22 



The Florists^ Review 



Masch 9. 1022 



2ii!!}:i:iiif:::!i!n!ini!i:^s!i!:inmHBii. 



Tell Her 

 with Flowers 



St. Valentine's Day is the one 

 time of the year when flowers car- 

 ry their iftost expressive message. 

 Make this year's Valentine a Val- 

 entine of flowers. We have many 

 special ideas in floral Valentines 

 that will pjease her immensely. If 

 she is far away w© can arrange to 

 deliver ihe flowers to her by wire. 



Our flowers are fresh cut daily 

 from our own greenhouses. 



IDLE HOUR 

 NURSERIES 



Quality Plus Service. 

 JHMiiMiiMiMHMiMW 



Same Size as Original. 



meat. As the holiday came nearer the 

 size of the advertisements was increased 

 to five indies in two columns. In these 

 no sketclies appeared, but the display 

 type, which was of large size, and cap- 

 tions designed to attract the eye, took 

 their place. One of these read: 



RIGHT NOW— 



You will find us pri'ixircd to oxpciite appro- 

 priate Valentines of i'lowers. Each iin exquisite 

 gl^t— for the Sweetheart, the Wife, the Mother 

 or the Friend. 



And if you want your VHlentiue'.s nitertHlnlnj; 

 to harmonize perfectly with the day, let us 

 arrange the decorations. 



It will be to your advantage to plate your 

 order early. 



IJuy your flowers of u flower shop. 



At the bottom of each advertisement 

 appeared the trade slogan, "Say It 

 with Flowers," and also the individual 

 slogan of the Idle Hour Nurseries, 

 "Quality Plus Service." 



Another of the advertisements of this 

 size appealed particularly to the young 

 man. It read: 



"WE LIKE 



To be called on to assist young nion in the 

 Belcction of ".just the right kind" of a pretty 

 bouquet to send out to HEK as a Valentine Gift. 



You fellows who know by experience appre- 

 ciate that "human element" which is found at 

 this shop. 



We can't help but be interested in the welfare 

 of our good customers. 



Below was a price list of the leading 

 flowers offered for the day. 



Telegraph delivery was not forgot- 

 ten. Indeed, a particularly good adver- 

 tisement was used to tell of this service. 

 It read as follows: 



NOT so BAD 



You had meant to call us a week ago and 

 ask us to make arrangements to have a box 

 of pretty flowers delivered to her home on St. 

 Valentine's Day. 



— and she lives a thousand miles away. 

 DON'T WORItY! 



Florists' Telegraph Delivery — of which we are 

 a member — enables you to send flowers just as 

 quickly as a telegram. 



Phone Us Now — Number 224. 



The large advertisement which was 

 the climax of the St. Valentine's day 

 publicity was nine inches deep on three 

 columns. An illustration depicted a girl 

 receiving her valentine flowers. Below 

 the advertisement read: 



FLOWERS FOR ST. VALENTINE'S DAY 



Flowers make a fitting expression of your senti- 

 ments on St. Valentine's Day. Always indicative 

 of kindest regard and thoughtfulness, they 

 convey an additional touch of esteem and love 

 on this day. 



Say it with Flowers this Valentine's Day. A 

 l)ouquet in a handsomely decorated Valentine box 

 uuikes a highly desired gift. 



We have a splendid variety of flowers and 

 plants from which to choose. 



A price list of the leading cut flowers 

 for the day, at moderate figures, ap- 

 peared prominently in this advertise- 

 ment. 



Result of Study. 



Mr. Horgan's ability to plan and carry 

 through so effective an advertising cam- 

 paign is the result of his carefMl study 

 of, and close attention to, florists' adver- 

 tising. First, he receives clippings of 

 advertisements of florists all over the 

 United States. He has obtained further 

 assistance by subscribing to four dif- 

 ferent advertising services. In addi- 

 tion he uses the folders prepared espe- 

 cially for florists by several firms. 



He has made a study of the situation 

 in his own city. He says: "We have in 

 our city both a morning and an evening 

 paper. At one time we thought it was 

 best to advertise in only one paper, but 

 we have found by experience that it 

 pays to use them both. I personally han- 

 dle the advertising department of our 

 business. I am thoroughly convinced 

 that this is one end of the flower busi- 

 ness that the manager or proprietor 

 should look after himself." 



Special Sales. 



Special sales as a means of attracting 

 customers to the store are occasionally 

 held at the Idle Hour Nurseries. Mr. 

 Horgan says: "We find this a paying 

 proposition. For instance, one week we 

 sold rose bushes for 10 cents each. An- 

 other week we sold 3-inch pots of As- 

 paragus plumosus for 15 cents each. An- 

 other week we put on a sale of pansy 

 plants for 2;'3 cents a dozen. Then we 

 had a sale of 6-ineh Boston and Whit- 

 manii ferns, when we offered $2 stock 

 at 50 cents a plant. Two weeks before 

 Christmas we jiut on a special sale of 

 red riiseus for 25 cents a bunch. This 

 enabled us to dispose of all this stock 

 a week ahead of time and so we did not 

 have to fool with it during the Christ- 

 mas rush. Three days after Christmas 

 we found ourselves with about 20,000 

 Paper White narcissi coming into bloom. 

 So we put on a special sale of them for 

 35 cents a dozen and they went like hot 

 cakes. 



"Frequently we lose money on the 

 stock we sell at special sales. But since 

 we put these on as an advertising fea- 

 ture, this does not concern us. We know 

 these sales are the means of bringing 

 people into our shop to buy flowers again 



who stopped purchasing of us when flow 

 ers became so high-priced during thu 

 war." 



Has Made Success. 



Mr. Horgan's views on advertiain;.; 

 are particularly interesting in view ol 

 his notable success at Macon, Ga. Hi> 

 started in the florists' business there ii; 

 May, 1905, with, as he says, "a plug 

 horse and a mule nerve." He now ha; 

 twenty-five greenhouses, comprising' 

 100,000 square feet of glass, and forty- 

 five acres of land, on which the green- 

 houses are located and on which are also 

 eight cottages for his growers to live 

 in comfortably and the same number of 

 houses for his colored help. Mr. Hor- 

 gan's energy has permitted him to take 

 active interest, at the same time, in 

 civic affairs. He was a director of the 

 Macon Eotary Club for two years, was 

 vice-president of the country club for 

 several years and is at present a direc- 

 tor of the Macon Chamber of Commerce 

 and a member of the county road board. 

 Mr. Horgan is now and has been for sev- 

 eral years state vice-president of the 

 Society of American Florists and state 

 representative for the Florists' Tele- 

 graph Delivery Association. Perhaps 

 his St. Valentine's advertising was so 

 successful because his heart was in it, 

 for he, to use his words, "attributes 

 his success in life to having the best 

 wife God Almighty ever gave man." 



Cumberland, Md. — John Paul has ac- 

 quired possession of the Strand Flower 

 Shop, on Liberty street. This store will 

 be operated along with the store on Cen- / 

 ter street. Mr. Paul will be managej'-of^ 

 both. 



Flowers For 

 St. Valentine's Day 



SURELY there arc fewer things 

 that are more expressive of 

 St. Valentine's day than Flower.":. 

 They make the most acceptable 

 and appropriate of gifts. They 

 must be artistically arranged T\-ith 

 the latest and finest quality rib- 

 bons and the newest style baskets. 

 The acknowledged superiority of 

 our Flowers and service give that 

 much desired dignity and worth to 

 the gift. , Only the best is to be 

 had here, fresh cut daily from our 

 o^vn greenhouses. 



Idle Hour 

 Nurseries 



Quality Plus Service 



Much in Little Space. 



