30 



The Florists* Review 



j^eCdmbbb 14, 1916. 



seems. It may be true that any adver- 

 tising is better than no advertising, 

 but a little consideration will convince 

 the most casual of florists that some 

 advertising is a great deal better than 

 others — that the difference principally 

 is due to the time, thought and money 

 expended on it. 



',.# 



USE OF THE MODERN POWER. 



The Drawing Power of Advertising. 



To do business at Christmas — more 

 business this Christmas than usual — it 

 is necessary to have something to sell. 

 Preparations must be made. And hav- 

 ing arranged for supplies is not enough. 

 Display is essential. The flower store 

 that gets the transient business will be 

 the one that puts up the best front, not 

 necessarily the flashiest front, but the 

 most seductive showing. That's where 

 skill counts. 



Then comes the no loss important 

 matter of reminding the public of the 

 special appropriateness of flowers as 

 gifts and of one's own preparedness to 

 supply the demand. After years of 

 waiting for customers to come to the 

 door, florists the last few years have 

 awakened to the fact that people can 

 be drawn to the store, or to the tele- 

 phone, whijh is the same thing, by care- 

 fully prepared advertising. 



Recent Discoveries. 



It ha3 been discovered that the flo- 

 rist who combines high-class stock, high- 

 class equipment, high-class service and 

 high-class advertising is the one who 

 is making the most rapid progress in 

 expanding his sales and his profits. 



It has been found that the man who 

 provides the first three but leaves out 

 the fourth concomitant is going for- 

 ward or back only as his whole neigh- 

 borhood changes; that he is the foot- 

 ball of fortune rather than the master 

 of his own destiny. 



There still are many florists whose 

 only advertising is the show window, 

 but the more progressive are employ- 

 ing the more far-reaching methods. 

 Page ads in the daily newspapers fre- 

 quently are iised, but not so often that 

 they have ceased to excite remark. 



Some of Last Year's Ads. 



In tills issue of The Review are re- 

 produced some of the ads its subscribers 

 sent in last Christmas with reports that 

 they had proved profitable. Two of 

 these newspaper ads are from the east 

 and two from the west — and they dif- 

 fer as widely in character as they do in 

 point of origin and use. Penn's is an 

 example of the highest type of metro- 

 politan output. Originally published 

 in the Boston Post, with a circulation 

 of nearly half a million copies a day, 

 the rate is so high that the best talent 

 could be put on the preparation of lay- 

 out, copy and cuts. The Review has 

 reproduced so many Penn ads that they 

 lack the news element of novelty, but 

 thus far no florist's retail advertising 

 has been discovered anywhere in the 

 United States that is so well worth 

 study and, if not copying, of emulation. 

 There arc ideas in the Penn ads; they 

 show that hard thought and business 

 intelligence have been employed. They 

 help the whole trade as well as the con- 

 cern that pays the bill, for they adver- 

 tise flowers. If a hundred florists in 

 as many different cities would do the 



intelligent advertising Penn has done, 

 how the flower business would boom! 



Quite at the other end of the scale 

 is the small ad of th6 Rhode Island 

 concern that makes no direct offer, 

 quotes rfo prices and which comes under 

 the head of general publicity only. But 

 Johnson Bros, were pleased with the re- 

 sults, for they sent it to The Review 

 as an example of their successful effort. 



General or Direct? 



Of the same general character, only a 

 Jittle more elaborate, is the ad of The 

 Rosery, of Terre Haute, Ind. The de- 

 sign is a stock one sold to florists or 

 newspapers. The Review is not aware 

 of the source, but several of its sub- 

 scribers used the same design last year 

 and the plant and flower cuts are easily 

 recognizable as having been redrawn 

 from some which have appeared in this 

 paper. C. L. Houck, manager of The 

 Rosery, wrote four days before Christ- 

 mas last year, ^'This ad already is 

 bringing results. ' ' Lozier, Des Moines, 

 used the same design and almost the 

 same copy and H. E. Lozier said, "We 

 have been using this style of ad suc- 

 cessfully for two years." And y«t the 

 ad makes no direct offer; it is general 

 I)ublicity only. 



On the other hand, the Bancroft ad, 

 which is said to have "pulled like a 

 greenhouse chimney," is extremely di- 

 rect — it is nothing but price-list, where 

 Penn devotes a considerable part of his 

 space to a careful and alluring descrip- 

 tion of each article priced. 



Advertising is not as simple as it 



PLANS THAT WIN. 



Methods of Getting New Trade, 



The publishers of System magazine 

 also issue a series of "How" books, 

 telling pretty nearly everything one 

 would need +o know to conduct any 

 business successfully. The latest is 

 ' ' How to Win New Trade, ' ' and of the 

 161 plans described the following are 

 indexed as of special interest to florists: 



A Special Service. 



"A certain Iowa merchant makes a 

 feature during the summer months of 

 advice on how to keep lawns, shrubs and 

 trees in good condition. He also main- 

 tains a department which takes care of 

 lawns and gardens for a suitable fee 

 while the owners are away for the sum- 

 mer." 



Stimulating Telephone Sales. 



"An unusually prosperous store has 

 built a flourishing week-end trade in 

 cut flowers through advertising specific 

 bouquets at stated prices. The combi- 

 nations offered usually range in price 

 from $1 to $2 and the store calls them 

 'week-end specials.' One of the rules 

 of -these special combination sales is 

 that orders must be booked by Friday 

 night, the prices not being effective on 

 orders delayed until Saturday. Orders 

 are taken over the telephone, of course, 

 and deliveries are made to all parts of 

 the city. A dollar, for example, may 

 buy half a dozen large yellow chrysan- 

 themums and a bunch of little pompons 



Bancroft's Xmas Specialties 



For Gifts or For ttMHomc Decoration — None So Appropriate As Tim* ; 



DECORATION 

 GOODS 



■OIXT WRBATBS — 2tc. »0c 



ud II. aach. 

 BVKRGRjmi WHEATRg — 



with acarlat 4««or»U«a. tOc. 



30c •■»] iOc 

 HOLLY— iSc p«rtl> . ( Ihi.. |t 

 EVEHORBSn WBSATHma — 



10c fr ,»rd. II Jit. 11.50. 



too Tit. It. 



sctujrr jujwu»_soc por 

 dot. iprayB. 



BOXWOOD WHMATtU — SOc 

 •Id II. 



■TARLRT Ti nHt l l BELLS 



21c. IOc atitl II p«r doc 



sctRLsr nz Roraro— to 



p«r yard. 

 (VKUmMS TBEEH— lie. IOc 

 71c. II. II, II and 16 each 



CUT FLOWERS 



DJtamt in om WMU. »lak ud >r«d. goo* 

 «aalltT. fl m dM. BUn Iibct llil 



■TACam AXD NAIKIWIIS— «klU, 7I< 

 " pt*am. 



VIOi«n— tic ft bnc!> of 11. 



ROSES 



nNK AMD WHITE KILLAII. 



KK\ — II. II 10 wd fl p«r 



dot. Eitrm Mlocl, II das 

 BinUfONI>^-Ptaaat rad. 11 



and II por dol. Extra a»- 



loct. 14 por daa. 

 f<l'yBiiiHT — 11.10. II asd II 



por doi 

 MKH. RUH8GLL — 14 and l( 



por doa 



n. II aad 11 



CCT POOIgMTAB »»ry larga aad taaaural. 

 loag koapor*. larfaat alaa ll« mcM, |l 

 par do* Small also lie oach 



Tolcphoae Your Order EaHj-aod we will ddivar or (kip at proper lime with your card 



DONT DELAY! 

 See Our Window 



The Flower Shop 



HBND BKR a box op FLOWERH 

 POR XMAS 



PLANTH IK BLOOM — 21c. 4lc 



7ic. II and II CO 

 CVCLAMEHS — IOc. 7(^*^ II 



each. 

 AZALMAH — 12 and 



BVAmmB— IOc, li^fit II 



par J— . 



wHrn NABcisnoi 



7V^K I 

 t»-^c p 



PRIMROSEIt-^ 



76c oach. 

 MADE vr BARHJITS of blaon- 

 ln< and foltaga plaota |1, 12 

 13 and 15 each. 



OaoM aad oao tha baaaltfal dtaplay a( 



Bancroft's Greenhouse 



ISth Bad TMMoat 



Direct to the Pointy this Advertisement Brought Results* 



