;A-V-' ■ • <• 



16 



The Florists^ Review 



Jolt 29, 1920 



public has formed a habit of respond- 

 ing only to attractively designed copy 

 with a message of value. And they are 

 accustomed to being constantly re- 

 minded. 



Behind every action there is a mo- 

 tive. Why "Say It with Flowers"! 

 Our national slogan in itself implies the 

 reason, but a slogan alone is like an 

 aeroplane without a motor; to acceler- 

 ate speed, action and accomplishment of 

 purpose, we must drive the message 

 home with 100-horsepower, not argu- 

 ments but strong appeals and real rea- 

 sons, and, above all, reasons for say- 

 ing it with your flowers. 



The Copy. 



The occasions when flowers find their 

 place are too well known to men- 

 tion from the cradle to the grave. In 

 many minor and big events of life from 

 January 1 to December 31, there are 

 occasions when saying it with flowers 

 will bring joy and contentment to many, 

 including ourselves. To capitalize these 

 occasions through advertising, appealing 

 to the sense of emotions of your pros- 

 pective buyer at the psychological mo- 

 ment, forcefully and consistently, is one 

 of the secrets of successful florists' ad- 

 vertising. Never allow an occasion to 

 escape; have your ammunition ready to 

 throw a barrage that will overcome all 

 objections. 



When your advertisement is intended 

 to close the sale of some specified flower 

 or plant it will be necessary to arouse 

 interest and close the sale through sug- 

 gestion and a strong appeal to the 

 senses, beauty, quality, form, size, fra- 

 grance, color, touch imagination, satis- 

 faction, of pride and a fair price appeal. 

 When a motive is formed there is a 

 willingness to buy and it remains only 

 fpr a elevei; salesman to close the sale, 

 but when it is necessary to arouse a 

 motive consider what practical uses your 

 prqspeQt \vill get with your flowers and 

 what main motives will make your pros- 

 pect want your flowers. Vanity and the 

 expression of love and Sympathy I con- 

 sider the principal motives for the use 

 of flowers. 



Appeal to Style. 



Style and the prestige that goes with 

 it form a valuable advertising point. Let 

 your advertisement fairly bristle with 

 style appeals; make your name so dis- 

 tinctive that its appearance on a corsage 

 bouquet box is evidence of the good taste 

 and rare judgnaent of the sender. 



The quality appeal has strength be- 

 cause our stock is perishable and much 

 satisfaction depends upon the fresh- 

 ness and substance of the flowers. It 

 should be every florist's aim to handle 

 flowers of superior merit and make the 

 fact known with forceful reasons why 

 there are advantages in buying his 

 flowers. Bareness, color quality, fra- 

 grance, length of stem, texture of bloom, 

 luxurious foliage, fresh stock and finest 

 floral accessories are convincing points. 

 The appeal to the artistic sense has 

 several good points — beauty of form, 

 uniqueness of color, harmonious blends, 

 graceful arrangements and novel effects. 

 These are but a few of the treasure of 

 reasons. 



Love, the undefined sentiment, is our 

 most effective appeal. Love of mother, 

 sister, sweetheart or friend, an affection- 

 ate desire to create happiness for them 

 and to apprisn^ them of this desire — 

 what better advertisement of, one's love 

 than to "Say It with Flowers"! And 



so it is with sympathy when flowers 

 inspire hope and banish loneliness. Their 

 proven therapeutic valu^ in the sick- 

 room is food for other thought in the 

 direction of more sales. 



Have a Slogan. 



Your firm name, the most valuable 

 asset you have, is your best means of 

 identifying your flowers and the service 

 you advertise. Individuality may be 

 impressed by an attractively designed 

 name plate, which must always be em- 

 phasized in your advertising. It must 

 be your personal representative in cold 

 type and should be of distinctive design 

 and easily recognizable. In addition 

 tQ the national slogan, it is well for 

 every florist to adopt a slogan of his 

 own. Many people were u^der the im- 

 pression that all of our flowers were 

 shipped from northern markets and were 

 not in fresh condition when sold, and 

 we adopted the slogan, "Fresh Every 

 Morning," which has appeared during 

 the last two years in nearly 1,000 ad- 

 vertisements and over 60,000 pieces of 



E. W. Eichliog. 



direct advertising and it has succeeded 

 in overcoming this erroneous impres- 

 sion. 



Your show windows offer unusual op- 

 portunities for converting a little origi- 

 nality and artistic effort into actual 

 sales. While window displays should 

 coordinate with all advertising, especi- 

 ally newspaper, there should be an ele- 

 ment of the new and the unique to at- 

 tract attention and create favorable 

 comment. Your window is the guide to 

 the quality of your flowers and other 

 stock and the progressiveness of your 

 establishment. Begular changes, with 

 attractive displays and the use of ar- 

 tistically designed window cards, telling 

 your message, result in sales that more 

 than offset the effort. The glass should 

 carry an enlarged name plate near the 

 entrance in gold leaf and a copy of the 

 national slogan in gold script. Clean- 

 liness of interior and exterior is para- 

 mount. 



Theater Advertising. 



Picture slide advertising, while of 

 some value, is only valuable in accom- 

 plishing name publicity. The individual 

 is not in the proper receptive mood for 

 reading advertisements and your mes- 

 sage often fails to impress him. Con- 

 centration and the appearance of the 

 same message simultaneously in all thea- 

 ters will give better results. 



Unless advertising is supported by a 

 strong sales and service organization. 



ready to respond to every call created 

 by advertising, it cannot be expected ta 

 produce maximum results. Even a com- 

 plaint on quality or service may often 

 be turned into a profitable advertise- 

 ment by a tactful and live adjustment. 



The cut flower box of unusual color 

 and pattern, with its attractive tie, can 

 create an impression of quality, neatness 

 and painstaking attention to delivery. 

 This may be featured by using a box 

 with stripes of pleasing color contrasted 

 with the body color. Your box should 

 always dispT^ your name, address and 

 slogans conspicuously. Delivery tags 

 should also be given this treatment and 

 it is a good idea to print instructions 

 for the proper care of cut flowers and 

 plants on the reverse side. Even the 

 card envelope should carry your name. 



We are afforded many opportunities 

 to gain valuable publicity. A bridal 

 window display of a prominent dry 

 goods firm featuring your flowers; a dis- 

 tribution of surplus flowers in hospitals 

 with your flowers; a complimentary 

 basket of flowers for the opening of a 

 new store or bank; an occasional re-< 

 membrance of a good customer on a 

 proper occasion; the contribution of 

 articles to newspapers and the occa- 

 sional furnishing of table decorations 

 gratis for luncheons at clubs of which 

 you are a member are ohly a few of the 

 many opportunities that pxgsent them- 

 selves. 



Delivery Car a Billboard. 



Your delivery equiplnlent offers an- 

 other opportunity, as your automobile 

 may be converted into a veritable mov- 

 ing billboard. Besides the name dis- 

 play, the national slogan should be em- 

 blazoned on the panel. Your equip- 

 ment is an index to the dependability 

 of your service and should be maintained 

 in the highest standard of appearance 

 and efficiency. 



An electric sign featuring the name 

 and the word florist, near the entrance 

 to your store will attract the transient 

 buyer and identify your establishment. 

 A small sign in the window may be 

 used for special offers or to advertise 

 a special service. 



Back up the telegraph delivery for all 

 it's worth. It is no longer an experi- 

 ment; it has made good. What this idea 

 is worth to the florist depends in a 

 great measure upon himself. Only by 

 everlasting effort and cooperation in 

 giving publicity to this service can it be 

 developed to its rightful size; you are 

 the doctor. 



USINGEB'S UTTEBAXCES. 



Frank Winans, Petoskey, Mich., has 

 purchased a farm a short distance from 

 the city for the purpose of growing 

 asters and gladioli. It will have a 

 sprinkler system of irrigation. Mr. 

 Winans will discontinue the retail busi- 

 ness. 



Hasselbring Florist, Flint, Mich., will 

 open a second store, in the new Hotel 

 Durand. The fall planting at the green- 

 houses has been completed and the stock 

 is well advanced for an early crop. The 

 report shows business greater than ever 

 before, with more trade and larger 

 profits. 



Miss Zorn, of the D. P. Smith Floral 

 Co., Flint, Mich., is on her vacation, 

 visiting her home in Sheboygan, Wis. 

 The greenhouses at the old Smith range 

 are being dismantled and will be rebuUt 

 at a new location. W. T. U. 



