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SHALL try to treat this 

 subject from the standpoint 

 of secretary of the Florists-' 

 Telegraph Delivery, an as- 

 sociation which has done a 

 great deal of work in the 

 way of publicity. So far, 

 of course, every member has been do- 

 ing his or her share in their different 

 localities to draw their patrons' or 

 would-be patrons' attention to the tele- 

 graph or out-of-town service, and the 

 results gained in ' the last few years 

 have been much "beyoad expectation. 



Must Indorse Florists. 



This much for the introduction of 

 the points which I will bring out now. 

 If the florists throughout the country 

 can be indorsed in a national advertis- 

 ing campaign, drawing the public's at- 

 tention to the Florists' Telegraph De- 

 livery shops all over the country, and 

 the public impressed that F. T. D. not 

 only stands for telegraph orders, but 

 also for the best 

 service, promp test 

 pay, surest and most 

 honest delivery that 

 can be obtained in 

 the florists' trade of 

 today, ' much good 

 may be accomplished. 



Immediately after 

 reading the above 

 lines you may think 

 that I am too much 

 F. T. D., but that is 

 not at all so. Just 

 remember that every 

 good retail florist in 

 the United States 

 and Canada has the 

 same right to join 

 the F. T. D. and work 

 with us, not alone for 

 his or our benefit, 

 but for the good of 

 the florists ' trade. 



Today you may 

 consider the F. T. D. 

 a pretty good or- 

 ganization of the 

 sales department in 

 the florists' trade. If 

 you want to under- 

 take a national cam- 

 paign, you will have 

 to get a body of re- 

 tailers who are busi- 

 ness-like enough to 

 see the benefit of 

 such a campaign, 

 and who will get up 

 a fund to spend for 

 this advertising. 

 This fund must be 

 guaranteed before 

 any attempt to spend 

 it is made. This 

 campaign must go 

 through periodicals 



A paper by Albert Pochelon, Secretary of the 

 Florists' Telegraph Delivery Association, on "The 

 Necessity of National Publicity to Advance the 

 Interests of Ctouiinercial Floriculture in the 

 United States," presented at the San Francisco 

 convention of the Society of American Florists. 



as well as thirough local daily papers. 



For many years the relaying of or- 

 ders has been, you might say, limited 

 to steamer deliveries in New York and 

 to funeral work, but the day is here 

 when this relaying can be applied to 

 every occasion for which we sell flow- 

 ers in our shops. 



Many a retailer has shipped flowers 

 from his town for 100 or more miles 

 and felt that he would rather make 

 the sale than relay the order. Has 

 he gained anything by so doing? No, 

 he has hurt the florists' trade. In al- 

 most every irf(fcance, these shipments 

 have arrived ^■fcrly, whereas, if the 

 man in the tjfjfKfStive town had made 

 the delivery, ^if[ patron would have^ 

 received the tun value for his money, 





Albert Pochelon. 



and the florists' out-of-town service 

 would have been advertised. 



Do not forget for one moment that 

 you may do $10,000 worth of advertis- 

 ing and then not be able to deliver the 

 goods right. In such case you will 

 do more harm than good to the florists' 

 trade. I therefore advise, first of all, 

 before any national advertising cam- 

 paign is begun, that the society ascer- 

 tain who can handle and deliver tl 

 goods the best and then back up 

 advertising. I should hate to thii 

 that an order sent 'by me to a broth^k^ 

 florist in another town would not }^ 

 handled as conscientiously as I woula 

 fill it myself. ^ 



Boost Trade, Not Self. ^ 



■' There is absolutely no doubt in my ' 

 mind that our trade is still the least 

 advertised of many a trade. It seems 

 a great many retailers are waiting for 

 some one outside the trade to advertise 

 their goods, and you may rest assured 

 . . ., •,, they surely will have 



a long wait. 



If we had 500 re- 

 tailers about the 

 country like Henry 

 Penn and a few 

 others whom I could 

 name, who have spent 

 money on a large 

 scale for advertising 

 and yet have done it 

 cautiously, the whole 

 florists' trade would 

 gain a great deal. 

 But, instead of be- 

 ing thankful to such, 

 men, what do a great 

 many narrow, jealous 

 retailers dot They 

 knock, criticise, and 

 run down the many 

 advertising florists. 

 At the same time 

 they forget that if ,, 

 all the people the ad- 

 vertising florists have 

 made flower buyers 

 of should go back to 

 the advertisers ' shops 

 for everything they 

 need, they could not 

 handle the business. 

 Many a man and 

 woman have I in- 

 duced to use flowers 

 on their tables,' and 

 if all should come 

 and trade with me 

 alone, I could not 

 handle all the busi- 

 ness. 



Let each retailer 

 make up his mind to "' 

 cultivate a want for 

 flowers on occasions 

 when people do not 

 [Continued on pasre 98.] 



