Jsifs 9, 1921 



The Florists^ Review 



69 



le^e^rife= Uc i ivcr y^gepeHfteae 



The florists whose cards appear on the paK«s oarrylnc this head, are prepared to ttU orders 

 firom other florists for local delivery on the usual basis* 



FOREIGN SECTION 



ENGLAND 



You can 



"Si.y Jt with 



Flowers" to 



anyone in 



the British 



Isles through 



Bees' 



Flower 



Service 



Members 

 F. T. D. 



BOLD STREET. 



Steamers 



arriving at or 



leaving any 



port can be 



served at a 



few hours' 



notice 



Members 

 F. T. D. 



LIVERPOOL 



CABLE ME YOUR ORDERS FOR 



FRANCE 



MARY 



FLORIST 



27 Rue Lapeyrouse 

 PARIS, near the Etoile. FRANCE 



Liverpool, England 



DINGLEYS. Ltd.. Florists 



SHEFFIELD. ENGLAND. 

 WILUAM ARTINDALE & SON 



FLORISTS SEEDSMEN NURSERYMEN 



MANCHESTER, ENGLAND 



DINGLEYS. Ltd.. Florists 



duction of Florists' Stock with Eefer- 

 enee to Quarantine Order No. 37." 



National Publicity Campaign. 



The time when the publicity commit- 

 tee will make the contracts for the 

 next series of advertisements in the 

 rational magazines is fast approaching. 

 The funds at present available to cover 

 these contracts and settle outstanding 

 liabilities arc not large; in fact, do not 

 permit of what the committee feel 

 would be a proper effort to revive the 

 slogan, "Say It with Flowers," after 

 the dormant period now happily ending. 

 The first of this advertising should 

 reach 12,000,000 or more people, just 

 as some of our former advertising did. 

 As anyone conversant with magazine 

 advertising knows, this means an ex- 

 penditure of several thousand dollars. 

 All florists who have not yet subscribed 

 to the campaign fund are urged to send 

 in their subscriptions now, thus en- 

 abling the committee to carry out its 

 plans to the full. It is not necessary 

 to describe further our previous suc- 

 cess. Suffice it to say that the slogan 

 has been coveted by dozens of other in- 

 dustries and perverted by many to suit 

 their own conditions. Still, it is rec- 

 ognized by the public that these per- 

 versioBB do but reflect the slogan of the 

 florists, and we gain rather than lose 

 by the piracies. It is high time that 

 the slogan should again be spread over 



The Bigness 



Of Littleness 



Every morning there is a single fresh rose put on the 

 desk of the president of one of the big banks of New 

 York. Not a bunch of roses, mind you, renewed after 

 some of them begin showing their age. But a single 

 fresh rose every morning. 



Every morning all the officers have a fresh carnation 

 for their coat lapel. 



We furnished these flowers for months before any 

 particular comment came to the bank. Then, of a 

 sudden, people started remarking on the flowers — the 

 women cu^omers among the fir^, of course. 



Those flowers, in their token of friendliness, had an 

 effed on the officers that was apparently in^rumental 

 in breaking down a former unapproachableness. 

 A very little thing had accomplished a big thing. 



On firSt thought, it may seem like rather small business 



to bother with delivering one rose and a half dozen 



carnations. 



But, frankly, we don't find it so. 



It has paid us big, in indirect ways. 



If more of us would only realize that the bigge^ part 

 of our present diredt business originally came in an in- 

 dired way, we could double and triple our diredl 

 business. 



All of which particularly applies to F. T. D. business. 



New York's Favorite Flower Shop 



Fifth Avenue at S8th Street 



the country. Its influence is worth 

 many times more than it has cost or 

 will cost us, and it is up to the trade to 

 preserve this influence, a condition 

 which can only come through a further 

 expenditure of money to provide fuel 

 for the publicity fire. 



Those in the trade who have not yet 

 sent in checks to cover the amounts 



of their subscription guarantees are 

 also urged to make remittance without 

 further delay. The money is greatly 

 needed, as the committee do not see 

 their way to finance the contracts they 

 are arranging to place with undis- 

 charged guarantees. Subscriptions )■■•- 

 ceivcd for 1921 amount to $2".18s.ii;i, 



