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32 



The Florists^ Review 



May 4, 1922 



tunity of looking us over and also gave 

 them i)lenty of time to place their or- 

 tlers. And Easter Sunday morning, be- 

 fore 9 a. in., we had everything made 

 up and delivered in time for Sunday 

 school. '.' 



"Mothers' day is just ahead. These 

 experiences at Easter should lie i)rofit- 

 able. Get the orders early! 



FOR DISTANT MOTHERS. 



Developing Telegraph Business. 



Mothers' day is approaching. This is 

 a day when the mind of the public will 

 be highly receptive to the arguments 

 in favor of the use of the telegraph 

 service. This is a day when the tele- 

 grajdi service for flowers should be 

 pushed to its utmost. The ties that bind 



play is more easily grasped than any 

 other method of explanation. 



How Max L. Cohen Cooperates. 



An Easter window di8j)lay, designed 

 and arranged by Max L. Cohen, of the 

 Jackson Floral Shop, Chicago, is de- 

 picted below. One glance at the Easter 

 cut reveals a comj)lete cycle of thought 

 created in the mind of the observer, or 

 the pros{)ective customer, which ter- 

 minates by directing the footsteps of the 

 j)erson into the store to place an order. 

 The small boy fishing, placed so promi- 

 nently in the foreground, recalls mem- 

 ories to the observer of his or her child- 

 liood; memories of childhood days never 

 fail to produce thoughts of mother and 

 all the worry and care she suffered to 

 bring one uj). The flower pots, vases of 

 flowers and baskets filled with choice 



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T. ! r I F r. q A f '* 







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Flowers Are the Thing in This Window, but Telegraph Delivery Is Prominent. 



young folks to their parents are not 

 broken when young people strike out in- 

 to the world for themselves; if any- 

 thing, these ties become stronger. A co- 

 o])erative effort to get telegraph orders, 

 directed in that section of the city 

 where the population is the most dense 

 and where the people have not become 

 accustomed to the use of the telegrajjh 

 service, will produce results beyond the 

 ex))ectations of the cooporators. 



Rendering a Service. 



In advertising the telegrai)h service 

 you really have something to sell. Peo- 

 ])le will use this means of remembering 

 their mothers because it is convenient 

 and economical. In order to ])roduce 

 these results, however, the public must 

 be told how to do it; the fact that flow- 

 ers can y)e telegraphed to all parts of the 

 world in a short time must be explained 

 to them. You will need to sell this serv- 

 ice to the public in much the same man- 

 ner as any other merchant sells his 

 wares. "You've got to tell them what 

 you've got and how to use it," said one 

 man. One of the quickest and most ef- 

 fective ways of "telling them what 

 you've got and how to use it" is to 

 make a display. The meaning of a dis- 



])lants and flowers surrounding the cen- 

 tral figure are suggestive and appropri- 

 ate gifts for mother and the thought 

 that Mothers' day is apijroaching occurs 

 to the spectator. He, or she, would like 

 to send mother some of these beautiful 

 flowers, but the inconvenience and un- 

 certainty connected with sending them 

 are so great that he thinks of sending 

 somethitig else instead. Then tlie eye 

 catches the sign which tells how flowers 

 can be sent by telegraph to any part of 

 the country; the j)asser goes into the 

 store to learn more about it, with the 

 result that he ])laces an order and leaves 

 the store with a satisfaction that mother 

 will be remembered. 



The district commercial superintend- 

 ent of the Western Union Telegraph Co. 

 saw the window display and stepped into 

 the store to compliment Mr. Cohen on 

 his striking and beautiful window. Mr. 

 Cohen then asked him if he would object 

 to having the window display duplicated 

 in the windows of the south side offices 

 of the Western Union Telegraph Co. 

 The superintendent was delighted with 

 the idea and told Mr. Cohen to go ahead 

 with the work. Throe of the windows 

 of the comjiany were trimmed in this 

 manner, and the expense amounted to 



over $100, but Mr. Cohen said that he 

 had received more than ten times thi; 

 amount of this expenditure in .telegraph 

 orders. The manager of each store kejit 

 the windows lighted all night. One oi 

 der was received by Mr. Cohen for flow- 

 ers to be sent to Liverpool, England, 

 and one went to Edinburgh, Scotland. 

 This indicates what can be accomplished 

 by cooperation. In order to sell a thin^. 

 you must be able either to render a serv 

 ice to your customer or you must be abl.- 

 to show him where he can profit by do 

 ing the thing which will be to your own 

 interest. By cooperating with th.' 

 telegraph company you can maki 

 a more extensive campaign and reach u 

 larger proportion of the people. It i'^ 

 simply a matter of educating the publii 

 to the use of telegraph wires for a pur 

 pose which most people have heretofort 

 not known about. 



NATIONAL FLOWER SHOW. 



Randall Received Certificate. 



Charles Russell, who acted as secre 

 tary to the judges, is full of apologies 

 for an accidental omission in the list ot 

 awards in the trade section of a certifi 

 cate of merit awarded to the A. L. Ran 

 dall Co., Chicago, for a magnificent dis 

 play demonstrating an up-to-date fur- 

 nishing of a retail flower shop and ac- 

 cessories in connection with the same. 

 The omission is occasion for regret, as 

 the exhibit was most notable in the 

 trade section. 



Vouchers are being drawn for the 

 ])reniiums awarded at the show .and, 

 with the vouchers for the subscribers to 

 the guarantee fund, are being started 

 through the regular channel for veri- 

 fication, first to the chairman of the 

 committee, thence to the president, and 

 later to the treasurer, which course may 

 account for a little delay in the ulti- 

 mate receipt of checks. 



John Young, Sec'y. 



AMERICAN LEGION EMBLEMS. 



In the wake of the opportunity offered 

 by the American Ijegion's cooperating 

 with the S. A. F. to promote Mothers' 

 day, as explained in last week's issue 

 of The Review, comes what might be 

 called a complementary chance. Un- 

 doubtedly, a good many florists through- 

 out the country will be asked to make 

 uji the Legion insignia, composed of a 

 star enclosed in a circle, with a sort of 

 fringed border. In the December 1, 

 1921, issue of The Review there is an 

 explanation of how an American Legion 

 emblem was made for a certain occa- 

 sion. An illustration of the emblem 

 also appears in that issue. Reference to 

 the description there given will show- 

 how the American Legion emblem is 

 done. 



There is also the American Legion 

 Auxiliary, composed of women, which 

 has its own emblem. This is the same 

 as the American Legion emblem, with 

 the excejjfion that where the latter- 

 mentioned has in the center a star sur- 

 rounded by a wreath and bearing the 

 initials, "V. S.," the former has only 

 the plain star. In the case referred t'o 

 an 18-inch wreath was used and the star 

 inside it was made of yellow immor- 

 telles, the other flowers used being red, 

 white and blue. 



Syracuse, N. Y.—A new store has 

 been opened by Russell Bros., Inc., 320 

 James street. 



