Enter the "We Need an Identity" Contest

[Paul Cascio]

The winner will have two prize options:

A) An 8x10 glossy of me (Suitable for framing of course. Limited Edition Giclee available for a slight upcharge.)

B) Nothing.

I have no doubt which one will be chosen. I'd make the same choice.

I'd like to hear your ideas, unless you will accuse me of stealing them to write a book or sell used cars, or the like.

I think most of us would agree that one of the things that plagues small box framers is that our collective public image has been created as much by the chain store advertising as by anything we have done, or not done.

I think the public sees the Always-On-Sale Framers as offering "Value Framing" and us as offering "Expensive Framing."

In fact, when our competitors advertise 50%-off and fail to explain, "Off of What," the "What" is easy to interpret as 50%-off of our prices.

Perhaps more than anything else, we need a collective identity for our industry. It needs to be one that conveys a positive image, while also differentiating us from the AOS Framers. Hence this contest.

It's important that all entries meet the following criteria:

1. Brevity - a winning entry can be no more than a few words long. Think of successful catch phrases such as, "Pork, the Other White Meat," and the mooother of all cooperative marketing catch phrases, "got milk?"

2. Must have extensibility. We must be able to build a marketing campaign around it. Again, think of those mentioned above.

3. And it can't be "got frames." That sucks.


FYI, I have one that I'll be introducing very soon now and every indie framer will have an opportunity use it for free. However, as a matter of dilgence, if another idea comes up that is better, meets the criteria set forth above, and is embraced by HH-ers, the Grumbling masses, and others in the industry, I would scrap my idea and help create a different one.

So, let's get to work.

Thanks and good luck.

[apetty]

Awww, come on Paul....change that first prize to a 16 x 20 gallery...err...float frame wrap or I ain't playin'.

[Jerry Ervin]

If only this could be 1/10th as successful as the FTD florist thing...

How about

Frame Your Life

[Dave]

How about ...


"When you take it to a Professional Framer
you'll leave with a Lasting Impression."






...or if you don't like that one...






"Custom Framers Need to Eat Too!"

:popc:


Dave Makielski

[wpfay]

can you say:

FramerSelect

The infrastructure was there, the best minds in the business were involved, and they still couldn't get enough people to sign up to make it work...even at a lousy $120.00/year. And the sad part is that it was beginning to work when it was abandoned for lack of "critical mass".

[Paul Cascio]

can you say:

FramerSelect

Yes, I can and hopefully we have all learned from that.

I have great respect for Mr. Goltz and applaud his gallant effort. However, having the benefit of hindsight, it's now easy to see that it was a flawed campaign that was doomed to fail.

I certainly mean no disrespect to him by this, and I think he would probably agree with my assessment.

[Bogframe]

Nice Frame...Well hung, too!

[Jerry Ervin]

In all fairness to FramerSelect...

I believe that when it started, successful businesses didn't need it. They already had things in play that made them successful. The struggling shops that needed it, couldn't afford it. It was like $120 a month when I first saw it. They dropped the price to $120 a year right before Jay Goltz folded it.

I still think it was a great idea in concept and I would really like to see it happen again. It would have to be done by someone that had a ton of money to get it really rolling.

[Cliff Wilson]

Ok, I'll play ...

Get Framed!

Framed Memories Last!

Frame it for What It's Worth (I suppose this could backfire!)


And, in MANY things, if we don't "try again in a new way" nothing would get done! Just because something failed doesn't mean a minor twist or just a new time and place can't make it work.

[Dave]

To play on yours, Cliff...


"If it's Worth Framing ...
It's Worth Framing Well.

Take it to a Professional
Picture Framer."

Dave Makielski

[Emibub]

Okay, I will throw my hat into the ring...................

Their Framing sucks and ours Doesn't!!!!!
But, if it gets used I'll expect royalties, none of this "lets's do it for the team" carp.

[Dave]

"For a Hobbly Frame, let Michael do it ...otherwise bring it to a Professional Custom Framer."

;) :icon21: :D

Dave Makielski

[Paul Cascio]

How about ...


"When you take it to a Professional Framer
you'll leave with a Lasting Impression."






...or if you don't like that one...






"Custom Framers Need to Eat Too!"

:popc:


Dave Makielski







SUCKS! Yeah, where? In the wallet?

SUCKS! We're not going for sympathy sales. Not yet. I did used to get most of my dates that way however, so I do know that that approach works.

C'mon Dave. I expect better from you.

[Paul Cascio]

Nice Frame...Well hung, too!

With a little work, could be a good bumper sticker.:D

[Paul Cascio]

Ok, I'll play ...

Get Framed!

Framed Memories Last!

Frame it for What It's Worth (I suppose this could backfire!)


And, in MANY things, if we don't "try again in a new way" nothing would get done! Just because something failed doesn't mean a minor twist or just a new time and place can't make it work.


That's it Cliff? That's all ya' got? :D

[Dave]

SUCKS! Yeah, where? In the wallet?

SUCKS! We're not going for sympathy sales. Not yet. I did used to get most of my dates that way however, so I do know that that approach works.

C'mon Dave. I expect better from you.


???



Dave Makielski

[Paul Cascio]

Okay, I will throw my hat into the ring...................

Their Framing sucks and ours Doesn't!!!!!
But, if it gets used I'll expect royalties, none of this "lets's do it for the team" carp.

Don't start spending those royalty checks just yet Emibub. :-) And check your email too.

How about, "Their Framing Sucks and Our Slogan Sucks Too." :smileyshot22:

[Verdaccio]

You are here...

Because you understand that Value is a lot more than just Price.

Because you value the Expertise, Creativity and the Meticulous Care we bring to your project

Because we will treat you like a Customer and guarantee your Satisfaction - we stand 100% behind our work.

[Dave]

...
I'd like to hear your ideas, ...

I don't think you meant this, Paul.

Dave Makielski

[j Paul]

Have to let the wheels turn for awhile and see what comes out. Will get back to you!

[Paul Cascio]

I don't think you meant this, Paul.

Dave Makielski

Sure I meant it. I'm just trying to help you win the contest. You do want my picture, don't you? :D

[Paul Cascio]

You are here...

Because you understand that Value is a lot more than just Price.

Because you value the Expertise, Creativity and the Meticulous Care we bring to your project

Because we will treat you like a Customer and guarantee your Satisfaction - we stand 100% behind our work.


Good try Verdaccio, but a bit weak on the brevity requirement. :)

[Verdaccio]

Okay, so it's not High Concept..but I will likely put something like it up in my shop behind the counter.

I think it is good to validate to a customer why they chose to walk through your door.

[wpfay]

It's your art...
Wouldn't you really rather have it professionally framed?

[Paul Cascio]

It's your art...
Wouldn't you really rather have it professionally framed?

Unencumbered Wally? zzzzzzzzzzzzz

By definition, the Always-On-Sale Framers are professional too.

[Sierra FrameWorks]

We have on display "shopped" estimates of the same print from Michael's and Aaron Bros. at their 50% off prices and compared it with our regular price(in a printed est. form) all collaged in a nice frame. The title reads:

DARE TO COMPARE !!!

It gets scrutinized by alot of people, regular customers and browzers alike.

Just my two cents worth-may have more later(if bus. picks up!)


Ken w/Sierra FrameWorks

[Doug Gemmell]

The best VALUE in town.
Value=quality, service, selection, and price.

(Hold off on that picture there Paul)

[kra]

Not original, nor short and sweet

"The Bitterness of Poor Quality & Mediocre Service, Remains Long After the Sweetness of Low Price is Forgotten!"

Randy

[Jim Miller]

Framing: Buy the best and enjoy it every day.

If cheaper is better, why aren't you driving a Yugo?

Throw-away framing costs throw-away money.

The best framing doesn't cost more. It saves more of what's in it.



I'd do almost anything for a picture of Paul Cascio. Well, maybe not almost anything...maybe more like almost nothing.

[Harry FKA Harry]

Im the spirit of sharing.... here's a couple;

"QUALITY, SERVICE, and CREATIVITY"
(actually used yo use that one, but abandoned it for something else.)

"GET IT FRAMED"
(Can see a lot of marketing and advertising possibilities for this one)
1. Do you have a cherrished photograph of your Dad, GET IT FRAMED.
2. You just earned your Master's Degree, GET IT FRAMED...... and so on.

[Harry FKA Harry]

Oh by the way, forgot to mention....

I LOVE THIS IDEA!

[Paul Cascio]

We have on display "shopped" estimates of the same print from Michael's and Aaron Bros. at their 50% off prices and compared it with our regular price(in a printed est. form) all collaged in a nice frame. The title reads:

DARE TO COMPARE !!!

It gets scrutinized by alot of people, regular customers and browzers alike.

Just my two cents worth-may have more later(if bus. picks up!)


Ken w/Sierra FrameWorks

Great technique Ken. I did the same thing once. Took a poster to an AOS Framer and actually pictured both invoices in a newpaper ad with the prices in very large type.

The headline I wanted to use sounded something like "Take a Hike Spike," but the newpaper wouldn't let me - said it was derrogatory. Imagine that. This was in 1997 when that company first appeared on the horizon in my area.

[Framerguy]

Before y'all start to change "our image" to whatever you have in mind, suppose we first drop a few catch words that have a tendency to play right into "their" hands rather than set us apart from "them"??

Two that Mr. Cascio has used here on this forum numerous times that I feel are not of a positive nature are "small box framers" and "indie framers". Both of those convey an adolscent nature to our profession and tend to put us in a sort of playtime atmosphere rather than a professional serious nature that I assume you are striving to reach. They have a ring to them that some other derogatory nicknames of the past had and I didn't like those either.

Phrases like "basement framers" and "garage framers" just never sat well with me. And now it shows up in somebody's "statistics" that homebased framers account for more framing than us so called "indies".

Truthfully, I am seeing one hodge podge after another of ideas to "build us up" and get us "involved" and I am still not sure exactly what we are involving ourselves in since all of this has had such a cloak of mystery! All I have seen so far is conjecture on the framers' parts and non-response on Mr. Cascio's part to exactly what this is all about.

For me, I will sit in the back of the room and keep my notebook handy. Maybe I will learn something.

Edit:

And I haven't a clue what an AOS framer is??? Would someone enlighten me on this term??

OK, it isn't "Always Out of Stock", it is "Always On Sale", .......................got it.

(Didn't know we needed and acronym for that term.)

[Harry FKA Harry]

Truthfully, I am seeing one hodge podge after another of ideas to "build us up" and get us "involved" and I am still not sure exactly what we are involving ourselves in since all of this has had such a cloak of mystery! All I have seen so far is conjecture on the framers' parts and non-response on Mr. Cascio's part to exactly what this is all about.

it's a classic management strategy...... get everyone involved in an effort to get "buy-in". very effective......

[Paul Cascio]

Im the spirit of sharing.... here's a couple;

"QUALITY, SERVICE, and CREATIVITY"
(actually used yo use that one, but abandoned it for something else.)

"GET IT FRAMED"
(Can see a lot of marketing and advertising possibilities for this one)
1. Do you have a cherrished photograph of your Dad, GET IT FRAMED.
2. You just earned your Master's Degree, GET IT FRAMED...... and so on.

Okay Harry, I'll let you down easy since you really seem emotionally attached to this one.

IT SUCKS!

Quality and Service okay, but where's the creativity?

Now don't go geting suicidal (and especially not homicidal) on me. Try again man I'm countin' on you. :beer:

[Paul Cascio]

it's a classic management strategy...... get everyone involved in an effort to get "buy-in". very effective......

Oh thanks Harry. Now I feel bad about ripping your contest entry. Will you ever forgive me? :cry:

[Harry FKA Harry]

Okay Harry, I'll let you down easy since you really seem emotionally attached to this one.

IT SUCKS!

Quality and Service okay, but where's the creativity?

Now don't go geting suicidal (and especially not homicidal) on me. Try again man I'm countin' on you. :beer:

Well. Don't hold back, but tell me what you really think....... Suicidal? Please. Homocidal? Maybe.

[Richard Darling]

I've used this a couple times in my own ads:

"Better things don't come in Big Boxes"

I thought about the positive: "Better things come in Small Boxes", but my wife didn't think that portraying ourselves as a "small box" was good.

[Paul Cascio]

Homicidal eh? That's what I was afraid of. I think you might have to get in line.

Thanks Harry. Glad you have a sense of humor.

You do have a sense of humor, right Harry? Harry?

[seido]

How about...

"THE ART OF CUSTOM FRAMING"

Which can be followed by... @ name of your shop

I've used this in my advertising to let people know that there is more to framing than a plastic ready made frame for the $3 print they got at the street fair.

Joel

[Paul Cascio]

I've used this a couple times in my own ads:

"Better things don't come in Big Boxes"

I thought about the positive: "Better things come in Small Boxes", but my wife didn't think that portraying ourselves as a "small box" was good.

I agree with your wife. The slang we use amongst friends however is different than what we would put in an ad or use when talking to a customer.

Keep those entries coming.

[Paul Cascio]

How about...

"THE ART OF CUSTOM FRAMING"

Which can be followed by... @ name of your shop
Joel

Not bad Joel. I like that it differentiates, which is something we really need to do to create an identity.

You're in first place so far, but we're still in the compulsaries.

[Mary M]

"Art brings life to your walls. Framers bring life to your art."

Or something like that.
I didn't make that up-somebody else in this group did, but I can't remember who, and the search didn't bring up anything appropriate. I've been waiting for someone to remember this one...I've used it (with generic permission) and gotten some good feedback from it.

[Paul Cascio]

That's cute Mary, but we need somthing that will help us, without helping the other guys. Otherwise, no advantage is gained.

Got more? Send 'em in.

[loganframer]

How about:
"GIVE YOUR ART AN EXTREME MAKEOVER"
Let a custom frame professional recreate(or create) a new look for your keepsakes.
Visit anyone of thousands of independent frame consultants in your area for options.

This ad brought to you by the independent custom framers of America......

I know kinda long but in the same vain as the many home decor shows on TV. If its not trademarked of course.

[Rick Granick]

FRAMED for LIFE

Professional Framing: Your Art's Best Friend

Professional Framing:
A Great Value , A Joy for Life

(heart)* your Art? So do we.
Your local Professional Framer.
*(like the heart symbol in "I (heart) NY)

Frame it Right, It's Yours for Life.
Your local Professional Framer.

:cool: Rick
Maybe we could make Professional Framer (or something similar) a trademark or service mark, like Realtor.

[seido]

Gee, I've never been in first place before!!!

So here's the line I use under my company name on my site.

EXCEPTIONAL QUALITY...EXCEPTIONAL SERVICE

Which, as a stand alone line, could be.

EXCEPTIONAL FRAMIING...EXCEPTIONAL SERVICE

...since service is the biggest difference between us and them.

Joel

[Paul Cascio]

Joel, I disagree about service being an issue. Sure, most of us are better, probably because we're the owner and therefore have the greatest incentive.

However, selling Service is not going to change our future. We've been doing this for years. It ain't workin'.

Nor will Quality - not for most people. If the consumer can't tell the difference, or doesn't care, then it doesn't make a difference.

In fairness, the Alway-One-Sale Framers do a good job at both quality and customer service, especially in the eyes of the only judges that count..consumers.

Do we need to sell these advantages to the public? Yes, but it's a hard sell. It can be done, but it's not easy.

Besides, we've already got that segment of the market. We need to get the huge part that we're losing to AOS Framer.

[seido]

Good point...I should have quit while I was ahead!!!!!!!

Joel

[Harry FKA Harry]

"WE'RE NOT EXSPENSIVE, OUR FRAMING JUST LOOKS THAT WAY"

or how about,

"NO COUPON GAMES, JUST GREAT FRAMES"

oh wait, heres the winner....

"COUPONS? WE DON'T NEED NO STINKING COUPONS."

sorry getting punchy.......

[Paul Cascio]

"WE'RE NOT EXSPENSIVE, OUR FRAMING JUST LOOKS THAT WAY"

or how about,

"NO COUPON GAMES, JUST GREAT FRAMES"

oh wait, heres the winner....

"COUPONS? WE DON'T NEED NO STINKING COUPONS."

sorry getting punchy.......

Much better IMO. These have merit.

#1 is good because it addresses the public perception.

#2 is a Double Whammy, because it scores points with both offense and defense.

#3 made me laugh

Good job Harry, you're a contenda'.

[brian..k]

"WE'RE NOT EXSPENSIVE, OUR FRAMING JUST LOOKS THAT WAY"

or how about,

"NO COUPON GAMES, JUST GREAT FRAMES"

oh wait, heres the winner....

"COUPONS? WE DON'T NEED NO STINKING COUPONS."

sorry getting punchy.......

Gets my vote!!!

I was going to brainstorm something but I like all 3 of these more than I think I could come up with. Specificaly I like #2. Like Paul said gets it from both angles. #1 is open to customer perception of expensive. #3 is obviously just fun and games. But #2 cuts right to the heart of the issue.

[McPhoto]

If it's worth keeping, It's worth framing

[Paul Cascio]

We're not done yet. It's still only the first inning.

There's some good ideas our there, but we need to keep brainstorming. As an industry, our creativity is one of our strongest assets. Let's put it to good use.

Harry's got some good lines and there are some other good ones too, but nothing that's knocked my socks off.

"Not expensive, just looks that way," sounds pretty good, but IMO it has some possible pitfalls.

This contest needs Harry and everyone to continue until we uncover a masterpiece, or exhuast the pool of ideas. I ask you to please keep the wheels turning until you either hit the jackpot, or set off the smoke detector. I'll concede that a glossy of me was not the best incentive, but maybe you can put it on Ebay and get a buck or two for it. Seriously, lets keep working on this.

Thank you,

Paul Cascio

[realhotglass]

I like a couple of Ricks' suggestions above, among others.

Certainly, this is more difficult to come up with a 'Got milk' or 'Pork, the other white meat' kind of one liner campaigns.
Crikey, that must have been a worldwide campaign, we had those here in Oz too.

A one liner could work, with a LOT of advertising budget behind it.

Have to get the small shop aspect in there, in the best possible way, but this is needed to get the consumer into indies, not just into getting things framed.
Otherwise, the BB's will get their usual share of them.
I agree, that you must pick the right term for this, as as far as I can see 'Independent' is the one that works best and sounds most professional.

Even professional could be aplied to BB's if they get their training act together.
Same as consistant service & quality, and it seems many are already getting their quality materials aspect working.

Your local independent Picture Framer
Value - Be surpised !

Something like that, and I do consider some of the above post concepts are great and could be tweaked up to work.

Certainly value is something most consumers can understand.
Not all, but most.

[EllenAtHowards]

Piedmont Moulding had a bumper sticker back in the Dark Ages that said: "If you love it, frame it" I always kinda liked that.

[Paul Cascio]

Piedmont Moulding had a bumper sticker back in the Dark Ages that said: "If you love it, frame it" I always kinda liked that.

Thanks Ellen, but I'm looking for something that helps the small framer compete with the BBs. This type of slogan helps the competition too. I don't want to line Jo-Ann's pockets, just ours.

Please try again.

[Baer Charlton]

"Would you have your baby at a Big Box?"

"Do you shop for the lowest priced doctor?"

"Would you pop the question at a big box?" [actually, that one might get banned in the mid west..]

"Performing wall therapy without the troll painting classes"

[Paul Cascio]

"Would you have your baby at a Big Box?"

"Do you shop for the lowest priced doctor?"

"Would you pop the question at a big box?" [actually, that one might get banned in the mid west..]

"Performing wall therapy without the troll painting classes"



BC, that's all ya' got? :D

[Paul N]

The Independent Framer -.what the doctor ordered for the art you love.

No need send me the picture Paul, donate it to charity...:p

[Paul Cascio]

None of the charities wanted it. Some even sent money to me.

[Baer Charlton]

BC, that's all ya' got? :D

nope

"We can beat their cheap black frame with a even cheaper looking tacky GOLD frame."


or seriously

"Think Gorgeous, Act Neighborly" . . . except this would only work for "Neighborhood framers" which of course include garage/bedroom/basement/frontroom/barn framers.


I find it interesting that in the 1980s and 90s, the war was on the "Garage framer".... and nobody was paying any attention to Michael's, Aaron Brothers, Hobby Lobby, Ben Franklin, Craftmart etc...
Now (IMHO) there are just as many framers if not more, more garage framers (certainly more represented in PPFA members, elected officers, and instructors), and we have gone to war with the one framing group that has the budget for large scale advertizement, to create awareness.

Just watching. find it interesting. :popc:

[Paul Cascio]

In 2000, I wrote a GF piece called, "Have You Hugged A Basment Framer Lately?"

It poked fun at that exact same thing, the incredible angst the retailers had toward the home-based framer, while ignoring the growth of the big boxes. Even in 2000, no one paid much attention to the BBs.

Here's a link to the article in PDF format if anyone would like to read it, but pay no attention to the guy in the picture. I think that must have been my high school picture or something.

http://www.pictureframingmagazine.com/pdfs/guerillaframer/Jan00_basement.pdf

[JPete]

"Square Deals - square frames"

[j Paul]

"Framing Your Life"
Visit your local Independent Framer

"Putting Life in a Frame"
Visit your local Independent Framer

"Frame Your Life"
Visit your local Independent Framer


"Your Life, Our Frame"
Visit your local Independent Framer

"Memories Don't Belong in a Box!"
Visit your local Independent Framer


"Take Your Memories out of the Box!"
Visit your local Independent Framer

[Natalya Murphy]

Wonder if we could borrow TruVue's "If it's worth framing, frame it to last"....

And, some others we've been playing around with:


Framing Beyond the Basics (think fabric wraps, french mats, closed corners, etc.)
Framing Memories for a Lifetime
Framing Life's Treasures
Your Personal Framer

[j Paul]

]Your Personal Framer[/B]



I like that one, as most BB's have alot of employee turnover compared to the indies. We learn about our clients personal tastes. Going to a BB is kind of like medical care with an HMO, you just never know who you are going to see.

[Elaine]

Got Memories? Frame Local

Keep your money at home! - Frame Local

Independent Framers of America - Buy Local

Frame with an Independent Framer of America - It's American!

Support the Independent Framers of America - shop local!

Home Grown... Support Independent Framers

Keep your money in your State - Frame with an Independent Framer


Looking back, it looks like I got stuck on a theme, but I have been working the issue of shopping local here in my town, so I'm probably like a skip on a record!

Food for thought - Give it to me Paul - I'm Tough!:D

[Doug Gemmell]

How about:

AXIS OF EVIL: Michael's/Arron Brothers/Joann's

Do we have a good attorney?

Jeez Paul, that's quite the picture......were you in the Sopranos? If I win, I don't think I could hang it.....it would scare the cat.

[Paul N]

LOL, Doug, a very good and funny one!:thumbsup:

Just add WMD and you have a winner!!

[j Paul]

"Experience the Difference"
Visit Your Local Independent Framer


"Lifes a Journey....Frame Your Souvenirs" *
Visit Your Local Independent Framer

* ps. I've seen this one used elsewhere

[Barb Pelton]

Creating outside the Box

(insert photo of drop dead framing job)

-Your local Independent Custom Framer

[Paul Cascio]

J Paul - Couple of good ones here. Nice job and I love the double entendres - very powerful especially for a sophisticated customer.

"Memories Don't Belong in a Box!"
Visit your local Independent Framer

"Take Your Memories out of the Box!"
Visit your local Independent Framer


The one negative I find is that "Memories" is a bit limiting. and it will be stronger if you can tell the customer "Why." Give em the benefit. It doesn't have to be explicit, it can simply be implied.

Try playing with this theme if you would, to see if there is a greater treasure under the surface?

Thanks.

Paul

[Paul Cascio]

Wonder if we could borrow TruVue's "If it's worth framing, frame it to last"....

And, some others we've been playing around with:


Framing Beyond the Basics (think fabric wraps, french mats, closed corners, etc.)
Framing Memories for a Lifetime
Framing Life's Treasures
Your Personal Framer


Hi Natalya,

I don't care for TV's, line. It's okay as a pointof purchase ad, but not for publication, because it could possibly cause the customer to wonder, "Is it really worth framing?"

As for your list, I feel strongly that anything we do has to dstinguish us from the Always-On-Sale Framers, otherwise we're just not getting our money's worth.

If it can build us up and take them down a peg too, all the better.

Come up with some new ones using this as your criteria if you can.

Thanks,

Paul

[Natalya Murphy]

As for your list, I feel strongly that anything we do has to dstinguish us from the Always-On-Sale Framers, otherwise we're just not getting our money's worth.



Framing Beyond the Basics -- they do basic picture/poster framing. We do preservation, shadow boxes, hinged frames, etc.

Your Personal Framer -- As noted in another post, they have a revolving door of framers and don't have the same opportunity to get to know their customers. We can get to know them and therefore serve them better.

If we're going to distinguish ourselves from them, then let's first define what it is that makes us different.

Maybe a better way to come up with these ideas is to get a teleconference or web conference together. Ideas seem to fly better when you can hear/see people talking or typing in real-time.

[Framar]

Ooh! Ooh!

Just thought of this!

(familiar music playing in the background)

Your Independent Local Framer:


Where Everybody Knows Your Frame.

[Paul Cascio]

I think Natalya's idea of a conference is a good one. Is there a chat room function here? Any ideas? Someone want to arrange it?

I'm teaching in Vegas this week, but I could do an 8:30 EDT on Wed or Thur.

FWIW, I feel strongly that we need to make inroads in the bottom end of the market. Once a customer goes to our competitor, it's hard to get them to come to us.

Our market is eroding for a very simple reason - the chain stores are getting the first time customers. That's why when you lose a low level sale, you don't just lose a sale you lose a customer; possibly forever.

Many indies have conceded an entire generation of customers due to the belief that the Alway-On-Sale Framers are just, "Bottom Fishing." The notion that customers will eventually "see the light" and come to us is misguided and dangerous.

IMO, the AOS Framers are not fishing on the bottom. They're fishing at the front door.

We need to open that door or we're going to lose still another generation of customers, and perhaps a lot of framers too.

Pardon me for saying so, but as an industry, we've been foolhardy and naive in our approach to competing with the bigs. It can't be business as usual anymore. Today, the disposable income that would be spent on custom framing is instead going into oil tanks and gas tanks. We need to be more aggressive if we're to succeed.


The AOS Framers have expanded the market for custom framing, introducing it to more people than ever before. Unfortunately, we haven't taken advantage of the opportunity this creates. We haven't grabbed our share.

This doesn't mean everyone, but it does mean our industry as a whole. My goal is to see us change this, and to do it rather soon.


Paul

[Framar]

Think Globally
Frame Locally

Brought to you by Your Local Independent Frame Shops.

[Framar]

OK - here is another tact:

Bring your Art to LIFE
(Local Independent Framing Entrepeneurs)

[SteveT]

Your local independent frame shop:
For the fine art of framing-Not Crafty.

Love the idea Paul!

[j Paul]

Try these instead Paul

" Life's Moments Don't Belong in a Box"
Visit Your Local Independent Framer

" Life Doesn't Belong in a Box"
Your Local Independent Framer Can Help You See It Anew!


" Your Life Doesn't Belong in a Box"
Your Local Independent Framer can Help You Relive It!

[Paul Cascio]

No, sorry JP. Doesn't do it for me. But borrowing your theme...

You're going to end up in a box, but your posessions don't have to.

[Paul Cascio]

You're going to end up in a box, but your posessions don't have to.


REALLY SUCKS!:vomit:

[j Paul]

You're going to end up in a box, but your posessions don't have to.

No Paul, I think that one is a little too crude to talk to our potential customers. I think some would just be insulted.:faintthud:

I used to own a cabinet company and we did a lot of "cabinet refacing". We made a TV spot with an actress portraying Phylis Diller and her speill was, "if anyone know about refacing (yada, yada, yada,) it should be me. And she went on about how she loved her new ktchen, etc. Well it seems it offended a lot of woman in our market, It was a Big backfire.

[Paul Cascio]

Sorry, but sometimes I just can't control myself.

[Framar]

OK - here is a refined version of my last idea:

Bring your art to LIFE
Local Independent Frameshop Entrepeneurs

I have noticed in the last couple of years magazines like TIME and such just love the "entrepeneur" word and use it frequently in articles about really successful ventures like Google and Microsoft and Apple.

[Elaine]

Good things come in small boxes...Frame at an Independent Frameshop

Got Art? Frame it at an Independent Frameshop

Hit the Nail on the Head with an Independent Frameshop

Do it Right the First Time... Frame with an Independent Frameshop

Not all Frameshops are created equally... Find a LIFE (spin off Framar)

Got Art? Frame at a LIFE (another spin on Framar)

Stress Free Framing... Find a LIFE

[SteveT]

How about something that changes a little with the season or with the big box ads

No plastic bunnies, no fake flowers... amazing custom framing...thats what we do.

No plastic santa, no fake christmas trees... amazing custom framing...thats what we do.

Your Independent Frame Shops of America.

[Paul Cascio]

OK - here is a refined version of my last idea:

Bring your art to LIFE
Local Independent Frameshop Entrepeneurs

I have noticed in the last couple of years magazines like TIME and such just love the "entrepeneur" word and use it frequently in articles about really successful ventures like Google and Microsoft and Apple.

Hi Framar,

Good try, be we need something that boosts us over the BB's. I don't want to expand the market for custom framing. I just want to help us grab our share.

If you go back and read my comments throughout this thread it will give you come ideas.

Thanks

[Paul Cascio]

How about something that changes a little with the season or with the big box ads

No plastic bunnies, no fake flowers... amazing custom framing...thats what we do.

No plastic santa, no fake christmas trees... amazing custom framing...thats what we do.

Your Independent Frame Shops of America.



Definate possibilities here Steve - develop it.

[Paul Cascio]

From Ellen:

Good things come in small boxes...Frame at an Independent Frameshop

Pretty good Ellen. You must really wan my picture?


Do it Right the First Time... Frame with an Independent Frameshop

Can't say this. Not factual. They do a good job too.


Not all Frameshops are created equally... Find a LIFE (spin off Framar)

Find a life? Is that like get a life? Sounds too Shirley McLaine-ish.

Thanks, and keep those wheels turning.

[Elaine]

Good thing you are going to send the picture to ELLEN, glad its not me getting one!

Just kidding!


Another spin...

Untie the Bow on the small box - get the gift of of an Independent Frameshop

Small Box Framing...Experience it!

Small Box Framing...Priceless!

Indie what?? Independent Frameshops... Shop the small box

Life's too short for the Big Box...Frame at a small box - its worth it!

Stop tripping on the Big Boxes... Jump into the Small box... Frame with your local Independent Frameshop

Good things come in small boxes...That's why there are Independent Frameshops! Experience it!

Got to go to work!

Elaine

[FrameMakers]

Sorry Paul, I don't think that trying to distinguish ourselves from the BB is nessecary. The public does know that we are not BB if they even know we exist at all.

But here are my entries

Live It, Love It, Frame It.

Today's Memories, Tomorrow's Heirlooms, Quality that lasts.

Remember that time you... Frame your Memories.

http://img.photobucket.com/albums/v127/columbusframer/Remember_that.jpg

[Paul Cascio]

Sorry Paul, I don't think that trying to distinguish ourselves from the BB is nessecary. The public does know that we are not BB if they even know we exist at all.

http://img.photobucket.com/albums/v127/columbusframer/Remember_that.jpg

I respect your opinion, and your right to disagree. There's other people who agree with you. That's okay, I'm not looking for unanimity.

However, your comment above pretty much makes my case.

Paul

[nancyg]

Got Art?

PICK ME!! :faintthud:

[FrameMakers]

Paul, I am not saying that an awarness campain is not nessecary. Just that bashing the BB while doing it could backfire big.

[Paul N]

I don't think the words "BB, Big Box, Small Box" are good or relevant in this.

Awareness of the small, independent framer is the issue.

A good politician neither mentions his opponent nor belittles them in a campaign.

[Jerry Ervin]

A good politician neither mentions his opponent nor belittles them in a campaign.


There must not be any good ones because all I seem to see and hear in political campaigns is mudslinging from all sides.



How about that for my 3000th post?

[D_Derbonne]

I was thinking the same thing Jerry!

[Harry FKA Harry]

I don't like the idea of "Take it out of the Box".

I completely understand the intention, but my first , no sorry second thought was, "take it out of the box"? aren't we all #### bent on getting things into the box, (shadowbox that is)

Sorry.

[Harry FKA Harry]

This I like. still needs some refinment, but I think it might be a direction worth persuing.

"Local. Independent. Framing. Experience it."

actually, another word for Independent might be better......

[Harry FKA Harry]

another good idea.... the interactive, live, exchange of ideas may lead us to an answer that we have'nt though of yet.....

[testy]

Our price is true,
Our work is too.

No pricing games with our frames.

Our prices are true,
We promise, you won’t get screwed! :icon21:

Hehe--couldn't resist!

[j Paul]

Paul, you could go to the site below and run a contest, in which you would get a lot of responses from pro's/semi-pro writers. Enter the criteria and sponsor a writing contest. Many companies do so.http://www.worth1000.com/default.asp?display=text

[Paul N]

There must not be any good ones because all I seem to see and hear in political campaigns is mudslinging from all sides.
How about that for my 3000th post?

Jerry:

I said a "good" politician. But that's an oxymoron.....;)

And congrats!!

[Pat Murphey]

"My frames are cheaper than your BMW"

[Paul N]

Our frames are cheaper than a fancy dinner for 2 and will last longer!

[nancyg]

While I like the "Pick Me" campaign it may be a little whiney.:party:

So...

Custom Picture Framing

It's fast, it's fun, it's for Everyone!

See your local independent Picture Framer Today!


Smile Away
and Pick Me!
Nancy

[mik]

Here's my twenty-five cents worth.....

Price isn't everything.....creativity is. Support your locally owned frame shop.

If you liked in the closet, you'll love it on the wall.

A custom cut above the rest.

Got art...frame it.

Got memories....frame it.

[Paul Cascio]

Paul, I am not saying that an awarness campain is not nessecary. Just that bashing the BB while doing it could backfire big.


We don't need to bash the competition, simply enlighten the consumer.

[Val]

On my business cards and ads, I have:
FAMILY OWNED AND OPERATED


That has helped many people make the choice to come here, rather than the BB, and they have told me that. We're big on "support your local business owner" around here.

and

what Ellen mentioned:
IF YOU LOVE IT, FRAME IT.... with us"

I've been using that one for years.
http://i18.photobucket.com/albums/b144/grumblegrumble/IfYouLoveIt.jpg
That's from 1983!

[TessaE]

How about something like:
Frame a moment
frame a memory for tomorow
or
Custom frame your personal style?

[David N Waldmann]

Bring your art to LIFE
Local Independent Frameshop Entrepeneurs

Good try, be we need something that boosts us over the BB's.

Maybe you did get it, but I'm not sure you did, that LIFE is an acronym?

I thought it was great, FWIW.

[Jerry Ervin]

Is that Val from 83?


I love the peg board on the wall behind you!

[Framing Goddess]

You guys have been dancing all around this one...

"Framing Outside The Box"

"Frame Outside The Box"

[Paul N]

Val dear, can I use that picture in my ads.....??;)

[Val]

Heavens no, please.
.
.
.
.

We don't use pegboard anymore.
.
.
.
:p

[smitten]

Market the LIFE acronym.....


Your Art Deserves A L.I.F.E.

[danny boy]

Lets use Vals picture as the prize..

[Jerry Ervin]

That is a much better idea Danny Boy!

Now maybe I can come up with something. I had very little incentive before.

Sorry Paul

[auntiesarahjayne]

This is one I've always wanted to use... in the right context:


Frame Your Sh**.




Well, I tried. :)

[Val]

Trust me, Auntie, if you put that out there, you will be framing someone's Sh**.

I once advertised that we would frame "anything".....got a horse pucky and an old cow pie.....beloved pets.......honest!:nuts:

I've not advertised that we will frame "anything" since then.

[Emibub]

I still say Their Framing sucks and ours doesn'tis the essence of what Paul is trying to convey. He just dosen't want to admit it because I have been contrary to his methods and he probably fears what I would do with his 8x10 glossy.(can anybody say voo-doo)Hopefully he will see beyond his own self interests and come to his senses for the better of the group. But, just so's we are clear, I still expect royalties!

[RoboFramer]

Everyone wants your money - we just deserve it more - but we still want it anyhow.

Sort of thing.

[Tom Stephenson]

Variation on Randy's;

"The Quality Remains, Long After the Price is Forgotten."

I like "Frame Your Life" too.

My two cents.

[Elaine]

Kathy, I don't think you can scare anyone!! (meant in good humor) least of all Paul. I think he's already been there, done that in this industry and it (whatever "it" is) probably won't have as much of an impact on him as it would the rest of us.

my 1 cent on this one

Elaine

[SteveT]

I use to tell people that you wont get lost in our store. That one came from a customer that came in after no one at the BB store would help them.

I like to run in my ads "Family owned and operated" also. Some times I also include "No clerks...deal with the owner who has 15 years of framing experience"

We seem to have a large turnover in our BB stores and people complain that some times they never see the same person twice.

[Paul Cascio]

Lets use Vals picture as the prize..

I second it. If it's okay with Val, it okay with me. But even if she says, "No," we can still find a bunch of photos of people from 24 years ago - just go on Match.com.

I've been gone most of the day so I'll try to get caught up on the daily entries. Hopefully we'll get a few winners today.

[Paul Cascio]

I use to tell people that you wont get lost in our store. That one came from a customer that came in after no one at the BB store would help them.

I like to run in my ads "Family owned and operated" also. Some times I also include "No clerks...deal with the owner who has 15 years of framing experience"

We seem to have a large turnover in our BB stores and people complain that some times they never see the same person twice.

Let's take 'em in order Steve:

IMO, we need more customers who are dumb enough that they could get lost in a retail store.

Maybe when I was 5 years old and I wandered off and my mother would have the department store put out an APB on me it was okay. But no healthy adult should need a GPS to find their way past the plastic plants, around the beads and out the door.


Family Owned? I hate that term.

Have you ever driven past a sign that said, "Family Owned," slammed on the brakes and ran in to buy something?

Neither have I and neither has anyone else.

The "Family Owned and Operated" thing always bothered me. I was afraid they were Mafia, so I avoided places like that even though I'm Italian.

Also, since everyone has a family, all businesses are technically "Family Owned."

I would rather see a sign that says, "Will frame for food," or "Former Felon Trying To Make Good." Now that is inspiring.


Finally...15 years and no clerks. What does this say?

This says you suck so bad that even after 15 years your business hasn't grown to the point where you need even one employee; not even a part-timer.

Steve, I'm gonna have to start charging you a consulting fee. :smileyshot22:

Just havin' fun Steve. Don't get pissed at me.

[Paul Cascio]

You guys have been dancing all around this one...

"Framing Outside The Box"

"Frame Outside The Box"


Okay, but why? However, I do think the Framing Goddess thing is very intruiging. :-)

[Paul Cascio]

Everyone wants your money - we just deserve it more - but we still want it anyhow.

Sort of thing.

The honest approach is always good John. Honorable Mention!

[Paul N]

You guys have been dancing all around this one...

"Framing Outside The Box"

"Frame Outside The Box"

This reminds of "Think outside the Box"........:confused:

Where the heck is this elusive "Box" everybody keep talking about??

Just like that term "down to the wire". What wire and where is it??

[Paul Cascio]

Continuing with this challenge...We refer to the chains as Big Box Framers, or terms I prefer, Always-On-Sale Framers or Fifty Percent Off What? Framers.

What term would you use to describe non-chain store framers, us?

The following are already listed: small box and independent, so try something new.

[Framing Goddess]

Paulthefirst,
Well, Du-u-u-u-u-uh! The wire is on the back of the framed picture!:icon11:

And the box, is, uh-well, you-know, The Box! In this case, it's *cue bass-heavy ominous music* The Big Boxes!

Paulguerilla,
Thanks for being intrigued with my nickname. Get in line.

Us Little Guys need a catchall name that speaks of our sincerity and caring. (no snickering, puh-leeeze) I wonder if those of us who paid some dues working for a Big Box could capitalize on that?

"I used to be an employee number, now I'm a framer!" Clunky, but you get the drift.

"I used to have a job, now I have a passion!"

hmmmm

edie the passionate goddess

p.s. Cretin, I mean no offense!

[Sarah Winchester]

Last fall I put a small sign in my window "Honest Prices". I was amazed at the response. Some people came in just to see what the sign meant. One man said "So, you're selling used cars now, huh?" I kept track of the people who came in just because of the sign and out of 14 that entered and did NOT know it was a frame shop, (duh), 6 of them later returned with art to frame.

[Paul Cascio]

Sarah that's a great line for a sign, or print ad. It's an approriate response to the inflated coupon sale technique, because of its implication.

One of my beefs witht the Always-On-Sale guys is when they don't provide a reference price, which most states require. Tell the customer, "50% off of our Regular Prices" or "50% off of an inflated price."

Without a reference price, the implication is 50-off of our prices and that is wrong.

We need a response that counters this tactic and your's is a pretty good one. It's gentle, but the implied message is clear.

If someone is feeding the public misinformation, you need to correct that or it becomes accepted as fact. A good example of this is the Mac/PC commercials, where the Mac guy uses humor to point out the bad stuff. It's class "Good Guy v. Bad Guy."

Without humor, it would just be whiney, but humor makes it entertaining as well as believeable.

It's also an example of how you compete with deeper pockets. Apple has a lot of money, but not compared to Mr. Gates. Apple only has about 10% of the personal computer market. Sound like anybody we know?

[Framing Goddess]

I used to get a regular newsletter from a local independent quilt shop.
In every issue in the same place, with the same border they made the following statement: "We believe in a fair pricing policy. We will never artifically inflate prices just to mark them down for a 'sale.'"
Or something close to that.

I say used to because they went out of business last year.

But I thought it was a fair bit to advertise and I think that Sarah's little sign says all that much more eloquently.

edie the KISS goddess

[Bob Carter]

Hey Paul-We make signs on our VersaLaser (and sell them)

One of the more popular signs is "Thank You for Supporting a Locally Owned Business"

We sell them to obviously small family type entrepreneurs and have one framed
behind the cash/wrap

We get plenty of positive responses from clients. Maybe they are just being polite

Make 'em slam on the brakes and come in? No, but except for 50% off I don't know of anything else that does either.

We are different in that we are in major malls

Perhaps that gives us a different perspective because we get see daily the tremendous campaigns executed by the biggest and best players in the retail industry. These folks spend gajillions of dollars attempting to "know" what resonates with consumers, what makes them "hit the brakes and come in". There are people who's entire careers depend on hitting that magic formula

Is this another case of our industry "knowing better" than these people or is there anything we might learn from them?

Why must we always feel we have to re-create the wheel?

From jewelry to puppies to slippers to vaccuum cleaners to yogurt to lingiere, retailers all have the same goals and so many of them use tools that we simply turn our collective noses

[Paul Cascio]

I think "Locally Owned" is better than family owned. Lot's of people try to support locally owned businesses.

[j Paul]

Hey Paul-We make signs on our VersaLaser (and sell them)

One of the more popular signs is "Thank You for Supporting a Locally Owned Business"


Bob, why don't you post a picture with price and size in the commercial forum? Some of us might be interested in supporting a Grumbler!!!!

ps. this isn't in green!

[Elaine]

I have a banner on the front of my store that states:

Support your community
Shop local

This has brought a lot of people into my store. I know this, because they make a point of telling that the sign made them think and come in.

[J Phipps TN]

I didn't have time to read all the entries but the slogan for my shop is....

"Expressing the Art of Framing"

I think it has a certain heir about it. It has been pretty effective for me.

[FASTFRAME of La Jolla]

Expert Picture Framing doesn't come in a Box.

[brian..k]

Does the average consumer understand the term "big box"? I mean we beat it into the ground here but I don't know that Joe Schmo would understand the distinction. The Corners down the street fom me is a bit bigger than us but I wouldn't call the store a big box. Just a point I though I'd make is all.

[j Paul]

Does the average consumer understand the term "big box"? .


I think they do in a general since Brian. Everytime a new Wall Mart or the such wants to open in someone's back yard, there is always a stink on the news about all these Big Boxes. I am sure it is not unique to our area.

Now does the framing consumer equate a medium size store like Michaels / Hobby Lobby / JoAnns to a mega Big Box store like Home Depot / Wall Mart [ 50,000 - 80,000sf] etc. I don't know! It is relative, isn't it . What is the typical independant framer 1200-1500sf compared to Michael's (5 -6000sf? )

[Paul N]

I honestly think Brian has a point.

Ask 10 people on the street what a Big Box is and I'd bet that 8 of them would look at you as if you're speaking Suhawhili!

A Chain-store on the other hand....

[J Phipps TN]

I'm with Brian on this one...

Once when I sent out a newsletter saying something about how we are different from the "big boxes" , I had people asking what they are and what I meant by that. So really, they don't understand that term. And if they do it is in a different context, like Walmart and they don't do framing.


I would keep the term out of it untill the general public starts refering to them as that.

[FrameMakers]

And if they do it is in a different context, like Walmart and they don't do framing.

They tried to open up shops in Wal-Mart, Why did these fail. Does anyone know?

[Paul Cascio]

The words Wal-Mart and custom framing simply don't go together. Certain things just do belong in a Wal-Mart - Tiramasu stands, Wine Tasting Booths, and Custom Framing.

[EarthBarb]

We could use:For Artistic Framing, seek out a PPFA Framer


Barb

[j Paul]

This was posted earlier in this thread:

Bring your art to LIFE
Local Independent Frameshop Entrepeneurs

Just another thought on the same theme

Local Indpendent Framing Expert

Maybe play around with that.


Get a.... Local Indpendent Framing Expert


Bring your walls to.....Local Indpendent Framing Expert



Is your art on.....

Local Indpendent Framing Expert Support?

Does your art need.....
Local Indpendent Framing Expert Support?






Or here is one for a laugh since Paul appreciates crude....

Get your art............

Local Indpendent Framing Expert Support?
Before it ends up in a Box

[Elaine]

I like the last one!

[Sarah Winchester]

I agree that we need some kind of identifier, but we should be very careful. I've been watching what other industries use and some just don't get it. I was in a Naked Furniture store and saw a sign "Real Wood, Finshed Your way". so I assumed they finished wood furniture. Nope. They explained that it was the national assoc's idea for an industry wide solgan, but it just didn't seem to get the point across.
When a client brings their art in, I always put it in a brand new sleeve, or folder and carefully place it on a shelf. when they come in to pick it up, I handle it as if it is a sacred object, even if it's only a $20 poster. One lady mentioned she drives past 3 BB's because "You care for my art, as much as I do." Soooo

"We care for Your art!"

[Paul Cascio]

I do really like that last one, but that's just my personal opinion. Let's add the that heart monitor line to it for visual impact.


_^__^__^________________________

The L.I.F.E. thing is clever JP, but it doesn't have the selling power we need. Try a whole different concept and see what you can come up with.



Thanks

[j Paul]

Get a personal.... Local IndpendentFraming Expert

See John at the FRAME SHOP ART GALLERY & GIFTS
7101 ORCHARD CENTRE DR. HOLLAND, OHIO
ETC..............................................


You can't get a
personal Local Indpendent Framing Expert
Out of a Box!


I'll get on a different theme later.......


Don't know how we are going to come up with something that says everything we want in a word or two, like Got Milk! Our message seems to be a little more complex. Even the Mac / PC campaign is ran on a continuing story line, not on just a strong one liner.

[Paul N]

Like this??
____________________________________



Get your art............

Local Indpendent Framing Expert Support
Before it ends up in a Box

http://i20.photobucket.com/albums/b233/cabernetguy/an90_e0.gif

[j Paul]

You have to go to the right place to get a
Local Independent Framing Expert
See John at ................


You have know the right people to have a.....
Local Independent Framing Expert
See John at ................





Or maybe on a referral card you could use this:

Help your friends to get a
Local Independent Framing Expert



See John at ................



Paul N, I like it. could see using that in my cable TV Spots with sound effects! Maybe without the last line about ending up in a Box!

[Paul Cascio]

[/I][/B]

I know it's difficult. That's actually why I posted this, to get as many creative minds working on it as possible.

I appreciate the time and effort you have put in. Surely you didn't do it to win a picture of me.

[j Paul]

http://img.photobucket.com/albums/v389/jpbarlowe/EMT.jpg
Get your art............

Local Indpendent Framing Expert Support
Before it ends up in a Box

http://i20.photobucket.com/albums/b233/cabernetguy/an90_e0.gif

If we put the slogan on it, we could all get delivery trucks like this.:shrug: :icon11: :smileyshot22:

[Harry FKA Harry]

I LIKE IT........

We all need to get a LIFE!!!!!

I LIKE IT!!!!!!!!!

Have I menetioned,

I LIKE IT!!!!!

[Val]

Remember the old Life Cereal commercial?

"Mikey will like L.I.F.E.!! Mikey likes everything!!"

Get it??
"Mikey"?

[Paul Cascio]

:) Just so you know, there is a 2-point deduction when you have to explain it.

However, I have to admit I should not have needed an explanation for the Mikey thing. My bad!

[apetty]

My brain hurts...this creative stuff is not really for a reformed accountant, but I'll give it a try anyway:

Supporting our community...one frame at a time.

Supporting your art habit...one frame at a time.

What is your art wearing today?

Let us outfit your naked art.

The latest fashions for your artwork.

You can't hang it if you don't frame it. (insert puke smilie here)

Naked walls unite!

Framing: the art of uniting pictures with protection

Excellence in framing: uniting pictures with protection

Excellence in framing: craftsmanship, design, service


They don't get any better, folks, but like any good team player I feel I must participate. Maybe this will spark some more creative juices, though.

I gotta go lay down now...or maybe just drink from the toilet.

[Terry Hart cpf]

Stop me if you've heard this one... I've tried to pay attention but I may have missed a couple of the 160+posts. But this is just those local hardware store ads. You know them, right? You like them?
In Your Neigborhood

Visit your local framer
Save time, They're near you
Save money, they're competitivley priced

[RoboFramer]

Use us - we won't return the complement!

[Dave]

I like too ...has many possibilities... it may even take on a life of its own.

Grab life by the horns. :eek:

Dave Makielski

[Dave]

"Bring your Art to L.I.F.E."

"Give your Art L.I.F.E. treatment"

"L.I.F.E. will serve you well!"

"Memories preserve life and L.I.F.E. preserves memories"

"Get a L.I.F.E.!"

"You only need one L.I.F.E."

"Revisit your L.I.F.E."

"L.I.F.E. guard on duty within"

"Got L.I.F.E.?"

"Get some L.I.F.E. advice!"

"Isn't your L.I.F.E. grand?"

"Share your L.I.F.E. with your best friend."

"Your L.I.F.E. will hang with you"

"If your walls are staring back at you ...get a L.I.F.E!"

"Your wife needs a L.I.F.E."

"You need a L.I.F.E."

"L.I.F.E. knows art."

"Make an appointmenmt with your L.I.F.E. advisor."

"L.I.F.E. is calling you ...your order must be ready."

"Value your L.I.F.E."

"Trust in your L.I.F.E."

"Your L.I.F.E.'s work will astound you."

"Your L.I.F.E.'s work will outlive you."

"Don't hit the wall without calling on your L.I.F.E."

"L.I.F.E. advice freely given."

"Give your L.I.F.E. some Creative License ...you won't be disappointed."

"Feel the texture of the fabric of your L.I.F.E."

"Your L.I.F.E. will leave a lasting impression for you children."


:D

and on and on and on...

Dave Makielski

[apetty]

How about

L.I.F.E. Sucks!

[Dave]

How about

L.I.F.E. Sucks!

Are you being humorous or do you really not like the L.I.F.E idea?

:confused:

Dave Makielski

[apetty]

No no!!!! Just being a smarta**. Truly do like the idea Dave! :o

[Dave]

I'm not sure who originally came up with the idea and haven't sorted through all the posts to find it, but I think L.I.F.E. has a lot of merit. It could be part of an intensley varied but identifiable campaign.

Who ever did come up with the idea should be commended ...or, IMHO, get Paul's portrait.

The acronym states it all. It has all the elements we're trying to focus on.

Local
Independent
Framing
Expert

Also the word "LIFE" evokes health and vitality ...and a feeling of excitement. What is life without art. Art (of course properly framed) brings meaning to life.

:thumbsup:

It feels just feels right to me and I believe a successful campaign could be built around it.

Dave Makielski

[Framar]

Well I am happy you came up with the appropriate "E" word, Dave - it was late at night and all I could come up with was entrepeneur - EXPERT is perfect - thank you!!! You're hired!

Now I keep seeing Bill Shatner at the Trekkie convention on SNL saying "Get a life!"

[Dave]

Mar ...it wasn't me. I've only been having a lot of fun with someone else's idea!

:D

Somebody lay claim to this ...will ya'?

Dave Makielski

[j Paul]

Since you insist Dave,

This was posted earlier in this thread:

Bring your art to LIFE
Local Independent Frameshop Entrepeneurs

Just another thought on the same theme

Local Indpendent Framing Expert

Maybe play around with that.



PS. By the way Dave, I like a lot of the variations on the theme you came up with several post back. Viewers if you haven't read them take a look. Of course this is Paul C's contest and he is pissing on life (Ha, ha):p so we'll have to see what he has still in reserve.

[Paul Cascio]

First, let me say I think it's a great acronym for indie framers, especially since the "E" has been changed to "Expert." Also thanks to eveyone for the good natured way in which you have all continued to participate.

As I indicated in the intial post, I do have a plan and a theme that I've been working on for quite some time. I believe it can benefit all LIFErs.

I initiated this contest to be thorough, in case someone trumps what I've been working on, in which case I would willingly acknowledge it.

My issues with L.I.F.E. , and I know I'm being a pisser about this, is that I need to see how it helps us sell ourselves in comparison to the AOS Framers. I keep getting this recurring image of us telling prospective customers to, "Get a L.I.F.E.," which is obviously not a good thing.

Another problem is with acronyms in general - they tend to be cryptic and confusing to all but those on the inside. Since the word "Life" already has another meaning, the potential for head scratching confusion is even greater.

In any advertising, regardless the medium, we'll have but a few seconds to deliver our message and score points. We just can't risk a WTF reaction.

My ideas and plan will revealed soon. When they do, you will have an opportunity, and a right, to embrace or reject them. I am confident your response will be positive, but until they are presented I won't know for certain. I can tell you that I believe my plan meets all of the criteria I've insited on throughout this contest. That is why your entries must do the same in order to be considered.

Thanks for your continued participation and support.

[j Paul]

First, let me say I think it's a great acronym for indie framers, especially since the "E" has been changed to "Expert." Also thanks to eveyone for the good natured way in which you have all continued to participate.




If you don't show us your's pretty soon Paul, this could take on a: Local Indpendent Framing Expert of it's own!

;)

[Val]

I also like the L.I.F.E. idea, but a recent framing experience comes to my mind, that no-one has brought up here. I framed a large print for a local ob/gyn. A painting of a large hand (God?) holding a bubble with a mature fetus curled up inside with the umbilical cord still attached. Said he was going to hang it right in front of the scale so "every mother with any doubts could see it", since he is a "Pro-Life Physician."

I have visions of picketers and confusion after I run an ad about being a Pro(fessional) L.I.F.E framer!

Anyone else thought of this? And I also agree with acronyms being confusing and hard to remember. In fact, sitting here typing this, I can't for the life of me, without looking, remember what the L.I. part of it stands for.....how will my customers remember?

[j Paul]

And I also agree with acronyms being confusing and hard to remember. In fact, sitting here typing this, I can't for the life of me, without looking, remember what the L.I. part of it stands for.....how will my customers remember?

They won't, if all we promote was LIFE!

What you promote is LOCAL INDEPENDENT FRAMING EXPERT! = LIFE INDEPENDENT FRAMING EXPERT.

You have to repeat the phrase enough that they see it / think it / get it!
If you/we decided to do it! :confused:

[j Paul]

So has not to hi-jack Paul's serious thread here, you might want to come over and play with Dave & I here: http://www.thegrumble.com/showthread.php?p=284747#post284747

[TessaE]

I like the term "indy framer" personaly. Are we looking for more? like a slogan, or a phrase? just to clarify.

[Kkastorf]

The righ frame changes everything!

[j Paul]

I like the term "indy framer" personaly. Are we looking for more? like a slogan, or a phrase? just to clarify.


Maybe we could get Harrison Ford to be our spokesperson! http://www.indianajones.com/img/frontpage/trailer_cardsm.jpg (http://www.indianajones.com/raiders/dvd/news/trailer2003.html)

[Bogframe]

FWIW, I vote 4 LIFE.

[j Paul]

The righ frame changes everything!


Change to this and maybe you have a winner:

The right FRAMER changes everything!

[Dani]

I like the term "indy framer" personaly.

Whenever I hear "Indy Framer", I think of race cars.

Bring your art to an Indy Framer... we come out in first place -- far ahead of the others!

Of course, with "Indy" being copywrited.... that would be a no go.

How about:

Art = LocalIndependentFramingExpert !

(Ok, I fixed it....)

[j Paul]

How about:

Art = L.I.F.E.?


Remember L.I.F.E.? is no good unless you spell it out: LocalIndependentFramingExpert ©

[TessaE]

Whenever I hear "Indy Framer", I think of race cars.


I did not think of it like that, I was thinking more along indy film festival type thing.

doesnt sound as good now to me, but it would mesh with the sponsoring of a nascar idea. :)

[Framar]

OK - everyone - let's all forget about the stupid LIFE acronym that I was under the impression that I came up with back in post #79 of this thread - obviously none of us has any idea what Paul is trying to squeeze out of us (the life, maybe?) - so until or unless he gives us a better criterion - let's all can it!!!

PS - I am not taking credit for the "E Expert" addition to the acronym - my stupid idea began with "entrepeneur." Dave came up with the "Expert" idea.

[Cassetta]

CUPON FOR
100%
GREAT
FRAMING
NO PRICING GAMES
NO 1/2 QUALITY FRAMES

[Paul Cascio]

... obviously none of us has any idea what Paul is trying to squeeze out of us (the life, maybe?) - so until or unless he gives us a better criterion - let's all can it!!!

...

Framar, I appreciate all the time and effort you put in and in no way do I have anything but respect for your creativity and perserverence. My refusal to jump on the "L.I.F.E." bandwagon was based on what I feel is sound criteria as expalined previously.

However, as it appears that you and many others are unclear in what I am seeking, your request for further clarification is certainly reasonable and I will do my best to comply.

My original post stated that all entries meet the following criteria:

1. Brevity - a winning entry can be no more than a few words long. Think of successful catch phrases such as, "Pork, the Other White Meat," and the mooother of all cooperative marketing catch phrases, "got milk?"

2. Must have extensibility. We must be able to build a marketing campaign around it. Again, think of those mentioned above.

Since that time, I have offered addtional comments and suggestions for the purpose of clarity and guidance. Let me summarize those and elaborate on my goals, and the criteria I feel are necessary to meet those goals:

I am planning to introduce a marketing pogram whose purpose is to help the small indepedent picture framing business better compete with the AOS framers.

I have a theme and implementation plan already, which I will unveil in less than two weeks. I am confident it will be well received and could provide a solution to our industry's biggest needs.

This program will enable framers, on a market-by-market basis, to leverage their advertising dollars and finally be able to enlighten the consumer and create a unique identity that seperates us from the AOS framers.

However, to be thorough, and ensure the best and most effective campaign possible, I am looking for other ideas that I may have overlooked, or that simply may be better, more effective and more extenisble than my own, upon which to build this major initiative.

Because indie framers are an underdog and have far less money to invest in advertising that do chain stores, I feel we need to get the most bang for the buck. That is, we need to score as many points as possible on both offense and defense, not simply toot our own horn, and not simply boost the entire framing industry.

Therefore, I am requiring that any acceptable theme be capable of seperating us from AOS framers. If an ad helps them as much as us, it's useless. I don't want a zero sum gain, I want to win.

If you want a good example of advertising where an underdog scores big points against a much bigger competior, you need look no farther than Apple Computers, Mac v. PC ads.

Apple scores double points by not only tooting it's own horn, but by also knocking the much larger competitor, Microsoft, down a peg or two. It does it using humor. Without humor, it's just whining.

As a result of these 16 highly successful commercials, its unlikely that any consumer will now buy a personal computer without at least considering a Mac.

My goal is for every prospective custom framing customer to at least consider buying from an indie framer. Any other result produced by our advertising is completely unacceptable to me. Therefore, any contest entry submitted must have the potential to accomplish this goal to be considered for adoption.

Hopefully this clarifies what I'm looking for and explains my refusal to embrace any of the entries submitted so far. Now that you know what my goals and criteria are, and I've given you a further glimpse into what I am planning, I look forward to your renewed efforts and creativity.

Thank you for your entries and support. Good luck.

Paul Cascio

[j Paul]

Paul, no sarcasim intended, I wait with baited breathe to hear your campaign "catch phrase"

I enjoy the Mac vs Pc TV spots, but for the LIFE of me, I can't tell you what their "catch phrase" is. Do they have one? If so I missed it, I thought it was just a clever ongoing series. The last I have seen is knocking Vista.

[Framar]

There was a car rental company that made great strides with the "We're Number Two" campaign a long time ago.

I still think we need a catchy acronym. Life cereal or LIFE magazine would probably go after us if we started using L.I.F.E. But since I haven't advertised in probably 20 years I should keep my mouth shut.

If anyone can locate it - there is a super radio series called The Art of Persuasion by Terry O'Reilly that has been featured on CBC Radio One for the last couple of months - he tells many stories how great advertising campaigns got started and how big companies made huge mistakes (remember New Coke?). I tried to locate this on the CBC's website with no luck but never searched further. They are on one of the satellite (?) stations as well as FM and streaming - worth finding - they might even be selling CDs of the entire series.

[Framar]

Oops - that show is called The Age of Persuasion - I just remembered.

[Paul Cascio]

Paul, no sarcasim intended, I wait with baited breathe to hear your campaign "catch phrase"

I enjoy the Mac vs Pc TV spots, but for the LIFE of me, I can't tell you what their "catch phrase" is. Do they have one? If so I missed it, I thought it was just a clever ongoing series. The last I have seen is knocking Vista.

I agree JP, I don't think Apple really has a catch phrase, just a consistent theme.

I always wondered what the term, "Baited Breath," means. It doesn't conjure up a pleasant experience, but I'm glad to hear of your anticipation. :smiley: I think it will be worth the wait.

[David N Waldmann]

I always wondered what the term, "Baited Breath," means.

Maybe because it's usually misspelled.

http://www.worldwidewords.org/qa/qa-bai1.htm

[Paul Cascio]

Good catch David.

[j Paul]

It’s easy to mock, but there’s a real problem here. Bated and baited sound the same and we no longer use bated (let alone the verb to bate), outside this one set phrase, which has become an idiom. Confusion is almost inevitable. Bated here is a contraction of abated through loss of the unstressed first vowel (a process called aphesis); it has the meaning “reduced, lessened, lowered in force”. So bated breath refers to a state in which you almost stop breathing through terror, awe, extreme anticipation, or anxiety.


I'm on pins and needles!

[Baer Charlton]

I always wondered what the term, "Baited Breath," means.


.....there was the very smart cat who ate a slice of Limburger cheese, and waited by the mouse hole with baited breath.

:D

carry juan

[j Paul]

Geoffrey Taylor humorously (and consciously) captured in verse in his poem Cruel Clever Cat:
Sally, having swallowed cheese,
Directs down holes the scented breeze,
Enticing thus with baited breath
Nice mice to an untimely death. :D

[Natalya Murphy]

OK, so if LIFE doesn't necessarily automatically connect to framing, how about an acronym that relates, like A.R.T. or F.R.A.M.E. ?

I'll leave it to the more creative minds out there to come up with words for each letter.

[Paul Cascio]

Unbaerable!

[Handy]

ok, I know this is dorky, but it has a bit of a "ring" to it.

blah, blah, blah (insert things like value, quality, service, honest pricing, etc)

at the Mom and Pop Framing shop!

(the catchy part is the last line....)

ok - go ahead and insert the puke smiley now Paul.......

[Handy]

OR - how about something in the vein of "Your Local Frame Shop - where framing is our specialty - not a department"

I know it's too wordy - but the concept is a good one. We are professionals at FRAMING - unlike the chains - where they are so called experts at 20 different things. Last time I went into a BB/chain store and wanted help at one specific thing the person who helped me didn't know anything about that "department"

[Handy]

your local framer - where framing is our job - not our hobby!

[Paul Cascio]

Deadline is Thursday April 19 at 5 pm PDT, so put those thinking caps on give it one final shot before time runs out.

[hangupsinc]

We have been running an add for about 6 months with a woman inside a cardboard box and the headline "Get out of the box!". It has caught people's attention and they have commented about it in a positive way. We have also started using that tag in our yellowpages ad.

Cari

[Melinda Tennis]

Always and Only the best.

[Val]

I got a postcard ad in the mail yesterday, from a independantly-owned digital printing company. Seems we're not the only ones fighting back:

"Indigo? I-Gen? Nextpress? Huh?
Who cares what the box is called?
We don't. And neither should you.

No-one has provided high-end printing in Nevada longer than RenoType. And over the last ten years we've come to realize that what really matters about a digital print job is that it looks good, is done on time, and does what it needs to do....."