August In, l«21 



The Florists' Review 



35 



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PROSPECT FOR PUBLICITY 



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How fortunate, indeed, are the flo- 

 rists of the present day in com- 

 parison with other lines! Hardly 

 yii industry is operating at full ca- 

 ijucity. Iron and steel foundries are 

 completely shut down, while automobile 

 and kindred trades are running from 

 thirty-five to sixy per cent of normal. 



How little we have suffered I leave 

 to your own decision. And there is still 

 greater success in store for us as a 

 whole because of the fact that we have 

 sci-n the light of day and realize adver- 

 tixing as a factor to help build up big- 

 ger business. 



In days gone by we were all more or 

 loss content to stock up and then wait 

 for customers, but today we know that 

 we must continually remind the public 

 that we have flowers, and in our desir*. 

 to serve we have increased tlie quality 

 as well as the demand. 



Chicago's Example. 



The city of Chicago is a shining ex- 

 ample of what publicity can do to 

 stimulate the desire for more flowers. 

 What is possible there goes for the rest 

 ot the continent. The Chicago florists' 

 |iiit)licity campaign has worked won- 

 ders, as they will attest. 



Dr. John J. Tigert, United States 

 c-oiiimissioner of education, declared in 

 uii address in Des Moines recently that 

 advertising is the most important factor 

 in modern business. "Important as 

 are the factors of labor, raw material, 

 jiioduction, marketing and organiza- 

 tion, none of these is as significant to- 

 liay as advertising," he said. Can we 

 afford to relax now, when we should 

 animate more than ever so that the 

 trade will enjoy the fruit of its en- 

 deavor? 



We need more men and money to 

 carry out our national program, and the 

 time is not far distant when those who 

 are doing their duty will appreciate the 

 tjood their investment has accomplished. 



Funds Necessary. 



We are waiting for a fund to start 

 ear fall campaign. Your committee 

 rralizes the necessity of having the 

 iiieans in the treasurer's hands before 

 milking any expenditures, and as soon 

 as conditions warrant we shall again 

 start our advertising in magazine pub- 

 li'-ations. 



One of the biggest things in adver- 

 tising is good will and ours has been of 

 •' tharaeter to help build this spirit. 

 )Ve have raised our standard of flowers 

 I" the effort, and, harnessed together, 

 we have an asset that will move onward 

 ■I'ld upward. Never in the history of 

 'lowers have so many branches of our 

 I isiness benefited as since the advent 

 I'l advertising three or four years ago, 

 ■'"id surely the desire to further this 

 '•"urse will be most acceptable to all 

 of us. 



What, then, is necessary to obtain 

 'iiore funds to increase our campaign? 

 T^tc answer is left to you for further 

 "'nsideration. 



Abraham Lincoln once said that folks 

 •'''■^' ,iust about as happy as they have 

 "^^de up their minds to be, aiid this 



The report of Henry Peiin, cliairmiin of the 



national publicity committee, presented at the 



S. A. F. convention at WasUington August 17, 

 1921. 



Henry Penn. 



reminds me that tlie florists' national 

 campaign fund can be made as big as 

 we want it to be. If we make up our 

 minds to have a big campaign and we 

 know we want it, it is up to us to find 

 a means to finance it. And never was 

 that old adage, "As ye sow, so shall 

 ye reap," more fitting than right here. 

 If we raise a fund commensurate with 

 the committee's program, we shall reap 

 the benefit of the many years of labor 

 which have been put into our business 

 to bring it to its present level. 



Tomorrow's Need. 



Our jHiblicity committee has visions 

 of a well defined program, merely being 

 hampered by not having the funds on 

 hand. Would it not be a good thing for 

 florists running local campaigns to see 

 to it that twenty-five per cent of their 

 appropriations be transmitted to the 

 national fund just to show their inter- 

 est in their own campaign? 



The success of our slogan is interna- 

 tional and unless we keep it up nation- 

 ally other lines will make such inroads 

 upon it as to undermine our good work, 

 so well started. We must never succumb 

 to the fallacy that when our business is 

 at its height wc don't need to do any 

 advertising, because that is just the 

 time to keep it going so that its mo- 

 mentum will keep us going. In doing 

 this you avoid the danger that many 

 lines have suffered in the past in for- 

 getting that there is a tomorrow. So 

 let us profit by the experience of others 

 and make our national camjiaign as 

 nearly continuous as we can. To do 

 this, we must of necessity find ways and 

 means to acquire sufficient funds. As 

 you all know, this is the fourth year of 

 the voluntary subscription, and it 

 should be kept up in localities where 

 there are no allied associations, in or- 

 der to keep the campaign moving until 



we can place it on the plane where it 

 properly belongs. 



Salesmanship Essential. \ 



The following years are going to be 

 yeaf*tSvli^n problems of salesmanship 

 and advertising are going to be more 

 essential than ever. Giving to the tran- 

 sition stages through which we are pass- 

 ing, and we must bend all our energy 

 to keep flowers in the home and before 

 the public at all times in the printed 

 word as well as in the floral sense. To 

 do this, we must cultivate new buyers 

 by inspiring confidence and sentiment, 

 and with the assistance of our national 

 publicity campaign, backed up with 

 local advertising, we shall be able tO 

 cope with the problem from a broad 

 viewpoint and thereby help florists gen- 

 erally from all parts of the continent. 



We should endeavor to appreciate the 

 importance of the campaign nationally, 

 in order to help sales all over this coun- 

 try and Canada, and in order to do this 

 ])roperly and with prestige we need the 

 assistance of everyone connected with 

 the trade in its various branches. 



Now, in conclusion, let us all try to 

 do our part in this big, unselfish move- 

 ment where everybody helps his neigh- 

 bor. The "Say It with Flowers" cam- 

 paign has been accredited with being 

 one of the best campaigns ever put 

 across. Now it is up to us to keep it 

 alive, to prove that our industry is a 

 growing one from all standpoints and to 

 develop a wonderful campaign to place 

 flowers within the reach of every lover 

 of them. 



THE DEATH ROLL. 



Included in Secretary Young's report 

 at the Washington convention August 

 16 was the following list of members 

 of the S. A. F. who had died since the 

 convention of a year ago: 



Thomas C. Long, Chicago, Sept. 13, 1920 

 Jii'lson Kramer, Cedar Rapids, la., Sept. 18, 



M'fl'ael H. Norton, Milton, Mass., Oct. 16. 



August Hoffmeister. Amelia, 0., Nov 1 1920 

 William Plumb. Havana, Cuba, Nov. 8 192o' 

 Charles J. Rolglano, Baltimore, Nov. IS ig^o' 

 Mrs J. B. Freeman, Toledo, 0., Deo. 0, 192o! 

 ti. H. Mazey, Minneapolis, .Tan 7 ig"! 

 jgf'|""'"les W. Crouch, Knoxville. Tenn., Jan. 8, 



J'rank R. Steinbach, Richmond, Va., .Tan. 12. 



H. N. Kelly. Boston. Mass.. Jan. 27 lO"^! 

 Jhom.is Boothe De Forest, .New York, Feb. 6. 



Max M. Smith, Portland, Ore., Feb I" 19'>l 



Peter Reinberg, Chicago, Feb. 21 1921^' ~ ' 

 Fred Hall, Denver, Colo.. Mar 4 19''l' 



_ John I.,ewis Cliilds, Floral Park, N. Y.', Mar. 



Alfred Demeusy, Brooklyn, N. Y.. May 1 1921 



.Tames F. M. Farquhar, Boston, May"''.'?' Wl 



in-^l""'' ■^' ""'^♦'■"halpr, Cleveland; Jiine "sj 



7r ^Vu-^'t?"'!';!- "«'•■'»-'''• >"'• f . July 12, 1921. 

 ;.'■ ^- ""Pkbee, Rockford, 111., July 16 1901 

 '.eorgp Rykes, Chioago. July IS, 1921 

 T .. T- w''"!;- *"'i'i''Ier.,i, Pa.. July 18, 1921 

 .)i>hn K. JI. I,. Furciuh.ir, Boston. July 24, 1921. 



Fredonia, Kan.— While lie was attend- 

 ing to his duties as secretarv and 

 treasurer of the Kansas State Florists' 

 Association, held at Topeka, August 4 

 and 5, the greenhouses of Loyd C. 

 Bunch, of Fredonia, were being damaged 

 by hail. He stuck to the convention to 

 the last and went home to find all his 

 glass and stock destroyed. 



