30 



The Florists^ Review 



OCTOBBB 20, 1921 



value and several more points. Instead 

 of advertisinjf baskets of flowcrrf in a 

 general way, wliicli is also a vague way, 

 he tells about the Tisket-tasket basket. 



There is, Mr. Stuni[)p pointed out, a 

 double value in this, in that the adver- 

 tising not only sells $5 boxes, ferns or 

 baskets, but it also gives his store the 

 publicity lie would otherwise buy. 

 Kvery time he advertises the Hobby 

 box, he of eourse advertises Stumpp's 

 store. 



Besides tho advertising value it pos- 

 sesses, the $5 box has demonstrated 

 other virtues. It enables the florist to 

 sell stock that is plentiful, giving good 

 value for the money no matter what the 

 season. A five-dollar bill will not buy 

 the same quantity of roses at all seasons, 

 but it can buy as full a box of good 

 flowers if the variety is clianged. Mr. 

 Stumpp pointed out that the profit will 

 not be so large in winter, but it will be 

 correspondingly greater. He remarked 

 on the necessity of keeping boxes made 

 up at all times, for when one is put 

 together in the customer's presence and 

 requests for special flowers are followed 

 the profit disappears. The prime req- 

 uisite is that a reputation for good 

 value be established • and maintained. 

 Then patrons will telephone for the 



Hobby box without further thought and 

 the ease of sales will add greatly to the 

 number. 



From his advertising campaign featur- 

 ing these $5 specials, Mr. Stumpp stated, 

 he had doubled his volume of sales. He 

 had counteracted the former repute of 

 his store as an ultra-expensive establish- 

 ment. Yet the orders of large amount 

 continued to come in. While, he 

 thought, some $6 or $8 orders for a dozen 

 roses may have been changed to re- 

 (juests for $-5 boxes or baskets, at the 

 same time some $3 and $4 orders had 

 been increased to the popular figures. 



His price for the Hobby box and other 

 items had been fixed at $5, he said, be- 

 cause that had been demonstrated to be 

 the popular sum to spend for a gift. One 

 spent that amount with the least mental 

 consideration, whereas one stopped to 

 think when a price was set at $-4 or $6. 

 The psychological element counts a 

 great deal in such a feature as this, and 

 many questions regarding an item of 

 this character were to be answered from 

 the consideration of the customer's 

 mental attitude. 



The success of this method of adver- 

 tising impelled Mr. Stumpp to commend 

 it to brotlier florists as one that many 

 might adopt. 



McClellan, of the bulb department, ob- 

 served, "Very jjretty, but to find them 

 all black one morning would be agree- 

 able. It would stimulate the planting 

 of bulbs." W. M. 



AT TORONTO, 



MOTT-LY MUSINGS 



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J. V. Laver, Krie, Pa., commenting 

 upon the quality and (juantity of Hol- 

 land bulbs, ex]iressed the opinion that 

 the trade has the finest opportunity in 

 many moons to boost the sale, both for 

 I)lanting out and for forcing. The idea 

 was laid before the gathering of about 

 sixty meml)ers of the local florists' club 

 and taken up with enthusiasm, tlie point 

 being to advance publicity, evidently 



much in need. 



* * • • 



William Honeysett, of the Massas- 

 sauga Garden, Erie, Pa., has the usual 

 well grown stock for the holiday retail 

 trade and he looks for a steady return 



to normal. 



* • * * 



L. A. Eaton & Sons, Conneaut, O., re- 

 port an average season, 'with a well 

 grown stock to supply their store rc- 



(juirements. 



* • • * 



John Doi)bie, Niagara Falls, Ont., has 

 a snug establislnnent, the storehouse 

 and salesroom being flanked with a 

 range of glass, sufficient for ordinary 

 purposes. Close proximity to the bases 

 of supplies, Brampton and Toronto, ob- 

 viates the necessity for much glass. A 

 choice casket cover made of Rose 

 Premier was among several funeral 



pieces noted. 



* • * * 



The William Scott Co., Buff".alo, X. Y., 

 is in excellent shape for the season, al- 

 though, according to Mr. Scott, each 

 year seems to make production more 

 difficult, owing to surroundings. 

 " » • • • 



L. H. Neubock, Buffalo, X. Y., is re- 

 ceiving much favorable comment on the 

 new signs about the place, so prom- 

 inently displayed. 



* • • • 



Metz & Bateman, Toledo, O., have a 

 fine display of bulbs in bowls, that are 



selling well. Interest in fall planting is 



highly encouraging. 



• • • • 



The Cleveland Cut Flower Co. has no 

 complaint regarding the outlook. 

 ' ' While not so lively as it could be, sales 

 iire encouraging," observes Manager 



Williams. 



• • • • 



<';irl Hagenburger, West Mentor, O., 

 is recognized as the mentor of the Jeru- 

 salem cherry; in fact, the family of 

 sdlanum seems unlimited here. A giant 

 Cleveland and giant yellow, also one 

 with bushy, curly leaves are among 

 those of commercial value, and soon to 

 1)0 disseminated. Ordinary stock of this 

 variety, together with hydrangeas and 

 cyclamens, are in the usual fine shape. 

 "But," said one of our worthy con- 

 freres, "for cyclamen of the highest 

 grade walk over to C. Merkel & Sons," 

 which we did and found John Merkel 

 "with his boots on," as he described 

 the situation in the temporary absence 

 of his hustling brothers. "Proud to 

 show the cyclamens up to 8-inch pans, of 

 which one may have too many, it is 

 feared." Begonia Melior, tip-toppers, 

 showed high culture. Several houses of 

 Adiantum hybridum were throwing off a 

 smell of the woods and a grand lot of 

 young fronds, always in demand. Chrys- 

 anthemums were in fine shape. Carna- 

 tions were in crop, especially Laddie, 

 grown the second year and carrying four 

 times as many shoots as young plants. 

 The idea is to let the plants ripen in the 

 bed and then mulch„ cutting the plants 

 over once to make growth come even. 

 Assuredly Cleveland will be well taken 

 care of by her several efficient growers 

 this season. An unusual sight at this 

 late date is the gorgeous display of 

 cannas at the Storrs & HarrisonX^o. nur- 

 sery, at Painesville, O. As Manager 



"In a class by itself," commented 

 Henry Schrade, Jr., of Saratoga Springs, 

 X. Y., referring to the Dale Estate 

 range of 1,750,000 square feet of glass. 

 ' ' How envious we were to see the grand 

 lot of azaleas forbidden us! " 



Fred A. Danker, Albany, N. Y., him- 

 self a fortunate possessor of a model 

 range and of world-wide experience, 

 opined that the Dale Estate range leads 

 the world in equipment. 



Edward Tracey, Albany, N. Y., saw 

 many ideas in the storing and handling 

 of the product, which he will suggest to 

 the management of the Albany Cut 

 Flower Exchange. 



"Splendid idea, this getting to- 

 gether," observed W. C. Gloeckner, Al- 

 bany, N. Y., adding that the visit of the 

 Florists' Club of Albany to the range 

 of W. W. Hannell, Watervliet, was along 

 similar lines, not only keeping the mem- 

 bers in active fellowship and broadening 

 their views, but also posting them as to 

 the season's supply of blooming plants. 



George Wiegand, of A. Wiegand's 

 Sons Co., Indianapolis, in reply to in- 

 quiries touching the loan of the alli- 

 gators that have given his house much 

 valuable publicity, said, "Whoever 

 wishes to secure one or more must come 

 for them. What a sensation they would 

 create in the Dunlop window, for ex- 

 ample!" added Mr. Weigand. 



George Butterworth, Framingham, 

 Mass., had to be fairly dragged away 

 from the orchids at the Dale Estate. He 

 was one of the few orchidists in the 

 gathering. 



George Washburn, of A. Washburn & 

 Sons, Bloomington, 111., though suffering 

 from the effects of a felon on one finger 

 caused by the prick of a rose thorn, 

 viewed with delight the bench of Fred 

 H. Lemon's new rose, Angelus, at the 

 Dale Estate and commented upon the 

 music in the name and the beauty of 

 the subject. 



E. G. Hill, Richmond, Ind., comment- 

 ing upon the fact that one firm placed 

 an order for Angelus without seeing it 

 grow, said this was striking evidence 

 that reputation and publicity count. 



A pilgrimage to Richmond Hill to see 

 A. N. Picrson's new rose, Priscilla, 

 growing at the range of Dunlop & Son, 

 was in itself a delight, apart from the 

 Dunlop creations interesting in them- 

 selves. A sport from Columbia, a yel- 

 low Ophelia and F. W. Dunlop are a 

 trinity of stars. The latter illumined 

 the tables around which a thoroughly 

 appreciative crowd gathered at the sev- 

 eral bountiful feasts furnished by those- 

 hospitable hosts, the florists of Canada. 

 W. M. 



PENN USES LIVE MODEL AGAIN. 



Penn the Florist, of Boston, has ideas 

 about advertising, but that's not all. 

 He carries them out in a unique way. 

 He knows, too, that if people's hearts 

 cannot be reached in one way, they can 

 in another. He had a real, live model in 

 his window again a week ago. The 

 scene was a bit of Holland, with wind- 

 mills, tulips and a little miss with flaxen 

 braids sitting in the window, knitting; 

 merely to add local color to the back- 

 ground. 



