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Image from page 848 of “The Florists’ exchange : a weekly medium of interchange for florists, nurserymen, seedsmen and the trade in general” (1888)
Image by Internet Archive Book Images
Title: The Florists’ exchange : a weekly medium of interchange for florists, nurserymen, seedsmen and the trade in general
Year: 1888 (1880s)
Publisher: New York, N.Y. : [A.T. De la Mare Ptg. and Pub. Co.
Contributing Library: UMass Amherst Libraries
Digitizing Sponsor: Boston Library Consortium Member Libraries
Click here to view book online to see this illustration in context in a browseable online version of this book.
Text Appearing Before Image:
ular manufacturersproduct. It is very difficult to talk about an anonymousarticle. The Curtis representative goes on to suggest the adop-tion of an emblem, trade name or slogan and favorsFloragram against Flowergram. Most people, we imagine, would vote for Flowergram as telling itsmessage most plainly and as having a direct and pleas-ing sound. Hundreds of trade names and slogans areoriginated eery year and vanish Ijecause they are nothammered into tiie public mind with sufficient force.This is true, but The Exch.nge is of opinion tliat hun-dreds of trade names and slogans perish lieeause theyconvey no meaning, and much expensive advertising hasto be done that could have been saved had an easier,plainer name or title been cliosen. Continuing from the Curtis arguments: The nameFloragram can be made to stand for something. Itcan be tattooed under the publics skin .so that tliey can-not get away from it. You wont begin to cash in onvour efforts until this condition is brought about. An
Text Appearing After Image:
Henry Penn The Boston florist whcae address on Publicity was another of thestrong features of the F. T. D. meeting. experienced advertising agent can suggest all sorts ofways of developing vour merchandising and advertisingaround this or some similar word. Every telegraphicorder delivered to the consumer ought to be accom-panied by a Floragram which would immediatelybring to the mind of the consumer what the servicereally means. Immediatelv he will begin to talk aboutit, and that Ls advertising. The right to use the wordought, of course, to l)e confined to your memljers. Theword should be worked into a design to be used inlocal advertising, and as a sign to identify the localflorists as nlemliers of the national organization. To sell your idea to the American public in theright way will require not less than .^(iO.OOO, and eventhat summust be spent without waste. In Iniilding upyour organization, therefore, you must have in mindan organization large enough to give service to thenation
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