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GIVING MOTHERS' 



DAY ANOTHER PUSH 



To make Mothers' day business compare favorably with Christmas 

 and Easter, the trade has only to advertise. Noiv is the time to get busy. 

 Some ideas on Mothers' day adver tising are printed here, in the hope that 

 they will inspire others to help in the publicity zvork. 



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OLUMBUS performed a 

 great service for the world 

 when he sailed across the 

 Atlantic in 1492 and dis- 

 covered a new continent. 

 However, he did not realize 

 the importance of his dis- 

 covery, nor could he see 

 into the future and visual- 

 ize the great cities, the 

 mammoth industries and the culture of 

 America, which came as a sequence to 

 his perilous crossing of the deep. 



Pioneers followed Columbus and de- 

 veloped the New World. It required 

 courage to come to the unexplored coun- 

 try and perseverance was necessary to 

 make from the raw materials things of 

 usefulness and beauty. Progress was 

 slow at first and there were many dis- 

 appointments, but modern America illus- 

 trates on every hand how well worth 

 while were the efforts of those first 

 Americans. 



Another discoverer was the Philadel- 

 phia woman who con- 

 ceived the idea of 

 Mothers ' day. Like 

 Columbus, she did not 

 realize the significance 

 of the thought she had 

 come upon. It required 

 the commercial instinct 

 of florists to develop 

 the idea and to make it 

 worth while. The en- 

 terprising advertisers 

 were the pioneers who 

 followed the discoverer, 

 and in their work of de- 

 velopment they have 

 succeeded well, using as 

 their chief tool the sen- 

 timent which makes the 

 idea back of Mothers' 

 day one of almost uni- 

 versal appeal. 



Advertising Did It. 



It is so generally 

 recognized by florists 

 that advertising has 

 made Mothers' day im- 

 portant, that it is need- 

 less to dwell upon the 

 fact with the idea of 

 convincing doubters. 

 The question now is not 

 whether Mothers' day 

 advertising is to be 

 recommended, but what 

 sort of advertising is 

 best — which form of 

 advertising will pro- 

 duce the greatest re- 

 turns for the least out- 

 lay of cash and effort. 



As Mothers' day is little more than a 

 week away, it behooves florists to begin 

 at once, if they have not already done 

 so, work to make the day memorable and 

 profitable. Plans for advertising should 

 be carefully considered and systematic- 

 ally carried out. 



Birth of an Idea. 



The Keview claims a certain amount 

 of credit for the importance of Mothers' 

 day, for this publication was the first 

 to bring forward the idea of making 

 the occasion rank with Christmas, 

 Easter and Memorial day, and the first 

 to suggest to florists that advertising 

 would accomplish this result. It was 

 in connection with the exploitation of 

 Mothers' day that The Review first sug- 

 gested the form of cooperative advertis- 

 ing which has been so successful and 

 which has been so generally adopted in 

 the trade. 



It is difficult to decide which form of 

 advertising is the best. A certain 



method will fit the conditions in one 

 community and will apply less well in 

 another. Generally speaking, a com- 

 bination of the different forms of adver- 

 tising, using the term in its broadest 

 sense, is to be preferred. Window deco- 

 rations, newspaper display advertising 

 — cooperative and individual — handbills, 

 articles in newspapers and periodicals, 

 reminder cards in delivered packages 

 and stickers on them, and propaganda 

 in the form of proclamations by public 

 officials, are some of the ways of getting 

 the subject of Mothers' day before the 

 public. 



According to all advertising experts, 

 stress should be laid on the sentiment 

 back of Mothers' day. There is no other 

 holiday which holds so universal an ap- 

 peal as does Mothers' day, for there is 

 not a man, woman or child in the world 

 who has not a mother, living or in mem- 

 ory. Mothers' day does not appeal to 

 any particular class or type — it appeals 

 to all. Therefore, it is 

 to the sentiment in us 

 all that florists should 

 appeal in advertising. 

 Every florist is fa- 

 miliar with the mean- 

 ing of Mothers' day, 

 and the only problem is 

 to decide how to bring 

 enlightenment to the 

 general public. En- 

 lightenment and inter- 

 est, in this case, are 

 practically synonymous, 

 as enlightenment is 

 practically certain to 

 arouse emotion, which 

 is nothing more than 

 heart interest. 



Window Displays. 



Window displays 

 have proved effective 

 in making business, and 

 this form of advertis- 

 ing allows the use of 

 more originality and 

 skill, perhaps, than any 

 other. It is a simple 

 of advertising, 

 and one every 

 can use. How- 

 window display 

 is hardly ade- 

 to obtain the 

 results from 



Mother Has Her Day in the Florists' Show Window. 



form 

 also, 

 store 

 ever, 

 alone 

 quate 

 fullest 

 Mothers ' day. The win- 

 dow reaches only that 

 part of the public 

 which chances to pass 

 the florist's store; it is 

 not taken to them. 



