The Framers Forum

I have long held the opinion that framing needs more promotional. So few people ever venture into a frame shop.
How to grow that number
The sticker below is in my cars back window
Now I want to design a new one.
But the big question is what wording to use.
Personally I favour something very basic.

" Got a picture. ..... then take it to your local frame shop"

Others I've asked think it should be more upmarket much like the one below aimed at Conservation framing.
Tell me your thoughts and suggest what you consider the best choice of words.
I plan to print 1000's and distribute them using my distributors. Not just UK but also overseas in English speaking countries.
I welcome your input.

I think you have to ask yourself what is what is the first principle of framing a picture (or object/whatever).

Is it to PRESERVE it? That's certainly a factor in the process but not the prime directive.

The first principle is so that you can SEE it.



Just a thought......

Thanks Prospero
.... I agree with you.

Now can you and all who read this post suggest the right words that might persuade Joe public to actually enter a frame shop with something that needs framing.
IMO words like Preservation, Conservation, can be used later.
The first step is to get them through the door..

Picture framers promote the specialist aspects of their businesses, this where the money is. Promoting picture framing just like it's another commodity is the last thing any of us need. If it's just another commodity, then the only thing that matters becomes price.

Picture framing is special, please don't promote it as something that is everyday and mundane. We are selling presentation, style, excellence, quality and workmanship.

Mark,

Whilst I agree with your opinion that framers are offering a high end product that includes preservation, conservation , museum glass etc.

Not all images need such treatment, which is confirmed by the fact that cream core mountboard is still the biggest seller .

My car window sticker is aimed at Joe Public who have never been into a frame shop. Almost everone has a picture, cross stich, child's drawing, school/uni certificate or photo stuck in a drawer that never gets to see the light of day.

My ambition is to help to increase the number of people going into frame shops

Then once inside. Mark if you want to, start by telling them how valuable it is and suggest Conservation framing.

But the goal is to get them to bring something in to the shop. Thas why I belive the message has to be kept simple

After more thought …….
Maybe the answer is to produce 2 stickers

1) with a simple blunt message " Got a picture. ..... then take it to your local frame shop"



2) and one with a preservation / conservation message " Preserve your art and memories with professional picture framing


Both could be on the same backing paper, so maybe use sticker # 1 on the cars back window, and # 2 on the frame shop window


All I need now is the best choice of words and that's where I need your help please

I like the idea in the second version of including professional in it. How many customers do you get who come to you who think framing is essentially what they do when taping a photo to an ikea frame. Some think your framing credentials mean you can order a frame of any dimension, not make them from lengths of moulding.

Then when you start discussing barrier boards and acid free tape etc, they realise you are more skilled.

I was told not long ago (by a pretentious a**e) "you must get so bored gluing 4 pieces of wood together, all day, every day). Anyone can do that."

I didn't bother responding as not worth it, but i think there is a general view by people who have not used framers that it is not a skilled job.

Nick

Forgive me for asking, but before you go to the expense of printing 1000s of generic stickers, do you know that 1000s of picture framers would use them? Any promotion I do has my own logo, branding, message and design because I want to differentiate my service from that of competititors as well as promoting framing, so a generic sticker wouldn’t appeal to me. Of course other framers may see it differently, but I just wondered, hence my question.

This is something for the Fine Art Trade Guild to do to promote all aspects of framing, it could have the Guilds website on it, so following car drivers can make a note and track down a local framer, yes |I know they will only find members of the guild, but then that would be a good reason to join, if the guild was actively promoting picture framing to the masses

I also agree with Rainbow, if I'm going to put a sign in my car window, I would want my details on it

I think I have been a sideline observer of the framing industry for the better part of 50 years. I wonder if the underlying reason of the OP's request is as simple as the need for a catchy phrase. Perhaps he remembers Charles Downing, I hope I remember the name correctly, because he persuaded me to show at a picture framing trade show at Blackpool in '19 hundred and frozen to death'. That was before the Arts and Framing section of the spring fair blossomed, grew and flourished then withered and died.

Rainbow point perhaps points the way, many framers are very skilled but are they totally skilled in everything that there customers might think that they could do. Is the knowledge base behind 'The Framer' as complete as it should be?

As a newboy, back in those far off days of Blackpool, I was voted best stand of the show. This got hurriedly changed to 'Most Innovative' as those suppliers to the industry, who had spent much on transporting their stock, outdoing there competitors in the size of there stand etc felt left out of the award ceremony. I became joint winner with Arquati or was it MWM, could even have been Magnolia Group.

For many years after I bowed out of trade fairs I got orders from framers for my specialty, by then work was flowing in from the huge budgets from pub chains and the hospitality trade. My product appeared on TV shows, even East Enders untill the Queen Vic got burnt down. By that time I had retired, my product ceased to exist and as the original set had really been burnt down, the props director found that the old set could not be recreated.

What does this have to do with the OP's request. There is I think a chain that goes from the top right through to the person, who walks through in the expectation of having a job done that is too broken in too many places to answer here in one post.

My own experience, I used many of the products sold by the framing industry, I used the same machines that framers use and I satisfied the expectations of the sort of customers that might be attracted to the sort of phrase the OP's looking for.

Is too much past knowledge been lost? Do the practitioners of today have the time to recreate those skills that customers may have a memory of?

Picture Framers Do It With One Leg In The Air

Stickers need a short and snappy message. People in general have the attention span of a goldfish.

The above may sound a tad frivolous but it would at least plant the notion of picture framing.

I agree 100% with prospero here. The message has to be something that can slip into modern culture with ease. Something like 'See it. Like it? Frame it'.

Rainbow wrote:Any promotion I do has my own logo, branding, message and design because I want to differentiate my service from that of competititors as well as promoting framing, so a generic sticker wouldn’t appeal to me.

Rainbow - you are a pro designing your own logo, branding etc. Well done. You wont be needing any of my stickers

These stickers will go all over the world to framers in English speaking countries. And to some where English is at least well understood.

Whilst a sticker maybe of no use for you, I'm sure there will be many who will find a use either in their car window or shop window, or both.

My simple aim is to try and increase the number of people entering frame shops.

"A PICTURE IS WORTH A 1,000 WORDS... FRAME IT"

From my perspective, I see that the ownership of small and large "skilled trade service shops" is too fragmented from the standpoint of willingness to pay for proper advertising. Most will gladly accept the rewards of an advertising campaign; but, less will be opening their wallets to pay for such efforts. Advertising to an entire country takes mega-bucks. I wish there was a more cost-effective way to accomplish advertising for an entire trade.

My initial retail training/experience was from two very large general merchandisers. They spent vast sums of money on TV, radio, magazines, newspapers and direct mail advertising.

Rainbow wrote:I want to differentiate my service from that of competititors

Exactly! I agree 100%

MikeSwannick wrote: 'See it. Like it? Frame it'.

Nailed It!

I'm with NYAF and Rainbow.

There are three picture framers on the same street as us. The same street.

I don't want to send the message that people should go to a framer. I want to promote the idea that people should come here.

I understand the rising tide aspect of it but I don't feel like it makes sense in this context.



Having said all that, I do completely applaud Keith's seeing something needs done and taking action! Good on you!

kartoffelngeist wrote:I don't want to send the message that people should go to a framer. I want to promote the idea that people should come here.

Andrew - I totally understand and agree.
This is the conundrum with generic marketing.

So you could use the first sticker on my original post in your window - And hopefully get some benefit
If you want them to come to your shop, then its up to you to do the advertising

My goal is to try and increase the numbers going into any frame shop.
Not just UK, but worldwide, by using my distributors overseas to give the stickers to their customers

Complete the picture... get it framed!
Search for Bespoke Picture Framers in your area.

That's a good one David.

But bear in mind it's world wide. Say "Bespoke" to an American and he would look at you like this >