Toying with promotional ideas

[EllenAtHowards]

The thread on whether or not discounting is 'wrong' has started some ideas percolating in the minds of the Owners of Howard's. We wish to avoid the Sale Every Week Plan.
Here is what we are considering:
a) twice a year Oct and May have a second frame job at 50% (or whatever) off sale
b) each month have a different type of framing sale. e.g. June is 20% off diplomas, July is 20% off anything with a flag in it, etc.
c) Give each designer a certain number of Discount Cards to hand out each month.(smascks of the Lottery, though... wonder if we could get 'scratch-offs' done cheap?)
d) other ideas that won't 1) break the bank or 2) put customers to sleep?

[joe]

Ellen that thread on discounting is a great one! I've been thinking of running a Saturday special on selected gift items. My Saturday business is woefull as it is. I may buy a sidewalk sign like Marc Bluestone suggested in his course I took last year at Atlanta.

Another idea I have is to run a special on black frame styles in early September; call it "Frame Noir Sale". (That name may be too arty)

I've come to believe the greatest stumbling block to success is human inertia.

[framinzfun]

We used to do a sort of multiple discount sale that worked pretty well... One piece was 10% off, two pieces 15%, three or more 20% off... it made people try to bring in as many pieces as they could to get a better deal... We also found that people enjoy sales that use the word 'free' somewhere, even if it is a silly free item, like "Free Square of Toilet Paper with Every Purchase".

[D_Derbonne]

IF you're aiming at college grads for diploma specials you should wait until July or August.
They may graduate in June but they don't get that piece of paper for 4-6 weeks!

[Ron Eggers]

I helped a friend tear down an eighty-year-old unpainted barn 25 years ago. In return, I got a lifetime supply* of very nice barnwood.

I was selling barnwood frames for $1/foot for a while. People were putting Van Gogh prints and baby samplers in barnwood, so I had to stop.

My point is, if you have a sale on black frames, be prepared to frame some Precious Moments cross stitch pieces in black frames.

* I ran out about 15 years ago.

[Cliff Wilson]

Gee, when I saw the tread title, I thought you were going to give away a toy with each frame job. You know, a beanie baby with your baby picture? Hmmm, I'll have to ruminate on this one ...

[DB]

Ellen, I'm still working on this one myself. I do think an occasional discount is good for driving more business, and a sale every year or two to get rid of old stock, but I don't want to do constant sales and discounts. Maybe I will have to change that to compete with the BB's, but I will approach that slowly. My goal right now is to have some kind of promotion every month. I have a small gallery so an artist's reception about 4 times a year works well. As the holidays approach, an open house is still a pretty good bet. In October (I think) I am having a silhouette artist come for a weekend. In July/August, however, so many people are away that I avoid reception/open house ideas and fall back on a discount on framing or an inventory reduction sale. I tried your idea in the past (selective discounting like diplomas or vacation memories or wedding portraits ) but the results were dismal. I even tried a freebie approach, but that was a bust as well. I gathered all the old inventory of posters and offered these select images 'free if framed at Expressions'. I think I sold 5 frame jobs with that one. It's all trial and error, isn't it? I think your twice a year/second frame at 50% off idea might work. The designer approach might work, but won't create a big bang.
Here's an idea I am working on:
We just bought a playset for my daughter...one of those big wood systems by Rainbow. Included with the new set were three complete catalogues. Why? Well, when we have a play date and the parents comment on the set, of course instead of simply referring them to the shop where we bought it we can also hand them a catalogue. Brilliant marketing! So, now I'm thinking, how can I use this approach? I think I am going to use the 'gift certificate' idea. Whenever we frame something, I will send the client off with 3 cards and brochures with their name on it and a small incentive so the new client has to show us the card. For every referrel, we send the original client a gift certificate to use on their next frame job, along with a great big thank you. Anyone else use this?

[Paul N]

One thing that came to my mind and which I started recently, and also has many advantages:

I scrutinize the local newspaper for a worthy cause (currently, I found a Diabetes Research / Golf event) and framed the article, free of charge, for the local person mentioned in the article. We made it a monthly event.

This helps to serve the community, makes people aware of the cause, the store and the quality work we do.

Also, other people mentioned the article may feel tempted (jealous...;) and want to have the same article framed for them too (this won't be a freebie though, but slightly discounted). But most of all, it makes me feel good about helping this cause.

[Grumbler F.K.A. Harry]

Diane,
I have been working on a version of that one myself. I haven't tried it yet. Simply because I haven't gotten to it. I don't see a down side. It's that whole "Human Inertia" thing....

Cliff, Beanie Babies? You need to get out of that shop more......

[Bob Carter]

Hi Ellen-You might be careful about that second frame 50% promotion. The real problem is that you now allow the consumer to select which item they want on sale and the margins on Brand A might not be as generous as Brand B. I am mentioning this especially for those that use blind markups based on chop prices that so many POS programs seem to use.

Unless you have the ability to "direct" the sale to those lines that historically have better margins, it might not yield a satifactory CoG.

I must say that the best way to find out how effective each promotion might be is to give it a wing and see what happens

[j Paul]

Haven't thought this through enough to see how it can apply to frame shops.

A new family sports eatery is opening in our plaza. Today the owner stopped in and said they were having a practice opening, to stop down after work, dinner was on them. Well they had every employee from every shift there and the place was full of invited patrons. Our Free Meal would have come to about $24.oo plus tip.

Good practice for them, a lot of happy customers are going to spread the word about the great food and the new family friendly sports bar. Now I don't know what it cost them, but I bet they could not have "bought" better advertising.

On a much smaller scale (I am sure many of you do the same kind of thing.) I had a returning framing customer stop in and wanted me to cut a little 5"x5" mat for a wedding photo to go in her ready made. No problem I'll do it while you wait. No Charge for you Mrs. ________,my favorite customer. You would have thought I had given her the world, instead of a little mat scrap. Good will advertising certainly worth more than the buck or two I could have charged.

[DB]

Don't stop with your regulars. I've had newbies come in with the "We just moved in and we're hanging all of our pictures this weekend. Can I buy some hooks from you?" or "We just bought this cheap poster at the BB, but there is no wire. Can you wire it for me?" When I hand them a bag of hooks or a wired piece, they always ask "How much do I owe you?" "Nothing" "Oh, I have to give you something (for your time)". "Just remember us when you have a bigger framing project" . Believe me, they do.

[gemsmom]

With the 50% off second frame promo, can't you just say "lower retail item 50% off", or something to that effect?

[Dermot]

Beware of making to much reference to the type of price i.e.: “RETAIL PRICE”….first thing that would cross my mind is Oh….so you have other prices…..and pricing

I was looking in my local supermarket the other day…….lots of sales and promotions all the time……but very focused never across the full range….for example they have a promotion believe it or not for ready made frames at present…….PRICE: €19.95 buy two and get the second one at half price…….note there is no focus on the type of price……BTW they then follow up with other offers for other products around the store in the same vain…..and the one I like best is BUY 3 and get the third one FREE……note this and the BUY 2 offer….

[j Paul]

Now this is not an origianl idea, I think I read it here on the Grumble. One of many little things we do.

We give out 1/2 dozen pictures hooks with every business card. We bought about 1000 #2 white bags at Sam's Club for 5 or 6 bucks. They are just about the size of a business card when folded over and we put in 1/2dozen bulk 20# hangers and staple our card to the package.

We give them to any/especially first time customers and tell them to put them in the drawer at home so they will have them handy next time they are ready to hang a picture. The idea is they are unlikely to rip our card off the package until they need the hooks and hopefully think of us.

We currently have a nice framed print (Retail approx $400) that we have a drawing for quarterly for those who sign up for our email newletter. Winner will only be notified by email. Hoping to build up that email list as it is cheaper than postcards and easier to keep in touch quickly.

[OzDave]

j Paul,

I haved helped in the fitting out of a couple of BB (not framing) and they have a day before the official opening where they invite the family and friends of the people working so the staff can get practice at operating tills etc. People a generally more patient if they know its a test run and its a good way of ironing out the wrinkles. Yes it may have cost a bomb, but it better than losing potential good customers on the first day.