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AD0D8T 19, 1920 



The Rorists'^ Review 



47 



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WHO of us will deny that one of 

 the most important elements of 

 progress in the floral world is the influ- 

 ence of our publicity campaign, an in- 

 fluence quite gratifying in view of the 

 small outlay actually expended! It is 

 a tribute to our craft to have had so 

 many who had the spirit of foresight 

 and generosity to link up and put our 

 slogan, "Say It with Flowers," across, 

 and in such short order as to have al- 

 ready made of it an international by- 

 word. 



It augurs well for our business that 

 we have been so fortunate as to pos- 

 sess this slogan^ but it is necessary to 

 keep it constantly before the world so 

 that its power may continue to grow. 

 All of us have felt its motion already, 

 but we need to speed up a great deal 

 before we can feel satisfied with the 

 growth of our business; we should at 

 the same time progress with our na- 

 tional fund in the same proportion. And, 

 in our analysis of the last two years, 

 the weak spot seems to be that we 

 should continually have to keep wait- 

 ing for more funds 

 to carry on this most 

 important work. 



During the last 

 year advertising 

 space in national 

 mediums has in- 

 creased in price and 

 your committee 

 would have con- 

 tracted for space at 

 the old rates had we 

 been assured that 

 the proper amount 

 would be forthcom- 

 ing. However, under 

 the circumstances, 

 we fared well and 

 no little credit is 

 due to the O'Keefe 

 Advertising Agen- 

 cy, which went as 

 far as it could in 

 this direction and 

 saved our associa- 

 tion a great deal. 



For Funds. 



We have suc- 

 ceeded beyond our 

 own dreams in our 

 national campaign 

 for the small appro- 

 priation expended 

 so far, but the mem- 

 bers of your com- 

 mittee feel the need 

 of more financial as- 

 sistance in order to 

 give the impetus to 

 our work for next 

 year and we hope 

 that some plans will 

 be formulated 

 which will make 

 this possible at this 

 time. Everyone 

 acknowledges the 

 importance of this 

 fact; advertising, in 

 order to become ef- 

 ficient, must be used 



The report of Henry Penn, chairman ot the 

 national publicity committee of the Society of 

 American FIorUtB, submitted to the convention 

 at Oleveland, August 18, 1920. 



frequently, or else the campaign fails. 

 To do this we should plan to spend at 

 least $100,000 for next year. The flo- 

 rists are sold on the publicity campaign, 

 but we must have a better method of re- 

 ceiving our subscriptions than that 

 which we have used during the last two 

 years, although we are grateful for the 

 start and the success already made. 



SjKurking for Progress. 



Make the convention this year one 

 of the best we ever had, but let the 

 master hand of Fred Ammann's past 

 effort be, in your thoughts, one of the 

 salient points of generosity of purpose 

 which might be emulated by others who 

 would like to serve their profession, so 

 that all may benefit by sharing each 

 other's success. And your national pub- 

 licity campaign is the way to solve our 

 problem for bigger and better business. 



Advertising is the spark of electricity 



Henry Penn. 



(Chairman of the National Publicity Committee.) 



that ignites the gas to make the engine 

 go and with its motion everything else 

 moves. It was this factor which was 

 the weakest part of our business, but, 

 thank the stars, we have opened our 

 eyes to its benefits and we are going 

 to keep it up. 



Herbert Casson once said to a con- 

 vention of automobile salesmen, "You 

 knew how to sell them ten years before 

 you knew how to build them." This 

 was another tribute to the worth of ad- 

 vertising. 



Just imagine the beneficial results of 

 national advertising, with a good-sound- 

 ing, well written advertisement, when 

 the man in Boston reads the same ad as 

 the man in San Francisco or Seattle, 

 and at the same time. All that is 

 needed to put the idea across is to 

 have every florist tie up by advertis-' 

 ing in local newspapers and cash in on 

 the announcements. Millions of people 

 are reading these ads at the same time 

 and the florist who makes use of this op- 

 portunity is the one who will eventually 

 increase his volume of business and 

 at the same time 

 automatically raise 

 his standards. 



"Whenever you see 

 an establishm'ent 

 constantly rising, 

 make up your mind 

 it is enlarging its 

 advertising c a m - 

 paign. Shall we go 

 forward? The ans- 

 wer rests with you. 



For Success. 



John Wanamaker, 

 one of the best mer- 

 chants of our coun- 

 try and considered 

 an expert of the 

 highest type in ad- 

 vertising, once said: 

 "While I have al- 

 ways recognized 

 that the object of 

 business is to make 

 money in an honor- 

 able manner, I have 

 endeavored to re- 

 member that the ob- 

 ject of life is to do 

 good. Hence, I have 

 been ready to en- 

 gage in all new en- 

 terprises and, with- 

 out incurring debt, 

 to risk in their pro- 

 motion the means 

 which I have ac- 

 quired, provided 

 they seemed to me 

 calculated to ad- 

 vance the general 

 good." 



How well this 

 quotation applies to 

 our national pub- 

 licity campaign, so 

 that all may extol 

 the merits of our 

 slogan, ''Say It 

 with Flowers," and 



[Continued on page 104.) 



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