Jancaut 21, 1915. 



The Florists^ Review 



11 



F&r 



With Flowers 

 Your Greetings 



Win Be 

 Best Conveyed 



others. Tell him to go to it, strong. It 

 will pay. 



Cooperative St. Valentine's Ad Used Last Season by Minneapolis Florists. 



Valentine's day your greetings with 

 flowers will be best conveyed." The 

 space used /v^s spiiietMng less than a 

 quarter pagje ^^^was rim, one time in 

 all the Mianedpolis dailies. The trade 

 expressed /satisfaction with the re- 

 sults, but the ad appears to have 

 made no great stir. In the light of 

 what has been accomplished elsewhere 

 it seems cleer that such copy is not 

 the best for the purpose; also, it seems 

 quite likely the results would have 

 been better if the entire sum had been 

 used for a larger space in the one paper 

 that reaches the most flower buyers in 

 Minneapolis. Of course this unsigned 

 advertising has no more value for one 

 than for another, no more for the man 

 who helps pay the bill than for the 

 one who declines to come in on the 

 subscription, which is wrong in princi- 

 ple — the names of those who provide 

 the funds should appear in the adver- 

 tising. But for the plan it should be 

 said that the Cleveland florists used it, 

 with good, plain text, not fussy illustra- 

 tion, to advise the public to "Send 

 Flowers" at Christmas, with such good 

 results The Eeview-'s correspondent de- 

 scribed the eleventh-hour rush as "a 

 riot. ' ' 



So it is apparent at a~&oliday all 

 advertising pays, only some ^inds are 

 better than others. ^ 



Start Something. 



St. Valentine's day is February 14. 

 It falls on Sunday, an especially good 

 day. Advertising for it should he run 

 not later than Friday, February 12, and 

 if an evening paper is used it should 

 be February 11. To do good advertising 

 haste is not desirable — get started early 

 and do it right. 



All that it needs, in most cities, is 

 a leader, someone to set the ball roll- 

 ing. Suppose you, right now, call up 



the advertising manager qf the paper 

 read by the best class of people in your 

 city; show him this article; tell him 

 you will be one of ten to pay for a 

 St. Valentine's page in his paper and 

 that he can use your name with the 



INDIVIDUAI. ADVEETISINO. 



Chicago retail florists are leading the 

 trade in the use of newspaper space 

 to increase the sale of cut flowers and 

 plants, but they are doing the work 

 individually. Conditions at Chicago are 

 such that cooperative advertising never 

 has been tried, although several at- 

 tempts, have been made to organize an 

 effective campaign. One of the dif- 

 ficulties has come from the fact that 

 there are too many people with widely 

 differing ideas and ' interests, some of 

 them doing so large a business that 

 they feel they can go it alone, while 

 others are so small they can not see 

 the advantages of publicity for flowers. 

 There are eight or ten retailers who 

 are doing for themselves, each in his 

 own way, what is done cooperatively 

 in many other cities. A number of 

 their St. Valentine's day advertise- 

 ments of last year are reproduc/ed, much 

 reduced in size, in this issuTe. Some- 

 thing similar is being planned for next 

 mipbth, probably on a more elaborate 

 scale, for the advertising has been in- 

 creased each year. Boston has one 

 flower store, Penn's, in which a large 

 business has been built up by adver- 

 tising and a typical Penn St. Valen- 

 tine ad is reproduced in this issue. 

 Also, Anderson, of Buffalo, has- found 

 fine profit in the use of his best local 

 newspaper to exploit the use of flowers 

 as valentines. ^The advertisement he 

 published last year occupied six times 

 the spa'je it does as photographically, 

 reprodu'.-ed in this issue of The Re- 

 view. All these ads are worth studying, 

 as they point the way in which others 

 may increase their sales to double. 



Beautiful Bunches of 



VIOLETS 



In Our Original Heart-Shaped Boxes 





A Penn Creation — coupling the exquisite 

 quality of Penn Violets with an artistic and 

 appropriate idea ni this pretty St Valentine's 

 box 



She will be delighted with this token on 

 the 14th. 



MAIL ORDERS 



$1^0 



43 Bromfield St. 



Receive Careful Jf^ '^^j^S^^^^t^Sm ^^^ Phones 838-839 



Attention ^^^"^ M^fVi-^j/^ Fort Hill 



Flowers telegraphed to any city or town in the United Stat*M 



Combining a Catchy Offer With Striking Display. 



