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^^ Reprhiled with perniissioyi of the editor from the NovembeVj 1946, issue of Florists' Telegraph Delivery News,
F
lorists on the Radio
An analysis of a variety of broadcast advertising campaigns, with emphasis on the factors which made them successful from the point of view of the florist. In the main, such campaigns are educational in nature to encourage the wider use of flowers, with increased sales the
end result.
By MARIE FORD
As THE YOUNGEST MEMBER of the advcri tising family, radio is not so well known generally as the other media and yet it has been a successful advertising medium both for individual florists and for florists' associations throughout the country. For example, the Florists' Association of Greater Cleveland first began using radio back in 1932 to increase sales through constant reminders, to build seasonal demand and to advise listeners on market conditions. It established a record of over ten years on one station, WGAR, year in and year out, each year adding to its schedule of spot announcements.
Purpose of Radio Campaign
Among individual florists using broadcast advertising, Braswcll's Flower Garden, Houston, Tex., may be cited. It is the opinion of B. W. BraswcU that the popularity ol his radio progtani has been directly responsible lor a big share oi the increased business which has been noted since the first broadcast. He believes that
radio is one of the chief methods of bettering business for florists.
At San Antonio, Tex., Bobby's Flower Shop reported that within four months after it began a radio campaign there was a fifty per cent sales increase.
Most advertisers have to sell the public on their product. Not so with the florist. The beauty and adaptability of flowers are generally appreciated, and little is to be gained in a campaign built on the use of flowers for special holidays and occasions. Most florists have all the business they can handle during special seasonal periods.
The florist who uses radio successfully has generally set otu more on an educational campaign than on a selling one, with increaseci sales the end result. The idea behind most successful radio campaigns for florists has been to encourage the wider use of flowers in modern living. The result is more sales to more people
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RADIO SH OWM A NSH I P