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' ^^^ HE Beauty 

 ' * About Our 

 Business Is Flow- 

 ers. ' ' A number 

 of florists 

 throughout the 

 country have 

 adopted" some 

 such slogan as 

 this, and yet 

 when it comes to 

 publicity they 

 forget to employ 

 any of the beauty 

 of the flowers in 

 the advertising 

 campaign. Every 

 florist attempts to 

 use the most artis- 

 t i c arrangement 

 possible in the 

 sale of flowers to 

 his customers; he 

 calls upon the art 

 of the potter, the 

 frame maker and 

 the designer, and 

 in his own store 

 he tries to obtain 

 employees with 

 artistic taste, yet 

 when it comes to 

 the advertising, it 

 seems as though 

 florists lose sight of the fact that ad- 

 vertising can reflect the beauty of 

 their goods. They send to news- 

 papers and other mediums type-set ad- 

 vertisements that do not have the 

 touch of individualism that makes 

 them stand out from the advertise- 

 ments of the grocer, the butcher, or 

 the candlestick-maker. 



The Eye of Economy. 



Much money can be wasted in ad- 

 vertising. Nowhere should the eye of 

 economy be held so sharply as on the 

 advertising account, and yet the ad- 

 vertising fund should not be stinted. 

 My firm has found through experience 

 that money spent in the ordinary 

 church program and the like, or in 

 advertising schemes presented by an 

 irresponsible floating advartising so- 

 licitor, is usually wasted. When it is 

 necessary, this firm dojiates to charit- 

 able organizations, and if, perforce, 

 they must take a program advertise- 

 ment, it is not charged so much to the 

 advertising account as to the profit 

 and loss account, under the item of 

 chaiity. 



We have found that our best adver- 

 tising mediums are: First, satisfied 

 customers; second, direct advertising 

 in the form of personal letters; third, 

 newspaper advertising; fourth, window 

 displays. This general campaign is 

 supported by various methods of ad- 

 vertising, such as street car cards, 



THOMAS H. JOY 



Sales Manager of the 

 JOY TLORAL CO-. NASHVILLE. TENN. 



moving pictures, 

 Btereopticon slides, 

 blotters, etc. 



Of course, it is 

 every florist's am- 

 bition to establish 

 a patronage of 

 satisfied custom- 

 ers. No better ad- 

 vertising medium 

 is to be obtained, 

 and courtesy and 

 service are our 

 best means of ob- 

 taining this pat- 

 ro;iage. For quick 

 delivery, we have 

 placed on the 

 streets not otily 

 an automobile de- 

 livery, but also a 

 motorcycle deliv- 

 ery car, which is 

 attracting consid- 

 erable attention. 

 As it travels the 

 street, its flashy 

 red, witTi the 

 firm's name on it, 

 causes nearly ev- 

 eryone to look up 

 and admire it. In 

 all the clerks and 

 other employees is 



instilled the idea that courtesy pays 



the firm in direct results. 



Mailing Lists. 



We have recently installed a multi- 

 graph machine and an addressograph 

 machine. In each of the towns in 

 which we have representatives, we have 

 requested the agent to prepare a list 

 of persons who are in the class able 

 to purchase flowers. In our own city, 

 we have been diligently at work trying 

 to perfect as nearly as possible a com- 

 plete mailing list. This part of the 

 work of letter writing is most impor- 

 tant. Much time and money can be 

 lost in mailing letters to persons who 

 have either moved away or died, or 

 who are not in a position to spend 

 money for flowers. ' After this list is 

 prepared, it is our ambition to get out 

 a neat personal letter, with some live, 

 attractive point that will cause the 

 reader to peruse it from beginning to 

 end. This letter is to be followed up 

 by a series of letters and the pros- 

 pective customer is to be hammered 

 away at until his name is entered upon 

 our customer list. He is then, of course, 

 handled with the idea in view of giv- 

 ing him entire satisfaction. We have 

 found so far that letter writing is the 

 cheapest and most advantageous form 

 of advertising possible. 



The trouble about most newspaper 

 advertising, so far as the florist is con- 

 cerned, is the fact that he insists upon 



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