Max 24, 1917. 



The Florists^ Review 



17 



the Corner some day may be to Tulsa, 

 Okla. 



Perry De Haven for many years was 

 in the florists' business in Tulsa, but 

 he died in 1914 and left Mrs. De Haven 

 to continue the business. In the course 

 of time she found the greenhouses a 

 little beyond her strength, sold them 

 and started a flower store downtown. 

 The business has grown steadily and 

 now the Little Flower Shop Around the 

 Corner is one of the town's most mod- 

 ern and popular establishments. It re- 

 cently has been refitted and appears as 

 in the accompanying illustration. Note 

 that there are no counters and that the 

 fixtures and furnishings are in keeping 

 with the character of the business done. 



BON VOYAGE. 



A unique basket recently was made 

 at the establishment of B. M. Joseph, 

 San Francisco, for presentation to a 

 Frenchman who was leaving for his 

 native land. It was valued at $100, 

 made of orchids and valley. On one 

 side of the handle appeared a miniature 

 representation of John Bull and on the 

 other side that of Napoleon, while in 

 the center was an aeroplane, in which 

 the passenger carried a bon voyage 

 basket. H. S. G. 



A NEW SHOW IDEA. 



Cheap But Good Advertising. 



Admittedly, the success of a flower 

 show is determined not so much by a 

 preponderance of exhibits as by the 

 extent of the public's response in the 

 form of attendance. As everybody 

 knows who has served on a flower show 

 committee, to fill an exhibition hall 

 with flowers and plants is ordinarily a 

 matter of bringing sufficient pressure 

 to bear on those capable of making ex- 

 hibits, but the task of attracting the 

 people to the show, whether or not there 

 is an admission fee, is far from easy. 

 Publicity "stunts" and advertise- 

 ments are expensive, particularly so if 

 the weather should happen to turn out 

 unfavorably, or if the show committee 

 did not display wisdom in selecting the 

 location of the show rooms; and if per- 

 chance the doorkeeper reports all at- 

 tendance records broken, the show pro- 

 moters will find small consolation in 

 that should they figure out what per- 

 centage of the population stayed at 

 home. 



It is with more than ordinary interest 

 that the trade should turn to the novel 

 plan recently tried out at New Bruns- 

 wick, N. J. Instead of leasing a hall 

 and staging the exhibits therein, the 

 florists of the city placed displays in 

 the various store windows on the main 

 business street. The idea was to bring 

 the show to the people rather than try 

 to bring the people to the show. The 

 purpose was to attract the notice of not 

 only those who would attend an exhi- 

 bition held in a special building, but 

 also of those who ordinarily were not 

 interested in flowers and whose atten- 

 tion could be got only by placing the 

 flowers where their eyes could not fail 

 to fall upon them. 



Some of the Advantages. 



E. B. Boyd, who conceived the idea, 

 writes of the show as follows: 



"Another advantage of this method 

 was that it gave one the opportunity of 

 appreciating the beauty and attractive- 



A Bon Voyage Basket Arranged by a San Francisco Retailer. 



ness of the individual exhibits. After 

 visiting a flower show of the kind 

 usually held, many of the public re- 

 tain only an impression of a riot of 

 confused and mingled beauty, with no 

 distinct and vivid remembrance of in- 

 dividual flowers or plants. Seeing the 

 various exhibits one at a time, how- 

 ever, with the name of each variety 

 plainly written on a card attached to 

 it, the novice is able to remember those 

 which appear most attractive, for refer- 

 ence when buying of the florist. 



' ' There were less than a dozen ex- 

 hibitors in the show, but some took 

 more than one window of the largest 

 stores. The holding of future shows 

 of a similar nature no doubt will be 

 aided and simplified by our experience. 

 We found that the time we had chosen, 

 for instance, had its good points, but 

 that there were also some drawbacks. 



For example, it was possible to secure 

 exhibits from privately-owned conserv- 

 atories, but the florists were so busy on 

 account of the Easter rush that they 

 did not find it possible to make displays, 

 except in two instances. There is no 

 doubt, however, that the florists were 

 interested. Why shouldn't they bet 

 Frankly, I believe the idea of ^holding 

 a flower show by having exhibits 

 placed in windows along the main 

 streets of the business section of the 

 city offers the best opportunity for ad- 

 vertising the florists' business. It is 

 nothing less than bringing the flower 

 show to the people. 



"There was practically no expense 

 attached to the promotion of the show. 

 The thing actually worked out almost 

 automatically. Letters were sent out 

 to owners of local conservatories and 

 florists, giving them the time of the ex- 



Mrs* De Haven's Little Flower Shop Around the Corner, Tulsa> Okla. 



