Title: Florists' review (microform)
Identifier: 5205536_40_1 (find matches)
Year: 1912 (1910s)
Authors:
Subjects: Floriculture
Publisher: Chicago : Florists' Pub. Co
Contributing Library: University of Illinois Urbana-Champaign
Digitizing Sponsor: University of Illinois Urbana-Champaign

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16 The Florists^ Review May 17, 1917. wed(iinf> ami are proiul of our handi- work, koo)t tliom out of sight. Tliey do not tit in with the Memorial day idea and, wliile they are sure to be admired, are likely to draw attention from the real matter at liand, buying for Memorial day. This bit of advice is based on scien- tific selling fact and is not only true in theory, but has been proven in practice. Nothing should be left undone that will aid in focusing the prospective custom- a price that will bring buyers to the store—this same leader many times will be the means of making a larger sale. Wlien a man or woman enters a store ■witli the fixed intention of making a purchase, he or she is a ready subject for the real salesman. Accessories Are Sales Helps. The up-to-date store now has so many attractive accessories that it is not dif- ficult to find one of them which will pl .f%^ p i c ^- ^^^ ^ rn'm^ rr^fcr.v...±;,.,.-.»i*a_ ...iSTll.. Flags and Wreaths Are the Features of the Memorial Day Window. er's mind upo^i the significance and im- portance of the day. This does not mean that there should be anything de- pressive about the display in the store, but it should be impressive and not sug- gestive of gaiety. . . Newspaper and circular advertising are important factors in this Memorial day campaign. We have used our best judgment in selecting a leader and fixed a price upon it. Now the plan of cam- paign provides for letting people know about it. Newspaper space, when the numl)er ot readers is taken into consideration, is the least expensive of all forms of ad- vertising. We can tell our story to a greater number of people than with cir- culars. But if these shots are to help bring victory they must be made to count. Thev must have the punch that will make the right impression upon the buying public. Preparing Advertising Copy. Wlien vou prepare your advertising copy, forget that you' are talking to a great numl)er of people. Imagine that vou have a prospective customer m your "store and vou want to sell him a wreath, say, for Memorial day. In trying for this sale, vou would undoubtedly first call his attention to the noble senti- ment of the day; next you would tell him about the special wreaths you have made up for the expression of this sen- timent, thoir lasting qualities and finallv how little one of them will cost. In "other words, you Avould try to create in this man a desire to possess one of those wreaths. Do the same thing with the men and Avomen who read the newspaper ad—try to create in them a desire. Do not take it for granted that the desire is there and that the mission of vour announcement is merely to tell where a wreath may be obtained. While there is a good profit in the sale of leaders even at an attractive price- make an appeal that will bring a sale. Baskets for pot plants might be cited as an example. One manufacturer has produced a novelty basket in red, white and blue. The visit of a buyer, too, gives an op- portunity to suggest a more permanent cemetery lot decoration. There is the possibility of a sale of a plant or two, or an order for bedding out or the plant- ing of shrubs, now or later. Special days are not so numerous that the trade can afford to overlook any of them. Consistent boosting has created some of these days. Mothers' day, for instance. Each recent vear has seen these days better from a business stand- point than the year before. They will keep right on getting better, too, but we each must do our own boosting in our own town. What some florist ac- complished in the next city or another state does not help us at the moment, although it will eventually have an ef- fect on the business as a whole. Therefore the time for the next "drive" is its own reason for that drive. Roll up your sleeves and go to it. Made-up Stock Sells Best. Experience of some of the leaders in the trade shows that buyers want made- up stock for Memorial day. Formerly, that is before florists taught the people that it is more satisfactory and just as economical to deal with them on Memo- rial day, the visit to the cemetery meant carrying loose flowers, which were scat- tered over the grave, or the sinking of a glass vase into the soil as a water and flower holder. In a few hours or a day the flowers were dead and the grave looked even more desolate than before. Tlien the trade began to see the pos- sibilities of the day and went after business. Magnolia, galax and cycas- leaf wreaths, some decorated with fresh and some with artificial flowers and ferns, made their appearance and through their lasting qualities have be- come more and more popular. They also gave the florist an opportunity to pre- pare for the day, as he could make the wreaths in advance and devote his time the days before, and on the day itself, to making sales and delivering the orders already in. In this class of busi- ness there is absolutely no loss. Sprays, however, present a different problem. At the earliest, they cannot be made up until the night before they are to be used. Wreaths Are Most Popular. Those who do a big business in wreaths for Memorial day started in a small way and have worked up the sales. They began by making up as many wreaths as they believed they could sell, fixed the quality and price at
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How They Decorate the Graves of Fallen Fighters in France.

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