66 



The Florists' Review 



Januakt 6, 1921 



_Th» flortsta whose eavds appMtf on th* pacos ewrylnc this hsadt •*• prapwrtd to llll orders 

 '"->— from otiier Oortate for local deUvenr on tlie venal iiasle. 



OUR CHRISTMAS DAY FIRE 



does not prevent us from offering you unexcelled service. Your patronage would be appreciated. 



Member F. T. D. 



THE C. A. DAHL COMPANY, Atlanta, Ga. 



THE PUBLIC FORGETS! 



Persistent Publicity Needed. 



People will not buy what they don't 

 know about. Flowers are advertised 

 too little. The public should be re- 

 minded of them oftcner; the public for- 

 gets! 



If you can't afford a large advertise- 

 ment, use a small one, but be persistent 

 in its use. In the long run it will keep 

 your name and your business before 

 tlie public, so that when the time for 

 purchasing does come, they automati- 

 cally will think of you in connection 

 with flowers. The successful advertiser 

 is the one who sticks to it continually. 

 Spasmodic advertising is not healthy. 



Most florists are content with the be- 

 lief that good flowers and good window 

 displays are all that is necessary, but 

 the third link — advertising — brings 

 people who do not pass your shop and 

 who do not see your windows. And 

 remember, the masses are the ones to 

 cater to. Advertising also gives your 

 shop added prestige that helps consider- 

 ably when you have the other two fac- 

 tors mentioned. 



Yale University made acanvass among 

 the leading advertisers in the follow- 

 ing industries, in order to learn what 

 percentage of their total sales was being 

 used for advertising, and this is what 



tfiey found: 



rer cent 



Automobiles 3-3 



Automobile atcessories 4.2 



Food products 4.0 



Fountain pens n.S 



Huilding materials 3-4 



Office supplies 5.1 



Optical goods j-3 



Paints and Tamislios 4.0 



Candies and chewing gum 8.1 



This last item appeals to us as a 

 factor in determining what we ought to | 



expend. If it takes an appropriation of 

 eight and one-tenth per cent to sell 

 candy, what should we do to advertise 

 flowers? Or, sliall we call it merchandis- 

 ing and marketing flowers? 



The best kind of advertising is that 

 which tells the simplest story, and es- 

 pecially is our business adapted to the 

 radiation of things that make for good 

 cheer and pleasure to all concerned. 

 When words fail, "Say It with 

 Flowers." What an applicable slogan 

 to our business! 



Poor Richard said, "Plow deep, while 

 sluggards sleep," and we may take heed 

 by going more strongly into our cam- 

 paign locally and nationally. Our na- 

 tional campaign, while simple, has 

 caught the whole country, as you well 

 know, and at the same time has added 

 dignity to our business generally. 



Have Faith in Advertising. 



Peculiarly our advertising campaign 

 has had the effect of uniting all the 

 florists into one large family group, 

 which in itself has been a great factor 

 and lias already yielded another seed, 

 the new National Flower Growers' Asso- 

 ciation, which will help the business in 

 many ways towards higher develop- 

 ment. 



No one can succeed with advertising 

 who could not succeed without it, and 

 conditions today in all lines that are 

 falling back forty and fifty per cent 

 prove that the efforts the florists have 

 made have helped a great deal in keep- 

 ing our sales at a better average than 

 would have been possible without the 

 campaign. 



We must acknowledge this: John 

 W.inamaker's first day's profits were 

 devoted to advertising, and through- 

 out his entire career he had been de- 



FOREIGN SECTION 



Liverpool, England 



DINGLEYS. Ltd., Florists 

 SHEFFIELD, ENGLAND 



WM. ARTINDALE & SON 



FLORISTS SEEDSMEN NDEISERYMEN 



Manchester, England 



DINGLEYS, Ltd., Florists 



SCOTLAND 



SEND YOUR 

 ORDERS NOW TO 



LEIGHTON, Florist, GLASGOW 



Scotland's Only Member F. T. D. 



voted to it to a large degree. John N. 

 Willys started life as a bicycle repairer 

 in a country town and has become one 

 of the largest automobile manufacturers 

 in the world, crediting his great suc- 

 cess principally to his faith in advertis- 

 ing. As he personally said, "I may not 

 have been quick to see some things, but 

 at least I saw early in life that the road 

 to prosperity was coated with printers' 

 ink." When Cyrus K. Curtis bought 

 the Ladies' Home Journal he borrowed 

 several hundred thousand dollars to put 

 it on a paying basis and nearly every 

 cent of it went into advertising that 

 paper. Later he spent almost $1,000,- 

 000 improving and advertising the Satur- 

 day Evening Post. Mr. Curtis had an 

 unshakable faith in the power of ad- 

 vertising and today these two papers 

 are more profitable than a gold mine. 



"With faith, hope and optimism," 

 Babson the statistician says, "we need 

 to regard the periods of depression and 

 prosperity." Sheldon says we need to 

 inject more religion into business, one 

 of confidence, the golden rule kind. And 

 particularly in times like these should 



