i«PFi-- <■• 



14 



The Florists' Review 



Februarv 5, 1914. 



— advertising paid for by subscriptions 

 from a number of florists in a com- 

 munity. This suggestion was taken up 

 in seveial cities and used to splendid 

 effect, but nowhere more-, intelligently 

 than at Columbus, O. 



What Columbus FloristB Did. 



The way the florists ■«£ Columbus took 

 hold of the idea was the subject of^^the 

 leading article in The Review for Feb- 

 ruary 20^1913, and this article has had 

 scarcely less effect than the St. Val- 

 entine's Day Number itself in encour- 

 aging publicity work. "After read- 

 ing the St. Valentine's Day Number 

 of The Beview, " said T. J. Ludwig, 

 manager of the cut flower department 

 of the Livingston Seed Co., "it seemed 

 time for me to get busy, so I called on 

 all the florists^ could conveniently 

 reach, got them Migether and to go in 

 on a general advertisement in three of 

 our daily papers. In all $132 was con- 

 tributed to the fund, by twenty-one flo- 

 rists. This paid for a good sized space 

 in each of three papers. In addition, 

 the Qhio State Journal took the matter 

 up aim got ten of the florists to go in 

 togetlr^r on a full page printed in two 

 colors, which, I understand, cost $200. ' ' 

 The result was that ,in Columbus last 

 year February 14 was "like another 

 Christmas," as theL. Columbus corre- 

 spondent put it. He said the trade was 

 * ' something wonderful ; a regular clean- 

 up. " The Beview used three pages, 

 with illustrations, to bring the story 

 conspicuously to the attention of those 



who faile^ to take advantage of the 

 opportunity last year. The result was 

 that hundreds made up' their minds then 

 not to let the day pass again, and since 

 Christinas the effect has been apparent 

 in the advertising columns of The Re- 

 view, supply houses and ribbon dealers 

 early beginning to offer St. Valentine's 

 day novelties. Now the cut flower men 

 are at it and next week the retailers, 

 having prepared themselves, will tell 

 their story to the public. Watch the 

 business jump. 



Everybody Doing It Now. 



The* Eeview set the St. Valentftie's 

 day ball a-roUing — now everybody is 

 giving it a push, each according to his 

 opportunity, enterprise and ability. The 

 more the merrier! 



It is in work like this that a trade 

 paper shows its usefulness, its value to 

 the trade. And it is in the response to 

 the special articles in its paper that the 

 trade shows the keen perception of its 

 members and the ready recognition that 

 its favorite journal is fulflUing its mis- 

 sion of showing how to miake two dol- 

 lars grow where only one dollar grew 

 before. 



AN APPEAL TO BETAII^BS. 



In view of the general possibilities 

 wl^ich might accrue to the benefit of 

 general flower trade, it behooves all 

 of us in the retail business to make a 

 special appeal for St. Valentine's deliv- 

 ery orders. The mails are loaded at 

 this time with thousands upton thou- 



sands of presents which are far infe- 

 rior to flowers and, with the proper 

 spirit of cooperative and individual 

 advertising, there should be a decided 

 gain in this portion of the business. 

 The membership of the Florists' Tele- 

 graph Delivery has grown decidedly 

 within the last few months and it is 

 those members in particular to whom 

 I issue the request that they devote a 

 liberal amount of their St. Valentine's 

 day advertising to this cause. 



The reports from the several parts of" 

 the country At Christmas indicate a 

 phenomenal growth^i^ telegraph orders, 

 and it is altoge^h^ likely to do" a great 

 deal more d!a-%ture instances. 

 - The Florists' Telegraph Delivery 

 needs the assistance of individuality in 

 advertising, it needs the personal ap- 

 peal made to the patrons of the thou- 

 sands of shops throughout the country, 

 and the result will be a great one finan- 

 cially. Irwin Bertermann, President. 



ADVERTISING A FLOWER STORE. 



I would like to get ideas of several 

 successful business men in the trade 

 who have done considerable advertising,, 

 on the following proposition: If I have 

 a certain amount of money, say $5 per 

 week, to pay for advertising in a local 

 daily newspaper, which would prove 

 the most profitable, a small insertion 

 daily or a larger insertion weekly or 

 once in two weeks? L. R. K. 



Without fuller details of the situa- 

 tion it is impossible to give an inteili- 



The Florists' Rtvkw 



juoiBt M, itia. 



The Florists' Review 



u 



MAKING ANOTHER j^< 

 SPECIAL FLOWER DAY 



How the Fiorwti of Columbus. Ohio, boosted their St. Valentine's cUy sale* by acting 

 on tuffeationa in the St. Valentine's day Special Number of The Review. 



r^PIHE i«*w« of Tb« R«vi«w for 



e I a ■P«<^**l 6t ValfBtiM'a da.v 

 n A n BUBbcr, a> ii taid, "to ftt 

 IV— —/I 10.000 flnriitt Mrh U> do it 

 ittmt a litti* tomaUiiic lo »t 

 tritrt thf AtlMtioD of tbe public to th" 

 B)>|<ropntltapM of llowrra for ow *» 

 valrstiKM " 



At t%Tly u tk# IMU« of P»bru«r]r ]3 

 It wM Men. from ■«»• UlUra aid cor 

 rr»poBd«B<>v, thai tbr i<l*a bad 

 b^n taken up fvavrally hy tbf 

 (rad« froBi tb« AUaalir to *thr 

 Pacific mad that, ■• a raault of 

 the ncgntiou la Tbe Rrvi«w. 

 tbe pvDiic was lo b« awakesed 

 lo omt mora of lb« uaM of flow 

 rrt a* ' ' iiitaa*a(fr« of acati 

 meat." How tboroucUjr il 

 worked to adraaUfe of la« tradf 

 )■ apparvDt in today'* iaaur. 



In tba iiiA)ortty of caaM ibr 

 exploitaliOD of Ht. 



of tbe donaU to fo ia togetkar on a 

 full t—fe pnatrd in two rolova, wbicb, 

 J und«'«Iaad, coat $-00 " 



Two of tbe e%eBiBf pap^^a of Pabru 

 arv 13 carried the cooperative adver 

 tiaemeBl aad tbe Stale Jouraal bad it 

 OB tbe monnsf of Ht. VBlealine'a day, 

 IB tbe aane iaaue wilb tb« fall psjfe 

 ID two color* Tbe lay out. copy bbJ 

 cult wer^ all diffarenl, worbed out by 

 tbe oewapapcra collabarBtiDf witb tb* 



Valeatiac'i 

 dMv waa uadertakea ai a purely 

 individual propoiitioB — eacb re 

 lailer did what occurred to bin 

 at beat for hit owa buMaaaa. 

 Soma did BO more tban decorate 

 tbe ibow window Otbera aaat 

 out maitiBf carda, priatcd ac 

 cordiog to peraonal idaaa of what 

 w«B fltUng Otbera wr«ta letter* 

 to (.-aatoinerM. Otbera oaed die 

 play ■dvcrtieeoieoti ia their lo 

 cal papera. But tba beat reaolu, 

 apparcatly. were obtaiaed where 

 cooperative publicity waa tried, 

 in charge of a eotniaittca or in 

 tbe baada of aome procreBtive 

 ia<lividuBl who waa aufllcientlv 

 ^euthuaed to ((et the ftoriita of 

 bin town logelber. 



All through tbia »«ue of Tbe 

 Review, IB practically every 

 Deni-lettcr, tbere are refereDce'e 

 to the publicity- weik that waa 

 doDe, aad to ita aucceaa — it 

 oc\er failed— but at probably 

 no other place waa it Ubea up 

 jn •uch buMBasalike faibion, or 

 with- BUih good reaulta, as it 

 ColumbuM. u. >Vb»t waa done 

 there, and how it ttimed*wut. i* 

 the ^Hbjrct of tbia article 



L«t T. J l.udwif, Maaagrr of 

 tbe cot flower dapartneat of the 

 UviBfatoa Saad Co., t»t1 biw 

 II itarftad: "After raadiag the 

 8l Valaatiue'a NMsber of The 

 Beview," aaja Mr. Lsdwig, "it aaenett 

 tiow for m» to (at buay, ao ] called »d 

 all tbe flortata I could coavrniently 

 reach, (ot tbMi tagvtbar aad to (o in 

 OB a (caara) advarUaaoieBt ia three of 

 •or daily papara. la all fll32 waa cob 

 trtbBted to tha faad, by iweiiiy one 

 flortata. Tbia paid far aaa iaaertioa of 

 n (oad alaa4 aMat ta «a«h af three 

 paper*, la aMitioa, the Ohi« Sute 

 JfiiirKiil ta«k tbe aiatlep^Bp ■••! jrot ten 



Om altW Aia that llaia Ftk. t* *XAt Aaafbcr Ckriatmaa.' 



floriat^ Eacb aa« waa axcaUaat, tba 

 oaly peaaibta a«Kg«itioii for betUf aat 

 beiaf aa to tba ule af pablteatloa; it 

 la poaaible that earlier pubUcatioa wottld 

 have bees deairable. It abould b« po* 

 fibl« lo book ordrfB for a whole week 

 •a KlvaBff if ibtf fuada avaiUbla woold 

 l>erBiit ao rarly a atart with tba advar- 

 tiaiaf. 



At tba aJverliaiaf ceald aot ba af- 

 frrtiva until the aiAniiBg of Pabraary 



14, it crowded all the aalea iato one 

 day Bat buaiaeaa aUrled off big thai 

 inorniag aad by flight tbe florul* of 

 ColvBiboa bad a traide that waa "tikr 

 another Chriatmaa, " aa (be Colnmbut 

 correapoadeat pufa it, on asotber page 

 lie aaya tbe trade waa "aometbiag tron 

 drrfifl, B regular clean up " 



It w«a BO food that J. R. HeUaathal 

 wrulf Tb« Review, tbe aouire of their 

 iBupiradoB. on the evening of St Val 

 cBtiae'a day "Our S», Valcn 

 liar 'a day waa tbe boat eVi-r 

 known, more baabeta 6lled auit 

 uaad tbBB aaything olae.' you 

 certainly did tbe tr^dA a tcrv 



Ib Bovie ca*r» Iba talrf fur 

 the day tctoally doubled bk 

 comparad with laal year, m 

 apite of tba fact that laal yeai 

 8i VnleotiBe'a day did not fall 

 in Lent, wbicb no donbt w»> 

 irote or lea* of a handicap tbi> 

 lime Tbia m the way (fcr 

 Fifth Atruue Floral Co: talla it 



• ' Tba cooperative sdvertiaiDf* 

 in tb» Bewapaperii before St 

 ValBBtiae't diy from all ap 



Crarancea did grcsl work, »* out 

 uaineaa waa about doubled thir 

 veaaoa compared to laat aeaavo 

 Whether it was all due to tht- 

 advertiaiBg or aot we ar« aot 

 able lo aav, bvt the probability 

 I* that tae publicity inapired 

 ua all to greater eSortt ia all 

 direclioaa W^ bad an ovtlay 

 of oaly 1)0 aa our rQuinbaOoD 

 to tba fund aad, if tl(n did all 

 the work It certainly would pay 

 to try il agatn for other cptcial 

 flower daya , jadced. wa ara 

 much ii^ favor of iryiag it 

 again " 



Tbe newapapem were willing 

 to back tbe florinia op by pub 

 liakiag articlca on the uae of 

 flowcrt aa valealinea, so tbal the 

 trade really received coaaidar 

 ably more publicity than i( 

 fnid for. "Tbe idea waa car 

 ried throngb to a gloriotte fln 

 iah," aaja H N "SuBb, i.rcai 

 deat of tbe Mank Floral Co 

 "Tb« gronpiag together of all 

 our ada made a naoat imprrtsiva 

 Bight, and it waa not hum h trou 

 bla to get tbe aewipsprrs to 

 give ua many complimoiitary 

 newt articloa on tbe old and beautiful 

 enatom of giriu^ flewera aa btat ex 

 prraaiag tba love, affection and neat* 

 menta of tha day, and olbei art idea 

 tailing how ptealifally tu^lKKl tbe 

 flower tbopa were, bow beautiful the 

 diaplaya, aad bow rcaaonable the prleaa. 

 Tbaoa frae article* wera productiv* of 

 woa4arfnl reaulta. Net oaly the ada 

 ware attractiTo, but tbe newa nrticlaa 

 well placed and well written Alao, the 



,£L&^w=a^c 



MAKING ANOTHER 

 SPECIAL FLOWER DAY 



=V>'\^'"-v-tf= 



ITh« pwrpM* •! thU taaao ta !• got 10,000 fUrUte aaab la 4» at Uaal a lillU aomethiag lo 1 

 •tiraci tko atlaallwa of tho pHnli« lo the ap^*|irlatoaoaa of floweea for «•• b* vBlenlia**. J 



TTALEHrriKE'S dav, Tab- 

 raary 14, offer* fferiata an 



e ^^ 3 uDuaually aaaj opportunity 

 n 'yj n to work Bp another apeeial 



IV, ,V| ^ flowar day. Tbe public ia 



rip* for it Ready at band, 

 oaly waiting to b« tuned to nae. ia 

 a eantiment agaa eld. 



Read np oo St. ValaatiBa'a day and 

 you will And ita origin loat in tha miata 

 of antiquity. Tou will find talea of 

 many Intareating and anuaiDg cuatoraa 

 peculiar to tha oiffarent people* of the 

 world, but nowbera ia the Acta Sane- 

 temm, among tha laffanda 

 af .tha many aainta of the 

 ■hMM ia ttaara any traca of 

 thk imctiea peculiar to tba 

 d^-aa wa know it— tbe day 

 on which aloce time imaie- 

 morial brave man have aant 

 fair ladiaa fond tohana. 



Children may azcbaaga 

 the erinipad paper eoatrap- 

 tiona with the amoroua 

 varaea tbat tba department 

 atoraa aad atationara dia- 

 play ia ancb qaaatity aad 

 variety, bat for full grows 

 man aad womaa thaaa 

 tbinn are impoaaibla. 



An they nead, however, 

 tba aaggartion to fand 

 lowera. 



Of all tba obviona tbiagt 

 of tbia world, the approprig 

 atoaaaa of flowara for val- 

 ebtinoa it moat perfectly 

 plain. It naeda no arn- 

 mant — only don't wait for 

 people to think of it for 

 tkamaolvaa. 



^ lo tbe laat eoapl* of 

 ^aara there baa baea a 

 amart iaeraaaa In the Val- 

 estine '• day aalea of flow 

 art, Boatly corvage bou- 

 queta, beeauae floriata have 

 become more wide-awake 

 to baaiaoM^ epportamltiaa 

 aad have, here aad thare, 

 dona mora or loaa to bring their mar- 

 ebandiae to tha attention of Iboaa who 

 need only to ba reminded to bocema 

 bny*ra. Tba jump in aalaa Pebmary 

 14 tbia year will oa far greater than 

 in 1912 almply baeaoaa none of thoae 

 who have aeon bow aaaily it worki 

 will ever again omit the effort, aad 

 beeauae many mora will take It ap. 



February 14 1* In a fair way to bo- 

 eomo one of tbe ImpertaBt apecial 

 flowar •4^7*- 

 ~JN aff^wew hew qakkly aad 



flowara and bearia go antumlly to- 

 gether. 



If every retail floriat thit year 

 apenda tan per c«t of bia aalea for 

 February 14 laat year in three daya' 

 advertiaing ia bia beat loeal paper, a 

 wonderful impelua will be given tha 

 boalnoaa. 



While aewvpaper advortiaiag la the 

 quickeat and moat effective way of 

 reaching tbe great body of flower buy 

 era. tbere are other waya that abould 

 not be neglected. The ttore window 

 atill ia a pdtent advertiaing medium 



if. 



"Quia* B dew ••M»HH«w««d ■• »N Um ArruAtLAMCU mt 

 WOKDIMO •! tkU mt<rtUmmm*mt. b«4. what ImUrmt 

 ami. It bwmekt * An* I«« ml kwalaew •» ta* at*f«."-C*wclU. 



,iir 



late Droit- 

 Iflerirta It wUl 

 be evea — iar with Valaatiae'a day, 

 for the raaaotf that the ebaarvaaea 

 abtadj ia 4 



Methere' dll> >jai paA od 

 able promlaaaea 07 uclBerii 



aad, it moat bo aaid, tbe only one aaod 

 by the great majority of floruta. By 

 all neana plaa a apecial decoration. 

 Thi* ia aaay, for hoart-ebapod bozoa, 

 Cupid 't dart* aad ribbona will give 

 tbe aeeeaaary eeaBol|ioa practically 

 without BxpeBBB. A diaf|lay eardf oaatly 

 lettered, will lot thoea i>bo pauae bnom 

 tbat ordera may ba left^or boxaa of 

 flower* or coraag* bouqaete to be de- 

 livered at aay doeigaatod boar of Val- 

 eatiae'a day. MaiUag card* may be 

 aaat oat, or neatly printed little alipa 

 maj ha aaaleead with billa, recaipU 

 aad ether correependenee. 



And 'dea 'X f oMft the ordera U bo 

 wired to ether citlea for year cerr*' 

 apeadente te flU. Thii exekaaga buai 



aeaa ia growing eteadilv and 8t Valea 

 tiao'a day ia a tpecially good time for 

 it. Let the maa awey from home, or 

 whoM wife or twee'tbeart t> away, 

 kaow tbat you have facilitie* for de- 

 livering a coraage bouquet attractivalr 

 put up ia a apecial valentine packagfo 

 aad you are almoet aure to get hia 

 order Then, don't uae tbe parrel poet 

 uoleea the diftanee if ahon and you 

 are williag to run tbe riak of having 

 the flower* cruabed — if vou haven't 

 a regnlar correapoodent in tbe town 

 tend tbe order to tbe flonat there who 

 ba* bit e»t<\ IB The Be- 

 view'* department of 

 Leading Retail FloriaU 



Bctidda planning adv*r- 

 ti*ing for St. Velentine'a 

 day buaineaa. plan year 

 tpecial offeriDgi On* of 

 the minor dlfieultiea of 

 flower Belling i» the aame- 

 neafl of *be atock. Bare 

 cornea a day 00 which yon 

 ean offer a variety — heart- 

 abaped boxes decorated 

 witn heart* and darte, 

 Bomething neither fou aer 

 nny other floriat will offer 

 on aay other day in the 

 yaar. A few of the higber 

 priced heart thafied ham- 

 para and other apecialtiae 

 of the supply dealera are a 

 (ood iaveatment even if 

 you do not eall them; yoo 

 can uae them in your win- 

 dow dlapiay neit year a* 

 well U Ihia, 



It Uke* merely a little 

 pttah, witb aU bands work- 

 tag, to aet the buaineaa 

 UTl nroUing for St. Val- 

 entiae 'a. Let 'a all do 

 aomething, each in hit oca 

 way, each for bia own 

 pro flit. 



The following page a 

 carry article* and illua- 

 tmtioB* ahowiag bow pro- 

 greaaiva floriat* made good money, and 

 tbe thingB they aold laat year. RBad 

 theee articlea; atudy the Liluatrationa. 

 Don 't go at it with tbe idea of copving 

 but, rather, with the idea of thiakiaf 

 out aomething for yonraelf that ia new 

 and different. Individuality, personal- 

 ity, i* wbnt *o mnny flower stores lack. 

 It ia net to be obtained by aopyinCi l)*>t 

 by thinking. Il is not easy for a man 

 not bleaaed with origiaality to be 

 original, bat tbe florist who merelj 

 pleda aioag the beaten path aakea prog- 

 rean oaly na the whole maaa of the 

 trade fergea riowly aboad Oace oat ef 

 tha rat the foing ■« eaaier; tba view la 

 clearer, motion ia mora free; you ean 

 aceempliah vitl) ease thiep tbat 



Photographic Reproductions of Leading Articles Showing How The Review Brought St« Valentine's D^y 



and its Opportunities to the Attention of the Tradee ^ 



