May 10, 1917, 



The Florists^ Review 



17 



start because we felt that the national 

 publicity committee of the Society of 

 American Florists should carry on this 

 work, and as this body met at New York 

 March 20, our club did not wish to steal 

 the national society's thunder by pro- 

 moting a national campaign. 



"Another obstacle was the fact that 

 there was a competitive commercial 

 Mothers' day advertising scheme in the 

 field, and these, combined with a lack of 

 real interest, were some of the barriers 

 which stood in the way. 



"But the obstacles mentioned should 

 and will be easily overcome in the fu- 

 ture and if we all get together co- 

 operative national advertising will be- 

 come a regular fixture just as much as 

 any other item of our business. 



**It is the opinion of our committee 

 that a movement of this kind should be 

 controlled by the highest society of our 

 trade organizations, the Society of 

 American Florists or the Florists' Tele- 

 graph Delivery Association. Either of 

 these organizations could devise ways 

 and means for carrying on active cam- 

 paigns periodically and if the plan used 

 by us is adopted, cooperative ad- 

 vertising could be made self-sustaining; 

 likewise it would cover local advertis- 

 ing effectively, which would connect up 

 with the national campaign. 



* * Our committee has learned consider- 

 able in handling this work, and we shall 

 be more than pleased to give others the 

 benefit of our experience." 



The Literary Digest for May 5, 1917 



EVERYBODY IS ON THE WAGON. 



There is one thing certain, that if 

 this week 's Mothers ' day business peters 

 out unsatisfactorily, no one can say "I 

 told you so" and point to the lack of 

 advertising as the principal reason for 

 the failure. In fact, the question at 

 this writing as to how the day's busi- 

 ness could possibly fail to break all rec- 

 ords would be no less pertinent than the 

 celebrated inquiry as to how a man is 

 to get out of his trousers in a sleeping- 

 car berth while he is sitting on them. 

 For nearly every florist seems to be 

 * * doing his bit ' ' in advertising the day, 

 and the nation's mothers undoubtedly 

 are surprised by the week's outburst of 

 maternal love. 



Of all the publicity work already 

 done for the day, that of a large flo- 

 rists' club probably ranks first. This 

 organization not only distributed stick- 

 ers and posters, but also inserted a full- 

 page advertisement in a weekly of na- 

 tional circulation, the benefits of which 

 the trade at large enjoyed. National 

 advertising also was employed by nine 

 aggressive concerns, under the coopera- 

 tive plan, in this case the advertisement 

 bearing the signatures of the partici- 

 pants in the scheme. A printing con- 

 cern specializing in sales literature for 

 florists is reported to have sold in- 

 numerable stickers and posters. 



Last, but not least, florists of many 

 of the leading cities pooled their ap- 

 propriations and thereby gave the flower 

 message of the day a good showing in 

 the papers. Among these was the cam- 

 paign of the Detroit florists, who ex- 

 pended $750 for display advertisements 

 in city newspapers alone. The plans of 

 the Detroiters provided for special 

 stickers and posters. Every piece of 

 mail, each store window, each delivery 

 automobile — everything that belonged 

 to the advertisers had a sticker or 

 poster pasted on it. Clever window dis- 

 plays assisted in reminding the city's 



'others Da 



Z— Sunda 

 in May 



Send Her Flowers 



If possible, her favorite ones. 



TTiey will cany a double 

 message. 



If you don't remember her 

 favorites, send yours. 



If they are out of season, 

 there is the lovely rose, the 

 beautiful spring flowers emd 

 bright blooming plants. 



The thought of jrour re 

 membrance will make it one 

 of her happiest days. 



You Can 'Phone or Telegraph Them 



No matter where your Mother 

 or you are ; you can step into 

 any flower store and leave 

 your order. 



If the distance is great they 

 will telegraph the order. 



The coimtry wide Associa- 

 tion, called the Florists' Tele- 

 graph Delivery, makes .this 

 guaranteed service possible. 



To obviate the chance of 

 forgetting Mother on Mothers' 

 Day.attend to the ordering now. 



The National Publicity Advertisement of the Chicago Florists* Club. 



people of the second Sunday in May. 

 All this was done on a cooperative 

 basis, and the Detroiters expect to blaze 

 new trails of the same kind for Me- 

 morial day. 



OOB.SA SCANDENS FOR ARBOR. 



I have an arbor that is surrounded by 

 tall-growing trees. I would like to plant 

 some kind of vine that would cover the 

 arbor this summer. Can you tell me of 

 anything that will do well from seed 

 in such a place this season? I am not 

 particular as to what it is, as long as it 

 covers the arbor this season. 



W. H.— Kan. 



It is not an ideal place for any vine, 

 but I think Cobsea scandens would cover 

 the arbor more satisfactorily than any- 

 thing else you can grow from seed. If 

 you can secure a few plants in pots and 

 plant them out now, you are more sure of 

 getting a good covering than by starting 

 seeds at this rather late date. They 

 can be had from the majority of coun- 

 try florists doing a retail business. Give 



them well manured soil and they will 

 make a rapid growth. C. W. 



WHAT'S YOUR NAME? 



Here is Max Schling's list of those 

 who did and those who did not partici- 

 pate in the cooperative advertising the 

 trade is doing for Mothers' day: 



NAMES OF THE DONOBS. 



Tom Quick $10.0ft 



Billy Get-up 15.00 



Fred Just 20.00 



Ernest Jump 25.00 



Julius Run 25 00 



Henry Fair 5.OO 



George Best-lie can 1 00 



Andrew Willing i 50 



Otto Righto aloo 



NAMES OF THOSE WHO DID NOT DONATE. 



Jolin Take 



Jim Slow 



Albert Walt 



Frank Grasp I "We want the benefit and 



Charley Hold > let the other fellow pay and 



Sam Squeeze ( do the work." 



Dan Tight 



G. F. Sleep 



D. A, M. Greed 



Central City, Neb.— The people have 

 taken so well to his flowers that George 

 Hall is contemplating the erection of his 

 second house this fall. 



