14 



The Florists' Review 



Ai'KiL 23, 1914. 



make the day pay big by selling boxes, 

 and baskets, and bouquets of flowers, to 

 be sent to Mother, not just one flower 

 to be worn in Mother's memory. Let's 

 not be content with selling bouton- 

 nieres; let's sell corsage bouquets; let's 

 sell flowers FOR Mother — she likes 

 them. 



HOW CLEVELAND WOBKS IT. 



The Cleveland Florists' Club was one 

 of the first organizations to take up The 

 Review's suggestions for the exploita- 

 tion of Mothers' day. It has been han- 

 dled by the club officers and with in- 

 creasing success. In ample season th^ 

 secretary of the club sends to every 

 florist in Cleveland a circular that reads 

 as follows: 



YOU CANNOT DENY 



the good that Co-operative advertising on 



MOTHERS' DAY 



has done for YOU and 



OTHER FLORISTS 



of this City. 



CONTRIBUTE 



to the Mothers' Day Fund 



AND GET RESULTS. 



Your share of this fund is estimated at $ 



but the exact amount you give is left to your own 

 judgment. 



We must have this money in hand before we 

 commence to advertise. 



A final statement of all receipts and expendi- 

 tures win be mailed to you. 



Also banners for wagons and store cards. Let 

 me know bow many .vou want. Make checks 

 payable to FRANK A. FRIEDLEY. Sec'y. 



The blank is filled in with the amount 

 the florist is requested to contribute. A 

 good many send a smaller amount than 

 they are asked for, but last year the 

 circular and a little telephoning re- 

 sulted in a fund of $350. This was used 



for exploiting Mothers' day and flow- 

 ers; the advertising of any special 

 flower was carefully avoided and no 

 firra names appeared in any of the ad- 

 vertising. But let Secretary Friedley 

 tell it: ^ 



"Cleveland florists' efforts this year, 

 in putting Mothers ' day before the pub- 

 lic, were practically the same that we 

 have used the last three years; namely, 

 banners for our wagons, and others, all 

 the wagons we could get to carry them; 

 cards for store windows, and cards 

 16x16 in every street car in the city. 

 The street car cards were hung in the 

 middle of the car, where 'he who runs 

 can read. ' All the above bore the same 

 wording: 



Mothers' Day 

 Sunday, May 11. 1913. 



Remember her 



by wearing or sending 



Flowers. 



"In addition to this we carried an 

 ad in each of the five leading dailies, 

 three times in each, during the week 

 before the second Sunday in May, all of 

 which cost us for a city of over a half 

 million, $350. The fund is made up by 

 each florist and grower subscribing his 

 share according to the size of his busi- 

 ness, the amounts ranging from $2 from 

 small growers who consign to commis- 

 sion houses, to the wholesalers who 

 gave $20. 



"We noticed a marked increase this 

 year in the call for colored flowers. 

 Many buyers have awakened to the fact 

 that * for mothers living a flower bright, 

 etc' Of course the call is for white 



FLOWERS rOR MOTHERS 

 DAY, SUNDAY, MAY lltK 



FLOWERS 



For Mothers' Day 



Canuriou 50r mi vp. 

 Roses $1 Per Dot. Hid up. 

 Sweet Peas 25cPef Bnct&llp 



Art Floral Co. 



The Greatest Day of 

 the Year 



Cut FlowMi or Potted Planti 



The Best One In the World. Vowi 



n. f.HIM tttmtir 



May 11th 



t r.'.Ma l.r F.~t'< 



Carnations 

 Lilies Roses 



The 

 Munk Floral Co. 



-c— ... ^O-''. "--...■ 



I( KXlll moil iTKEtr 



OBSERVING MOTHERS' DAY 



No tUy in til the ymr ict apart for obaervinc^ hu b««n so ^nf rally tcknowledgMl and «nthu9M*tically accepted nationally as May 1 1th The tentlfflent 

 originated wtith Mia* Annie Jarvts of Philadelphia. The happy thought occurred to her thai all mother*, whether living or dead, ahould be honored locne day 

 and the aecond Sunday in May wm aet aside m Mothers' Day 



Commemorate the memory of your dearett and beat friend, "Your Mother ' The nentiineBt cxpretwd In the wearing of your motber't favorite flower ia 

 more grand and noble than words of tongue or pen 



A white flower for mother's memory, a brigfat-colored flower for mothers living In the former caae the wearing of i flower «^l mean the outward sign 

 of respect and honor to her memory In the latter it is a cheering and loving thought to send your mother a tribute of flowerf on Mothers' Day. Just a aimple 

 effort on your part, amid the busy awiri of life, to make her know you ittll remember all her gentle, careful watching, and her patience when ycu ctuaed her 

 •orrow The popular florists represented oo this page have made special prepaniiioa to deliver promptly flower orders io aay qiiaatity to all parti bf the city 

 and to supply the public with fresh and choice tlowen. 



? Flowers For ^^^ 

 ? 

 MothPts Day ' 



Remember Her on^ This 

 Day, Sunday, May Uth 





The Livinptoa Seed 

 Company 



114 HorrM HioH rntecT 



MAY 11th 

 Mothers' Day 



YOUR 

 MOTHER 



■■arf-l I .<w*n I"' Uu<(vf • Do f-Tvii h«ri an* 

 ■■MM wt* MMi Cm H'a m m pntm mam tm 



S. F. Stephens 



Mothers* Day 

 May 11th 



fLowers 



FROM YOU 



Fifth Avenue 

 Floral Company 



Mothers* Day 



SUNDAY 

 May 11th 



W* •*« fittmtt ■ tanMk « 



Ohio Floral 

 Company 



Where Eight Florists and a Newspaper G>-operated to Posh Mothers' Day. 



carnations, but with judicious advertis- 

 ing on the lines of colored flowers for 

 mothers living w;e have the opportunity 

 of making Easter and Christmas take 

 second and third place respectively as 

 flower days. Retailers report increases 

 this year on Mothers' day over last 

 year running from ten per cent to fifty 

 per cent." 



WHERE NEWSPAPEBS HELP. 



There are a good many cities in which 

 there is at least one live newspaper — a 

 newspaper that will help those who are 

 willing to help themselves. Columbus 

 is such a town. The Ohio State Journal 

 is published there. It numbers several 

 florists among its regular advertisers, 

 and the newspaper's advertising men 

 work with and for the florists. On a 

 number of occasions the Columbus flo- 

 rists and the State Journal have worked 

 together to develop flower sales out of 

 suggestions printed in The Review. Re- 

 produced, reduced in size, on this page, 

 is a full-page Mothers' day advertise- 

 ment printed in the State Journal Fri- 

 day morning before Mothers' day last 

 year. In sending a copy of it to The 

 Review, J. R. Hague, advertising man- 

 ager of the State Journal, wrote as fol- 

 lows: 



"I am enclosing the Mothers' day 

 page we put on for our issue of Friday, 

 May 9. Needless to say, it proved a 

 great thing for the florists whom we 

 asked for a representation. We pre- 

 ferred not to have more than the eight, 

 because we wanted each to have a suf- 

 ficiently large space for a good display 

 and an attractive ad. 



"You reproduced our page on the St. 

 Valentine's day advertising, which idea 

 we frankly admit we procured from 

 your valued columns. The idea for the 

 Mothers' day stunt also came from the 

 same source, and I felt that you would 

 be glad to see how it worked out. Wo 

 were the only local paper that put over 

 the full page, possibly because we were 

 willing to put our money in it with the 

 florists; in other words, not charging 

 them for the big heading or the big ed- 

 itorial. We gave them a run for their 

 money and they paid only for the actual 

 space their ad occupied. 



"Retail florists are essentially, from 

 long habit, no doubt, non-advertisers. 

 When a newspaper is willing to go half- 

 way to get them started in the publicity 

 game it can not be otherwise than mu- 

 tually profitable for paper and adver- 

 tisers — frankly, that is the position we 

 have taken here on the Journal and it 

 needs but a glance' at our files to tell 

 the story — we are carrying more flo- 

 rists' advertising than either of the 

 other two local dailies. 



"Having obtained several rattling 

 good ideas from The Review, which has 

 meant additional space to the paper, I 

 really feel that this word of acknowl- 

 edgment is due you. I only hope that 

 the rank and file of florists are appre- 

 ciating what you are doing for them." 



Perhaps the idea may not be as clear 

 to everyone as it is to Mr. Hague and 

 The Review. The newspaper planned 

 the page advertisement, dividing it into 

 eight equal spaces, which were offered 

 to florists, each one paying one-eighth 

 of the total cost of the page. The news- 

 paper did all the work of planning and 

 writing. No doubt papers in other 

 towns will be glad to take up the idea 

 if a florist calls their attention to this 

 and offers to be one of the advertisers 

 and to speak a word to the others. It 's 



