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FLOWERS FITLY 



HONOR FALLEN 



Tradition, supported by human sentiment, has established a holiday, 

 which, of all the holidays in the year, is most favorable for the expansion of 

 the florists' business, through the creatimi of new customers by instilling 

 in the public the desire to honor the nation's brave. 



ASTER business was be- 

 yond expectations, Moth- 

 ers' day was an un- 

 bounded success, and Me- 

 morial day, the last of the 

 trio of lucrative spring 

 holidays, offers opportu- 

 nity for profits as gener- 

 ous as its two predecessors 

 afforded. At Memorial 

 day it is the florist's mission to bring 

 to the minds of prospective customers 

 the fact that reverence is due the heroes 

 of the six wars in which our country has 

 been engaged during its life, and due our 

 forefathers who endured suffering and 

 hardship in order that we might enjoy 

 to a fuller extent and make more use- 

 ful the life that has been given us. It 

 is the florist's opportunity to make 

 clear that monuments and books are 

 evidences and records with which to 

 acquaint posterity with the deeds of 

 heroism and valor of men of yesteryear, 

 but that flowers are represent- 

 ative of our feelings and emo- 

 tions today. 



Competition with candy and 

 other commodities, strong at 

 other holidays, is naturally 

 eliminated at Memorial day, 

 as the appeal is entirely to sen- 

 timent. This is the day when 

 citizens of the United' States 

 in all walks of life pause in 

 the turmoil of business to do 

 reverence to the nation's dead. 

 There is but a single thought 

 in the mind of the nation on 

 this day, and that is to find 

 some fitting and appropriate 

 way of honoring the departed. 



Appeal to Sentiment. 



What more fitting time is 

 there for the florist to come 

 forward with his wares and to 

 expand his business by in- 

 creasing his hold on his old 

 customers and by adding new 

 ones? To expand one's busi- 

 . ness, it is necessary to create 

 a larger market for one's 

 Soods; in order to create a 

 larger market, one must make 

 additional customers. And 

 why not take full advantage 

 of a time when possible buyers 

 are thinking along our lino to 

 bring them into the fold and 

 make permanent customers of 

 tlioni? At Memorial day is an 

 appropriate time to make our 

 appeal, because at that time 

 the people whom we wish to 

 make permanent customers are 



Cover them over with beautiful flowers; 

 Deck them with garlands, these brothers of ours; 

 Lying so silent, by night and by day. 

 Sleeping the years of their manhood away; 

 Years they bad marked for the Joys of the brave; 

 Years they must waste in the sloth of the grave. 

 All the bright laurels that proiaised to bloom 

 Fell to the earth when they went to the tomb. 

 So in our minds we will name them once more. 

 So In our hearts we will cover them o'er; 

 Roses and lilies and violets blue 

 Bloom in our hearts for the brave and the true. 

 Cover them over — yes, cover them over — 

 Parent, aud husband, and brother and lover; 

 Crown in your hearts these dead heroes of ours, 

 And cover them over with t>eautiful flowers. 



—Will Carleton. 



in an impressionable state of mind. 

 A profitable method of attracting the 

 eye of the new customer is to make a 

 special offer in the thing most fitting 

 for the special occasion and advertise 

 it as such. Memorial day wreaths make 

 an excellent special offer at this time. 

 The materials are not expensive, the 

 time consumed in decorating the 

 wreaths is not great, and they can be 

 put up ahead of the regular Memorial 



T 



/UNOAY MAr3OTH.(L[GALH0LIDAYrW3IsT) 



HIS day has been set aside in memory of our loved 6nes 

 who have passed away. The placing of flowers on their 



graves i, a sacred duty. Each resting place is worthv of 



brightest ilowers that hloom. 



cmorial Day comes at a time «-hcn flower, are plentifi.l-and 

 reasonable in price. 



Flo»er5 can he delivered .n any city or town in U. S. 

 or Canada in a few dours' time, throuph a telcfrrapHic 

 ay.tcm opeiaimg hetwcen florists— Ask any flori.t 



the 

 Mc 



Chicago Advertisement Containing All Main Points of Appeal. 



day rush, so that the offer can be made 

 reasonable enough to appeal to a wide 

 circle of trade. One excellent point 

 about such wreaths is that they will 

 remain in good condition for a longer 

 period of time than will flowers and can 

 be easily placed upon graves. 



The price of the special offering 

 should be made high enough to be com- 

 patible with good workmanship, as qual- 

 ity will be remembered long after the 

 price is forgotten, and unless your ap- 

 peal carries a special feature the object 

 aimed at will not be accomplished. To 

 push a leader which is not up in quality 

 will be more harmful to your future 

 business than the added price may be. 

 First impressions are lasting, and if 

 they are not favorable, there is seldom 

 a chance to correct them. 



This year the florist has the entire 



field for Memorial day, since there will 



be few garden flowers at that time, and 



he can almost make his special offer to 



suit his business. 



Memorial day should not be 

 referred to in advertising copy 

 as "the old soldiers' day." 

 It is no longer that; it is far 

 more than that now. What 

 constitutes iin appropriate mes- 

 senger of sentiment should be 

 given ,1 prominent place in 

 your advertising. The noted 

 philosopher and essayist, Ralph 

 Waldo Emerson, said that 

 flowers are appropriate gifts 

 for all occ.Tsions. They are 

 in'on more than that; they are 

 the onihodimcnt and ropresent- 

 ativos of life, with all of its 

 enthusiastic pulsations, love 

 and tenderness; they convey 

 flio thought intended when all 

 others fail. 



Planning Campaign. 



An advertising campaign for 

 Memorial day must, of neces- 

 sity, be carried out more or 

 less in accordance with the 

 needs of the individual busi- 

 ness, as advertising which 

 would be a])])ropriate for one 

 Imsiness may be entirely un- 

 suited to any other. If you 

 are contemplating a special 

 offer for the occasion, it would 

 be well to look into the field of 

 supply before making your de- 

 cision, and select the field 

 where the supply is most 

 fibuuilant. In this way you 

 will insure yourself against a 

 "iliortage. 



If voti are in a small town 



