18 



The Florists^ Review 



Mat 1. 1910. 



If the most simple window display is 

 all that is considered possible, besides 

 the showing of flowers a neatly lettered 

 card or a picture of "Mother" will 

 serve for a start. The best known pic- 

 ture for the purpose is Whistler's por- 

 trait of his mother, but there are other 

 reproductions of the works of the best 

 artists which may be arranged as the 

 foreground for a display of flowers — or 

 they may be arranged in any way which 

 appeals to the individual retailer as be- 

 ing the most effective for his purpose. 

 A display of suitable flowers and plants, 

 with nothing more than a poster an- 

 nouncing the date of Mothers' day and 

 suggesting flowers for the occasion, may 

 suffice if the retailer is disinclined to 

 attempt more elaborate decoration. 

 However, a window display should be 

 one to attract attention because of its 

 unusual features and an out-of-the-ordi- 

 nary display may pay big dividends. 



Whether cooperative or independent 

 newspaper advertising is better is a 

 question upon which a great deal may be 

 said pro and con. The individual florist 

 must decide this for himself in the light 

 of his circumstances. Cooperative ad- 

 vertising probably is to be preferred for 

 the smaller businesses and in the smaller 



cities and towns. The prominent fea- 

 ture of the display should be a brief 

 explanation of the meaning of Mothers' 

 day, with its appeal to the emotions. 

 While the fact that flowers are for sale 

 should be given a place in the adver- 

 tisement, and possibly the names of flo- 

 rists' concerns should be used, these 

 should not be allowed to predominate, 

 for the idea is not so much to call at- 

 tention to where flowers may be pur- 

 chased — for everybody knows they are 

 the stock in trade of florists — ^but to 

 create a desire to have flowers for 

 Mothers' day. 



In the case of the cooperative adver- 

 tisement, the reader is nearly certain to 

 patronize the florist with whom he is 

 accustomed to deal, or the florist lo- 

 cated in his neighborhood, if no florists ' 

 names and addresses are printed. 



Cooperative Publicity. 



Some cooperative newspaper display 

 advertisements are a combination of the 

 advertisements of several florists, in 

 conjunction with which is printed a gen- 

 eral appeal, intended to enlighten the 

 public on the subject of Mothers' day 

 and arouse interest. Others, most com- 

 monly used by florists' clubs and other 



THE LOUISVILLE HEXALK lUUT aoUnMe. MAY U. ItU. 



MOTHERS' 



SECOND SUNDAY IN MAY 



SUNDA Y, MA Y 12 



m 



"Flowers For Mother." Join the Millions of Men 



Women and Children of This Great Nation 



In Paying Homage To "Her." 



This day has been set aside by the Congress of the United 

 States as a day to be kept sacred in honor of the '* Mothers'* 

 when we, as a Nation, turn aside from our usual tasks to 

 pay homage to her who gave us birth, whose guiding 

 hand and unselfish love made life's path smooth for 

 our first faltering footsteps. 



Flowf r»— what joy they brinjr to any mother! Profuiely frmfnnt 

 mnd delightfully refreshing:, the; will, if presented on thU tUy, show k 

 true token of your love uid devotion. It means so much to mother, 

 every pcUl. every leaf, every waft of fragrance is laden with a met- 

 aage for her. It speaks to her m language no human tongxie rui 

 ■peak— it makes her feel that the pain, the anxiety, the fe»r, the bIh^p- 

 less niffhts. her silent sorrow and suffenngs have not been in fain K 

 speaks to hor of love returned, the sweetest of all compensations, and 

 it meanft so little to you measured hf the standard of gold and silver. 



A biiskf^, or possibly a corsage of fresh spring flowers make* pKC 

 II jrfinn:ii~niiiaN g0r%*^tlM> ymmw mother. For the older folks- 

 blooming plants which will cairy the joys of thia day months afterward 

 in their hearts, asthfy c&re for them through tlie summer months, as 

 mother* onljr know how-mak« the proper gift 



"Say It mth Rowers 



»i 



You Can Mail or Telegraph Them 



No matter where your mother or you are, you can step into any flower store and leave your order. 



If distance is great they will telegraph the order. The country-wide association, called the Florists' 



Telegraph Delivery, makes this possible. 



' Mothers at Home — Flowers Bright" 



'Mother's Memory— Flowers White" 



ATTEND TO THE ORDERING NOW 



August R. Baumer, 



Muonk Ttmt>t BMf . 



The New Nanz & Neuner Co. 



657 Fourth Avenue 



E. G. Reimers & Son Co. 



800 Baxtn- Av«nn« 



Fred Haupt Co, 



221 Wnt Jilencw S<nti 



Simon Pontrich, 



Twfnty-cicttth and GrMawood A*efiae 



Jacob Schuiz Ca, 



HS Pounh A.>cnac 



Marret & Miller, 



8IC OitrokM Road 



M. D. Reimers, 



(XPuortKArniuc 



B. Thompson & Co, 



S32 FmiUi Aroiw 



S. E. Thompson, 



M7 Fourth AnnM 



The F. Walker Co., 



312 WtM CkMlBut 



William Walker Co, 



tll Fourth Arcuut 



o il II ••■», 'III ■ f»l III 



Aiv 01 THr'Atmrt FUrttlt Art Ai r/nr Tt Ym At Tkl Mtmrrtl Urn 



An Example of Co-operative Advertising Containing Names of Subscribers. 



similar organizations, contain an ex- 

 planation, usually brief, of Mothers ' day, 

 and something intended to create inter- 

 est in flowers and a desire for them on 

 the holiday. It is an unsatisfactorily 

 answered question which of these forms 

 is to be preferred. 



Handbills are a rather crude form of 

 advertising, though some florists have 

 used them to advantage. In the smaller 

 towns handbills are more appropriate 

 than in the cities, but they still are used 

 by many small florists catering to local- 

 ities in big cities. These handbills 

 should carry a message similar to that 

 of newspaper advertisements. 



A florist with a trade which he knows 

 to be regular, in which he has many 

 friends and acquaintances, can use re- 

 minder cards with good results. If 

 mailed, either as postcards or as the 

 contents of envelopes, they should be 

 planned with the idea of making an ap- 

 peal which would seem to the recipient 

 to be personal. Cards of an artistic 

 style and make-up, especially if sent to 

 high-class trade, usually prove ex- 

 tremely beneficial. Such cards no doubt 

 would produce results if inserted in 

 flower deliveries for a few days pre- 

 vious to Mothers' day. Stickers fall 

 into almost the same classification, 

 though they naturally will not make an 

 appeal of as personal a nature as cards. 



Valuable Proclamations. 



There are great possibilities in procla- 

 mations by public officials, especially if 

 the officials be popular. Florists, indi- 

 vidually or collectively, who can obtain 

 the ear and attention of the governor of 

 a state, or the mayor of a city, and in- 

 terest such an official in Mothers' day, 

 can obtain considerable advertising of a 

 desirable nature if they can prevail upon 

 the governor or mayor, or both, to issue 

 a Mothers' day proclamation, calling 

 attention to the significance of the day. 

 If flowers are mentioned, so much the 

 better, but if the governor will adver- 

 tise Mothers' day the florists should be 

 willing to advertise the flowers. Such 

 proclamations would be printed by every 

 newspaper and likely given a prominent 

 position. 



Newspaper "readers," properly writ- 

 ten, will prove of value to the trade in 

 arousing interest in Mothers' day. If a 

 newspaper writer can be induced to lend 

 his services, either with or without re- 

 muneration, a "reader" program can 

 easily be carried out. If these articles 

 aroi printed each day, or on alternate 

 days, in the few days preceding the date 

 of Mothers ' day, they are certain to call 

 the attention of the public to the holi- 

 day and arouse an interest which will 

 mean increased sales. 



Big Business Probable. 



There is no reason why Mothers' day 

 this year should not eclipse those of 

 former years, viewed from the stand- 

 point of the florist. There is a universal 

 feeling of thankfulness and rejoicing 

 because of the cessation of hostilities in 

 Europe, while the men who have re- 

 turned from service In the army and 

 navy have a deeper and greater appre- 

 ciation of their families and homes, in 

 which, as a rule, "mother" is the most 

 prominent feature. The trade should 

 use every legitimate means to profit by 

 these conditions and add another record- 

 breaking day to the list of big days of 

 the last year. Mothers' day is May 11. 



«.«i.:i:'.,.i 



