Afbil 30, 1914. 



The Florists'' Review 



11 



WHY TELL TRADE ONLY? 

 TELL THE PUBLIC TOO! 



Getting telegraph orders from other Florists has heretofore been 

 the effort of Retailers; now it is to get orders to send 



HE florist who rakes in the 

 profits is the one who, in 

 the popular phrase, "gets 

 'em going and coming." 

 The efforts of the retailers 

 seem now to be largely de- 

 voted to getting the profits 

 from the telegraph business as it is 

 coming — to filling the orders the other 

 fellow has taken. Why not work on 

 the other end of the game for a while 

 and get the profits from the orders go- 

 ing as well as coming? 



Much effort is being made to let the 

 other members of the trade know how 

 well we can take care of their wire 

 orders. Let's tell the public, now, how 

 well we and the other fellows can take 

 care of flower orders by telegraph. Of 

 course, the filling of wire orders is a 

 part of the business that is not to be 

 slighted, but the development 

 of the business depends on 

 somebody's efforts to get the 

 orders from the public. Be- 

 sides, the more orders one 

 sends, the more orders one will 

 be likely to receive, naturally. 



The Ignorant Public. 



The general use of wire de- 

 livery can not be brought 

 about until the public under- 

 stands what the delivery of 

 flowers by telegraph means 

 and how easy it is for the 

 public to use it. A phrase, 

 such as "Flowers by tele- 

 graph," or "Telegraph deliv- 

 ery of flowers," is plain 

 enough to florists, but what 

 does it mean to the young man 

 whose knowledge of the work- 

 ings of a florist's store in- 

 cludes only the salesman's or- 

 der book and the cash regis- 

 ter t The telegraph is to him 

 only an exceedingly expensive 

 means of communication, and 

 he doesn't know the name of 

 a single florist in the town 

 to which his girl has gone! 

 Who sends the telegram and 

 to whom? Doesn't it cost a 

 great deal extra to deliver 

 flowers so far away? These 

 questions sound ridiculous in 

 florists ' ears — that 's because 

 they know all about it. The 

 young man cited is an ex- 

 tremely ignorant person, to be 

 sure, but it's a safe bet, ten 

 to one, that he will never be 

 any wiser on this subject un- 

 less florists, in some way or 

 other, jnake these points clear. 

 Probably three-fourths of the 

 florists' customers are in 'com- 

 plete ign6rance in regard to 

 this new branch of the busi- 

 ness, beyi^ nd a word or two, 



or a phrase, that has come to their 

 ears. 



Easy to Tell. 



It is not so hard as it sounds to re- 

 move this state of ignorance. It may 

 be done by the mere statement in the 

 florist's advertising that he is able, 

 through his association with florists in 

 other cities all over the world, to de- 

 liver promptly, anywhere, orders that 

 are left with him, at no extra cost, or, 

 if such is the case, at no extra cost 

 beyond the charge for the telegram. If 

 the individual florist chooses to amplify 

 this statement by a more detailed ex- 

 planation, !he will undoubtedly lose 

 nothing by it; it will rather prove to 

 be that sort of interesting information 

 that is so effectively used as advertis- 

 ing copy nowadays. He will at least 



omormw Deliveries of Todays 

 Orders for — 



SPRING FLOWERS 

 AND ROSES 



Will Be Made All Over Europe 

 and America 



Through our association with leading florists every- 

 where. Wienhoebcr Service covers practically the 

 whole world. Deliveries will be promptly made 

 to steamers leaving or arriving at any port. We 

 can guarantee the quality and the freshness of 

 these Spring Flowers and Roses, just as we can 

 give assurance of promptness of deliveries. Mail, 

 telephone, or telegraph us instructions — we will 

 immediately attend to all details. 



A new ftaturt of IVienhoeber Seroice — loe 

 will reach your friends whereoer Ihey are. 



E. WIENHOEBER CO. 



A Chicago Retailer's Way of Telling the PubUc. 



avoid the indefinite and meaningless 

 statements that lessen the value of 

 so much of the work of the ad-writer 

 who knows too much about his subject. 



Many Means. 



The possibilities of such advertising 

 have evidently set going a number of 

 florists' thinkers, and several means of 

 bringing this feature of the business 

 before the public mind have been tried 

 with more or less success. The daily 

 newspaper, of course, presents the 

 easiest and, in most cases, the cheap- 

 est means of covering a wide field. 

 The advertisement reproduced, three 

 quarters of the size of the original, on 

 this page, was used by a Chicago re- 

 tailer to bring this one feature clearly 

 before the flower buyers of his city. 

 It is not without value to note that the 

 circulation of the issue of the 

 Chicago Tribune in which this 

 advertisement appeared was 

 sworn to be 261,276, which 

 means that, by the usual con- 

 servative estimate of four 

 readers to a copy, it reached 

 I over a million people. 

 Jb There are other ways of 

 I I telling people the same story, 

 I H all effective in their own way. 

 I 'a Circulars and post cards can 

 i be used to decided advantage, 

 bringing the point emphatic- 

 ally home to the florist's own 

 g patrons. Posters in the store 

 M and window can be made pro- 

 B ductive of results if they are 

 W well got up. The members of 

 the F. T. D. are finding good 

 use for the poster shown in 

 the February 12 issue of The 

 Review. 



Stickers and Windows Used. 



A novel form of advertising 

 now being got out especially 

 for this line of the florists' 

 business is in the shape of 

 stickers, bound in books, 

 which can be put on each let- 

 ter, statement and order sent 

 out by the florist, thus keep- 

 ing telegraph delivery con- 

 stantly before the eyes of the 

 patrons of his store. 



Not the least effective 

 means of attracting the pub- 

 lic 's notice to wire delivery 

 is window decoration. Sev- 

 eral of these, of especial 

 merit, have had notice in The 

 Review. For instance, the St. 

 Valentine's day window dec- 

 oration of Edward Sceery, at 

 his Passaic and Paterson, N. 

 J., stores, described in The 

 Review for February 26, was 

 a notable one. Tags from flo- 

 rists all over the United 



