88 



The Florists^ Review 



Apbil 27. 1922 



liiiHts that we arc now a<l\iT- 

 tiii- licst i|iialitv that it is jios- 



rather than inquirers, it would be very 

 much more ])ro(luctive. So wc dei-ided 

 to try assortments of bulbs as leaders, 

 for two reasons. Fir.st, they are popu- 

 lar with nearly all ^''^wers of llowers. 

 .Second, much of the bulb })lanting is 

 done in th(> fall, -when trade in our busi- 

 ness is slack and we need the business 

 to reduce overhead and to keep our or- 

 {janization intact. Both tulip and 

 gladiolus bulbs are easy to cultivate, and 

 the flowers are admired liy everyone. 



" •The first sjiccial offer we ad\'ertised 

 was a generous assortment of tulip 

 bulbs. That was in the fall of tlie year, 

 and the returns were encouraging. Tiie 

 next spring we advertised gladiolus 

 bulbs — fifty mixed for .fli, postage ])aid. 

 Thousands of orders came to us, and we 

 ha\c advertised the s])ecial mixtures 

 I'very fall and spiing since. 



" 'Because of the adx'crtising we have 

 gained something of a rei)ufation as bulb 

 specialists, and this dei»artnient has 

 grown splendidly. Now we have huge 

 standing orders with our Holland grow- 

 ers, and all the bulbs we handle arc- 

 grown especially for us. 



Tying Firm Name to Garden. 



'■ •The* 

 tising are 



sible to obtain — we cannot afford to otfei' 

 anytliing else at any ]irice. To get the 

 results we are after, the advertised 

 \alue must be exceiitional and genuine. 

 If a purchaser selected a similar assort- 

 ment from our regular stock, he would 

 ]>ay from .$.5 to $(> for it. And if he does 

 not fully a])iireciate the unusual value 

 of his jiurdiase when he gets the bulbs, 

 he is invariably convinced of his bar- 

 gain, we belie\c'. when the flowers bloom 

 in his garden. 



" 'In both our s])ring and fall ad- 

 vertising we try to tie u]>. in the minds 

 of icailers, the thought of gardens with 

 our firm name. That is one idea, but the 

 main intent of all our advertising is to 

 Ituihl U]i u mailing list of the nanu's 

 of jx'ojpIc wlin li;i\e made a ]iurcliase 

 from us. 



•' ' Kvcry pill ili:i-<er of our s|pecial buUi 

 ofTci' gets our c;ila liiyuc. The next sea- 

 s(Mi we make the same offer through the 

 mails to our list that we adxcrtise in 

 news|i;(jiiTS anil niaga/.ines. And we 

 send our catalogiie only on ref|uest and 

 to those who order bullis. In this way 

 our list 1^ almost ••nitouiat ically kept 

 .•ilive. 



•• "From time to time, of course, we 

 mail fiilders. ^■il^lllar^ aiKJ letters on 

 seasonal sipciialt ics, as a follow-uj) to 

 our catalogur. And we know from ex- 

 jierience that .ill our mailings, going onl\' 

 to those who liaxc purihase(| from us, 

 bring a much higher |iercentage of orders 

 and an average ordei- of greater amouni 

 than would b.' ]i(issililr if the mjiilings 

 went to a list made up of ]ieopU' who 

 h;id reipiested only catalogues. Beyond 

 .•ill doubt, our decision id' sexcr.'il years 

 ago ha< been iiiore than justified by re- 

 sults. 



"' 'S<i We do not advertise our c;it;i 

 logue. We atheitise, instead, special 

 offerings of bulbs. We mix them carr- 

 fidly to insure \;iiiety, and we mail 

 them in attractive jiackages with full 

 directions for ]>lantiiig and cultivating. 



" 'The jirice of the package — always 

 $2 for fifty bulbs — is sufficient to war 

 rant us in believing that every jiurcdiaser 

 has a garden of ~(ime size and enjovs the 

 ctdtivati(m of flowers. And this is fur- 

 ther indicated by the fact that we 

 eventually sell other bulbs, seei\s and 



■y— --— ' J in i . ' .tm, i ". m ' ^ " ' "i. i w 



■^ : 



^•^■tr—^iv -•■*;;«.»».. ^■-r'.,A..«',f^w.«wv. ■ 





t^a>i»^*s5jv.- 



Our Offices and Warehouses at Usse, Holland 



Pioneer Growers 



of Every 



Description 



and Exporters of DL/LiDi^ 



M. Veldhuyzen van Zanten & Sons 



LISSE, HOLLAND 



The Same Old Firm at the Same Old Stand 



MAIL ADDRESS frm Juaarr 1 to Mar 1. Cart R. F. Law. 82 BrMd Street, NEW YORK. N. T. 

 CABLE ADDRESS. VELDZANTEN, LISSE. HOLUND. 



Eatabliahed 1870— Still going strong 



19tt Illustrated Catalogue free on applieatUm 



BULBS 



BULBS 



For Holland grown Bulbs of every 

 description, ask prices from 



Bader & Co., Buib^c'^'en Sassenheiniy HoUand 



h&Tge gTovfers of Hyacinths, Tulips and Narcissi 



PLEASE COMMUNICATE WITH 



Bader & Co., care of R. F. Lang, 82 Broad Street, New York City 



All FloriatB who seek a source of dependable and reliable Fercag Bdba please communicate with 



CRESCENT BULB COMPANY 



Wholesale Bulb Growers 



Aflwricu Addreu: 84 Broad St.. New Toik HILLEGOM, HOLLAND 



QUALITY 18 OUR MOTTO 



Prices Now Ready for RELIABLE HOLLAND BULBS 



COMMUNICATE WITH 



TEGELAAR BROS^ Inc. 



1 133 BROADWAY, NEW YORK, N. Y. 



Extensive Nurseries at LISSE, HOLLAND. 



DreYon-Tegelaar & Co. 

 Wholesale French Bulb Growers 



1133 Broadway, New York 



(Corner 26tb Street) 



Nurseries at OUionles, Var, France 



BECKERT'S 



SEEDS, BULBS 

 SUPPLIES :: 



Quality and Service 

 Beckert's Seed Store, Pitttburgh, Pa. 



KENILWORTH 



GIANT PANSY SEED 



Kcmihrcrth Miztara, 1000 seeds, 

 86c; ^ oz. 90c; ^ oz. tl.(S6; 

 ^**^ 1 oz.. $6.00. 



Ail cabn, separate or mixed. 1000, 



seeds, 80c; any 4 pkts. U.OO 



a oz.. $1.80: 1 oz.. $5.00 



The General Bulb Co. 



Established 1883 



Vosrelenzansr, Holland 



BRANCH OFFICE: 

 25 Beaver St., New York City 



1922 Catalogue now ready; copy upon reauest 



