Fbbbuaby 24, 1921 



The Florists^ Review 



\7 



RETAIL STORE MANAGEMENT 



WHAT THE LEADERS IN THE TRA.DE ARE DOING 



THEATER PROGRAM ADS. 



Stumpp's Specials. 



Theater program advertising has be- 

 come a thing of as definite money value 

 as newspaper advertising, and its use- 

 fulness is recognized by a number of 

 leading florists in various cities. The 

 Fleischman Floral Co. has carried full- 

 page advertisements in Chicago theater 



programs. The Jones-Russell Co., in 

 Cleveland, has found that orchestral 

 concert programs are similiirly valuable. 

 New and distinctive advertising in such 

 a medium has of late been done by G. 

 K. M. Stumpp, three examples of which 

 are given on this page. 



Of course, one of the essentials in this 

 class of advertising is to make the dis- 

 play a catching one. It must attract 

 the eye. How well the advertisements 

 of Mr. Stumpp fulfill their mission may 

 be judged from an examination of the 

 reproductions on this page. Short and 

 to the point seems to be their general 

 characteristic. Mr. Stumpp features $5 

 specials and to further the catclfiuess of 

 these items he has named them " Hobbv 

 Box," "Happy Hap Fern" and " Tis- 

 ket Tasket Basket." 



The advertisements appearing on thi< 

 page are representative o* the entire 

 set of those wliich have been inserted 

 by Mr. Stumpp in the theater ju-ograms. 

 The reading matter is changed, but the 

 effect of the figure and the trade-mark 

 is retained througliout. "After think- 

 ing for hours 1 say it with flowers," 

 reads one, or "Beauty is as beauty does, 

 but our beautiful $5 box (if fiowers al 

 ways does! " 



Ten theaters are being used, over a 

 continuous period of forty weeks. 

 Changes of advertisements are made 

 every week and the theaters can be 

 changed among the two score covered 

 by the one program company. 



Keeping His Individuality. 



The results are not so a])parcnt, per- 

 haps, as in news])aper advertising. They 

 are not immediate. But they are much 

 steadier. As proof of the soundness of 

 tlie idea, Mr. Stumpp rejxirts that the 

 demand for his $.'5 box has been steadily 

 increasing. He is gradually testing out, 

 step by step, broader and broader mer- 

 chandising methods. He believes flowers 

 to be a common commodity ami not a 



luxury. Backing that belief, lie is tiy- 

 ing to put flowers within the reach of 

 the many, while never losing siglit of 

 the necessity for doing this in an in- 

 dividual way. How well he has suc- 

 c(!eded may readily be imagined from 

 such a campaign as this theater public- 

 ity for his $5 box. Such advertising 

 can never be quick in results, but it 

 can and will build solid business and 

 show a steady return. 



One of the main ideas which is sought 

 to be made public is that these $5 boxes 

 and specialties are a hobby with Mr. 

 Stumpp and that "he'll arrange it him- 

 self." That is where the personal 

 touch comes in. 



National publicity is for one thing and 

 individual publicity for another. They 

 may seem similar, but the wide-awake 

 florist does not make the mistake of con- 

 fusing them. National publicity preaches 

 the value of flowers, their many uses, 

 their beauty. It instills desire in the 

 mind of the buying public all over 

 America. It makes each bloom worth 

 more actual money than it was before 

 the public was educated up to its real 

 value. 



Publicity: National, Individual. 



ludividual advertising is straight - 

 .'ih(>ad, competitive business. Individual 

 advertising, to ]iay for itself directly, 

 must advertise the individual florist. 



^ Send her a basketful of joy 



>rnd h«r our Dollj Vardco 

 lia^krl of Horal li>vrlioct>s. 



I'll arrjD^ it myit\t I 



HFTH AftMK at itih <'T 

 Phon* I'tata KIW 



There must be a reason why buyers 

 should go to one particular store to buy 

 flowers. To find that reason aud let 

 everyone within hailing distance know 

 what it is, is the purpose and aim of 

 individual advertising. 



(J. K. M. Stumpp has found his reason 

 and he lets the public know that it 

 a])])lies to his store. He makes a hobby 

 of the three $.'5 specials of blooms. He 

 gives them his particular attention. 

 They have catchy names and it is easv 

 to remember them. The advertising in 

 the theater programs is merely seeking 

 a means of letting theater goers, who 

 usually are flower buyers, know of the 

 reason for buying from G. K. M. Stumjip. 



Of course, the large cities afford good 

 opportunity for this sort of advertis- 

 ing, but florists, so far, seem not to have 

 availed themselves to any large extent 

 of this opportunity for reaching tiie 

 very class of people who can be calcu 

 lated to be, to a large extent at least. 



flower buyers. Confections are adver- 

 tised widely in this way, as are milli- 

 nery goods, haberdashery and various 

 other sorts of merchandise. But flo- 

 rists have the most ai)])ropriate concomi- 

 tant of the tlieatcr and the jjrograui 

 would seem to be an opportunity for 

 excellent publicity. 



SETTING FOR MOVIE ACTOR. 



The F. Walker Co., Louisville, Ky., 

 pre)>ared a setting for George Beban, 

 the movie star and i)roducer, who was 

 in the city January 27, 28 and 29, and 

 jiresented a sketch, "The Sign of the 

 Rose," better known as the Harvard 

 l)lay, "The Florist Shop." 



The event was staged at the Strand 

 theater. In addition to the screen per- 

 formance, it was necessary to arrange 

 a setting of a flower shop behind the cur- 

 tain. The setting was made with arti- 

 ficial flowers of high order, and so closely 

 resembling real flowers that persons re- 

 marked on their beauty. 



Mr. Beban paid this firm a high com- 

 pliment on the excellent work and asked 

 for a photogra|)h of the setting to carry 

 on his tour with this production, so as 

 to be al)le to have similar settings ar- 

 ranged in other cities. Because of the 

 cooperation and courtesy which the V. 

 Walker Co. extended, an advertiscTuent 

 of the fii'in was shown on the screen for 

 ten days. 



BOARDING PLANTS. 



When caring for other people's plants 

 during the winter months, if any of 

 them should die from causes beyond my 

 control am I held responsible for it, 

 provided I do not agree to it in writing? 

 Is it customary to make uj) any agree- 

 ment in writing, in which I agree to make 

 good any plants tliat should die? I have 

 had several inrpiiries of late asking if 1 

 would care for plants, but I want to 

 know what the law is governing the 

 matter. I have read in The Review of 

 cases where people sent diseased or dy- 

 ing plants to the florist and looked to 

 him to bring them around. 



C. J. S.— N. J. 



Florists who do much in the way of 

 boarding jilants during the winter 

 months do not assume responsibility for 

 plants which die on their hands. It is 

 customary to examine the plants care- 

 fully before they are accepted, to ascer- 



