2be IRatfonal IHurseryman. 
FOR GROWERS AND DEALERS IN NURSERY STOCK 
The National Nurseryman Publishing Co., Incorporated 
Vol. XXXI 
HATBORO, PENNA., JANUARY 1923 
No. 1 
Market Development Committee Proposes New Planting Slogan 
For several years the Market Development Committee 
of the American Association of Nurserymen sought to 
find a slogan which would help to develop the general 
market for nursery products of all kinds. 
The old “organization for market development” (which 
at that time was separate from the American Associa¬ 
tion) offered a prize of $100.00 for a suitable slogan. 
This offer was continued when the organization for 
market development was taken over by the American 
Association of Nurserymen. 
Scores of slogans were submitted, but there was not 
one among them which was considered adequate by 
either the Market Development Committee or the Execu¬ 
tive Committee of the American Association. 
greatly both geographically and seasonaly. 
This, of course, greatly increases the difficulty of boil¬ 
ing down the nursery selling argument to anything so 
condensed as a slogan should he. It makes it practically 
impossible to use a slogan which mentions any particular 
kind, or even kinds, of nursery products. 
What a Slogan Should Be 
But that does not necessarily make impossible the find¬ 
ing and the use of a slogan which will, if sufficiently 
backed up and pushed by those in the trade, help greatly 
in extending the market for nursery products. 
If you analyse the purpose and the accomplishment of 
some of the most successful slogans which have been 
used, you w ill find that their work has NOT been ac- 
The Difficulty of Getting a Slogan for 
Nursery Products 
There are several factors which make particularly 
difficult the procuring of an effective slogan for the nur¬ 
serymen’s products. 
In the first place, theie are many different types of 
things to cover. The paint manufacturers can sell 
“paint;” the florists can sell “flowers;” but the nursery¬ 
men cannot sell either trees, shrubs, plants or fruits alone 
without leaving a wide part of the field uncovered. 
In the second place, while paint or hollow-tile or 
some particular kind of lumber, or Sunkist oranges, are 
the same in Maine or Florida, California or Delaware, 
on the other hand, the products of the nurserymen vary 
complished by directing people to use some particular 
product. On the contrary, what the successful slogans 
have done is to plant a SUGGESTION that will ulti¬ 
mately stimulate the increased use of the products to 
which they are attached. 
We have emphasized the word suggestion because its 
importance is too often not realized outside of those who 
have made a study of the business of selling. Suggestion 
has come to he known as absolutely the most potent fac¬ 
tor in selling. Half of the things you buy and use have 
been sold to you through the medium of suggestion - 
usually without your realizing it. 
Let us look for just a moment at a few successful slo¬ 
gans and selling compaigns. 
