28 



The Florists' Review 



Fbbedauv 2, 1922 



used. These are put on letterheads, 

 statements and envelopes during the 

 month preceding St. Valentine's day. 

 Some organizations, among them JJie 

 Indiana State Florists' Association, 

 have made up orders for such stickers 

 among their members, so that excep- 

 tionally low prices may be obtained. 

 Instead of paying 90 cents per thousand 

 in lots of 10,000, the members obtain 

 the stickers at 65 cents a thousand in 

 lots of 100,000. This is one service a 



Stressing Sentiment. 



florists' club may do its members with- 

 out expense further than^the secretary 's 

 time. 



Put Effort on Circulars. 



Circulars must be prepared well be- 

 forehand, and, to appeal to those who 

 will spend money for St. Valentine's 

 day, they must be particularly attrac- 

 tive. Perhaps a little more money is 

 spent on these circulars than on those 

 for other days, because the basic appeal 

 of the day is less widespread and the in- 

 tensive appeal of the florist must be 

 stronger. The circulars provided by 

 trade organizations are particularly 

 good for this day, and apjteal to florists 

 in the small town, who have not print- 

 ing facilities for producing elaborate 

 j)i('ces of sales copy. 



Windows may be made of especial 

 service in the caiupnigii for St. Valen- 

 tine's day orders. There are many ways 

 in which the display space may be made 

 attractive with red hearts, gilt arrows, 

 cupids, etc., and at this time the sales 

 clerks usually have jilenty of time to 

 make a good job of the window decora- 

 tion. Some florists find the lieart- 

 shajx'd boxes in which vnlentine cor- 

 sages are sent out form an excellent wiii- 

 <low (lisjilay. If two or three speci- 

 mens of the type of corsages they con- 

 tain are also placed in the window, the 

 jiassers ])ny particular attention. Su])- 

 ply houses nowadays jirovide many 

 things which are useful for this holiday, 

 both in decor.'iting the window and orna- 

 menting the boxes which lire to carry 

 the St. Valentine's day orders. 



Newspaper Valuable Medium. 



The medium for securing orders for 

 this holiday that is most largely used 

 and most higlily prized is the locjil 

 newspaper, on the day j)receding and 

 on the morning of St. Valentine's dny. 

 An annouiK-enient in a conspicuous 



space in either or both of these issues 

 serves as a reminder to those flower 

 buyers who never think of anything 

 until the last minute and it gives the 

 final stimulus to those who have thought 

 but not acted. Copy for this advertis- 

 ing should be prepared well in advance 

 and effort put upon it, so that it will 

 be as attractive as possible. Originality 

 is desirable, but not always to be hoped 

 for, since the saying is old that there 

 is nothing new under the sun. But the 

 ideas which have been used before, and 

 those adajjted from others, may be im- 

 ])roved u})on, and it is in this improve- 

 ment that advertising becomes most ef- 

 fective. It will Jjay, for this occasion, to 

 get the services of a commercial artist 

 to provide a sketch, if not an entire lay- 

 out, for your advertisement. Some oi 

 the most effective jiieces of newspaper 

 advertising have been reproduced in 

 these columns in other years and with 

 this article are shown several which 

 ])roved notably good in 1921. 



Make Them Valentines. 



In making preparations for bringing 

 in the business, the florist should not fail 

 to devote plenty of attention to taking 

 care of the business after it does come 

 in. He should have plenty of those trin- 

 kets of various kinds offered by the sup- 

 ply houses which make the flowers sent 

 on that day really valentine messages — 

 the hearts, the cards, the cupids, the 

 baskets, the boxes, the ribbons, the ar- 

 rows, etc. He should prepare to offer, 

 at $3, $4 and $5, bunches of violets or 

 corsages of other flowers, with the flour- 

 ishes that make these particularly ap- 

 propriate, and he should have, as well, 

 l)lants in baskets, similarly ornamented, 

 which can be sold for somewhere near 

 the same price. If the florist makes ade- 

 <|uate preparations to make orders on 

 this day truly valentine orders, he will 

 make regular observers of the day out 

 of casual customers, and so pave the 

 way for better holiday sales another 

 year. In no business is it so important, 

 after having expended the effort neces- 

 sary to get a possible bHycr~lnto the 

 store, to care for him with such satis- 

 faction to the customer that he or she 

 returns, not only once, but a second and 

 third time. For this lioliday, therefore, 

 florists sliould not only prepare to de- 

 vote much effort to get business, but 

 they should give ample attention as 

 well to caring for the business ade- 

 quately. 



TRI-STATE MEETING. 



At Grand Forks, N. D. 



The atinual meeting of the Tri-State 

 Florists' Association, which includes 

 members of the trade in North Diikota, 

 iioitlicni South Dakota and northwest- 

 ern Minnesota. w;is held .lanuary 20 at 

 the Frederick hotel, Crand Forks, X. D. 

 The full ni(>inbershi]t of the association 

 was ])n'sent, with two excejitions, and 

 this was generally d(>clared the best 

 meeting yet held. 



At the annual l)aii(|uet in the P>luc 

 room of the hotel there were thirty 

 seated. Interesting talks wt>re given b\- 

 (!uy French, of th(> AiTiorican liiilli 

 Co., Chicago; Fdward (ioldenstein, of 

 N'aughan's Seed Store, Chicatto, and H. 

 F. Siebrecht, of Aberdeen, S. D. \ num- 

 ber were elected to membership and the 

 following officers were elected for the 

 coming year: President, B. F. Siebrecht, 

 Aberdeen, S. D.; vice-president, P. J. 



Meyers, Bismarck, N. D.; secretary- 

 treasurer, E. F. Cestie, Fargo, N. D. For 

 directors, E. W. Schuster, Crookston, 

 Minn., and N. P. Lindberg, of Rugby, 

 N. D., were elected. 



North Dakota's First Show. 



The finest feature of the meeting was 

 the flower show, held in connection with 

 the meeting. Three gold-bronze medals 

 offered by Max Schling were given for 

 the best exhibits of blooming plants, cut 

 flowers and retail work, respectively. B-^ 

 F. Siebrecht, Aberdeen, S. D., won firsts 

 medal for the finest display of bloomingiy 

 plants, with an exceptionally fine displayA 

 of more than 100 cyclamens. ^ The 

 Smedley Floral Co., Fargo, N. D., re- 

 ceived first medal for cut flowers and 

 also the medal for retail work. The fol- 

 lowing occupied exhibition space: B. 

 F. Siebrecht, Aberdeen, S. D.; Shotwell 

 Floral Co., Fargo, N. D.; Smedley Floral 

 Co., Fargo, N. D.; J. W. Briggs, Moor- 

 head, Minn.; E. W. Schuster, Crookston, 

 Minn.; McElroy's Flower Shop, Grand 

 Forks, N. D.; Chicago Flower Growers' 

 Association, Chicago; E. C. Amling Co., 

 Chicago; Poehlmann Bros. Co., Chicago; 

 C. C. Pollworth Co., Milwaukee, Wis.; 

 American Bulb Co., Chicago; Vaughan 's 

 Seed Store, Chicago; O. R. Eckhardt Co., 

 St. Paul, Minn., and the Lindsay Floral 

 ('o., Minneapolis, Minn. Paul C. Kling- 

 sporn, Chicago, attended. The Poehl- 

 mann Bros. Co. was repi><^ented by W. 

 Snydi>r and wife. Mr. Snyder had a 



T^HE beautifuf sentiments of St. Valentine's 



Day can best be expressed by the languai^e 



of flowers. Nature has provided its most delicate 



and beautiful blossoms for this happy occasion. 



A Corsage Bouquet 



A beiuliful Cattleya Orchid, nested into bunch 

 of 100 Double Violets, caufht up with dainty 

 ribbon, in appropriate Valentine 0'2 CA 

 Box, complete for i)0«OU 



A more elaborate boaqaet for $5.00 



Orchids 



Ocnuinr full iiit Catlleya Orchids; the mo»t 

 cxquitile flower America knows ; 

 home frown, each. 



$1.50 



Violets 



Choicest of the famous Hudson 

 River DouMe Violets. Bunch of 100. 



PALMER HOUSE 



Cenlial S732.S733 



DRAKE HOTEL BLACKSTONE HOTEL 



Superior 2200 HaTrls< 



^^ 



Featuring Flowers. 



fine sani]ile line. The Allan Humason 

 Co., Chicago, was re]iresented with a fine 

 dis])l;iy. The (). K. Eckhardt Co., of St. 

 Paul, was rejiresented by William Topel 

 with a fine line of baskets and supplies. 

 More than 1 ,500 persons viewed the 

 exhibition, which was the first flower 

 show to be held in South Dakota. Local 

 arrangements were in charge of T P 

 McKlroy, assisted bF*^. Lovell,' of 

 I.ovell & Son. 



The next meeting of the association 



