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Apbil 15, 1»13. 



The Florists^ Review 



13 



TK» UH'IIVILLI MWALP »t.-WD*Y MMNIWO MAY I. IW* 



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Mother's Day 



SUNDAY, MAY TENTH 



Wear a Flower 

 For Her Sake 



White Fiowen for Mothers Memory 



Bright floutn For Mothen Living 



A Mother 



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My nmhrf'i prarctt h*« 



Louisville's 

 Leading Florists 



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Augtal R. Bama, 

 Wenry Fucht, 



C & Thompum & Co, 



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Frerf A/iii^ Ca, 

 Nata & Ntuna, 



661 S. fount Am. 



F. Walker & Ca, 



U4 y F,ulk Am. 



William Walka. 



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Mn. M. D. Romas, 



Alkrl^ BmUlnf. 4lli <ai/ CAci(ai< 



Simon Ponhich, 



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MOTHERS' DAY 

 Sunday, May Tenth 



Wear a Flower for Her Sake 



White Flowers for Mother's Memory— Bright Flowers for Mothers Living |i 



In honor and appreciation of mothers* day 



.Memphit' Leading Florist* 



JOHNSON'S 

 GREENHOUSES 



This was a full page In a LontsvlUe dally. 



How the Florists io Two Southern Cities Employed 



And this was a full page In a Memphis paper. 

 0>-operative Advertising for Mothers' Day Last Year. 



advertising. I believe in constant ad- 

 vertising to bring yourself before the 

 public, but do not believe in special 

 advertising of my own business just 

 for the holidays or certain holidays, 

 as I believe every honest retailer will 

 get for the principal holidays just 

 about all he can handle satisfactorily 

 for himself and his trade. But I do 

 believe in advertising our goods for 

 the holidays and believe this can best 

 be done in cooperative advertising. By 

 joining together we can afford larger 

 space and the service of erpert help. 



"In regard to improving the adver- 

 tising for Mothers' day, I think we 

 must teach the public through adver- 

 tising to use plants and other cut flow- 

 ers besides carnations, otherwise the 

 high prices for carnations on that day 

 will kill the day. I believe the grower 

 of medium-priced plants should look 

 into the question of Mothers* day and 

 assist the retailer to hold the price 

 of cut flowers within reason - by 

 pushing plants. 



"Cooperative advertising, I believe, 

 can be profitably used at New Year's, 

 Christmas, Valentine's day, Mothers' 

 day and Thanksgiving. All these days 

 can be made more profitable to the 

 trade in general by judicious educa- 

 tional advertising, and this I think 

 can best be done by cooperation. We 

 must teach the general public that a 

 flower is a more suitable valentine than 

 tinseled paper and fully as desirable 

 as candy. We must teach them that a 

 rose or a plant is just as much admired 

 and desired by mother as is the carna- 

 tion. We must let them understand 

 that the New Year's sentiment is more 

 delicately expressed in flowers than in 



many of the other things that are used 

 for greetings. This letter is longer 

 than I wanted it to be, but I do not 

 know how else to give you some of 

 my views on this advertising ques- 

 tion." 



Memphis Is Unanimous. 



The solid south lives up to its repu- 

 tation — all three of those who cooper- 

 ated to run a page in Memphis say it 

 was a winner. 



Mrs. M. E. Irby, of the Flower Shop: 

 "The Evening Scimitar got up the ad. 

 Our part cost $31. We must say it was 

 the best ad we have invested in; we 

 certainly had splendid results." 



W. H. Englehart, of the Idlewild 

 Greenhouses: "We think the page was 

 a corker; it certainly brought the busi- 

 ness; increased forty per cent over the 

 previous Mothers' day. The page cost 

 each one of the three about $31. We 

 think the same idea carried out at 

 Christmas, Easter or any occasion of 

 that kind would be a good thing for 

 all." 



W. C. Johnson, of Johnson's Green- 

 houses: "I am much gratified to note 

 that an interest has been aroused by 

 The Review in regard to cooperative 

 Mothers' day advertisements. I 

 showed a News-Scimitar man a copy 

 of The Review that contained your 

 suggestions along this line. Being 

 energetic newspaper men, they called 

 on a number of the leading florists and 

 put the proposition up to them, but 

 received favorable answers from only 

 three of them. The original idea was 

 to secure at least five florists to bear 

 the expense of the full page ad. Not 

 being successful in getting the proposed 

 number, the papeir itself a^eed to 



come in as one, bearing an equal por- 

 tion of the expense, thereby making 

 the cost to the three florists taking ad- 

 vantage of the idea on the basis of a 

 quarter page. The results were entirely 

 satisfactory and I feel that the money 

 was well spent. The only way that I 

 can see' to improve the advertisement 

 is to get every florist in the city to co- 

 operate. It occurs to me that a sim- 

 ilar plan could be carried out for 

 Thanksgiving, popularizing the idea of 

 everyone having flowers on the table 

 on that day. My idea is to offer a 

 special box of flowers at a reasonable 

 cost in order to reach a class of people 

 that do not have much to spend on 

 flowers. As a last note, I beg to state 

 that The Review can be credited with 

 influencing the Memphis florists to use 

 the cooperative plan of advertising, the 

 same as it has broadened and increased 

 the business in many other ways." 



At Knoxville. 



Knoxville was one of the cities in 

 which tha Mothers' day ads carried 

 no names, yet "the campaign certainly 

 proved a big success," says 1». A. 

 Giger, manager for Charles W. Crouch, 

 who estimates the increase over the 

 year before as "100 per cent; we could 

 have done more had stock lasted. We 

 sold all kinds of stock with equal ease, 

 although of course white carnations 

 are most called for." 



"The idea of cooperative advertis- 

 ing for this day was first suggested to 

 other florists here by the writer," says 

 Mr. Giger, who had noted in The Re- 

 view what was being done in other 

 cities. "I asked several of the local 

 florists what they thought of us all 



