u 



The Florists^ Review 



OCTOBBB 2, 1918. 



rCTaely haVa 



classes, in one the coneerns doing busi- 

 ness in the residential districts, and 

 in the other the houses in the heart of 

 the business centers. Of the two, the 

 former must possess a greater knowl- 

 edge of flowers; the latter must be 

 primarily a first-class financier, a flo- 

 rist afterward, for ultimate success. 

 The residential district retailer cannot 

 resort to newspaper publicity as his 

 competitor in the busy section can. He 

 cannot take advantage of and promote 

 special sales at times when an over- 

 supply presents an opportunity. His 

 business consists, in the main, almost 

 entirely of family trade, while his 

 competitor, he of the high rentals, de- 

 pends on transients, as well ' as regu- 

 lars, to move the stock he advertises. 



Different Advertising Metbods. ' 



Don't misunderstand me; the resi- 

 dential florist may advertise in the 

 same manner, but it will not pay him 

 in the end. He has recourse, however, 

 to high-grade circular advertising, en- 

 gagement booklets and the much 

 abused calendar. The city store man 

 will find this line of advertising ex- 

 pensive; being centrally located, he 

 must literally scatter his advertising 

 matter to the four winds. 



Speaking of the end, that is an in- 

 contestable climax that comes to every- 

 thing. Some of us do not live to reach, 

 in a business way, the position of being 

 successful and not knowing the feel- 

 ing of the pangs of defeat. Success in 

 business, which, after all, only means 

 an increase from year to year large 

 enough to provide for old age from the 

 increased profits, can only be attained 

 by honest, steadfast principles, a fair 

 profit on an article that has been 

 bought by a buyer of good judgment 

 and the proper spirit to make good 

 any misunderstanding between yourself 

 and your patrons, who, after all, are 

 the ones to whom we owe our existence. 

 Henry E. Klunder. 



FOB THE ELKS' BITUAL. 



In reference to H. A. Hyde's inquiry 

 about amaranth and clinging ivy for the 





Ai/rtu. 



:<■■ -■ 



V-, . •> ■ ■ ■ 



^^^, 







^. ■■■ « ■ J. I 





Tas: With Receipt Coupon. 



Elks' ritual, it is extrCTaely haVfl to 

 secure amaranth just wheit it is needed. 

 I use purple heliotrope and myrtle or 

 one leaf of the Boston ivy, putting the 

 two together. Some small purple flower 

 will answer. I do not know the variety 

 of amaranth that should be used for 

 this purpose. . E. M. Plater. 



THE TAG IS riNISHINa TOUCH. 



Thei9 are certain classes of business 

 in wh|eh the question of put-up is su- 

 premely important, and the florists' 

 trade is one of them. The manufac- 

 turer of a staple line needs a neat and 

 strongt^container, but he who sells a 

 luxury like jewelry, flowers, or candy 

 must make his container handsome 

 enough to indicate the quality and 

 beauty of the contents. That is why 

 the discriminating florist uses em- 

 bossed boxes, watermarked wrapping 

 paper and, last but not least, hand- 

 somely printed, distinctive tags. All 

 of these little niceties are much appre- 

 ciated by the customer and, besides 

 serving their useful purpose, they are 

 an excellent kind of advertising. It 

 pleaSes the donor of a. bunch of long- 

 stemmed American Beauties to know 

 the packing, wrapping and addressing 

 will be so attractively done that the 

 flowers themselves will seem even more 

 beautiful when they are removed from 

 the box. 



In this connection it is well to con- 

 sider the value of a handsome tag. 

 When the flowers are delivered the 

 first question is "Whom are they for?" 

 and the second "Whom are they 

 from?" It is the tag in every case 

 which gives the answer. The tag is 

 the first part of the package to be 

 looked at by the recipient of the flow- 

 ers. It should therefore be made to 

 act as far as possible as an outward in- 

 dicator of the beauty of the contents. 



Wonderful in design and execution 

 are many of the tags now used by flo- 

 rists. Almost all are made of a special 

 white stock which cannot be spotted by 

 water and is always fresh and clean 

 when the package is delivered. In one 

 corner is usually a bunch of orchids, 

 violets or roses printed in two or more 

 colors and sometimes embossed. Some 

 florists, however, believe in tasteful 

 simplicity and show nothing on their 

 tags except their name and address 

 printed from a handsome cut. 



Those who are using distinctive tags 

 claim that they are one of the cheap- 

 est and best forms of publicity. In 

 many cases half the cost of the tags 

 is charged to the advertising account 

 and the balance to supplies. 



FOB THE CBEDIT OF US ALL. 



The Florists' Telegraph Delivery As- 

 sociation is seeking something better 

 than profit for its members. It is not 

 a money-making organization itself, 

 and it puts service to the public ahead 

 of financial gain for its members. To 

 bring out its purposes, President Ber- 

 termann has asked some of the di- 

 rectors to set down their views and 

 the following by Henry Penn, of Bos- 

 ton, is being distributed in carbon 

 copy: 



"With reference to the Florists' 

 Telegraph Delivery Association^ I want 

 to say that it eventually will give pres- 

 tige and power to all its members who 

 have the foresight to increase its mem- 

 bership by bringing in new applicants, 



and also to bear in -mind not only new 

 members, but the character and qutaity 

 of the members. 



"If properly developed, we have one 

 of the most important factors for prog- 

 ress that our business has developed in 

 recent years. This slogan, 'Member of 

 the Florists' Telegraph Delivery Asso- 

 ciation,' if used on all your corre- 

 spondence, advertisements, or even on 

 your own glass fronts, will have the 

 effect of having patrons ask what the 

 object is, and by explaining its doings, 

 0c., you will impress them with such 

 information as will surely be the means 

 of new business in this .^^^^^^{^ ^Q 

 due time there may be as mhch olghity 

 ii^fi^ig a member of the F. T. D. in 

 connection with flowers, as there is in 

 being a stock broker and being a mem- 

 ber of the stock exchange. In other 

 words, the F. T. D. could be to the 

 florist what the stock exchange is to 

 the broker. 



' * This can eventually be worked out 

 when we have sufScient members in 

 good standing in all cities and towns 

 throughout our country, properly im- 

 bued with the fact that it is not only 

 organized for financial gain, but also 

 for conveniences to one another, as 

 well as to our customers, in times of 

 emergencies, etc. 



"This is one of the points of our 

 association we must not lose sight of, 

 that, if necessary, we should fill an 

 order for our brother florists even at 

 no profit to ourselves, so that the order 

 is filled creditably. It will eventually 

 be the means of more business, and in 

 that way will be a gain in the end. Of 

 course, these problems can be worked 

 out later, as we become better ac- 

 quainted by meeting one another at 

 conventions and flower shows, so that 

 we ca.n better give our views and ex- 

 periences in filling orders on hurry 

 calls, as we are asked to do and are 

 asking others to do. I merely mention 

 this idea, because only last week one 

 of our patrons left a small order, to 

 be delivered in a small town in New 

 Jersey, and we telegraphed it to our 

 good brother florist, and he filled the 

 order after having to send his auto- 

 mobile some fifteen miles over the road 

 specially with this package, as he 

 would not have had time to catch the 

 funeral in any other way. We surely 

 appreciated the service and immedi- 

 ately sent a letter of gratitude as well 

 as a check, for his courtesy, which I 

 feel never could be paid for by merely 

 being out for dollars and cents. 



"We have used the lines, 'Flowers 

 delivered in all parts of the United 

 States at one hour's notice,' and 

 'Members of the Florists' Telegraph 

 Delivery Association,' with great re 

 suits as a footnote in all our advertise 

 ments in the daily and Sunday paper?' 

 in our city. This has been the means 



«l\0Utft L*AIMM« rLMHVt^ 





Examples of Two Types^of Floritif' Tags- 



