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The Florists' Review 



Apbil 24, 1918. 



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MOTHERS' DAY. SUNDAY, MAY 12 



IS SET aside* officially throughout the United States 

 to honor the best mother who ever lived — your own. 



Remembrances should be made with floral tributes 

 in the home and no one will be seen without a flower 

 on Mothers' Day. 



White Flowers for Mother*s 

 Memory^ 



Bright Flowers for Mothers 

 Living. 



The Florists of Detroit are prepared 

 to serve those wishing to observe 

 Mothers' Day in an appropriate manner 



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G>minuQity Advertisement Published Last Year for Mothers' Day by the Florists of Detroit 



cards, nicely lettered, in your window. 



Distribute Mothers' day cards, neatly 

 printed; put them in your packages 

 and correspondence. 



Talk Mothers' day to your custom- 

 ers. 



Then, too, you can go as far as you 

 like with the Woman's Club,* the 

 churches, the Y. M. C. A. and the fra- 

 ternal societies. The idea appeals to 

 all classes. 



Perhaps you can get the mayor, or 

 «yen the governor, to issue a Mothers' 

 •day proclamation; others have, and the 

 motherless daughters of some oflScials 

 bave written letters to the newspapers. 

 Get busy — think up something to help 

 the day along. Don't let the people in 

 your locality overlook the approach of 

 a day that has had more gratuitous ad- 

 vertising than any other flower day ever 

 had; dozens of big publications have 

 lately printed articles that we can now 

 turn into cash. 



In this issue are letters from a few 

 of the florists who exploited Mothers' 

 day last year. These are selected from 

 the large number that reached The Re- 

 view, as fair examples of the lot, each 

 one aflfording an idea that can be am- 

 plified or modified to meet the needs of 

 individual cases elsewhere. The ideas 

 presented in The Review are to use-— 

 use them — don't hesitate at appropri- 

 ating anything useful you see. 



00-OPEEATIVE ADVERTISINO. 



Where the Trade Pools Its Funds. 



Cooperative advertising, where all 

 the florists in a community put their 

 money into a common fund for gen- 

 eral publicity purposes, seems to work 

 splendidly. It has been tried a num- 

 ber of times as the result of sugges- 

 tions printed in The Review and it 

 seems always to work well. If most of 

 the florists in a town go into it, $5 or 

 $10 from each usually suffices for a 

 fairly good showing and the results 

 are out of proportion to the small cost. 

 In a recent issue The Review described 

 the success that had attended the co- 

 operative advertising for St. Valen- 

 tine's day by the florists of Columbus. 

 They said they surely would repeat for 

 Mothers* day. 



Last year the publicity committee of 



I I I I III M M Ml I.ODaQI I I I I I rTTTTTI 



WEAR A FLOWER 



FOR 



MOTHER'S SAKE 



To Honor the Best Mother 

 Who Ever Lived-Your Own. 



Thai It Iht Purpoif ol Molher't Day. 



Sunday, May Twelfth 



While Flowert (or Moiher'i Memory. 

 Brighl Floweri for Molhert Lmng. 



This most beautiful idea and, sentiment 

 originated with Miss Annie Jarvis, of 

 Philadelphia. The happy thought occur- 

 red to her that all mothers, whether living 

 or dead, should be especially honored some 

 one day each year, and the second Sunday 

 in May was set aside as "Mother's Day." 



The f lorists of Washin gton and th rough- 

 out the countr y are making every prepara- 

 tiqn to supply their customers a nd ihe 

 public in genera l with flowers appropriate 

 (or the da y. 



■The purpose of this announcement is to 

 properly bring "Mother's D ay" to the a t- 

 tentioH of the pu blic and to increase the 

 popularit y of this beautiful id ea. 



This a dvertisement is pa id^ for by the 

 several florists as a tri but* to the general 

 w elfare of the floral art. 



Z D BLACKISTOSE. Ulh and H SIm. 

 GVDE BROS CO, 1214 F Si. 

 WM MARCHE. Nth and H Sit. 

 CEO C SHAFFER. I4lh and Eye Sit. 

 J. A PHILLIPS, i4lh and Harvard Sit. 

 S. S PESSOCKMEEHANCO 



Remember, Any Flowfr Is Appropriate 



Let Us Help You Properly Celebrate 

 ""Mother's Day" 



o 

 a 



"t 1 1 m 1 1 1 1 1 II i nnnn n 1 1 n 1 1 1 1 1 1 1 t-rrfl 

 G)-opcrative Advertisincf in ^Tashington. 



(Original occupied a half page of apace.) 



the Minneapolis Florists' Club spent 

 $130 in advertising Mothers' day. The 

 results were so good C. N. Ruedlinger 

 says they will repeat. 



The Detroit florists raised a sum of 

 money through voluntary contributions 

 and for Mothers' day ran the adver- 

 tisement shown at the top of this page 

 in every paper in Detroit. The results 

 were excellent. 



How It Worked in Cleveland. 



The Cleveland florists have used the 

 cooperative advertising plan for two 

 successive Mothers' days. It worked 

 so well in 1911 that it was repeated in 

 1912. But let F. R. Williams, manager 

 of the Cleveland Cut Flower Co., tell 

 the story: 



"I have read with interest the dif- 

 ferent articles in the last edition of 

 The Review regarding the business 

 created for Mothers' day from the 

 florists' point of view, and thought I 

 would give you an outline of the way 

 the Cleveland florists went after the 

 business. As your Cleveland corre- 

 spondent wrote, it was the best and 

 most profitable clean-up on all lines 

 ever known. If the volume of busi- 

 ness done here was less than at Easter 

 it was because there were fewer flowers 

 and plants to be had; the demand was 

 better and livelier in every way. A 

 year ago, at a meeting of the Flower 

 Club held just before Mothers' day, 

 many of the florists subscribed to a 

 fund which amounted to $211, which 

 was spent for banners to be placed on 

 wagons, or show cards for the win- 

 dows, and the balance was spent for 

 newspaper advertisements reading like 

 the show cards for the windows. No 

 names were mentioned, leaving each 

 florist to get, as he thought best, his 

 share of the trade created. This year 

 the florists subscribed $250 for the 

 same purpose, and it was money well 

 spent. We got a great deal of free 

 advertising; the newspapers printed 

 columns about Mothers' day and the 

 churches held special services. Wh;it 

 we did can be done in any city any- 

 where in this country if the florists will 

 work together." 



Good Ideas in Washington. 



After reading The Review's Moth- 

 ers' day article last year, several Wash- 

 ington, D. C, florists got together and 

 printed in the Herald the four-column 

 advertisement shown much reduced on 

 this page. Their experience developed 

 some excellent ideas. Writing the 

 morning after Mothers' day, Z. D. 

 Blackistone said: 



"This ad, explaining the origin ari(i 

 purpose of Mothers' day, as you will 

 notice came out Saturday morning and 



