May 10, 1917. 



The Florists^ Review 



17 



start because we felt that the national 

 ])ubli('ity ((iininittee of the ^Society of 

 American J'lorists should carry on this 

 Avork, and ms tliis body met at New York 

 March 120, dur dub did not wish to steal 

 the national society's thunder by pro- 

 moting a national campaign. 



"Anotlier obstacle Avas the fact that 

 tiiere was a competitive commercial 

 Mothers' day advertising scheme in the 

 field, and tiiese, combined with u lack of 

 real interest, were some of tlie barriers 

 whicli stood in the way. 



'•But the obstacles mentioned should 

 and will be easily overcome in the fu- 

 ture and if Ave all get together co- 

 operative national advertising Avill be- 

 come a regular fixture just as much as 

 any other item of our l)usiness. 



"It is the opinion of our committee 

 that a nuivcmcut of tliis kind should be 

 controlled liy the liighest society of our 

 trade organizations, the Society of 

 American Florists or the Florists' Tele- 

 graph Delivery Association. Either of 

 tliese organizations could devise ways 

 and means for carrying on active cam- 

 paigns periodically and if tlie plan used 

 by us is ado])ted, coiiperative ad- 

 A'ertising could be made self-sustaining; 

 likewise it Avould cover local advertis- 

 ing effectively, Avhich would connect up 

 Avith tlie national campaign. 



' ' Our committee has learned consider- 

 able in liaudling this Avork, and we shall 

 be more than pleased to give others the 

 benefit of our experience." 



Till- Literary Difivsl foi May fi. 1 91 '4 



EVERYBODY IS ON THE WAGON. 



There is one thing certain, that if 

 this week's Mothers' day business ])cters 

 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 Avriting as to how the day's busi- 

 ness could })ossibly fail to break all rec- 

 ords would be no less pertinent than the 

 celebrated inquiry as to hoAv a man is 

 to get out of his trousers in a sleeping- 

 oar berth wliile 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 tlie day, that of a large flo- 

 rists' club probably ranks first. Tliis 

 organization not only distriliuted stick- 

 ers and jiosters, but also inserted a full- 

 ]iage advertisement in a Aveekly of na- 

 tional circulation, the benefits of Avhicii 

 tlie trade at large enjoyed. N'ati(ui:il 

 advertising also Avas employed by nine 

 aggressive concerns, under tlie 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- 

 ]iropriations and thereby gave the flower 

 message of the day a good sliowing in 

 the papers. Among these Avas the cam- 

 paign of the Detroit florists, who ex- 

 ]iended $750 for display advertisements 

 in city newspapers alone. The plans of 

 the Detroiters proA'ided for special 

 stickers and jiosters. Every piece of 

 mail, each store Avindow, each delivery 

 automobile — everything that belonged 

 to the advertisers had a sticker or 

 jioster pasted on it. CleA'er vrindow dis- 

 plays assisted in reminding the city's 



umers Da 



^ SunJa 



May/ 



Fl 



owers 



If possible, her favorite ones. 



They will carry 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 and 

 bright blooming plcints. 



The thought of your re 

 inembrance 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 Icavt 

 your order. 



If the distance is great they 

 will telegraph the order 



The country wide Associa- 

 tion, called the Rorists' Tele- 

 graph Delivery, makes this 

 guarainteed service possible. 



To obviate the chance of 

 forgetting Mother on Mothers' 

 Day, attend to the ordering now 



The National Publidty Advertisement of the Chicago Florists* Club. 



people of tlie second Sunday in May. 

 All tliis was done on a cooperative 

 liasis, and the Detrc»iters expect to blaze 

 new trails of the same kind for Me- 

 morial dav. 



COB^A SCANDENS FOR ARBOR. 



I have an arbor tiiat is surrounde<l by 

 tall-growing trees. I would like to plant 

 some kind of vine that Avould cover tiie 

 arbor this summer. Can you tell me of 

 anything that Avill do Avell from seed 

 in such a place this season? I am not 

 particular as to what it is, as long as it 

 coA'ers the arbor this season. 



W. 11.— Kan. 



It is not an ideal place for any vine, 

 but I think Cobaca scandens Avould cover 

 tlie arbor more satisfactorily than any- 

 tliing else you can groAV from seed. If 

 you can secure a foAv plants in jiots and 

 plant tliem out now, you are more sure of 

 getting a good covering tlian by starting 

 seeds at this rather late date. They 

 can be had from the majority of coun- 

 try florists doing a retail business. Give 



thi'iii Wfil manured soil and they Avill 

 uuike a ra[iid groAvth. C. W. 



WHAT'S YOUR NAME? 



Here is Max .Schling's list of those 

 wlio did and tliose Aviio did not partici- 

 p;ifc in tlie coiiperative advi'rtising the 

 trade is doing for Mothers' day: 



N.VMi:S OF J HE DONOUS. 



Inrn Quick .SlO.Oft 



Itilly (ictup 'l.-..(Ht 



I'rrd ,Iiist L'O.OfI 



Krui'st .lump i;,">.00 



liiliiis IJiiM :;."i.<l(i 



lli'iir.v I'Mir "."i.ilO 



i;corf,'o Ui'sthe can I'oo 



.Xiiiirfw WiUins i.r,i( 



"tlo UiRhto :\.w\ 



N.\Mi;s OF THosi; WHO dh) not don.vit;. 



loliii Take 



.liin .Slow \ 



AUMTt Wait I 



Frank C.rasp \ "Wo want tlio lionofit and 



( harl.y Hold . let tlu> otlior fcUow pav and 



Sam S.iiiccze 1 do the work." 



i>aii Tifilit V 



<;. F. Sleep 1 



1). A. M. (Jropd 



Central City, Neb.— The people liave 

 taken so \vell to his tloAvers that George 

 Ilali is contemplating the erection of liis 

 secon.l house this fall. 



