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HITTINd THE PUBLIC 

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1 About Our 

 Business Is Fl(u\ 

 crs. " A uumlicr 

 of f 1 () r i s 1 -; 

 tlirou^jhout t li (■ 

 c o u n t r y liav t 

 a <l o p t (! d sonii' 

 sucli slof^an as 

 this, ;i 11 (I y t' 1 



WIUMI it COIUOS tn 



juihiicity t li o y 

 forjTot to oiiiplov 

 any of tlio boautv 

 of tlie llowors in 

 t h (! advt'itisin^ 

 (■aiii[)ai;;ii. I'Ivcin 

 liorist attempts to 

 use tile most art Is 

 t i e. aiTMUj^eiueiit 

 jpossilile iu 1 h f 

 sale of tlowers tn 

 liis eustoiuers; lir 

 falls upon tlie ;nt 

 of tiiC potter, the 

 fraiiH^ iiialicr ami 

 tlie ilesi}i;iier, and 

 ill his ciwii st()i(^ 

 he tries to obtain 

 eiiiploye(>s w i t li 

 artistie taste, yet 

 wluMi it eomes to 

 the advertisiiiLj, it 

 seems as thou^'h 



llorists lose sj^^lii nf the fact that ad- 

 vertisintr ean ictlect the iieautv of 

 tlieir <;oods. I liey siMid ty news- 

 pajpers and otlui meibums typeset ad- 

 vertisements 1li:it lie not li.'uc the 

 tourli (if individualism that makes 

 them stand mi' t'rom the ailvertise- 

 ments ot' tin' .lui'er, tlii' buttdier, or 

 the CM iidlest ii' k 'iiaker. 



The Eve of Economy. • 



Mmdi nidiiev i;(i[ lie wasted in ad- 

 \'ei't isiii^;. NT',' 111' re sjuiuld tiie vyv at' 

 economy be in i sn sharply as dii tlie 

 ad\('i't isiuLi: ac "lint, ami yet the ai|- 

 \('rtisinL,' t'uii'l -hould not be stinteij. 

 My lirm lias |.i,M.| thrmi^h e\|i('ii('iii-e 

 that nidiii'v -: cut ill the (H'liiiaiN' 

 idi lire h [iini: I ii ii :i lid the like, nv i u 

 ad \ fit isi ml; -di. iiies preseiite(l b\- au 

 irrcsiKinsibli' ik'.it iiii; ad\(trt isin^- sd- 

 licitiPi'. is iisii;il!\- wasted. Wdien it is 

 iiec('s-ar\, till- III 111 ildnat("s to (diarit- 

 abjc (ir_L:ani/:it i"ii~. and it', pert' drc('. 

 tlie\' must t:il '• a piocram ad\crtise- 

 niciit. it is ii"i • liaiy:ed so iiiindi to the 

 ail\ ell i-iiiL;' ac'iniiit as to the profit 

 and loss aciuiiiit, under the item of 

 charity. 



AVe ha\-e iTniid that our best adver- 

 tisiiiM- me'liuins are: First, s.atislied 

 ciistdiiiers; ^ccomi. direct ad\ crt islnij 

 in the fdini <'i' persomil letters; third, 

 new sji;ipei- advertising,'; fourth, window 

 ili-plays. This general campaij;n is 

 sup]idited by various methods of ad- 

 vertising, such as sti'eet car cards, 



THOMAS H. JOY 



Sales Manager of the 

 JOY FLORAL CO.. NASHVILLE. TENN. 



inovin;,^ pietnrcs, 

 stereo))ticon slides, 

 blotters, etc. 



Of course, it is 

 every llorist's am 

 bition to estaldish 

 ;i jiatronai^e of 

 satisfieil custom- 

 ers. Xo better ad- 

 vertisiiijf medium 

 is to be obtained, 

 and courtesy and 

 service a r e our 

 best means of ob- 

 taining^ tliis [lat- 

 ronafre. For quicdc 

 delivery, we have 

 p 1 a c e d on tlit; 

 streets not only 

 an automobile de- 

 livery, but also a 

 motoreyrl.^ deli • 

 erv car, Vvl.i' h is 

 attra(diiitr consid 

 erable attentioi'. 

 As it travels the 

 street, its flashy 

 red, w i t h the 

 firm 's name on it, 

 causes nearly ev- 

 eryone to hxd'; up 

 and admire it. In 

 all the (derl\S and 

 other em[ilo.vees is 



instilled the idea that ciuirtesy pays 



the firm in direct results. 



Mailing Lists. 



Wi^ have r(M-ently instalh'd a niiilti- 

 jfrapli marhine and an addre-sd^rapli 

 machine. In each of tlie tdvvns in 

 wlii(di we liav{> n>presentativ cs, we liavi- 

 re(|Uested the a^eiit to jii-epaic' a list 

 (if ]i('rsdiis who are in the class able 

 td |mrcliase tlowers. In diir own city, 

 wt> have been dilierently at vvoik trvini,' 

 to perl'i'et as nearly as |idssible a com- 

 |i|cte mailing- list. This ]iart of the 

 work of letter writing' is most impor- 

 tant. Miiidi time and nuuiey can bt> 

 lost in inailint;' letters to |iersdns who 

 have cither imivcd away or dic'l, or 

 who are not in a jinsilion to s|ii'iid 

 mom\v for llnwers. ' Al'ter this J.i>t is 

 ]ire|iar<'i|, it is (uir amliitinii to L;et out 

 a, neat ]ieisoiial letter, with some live, 

 attractive jioint that will cause the 

 reacler to peruse it t'rom bcLiinninir to 

 emi. This letter is to be t'olloWcd up 

 by a series ol' letters and the pros- 

 pective customer is to be haniineiH'ii 

 avvyy at until his naiiii' is entei'ed Ujion 

 our custoUKM' list, lie is then, ot' course, 

 handled with the idea in v iev\ (j|' ^iv - 

 inj,r him entire sat ist'act ion. We liavi> 

 found so far that Iett(M' wriliii;;- i-^ tlie 

 cheap(^st ami most adv antaceous I'orni 

 of advertising^ possible. 



The trouble about most newspaper 

 ailvertisin^-. so far as the tloiist is i-oii- 

 cerned, is the fact that he insists u[ioii 



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