16 



The Florists' Review 



January 30, 1913. 



For Vahntine^s Day 



Old Fashioned 

 Colonial 

 Bouquets 



Arrangad in AUractiv*. 

 Haart Shapwl Bous 



$2=$3-$5 



EACH 



Parttf thaCHy 



Mail aid T*l«pliaa* 

 Order* Recaif e 

 PrwMt AttMiiaa 



SAMUELSON, Florist 



2134 Michigan Avenue 



MMMk-Cafamal 1600-1601 



a 



DicIiBd- 



ibree 



^enc/J^i^ 



e/^t/Tze^: 



'eT^ OTZy 



Our 

 a/fordttini 

 /or your ttrctfiK ■ , 



Afltprl mf fbrfff gant 

 htrw ^ 0rao4^p^ 'P^P* 

 lutkm. 



An 



tloek .. 



AmerieanvoatfOf. 



P. fcn . modiml* u 

 UMuaL Oar^H^tM. 

 'dtOvfry lervfet rracka 

 evrry Pari of (he ettf, 

 any minute ^u (ay. 



of yiohitfind 



■suoajOi < , 



iio> -vAunrr •*; Biaiiftr 



irM Or*tn raipA tmtutrtm r ' 



For a Valentine 



The rainy mfi- 

 vkhal ideal in 

 8owen tlwtyi 

 •hown it thii 

 •tore mike the 

 •election ol thia 

 ever ippropriite 

 gift 1 pleuure. 

 Bciutaul boiei, 

 buketvnd hun- 

 pen' prarrioUy 

 blied with flow- 



en. nAi flfwer 

 in 1 tiny |liu re- 

 oeptidc.a' water, 

 •eatrely pidnd 

 with reil green 

 mou.. Bouquet! 

 tnd ill nude-up 

 work unpiril- 

 leled. Positively 

 the lirgett ind 

 mott intereiting va- 

 riety oi cut flowtn. 



A. Lange, Florist 



JiiSseiisasSf 



44 E. MADISON STREET 



too difficult to undertake while your 

 view was circumscribed by the press 

 of the inert mass of plodders. Take 

 hold of St. Valentine's day with the 

 idea of doubling up last year's sales 

 and see how easily it can be done! 



Ooe-fourtii the Original Size. 



ST. VALENTINE'S ADVERTISINO. 



Reproduced in this issue are a num- 

 ber of advertisements used last season 

 by leading retail florists to exploit St. 

 Valentine's day in their local papers. 

 These are all much reduced in size, those 

 in the left-hand column on this page 

 being one-fourth the original size, and 

 those in the right-hand column only 

 one-ninth the original size. In. other 

 words, the advertisements at the left 

 were double-column displays and those 

 at the right were triple column. 



In nearly every case these' advertise- 

 ments were sent to The Review just 

 after St. Valentine 's day last year, with 

 a few lines to the effect that results 

 had been excellent. J. R. Cowgill, Can- 

 ton, O., wrote: "I am a careful reader 

 of The Review and, noting that from 

 time to time you reproduce advertise- 

 ments submitted to you for comment, I 

 send one I used at St. Valentine's day. 

 Quite a few complimented us on the 

 appearance or wording of this adver- 

 tisement, but, what is far more im- 

 portant, it brought a fine lot of business 

 to the store. The advertisement shown 

 was published in the Sunday papers of 

 February 11. I started my campaign 

 of advertising for St. Valentine's day 

 about two weeks in advance. Nowhere 

 in the entire series did I mention prices, 

 all the advertisements being along the 

 lines of the one submitted. I should be 

 glad to have The Review point out the 

 weak spots in the advertisement, as I 

 am much interested in florists' advertis- 

 ing and hope to increase my knowledge 

 of the ways to use it." 



It will be noted that the advertise- 

 ments are about equally divided as be- 

 tween those which quote prices and 

 those that do not. It is characteristic 

 of the retail florists who use the most 

 printers' ink that they almost invaria- 

 bly make a direct offer in each adver- 

 tisement. For instance, for Valentine's 

 day corsage bouquets are offered at a 

 specified price. Most of the retailers 

 who use priced advertisements believe 

 that the prices quoted should be low, 

 but that does not mean that they are 

 selling without profit. Usually it means 

 that preparation has been made by way 

 of securing special supplies at special 

 prices with the object of offering a lit- 

 tle lower selling prices than the usual 

 one. 



All these St. Valentine's day adver- 

 tisements are illustrated. It is an oc- 

 casion which lends itself to the use of 

 attractive cuts — hearts and cupids. But 

 the' best illustration of all is the one 

 that shows the article that is offered 

 for sale; shows it attractively, but 

 without exaggeration. There is noth- 

 ing that will quicker kill the value of 

 advertising than to have the advertis- 

 ing exaggerated. Once let a customer 

 come to a store in response to an ad- 

 vertisement that offers a "great big 

 bunch" of violets and go away with 

 the impression that in reality it is a 

 little, stingy bunch and thereafter the 

 advertising money may better be saved. 

 Unless the goods are as attractive as 

 the advertising it is only possible to 

 sell once to each customer. It hardly 

 ever pays to advertise where one can 



Jbke Yonr Valentine flowers 



Coarejr your grettioga oa St VaUatiac't Day hf 

 Beading Fhwen, Tbey ejprcM the 9pirif 0/ tSm 

 iiay pcritctly, cMrtjiag inetsage$ of teakra^ 

 •ad aHectha ht better thaa aay other mh^h^t 



V* CAB bring the beam of plcMun to Hm cyt bf potlMr, wlf*, nlpilhpftrt.W 

 friend wtth ■ Vkkntinc worth whik. - :.- 



Now u tb« time to Diaee your ordtr. Oil ■! ^tm ot'o^r CT^ i T » -arl|l 

 MfgHt RMMfalng tbat will pletat you. 



One-ninth the Original Size. 



