16 



The Florists^ Review 



April 23, 1914. 



This Electro sent postpaid by The Review 

 for 75c. 



cards; it merely is an expression of the 

 hope tliat 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 

 \V. L. Kock 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 Rock's, In ad- 

 dition to the floiist's name and the 

 words "Mother's day, Sunday," the 

 only text in the advertisement was: 



niifrlit flowprs for motliors livinj». 

 White llowi'i's foi' Motliei's nioniory. 



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 Eeview with a report of excellent 

 business the Kock Flower Co. wrote: 

 "The Review lias 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 wliile to the adver- 

 tiser. ' ' 



"HAPPY THIS NOON." 



It was .Joseph llaul)e, of Cliarleroi, 

 Pa., who wioto the following at closing 

 hour last Atotliers' day: "JIappy this 

 noou; sold out comidetely. Took up the 

 idea suggested l)y The Review and ad- 

 vertised by show windows and in the 

 news])aper, rtM-ommending 'bright flow- 

 ers' for mothers living. Sold 4,000 

 blooms, all hinds, at good jjrices in a 

 town of 10. nod iuhjibitauts. " 



FL0WER3 

 ^:f1 OTHER'S DRY 



THE UNION ary 

 QRtEN MOUSE 



Mr, Haube used a quarter page in 



his local paper for the advertisement 



reproduced on this page much reducad 



in size. At the same time that he ga/e 



the editor the advertisement he told 



him the story of Mothers' day and the 



difiiculty of getting enough flowers of 



any one kind or color. So the editor 



printed the following sensible notice: 



Florists are trying to encouraKo tlie movement 

 tliat is becoming somewhat Rcneral to set away 

 from the use of the white carnation for certain 

 lioliilay occasions. At tliis season of the year 

 there is a greater demand for wliite carnations 

 than at any otlier, owing to tlie observance of 

 Mothers' day, which occurs Sunday. It has been 

 tlie custom in the past, regardless of what was 

 commonly termed florists' whims, to wear the 

 white carnation. This has sent the cost of these 

 llowers 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 sliould 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 iiroper. 



Shown on a Movie Screen. 





Bright Flowers for Mothers Living. 

 White Flowers for Mother's Memory. 



pcKls 



1106 



Grand 



Ave. 



General Publicity. 



WINDOW ADVERTISING. 



The window decorators are up against 

 it when it comes to Mothers' day. It 

 is diflicult 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 

 Motliers' day and suggestiiig the sentl- 

 ing of flowers. 



One of the enterprising ])ublicity 

 specialists early devised a ^Iothers' 

 day hanger for display in .store and 

 window. A reproduction of it is shown 

 on this i)age. 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 a<lver- 

 tising ideas of a lot of floiists. One 

 scarcely can visit a movie anywhere 

 in the country and not find a tlorists' 

 ad shown between pictures. In the big 

 citv the florist next ilonr to the theater 



! 



I FLOWERS 



FOR 



I MOTHER'S DAY 



I 



J Sunday, May Uth. 



X The da/ to wear a Rower in honor 



i of one'l Mother. ANY tUND IS 



I PROPER, but efpecialtr ^W^Pd* 



{ Mother prefers. 



S Bright btottom* for a living Mother 



• WhiteFlowertforaMolher'imemorv 



t 



I Large Stock J All Kinds 



I HAUBE The norist 



t 520 Fallwfield Ave Both Phon>« 



1 



>««« »» *» « » t t * «« *«* «««***«*«*« « 



I 



The illustration 

 the Mothers' day 

 Cuy, Pa., by W. 



, says, 



' ' He varied 



A Quarter Page in a Country 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. 



on this page shows 

 slide used at Union 

 J. Olds, who 

 They get the business 

 the program by showing the following 

 verse as a picture show ad and also 

 ran it as a display r dvertisement in 

 his local paper: 



REMEMBKU MOTHFRS' DAY. 



I-ot every lieart today remember Mother, 



The sweetest word yet learned by human 

 tongue; " 

 .\ truer lover yet than any otlier 



Beneath the skies, since this old world was 

 young. 

 Tiie fondest memories of our lives enshrine her; 

 Her breast — our fount of life, our throne of 

 state; 

 All! 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, tliough the skies may curtain her from 

 view, 

 Lot not her wealth of love be thankless squan- 

 dered; 

 llor fondest, latest prayer was still for you; 

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



Token of love, lier 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 

 'J'liat lier memory we clierish most dear; 



White flowers for the mothers in glory, 

 Bright flowers for the mothers still here. 



Long's Window and Store Hanger. 



