May 31, 1917. 



The Florists^ Review 



15 



r ^iMiiu<itL^itiijiiy»iti^itA^|ty^i^»i>>LL^iti^tiiUJii^^^ 



MEMORIAL DAY ECHOES 



^?l^7Ttl^7T^I^7Ttl^7T^I^All^A-tl^A-^I^A -tl^A1rlfA1rlfA-^lfAllfA-1lfAllf^^^ 



tA-tlfA-tifAWA>n-Airi>5a 



LOOKING BACKWARD. 



To View the Future. 



Memorial day, the last of the holi- 

 days that mean added business for the 

 trade before the summer season, is past 

 and during the next few months our 

 business will have no artificial stimu- 

 lant. Therefore it appears to be an 

 opportune time to look back and ana- 

 lyze the activities of the last eight or 

 nine months, check up on the business 

 done and the profits earned and from 

 this analysis map out our course for 

 the future. 



Retrospection invariably brings in- 

 trospection. We look back over the 

 things we have done and take stock of 

 what our activities have accomplished. 

 We see where we have won and where 

 we have lost; we realize why we have 

 succeeded and usually can put our fin- 

 gers on the causes of our failures. Thus, 

 by the process of elimination, we know 

 what is best for us to do in the future. 



Repeated statement of the same fact 

 is supposed to give it emphasis; there- 

 fore let it here be repeated that busi- 

 ness with florists — growers, wholesalers 

 and retailers — never has been so good; 

 in fact, it broke all records to smither- 

 eens. And the cause for this effect is 

 that never has the trade, individually 

 and as a whole, done so much to in- 

 crease the demand for flowers, not at 

 any particular store or group of stores, 

 but at all stores. 



During the last several years The Re- 

 view has been preaching the cause of 

 publicity to florists. Week after week 

 and year after year, its columns have 

 told of the successes made by this re- 

 tailenand that retailer through the use 

 of advertising space. Look back over 

 the last, your most successful year, and 

 consider what the trade as a whole has 

 done in the way of publicity for flowers. 

 Individual florists and groups of florists 

 have spread the gospel, "Buy flowers." 

 Flowers for Christmas, flowers for St. 

 Valentine's day, flowers for Easter, 

 flowers for Mothers' day and flowers 

 for Memorial day — that has been the 

 burden of their advertising. And the 

 public has bought. 



It does not take long for the average 

 human to realize the joy to be derived 

 from the good things of life. Those 

 who bought at Christmas for the first 

 time, bought again at Easter and at 

 Mothers' day. Next season they will 

 have the flower buying habit, if they 

 have not it already. 



What the Future Holds. 



It is a wise man who profits by the 

 experience of others. What has been 

 done to help the trade as a whole by 

 the individual florists and the organi- 

 zations of florists is only a starter in 

 what can be accomplished. It has been 

 demonstrated that advertising pays; 

 that it means dollars to the florist to 

 go after business instead of sitting 

 tiglit and waiting for business to come 

 to him. 



There is no need to recite what can 

 be accomplished to the progressive 



members of the trade who have blazed 

 the trail for their less imaginative fel- 

 lows. They know what they have done 

 and what it has meant to their busi- 

 ness. Next year they will follow out 

 the policy that has proven itself a win- 

 ner, only more intensively. They will 

 lielp in the campaigns of national pub- 

 licity — the success of the Mothers' day 

 campaign presages others of its kind — 

 and will continue to advertise as indi- 

 viduals. 



What are you going to do? 



NEHBLING'S NEAT AD CARD. 



Experience in teaching the science 

 of growing flowers appears to have 

 taught A. H. Nehrling, formerly pro- 

 fessor of floriculture at the Massachu- 

 setts Agricultural College and now 

 manager of McDonald & Co., florists 

 at Crawfordsville, Ind., the science of 

 selling flowers, as the accompanying il- 

 lustration of a Memorial day advertis- 

 ing card, sent out by Mr. Nehrling, 

 will show. 



The text of the advertising matter 

 on the card deals with the sentiment of 

 the day and uses an up-to-the-minute 

 condition in our national affairs to ac- 

 centuate that thought, with a flag to 

 illustrate it; next the advantage of or- 

 dering early is impressed and finally 



Memorial Day 



A Tribute To The Loved Ones 

 Flowers In The Home 



Don't Ifft your life bt ruled by the almighty dollar 



Slop in your rush after money and your own eelfiih 

 happiness and think of the loved onet that have passed away. 



In the E^ast everyone remembers Memorial Day Let 

 us of the West not be backward in this respect 



See that the graves of members of (he family are not 

 neglected on this day-— end have flowers in the home as a 

 tribute to thoae who once brightened life for you 



A few flowers on the picture of the ones whose mem- 

 ory we cherish. 



Flowers deUyered cTcrywhera by the 

 FlorisU' Telegraph DcliTery System 



A Quarter Page in a Detroit Paper* 



THE DETROIT PROGRESSIVES. 



Speeding up Memorial Day. 



Detroit florists, spurred by the suc- 

 cess of their Mothers' clay advertising 

 campaign, stopped just long enough to 



MEMORIAL DAY 



«§« 



A Tribute to the loyedOnes. 

 Flowers /n the Home 



As Postett Banner and Sticker, this Was Used by all Detroit Florists. 



the service that is given by the F. T. 

 D. is clearly set forth. 



Mr. Nehrling has been at Crawfords- 

 ville less than three months. However, 

 he has adopted the modern commercial 

 methods of moving his stock and his 

 continued success is predicted. 



get their second wind and then started 

 after Memorial day business. Needless 

 to say, they adopted the same tactics 

 that won out for them on Mothers' day. 

 Newspaper advertising, banners and 

 stickers carried the Memorial day mes- 

 sage to the public. Banners about four 



MEMORIAL DAY 



In the presence of a ({rest national crisis like that which 

 confronted the patriots of '61, American citizens todav feel 

 more deeply than ever hefore their debt to those who gave 

 their lives for this countrv nearly three-score years ago. 



We shall be better able to give the superior attention and 

 service which we wish to offer for this occasion, if you will 

 inform us at your earliest convenience what you desire in 

 flowers and plants for Memorial Day. 



As members of the Florists' Telegraph Delivery Association we can deliver your 

 message in flowers in any city in the United States or Canada, within a few hours. 



McDonald & co. 



A. H. NEHRLING. MaDSger 

 STORE, 126 W. MAIN ST. 



PHONE, FJ 32 



A College Florist's First Piece of Advertising for His Private Business. 



