26 



The Florists^ Review 



ApiuL 28, 1921 



All that I am or hopte to bt, /oioc 

 to ttiy angel mother 



Flower* for Mother 



Sunday is Mother's Day 



"For mothers at home, Hoioen bright; 

 -tfor moAert' meniory, Sowers white" 



I 



Wear a Flower in memory o f Mother 



Simplicity Itself. 



the elapsed years, is what makes Moth- 

 ers' day a day when everyone wants to 

 show mother that she is loved and appre- 

 ciated. That is why Mothers ' day bids 

 fair to outgrow any other national holi- 

 day. And especially does it promise 

 well to the florists. 



Human Nature. 



Some have condemned the florists for 

 seeming to commercialize the day. 

 Bather should they be congratulated on 

 the fact that the propaganda which they 

 have spread has had its part in further- 

 ing the popularity of this wonderful day. 

 Economic conditions and human nature 

 demand that every holiday be a com- 

 mercialized day for some line of indus- 

 try. In the olden davs, everv man did 

 everything for himself. If he wanted 

 meat, he went to the forest and shot some 

 game. If he wanted corn, he planted 

 it. If he wanted clothes, he spun and 

 made them himself. There was no 

 grouped and specialized work. Now, 

 there is such a specialized division of 

 labor that every line of work has a spe- 

 cial field. One man does or makes the 

 thing which he can do or make the best. 

 Another man does the same thing; in 

 fact, all men over all the earth do the 

 same thing. Each man gets pay for 

 what he does, and in turn buys the 

 things that he needs in order to return 

 pay to the man who is in another line 

 of work. So, when a person wants flow- 

 ers, the only thing to do is to go to a 

 man whose work is to sell flowers. And 



there ie where human nature comes in. 

 The first thing that a human being 

 thinks of when he wants to show his 

 love for someone else is to present that 

 someone else with a gift of some kind. 

 And flowers and love naturally go to- 

 gether. It was not the florists who 

 designated flowers as the symbol of love, 

 liong before there were any commercial 

 florists the two were linked together. It 

 is only natural that love, the sweetest 

 thing on earth, should be symbolized by 

 nature 's most beautiful and delicate off- 

 spring — flowers. So it is the most nat- 

 ural thing possible that florists should 

 be busy on Mothers' day. 



Why Advertise? 



You ask, "If that is the case, whv 

 advertise?" You advertise to let ev- 

 eryone in the country know that there 

 is a Mothers' day and when it is. There 

 are, comparatively, only a few who 

 know that Mothers' day falls on the 

 second Sunday in May. The majority 

 of people would not know when to cele 

 brate the day if it were not for the 

 florists' advertising. And florists ad- 

 vertise to let all the people know that 

 they can "Say It with Flowers" bet- 

 ter than they can say it with any oflier 

 artfcle. There are approximatelv 110,- 

 000,000 persons in the United States 

 and there are few of those who would 

 not want to give flowers to a living 

 mother or to wear flowers for a moth- 

 er's memory. So each and every one of 

 that number has to be told just when 

 to wear them. The florists must ad- 

 vertise and advertise extensively if 

 they want to get every one of these 

 prospects in line to purchase flowers for 

 Mothers ' day. 



And the florists are advertising. On 

 the accompanying pages, there are sev- 

 eral of the best examples of advertising 

 for Mothers' day that have been 

 printed in the papers in the last two 

 years. There are several different 

 means of conducting a Mothers' day 

 advertising campaign. One wav that 

 IS extremely popular is the group ad- 

 vertising. 



Good Examples. 



One pajre ?r^ are shown two e-nnd ex- 

 amples of this type of advefl-tisingy 

 The florists in Milwaukee, the first to 

 establish a local year-around coopera- 

 tive advertising campaign, have found 

 that each retailer gets as much good 

 from general advertisements as he would 

 if he went out on his own hook and ad- 

 vertised only his own store. The pur- 

 jiose of the two advertisements shown 

 was to tell the people that Mothers' 

 day was on a certain day and then to 

 lot the people buy at the most con- 

 venient place. For it was almost cer- 

 tain, when the people found out when 

 the day was, that every store in the 

 <ity would have enough work to keej) 

 it busy. These illustrations are strik- 

 ing examples of artistic and attention- 

 getting (•oi)y which has that appeal to 

 feeling that a Mothers' day advcrtise- 

 niont should have. 



The advertisement on i)age 27 is one 

 that the florists of Worcester ran in 

 th<' daily jiapers last year, in a po- 

 oi)erative campaign for Mothers' day 

 advertising. It is an excellent example 

 of what can be done simply with type 

 and without expense for cuts or artistic 

 decorations. In plain words, it tells 

 wlien Mothers' day is, the purpose of 

 the day and just the feeling that one 



has toward mother that inspires one to 

 give her flowers. 



Much Cooperative Advertising. 



This cooperative advertising is far 

 less expensive and can be carried on 

 more extensively than if the florists 

 all carried separate advertisements. 

 And the results are just what are 

 wanted; that is, the furtherance of the 

 use of flowers on this day. And if more 

 flowers are used, certainly all florists 

 receive the benefits. The business 

 gained by publicity will be split up 

 among all the florists in the community 

 and each and every one will receive his 

 share according to the popularity of 

 the neighborhood where he conducts 

 his store. 



Then there is another method of 

 group advertising, such as was carried 

 on in Hamilton, Ont., last year. Whole 

 pages of the local newspapers were 

 given over to Mothers' day advertising. 

 At the head of the page was the gen- 

 eral advertising for Mothers' day and 

 below this general outline each florist 

 had a space for his individual adver- 

 tisement. This sort of advertisement 

 has some of the advantages of both 

 the individual and group advertising. 

 It brings business to all florists, and 

 especially to the ones who advertise 

 individually, because the residents of 

 their respective sections are led to 

 those particular stores for their Moth- 

 ers' day purchases. 



Individual Advertising. 



On this page there are specimens of 

 individual advertising that are good. 

 Individual advertising is done by some 

 florists in cities where cooperative ad- 

 vertising is done, with the idea that 

 specific direction to that store is needed 

 in addition to the general urging to 

 buy flowers for mother. Of course, 

 where no local campaign is undertaken 

 the only course is individual advertis- 



MOTHER'S DAY 



SEX;OND SUNDAY IN MAY 



l^AKE this day her happiest! Each passing year 

 ATX impresses deeper what wc owe to mother. You 

 will want her to know of this profound respect and 

 devotion. 



No man-made gift can adequately measure the honor 

 due her. But flowers -Cods gift, will impress in a 

 beautiful way. just what your heart means to say. 



Smrf a Mother 'n Dan Flotter§rmm 



A Buffalo Business Bringer. 



