Shopping/Framing Comparison

[Sherry Gray]

This past summer, while doing financials research at the shop, I figured out that 15% of my 2000-name database had been added since January. Which led me to consider that some of my previous customers must have migrated to the competition. And my biggest competition is a big box store 20 minutes away. In an effort to better figure out why, I decided to compare apples to apples. I paid a local stitchery shop to cross stitch two identical pieces. I framed one and had my daughter take the other piece to the competition for framing. 42 days later I picked it up. While my design I believe is stunning, theirs is not a bad design; but the workmanship is truly atrocious. I haven't taken it apart to eyeball the interior, but here are the obvious problems: part of the image is covered by the mats, two pins are visible in the fabric, the fabric is not stretched tight, trash bits inside the frame, but the kicker is that the piece is wired upside down and the image is backwards. Cost for this was $169 (50% off frame sale); and mine came to $250 (with a fancy cut linen mat and wider frame). I cross market with The Stitchery Mart and in her monthly newsletter, the owner announced that I was giving a $10 off coupon to anyone taking the time to come in my shop and point out just one problem with their frame job (without mentioning the name of the competition). Folks, it takes even these veteran stitchers a while to focus on the problems, even with it being upside down. I, like many of you other Grumblers, have held myself above the competition by way of service and quality. I truly have been amazed by the totally unexpected reactions; and now am reaching the conclusion that my shop must add another soapbox to stand on besides quality (and service which is another thread in itself).

[Ron Eggers]

Sherry,

I wouldn't assume that your "missing" customers have crossed over to the "other side."

Buying patterns of framing customers are not like grocery shoppers. They might bring in framing monthly for a couple of years, disappear for 6-10 years, and then start another round.

Incredible as it may seem to us, people can go on extended framing fasts when they have nothing framed at all!

Your observations about the competition's framing correspond closely with what a lot of us see: Decent - sometimes elaborate - designs (though often with itty bitty mats) and truly awful execution. I call it facade framing and a lot of folks are quite impressed with it - right up until things start to buckle or fall apart.

Then who do they bring it to to perform the duct-tape-ectomy?

Maybe think about doing a display cut-away of their frame and yours to point out the interior differences. You don't have to mention them by name. Just label them "theirs" and "ours."

[Sherry Gray]

And on the other hand, while I know the framing habits of consumers are cyclical, as my daughter was at the design counter, so was one of my customers for whom I had gone more than an extra mile last December. My business is up 10% over last year, but in order to really grow I need those new customers I have, plus the ones I have already done business with. I want to be proactive, not reactive, and close the barn door before the horse gets out. Ron, the idea of a cut-away is a great one, and I will do that soon. Thanks.

[AWG]

I think Ron's term of "facade framing" is a great one and a big reason why some of us have difficulty seperating "us" from "them."

To the untrained or uncritical eye, gold paint might look like gold leaf. A distressed hand-finish might look like a simple paper wrap. Unless we tell them they don't know a paper mat from a rag mat. :eek:

A guts-and-all display is a good idea. Here's what we're doing: Most stores have some kind of "brag book". With a digital camera it's easier then ever to document our good projects as well as the bad stuff we find sometimes. What we're doing is shooting reframe jobs, showing the tape stretched needlepoints, the ATG on top of art, faded paper mats, etc. as examples of bad framing. We're taking these pictures for condition reports anyway, so it's no big deal. Then we put 'em in the book.

Another thing: our shop layout is very open. We don't have the mysterious "black hole" workshop; we even have customer entrances in back (workshop) and in front (gallery and display area). :cool: Anyone is welcome to come in the shop (on THAT side of the worktable!) and see what's going on. It's a great showcase of our techniques, our quality and who/what we're framing. It's great when our customers see their work next to a piece we're re-framing for the local museum. They know if we're trusted and good enough for the museum we're good enough for their stuff.

[gemsmom]

Do I understand this correctly? You let people into your work area? You might want to check with your insurance company on that. They might have a problem with it. I am pretty sure OSHA wouldn't go for it. If someone got hurt, you could be in for trouble.

If you can stand having people watch you work (I can't), great. I just think they should do it from outside the work area.

[AWG]

Hi Pam:
It's really a "viewing area". Not tools, materials, customer work, etc. where they come in. The thing is that they can see what we're doing, and more importantly for our "image" who we're doing it for. Nothing hidden and everything out in the open.

"NO - you can't come behind the table. That's far enough!"

Tony

[Ron Eggers]

I could be wrong, but I don't think OSHA cares what happens to our customers - just our employees.

I visited a shop, in Minneapolis or St Paul, I think, where the framers worked behind viewing windows - kinda like the monkey house at the zoo.

Most of the time, I'd be okay with that, but - when I'm standing there with a bewildered look on my face or spinning around in a little circle trying to remember what I was doing - I don't think anyone should see it.

[gemsmom]

I'm sure you're right about OSHA, Ron. I just get concerned about people in the backroom in this sue-happy society. One just never knows when something might go wrong. People watch me work? Never! That is just the time something awful would happen.

[Cliff Wilson]

In general, I agree with Pam on this. The general public in the back room, as a common practice, seems to add an element of risk that isn't necessary. However, being able to see the work area has some appeal. They can't see mine without going "behind the wall," however.

I have, on a couple of occasions, brought an artist (with a last minute job) in the back while I was working on their piece. I have actually had THEM mount their work with me explaining materials and process as they did the mounting. At the same time I got glass and filler ready. The interesting thing is ... these artists used to do much of their own framing and only brought "special" work to me, now they bring most work to me. AND, they have started sending friends and artist aquaintances.

There is something to be said for people SEEING and LEARNING that you know what you're doing.

[Framerguy]

Allowing your customers to "see" what you are doing is, indeed, a learning tool for them to better understand the whys and wherefores of custom framing from the actual work involved to the cost for such services. But there are many drawbacks to having free access to the work area.

My work area is next to my retail area and there is an open doorway leading from one area to the other. My Laborador retriever stays in the work area and I have a large cardboard sheet about 2' high that keeps him in the work area. But it doesn't keep the youngsters out&nbsp of that same work area. And you all know what happens when a child spies a dog! They both want to play! I have tried all manners of "blockades" from baby gates which don't fit the extra wide opening of the doorway to various sheets of different materials which either are awkward to move back and forth when I need to enter that area or are working well for the dog but are easy for the child to move. (I have't tried barbed wire yet!) tongue.gif

There are simply too many sharp objects lying on shelves in my work tables to allow such entries by small fry. I have one customer that has a particularly precocious little boy who has climbed, crawled, jumped, and slid into almost every corner of my shop in the last few visits! He insists on going into the work area and playing "tennis" with the dog. Invariably, he will try to climb onto the shelving of my work tables where there are Exacto knives, box cutters, mat blades, and all sorts of supplies stored and I finally had to take things in hand since the mother didn't seem to care. She got upset with me for physically leading her dearly beloved out of the work area the other day and I had to explain that it was in his best interest to stay out of that room.

I worry about accidents happening with adults but I have a much larger concern with children who don't know better getting cut or injured in my work area. I try to keep everyone out of that room unless invited to come in and see something specific.

Framerguy

[Jack Cee]

I do not work on framing when I have a customer in the store. If a visitor is looking, I ask them to let me know when I can help but that I will keep working until they do. It is not possible to concentrate on work with someone watching me, not even a good friend. I will stop and talk and discontinue working when they leave. You probably have dealt with inconsiderate visitors and have felt the frustration. I operate a one man shop with a helper on Saturdays; I have changed my operation and no longer have a framed art disply area; or a poster or limited edition area. Framing only, bring your art work with you. Special orders on limited editions only. The business has changed a lot in the last 5 years with internet purchases made cheaper than I can ever sell them; I even give customers the internet site to visit for their wants. It works very well and I am not bothered by Lookie Lous.

Jack Cee

[AWG]

redface.gif redface.gif Man, next time I write something I better think it out first.... redface.gif redface.gif


OK, enough thinking it out. Our workshop area is open, through a doorway from the display area. We have an entrance from our main parking area that "skirts" the workshop area, but definitely seperated by a large worktable (not a monkey in a cage, although sometimes I feel like the monkey :D ). We also have a set of French doors between the display and workshop areas that we can use to close off each section. NO physical access (see with your eyes, not your hands)to the actual working framing area. They can see but not touch just about anything going on. I wouldn't want someone fresh from McDonalds to come in with french fry grease on their hands, touching this "cool print" - NO WAY.

Our shop layout is safe for our customers, lets us de-mystify the framing process while helping them understand why we're doing what we do. It's another thing that helps seperate "us" from "them".

Next time you're down this way....
Tony

[Emibub]

Not that this adds much to the converstaion, but.........When I ended up at my last Michael's store their new concept for the new store was to have windows go the whole length of the frameshop. So, what we got was this :eek: :eek: :eek: :eek: :eek: :eek: :eek: :eek: .......all day long. It slowed down our work progress. A certain number of people need to remain in the back framing no matter how deep they are stacked at the counter. But the people would scream if they saw another available person in the back not helping on the counter. I always felt those people looking at me like a steak on a grill, very uncomfortable. We had a sign up that said "Don't feed the Framers" because it did make you feel like a monkey in a zoo......

[ 11-11-2003, 04:06 PM: Message edited by: Emibub ]

[Ron Eggers]

Here's a helpful tip for those who might find themselves behind the viewing window with people staring and making you nervous.

Many years ago, in a movie, there were two people who wanted to be inconspicuous in a crowd. They didn't want anyone looking at them long enough that they could later identify them or pick* them out of a lineup. I don't remember what they were up to, except that they were up to no good. (Sort of like framers in the back room.)

Any time someone would look in their direction, one of the two guys would start picking his nose in a very big way. People would naturally look away in disgust.

Try it the next time someone is staring.

*Interesting choice of words, huh?

[Bill Henry-]

If we're proud of our craftsmanship, I would think we'd be eager to show folks our back room.

I love it when someone claims to be able to make frames at home with their Sear's miter box. I take them back to the chopper, grab a piece of scrap and slice it up. Once they see how smooth the cut is and how perfect the 45º cut is, we've got a new customer.

Just don't let them see for themselves how sharp the hollow ground edge is.