Opinions Wanted Marketing Material

[HB]

If any of you a have a few extra minutes to review the following & make constructive criticism to improve it - please do so. (please don't be nice!)

Purpose of the product is to primarily give to the few clients that come in to the store but leave without making a purchase decision.

5 POINTS YOU NEED TO CONSIDER WHEN FRAMING:
1. Attractive Design
 Your reason for framing should be clearly addressed visually in the selection of color, shape & texture.
 The professional framing designer will demonstrate how each visual framing feature attains your goal.
 A good framer has many samples of diverse framing styles giving evidence of their abilities in framing design.
 A wide variety of material choices should be available for your perusal.
 Check if your framer displays any awards they received in Picture Frame Design.
2. Suitable Materials & Techniques
 The framing design needs to be suitable for the item as well as the hanging environment.
 Different tyoes of material require different mounting & display methods.
 You will need a framer who understands the characteristics of the item being framed as well as modern framing products & techniques, in order to design around your requirements for longevity & preservation.
 Some environmental factors dictate unique framing materials and/or methods - a good framer makes decisions based on anticipated temperature, humidity, light & other variables such as hanging requirements.
 The best framers have samples of non-generic framing methods such as back-lighting & shadowbox construction for you to examine prior to making a decision.
3. Quality Assurance
 You need to be confident that the work will be done as promised & on time.
 A confident framer offers an all-comprehensive warranty in writing. Ask for it!
 Do they display certificates of education, accomplishments, and awards of merit?
 Do they have testimonials available of many happy clients?
 Are they willing to give clint references?
4. Extra Services
 A great business offers flexibility according to your needs & timelines - in hours of operation & appointment availability, as well as in turn-around time.
 Do they only offer the basic everyday framing? Or do they offer all the services you expect such as gift-wrapping, delivery and hanging.
 Is your work presented to you in a nice protective cardboard box or just in a plastic bag or used brown paper?
 A well equiped framer stocks standard framing accessories such as glass cleaners, easels, picture lights as well as a variety of hanging solutions.
5. Great Value
 You deserve full value for your money!
 Do you want cheap framing? Or do you want great value!
 Using proper materials, methods, and great design, you will be rewarded with many years of enjoyment - rather than a few years of tloeration.

At The Framing Nook
we make constant effort to offer you the very best in custom framing. If there is any way that you feel we can improve our service, please call Brian @ 430-340-xxxx or email at fxxx@telus.net to bring it to my attention. Thanks

 

[Ylva]

I'm a bit slow today....

Is the purpose to give this as a hand out to the customer who didn't place an order?

 

[CLovely]

To many words; we are a visual business. Hang well desinged samples on your wall, annotate wth very few words.

 

[drandall]

It's all very nice but I'll bet the reason they are walking out is they are already unconvinced of the value you offer for the prices quoted. I doubt many will be convinced by a handout.

Obviously much better to make them understand before they make a move to leave. Unfortunately framing today is not held in high regard by many. Especially the majority that have not done custom framing before.

 

[Rick Granick]

Providing guidelines for potential customers is a good idea, but I would simplify the whole approach a great deal from what you have presented. Also, consult a professional copywriter if possible to help with consistency, simplicity, and structure. Your statements are wordy, and are coming from different points of view. Some are general statements, others seem like "orders". One usage I would avoid entirely is the all-too-common "you need to...". You can recommend something to someone else, but it is for the other person to decide what they NEED. The overall presentation gives me the feeling that a proctor has just handed me an exam which I now have to take.

Not intending to be too critical, but you asked for straightforward comments, not an "attaboy".
Please post your revised or final version of this when ready.
Rick

 

[HB]

I'm a bit slow today....

Is the purpose to give this as a hand out to the customer who didn't place an order?

yes

 

[HB]

...

Not intending to be too critical, but you asked for straightforward comments, not an "attaboy".
Please post your revised or final version of this when ready.
Rick

Thanks Rick and the others

Not sure I will revise as maybe the others are right - if they are not convinced by our wall samples - they may just go to Wal Mart & not read the paper anyways.

 

[Ylva]

It is too wordy, like others have stated and I still don't know the purpose of this.***

The one time to hook a customer is when they walk in your door and you have an actual conversation with them, where you can stress the value of framing and why it is important to do it right.

Handing them a piece of paper won't do anything to change their minds to place an order. You have to wow them. With knowledge, with design, with techniques.

Now, I don't think it is a bad idea to have something like this on your walls, for people to see when they come in. But it has to be catchy. Not too many words, not too many different points.

You could make a 5-rule to good framing 'poster'. for example.
Or a big question: WHY SHOULD I FRAME THIS???
and then list some possible answers.

***we were posting at the same time apparently!

 

[Meghan MacMillan]

Before reading it my first reaction was "too wordy". Is this going into the hands of people who went through the design process and didn't buy, or people who were "just browsing, thanks."?

As a consumer trying to make an informed choice I'd be put off by some of the language. There are a few typos. 1 a. and 2 a. say essentially the same thing. . .

In between framing gigs I went off and got myself a degree in english. If you'd like me to red line a verion for verb agreement and so forth I'd be happy to, but won't do it now because I'm not sure that's what you're after. (Besides, I'm supposed to be doing bookkeeping now.)

Another thing I'd like to know is what format this will be made in. Professionally printed brochure, self-printed 4 up postcatrds? What incentive will someone have to even read it, much less provide feedback.

I'm not trying to rain on your parade, really. And if you feel strongly this will help you get and retain clients I want to know what makes you think so. Maybe I should try something similar. Right at this moment, I'm not convinced, but I'm willing to be proven wrong.

 

[HB]

Thanks for the replies.

It was intended to be given to all who come in but don't buy - both the ones who just browse, and the ones who say "I'll think about it" or "I am shopping around" after us giving them a price.

I am starting to change my mind though.

I do agree that the design process should sell ourselves, as well as whats on the wall. I believe we have trained ourselves and designed the display to that effect. (Can always be better though!)

I just thought this could be the icing on the cake.

Maybe it would be better to have the salesperson memorize these points & go over some of them with the client prior to them going elsewhere. - Who is going to read the paper anyway! right?

 

[pwalters]

Expecting a salesperson to blurt this to the casual observer might get tough as well. You should consider signage around the store explaining these points next to displays where they have been executed. Nothing drives home a point like a visual example. Then you can use the signs and the examples to punctuate points when discussing things with prospective clients.

 

[Rick Granick]

It was intended to be given to all who come in but don't buy - both the ones who just browse, and the ones who say "I'll think about it" or "I am shopping around" after us giving them a price...
...Who is going to read the paper anyway! right?

If you do it right, it might be a useful way to be sure that people are comparing "apples to apples" when they price-shop.
Rick