jLi.y 16. 1014- 



The Florists' Review 



9 



LIVE WINDOWS FOR bs 

 JMT THE DULL SEASON 



This is the time of year when the Retail Florist must work his brain 

 overtime to find ways to get the attention of the perspiring public 



low that the "good old 

 summer time" has come 

 again, the retail florist is 

 likely to find plenty of time 

 on his hands. The live 

 ones have already discov- 

 ered that there are other 

 good uses, in addition to vacations and 

 baseball, to which these extra hours 

 may be devoted to advantage. Every 

 little extra business that can be 

 stirred up at this time is so much "vel- 

 vet," and the florist can well afford to 

 spend his spare moments in devising 

 ways and means of separating the per- 

 spiring public from a few surplus dol- 

 lars. At the same time he may develop 

 a line of trade that will prove a source 

 of large profit when the busy season 

 comes again. 



A Profitable Line. 



A subject on which the retailer may 

 well exercise his ingenuity at this' time 

 is the telegraph delivery of flowers, 

 and there is no better way of bringing 

 this matter to the attention of the 

 public than window displays, which 

 have the additional advantage of being 

 as inexpensive a form of publicity as 

 the florist can indulge in. At this 

 season he does not care to make any 

 large outlay from 

 which the returns, 

 no matter how sure, 

 are not likely to come 

 in at once and in 

 large quantities. The 

 appeal of the window 

 display should, there- 

 fore, be a strong one ; 

 it can be done in his 

 spare time, at exceed- 

 ingly small cost and 

 yet with large re- 

 sults, immediate as 

 well as far-reaching. 

 The telegraph de- 

 livery of flowers is a 

 field which, although 

 being developed rap- 

 i<Jly, still holds im- 

 piPasurable possibil- 

 ities. While the vari- 

 ous phases of this 

 particular business 

 offer much room for 

 'levflopment and im- 

 provement, the one 

 "lost in need of 

 florists' energy is 

 the bringing of this 

 Jeatnre of the trade 

 JJ the attention of 

 JJ^ public at large. 

 ^a'n- people are well 

 jcq.i'amted with the 

 ^a<^ilities for sending 

 lowors by telegraph, 



but the majority are not, and here is 

 an opportunity to make the number in 

 the first class larger. 



Showing Them How. 



It is a well known fact that highly 

 educated grown-ups, as well as children 

 of the picture-book age, learn faster 

 and more fully by means of illustra- 

 tions — pictures, models, etc. — than they 

 do from any quantity of words, no 

 matter how accurately and interestingly 

 put together. For this reason a person 

 who has read signs and advertisements 

 about sending flowers by telegraph but 

 never fully understood what they were 

 all about, immediately gains a clear 

 idea of the matter from a window dis- 

 play such as that shown on this page. 



This gives the whole system in a 

 nutshell, so to speak : The stores at 

 either end of the telegraph lines indi- 

 cate how the order is taken and filled, 

 the telegraph lines and instruments 

 show the manner of its transmission, 

 and the maps of the two hemispheres 

 illustrate the field covered by this ser- 

 vice. In window displays of this nature 

 the group of florists' tags and labels 

 from all parts of the country serves to 

 bring home the point by connecting it 

 with the town from which some specta- 



A Calgary Window That Aroused the Curiosity of Every Passer-by. 



tor conies or to which he might have 

 some reason to send flowers. If Smith, 

 of Smithville, saw in the window the 

 tag of Brown, the florist of Smithville, 

 from whom he had been in the habit of 

 ordering flowers for his girl, he might 

 step into the store to find out how he 

 could win her favor by sending her 

 some from this distant place. People 

 are every day sending gifts of various 

 kinds for various occasions to friends 

 in distant cities. They have formed 

 the habit of sending those things which 

 they know will carry most easily and 

 safely by express or post. Let them 

 know how easy, how simple it is to 

 telegraph gifts of flowers to any point, 

 and a tremendous volume will be added 

 to the retailer's business. 



WKat to Use. 



In getting up a window to boost the 

 telegraph delivery business in his town 

 the florist will, of course, use flowers 

 in varying quantities; at this season 

 the number is likely to be small, but 

 some should always be used, even 

 though the emphasis of the display is 

 placed elsewhere. Palms, ferns and 

 hanging baskets add a cool as well as 

 artistic touch in hot weather. 

 To present the idea of wire delivery, 

 many means are at 

 hand. Telegraph in- 

 struments and tele- 

 graph poles strung 

 with wires are fre- 

 quently used, as in 

 the window shown on 

 this page. These are 

 better than flocks of 

 doves or other sym- 

 bolic forms of ex- 

 pressing the idea. 

 The stores at each 

 end of the wires may 

 be shown with either 

 interior or exterior 

 view, depending upon 

 how much effort the 

 decorator can put 

 upon the work. The 

 clerk with the order 

 book may be shown 

 at one end and the 

 designer filling the 

 orders at the other. 

 Detail always adds 

 to the strength of 

 the effect, so long as 

 the scene is not so 

 complicated that it 

 takes too long for the 

 passer-by to grasp 

 the idea. 



Spheres or maps of 

 the world, with the 

 florist's own location 

 clearly marked, ad- 



