8 



The Florists^ Review 



July 31, 1913. 



score of originality, will be entitled to 

 our thanks if they can put it over. 

 Mothers' day was a bright idea; 

 Fathers' day is nothing but a plagiar- 

 ism. The sweet sentiment that made 

 Mothers' day an instantaneous success 

 is wholly lacking in Fathers' day; it is 

 nearly, if not quite, a joke. 



The Review, which has been given 

 more or less credit for building up the 

 business the trade does for Mothers' 

 d&y, has many times been asked to get 

 back of Fathers' day and push it. But 

 The Review believes that the less said 

 about Fathers ' day, the better it will be 

 for the trade. Fathers ' day makes no 

 broad appeal; the chances are that an 

 attempt to boost Fathers ' day to a place 

 on the same plane as Mothers' day will 



WE desire to get 

 in touch with 

 every lover of Flowers 



To have you know the 

 quality of our stock— 

 the perfection of ser- 

 service — the original- 

 ity of ideas. 

 Ask to be put on our 



Mailing List. 



An interesting little 



Booklet "Flowers", 



free on request. 



Charge Accounts 



Invited. 



A Typical Schuiz Advertisement. 



only result i:i ])ulling Mothers.' day 

 down. Be content. Forget Fathers' 

 day. 



SYSTEM IN ADVERTISING. A 



To kteii up with the game the retailer 

 today must follow a systematic plan 

 in his ailveitising and work with defi- 

 nite ends in view. Haphazard signs 

 and semi-occasional announcements do 

 not biing sufficient return and are far 

 from economical. The ailvertiser must 

 bear in mind the people whom he 

 wishes to reach and the various kinds 

 of stock he desires to bring especially 

 to their attention. With these in view 

 he can then find out what are the best 

 means of doing that kind of advertis- 

 ing and clearly map out a campaign 

 that will bring in the profits. A great 

 many firms set aside a certain per- 

 centage of the annual sales to be ap- 

 plied to advertising. When a definite 

 course is so planned and good copy is 

 supplied results are sure to follow. 



A concern that has given much study 

 and c6re to its advertising is that of 

 Jacob Schuiz, Louisville. Ky. Thi's con- 

 cern allows about five per cent of its 

 gross sales for advertising. After ex- 

 perimenting with the various sorts of 

 advertising, including electric signs and 

 billboards, it was decided that the best 



way to reach the general public is 

 through the newspapers, with a pri- 

 vate mailing list to follow up by means 

 of post cards noting some special fea- 

 ture. For week-end sales, too, the 

 newspapers have been found to be the 

 best means of reaching the people. 



The usual campaign method has been 

 to insert several advertisements in the 

 local papers for some special occasion, 

 such as Mothers' day. Memorial day. 

 or graduation time, and then to mail 

 post cards, 5x7 inches, to the names 

 which the store has gradually gathered 

 on its .mailing list. The cards are 

 printed in colors and usually bear the 

 prices of the flowers of the season. 

 Those items which are particularly ap- 

 jiropriate to the occasion always are 

 given emphasis. By means of the mail- 

 ing list, the suggestion is directly put 

 to the store 's patrons, and to others as 

 well, and put the more strongly be- 

 cause this mode of advertising is one 

 little used by florists. 



The illustration shows the style of 

 advertisement that is run ordinarily. 

 It is not large, three and one-half 

 inches, single column, but attracts at- 

 tention by its neat appearance, if by 

 nothing else. In it notice is called to 

 those things which are likely to attract 

 new customers; the features for special 

 occasions are the ones particularly im- 

 portant to old patrons. 



Advertising with a system is adver- 

 tising with a punch — it gets home. G. 

 E. Schuiz, manager of the concern, has 

 a profound belief in its results. For 

 example, this is what he says of the 

 Memorial day trade: "The business 

 in our section for Memorial day has not 

 amounted to a red -penny, but I believe 

 by getting after the business we will 

 in time be able to make it pay." 



A CHARLESTON RETAILER. 



South Carolina is not often heard 

 froni in the florists' business, but the 

 illustrations on page 9, of the Arcade 

 Floral Shoi», the store of F. W. Kum- 

 mer, at Charleston, S. C, shows that 

 trade is flourishing there. Mr. Kummer 

 has been in that city for fifteen years 

 and has built up a business that he 

 thinks is second to none in the vicinity. 

 He has a good-sized window, in which 

 he is able to arrange fine displays, 

 which brinp in the business. Inside 

 there are all the up-to-date features 

 that enable the retailer of this size to 

 keep abreast of the times. 



HOW ABOUT THIS? 



The lady of the house was dead. 



The casket lay in the drawing room. 



It was the morning of the funeral. 



The flowers began to arrive. 



But where was the pall? 



It had been ordered from a retailer 

 who makes much of the high-toned 

 character of his store, his stock and his 

 service. 



Presently the florist arrived — with the 

 cover. 



It was made on one of those wire 

 frames, in sections. And the sections 

 were not joined together. 



The florist and his men brought in 

 their numerous boxes, carried them to a 

 corner of the room in which the corpse 

 lay, unpacked, and the three of them 

 spent two whole hours there, finishing 

 their job. 



In the meantime nearly 200 designs 

 were delivered, unpacked in a rear room 

 and carried into the parlor. 



And didn't those florists marvel to s.e 

 the other fellow fashioning his blank( t 

 there! 



But the question is, what did tlie 

 familv think? What did the friendss 

 think? 



It wasn't in a country town; it was 

 in a big city, where the people know 

 flowers, and where florists usually can 

 be counted on to know what they are 

 doing. 



Was it good business, bringing the 

 florist and his work so into the fore- 

 ground? - Or was it just a case where 

 things didn't "break" right and the 

 work consumed much more time than 

 was planned? 



BAKER AT GETTYSBURG. 



A numljer of florists were amon^' 

 those who attended the reunion of the 

 Civil war veterans at Gettysburg du7- 

 ing the first week of July. They are 

 all veteran florists as well as veteran 

 soldiers and their names are well 

 known to those in the trade. One of 

 these old-timers, William J. Baker, of 

 Philadelphia, is shown in the acconi- 

 I)anying illustration; he is on his way 

 from the mess tent, where he has been 

 getting his meal in the same way, 

 though perhaps not of the same kinds 

 of food, that he got it fifty years ago. 

 Mr. Baker served during the war in 

 the Twenty-third Pennsylvania Volun- 

 teers. 



MR. EISELE TALKS. 



J. D. Eisele, vice-president of Henry 



A. Dreer, Inc., one of the ablest and 



best informed plantsmen in this coun 



try, was in cheerful mood after the 



' close of the planting season. Mr. Eisele 



W. J. Baker at Gettyibure. 



was in his office at Riverton, N. J., with 

 a clean lot of greenhouses aroxmd him 

 and the orders all in good shape. H'" 

 drew two chairs, lighted a meerschaum 

 and talked about matters of interest 

 late one afternoon this week. 



' * The season has -been a hard one, 

 he said; "it seems to me we feel them 



