Apbil 28, 1014. 



The Rorists' Revicsv 



15 



a case where the competitive idea 

 should be forgotten — the more Mothers ' 

 day advertising the local paper carries, 

 the more flowers will be sold in that 

 city. Get to it now. Mothers' day is 

 May 10. The ad should appear May 9 

 at the latest; May 8 if the paper used 

 is an evening edition. 



m- THE THBEE ESSENTIAI.S. 



^^It has been said that some florists 

 ^ake a good living working only with 

 g^eir hands, that some get along all 

 ight working only with their heads, 

 it that when you find a man working 

 nth both his head and his hands you 

 have someone whose progress is worth 

 watching. W. F, Gude, of Gude Bros. 

 Co., "Washington, is one of those who 

 looks for the essentials. He has found 

 three things necessary to make Moth- 

 ers' day business boom. They are: 

 "Good stock, reasonable prices, wide 

 publicity. ' ' 



It was in 1912 that the florists of 

 Washington combined for Mothers' day 

 advertising along lines suggested by 

 The Eeview. They were so well pleased 

 that eight retailers and one wholesaler 

 last season contributed the funds for 

 the purchase of a full page for Mothers ' 

 day. It appeared Friday morning and 

 is reproduced on this page, much re- 

 duced in size. The illustration in the 

 center came out poorly; it is a coarse 

 screen halftone of Whistler's famous 

 portrait of his mother, probably the 

 most widely known "Mother" picture 

 in the world. Commenting on the re- 

 sults of the full-page advertisement a 

 few days after Mothers' day, Mr. Gude 

 said: 



"The day was particularly successful. 

 While we had an enormous stock of car- 

 nations, it was necessary to stop selling 

 at 1 o'clock on Saturday afternoon, as 

 we could not supply the demands. True, 

 we only charged $1 per dozen; in a few 

 instances $1.50 for extra fine selected 

 stock. 



"As for the future, the fiorists can 

 do a gxeat deal toward putting one more 

 Easter day business on the calendar by 

 properly advertising Mothers' day, but 

 above all things we all should be rea- 

 sonable in charging for flowers for such 

 an occasion. We are not in sympathy 

 with the policy of getting all that one 

 can for flowers for Mothers' day, par- 

 ticularly for white carnations. We be- 

 lieve it is far better to sell them at a 

 reasonable price, tell your customers 

 frankly when you are sold out and in- 

 duce them to buy other flowers. With 

 us it worked well this year. It is one 

 thing to do a big business and another 

 to have it eminently satisfactory, and 

 )elieve our Mothers' day business 

 satisfactory in every particular to 

 one of our customers as well as to 

 irm. This was largely due to rea- 

 )le prices and extra delivery, for 

 lad five automobiles to deliver the 

 Brs on time wherever wanted. 

 Prom a retailer's point of view, we 

 believe the wholesalers and the growers 

 can do much toward making this daj' 

 much more profitable to themselves a"^ 

 well as to the retailers by timing stock 

 a little for the second Sunday in May. 

 To be sure, it will be impossible to grow 

 flowers enough to go around at reason- 

 able prices for the one day, but above 

 all things, the fiorists as a whole should 

 not raise the prices so high as to kill 

 all the sentiment that goes with this 

 beautiful custom. Good stock, reason- 

 able prices and wide publicity will make 



Mothers' Day 



SUNDAY, MAY ELEV ENTH 



Wear a Flower 

 For Her Sake 



While Flowers for 

 Mother's Memory 



r^ 



A Mother 



It II a wonderful thing. 



a motluri 

 Olhfr folki can loin you. 

 But onfy your mother 

 aiiderttandt. 

 Sht workM for yoii. 

 Look$ after you, 

 L«M* you. 

 Forgivet you anything you 



may do, 

 Undtrttand* yoa, and 

 then the only thing had 

 the ever does to yon is 

 to die and leave you. 



— Bar»^rtt KMr HmUam. 



-^7- 



Criat Men's TribuUs 

 to Motkgrs 



t m«tktr it » wtotktf itilt, 

 Tht holUrt tkimg aiirt. 



muk t« fr*m»tM ktr rtfca- 

 traliom Mf«od m^lhtri. 

 — Aa^UMi. 



Malhtr it an nsMU tv 

 Cod M l*( Uft m^d Uvtt •/ 



liUit cMildren 



— TTlmcktny 



Oh. tlu («M ot a mathtei 

 whith MM caji for^'«( 



Ytnth fajdt, l9ww dnop*, 

 Iht Itmivt ol tfttmdtklf faUi 

 a m*th»'t tttrel ktp* Mf- 

 liivt 1k*m all 



~H»lmtt. 



My fN«(A«r'i prmytrt han 

 cliutg to mt all my titr 



~Liiuvlit. 



•iliittUrt Picture of Hit JUollitr 



Leading Washington Florists 



Marche & Co., 



73S 1*1. SuN W 



O A C Oehmlcr. 



13i6 C Si. N W 



J. H Sm«U & Sons,lnc G«o. C. Schaffcr. 



)M ..4 II Su. N W N. w (T.. 14th * L). &>. I* Vf 



Gude BrM.Giu 



UllF tc N. W 



Z. D. Blackistona. 



IMmJ H S.L n. w 



F. H. Kramer, 



•i« r s<tMi N. w 



George A. Comlcy. 



S 5. Pennock Mechan Company. 



Mothers' Day G>-OFefative Page by Nine Washington Florists. 



Mothers' day a second Easter. All 

 kinds of fiowers can be sold now that 

 the day is fairly established, if the ef- 

 fort is a little more general, not just to 

 create a demand for white carnations.'' 



MAZLINO CARDS. 



Within the last few months many 

 florists have had excellent results 

 through the use of handsomely printed 

 mailing cards or folders, now offered by 

 publicity specialists, and such a one al- 

 ready is in the hands of hundreds of 

 florists, ready to be sent out just before 

 Mothers' day. 



Advertising folders or mailing cards 

 enable the florist to reach just the peo- 

 ple he wants. If he is located at one 

 side of a big town, where he thinks a 

 large part of a newspaper's circulation 

 would be more or less waste, they are 

 a splendid means of covering his own 

 little section at comparatively small 

 cost. And a number of florists located 

 downtown, who are among the largest 

 users of newspapers space, are supple- 

 menting their newspaper advertising by 

 using mailing cards. The people who 

 make these cards and folders know the 

 advertising specialty business; the fold- 

 ers are handsomely printed and the text 

 is good. For instance, a Mothers' day 

 folder reads as follows: 



"The second Sunday in May has been 



set apart everywhere as 

 which we honor Mother, 

 beautiful flowers sent to 

 or an appropriate plant 

 watch grow and care for 

 ers know how, will make 

 pier and bring back to 

 memories she holds most 



the day upon 

 A bouquet of 

 your mother, 

 that she can 

 as only moth- 

 this day hap- 

 her thoughts 

 dear. 



"We deliver flowers anywhere, by 

 telegraph, in a few hours' time." 



Nothing about white carnations in 

 that. The illustration in colors shows 

 Mother with an armful of flowers. The 

 title is "Sweet Memories." These 

 cards are comparatively inexpensive be- 

 cause they are printed in quantities, the 

 name and address of the florist being 

 the only part that is not the same on 

 the entire edition. The florist can, of 

 course, print something of the kind for 

 himself, but the cost of anything 

 equally good usually is considered pro- 

 hibitive. The folders are safe to use, 

 because, while they are printed and sold 

 in quantities, only one florist in a town 

 can get them. The Review believes 

 strongly in display advertising in the 

 daily paper read by the most flower buy- 

 ers, as being the best means of increas- 

 ing the use of flowers — but for those 

 who think differently or who want to 

 use something in addition to the news- 

 paper, mailing cards are excellent. This 

 is not an advertisement of mailing 



