Michael's 50 % Off ?

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doylestownboy

True Grumbler
Joined
Dec 12, 2002
Posts
55
Loc
Doylestown, PA
Dear fellow Grumblers,

I cut this posting from an unhappy shopper on another unrelated site and wanted to share it with you. I hope it's O.K. to paste it here.
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Y&R Discussion Group
Topic: Michael's Craft Store RIPOFF, and I drove in a snowstorm for this!


Topic Posted by: Lyndsey
Email: .
Date Posted: Sat Jan 4 0:02:36 2003
Additional Comments: I am trying to get a sketch framed. I had no idea how much it would cost! First store says, $150. I was shocked so I thought I'd shop around. 2nd store says, $150. So then last night I see that until Jan 3, Michaels Craft Store has 50% off custom framing. So I head out today in a snowstorm, last day of the sale. Pick the frame, mat, etc all similar to the other stores. She types it all in and says $145. I say, so with the 50% off, thats about $70? She says no, its $290 regularly, $145 is the sale price. Don't you just HATE when a store jacks up their prices so that they can have a SALE and make the prices just barely NORMAL????

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The purpose of my sharing this posting is to seek advice from any of you that have responded in your own advertising to Michael's false claims?

The knowledge, quality, workmanship, and materials that my shop offers are many levels above what Michael's could ever offer. My regular customers are accustomed to the service I offer and would not accept less. My concern is that everyone likes to save a buck especially in todays economy and framing sales at my location are going in the wrong direction. Help!
 
Michael's isn't making false claims, they just aren't a good frame shop. We get lots of customers from them.

I think the best line I have seen in advertising that relates to this is: "At [our shop] all we do is framing. So we can give your piece the individual attention it deserves." It doesn't slam the opposition, but gets its point across.
 
Thanks for posting that, doylestown! And Hannah, I like that quote a lot. I'm taking that one to work. It just might be in our next ad.

I think an important aspect of your ads would be to not diss Michael's, but be positive and and mention things your shop does that Michael's doesn't provide like great customer service, friendly SKILLED staff, inspired designs, extensive moulding choices, etc. You could mention that your prices are competitive.

[ 03-04-2003, 09:22 AM: Message edited by: Jana ]
 
I had to drive by our local Michael's yesterday. They have two of the largest banners I've ever seen - "50% off the entire framing cost"! Why, if the banners get much bigger, they will cover the front door! :eek:
 
Let's hope they do get a bit bigger then! hehe
 
Their stock is way down ($23.00). They have a tendency to run the 50 off everything when their stock dips. They are trying to make their quarterly income look good to their investers.
 
Mitch,

I think after 23 years of custom framing, I'm allowing them to drag my attitude down as low as their stocks.

Some words of wisdom might help me to focus on bringing in more orders. I need a stiff kick in the a-double scribble!
 
I recently did a price comp. with Michaels. The frame I selected to compare to was marked up 10 times exactly from the Larson book. Then they were taking 1/2 off on the frame. The entire piece on sale was more than my regular price for the same item. :( 'nuf said!!
 
Recently a client came back to me after fainting over my estimate and said she went to a nearby (independent) shop which also advertises 50% off sales 3-4 times a year. She said she was quoted a price about double mine and told (in confidence of course) to come back in a few weeks during the 50% Off sale. (my design included a linen wrapped mat and theirs did not) She was so angry at that perceived underhandedness that she came back to me and spent $100 more than she initially planned to.

I think the word is starting to get out about these so-called sales. How could it not, they've been running them for years.
 
I think the truth is when is comes to "framing customers" great design and concern for their goods is most important to them. Price is secondary. Any way you cut it custom framing is not inexpensive.

Discounting with Less than average design and attention won't keep the framing customer loyal.

Clients surprise me all the time. I did some designs for an elderly woman who works down the block as a CVS clerk. She takes the bus back and forth. She came back today to check on the prices of the two jobs. I thought for sure she would not want to spend the money for the full treatment. She also asked me to ship them to her kids down south. We had talked about Plexi as a safe option. I explained the pros, the cons and the pricing of using CC glass, reg. Plexi, and OP3. I was fully prepared to find ways to help her cut costs. She is a sweet old woman. She said no, I like those frames and mats, the safety of Plexi and the protection that OP3 offers, go ahead and do the small L/E print for $177 and the large one for $482, I hope my kids appreciate it and it's once in a life time. Less was starting to get teary. Not that teary, I took her money and thanked her for her business. I think this is perfect case of perceived value.

Dazzle them with design and treat them with respect and they will be yours forever. UnLess of course they meet me. ;)

Sure, I love to complain about the big boxes, but that won't help me create a frame shop experience that will keep my clients coming back.

[ 03-04-2003, 06:47 PM: Message edited by: lessafinger ]
 
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