28 



The Florists^ Review 



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BKAUTIFrL SBI.EITION OF CirT FLOWERiJL 

 SPRAYS AND WHIfATHS 



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L TURNER SONS, Florists 



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Used in Kenosha, Wis., Last Year. 



where the daily paper of tlie town 

 reaches all of the citizens, thi^s daily 

 paper is your best means of advertis- 

 injj, but if, on the other hand, your loca- 

 tion is in a residence district of a large 

 city, a good folder or circular letter, an- 

 nouncing the special offer you are mak- 

 ing, will bring best results, because the 

 advertising rates in metropolitan papers 

 are too high for a small florist. This is 

 true because the area from which he has 

 to draw is so limited that only a small 

 proportion of the readers of the pa]>er 

 are his possible customers. 



Having selected an offer and arranged 

 for tlie materials, make all arrange- 

 ments for making up the offer and for 

 deliveries. A delivery schedule worked 

 out beforehand will be of great help 

 when the rush of orders comes; the same 

 should be done in your make-up work. 

 In this way you will minimize confusion 

 to a great extent and you will make it 

 possible for your employees to render 

 better and more prompt service. In 

 this way you will impress your cus- 

 tomers. People respond readily to good 

 service and ajipreciate promjit action. 



What Others Have Done. 



A few of tlie advertisements which 

 have been successful in pulling business 

 at Memorial day are reproduced here. 

 The .\llied Florists' Association ran an 

 excellent advertisement in the Chicago 

 Tribune in 1021. The advertisement 

 depicted a grave and a young couple 

 plnciiig wreaths and plants on the grave, 

 and included the well known verse by 

 Will Carleton that appears on the ])re- 

 ceding page. A second advertisement, 

 shown (111 psige 27. was run by the same 

 association in the Chicago Tribune in 

 1920; it shows a line of young, stalwart 

 soldiers at "Tr(>sent Arms'' before a 

 grave of a departed war veteran. An 

 old Civil w.ir veteran is standing near 

 the grave, while !i young girl is placing 



a wreath on the grave. The few words 

 on the bottom of the advertisement call 

 attention to the significance of Me- 

 morial day, the abundance of flowers 

 at the time, the moderate prices and the 

 fact that flowers can be delivered to 

 any part of the country by telegraph. 

 The advertisement from a Milwaukee 

 paper, reproduced on this page, was an- 

 other cooperative piece of publicity 

 which symbolized the sentiment of the 

 day to get attention. 



The advertisement on i)ag6 29, run in 

 the Chicago Tribune by A. Lange, whose 

 store is in the heart of the Loop, is a 

 good illustration of how a city florist 

 may advertise successfully in news- 

 jiapers. This advertisement, as will be 

 seen from the cut, calls attention to 

 wreaths and clusters of favorite flowers 

 to deck the graves of fallen ones. A 

 special offer is made of wreaths of mag- 

 nolia leaves and galax, adorned with a 

 cluster of roses, also of wreaths of cape 

 flowers in many varieties, from $3 to 

 $25. Peonies and carnations are adver- 

 tised, with the prices per dozen. Boxes 

 of mixed flowers as low as $2 each are 

 offered. 



The advertising of prices of flowers 

 and plants for Memorial day in the 

 newspapers of a smaller community is 

 illustrated by last year's insertion by 

 the L. Turner Sons, Kenosha, Wis. This 

 firm also made up a folder which was 

 mailed to many of its customers with 

 good results. 



MAKERS OF MEMORIAL DAY. 



Origin of Observance. 



Since shortly after the Civil war, 

 when our country was torn asunder over 

 the question of slavery. May 30, north 

 of the Mason and Dixon line, has been 

 a siiecial flower day. This at first was 

 a day set apart on which tlie Grand 

 .\rmy of the Re]iiiblic <l(>corated the 

 graves of comrades who had fallen in 

 battle. While it was a day that in the 

 liepinninpf did not mean much to the 

 florists' industry, yet these old veter- 

 ans were faithful each year in its cele- 

 bration; it was their custom to gather 

 flowers, mostly thronuh donations, to 

 strew the graves of those of their com- 

 rades who had made the supreme sacri- 

 fice; many pilgrimages weri' also made 

 to the woods and fields, and wild flow- 

 ers were gathered for memorial pur- 

 pose. But, as time passed and. with it, 

 these old veterans, a new and busier 

 generation took un this work of love. 

 They found it more convenient and less 

 expensive to go to the florist and buy 

 flowers than to snend the time in either 

 gathering donations or going into the 

 country for the flowers. 



The Three Ways. 



Since May 30 has been set apart as 

 the day on which the whole nation 

 stops to pa%' tribute to the memory of 

 her sons who laid down their lives on 

 the altar of its defense, there have 

 been iust three wavs in which the mem- 

 ory of these men has been perpetuated, 

 and the rising generation has taught the 

 lesson that no man ever sacrificed his 

 life in the nation's cause and was for- 

 gotten. 



One of these methods is liy oratory. 

 Tn this the greater jiart of the peTvple 

 must stand by and listen. There 

 is a sm.-ill part of the 110.000.000 

 souls tli;it make no this nation 



who are gifted with speech, who 

 have the elociuence to stand before au 

 audience of their countrymen aiid tell 

 of the deeds of these fallen heroes. I 

 have heard men speak on such occa- 

 sions so you would feel that the battle 

 of Bull Run was being fought in your 

 presence. ITnder such circumstances the 

 speaker often becomes the object of 

 hero worship. 



Then another way is by erecting 

 great shafts of granite, with the record 

 of a division, a regiment, or perhaps an 

 individual who had accomplished some 

 specially hazardous task or through his 

 ability as a leader of men had gained 

 distinction, inscribed upon it.^ But is 

 this method not as cold as the marble 

 that is used for the purpose? The*haft 

 becomes one of the sights of the city 

 and a memorial to the sculptor who de- 

 signed it. 



But now we come to the human way, 

 the way in which the most humble citi- 

 zens of the nation can take an active 

 part. And as they strew the graves of 

 men who have laid down their lives in 

 the nation's wars, such thoughts as this 

 will possess their very being: "These 

 are the men, unknown though they 

 were in life to me, who laid down their 

 lives that this country might be a better 

 place for me in which to live, and it is 

 luy duty to play my part and be such a 

 citizen of this republic as will fte, 

 worthy of this sacrifice." This is the 

 real meaning of Memorial day. But 

 enough for the founding and meaning 

 of the day. 



Veterans of Three Wars. 



Since Memorial day first came into 

 being, there have been two wars, the 

 Spanish-American war and the recent 

 great World war. Each has added its 

 toll of heroes wlio have laid down their 

 lives that the Stars and Stripes might 

 float over a free and untrammeled peo- 

 ple. Just as the soldiers of the Grand 

 Army of the Republic determined that 

 the deeds accomplished by their com- 





The Offering 



^ utioiif i tryc iiiea »\ rhe mcdnlnj; ii( lifcorJii.in [>jv 

 nnc cannur partake 'if tlic hallowed loveliness which 

 i»- the spint of the day Ikcoration Day is set apart as j 

 Imliday for ihe li^-inij f.ir you The loy of havini; fnl 

 filled with fionotand rtspe*;t is yours. Go to the cemetery 

 Sunday or Moridayand 



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Milwaukee Used Symbolism. 



