'■i 16 



The Florists^ Review 



V 



Mat t, itl». 



RETAIL STORE MANAGEMENT 



WHAT THE LEADERS IN THE TRADE ARE DOING 



EASTEB IN THE STOBES. 



The Easter reports make it appear 

 that this year's scarcity of lilies did 

 little harm to the retailers. It may be, 

 indeed, that it did them good. Nearly 

 all the stores were able to procure a few 

 pots of the typical Easter flower, but it 

 did not predominate in their displays 

 as it has done in other seasons. The re- 

 sult was that a pleasing variety was lent 

 to the stock. There are many retailers 

 who believe that the Easter business was 

 benefited by the greater variety of the 

 offerings, of which the accompanying 

 illustrations are typical. These are re- 

 produced from photognraphs made on the 

 evMiing of Good Friday, by artificial 

 ligUt, in the store of W. J. Smyth, Chi- 

 cago. It is to be regretted that, for con- 

 trast, pictures are not available of the 

 store as it appeared at closing time when 

 the Easter morning rush was over. Prac- 

 tically every plant was gone and Mr. 

 Smyth reports it to have been the largest 

 Easter in his many years of experience 

 at that location. 



AN ADVEBTISINa CAMPAIGN. 



Considerable newspaper advertising 

 is being done by the florists of Water- 

 bury, Conn., especially by Byan & Pow- 



ers, which flrm has been conducting a 

 systematic advertising campaign, using 

 display advertisements as a medium. 

 The advertising has resulted in several 

 notices in the newspapers and articles 

 on flowers, which are considered valu- 

 able. 



Preceding Easter, Ryan & Powers be- 

 gan an advertising campaign of a gen- 

 eral nature, using small display adver- 

 tisements suggesting flowers for various 

 purposes. These advertisements were 

 attractively arranged and an artistic 

 border was placed about each one. The 

 city authorities of Waterbury were 

 pushing a "city beautiful" campaign 

 at the time these advertisements were 

 appearing and the firm suggested shrubs 

 and flowers as useful in this connec- 

 tion. The slogan, "Say It with Flow- 

 ers," was used freely in the advertise- 

 ments, appearing in practically all of 

 them. 



Advertising for Easter business began 

 with Byan & Powers over a week be- 

 fore the holiday. Special advertisements 

 were used, calling the attention of the 

 public to Easter and suggesting uses 

 for flowers in eonntetion. As a climax 

 to the Easter advertising, flve flrms 

 published a full-page cooperative ad- 

 vertisement April 17. These five firms 



.■s^-'-; 



were Saxe & Floto, Byan & Powers, A. S. 

 Nodine, W. F. Beerbaum and Leary. 



That this publicity helped business 

 greatly is believed by George T. Byan, 

 who says that his flrm and other florists 

 of Waterbury did a mammoth business 

 Easter, far surpassing former years. He 

 says that he attributes the increase not 

 only to the display advertising, but to 

 the publicity given the slogan, "Say It 

 with Flowers," by the newspaper writ- 

 ers. 



A VIOTOBY LOAN DISPLAY. 



With the Victory loan in mind, the 

 Bell Floral Co., Temple Tex., recently 

 arranged a window display that attract- 

 ed considerable attention and brought 

 the company some good advertising in 

 the way of newspaper mentions. 



"On one side of the window," says 

 B. M. McDaniel, sales manager of the 

 company, "we made New York harbor, 

 with Long Island and the mainland in 

 sand. We used tin foil for the water 

 and were able to bring out the waves 

 finely by crumpling it, even better than 

 we had expected. The Statue of Lib- 

 erty was holding a ribbon which extend- 

 ed across the Atlantic ocean to a trans- 

 port loaded with soldiers, in the port of 



If You Had Seen this Room Easter Morning it Would have Looked Quite Different. 



