16 



The Florists' Review 



NOVEMBBB 1, 1917. 



RETAIL STORE MANAGEMENT 



WHAT THE LEADERS IN THE TRADE ARE DOING 



A WARTIME BENEFIT. 



No more will the young man who 

 bears an offering of candy to lay at the 

 shrine of his affections be greeted with 

 a smile by the goddess he is worship- 

 ping. That is, providing the goddess 

 is a real, patriotic American girl. For 

 American girls, striving to do their 

 share toward their country's success in 

 the war, have resolved to stop eating 

 candy as a means of helping conserve 

 the sugar supply, the latter, as is re- 

 ported, being only about fifty per cent 

 of the amount the allied countries need. 



This resolution, however, does not 

 mean that girls are any more averse 

 than in peace times to receiving tokens 

 of affection. The ban is on sugar only, 

 and the things sugar makes. And here 

 is where we florists come in. 



Candy has always been the principal 

 competitor of flowers as gifts. Bar 

 the candy and flowers have no compe- 

 tition. 



The business advertising has brought 

 candy manufacturers has been pointed 

 to as one of the arguments in favor of 

 the S. A. F. national publicity cam- 

 paign. There is no doubt that adver- 

 tising has made candy as popular a 

 gift as flowers. But this move to cur- 

 tail the eating of candy to conserve the 

 sugar supply is not going to make the 

 candy manufacturers lie down and quit 

 business. They have tasted the results 

 of advertising and found them as sweet 

 as the candies they make. Patriotism 

 will not make them altruistic enough to 

 stop gorging themselves with profits. 



Here is an opportunity for retailers 

 everywhere to get in a good lick. Why 

 not advertise flowers as a substitute 

 for candy as gifts and thereby help the 

 government in its campaign to econo- 

 mize on food? 



THE F. T. D. EMBLEMS. 



" The Florists ' Telegraph Delivery As- 

 sociation will give $200 for the best 

 sign or emblem submitted to its commit- 

 tee for the use of its members in adver- 

 tising the delivery of flowers by mail, 

 telegraph, telephone, etc., etc., etc. 



The successful subject will be one 

 suitable for use as a poster stamp, win- 

 dow sign or delivery wagon sign, or on a 

 billboard. It must convey in the sim- 

 plest manner the title of our associa- 

 tion. Florists' Telegraph Delivery. 



Those competing will not be re- 

 stricted as to the size or number of sub- 

 jects sent in for consideration. 



The idea the committee wants to con- 

 vey through the sign is that members 

 of the Florists' Telegraph Delivery As- 

 sociation can deliver flowers anywhere 

 in the United States or Canada (or the 

 world) through its members on short no- 

 tice. 



We want a sign easily remembered 

 wherever seen, and symbolical of our 

 aims. Get busy and get your sketches 

 in. Be sure to put your name and ad- 

 dress plainly on the back of each sketch 

 submitted. Anyone is eligible. 



The sketches will become the prop- 

 erty of the association and we will pay 

 for the one selected. 



All rights and titles will remain with 

 the association, and no artist's or de- 

 signer's name will be permitted on the 

 face of the selected sketch. The de- 

 cision of the committee will be final. 



Here is a chance for a little easy 

 money. Your idea is likely to be the 

 winner, so do it now. All sketches must 

 be in the hands of the committee not 

 later than March 1, 1918. 



Send your sketches and requests or 

 any further information to F. C. W. 

 Brown, care of the J. M. Gasser Co.,_ 

 Cleveland, Ohio. 



F. C. W. Brown, Chairman. 



0PP0BTX7NITIES FOB HUSTLEBS. 



Advertising took a long step forward 

 several years ago when manufacturers 

 began to discover that it is often more 

 effective to advertise the use for a 

 product than to advertise the product 

 itself. The idea took hold slowly at 

 first. When a large soap-maker started 

 to advertise the uses of soap it created 

 a sensation. It seemed like emphasiz- 

 ing the obvious. Didn't everybody 

 know how to use soap? 



Yet this exploitation of uses is one of 

 the most vitalizing ideas in business- 

 building. The florists of old, for in- 

 stance, were quick to play up the new 



uses of flowers, the suitability of flow- 

 ers for occasions at which it had never 

 been customary to employ flowers. It 

 is this educational work of the pioneers 

 that the florist of today must thank 

 for his many channels of trade. 



A development of later years, and a 

 thing that will grow under intelligent 

 coaxing, is the use of flowers at busi- 

 ness openings, such as when a merchant 

 moves into new quarters, or when a 

 concern is just starting out. On such 

 occasions the donors of flowers usually 

 are business men with whom the re- 

 cipient concern does business. The 

 donors, therefore, are the men with 

 whom the florist should get in touch. It 

 is obvious the auspicious opening that 

 begets mention by mouth and print will 

 be of benefit to the well-wishers as well 

 as to the well-wished, so perhaps the re- 

 cipient in many cases will assist the 

 florist in getting the names of some of 

 the people with whom he deals. 



The accompanying illustration shows 

 the designs supplied for the opening day 

 of a newspaper in its new building at 

 Birmingham, Ala. The pieces were 

 made by the Tutwiler Flower Shop. The 

 flag, the new building, the Eotary 

 wheel, an automobile, a scroll of honor 

 and a bottle of something were given 

 floral representation, and there were 

 several horseshoes, baskets and emblems 

 of good luck. 



Designs for a Newspaper's Housewarmingt by Totwiler Flower Shop. 



