NOTBHBEB 6, 1908. 



The Weekly Florists' Review. 



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ADVERTISING 



FOR FLORISTS 



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HOV KRAMER LOOKS AT IT. 



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The Editor's Foreword. 



P. H. Kramer, who, by the 

 president of the Washington Florists' 

 Club, is original in all that he undertakes. 

 Whatever he does is done in a large 

 way- — including advertising. He has 

 made a fine success in his business — with 

 a liberal use of printers' ink — develop- 

 ing it along lines in keeping with the 

 modern tendency .foward large volume at 

 moderate prices, rather than along the 

 lines followed by the retailers who have 

 catered only to the wealthy. 



Believing that the increase in produc- 

 tion tends away from the old methods of 

 marketing cut flowers and plants, the 

 Eeview asked Mr. Kramer for his views 

 on the subject of the department store 

 method of advertising for a retail florist. 

 Here is his reply: 



Eggfs Under the Hen. 



In answer to your question, "Does my 

 advertising pay!" I want to ask if you 

 suppose for an instant that I am con- 

 stantly pulling off double-page, full-page 

 and half-page ads just to satisfy my 

 vanity by seeing my name in print, or 

 out of a spirit of charity for needy news- 

 papers! No! Sirl Not for me. I'm 

 after the dollars. 



A man who whispers down a well. 



About the goods be has to sell, 



Will not reap the golden, gleaming dollars, 



As one who climbs a tree and hollers. 



When I was down at the foot of life's 

 ladder I used to put eggs under a setting 

 hen. Not to tickle her vanity, but to 

 produce more chickens. 



I applied the setting hen idea to adver- 

 tising. Placed hundreds of dollars in 

 printers' ink, and hatched thousands. 



Newspaper advertising is the kind for 

 retail returns. The " newspaper — it's the 

 one place people go every day. 



Now, don't let me mislead you to 

 thinking that advertising is a magic way 

 of making money. 



You can't produce healthy results 

 from poor advertising any quicker than 

 you can hatch healthy chickens from bad 



Must Pick Out a Good Hen. 



I try to exercise the same great care 

 in selecting mediums and advertising 

 copy as I formerly used with hens and 



eggs. 



While there are four "best" news- 

 papers in Washington, I use only one — 

 "the best" 



Some people think it mighty hard to 

 determine which medium is the one for 

 them to use after several clever solicitors, 

 representing as many propositions, get 

 through with them. 



I go further than the little piece each 

 of t£ese copy rushers speaks — right to 

 the newspaper itself. 



You can judge the character of a 

 newspaper's circulation best by examin- 

 ine its columns, 



being the one paper 

 of the kind of people 

 ness with. 



reaching the most 

 I want to do busi- 



A Bie Ad in the Best Paper. 



No doubt there are some would-be 

 patrons reading the other papers, but not 

 in sufficient number to warrant the cost 

 of advertising. 



Better a big, strong, attractive ad in 



The Question of Copy. 



In raising chickens, I always used to 

 set a hen on her own eggs. In that way 

 her actual laying and hatching worth 

 were quickest realized. 



This idea I applied to advertising — 

 made the advertising hen (the news- 

 paper) set on her own eggs. 



I did this by using advertisements pre- 

 pared by the newspaper's own "copy" 

 department. 



I argued with myself this way: 

 "Kramer, you know flowers as a florist 

 — newspaper man can't tell you anything 

 about how to grow stock. Now, why 

 shouldn't a man who has made the prep- 

 aration of advertising copy his life 

 work be able to produce better-pulling 

 advertisements than you could? If the 

 copy man is onto his job, he knows how 

 to touch the responsive chord in the 

 readers of his paper as effectively as you 

 know how to force flowers. Try out such 



, KmiT ccnm 4, ink 



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"EVERY FLOWER ^ ^ ^ 

 \^ ^ Jt A STORY UNFOLDS" 



The Itimt flowtre that bloom In Washington owe 

 their betutif ul existence' to the untiring energy and patitnce 

 o( F. H. Kramer. Each one tells a .ttory in Its own 

 original way of the worlcings of a sympathetic brain, deli- 

 cately attuned to beauty, with an analytical aUllty o< high 

 degree worlcing wijh the orie object In view— floral per-, 

 lectloa 



Aswciated with thrs pftt. master ol the Art of Flori- 

 culture Is one of the largest end most efficient suffs of 

 expert Floriculturists. Each a specialist in his line, de- 

 voting his entire time to the various stages of develop- 

 (hent of certain specimens. The result is advancement 

 Ip si«i and shades of flowers unequaled by other florists. 

 >. This same spirit invades the display rooms where the aid 

 'of enthusiastij salespersons who "know flowers" is at the 

 service o( purchasers undecided as to what is best for 

 their jitrticular requirements. 



The New Yellow 9?p5e 



KRAMER'S PET* 



A marvel of shade and shape 



Another triumph added to a long and ever-lrtcptasing list of floral accomplbhmenti; 

 A delicately colond and daintily proportioned bloom, well worthy the time and energy 

 Mr. Kramer has^ spent in bringing to a point of realization what has long been an 

 unaccomplished inspiration among noted horticulturists of both hemispheres. What 

 others have sought after in vain. Washington's foremost florist has attained— a perfect 

 Yellow Rose. This roee is of a wonderfully rich, dark yellow, with kmg, stately petals 

 nesUIng cknely together. The outer petals are of a lighter shade of yeUow, but 

 toward the center of the fiftwer the hue becomes darker. 



The Largest and Host Varied Assortment of Croway 

 and Cat Fbviers in Washington 



Rare spechnenj are always to be found at KRAMER'S, in aftd Out of IMtaL 

 Cfewing plants are ao nurtured as to Insure the best obtainable restilts when trana-, 

 plaated, while the cut fknvers are always freshly- clipped, and liave been fonad with 

 the Idea of producing bkwms that will last kingest after cutting. Betauw Kramer 

 "Ijpmt Hit Own Flowers, " and the immensity o( his business, enables purchasing of 

 him at prices that nwan a considerable saving. , The same careful attentkm it given all 

 orders, whether large' or small. 



Vour inspection is invited at all timet. 



WlKB Yoo Tbink of Flowen— Tbiok «f KRAMER 



F. H. KRAMER, IbeFiorist 



"Who Crows His Ovn fUftun" 

 9J«FS«.N.W. Branch Store 722 WiScN.W. Stand in Cmtar Market \\ 



45 ■ — :^ft— -i_ ■__-—. 



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Full Page Newspaper Advertiacment from Washington Sunday Times. 



the best paper — the one that reaches the 

 most of your kind of people — than a 

 little, weak ad-f-that you have to hunt 

 for, yourself — ^in all four * ' best ' ' papers. 

 Anyway, in every town, and in every 

 line, the one really best paper pretty well 



._ covers the field. You don't miss many 



pick the Times in Washington as I buyers by concentrating your fire. 



a copy man, and keep your own fingers 

 out of his pie." 



So I sent for the Times copy man. 



In came a little fellow so demure he 

 couldn't sell dollar 4>ills at a quarter 

 apiece, and I began to think I had better 

 write my own copy if I wanted any red 

 blood anv.1 money-pulling vigor in it. 



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