Koglerem, I hope the best for your new endeavor.
I can't see your window all the way from Texas but here is some ideas that might help you out.
One thing you have to remember is that new customers like proof. Just like you would be scared if you went to the doctor and couldn't find one diploma or certificate on the wall, they too, need to know that you are professional and serious about your trade. Most people don't really know what the "PPFA", "Art Framing Council" are, or even what it takes to be part of the "Chamber of Commerce", but they like to see the window stickers. It insures them that you are true to your craft and others respect your work. Just like TRU-VUE decals, "This gallery uses TRU-VUE quality glass". Most outside the industry don't have a clue about TRU-VUE and surely couldn't give you any reason why it is any better than any other glass company. Although, the decal gives your passing costomers a guage to go by. They assume that TRU-VUE "must" be the best glass avialble and this gallery chooses to only carry the best. Your window is your resume and should consist of all that you are. Don't just cover your window front will huge gold frames and $5,000 dollar canvas oils. Granted this will look really cool and impress most walking by, but you are not Sacks Fith Avenue, yet. Sacks can get away with this because their reputation proceeds them.
I started out in framing at Micheals Craft and the one thing that stuck in my head about my Michaels experience is the reason people came there. Alot of the customers that framed at Micheals came there to save money on the smaller orders or items that "really din't matter too much." They had this misconception that the small galleries were only for canvas' and original pieces of artwork and were too expensive for average day to day projects. As any framer who has compted Michaels lately, they are not any cheaper than most small frame shops, they just have better marketing. The Michaels philosphy is simple, " get them in the door with low prices, 50% coupons, great buys on knick knack Krap and then prove to them that we are able to handle the bigger jobs also."
There are too many of those darn stores to argue if it works or not. So if we can't argue with them, we have no choice but to learn from them.
One of the funniest thing I have ever learned in college was the marketing strategy of Burger King.
They let McDonalds spend milliions each year in demographics of cities and streets looking for the next location for thier new store and Burger King simply builds across the street within a year of the McDonalds ground breaking. This saves them millions each year and gets the same results. Sneaky, but it works.
The summer is comming up and shorts will be the norm for casual shoppers. Don't make them feel that they have to go home and change just to cross the plane of doorway. You may even what to dress down a bit yourself. Nicely starched casual clothes are great way to show that your are approachable and yet have a sense of style. You might even consider installing some all weather speakers out side your gallery and project your image on to the walkway. You may have to check with your lease agreement and local code but nothing makes people feel artsy like classical or some sort of world music. Miles Davis kicks butt in that department too. Don't use any of that easy listening junk, most people find it very hard to listen to.
Your post said you were new to the "retial/Gallery" so I'm not sure if this means that you are a gallery selling artwork or frame shop that deals mostly in origianal work.
Either way, most galleries fail because they run out of money before make thier mark in the community. It either takes deep pockets or some aggressive marketing to make a gallery work.
There is a gallery in San Antonio, Texas named
The Ortiz Gallery that is a text book of aggressive marketing.
They moved some years back from the art district to the Market Square, a heavily traficed tourist spot downtown and perfect for showcasing Latin American and Mexican artist. With the move, came the raise in rent. They compensated by creating more of an open air market motiff in the gallery. You can go in browse some the nicest works of art in the region and leave with some hand blow glass vase for $40 bucks or some turquose jewelery instead. Either way, a sale was made and the lights get to stay on for another month. They have an awsome web site, knowing most of the customers coming in are not from San Antonio and don't want to carry around a 40" by 60" canvas for the rest of thier vacation or even brought the money to buy the piece. They understand their customers.
If you are ever in San Antonio, I highly recomend that you check out the gallery. It is very casual. Most of the part-time workers are the artist on the walls a really fun to talk to. There are not stuffy, over-dressed people walking around with that "Are you sure you can afford to be in here attitude?" They have no problem with you coming in and checking out pieces, shoting the breeze with the workers and leaving with just a business card with their website address. They know that most of the people that come in are just browsing the shops in the market square so the chose to make an impact rather than a hard sale. They just want you to remember them and think about them when your ready to buy some artwork in the future.
I hope my thoughts may help you and wish you the best of luck with your gallery. I'm starting a commercial framing studio in San Antonio and things are going slow but at least in the right direction. I'm not ready to quit my night job. With all the galleries and frame shops in the area, I've chosen to pursue the commerical market instead of the retail. My company is somewhere between a general contractor and a frame shop with a hint of interior design for flavor. Our target clients are new start up business' and companies looking for a new look. We do framing, mirrors, lighting, light contracting work and painting, as well as interior design. In San Antonio, contractors are mostly crocks and do sub par work and the interior designers a mainly rich bored house-wives who prefer to spend your money instead of there own. I figure if they can get contracts, so can I. I also have the framing advantage, my bids cover the entire project from start to finish. I figure contracting as well as framing for photographers, artists, and architects should keep my plate full for now.
Anyway, good luck and hope my thoughts help you abit. Sorry for the long post, I got up early today and I'm working on my fourth cup of java.
"CAFFEINE IS A GIFT FROM THE GODS"
P.S. "Hey BogMan, I'm really digging the new website. Rock on, brother." Rick.
oor open