

April 20, 1«22 



The Florists^ Review 



27 



Such a Bon Voyage Creation, One of Max Schling's, Should Not Fail of Its Destination for Want of Care. 



Till' price list of pot plants was run four 

 or five clays before and the price list of 

 cut flowers immediately before tlie holi- 

 day. 



Newspaper Campaign. 



The newspaper adTcrtising is dcsigneil 

 in a most careful way. A definite series 

 of advertisements are prepared in an- 

 ticipation of the holiday and then in- 

 serted in a certain order. For instance, 

 at Christmas a small space, five or six 

 inches, is used to advertise Christmas 

 trees, about December 12 to 1.5. This is 

 followed by an advertisement a couple 

 of inches larger, which quotes prices on 

 ofiferinj;s of wreaths of various kinds. 

 This is succeeded by a still larger adver- 

 tisement, featuring plants, prices being 

 quoted on the various ofiferings for the 

 holiday. In turn succeeds the advertise- 

 ment of cut flowers, which appears im- 

 mediately preceding Christmas. The 

 newspa[)er ad^Tertising for the holidays 

 is particularly devoted to quotations of 

 prices of the special items under adver- 

 tisements for that occasion. Little is 

 contained in them in the way of general 

 talk aside from the headings, which are 

 inclined to be brief. "Specials for 

 Decoration Day," heads a price list of 

 wheat sheaves, magnolia wreaths, galax 

 wreaths, cape jasmines and plants. 

 "Your Table, Your Friend's Table Will 

 Not Be Complete Without Our Beautiful 

 Flowers," heads a price list for Thanks- 

 giving day. 



Holiday Folders. 



At holiday time, also, folders jne 



sent out to those on the firm's books. 

 Some of these are the forms prejiared by 

 tlie advertising services catering to this 

 trade, done in colors; others are prepared 

 under the direction of (Jeorge H. Ban- 

 croft, who, though the duties of general 

 manager rest upon his shoulders, gives 

 his personal attention to all the firm's 

 .idvertising. This Easter a particularly 

 neat and attractive folder has been is- 

 sued. It is printed on light-weight 

 enameled paper and consists of four 

 jiages measuring 7x10% inches. The 

 first page is decorated with sketches of 

 Haster plants and flowers in mauve, and 

 a border of this same color decorates the 

 other three pages. The first page eni- 

 jdiasizes the appropriateness of flowers 

 at Easter and asks that orders be placed 

 early. A cut of Easter lilies on the 

 second page heads quotations on plants 

 and flowers of this variety. An attrac- 

 tive illustration of Columbia heads a 

 price list of roses and miscellaneous cut 

 (lowers, while the back page gives a list 

 of plants in pots under a cut of a ram- 

 bler rose. Bancroft & Son keep up their 

 newspaper advertising continuously, par- 

 ticularly in winter, when the advertise 

 Mients appear every day. When particu- 

 lar ofiferings of flowers are not made, the 

 space is devoted to the firm's facilities, 

 to the various uses of flowers, or to tele 

 tiraph delivery service. What the firm's 

 advertising expense will total this year 

 it is too early to say, bnt in a recent year 

 .'fi2,000 was spent, of which approxi- 

 mately $^00 went into newspaper space. 

 The rate in the local paper at the time 



Much business 

 is obtained from the students and fac- 

 ulty of the loww State Teachers' College 

 and the firm finds it j)rofitable to adver- 

 tise in the college weekly, chiefly by 

 means of cartoons. The telegraph orders 

 from the teachers are in fair number. 

 At Mothers ' day considerable business 

 is obtained from the students, not many 

 of whom go home" at that time. An 

 offer to send flowers by special delivery 

 for the day at .$2, plus 20 cents for post- 

 age, brought over .')00 orders from the 

 students. 



Some Biisiness-Getters. 



A set of catchy envelope stufifers were 

 ]iurchased by Bancroft & Son, and they 

 have gained considerable notice for the 

 firm. Each contains a small figure 

 sketched in cartoon manner, illustrating 

 the i)hrase which appears in heavy type. 

 Some of the phrases are, "Our Flowers 

 Will Keeji Your llonevmoon Shining 

 Brightly," "It's Old Fashioned to 

 Write Congratulations — Send Flowers," 

 "Your Girl Has a Heart — It's Y''ours if 

 You Bring Flowers, " " Brave Heart and 

 Flowers Will Win Fair Lady," "A Few 

 Flowers Mean a Lot to a Sick Friend. ' ' 



For the benefit of both their customers 

 and their agents, Bancroft & Son an- 

 nually publish a price list of flowers and 

 plants and designs in a 40-page booklet. 

 This is well printed and illustrated. It 

 explains the facilities of the firm for 

 handling cut flower orders from its 55,000 

 feet of glass and tabulates prices for 

 different sea>ions in the year. Lodge 



