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fr THE ^v, 



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ii 



THE APPAREL OFT <^ 

 s^ BESPEAKS THE MAN" 



William Scott altcays urged the trade to "Wash all you got. and hang out 

 all you Hash" It icas his homely but forceful way of emphasizing the value 

 of making a front in the florists' business. Well kept grounds about florists* 

 establishments bring orders immediately ami in the future. 



HAT you should ' * put your 



best foot forward ' ' is an 



IT 



k» I old admonition, and liko 



^ ^L most of tho [iliilosophy 



that is handed down in 

 crisp commands, it cdii 

 tains much good, hard 

 common sense. Applied to 

 the llorists' trade this ad 

 age may be taken to moan 



that the florist wlio puts his best foot 



forward is the florist who takes the time 



and trouble to beautify the grounds 



around his establishment, thereby show 



ing the public what may ])e atcom 



plished in the way of embellishinL; tlic 



-grounds of the home owner. 

 Using the grounds 



surrounding our estab- 

 lishments for displays 



to show the public our 



wares is good business. 



The contrast between 



Ihe well kept florists' 



establishments and 



those in the opposite 



condition is sharp. Tho 



one arouses admiration 



and creates a pleasant 



memory; the other, if 



it impresses the mind 



at all, leaves only a 



recollection of piles ol" 



pots, litter and the 



other debris that is apt 



to be collected about 



the houses when they 



are cleared in the early 



summer. 



Outdoor Displays. 



Summer, of course, is 

 the florists' best adver- 

 tising time — the time 

 when nature without 

 demanding anything 

 but labor installs a dis 

 play tliat is more beau- 

 tiful and impressive 

 than the most elaborate 

 winter window. The 

 eummer display not 

 only makes sales at the 

 time, but it has an ef- 

 fect whoTi in winter na- 

 ture turns the job of 

 providing flowers ovoi' 

 to the florist. But there 

 are metliods by which 

 tlie groujulscau bemade 

 nearly as attractive in 

 "the winter. Evergreens 

 add tho touih of green 

 that stands out more 

 7>roniinoMtly when the 

 ground is white witli 



snow, and is a reminder of the other, 

 and, to most peoj)le, the better season ot' 

 tlio yt'ar. 



Impressive Advertising. 



A concrete examj>io of what the flo- 

 rist who has grounds about his cstab 

 iislnnont may afcomi)lish is siiown b\' 

 tho accompanying illustrations from 

 photographs of the F. R. I'ierson place 

 at Tarrvtown, N. Y. ~S\v. Pierson has 

 |int liis host foot forward and is stand- 

 ing solidly on that foot, and by so do 

 ing liis ostabiishinont has bocom(> known 

 as (iiio of tlio sliow places in a. section 

 iif the country that abounds in show 

 places. Tarrvtown is about twenty fi\o 



The Flower Store the Bright Spot of the Neighborhood. 



miles north of New York city. Through 

 it passes the road that is taken by a 

 groat majority of automobilists travel- 

 ing betwoen the American metropolis 

 and Albanv, the New York state cap- 

 ital. 



About five years ago Mr. Pierson de- 

 rided to capitalize his location. As a re- 

 tail store he built the artistic structure 

 shown, while tho grounds about it were 

 not u\(M'looked. The thousands of auto- 

 ni(d)ilists who i)ass tho Pierson place 

 cannot but be impressed with its beauty, 

 and retain in their minds the picture of 

 the llowors and shrubs tliat are dis- 

 played. In this way .Mr. Pierson tells 

 tliun>ands of jieople that ho can make 

 the grounds surround- 

 ing their homes beauti- 

 ful, and gives them oc- 

 idar proof of the asser- 

 tion. The success Mr. 

 Pierson has achieved 

 ])roves his methods to 

 bo worth while. 



Be a Pacemaker. 



Not every florist, of 

 course, has such an 

 iiFeal location for this 

 class of advertising. 

 The establishments 

 with grounds generally 

 are located in the 

 smaller cities, but they 

 undoubtedly have many 

 persons in their locali 

 ties to whom artistic 

 planting will appeal. It 

 is only human to desire 

 to possess the beauti- 

 ful things we see. In 

 consequence, the more 

 care a florist takes of 

 his grounds, the more 

 likely he is to get the 

 business. 



Florists everywhere 

 are V)eginning to real- 

 ize this fact and in 

 many places the flo- 

 rists ' establishments 

 are among the most at- 

 tractive in the neigh- 

 boidiood. In those same 

 places it will be found 

 that the pacemaker has 

 many t'ollowers. The 

 florist has shown the 

 homo owners what it is 

 possible to do with 

 plants and shrubbery. 

 And they have fol- 

 low(>d his exami>le in a 

 greater or lesser de- 



