12 



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AoouST 2, 1917. 



along the lines the first-grade school 

 teacher educates the child just begin- 

 ning to acquire his education. Simple 

 methods, methods that will impart the 

 idea and teach it from the ground up, 

 must be used. The more announcement 

 that the florists of the country have 

 such a service does not get the effect 

 necessary; the window setting must 

 tell the whole story in such a way that 

 the onlooker will be impressed with the 

 fact that he can order flowers in that 

 store and a few hours later they will be 

 delivered in a distant city. 



There is where the ingenuity of the 

 window dresser comes into play. He 

 must make his window attractive and 

 at the same time instructive. A de- 

 tailed description of the service pn a 

 card would tell the story, but the 

 chances Q,re that few, if any, persons 

 would fii%> and rQ^d it carefully; the 

 card is good, but there must be a dis- 

 play that will challenge and hold the 

 interest of the person on the street to"" 

 such an extent that he will learn ex- 

 actly what it is all about. 



Do not Forget Flowers. 



One criticism that has been made of 

 many windows is that they convey the 

 telegraph idea at the expense of the 

 fact that the telegraph is mecely used 

 as a means to have flowers delivered in 

 other cities. The flowers themselves 

 have bqen neglected. No person is 

 going to order flowers delivered in an- 

 other city unless he deems flowers the 

 gift he wants to make. And people who 

 buy flowers for others are people who 

 buy flowers for themselves, as it is only 

 natural that we should believe that the 

 things we like and are a treat to us will 

 be the same to others. 



Do not forget in making up the tele- 

 graph delivery window that flowers are 

 the things to be sold and that the tele- 

 graph delivery is the means to that end. 

 Stock that will answer the purpose of 

 conveying this idea is cheap at this sea- 



son of the year and will add greatly to 

 the effectiveness of the window. 



The thing that it is most desired to im- 

 press on the florists, however, is that it 

 is good business to help advertise the 

 Florists' Telegraph Delivery. Creating 

 a window display is a real pleasure, just 

 as any creative work is. It will add 

 business and will give each florist who 

 puts in a display the satisfaction of 

 knowing that he has helped others just 

 as others in the trade are helping him. 

 And when Christmas, or Easter, or 

 Mothers' day comes around there will 

 be the results that are most appreciat- 

 ed — money in the cash register. 



FAIR BOOTH OR WINDOW. 



The F. T. D. idea is one that can be 

 exploited at state and county fairs, 



using about the same style of display 

 one would use in a show window. The 

 illustration on page 13 shows such a 

 booth arranged by Kemble & Goodman 

 at the Iowa state fair last year. The 

 booth was divided into two sections, one 

 representing a telegraph office at Bed 

 Eye, Mont., and the other a veranda of 

 a Mason City home. The story the 

 booth is intended to tell is that of the 

 son of the family in far Montana 

 who, not having time to write to his 

 dear old mother, decides to send her 

 flowers. He wires Kemble & Goodman 

 to send the desired love token to his 

 mother. The flowers were shown to 

 have arrived in a perfect condition. Of 

 course, this does not tell quite the whole 

 story, as it should bring in the florist at 

 the sending point. 



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RETAILERS' CREDIT. 



It is a fact that a goodly number of 

 retail florists are absolutely unreliable 

 and never intend to pay a bill they con- 

 tract. 



Why cannot all the good, reliable re- 

 tail florists help weed out this detri- 

 mental element in our profession? 



Do not sav, "It can't be done," but 

 help to knock the "t" out of the can't. 

 There is one way it can be accomplished 

 and bring results quickly, and that one 

 way is nothing more than sincere and 

 earnest cooperation with the secretary 



of the Florists' Telegraiah 



- - - -•• ^ i^d-;old bills 



Not so Pretty, Perhaps, but this Window Tells the Story. 



_ Delivery. 

 Hundreds of "jiast-due ,, 

 have come through the F. T. D. clearing 

 house, sent in by members, and right 

 today we could get up a list of retail- 

 ers around the country who are well 

 known and prominent florists, but who 

 never pay their bills in time, and some 

 bills they do not intend to pay at 

 all. Over the period of the last twelve 

 months I have come across bills of a 

 few retailers almost daily, and these 

 bills were from F. T. D. members from 

 every part of the United States and 

 Canada. Some retailers I know who 

 have owed bills to at least fifty F. T. D. 

 members, in fifty different localities, 

 and have owed them for a long time, 

 and only by threatening them that all 

 our membership would be notified and 

 warned not to fill any more orders for 

 them, have we been able to get them 

 to pay their bills. 



Our F. T. D. members are advised not 

 to fill orders for every retailer around 

 the country, unless such retailers have 

 established a credit with them, or they 

 are F. T. D. members, as this member- 

 ship, through its guarantee fund, which 

 is now over $7,000, has established a 

 credit for every member and is, also, 

 advising every member to pay the bills 

 promptly to all retail florists who are 

 not members of the F. T. D., in order to 

 build up a strong reputation for the 

 entire membership. 



The poor-paying or non-paying retail 

 florists can only be eliminated by co- 

 operating with the secretary of the F. 

 T. D. Send itemized bills to the F. T. D. 

 clearing house of all accounts you have 

 against other retailers, so they may be 

 recorded in this office; the parties owing 

 will be corresponded with. 



Why it is absolutely necessary to sift 

 out the men that send out telegraph 

 orders for others to fill, without any in- 

 tention of ever paying for same: 



A number of good retailers have been 

 stung a great deal of late and are get- 

 ting to a point where they do not even 

 care to fill orders for any one, good or 



