Sl»M»MB»E"l^. 1914. 



The Florists^ Review 



PLANNING THE CAMPAIGN 



FOR TELEGRAPH ORDERS 



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7^ 



ORE business 

 is the con- 

 tinual aim of 

 the florist 

 who looks 



for his bal- 



aiH ( on the profits side of the 

 led^i'i'- The line which presents 

 the gieatest possibilities for de- 

 vcldjiiiient is the one which re- 

 ccivos most of his attention. In 

 the i'cld of the retail florist the tele- 

 graph delivery of flowers of all kinds 

 for 'ill occasions has come to assume this 

 position of importance, and the enter- 

 prising ones are devoting their energies 

 to boosting this department of their 

 business. Now, as the fall business be- 

 gins to open up, these are laying their 

 plans along this line for 'tie. coming 

 season. 



Inside the Trade. 



Tlic articles on the subject of tele- 

 graph delivery which have appeared 

 from time to time in The Eeview and 

 the work done to promote this branch 

 of the business by "F. T. D." Pochelon 

 and his associates have pretty thorough- 

 ly familiarized the members of the trade 

 with the facilities and customs of this 

 service. As a result, the organization 

 inside the trade is fairly well perfected. 

 The Review's index of retail florists is 

 the leading directory for consultation 

 by those sending orders, both in regard 

 to the number included and the number 

 who use it for reference; its list of over 

 230 names covers 150 cities of this coun- 

 try and Canada. Mr. Pochelon recently 

 • elebrated when his association passed 

 the 200 mark in membership, as an 

 event marking the progress of this 

 branch of the trade. The progress is 

 still going on, and the business grows 

 as each retailer puts forth more energy 

 in its behalf. But the energy that in- 

 freases the profits in this line is that 



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II III II 3 



wliicli is deN'oted to pushing the tele- 

 graph delivery of flowers with the gen- 

 eral public. They are the ones we must 



;interest to develop the business to its 

 utmost. Upon their knowledge and use 



*^f this set^^i depeiids the future' of 

 this branch of the trade. 



In this particular niatter, kno^yledge 

 on the part of the public is of great 

 importance. Not only must the regular 

 patrons of the florist be educated to the 

 more general use of this facility, but the 

 large number of occasional patrons must 

 be told of the service open to them. 

 There are few persons who make more 

 than infrequent use of the telegraph de- 

 livery. The greater part of the public 

 makes no use of the service, although 

 there are a large number whose material 

 condition and manner of living would 

 mark them as most likely to take advan- 

 tage of this facility. 



To reach these must be the endeavor 

 of the retailer who is alive to the possi- 

 bilities of this branch of the trade. His 

 aim must be not only, to tell them that 

 there is such a service at hand for their 

 use, but also to instruct them how and 

 to what extent they may t.^ke advan- 

 tage of it. 



The Possibilities. 



Telegraph delivery of flowers means 

 more today than ever before. The be 

 ginning and early growth of the busi- 

 ness was largely in connection with or- 



ders for the delivery of 

 flowers to passengers on 

 outgoing ocean steamers. 

 Now this is only one of 

 the many ways in which 

 this service may be used 

 to great advantage. 



The spread of the business fol- 

 lows the increase in the variety 

 of ways in which the telegraph 

 delivery is put to use. It is up 

 to the florist to suggest to his patrons, 

 and to his possible patrons, what these 

 many ways are. Steamer orders, funeral 

 wreaths and long distance remembrances 

 of the young man to his young lady do 

 not and should not limit the extent to 

 which wire orders may be utilized. 

 Make it plain to the general public that 

 flowers may be sent to friends and rela- 

 tives in distant cities as cheaply as and 

 more easily than gifts by parcel post, 

 and a tremendous field is opened to this 

 business. Once let the public know 

 with what little bother they may re- 

 member their friends in distant parts, 

 and a large and steady business in this 

 line is assured. Wedding gifts, birth- 

 day remembrances, anniversary tokens, 

 etc., can be of flowers, and these are 

 much more easily sent by telegraph de- 

 livery than are other articles by parcel 

 j»ost or express. 



How to Tell Them. 



Of course all this must be told the 

 ))ublic by means of advertising of one 

 form or another. There are a number 

 of ways, but some recommend them- 

 selves more to this use than others. In 

 making his plans for boosting this busi- 

 ness the coming season, each florist 

 must consider his own patrons and the 

 best way to impress them with this mat- 

 ter. He must keep in mind at the same 

 time, however, that more general adver- 

 tising will add to his list of regular cus- 

 tomers. 



Billboard Advertisement Used by a Prominent Cleveland Firm in its Campaign for Telegraph Orders. 



