66 



The Florists^ Review 



OCTOBKE 21. 1»20 



TIa* florist* wbo«e cards appMur on the paces eanrylns this hsad* aro proparad to fill ordars 

 '•""^ from otbar florists for local dallvarr on flia usual basis. 



pioBLMiLM&^iyiiMiiLMiyMya^^ 



TATE'S TIPS 



OPENING A BIG FIELD. 



Index by Towns Crowded Out of Pink 



store, for example. It has windows dis- 

 playing merchandise of every descrip- 

 tion; no doubt there will be a window 

 containing a set of dining room furni- 

 ture. In arranging this window the ob- 

 ject of the window dresser is to have it 

 as homelike as possible. He will go to 

 all sorts of trouble to accomplish this. 

 What is more natural in a well-fur- 

 nished dining room than several vases 

 of cut flowers and a few plants? They 

 will make all the difference in the world 

 in the finish of the window. 



The majority of window dressers 

 spend their evenings in the business dis- 

 trict looking at the work of their com- 

 petitors for new and original ideas. If 

 you will make a suggestion like the 

 above to your advertising man he will 

 at once tell you that the man they must 

 work on is the window dresser. Space 

 will only permit me to mention one win- 

 dow, but the same idea can be worked 

 out in almost any window setting. The 

 main point is to see that the window 

 dresser gets the idea; the rest can be 

 left to him. 



New Uses for Flowers. 



In a number of localities publicity 

 campaigns are being conducted, one of 

 the principal objects of which is to ed- 

 ucate the public in new uses for flowers. 

 These campaigns are, as a rule, con- 

 ducted by committees of some organi- 

 zation of florists, and the object of this 

 article is to call the attention of such 

 committees to a prospect that I have 

 been studying for some time; that is, 

 the greater use of flowers by business 

 men in their business. 



The writer is well aware of the fact 

 that some flowers are now used in busi- 

 ness, but they are so few that it is not 

 looked upon as a feature of the florists' 

 business. If an old employee of a busi- 

 ness house dies, the firm will, no doubt, 

 send a floral offering to his funeral; or 

 if a ship is launched the company will 

 present the lady who christens it with 

 a bunch of roses. A department store 

 or bank having a celebration of some 

 sort will have a few palms about, and 

 perhaps there are some other instances 

 where flowers are used by business men, 

 but when we consider the possibilities 

 in the field we cannot help admitting 

 that the surface has not yet been 

 scratched. 



To conduct a campaign of education, 

 it is presupposed that you must have 

 pupils, and if an educator had the priv- 

 ilege of selecting those he intended to 

 teach, is it not reasonable to suppose he 

 would select those who were most apt? 

 Take the business man, for instance. He 

 already has a fair education in public- 

 ity. He is, in a measure, trained, and 

 will be quick to see any suggestion your 

 advertisement may carry that will be 

 of benefit to his business. The point I 

 wish to emphasize is, that it will pay 

 any local publicity campaign to go after 

 this business in a systematic way. You 

 no doubt have an advertising agency 

 to handle your campaign; tell them, if 

 they have not already suggested it, that 

 you want to make a drive for this busi- 

 ness. I once was of the opinion that 

 all an advertising agency did, and I am 

 sure there are men who have the same 

 opinion, was to write catchy advertise- 

 ments for the newspapers. This is really 

 only a small part of their business. For 

 instance, recently I learned of a case 

 where 3,000 letters were sent out in a 

 single week in a little drive, with re- 

 sults that were wonderful. Now, what 

 was the secret of this success? Why, 

 every one of those letters got into 

 proper hands. Every large business or 

 corporation has a pulDlicity expert on its 

 rolls, and when such an official gets a 

 personal letter from a legitimate agency 



giving him suggestions he is sure to give 

 the subject considerable study. His de- 

 partment is maintained for the benefit 

 of the business and must show results. 

 In other words, he is continually look- 

 ing for new features that will keep the 

 business he represents in the limelight. 



Flowers and Business. 



Now let us look at some of the ways 

 in which flowers can be used to advan- 

 tage by the business man. We are not 

 going to speak here of a basket of flow- 

 ers sent to someone on his birthday, or 

 some other anniversary, to retain his 

 good will; we are going to talk in this 

 article of flowers used by the business 

 house to create publicity. 



We will take a large department 



We Deliver 



Direct To Every Outgoing 



Steamer Sailing From 



New York City, 



Hoboken, 



Brooklyn 



If You Want Service— 



You Want Schling ! 



Long Distance Phones: 



Plaza 



\ 72It2 

 12022 



8TEAMEB SAIUNGS. 



Display the following list of steamer sailings in a conspicuous place in yeur 

 window or store, or use it in advertising matter with the statement that you have 

 facilities for filling bon voyage orders on short notice at any port. You can 

 thus develop telegraph business for steamer trade, especially at this time of year. 



Steamer — From — 



Pretorian Mootreal 



St. Paul New York 



Metagama Montreal 



Carmanla ....New York 

 Kroonland ...NewY'ork 

 Lafayette ...New York 

 Persia Maru .San Fr'aco 



Ponce New York 



F. Palasciano. New York 



Ventura San Fr'soo 



Victorian Quebec 



Ryndam New York 



Fusblmi Maru ..Seattle 

 San Juan .... New York 



Canoplc New York 



Mauretanla ...New York 

 Rochatnbeau . New York 

 Stockholm . . . New York 

 Madonna ....New York 

 Stavang'fjord New York 



To— 



SalU 



Glaagow Oct. 22 



Southampton ...Oct. 23 



Liverpool Oct. 23 



Liverpool Oct. 23 



Antwerp Oct. 23 



Havre Oct. 23 



Yokohama Oct. 3> 



San Juan Oct. 23 



Naples Oct. 26 



Sydney Oct. 26 



Liverpool Oct. 27 



Rotterdam Oct. 27 



Yokohama Oct. 27 



San Juan Oct. 27 



Genoa Oct. 28 



Southampton ...Oct. 28 



Havre Oct. 28 



Sweden Oct. 28 



Naples Oct. 29 



Norway Oct. 29 



Steamer — 



From- 



To— 



SaiU 



Madonna . . . .Providence 

 Philadelphia .New York 

 La 8a vole . . .New York 



Canada Montreal 



Giusep. Verdi. New York 



Lapland New York 



Olympic New York 



Saxon ia New York 



Satumla Montreal 



Pesaro New York 



Coamo New York 



Marama San Fr'aco 



Corslcan Montreal 



China San Fr'soo 



Aquitania New York 



Porto Rico. . . . New York 

 Pres. Wilson.. New York 



France New York 



Emp. France Quebec 



Mongolia . . . .New York 



