19 



The Florists' Review 



Afbil 23. 1914. 



This Electro sent postpaid by The Review 

 for 75c. 



cards; it merely is an expression of the 

 liope tiiat the least any florist will do 

 to boost the Mothers' day business is to 

 mail to every well-to-do man in his town 

 some nicely printed reminder of the 

 day. 



•*IT'S JUST AS EASY." 



To exploit Mothers' day in 1913 the 

 W. L. Rock Flower Co., Kansas City, 

 used two different kinds of advertising. 

 One advertisement, reproduced in this 

 issue, one-fourth the original size, 

 showed mother in her armchair, seated 

 beneath a tree, enjoying the bright 

 spring day and feasting her eyes on the 

 basket of flowers from Eock's. In ad- 

 dition to the florist's name and the 

 words "Mother's day, Sunday," the 

 only text in the advertisement was: 



Bright flowers for mothers IlTlng. 

 White flowers for Mother's memory. 



Where the first advertisement was 

 general, the second was direct and spe- 

 cific — it offered a basket of spring flow- 

 ers, complete with ribbon bow and 

 water retainer, for 95 cents; also fresh 

 carnations, any color, $1 per dozen. In 

 sending copies of the advertisements to 

 The Review with a report of excellent 

 business the Rock Flower Co, wrote: 

 "The Review has shown that Mothers' 

 day business need not be confined to the 

 sale of boutonnieres or white carna- 

 tions; it is just as easy to sell some- 

 thing better worth while to the adver- 

 tiser." 



"HAPPY THIS NOON," 



It was Joseph Haube, of Charleroi, 

 Pa,, who wrote the following at closing 

 hour last Mothers' day: "Happy this 

 noon; sold out completely. Took up the 

 idea suggested by The Review and ad- 

 vertised by show windows and in the 

 newspaper, recommending 'bright flow- 

 ers' for mothers living. Sold 4,000 

 blooms, all kinds, at good prices in a 

 town of 10,000 inhabitants," 



i^ ri n\AJi 



FLOWERS 

 ^^t1 OTHERS DRV 



or ti' ).i >'h(-r cfrMi 



'' c. i_ r 



■>~il.lf- tU 



THE UNION a T\f 



QRtEN HOUSE 



Mr. Haube used a quarter page in 

 his local paper for the advertisement 

 reproduced on this page much reduced 

 in size. At the same time that* he gave 

 the editor the advertisement he told 

 him the story of Mothers' day and the 

 difficulty of getting enough flowers of 

 any one kind or color. So the editor 

 printed the following sensible notice: 



Florists are trylmg to encourage the moTement 

 that is becoming somewhat general to set away 

 from the use of the white carnation for certain 

 holiday occasions. At this season of the year 

 there is a greater demand for white carnations 

 than at any other, owing to the obserTance of 

 Mothers' day, which occurs Sunday. It has been 

 the custom in the past, regardless of what was 

 commonly termed florists' whims, to wear the 

 white carnation. This has sent the cost of theso 

 flowers to the top notch and there are never 

 enough to supply the demand. In the observance 

 of Mothers' day local florists state that any 

 flower is appropriate. For the mother living a 

 bright flower should be worn, preferable above 

 all others her favorite variety. The same would 

 apply to the mother dead excepting that for her 

 a white flower is regarded as proper. 



Shown on a Movie Screen. 



Bright Rowers for Mothers Living. 

 White Flowers for Mother's Memory. 



J^Kh 



1106 



Grand 



Ave. 



ea. 



J» 



General Publicity. 



WINDOW ADVERTISING. 



The window decorators are up against 

 it when it comes to Mothers' day. It 

 is difficult to devise a scheme of decora- 

 tion that carries the idea and that will 

 be different from what has been done 

 before. The stock decoration for a 

 Mothers' day window is a portrait of 

 Mother, usually framed, on an easel and 

 decorated with flowers. There also 

 must be a card stating the date of 

 Mothers' day and suggesting the send- 

 ing of flowers. 



One of the enterprising publicity 

 specialists early devised a Mothers' 

 day hanger for display in store and 

 window, A reproduction of it is shown 

 on this page. It is better than the aver- 

 age flower store sign writer can do for 

 himself. 



FLASH IT ON THE SCREEN. 



The screen of the moving picture 

 theater is right in line with the adver- 

 tising ideas of a lot of florists. One 

 scarcely can visit a movie anywhere 

 in the country and not find a florists' 

 ad shown between pictures. In the big 

 citv the florist next door to the theater 



^ FLOWERS 

 FOR 

 MOTHER'S DAY 



.^ 



Sunday, Nky 11th. 



The da/ to wear a FWwar m hamr 

 of <m'> Molhar. ANY KIND IS 

 PROPER, but a^Mcialr Am mx 

 Mother prafan. 



Briffat bloMoim far a Knt Mothw 

 WhitaFlowCTi (ara Mothar'tn 



Large Stock .if AH KintU 



HAUBE The Florist 



520 FalVwfield Ave. Both Phoot* 





A Quarter Page in a G)antry Daily. 



is sure to have a slide in the operating 

 room, and in the country towns all the 

 florists in the place frequently are rep- 

 resented. 



The illustration on this page shows 

 the Mothers' day slide used at Union 

 City, Pa., by W, J, Olds, who says, 

 ' ' They get the business, ' ' He varied 

 the program by showing the following 

 verse as a picture show ad and also 

 ran it as a display rdvertisement in 

 his local paper: 



REMEMBER MOTHERS' DAY, 

 Let every heart today remember Mother, 

 The sweetest word yet learned by human 

 tongue; " 

 A truer lover yet than any other 



Beneath tiie skies, since this old world was 

 young. 

 The fondest memories of our lives enshrine her; 

 Her breast — our fount of life, our throne of 

 state; 

 Ah ! If today our arms may not entwine her. 



At least we'll wear a flower for Mother's sake. 

 Though far from Mother's arms you may have 

 wandered, 

 Yea, though the skies may curtain her from 

 view, 

 Let not her wealth of love be thankless squan- 

 dered ; 

 Her fondest, latest prayer was still for you; 

 And, if today a flower you may not send her. 



Token of love, her joy to consummate. 

 Let memory still its loyalty extend her. 



And wear a flower today for Mother's sake. 

 Then with blossoms tell Mother the story 

 That her memory we cherish most dear; 

 White flowers for the mothers in glory. 

 Bright flowers for the mothers still here. 



Long's Window and Store Hanger. 



