to another member of the committee, 

 who does likewise, rendering a written 

 verdict in a sealed envelope forwarded 

 to the chairman. This plan is continued 

 until the five members of the committee 

 have rendered their verdicts to the 

 chairman. Each member is given a 

 number known only to the chairman 

 and, instead of signing his name to the 

 verdict, signs as a member of the arbi- 

 tration committee, No. 3, or No. 5, or 

 whatever it may be. 



"After all the reports have been re- 

 ceived by the chairman, they are 

 opened, reviewed and a final verdict 

 rendered in accordance with the findings 

 of the majority of the committee. If 

 there are any legal points on which the 

 advice of an attorney is needed, the 

 papers are referred to Curtis Nye Smith, 

 the association counsel. 



"In rendering the final verdict, the 

 chairman has copies sent to both inter- 



ested parties, to the president of our 

 association and to each member of the 

 committee. 



"In handling matter in this way 

 there is no chance for any member to 

 be influenced by the views of any other 

 member of the committee, and no 

 chance for hard feelings between a 

 claimant and arbitrators. 

 How It Works. 



* * The first claim was received by your 

 committee the last of February, involv- 

 ing $1,132.48. It was adjusted and paid 

 in full during the month of May. It 

 would have been settled sooner had it 

 not been for the fact that before the 

 papers had made their rounds of the 

 committee, all the nurserymen were in 

 the midst of spring packing. 



"The second claim was received 

 June 17 and amounted to $216.52. It 

 was passed on by your committee in 

 session here. 



"A third claim has been filed with 

 the chairman, but we have not received 

 all the papers, so that we have been 

 unable to take action. 



"There has been considerable corre- 

 spondence in regard to other claims, but 

 they were either adjusted or paid, with- 

 out the services of our committee. It 

 is the opinion of the arbitration com- 

 mittee that this method of handling 

 claims has been satisfactory and should 

 be continued. 



Bight or Law. 



"In considering the claims filed with 

 your committee, it has been a question 

 whether the decision should be reached 

 strictly from a legal standpoint as we 

 may see it, or whether we shall also 

 consider the moral standpoint, or what 

 is right between man and man. It has 

 been a decision of the committee, how- 

 ever, that most cases that are decided 

 strictly from a legal standpoint are 

 right, and that we must adhere to that 

 principle. ' ' 



CLEVELAND FLOBISTS GET BUSY. 



Since Cleveland this autumn is not 

 to repeat last year's flower show, it is 

 interesting to note that a flower exhibi- 

 tion will be one of the features of the 

 Industrial exposition and fair which is 

 to be held at Cleveland, September 2 

 to 9. The exposition, a sort of grand 

 advertising campaign in behalf of the 

 arts and crafts of Cleveland, will be 

 staged in eight large tents pitched 

 along the Lake Erie shore at Edge- 

 water park. M. A. Vinson, favorably 

 known for his large share in making 

 last fall's flower show the great suc- 

 cess it was, is general manager of the 

 fair. 



The tent allotted to the flower sec- 

 tion is 90x180 feet. In it will be dis- 

 played entries of concerns desiring to 

 reach amateurs and private gardeners. 

 Competitive exhibits of private garden- 

 ers and amateurs of the public school 

 gardens will be staged. A committee 

 consisting of members of the Cleve- 

 land Florists' Club has been appointed 

 to govern the flower show. The com- 

 mitteemen are Timothy Smith, chair- 

 man; F. A. Friedley, H. C. Noble, C. B. 

 Wilhelmy, E. A. Bause, O. P. Black- 

 man, G. Jacques, Robert Weeks. 



Mr. Vinson is receiving the hearty 

 cooperation of gardeners in and near 

 the city and at the Florists' Club's 

 meeting July 10 he submitted for con- 

 sideration the premium schedule of the 

 show. 



