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10 



The Florists' Review 



Bbptbhbeb 17, 1914. 



First-prize Decorative Group of H. G. Df Uemuth ttt the Toronto Exhibition Last Week. 



Postcards, circulars or folders can be 

 got up by the individual florist for his 

 own use, or purchased, ready to mail, 

 from publicity concerns, with the ex- 

 clusive circulation of them in his own 

 town. In getting up his own, the re- 

 tailer must remember that this is a su- 

 perior line of business and, to attract 

 the people who are most likely to be 

 interested, demands a superior grade of 

 work. Handbills or dodgers, therefore, 

 will not be effective. But a neatly 

 printed folder, or booklet, telling in a 

 detailed way of the organization of the 

 service and the many different occasions 

 on which it may be used, is bound to 

 have attention. These can be slipped 

 into the envelopes carrying bills, etc., to 

 patrons, without necessitating addition 

 al postage. 



Occasional, well arranged display ad- 

 vertisements in the daily newspapers, or 

 preferably in one good newspaper of the 

 town, are a good investment for the re- 

 tailer who draws his trade from a wide 

 area. With proper care as to the word- 

 ing, so that a clear, understandable 

 statement of the service is given, such 

 advertisements should prove the means 

 of drawing considerable trade. The 

 statement should be a full and detailed 

 one, however; the brief phrases such as 

 "Telegraph delivery our specialty," or 

 "We deliver flowers by telegraph any- 

 where," are quite clear to one who 

 knows the whole story, but to one who is 

 in ignorance of this facility they convey 

 nothing. Much has been said in these 

 columns of the steps that should be 

 taken to determine which of his local 

 papers is the best for the florist's use; 

 particular care should be exercised in 

 this instance, for the business can be 

 made to pay only by drawing a high- 

 class patrouage. When this is secured 

 the returns are handsome. 



Billboards and Windows. 



Billboards are fast coming into gen- 

 eral use among retailers, although the 

 aristocratic florist of ten years ago 

 would have held up his hands in horror 

 at the idea. The illustration on the pre- 

 ceding page shows a billboard used by 



a Cleveland firm to push the telegraph 

 business. Similar ones have been made 

 use of by retailers in other cities, to 

 good advantage. Given a good lay-out, 

 which it should not be hard for the 

 ingenious floljst to supply, a good sign- 

 painter can make an artistic showing 

 that will driiw people's attention and 

 consideration, If one makes use of this 

 form of advertising, he should see to it 

 that the position of his sign is a good 

 one. There are two extremes to be 

 avoided, one as bad as the other: The 



billboard should not be in an out-of-the- 

 way place, where it will not attract ihe 

 notice of the passer-by, but, on the other 

 hand, it should not be directly aloMg. 

 side the sidewalk, so close to the pedes- 

 trian that he cannot read it, and onl\ a 

 blur to the passenger on the passing c ir. 

 To be effective, the board should be in 

 such a position that it can all be taken 

 in at a glance. 



A more and more popular form of ad- 

 vertisement is the window display. 'J he 

 florists who have put the telegraph iciea 

 into a window decoration have pro.ed 

 its value and others are fast learning 

 of it. The popularity of the several 

 telegraph delivery windows which h; ve 

 been described in The Review from ti;ne 

 to time has been attested by the nmn 

 ber of notices of similar windows which 

 a|)pear in the news-letters of cities in 

 various parts of the country. Each Ho 

 rist adds something of his own, and 

 here and there an ingenious decorator 

 will transform one of the displays into 

 something quite different but equally 

 effective. 



At flower shows, county and state 

 fairs, in floral parades, etc., retailers are 

 taking advantage of the opportunity to 

 push the telegraph delivery of flowers 

 with the geiieral public. Energetic and 

 ingenious members of the trade are 

 using the means which seems to them 

 best for this purpose. Space has only 

 permitted a few suggestions along tliis 

 line, to show what the enterprising Ho 

 rist can do during the coming season, if 

 he will begin to lay his plans now. The 

 field is a large one and the opportuni 

 ties great; there are handsome returns 

 in sight for the retailer who will do his 

 part in its development. 



Randolph, Vt. — H. M. Totman uses a 

 handsome photograph of his store as an 

 advertising postcard, with good results. 



Part of Work Furnished by George Rye_for Funeral of a Fort Smith Banker. 



