May 20, 1920. 



The Florists^ Review 



19 



CO-OPERATIVE WAY WINS 



fILWAUKEE'S WIRE WINDOW. 



Made Mothers' Day Success. 



iicy arc apt to tell you in the 

 ropolis of Wisconsin, if you appear 

 a credulous person, that the name, 

 ,vaukee. is a native Indian word 

 ning cooperation. Thou they will 

 eed to prove the right of that city 

 ich a cognomen. To which you will 

 (lily agree. The points in that 

 f are several, provided mainlv bv 

 .sts. 



irst of all, there is cooperation 

 ng different industries. In bygone 

 -■—gone since July 1, 1919 — Milwau- 

 was famous for a beverage now, to 

 ntcnts and purposes, extinct in its 

 tine glory, only sad and wan imita- 

 « and violent substitutes remaining. 

 •^n the handwriting predicting its 

 "ise api>eared on the walls, another 

 ustry undertook the glorious task of 

 lading the city's fame. It was alto- 

 lier fitting and proper that to an 

 ustry whose product had generally 

 licering effect on mankind, another 

 t'ession should succeed, in this fame- 

 "^ading work, whose commodity like- 

 gladdened the heart of humankiml. 



Hopes Where Hops Grew. 



When hopes filled the place of hops 

 in The life of the citizens of that city, 

 the task of maintaining its world-wide 

 fame devolved upon new shoulders. 

 Tliry were willing ones and strong ones. 

 They belonged to florists. 



Already had the trade in that city 

 banded together in its advertising 

 club, working on a jdan for united pub- 

 licity that was destined to become the 

 pattern of many more. As the success 

 'ot this plan became greater, its fame 

 spread throughout the country, and now 

 t)).- Cream Citv — so named for the one- 



;i ■ 



(I- 



k 



V. ■■ 



-i. M 



ill ! 



id I 



n . 

 S[ir> 



time color of its residences, not for su- 

 l)eriority o\ er skim milk metrojjolises 

 — has attained a name for itself quite 

 aside from the brown beverage th.'it 

 once advertised it. 



Not content with merely devising the 

 yilan that achieved so much note, th<' 

 llorists of that city have carried their 

 bent for cooperation and for advertis- 

 ing to lengths unparalleled. So far as 

 the cooperation is concerned, the trade 

 there is likely — unless coi)yright laws 

 forbid— to steal the name of I'hiladel- 

 phia as the community of fraternal af- 

 fection. And so f.'ir as advertising is 

 concerned, the achievements of the Mil- 

 waukee publicity experts speak for 

 themselves — as do also some of the ex- 

 perts, before llorists' clubs of other 

 cities. 



More of Same Thing. 



Now there is a Tiew achievement in 

 Milwaukee, new though merely the re- 

 sult of more of the same old thing, pub- 

 licity and cooperation. 



For Mothers' day the eight F. T. D. 

 florists Joined together and, securing the 

 cooperation of tht; Western Union Tele- 

 graph Co., staged an elaborate display 

 in the latter 's oflice, at IH! Wisconsin 

 street. The illustration shows only part 

 of it. Pedestrians crowded to see it 

 closely during tlie week of May .3 to 9. 

 Along the front ran a wire, a section 

 of the Chicago-Milwaukee line, over 

 which messages came into the of- 

 fice. This was the telegraph company's 

 contribution, in addition to the window 

 space. A maj) of the United States 

 in the center called attention to tele- 

 graph delivery facilities of florists. 

 Placards told the spectators something 

 of the service they might obtain in their 

 flower store. Baskets, vases and pots 

 of flowers gave :\ distinctly flural ap- 

 jiearance to the telegraph coirijiany 's 



window. The ex])ondilure by ail tin' 

 florists amounted to a total of approx 

 imately $200. 



At the same time tlu' advertisetnent 

 reproduced on page IS appeared in 

 the daily papers, to reach tliat part ot 

 the public which had not seen the win- 

 dow. 



Striking Results. 



All of the florists who participated in 

 the display tell of noteworthy returns 

 in the shape of telegraph orders for 

 Mothers' day. Outgoing orders were 

 ten times the number of those coming 

 in, they say. One store, which had an 

 average telegraph business, not the 

 largest, sent out 140 orders, averaging 

 better than .f 1 each. Others, while not 

 presenting exact figures, put the total 

 higher. 



From the achievement of these Mil 

 waukeo florists comes the opportunity 

 of the trade in other cities to do like 

 wise. The Western Union Telegraph 

 Co. is freely cooperating with florists in 

 boosting their service and ofTices in 

 other cities will doubtless aid the trade 

 as much as in Milwaukee. Though 

 Mothers' day was a particularly oppor- 

 tune time to stage such a window, it 

 may be done at any time. Florists 

 might enliven any week by a campaign 

 t'or telegraph orders. J'iVen though it 

 were not so jiroductixe of immediate re- 

 sults as a holiday window, it would do 

 imu h toward public enlightenment and 

 eduiation regarding the telegraph do- 

 li\<M\- of flowers. 



ROSE GARDEN PILGRIMAGE. 



The summer meeting of the American 

 Hose Society will be lield at Washing- 

 ton, I). C, .fune 2. All visitors are ex- 

 I'ccted to register at the store of Gude 

 Hros. Co., on F street, between 9 and 10 

 a. 111. Promptly at 10 o'clock the party 



Western Union Window, D2Coratcd by Florists, which Boosted Mothers' Day Wire Orders in Milwaukee. 



