16 



The Weekly Florists^ Review^ 



May 19, 1910. 



j'ly ■without limit. Tliere is, no line of 

 niprchandise which can be advertised in 

 s > many different ways with such uni- 

 formly good result. While many florists 

 wlio advertise ignore funeral flowers on 

 the principle that if you can induce peo- 

 ple to buy flowers at other times, they' 

 art- certain to order for funerals, still it 

 is possible to advertise funeral flowers 

 in a way not offensive to good taste. 

 Every other phase of the flower business 

 lends itself readily to all forms of pub- 

 licity. 



The daily newspaper is the best of all 

 inhertising media for the retail florist. 

 You can do in newspaper space anything 

 yuu can do by circular or letter; the 

 only difference is that when you talk 

 through the newspaper you address all 

 tlio people who see your advertisement, 

 at a cost much less than you could ad- 

 dross them individually, by circular, let- 

 t<n- or in person. 



Pushing Memorial Day Sales. 



!n the big cities the cemeteries run 

 their, own florists' departments and do 

 all they can to keep out other florists, 

 but in the smaller towns the florist 

 usually can get ready assistance from 

 the cemetery officials — they like to have 

 the florist get as much work as he can 

 in their cemetery, because it improves 

 the general appearance of the place. In 

 such a cemetery the florist should have a 

 complete record of the burials, just as 

 the cemetery officials have. Then he can, 

 along in , May, send either a circular or a 

 letter tctCach lot owner, calling attention 

 to his facilities for placing flowers on 

 cemetery lots on the morning of May 30. 

 He should quote the price on loose flow- 

 ers placed in vases, on two or three dif- 

 ferent styles of bunches, on such suitable 

 designs as wreaths, crosses, etc., and if 

 a printed circular is used it is a good 

 plan to show cuts with the prices. 



()ne florist who has worked up a big 

 Memorial day business has advertised 

 along the lines of selling his services, as 

 well as his flowers. He found that a 

 good many people who bought loose cut 

 flowers May 30 to take to the cemetery 

 did not know what to do with them when 

 they reached the burying-ground. The 



Phone us your orders 

 for Cut Flowers, or 

 Floral Offerings. They 

 will not only be pains- 

 takingly filled but they 

 will be delivered on 

 schedule time. Our de- 

 livery service is almost 

 perfect; our patroins 

 nay count on receiving 

 iiverythlng that's com- 

 ing to them — and even 

 more. 



AlpkA 



FLORAL COMPiWr 



1103 WAJ.NUT5T. KCHO. 



Delivery is Important. 



cemetery vase partially solved the prob- 

 lem and gave the florist a few cents ad- 

 ditional profit, but it did something bet- 

 ter than that when it offered a sugges- 

 tion. The next year the florist had on his 

 counter some flat sprays made up of 

 various flowers and at various prices. 

 These were shown to buyers at Memorial 

 day and many preferred them to loose 

 flowers. The following year a circular 

 was sent out showing cuts of the sprays, 

 made of carnations, roses, peonies and one 



jpwi^ers^forjjecomti 



The annual placing of wreaths 

 on the graves of the departed 

 ones as a silent tribute of esteem 

 is an American custom yearly 

 growing in universal approval. 



We mention for Decoration Day 

 wreaths of galax or magnolia 

 leaves together with any desired 

 fresh flower as being very desir- 

 able, also wreaths of boxwood, 

 immortelles and everlasting flow- 

 ers. Send for price list. 



^ 



A. LANGE, Florist 



Tel. Central 3777-3778 44 E. MADISON ST, 



or two other flowers, with prices quoted 

 under the cuts, and text offering to de- 

 liver any of the sprays on the morning 

 of May 30, either placing on a grave at 

 the cemetery or delivering to the buyer's 

 residence. It was found that some pre- 

 ferred to have the florist make the trip 

 to the cemetery, while others preferred 

 to take the flowers personally. 



Such efforts invariably result in in- 

 creasing business. Those who have given 

 study to the selling end of the business 

 have discovered that it doesn't so much 

 matter what one does so long as' he does 

 something. Some efforts are productive 

 of better results than other efforts, but 

 every effort produces something. 



FOR DECORATION DAY. 



Eetail florists do too little newspaper 

 advertising. The Review has shown 

 what is being done in this line by suc- 

 cessful retailers in the hope that it would 

 encourage others to work along similar 

 lines. ' 



As the saying goes : ' ' Do it now. ' ' 



DELIVERY. 



Daily Newspaper Advertisement of a Down-town Chicago Retailer. 



Were you ever at a funeral where pro- 

 ceedings were delayed, awaiting the ar- 

 rival of flowers ordered by the family f 

 It never happened, you say? But it did I 

 And the florist who was responsible now 

 is out of business! 



Perhaps it wasn't delaying that par- 

 ticular funeral that put that particular 

 retailer to the bad; doubtless it was his 

 general method, that the incident illus- 

 trates. 



With the average order for flowers 

 there is nothing whatever that is more 

 important than prompt delivery. No 

 matter how fine the flowers, no matter 

 how artistic the arrangement, if their 

 non-arrival delays the wedding, the din- 

 ner, or the departure for the theater, the 

 florist need never expect that customer to 

 return. 



If you are sure of the perfection of 

 your delivery service, it isn't a bad 

 thing to advertise. 



TELEGRAPH ORDERS. 



With the increase in the importance 

 of Memorial day has come a large de- 

 velopment in the business of exchange 

 orders between florists that day. Many 

 people have relatives or friends buried 

 at a distance, whom they wish to remem- 

 ber May 30. Also, many organizations 

 cause wreaths to be placed upon the 

 tombs of the noted dead. Betail florists 

 everywhere can encourage the Memorial 

 day business by making known their 

 ability to place flowers on graves any- 

 where in the United States. The ex- 

 change of mail or telegraph orders be- 

 tween florists has increased at a marvel- 

 ous rate the last few years, but it is 

 capable of ^till further development and 

 Memorial day offers one of the best of 

 opportunities. 



Two methods are available in addi- 

 tion to the use of newspaper space. The 

 least expensive method is to have a sign 

 painter make a small, neatly lettered 

 sign for your window and another for 

 your store. The second method is to 

 have a neatly printed or engraved card 

 prepared in advance, to be mailed or de- 

 livered to prospective buyers. 



SoMERSVPORTH, N. H.— G. S. Ramsberg 

 has engaged extra help for Memorial day, 

 in anticipation of the increased demand. 



