12 



The Florists^ Review 



Adgost 30, 1917. 



or 



eouMP 

 zoomiH 



OUTLfff, 



Showing Source of Income and Method of Outlay Adopted for S. A. F. Publicity* 



chants, or are we going to be content 

 with what comes to us without effort? 

 If so, we shall have to be content with 

 less than we have had in former years. 



"You have advertising successes in 

 your midst. I could name many of 

 them, but I will use Penn for my illus- 

 tration. I don't need to say much; the 

 lesson is before you and plain as day. 

 From 'Newsboy to Wealth.' No fairy 

 story is better. All done by live adver- 

 tising. 



"So we offer this complete plan, dia- 

 gram, schedule, sketches, and even 

 slogan for a real live campaign to put 

 flowers on the commercial map." 



"Send Flowers," the Slogan. 



The principal part of Mr. Therkild- 

 son's report was extemporaneous, a de- 

 scription of the plan the committee has 

 outlined. It is shown in the line draw- 

 ing reproduced on this page. The work 

 is to be under the direction of the S. A. 

 F. and the F. T. D. The sources of 

 income are to be several. It is planned 



to have sticker stamps for sale to the 

 trade, to supply mailing cards, folders, 

 booklets, window cards, all of which 

 will produce revenue now diverted to 

 suppliers outside the trade; newspaper 

 advertising plates are to be purchasable 

 from the committee and many special 

 services are to be sold at a price that 

 will make them advantageous to the 

 buyer and still return a profit to the 

 publicity bureau. But the greater part 

 of the funds, of course, must come from 

 subscriptions by those in the trade and 

 by the trade societies. 



The committee is to have an office in 

 charge of an experienced publicity man, 

 whose entire time is to be devoted to 

 exploiting flowers. He is to prepare the 

 various advertising helps that are to 

 enable the local florists to tie up their 

 own stores with the national campaign. 

 He will supply the material at moderate 

 prices and give advice as to how to use 

 it. The publicity campaign itself will 

 consist of large pictorial advertisements 

 in widely read general magazines. Large 



picture, little text, the committee says. 

 How far it will be possible to go de- 

 pends on the funds raised. A schedule 

 was shown calling for a total expendi- 

 ture of $50,000, another calling for 

 fewer insertions costing $40,000, with 

 a third totaling $30,000. 



The whole campaign is planned 

 around the slogan, "Send Flowers, Al- 

 ways a Good Idea." 



The Money in Sight. 



Mr. Therkildson was accompanied by 

 an advertising specialist who told what 

 had been done by others, although he 

 cited only successes in advertising 

 trade-marked or branded goods, and 

 said the same thing can be done for 

 flowers. The confidence of these two 

 was infectious. Ella G. Wilson, Max 

 Schling, F, L. Atkins, W. R. Pierson 

 and others told of local successes; then 

 the money-raising began. When the 

 enthusiasm began to subside James Mc- 

 Hutchison moved that the S. A. F. itself 

 appropriate $5,000 to the campaign. 



The following subscriptions were an- 

 nounced: 



Society of American Florists $5,000.00 



Joseph Heacock Co., Wyncote, Pa 500.00 



McHntchlBon & Ck>., New York 600.00 



Poehlmann Bros. Co., Chicago 600.00 



G. B. M. Stumpp, New York 250.00 



A. N. Pierson, Inc., Cromwell, Conn... 260.00 



Max Schling, New York 260.00 



Bobblnk & Atkins, Rutherford, N. J... 250.00 



Leo Nlessen Co., Philadelphia 250.00 



M. Bice Co., PhUadelphla.-. 250.00 



P. R. Pierson Co., Tarrytown. N. Y... 250.00 



S. 8. Pennock Co., Philadelphia 250.00 



Lord & Burnham Co., New York 200.00 



Chas. H. Totty, Madison, N. J v.. 100.00 



W. Atlee Burpee & Co., Philadelphia;^*"- 100.00 



J. M. Gasser Co., Cleveland 100.00 



Aphlne Mfg. Co., Madison, N. J 100.00 



Anton Schulthels, College Point. L. I.. 100.00 



Myers & Samtman, Chestnut Hill, Pa... 100.00 



B. C. Vick, New York 100.00 



J. F. Ammann, Bdwardsville, lU 100.00 



St. Louis Wholesale Cut Flower Co 100.00 



A. L. Miller, Jamaica, L. I., N. Y 100.00 



Julius Roehrs Co., Rutherford, N. J 100.00 



Chicago Peed & Fertilizer Co 100.00 



Oude Bros. Co., Washington, D. C 100.00 



Patrick Welch, Boston 100.00 



Robert Craig Co., Philadelphia 100.00 



Stuppy Floral Co., St. Joseph, Mo 100.00 



Hess A Swoboda, Omaha 100.00 



A. Farenwald, Roslyn, Pa 100.00 



Kenran Co., New York 100.00 



Schloss Bros., New York 100.00 



Storrs A. Harrison Co., Painesville, O.. 100.00 



Knoble Bros., Cleveland 100.00 



Kennicott Bros. Co., Chicago 100.00 



W. J. & M. 8. Vesey, Fort Wayne, Ind. 100.00 



C. B. Critchell, Cincinnati 100.00 



Thomas Roland, Nahant, Mass 100.00 



8. 8. Skidelsky & Co., Philadelphia 50.00 



Robert Simpson, Clifton, N. J 50.00 



C. M. Griffing, Jacksonville, Fla 60.00 



B. Hammond, Beacon, N. Y 50.00 



B. G. Hill Co.. Richmond, Ind 50.00 



Carl Hagenburger, Mentor, 25.00 



Albert M. Herr. Lancaster, Pa 25.00 



John Beimels, Woodhaven, N. Y 25.00 



Z. D. Blackistone, Washington, 1). C... 25.00 



Wm. Swayne, Kennett Square, Pa 25.00 



Grimm & Gorly, St. Louis 25.00 



Grandy the Florist, Norfolk, Va 25.00 



Kussin & Hanfling, New York 25.00 



Sam Seligman, New York 26.00 



Crissman Greenhouse Co 25.00 



W. C. Gloeckner, Albany, N. Y 25.00 



F. C. Suchy, San Antonio, Tex 25.00 



Otto Lang, Dallas. Tex 25.00 



Baker Bros., Fort Worth, Tex 25.00 



R. C. Kerr, Houston, Tex 25.00 



W. R. Nicholson, Framingham. Mass... 25.00 



8. J. Goddard, Framingham, Mass 25.00 



Baldwin Co., Secaucus. N. J 25.00 



Cohen & Hiller. New York 25.00 



E. C. Hecock. Elyria, 25.00 



Ayres Floral Co., St. Louis 25.00 



A. Rasmussen, cash 10.00 



O. B. Stevens, Shenandoah, la 5.00 



It was specifically stated in most 

 cases that these were annual subscrip- 

 tions for not less than five years. 



It was ordered tliat checks be made 

 payable to J. J. Hess, treasurer, and 

 that the money be accounted for as a 

 special advertising fund. 



On motion of A. Farenwald the pub- 

 licity committee was authorized to 

 go ahead with the publicity work as 

 outlined. 



On motion of W. F. Therkildson the 

 president was instructed to appoint a 



