14 



The Florists' Review 



< Kiul;!.!: 7, I'Jl'i. 



ciu'iyv- iiiMilc .M(i1lici>' (liiy. A little 

 piisli iiiMv |ii(i\(' )ir(ilit .'I lilc ill this case. 



FLOATS THAT ADVERTISE. 



Greenhouse Float, a Real Ad, in an Oklahoma Industrial Parade- 



■^(ilij 111 liiin w in'ii 111' ''liters tin' store. 



Haskt'ts (il autiiiiiii lldwers make a 

 ;^(i()(l (iisplay at this time. To more 

 easily draw attention to Ihem, the wiii- 

 ijow decorator may aiid somethimr such 

 .-is tlie cornucoiiia in the aiituniii win- 

 dow of Iloyt J-Jros. ('()., S[ioUaiie. Wash., 

 which is reproduced on the j)receirni;i' 

 paj;e. Tliis horn of jdenty was six feet 

 loiij; and made of <)ie;.'on fira|ie, or 

 inaliuiiia. apples, wheat and yellow 

 chrysantheiniims. Out ot' it poureii :iii 

 ahuiidaiice of fruit, \ ejictaldes, lias- 

 kots of tlowers and hloominy plants. 

 Tills proved a ;^ood window lOr the liar 

 vest season. 



Otlier window fe;itiires similar to this 

 will ri'adily occur to the decorator. The 

 arrival of the I'ootliall season otl'eis op 

 portiinit ies, esjiecially in ;i collejre 

 town. The woihl's seiies ;ind \arious 

 city seiies of liasehall also present sui^ 

 ^jestions. Other things besides sports 

 may he featured as w(>ll. The three 

 l>oints to lie lioriie in mind ;ire: .Make 

 the window season.'tlde, use autumn 

 tlowers, :inil .•liin to i^et new tr.-ide he 

 tOre people have hecome accustomed to 

 the ahseiice ot' llowers ajfain. 



NEW HOLIDAY FOR FLORISTS. 



M(dhiis" day and .Memoiial dav ha\e 

 jpro\ed so pidtitahle to thuists that the\ 

 will at lea^t ■onsiilei with interest the 



proposal of a new liolidax', called Mem- 

 or\ "lay, h\ a .Mi(dii^an man. The 

 ori^Mii (it' \x i-eminds one ot' that of 

 Mothers" day. .1. T. Daniells, (d" St. 

 .lohiis, .Mi(di., having' lost hoth his 

 wite :ind his only cliihl, was filled with 

 the desii(> of hetteriiijjf the cemeteries 

 and he;nitit_\inj,' tlie fiiaxcs tlieroin. 

 With this juirposo in \ii>w, he offered 

 ;i res(dution to the Michigan State 

 .Association of Farmers and to the 

 State (iranjje. The Michi^ian lefjisla- 

 tiire took- the matter up at the follow- 

 ing; session, and now the "Governor of 

 .Michiy;in has set apart Se|)temher Iln 

 as Menioiy day. .Mr. Hanitdls is lioi)inL; 

 that ('on;fress will comply with the re- 

 <|uest to ileclare it a national day. It 

 is not to he a leyal holiday, hut ineicly 

 a matter of sentiment. 



So lonjr as cemeteries continue to ex 

 i-^t tlie\' should he cared foi-, and not 

 allowe(| to hec(uiie weed |patches. .So 

 tar the idea is a j.:iiod oiu'. Hut if the 

 ■ lay is to he n <lay of jdantin^ vines 

 and tlowers, and not merely one ot' 

 wee(l-pulliiij{, there arises the (juestion 

 whether the sjirini.', r;ither than the cml 

 ot' Se|itenihei-, is not the season for 

 ^iich a holiilay. 



.\"() matter what the time ot' \('ar, 

 lio\\t'\<'r. it will jiay the llorist to he 

 .•inionLi: the leaders in his c(unmunity in 

 ;id\ ocatintr such ;i dav. Florist^' 



How an Illinois Florist Advertised bis Business in a Parade. 



Prizewinners Not Always Best. 



W this time ol the year, when in- 

 dustrial, municipal and husiness-hoost- 

 in;^' paijides ;iie .'ilniost as nuinei-oiis as 

 ;ire the cities ;nid towns in the I'nited 

 States, a, I'ew words rt'i^ardinj.' trade 

 lloats, t'roni an ad\ ci tisin;^ .standpoint, 

 will he timely. 



It is apparent, from [diotoj^raiilis of 

 trade lloats recei\ed li\' The IU'\iew, 

 that iiiaiiN' llorists who participate iu 

 parades do not always utilize the t'ae- 

 tor that is ol' hii^h .ad'. ertisiiiL; value — • 

 the tliiiiL; that will iin mistakahly ad- 

 \('rtise the tlorists' husiii("-s. The 

 trouhle is that some Ihjrists aic too 

 confident that lloweis are highly typi- 

 c;il and represent;it i\'e of the llorists' 

 hiisiness. As a matter of fact, tlie ma- 

 Joiitv ot |i(M)ple do not clearly asso- 

 ci.'ite llowM'rs with the florist, any more 

 than they would eh'arly associate ji 

 score of jiretty yirls with the tt^lephono 

 business or a. waj;on load of hooks with 

 one of the local hook sho[)S. 



For instance, .lohn Smith, llorist at 

 10(1 .Main street, may bedeck his little 

 lleniy Ford with humlreds of fjladioli 

 and asters an<l biin<f homo lirst prize 

 as the best exhibitor, but he is not 

 ifettinjf all tht> advertisinj^ he could, 

 at least not enoujjh to warrant the ex- 

 pense he has been to. The crowd and 

 jud^fes {jreatly admire Smith 'a float, 

 hut they do not associate the flowers 

 with Smith's store. The public's in- 

 terest is centered on the display as a 

 beautiful jiicture, and what is seen of 

 Smith 's siiiii at the top is soon for- 

 y^otten. The beauty of Smith 's float 

 defeats its jmrpose. It distracts the 

 attention of. the crowd from the fact 

 that the float is .John Smith's, and the 

 flowers are tlu' kind that .lohn Smith 

 lianclles. To make a float an advertis- 

 in^f success, somethin<; more ty|)ical of 

 the business than flowers must be 

 used, .lohn Smith 's float woubl almost 

 serve Harry Smith, cosmetics, or Wil- 

 liam Smith, <iioc(dates, as well. 



Floats Should Typify Business. 



Now, had .lohn Smith nst'il a minia- 

 ture facsimile of the exterior of his 

 store, with flowers in the small display 

 wiiiclows, he W((ul(| have \i\iilly ac- 

 «|iiainted the spectators with the na- 

 ture of his business, the name of his 

 business and the location ami ajijiear- 

 .•ilice (d' his stoic. The llojit vvoilld 

 ethciently adxertise .lohn Smith, and 

 not, .-IS in the former ca^e, merely 

 please thf> senses (d the crowd. In plan- 

 iiin;: .'i tlo.'it it Woubl be well to bear 

 ill mind that the first consideration 

 should he, ''hoes m \- llo;tt thoroii;ihly 

 adveitise my business';''" and not, 

 '■Sh;ill I will one of the pii/es.''' 

 There i< a. \ ast difference between the 

 t wo. 



Two Trade Floats That Won. 



There recently ha\e come to the at- 

 tention of The li'e\ iew the floats of 

 two florists who seem to ha\e caiif^lit 

 file liylit idea. They are the work of 

 the llnid Floral Co.. of llnid. Okla., and 

 the Freoport Floral Co., of I'reepoit, 

 111., both <d' which are reproduced here- 

 with. 



The float of the Knid Flor.il • o. took 

 second prize in an iiidiistri;il p;iiade 



