24 



The Florists* Review 



PUBBUABT 8, 1921 



and the street and number printed in 

 heavy type, wouldn't the average per- 

 son be more apt to watch for the win- 

 dow display, perhaps even going on pur- 

 pose to see it, than if the advertisement 

 and display were not connected? The 

 idea can be developed. Perhaps a spe- 

 cial flower valentine is advertised. The 

 same specialty should then be promi- 

 nently displayed in the window. The 

 customer sees the advertisement and 

 when he passes the florist's store he un- 

 consciously recognizes the specialty. 

 The advertising effect is much more 

 forceful than if ' he were notic- 

 ing it in the window for the first time. 

 He remembers, jierhaps, the particular 

 advantages of this valentine specialty 

 as he read them in the newspaper and 

 he is interested enough to look in the 

 window. From window to the interior 

 of the store is the logical step and a 

 customer is secured merely by system- 

 atic advertising. 



Some Successful Specialties. 



A heart-shaped box filled with violets 

 is a specialty featured by Penn the 

 Florist, of Boston, Mass. Every year 

 he has an advertisement in the local 

 papers showing this box. In his win- 

 dow the box is displayed and those who 

 read the advertisement are forcibly re- 

 minded of it by a chance glance into the 

 window. The truth of the argument is 

 proved by the success this method has 

 achieved for the firm. A reproduction 

 of the advertisement used last year ap- 

 pears on the preceding page. 



Another St. Valentine 's day spe- 

 cialty, which was used by the Eosery, 

 Chicago, is the little gift doll with 

 flower containers on each side. A photo- 

 graph of this window display is shown 

 on page 23. The fealiure is the row 

 of dolls in the front of the window. 

 Pots of narcissi form the floral decora- 

 tions in this case and, situated as it is 

 on a prominent Chicago thoroughfare, 

 the window attracted much attention. 



Valentines by Telegraph. 



Yet another method of connecting ad- 

 vertising with the actual retail store 

 where the flower valentines are to bo 

 purchased might be gleaned from the 

 illustration on this page of the oil paint- 

 ing which Samuel Foast & Sons, Balti- 

 more, Md., displayed in their window 

 last year. The F. T. D. service is the 

 theme and the mcsspugor the svmbol. 



Feast's Oil Paintin g Poster. 



Another telegraph display window 

 was that arranged by the Miller Floral 

 Co., Salt Lake City, Utah, last year, 

 which is shown on a following page. 

 The center of attraction is the figure of 

 Dan Cupid bursting through a large 

 heart and pointing with his finger to the 

 spot on the window pane where a num- 

 ber of ribbons meet. The ends of these 

 ribbons are fastened to slips of card- 

 board pasted on the pane, each slip 

 bearing the name of an important city. 

 The idea conveyed, of course, was that 

 heart messages could be sent to any- 

 body anywhere. This was further 

 brought out by several telegrams in the 

 window, which read: 



"To any florist, anywhere in the 

 United States of America. Deliver Val- 

 entine flowers to Miss Anybody, Any 

 street, Any city; card to read Mr. Any- 

 body. Amount $ . . 



"Miller Floral Co." 



Be Original. 



Bertcrmann Bros. Co., at Indian- 

 apolis, Ind., secured considerable pub- 

 licity by the advertisement which ap- 



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Indianapolis Firm Found Cartoonist's Advertisement a Big Holiday Help. 



pears below on this page. Since ex- 

 perience is better than advice, Irwin 

 Bertermann may be quoted on this point 

 to good effect: "This out-of-the-ordi- 

 nary advertisement was used with ex- 

 cellent results, as the drawing and let- 

 tering are by Chick Jackson, a well 

 known local humorist. Departures from 

 the monotonous in advertising are al- 

 ways worth while and bring better re- 

 turns on the investment." 



Incidentally, this advertisement of 

 Mr. Bertermann 's is preaching the new 

 doctrine, that it is bad taste not to 

 "Say It with Flowers" on St. Valen-' 

 tine's day. The more thoroughly this 

 is brought to public notice, the steadier 

 and larger will be the regular St. Val- 

 entine's day. trade. 



For those who think individual news- 

 paper advertising is too expensive, the 

 cooperative scheme of advertising 

 might be a useful suggestion. In 1919 

 six florists of Houston, Tex., used a full 

 page of display space in a local news- 

 paper. At the bottom were the respec- 

 tive cards of the advertisers and the 

 reading matter was of a general ^nature 

 in regard to flower valentines. 



Place your order today for St. Valentine's day. 



February 14, and every other day, give flow- 

 ers to your nearest and dearest. In their beauty, 

 life and fragrance flowers are perfect, the most 

 chiirming tokens of your sentiments. 



On St. Valentine's day, "Say It with Flowers." 



One important thing to consider about flower 

 valentines is their arrangement, and in this par- 

 ticular there is great scope for individual pref- 

 erence. 



Corsage bouquets for personal use, hampers of 

 ' growing plants that last indefinitely, flower dec- 

 orations for the table, comblpations of spring 

 flowers, dainty plants in full bloom. 



The idea of giving flowers as valentines pre- 

 sents a new and unique way of expressing one's 

 esteem and affection and is one which will in- 

 stantly meet the approval of those who desire 

 to "Say It" in a practical way. 



The advertisement then proceeds to 

 point out just why flowers should be 

 given to mother, sweetheart and those 

 who are sick, closing with a good word 

 for the particular florists whose cards 

 appear on the page. 



Here is the suggestion of the flower 

 valentine, then "a new and unique way 

 of expressing one's esteem." In 1921 

 it is more than a suggestion, it is an es- 

 tablished fact. Flower valentines have 

 won their way to the first place among 

 their brothers and with a little assist- 

 ance will soon be without competition. 



Novelty Needed. 



A review of these advertising fea- 

 tures of past years conveys the need of 

 new St. Valentine's day specialties. 

 The heart-shaped box and the doll with 

 flower containers on each side are two 

 and in the display of the Miller Floral 

 Co., above referred to, special boxes on 

 which appeared large red hearts may be 

 noted. There are some others, but 

 merely because the valentines must be 

 flowers is no curb to imagination and it 

 is expected that this year will see sev- 

 eral novelties forthcoming. 



Violets are, naturally, in great de- 

 mand and since these dainty blooms are 

 of small size, some attractive arrange- 

 ment of the sentimental paper valen- 

 tine might include a bunch of violets. 

 Such a valentine could be sold at a low 

 price and might well prove popular. Of 

 course, the sale of -such an article might 

 be considered "infra dig." by some 

 members of the trade, but the idea re- 

 mains and, since ideas seem scarce, it 

 may prove useful. 



Circulars to Customers. 



But there are still other ways of get- 

 ting St. Valentine's day on the map. 



