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Mav 6. 1915. 



The Florists' Review 



15 



Car Representing C. A. Samuelson in Prosperity Parade, Chicago, -April 26. 



The rest of the store has furnishings 

 to fit. Brass and purple upholstery ane 

 uuifonn. The shelving and counters 

 are of glass. The floor is inlaid. A 

 fountain plays in the center of the 

 store. Outside, as the illustration 

 shows, there is a large electric light 

 sign, and an abundance of flowers of 

 all kinds at all times. The store is 

 2.5x75, and underneath is a basement 

 of equal size. This is the crowning 

 enterprise of Mr. Trepel's six Brook- 

 lyn stores. The proprietor, with a sat- 

 isfied smile, occupies a corner of the 

 foreground. 



CRAWFORD'S CLASSY STORE. 



Those who have read the news notes 

 from Des Moines, la., in The Review 

 of late know of the opening of the 

 store in the Shops building, at Eighth 

 and Walnut street, by U. L. Crawford. 

 They know, too, something of the way 

 in which the place is furnished, but will 

 gain a better idea from the illustration 

 on page 13 of this issue. The entire 

 store is finished in white enamel, and 

 is lined with mirror panels. A green 

 .^arpet covers the floor. The arrange- 

 ments and decorations are simply and 

 neatly made. The refrigerator and 

 other fixtures were furnished by Buch- 

 binder Bros., Chicago, and installed un- 

 <ler the supervision of Sidney Buch- 

 binder. One of the novel features of 

 the new Shops building, in which the 

 Crawford store is located, is that one 

 automobile furnishes delivery service 

 for all the occupants. 



WHAT A WINDOW WILL DO. 



"Click, dick-ick, click, click." 



The passers-by stopped, listened, and 

 looked, with the same intentness that 

 ♦liey might have obeyed the injunction 

 f'> that effect on the semicircular red 

 ^'gn at a railroad crossing. 



The sound they heard was that of a 

 t'degraph instrument; the sight they 

 '^HW was that shown in the illustration 

 "1 this page, the window of Hollywood 

 '•ardens. Inc., Second avenue at Pine, 

 •Seattle, Wash. In a conspicuous posi- 

 tion, though somewhat hidden in the 

 "liadow in the illustration, was a smil- 

 ■"g young lady industriously working a 

 't'legraph instrument of the Western 



nion Telegraph Co., which was con- 

 nected with tickers both inside and out- 

 ^^ide. The delivery< tags of florists in 



different parts of the country and ex- 

 tremely conspicuous signs called the at- 

 tention of the spectators to the oppor- 

 tunities presented by that ticking in- 

 strument. A large array of plants indi- 

 cated what might be sent over the wires 

 to distant parts. 



And, what is more to the point, after 

 stopping, listeiling and looking, the 

 passers-by walked into the store and 

 sent telegraph orders to the number of 

 a score or more each day. This window 

 decoration occupied the window of the 

 Hollywood Gardens store only the first 

 four days of Easter week, and in the 

 course of the week, says Manager Chas. 

 E. Sullivan, the firm sent over 100 tele- 

 graph orders and one cable order to 

 London. 



MR. MOCK SUGGESTS METHOD. 



"Nine-tenths of the advertising flo- 

 rists have done has been with the idea 

 of taking business away from ' the other 

 fellow;' L have a ]>lan that is to create 

 absolutely new business." 



The speaker was Hugo Mock, of New 

 York, who visited the ofl5ce of The Re- 

 view one day this week on his way 

 home from a trip to California. 



While Mr. Mock 's profession is the 



law, his hobby is commerce and adver- 

 tising. He conceived the idea that 

 flowers, perhaps the only largely sold 

 commodity that must in the nature of 

 things be obtained close to where they 

 are to be used, afford a splendid oppor- 

 tunity to apply modern methods of na- 

 tionally advertising trade-marked arti- 

 cles. But how can flowers be trade- 

 marked? They can not, but the florist 

 can be. At least Mr. Mock thinks some 

 one florist everywhere can be branded 

 with a name that can be made known 

 nationally, so he proceeded to organize 

 the National Floral Corporation, with 

 $10,000 capital and a large fund of en- 

 thusiasm. He plans to sell one florist 

 in each community over 5,000 in popu- 

 lation the right to be known as the 

 National Florist, charging him an an- 

 nual fee for the privilege. A portion 

 of the funds so raised he purposes to 

 expend in advertising and in other ways 

 to acquaint the public with the name, 

 National Florist, so that when Mr. 

 Money Bags in Metropolis wqnts to 

 send a rich corsage bouquet to his lady 

 friend who is appearing at Omaha on a 

 certain night, or when he wants to 

 make any other use of flowers out of 

 town, he will simply mail his order and 

 money direct to the National Florist 

 at that point. Also, he expects to cause 

 travelers to seek out the National Flo- 

 rist when in a strange town. Mr. Mock 

 has devised a number of ingenious as- 

 surances for the public and believes his. 

 plan should take well with the trade 

 as promising to create a large volume 

 of new business. He feels that his 

 plan does not conflict with any of the 

 existing arrangements for filling out-of- 

 town orders, as his is a direct-from- 

 consumer plan, while all others are ar- 

 rangements entirely within the trade. 

 Also, he fe^ls that if any business is 

 lost by florists whose customers learn 

 to send out-of-town orders direct, it 

 will be made up for many times over by 

 the increased sales of flowers that will 

 result from the advertising in publica- 

 tions of millions circulation. 



It is Mr. Mock's plan to perfect his 

 organization, appoint his agents and be 

 ready to start his publicity about 

 Thanksgiving, so the trade for several 

 months will have to restrain its impa- 

 tience to see how the scheme works. 



Telegraph Delivery Window of the Hollywood Gardens, Seattle, Wash. 



