Gallery vs Non Gallery

[OzDave]

I saw recently in one of the PPFA newsletters, An old one I think, that Framers with no Gallery do twice as much framing as framers with galleries. I was quite surprised by this and was wondering why this would be so. Any Suggestions?

Maybe I have to change my tack.

[JRB]

The public perceive the framer with no gallery as a one hundred percent picture framer. That translates to better quality framing, competitive pricing, etc.

The gallery owner, who also does framing, (that is the perception) does not need to be competitive, since framing is a sideline to the highly lucrative "art" gallery. (again, a perception).

How the public perceives your business will have a huge impact on your sales. If you look expensive, your traffic count will probably be lower than the shop that looks inexpensive. Both these shops can have a pricing structure that is actually the opposite of their outward appearance, it will not change a thing, the inexpensive looking shop will do more business.

There are of course limits to this theory, people do not want to shop in a dump, they also do want to shop where they feel outclassed. Ideally, your business should look inviting, comfortable, and a nice place to be.

John

[JRB]

Forgot one very important thing. Your business should look permanent. Your business should never give even the slightest hint that things may be shaky, that you could go out of business.

You don't have to spend a lot to give a permanent impression, some paint, some carpeting (new) where appropriate, decent lighting, soft background music. Change your window displays regularly, even if you have to stay late to do it.

Advertise regularly, in a medium you can afford. By paint I meant, paint your benches, legs, sides, etc. Make darn sure your customers can never see any raw plywood or 2X4s, paint everything in your shop.

John

[Patrick Leeland]

OzDave would you mind telling me which issue that might have been in? I would like to take a gander at the story that follows if there is one.
Thanks
Patrick Leeland

[OzDave]

Patrick,

It took me a while but I found it again. It under Market Research and then Assessing the results. In particular Page 4.

Dave

[Elaine]

We started out in our retail space with the name Long Lake Gallery, our focus was framing, but added the gallery piece as a supplement. I kept getting comments that people woulds say: "that's just a gallery" or "that's just a frame shop" a lot of these people would stand outside the door and make these comments. I had a customer say to me one day after we had moved the store and changed the name (took gallery off), that "she would never go to a gallery to do framing"

New location, focus=framing=increased framing sales

What John said - DITTO!!

Elaine

[OzDave]

Ths is surprising me. i wonder if it is the same in Aus. I will have to do a bit more research into this. Still more comments plz

[JRB]

OzDave, y'all talk funny. Somehow I doubt if it would change a thing. The basics of human nature remain the same no matter what the culture is.

People want the best they can get, for the least amount of money. Nobody wants poor quality, doesn't matter what the price is .

Most folks are able to figure out that having anything made on a custom basis is not going to be inexpensive. That being the case, even the lowest priced custom picture framer is not going to be cheap. Therefor, since they are spending more money than they would like, they will want the best quality they can get for their dollars.

In the customers mind, a gallery that also does custom picture framing, or the photo studio that also does picture framing, or the paint store that also does custom framing, will not stand up quality wise, to the shop that ONLY does custom framing.

John

[DavidS]

OzDave G'day mate
What do you mean when you say gallery?
Do you sell local art, craft, cards, pottery, or what?
Could your town support you if you "just frame"?
Are there other framers in your town?
How many other galleries are there in town?
Is it known for arts & crafts?
Are you looking to sell to locals or tourists?
Also remember that you are in the worst drought in a loooong time.
Does the town have a negative view of local business?
Have you seen John Ranes site?
DavidS

[OzDave]

Davids,

You know me from your web design,
Anyway for your questions.
A gallery is a print gallery selling LE and open edition prints.
We dont sell any local crafts etc
Probably could support if we just framed although there are 2 other framers in town.
Other galleries are generally the council and government run galleries.
We are not a tourist town in any way.
Drought is not a factor as I am beanchmarking on other framers in town
Yes I have seen John Ranes site.
This is one of the questions. should I diversify into other areas such as giftware, etc or do I retract into framing only.
Does, doing less frames mean that there will be less profit, or can I suppliment my income by having a gallery and not having to work as hard?

[Dancinbaer]

Just a thought,
Elaine said they removed "Gallary" from their name. Would chosing a name for example "Dancin' Baer Custom Framing and Gallary" give the customer the correct impression that your primary business is framing but you also sell artwork?

[OzDave]

Strange I dont have the word gallery in my name. I think its just an impression. I personnally dont think the name will make any different. It would be what people see, before they walk in.

[DavidS]

OzDave
Yes I knew who you were that's why I replied, but I had no idea what else you sold. In my own case I'm a one man shop. As I think you know I sell my own & my wifes works from our gallery I also sell a little turned wood. As a result these are profitable to me plus I can show customers different ways to frame jobs as there are always examples hanging on the walls . I also carry a modest range of art supplies (top quality stuff only) we have a few locals who paint & some tourists buy materials on the road. Down the track I will slowly add other things to expand the range the aim for me is keep the customer browing as long as possible the more time the chance of a sale. I find most who walk through the door are only 'tyre kickers' but some come back or refer others to me. We only opened this shop up this way 18 months ago it was planned carefully & has been more successful than we had envisaged. I do know in my case if I only framed I would have closed the door long ago, you have to be versalite in a little country town. It works for us BUT that it would work in your town I do not know!! I wouldn't mind having a yarn to if you would like to nominate a suitable time.
DavidS