10 



The Florists^ Review 



August 5, 1915. . 



WHAT IS "HER" 

 FAVORITE FLOWER? 



Don't merely send her "any" 

 flower— There's one she likes 

 best. We have it— in choice 

 varieties. 



Prompt service?— Always. 

 Phones, Main II92-II93 



The beauty about our 

 business is— Flowers 



We are as near you as your 

 telephone 



Street Car Card in Three Colors Used on Nashville Lines. 



depending on cold type to display the 

 beauty of his wares. We have at- 

 tempted to expend most of the funds 

 of our account devoted to newspaper 

 advertising, to attract attention to the 

 special florists' days, such as Easter, 

 Mothers' day, Thanksgiving, Christ- 

 mas, etc. To attract special attention 

 to our newspaper advei;tisement8, we 

 have employed artists to draw attrac- 

 tive Jjictures, usually of a girl, with 

 some decorations of flowers, our name 

 and telephone number. We have used 

 such advertisements in page, half -page, 

 and quarter-page spaces. It has been 

 our experience that such an advertise- 

 ment gives triple value to the space 

 employed, and attracts the attention 

 of many readers who would not other- 

 iprise possibly read our advertisement. 



^ Window Displays. 



Every florist knows that there is 



nothing so beautiful as God 's gift to 

 man, the flowers, and yet'taany of them 

 fail to appreciate the fact that flowers 

 themselves can be made to have an 

 advertising value. Many Arms allow 

 their windows to remain undecorated 

 from day to day; many of them lose 

 sight of the possibilities in a beautiful 

 window display. We have found it 

 profitable tb ourchase beautiful speci- 

 mens of pottery to set oflE the beauty 

 <if our flowers, and each morning fresh 

 flowers are placed in the window for 

 display. A beautiful window attracts 

 hundreds of people to view it. 



We have also found that special win- 

 dows, such as the Florida scene, shown 

 on this page, pay well. This ■^Indow 

 was made especially to put on salVhiin- 

 dreds of small century plants. lAve 

 baby alligators in the tank in front 

 attracted many persons, who remained 

 there for a long while looking at them. 



Florida Scene That Attracted Much Attention in Window of Joy Floral Co., Nashville. 



At other times we have used live gold- 

 fish, and we expect this fall to make up 

 a window of live pheasants. We have 

 found that these special windows at- 

 tract not only the attention of the 

 traffic passing in front of our store, 

 but also win newspaper commendation. 



Newspaper Articles. 



We have enlisted the services of the 

 newspapers, not with the selfish idea 

 of promoting the flower business of our 

 own concern, but for the general wel- 

 fare of the florists' business at large, 

 and have had printed a number of 

 articles in the way of reading notices 

 and editorials regarding various phases 

 of the flower business. For instance, 

 editorials have recently been published 

 in the Nashville daily papers, decrying 

 the fad of omitting flowers at funerals; 

 others commending the gift of flowers 

 on Mothers' day, etc. Articles have 

 been written and used in the local 

 papers on beautifying the home 

 grounds by planting flowers, on the 

 wonders of the greenhouses, on win- 

 dow boxes, on the care of plants and 

 flowers, and numerous other subjects. 

 These have been prepared in an at- 

 tractive manner in such shape that the 

 papers were glad to receive and use 

 them. - 



Using the SCovies. 



Supporting our general advertising 

 campaign, we make use of novel meth- 

 ods of advertising as they are brought 

 forward from time to time. Included 

 under this head is our recent experi- 

 ment in having moving pictures made 

 of the work being done at the green- 

 houses. This has been done in a man- 

 ner not so much to bring forward the 

 advertising feature of the film as it is 

 to make an artistic and scientific film 

 of the subject, covering as many phages 

 of flower growing as would^ really in- 

 terest the outsider. The film "VM^i*- 

 cently had manufactured was maw*oy 

 S. I. Conners • Co., of Nashville. It 

 was manufactured at a cost of about 

 50 cents per foot. This film has been 

 displayed in local moving picture 

 houses, in the city parks, and before 

 academic bodies of this«<ftiiy. It was 

 first made to supplement a display of 

 the Sam Davis picture under the aus- 

 pic^g^of the United Daughters of the 

 Confederacy. Sam Davis was a Con- 

 federate hero, and so this picture was 

 not only displayed locally, but through- 

 out the state. Eecently a series of 

 pictures was made of the state of Ten- 

 nessee, to be displayed at the San 

 Francisco exposition and throughout 

 this state, in which views of various 

 commercial firms were shown. 



Besides the use of moving pictures, 

 we have found that the display of 

 artistic advertising slides, picturing 

 some form of flower life, with the 

 firm's name, address and telephone 

 number, was also a paying method of 

 advertising. 



Street Car Cards. 



Beautiful street car cards have been 

 designed for the use of florists. We 

 have been using a series of them in a 

 space in every car in Nabhville, and 

 much favorable comment has been 

 made on their beautiful appearance. 

 We feel that this method of advertis- 

 ing, when combined with effective and 

 artistic display cards, is a valuable 

 medium. 



When we mail our monthly state- 

 ments, we enclose a beautiful monthly 



