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14 



The Florists' Review 



Junk 3, 1920 



Bride's Bouquet of Valley and Formosum. 



orders. Hut wliy not ? It rests entirely 

 with liiiii. There is so much to these June 

 opportunities tliat every florist should 

 make an earnest effort to get the busi- 

 ness. To be- indifferent to wedding 

 work is a grave mistake. It is letting 

 Opj)ortuiiity skin her knuckles knocking 

 upon your door. It pays back many 

 times more tlian the investment. The 

 usually large sum involved in the one 

 transaction is added to by the favor- 

 able comment of the work and the new 

 customers because of it. That such an 

 idea as that the busy season for florists 

 ends -witli Memorial day should have 

 been ])revalent ho long is to be wondered 

 at. The month of June can be made 

 a quite busy one. 



Advertising Mediums. 



Going after the business and attract- 

 ing the attention of the public to wed- 

 ding flowers, and especially to yotiY 'of- 

 ferings, is a matter of much impor- 

 tance. The one principal way, although 

 it has many variations, is advertising. 

 There is no doubt that the newspaper 

 is the best medium and those who in- 

 tend to get a good share of this business 



\ 



do not limit themselves in using display 

 space. 



Another medium is the wedding book- 

 let. A handsomely printed and well 

 worded booklet, sent to all customers 

 on the mailing list, containing facts 

 about wedding flowers, customs and 

 illustrations of decorations, is sure to 

 bring results. The results may not come 

 from the customer to whom the booklet 

 has been sent, but from a friend of the 

 customer. It might also be sent to the 

 home of any marriageable young lady 

 whose address can be procured. This 

 booklet, it has been proved, is an un- 

 usually good medium for getting wed- 

 ding business. 



Window Displays. 



Then there is the window decoration, 

 which nearly every florist who is lo- 

 cated in a busy place has every year. 

 Some florists make a specialty of cre- 

 ating new ideas in window decorations 

 for getting wedding business. This 

 medium, which is most commonly used, 

 does not reach the largest number of 

 prospective wedding flower buyers. To 

 get the wedding business, advertising 

 must be placed so as to reach the largest 

 number of those who are going to use 

 the flowers. The window attracts many 

 who are not in need of flowers for that 

 special purpose. But although the 

 window may not reach some of those 

 who are in immediate need of wedding 

 decorations, a good display will surely 

 bring your name to mind when there is 

 need. It is the lasting impressions that 

 the florist wants to make, both in win- 

 dow displays and in the wedding decora- 

 tions, bouquets, etc. It is his work 

 which brings his store to mind when 

 flowers are needed. 



"Here comes the bride" means here 

 comes the florist's opportunity. 



GARDENERS' CONVENTION. 



At St. Iiouis in September. 



The dates for the annual convention 

 of the National Association of Garden- 

 ers have been set for September 14 to 16, 

 at St. Louis, Mo. The Marquette hotel 

 has been selected as the headquarters 

 and meeting place of the convention 

 and the following committee is in 

 charge of the local arrangements: Pro- 

 gram, George H. Pring; reception, Hugo 

 Schaff; entertainment, Ernst Strehle; 

 decoration, John Moritz; publicity, 

 Prof. H. C. Irish. 



This convention of the association 

 will be the most important in its his- 

 tory, as several matters which will have 

 much bearing on the future of the gar- 

 dening profession wmII be presented to 

 the convention for consideration. The 

 subject of examination and classifica- 

 tion for the gardeners, which was re- 

 ferred by the Cleveland convention to 

 the next convention, will be submitted 

 for final action. 



Good Attendance Expected. 



As the convention of the American 

 Association of Park Superintendents 

 will be held in Louisville, Ky., Septem- 

 ber 9 to 11, a good attendance is looked 

 for at both conventions, as many mem- 

 bers are affiliated with the two associa- 

 tions. The dates have been arranged 

 so that members may attend both meet- 

 ings. 



The following country estate owners 

 have recently subscribed as sustaining 



members of the National Association of 

 Gardeners: W. R. Coe, Oyster Bay, L. 

 I.; J. Pierpont Morgan, Mrs. J. Pierpont 

 Morgan and W. E. Kimball, Glen Cove, 

 L. I.; E. H. Inman, Atlanta, Ga.; F. M. 

 Sackett, Louisville, Ky.; H. E. Converse, 

 Marion, Mass.; Mrs. C. G. Rice, Ipswich, 

 Mass.; Mrs. W. Stursberg, Great Neck, 

 L. I.; E. F. Price, Port Chester, N. Y., 

 and A. C. Loring, Mound, Minn. 



NATIONAL PUBLICITY CAMPAIGN. 



Conunvinity Contribution. 



The publicity fund is augmented this 

 week by a check from the St. Louis 

 Florists' Publicity Committee for 

 $434.70, a further contribution of twen- 

 ty-five per cent of money collected by 

 the committee for publicity purposes. 

 Altogether this makes $1,205.70 contrib- 

 uted to the campaign this year by the 

 St. Louis florists. Secretary J. J. 

 Beneke writes that the committee is 

 looking for a big increase in their 

 fund this fall, which means further sup- 

 port to the national campaign. 



There are many more communities 

 which could give combined aid to our 

 fund. Some of these are, of course, 

 small in so far as the number of florists 

 is concerned. But if only half a dozen 

 florists would get together and make 

 a joint subscription, it would be quite 



KiUatoey Roses for Maid of Hooor. 



