Non-traditional competiton

[Bob Carter]

Our businesses are assaulted continously by an evergrowing base of competitors. It's just not the frame store down the corner anymore. And it's not just the Michael's or Aaron Bros. Its everybody that is competing for that discretionary income that we all survive on. The latest on the grumble is magazine guys. The truth is they aren't going away and they are multiplying. So here's what we have done to combat what we see as an erosion to our business. Remember these guys like Great Indoors and Lowe's,et al, are not a bunch of guys that just fell off a turnip truck. They are shrewd operators with a ton of resources. I know, I was one of them for years. So my suggestion:Start thinking like them. For example, at these monster stores you see framed art at prices that look like they sell for less than you make them for.And you're probably right. But they have to buy them from someone and they, too, have mark ups. We through due diligence found out some of the sources they buy from, and guess what? Just like Nielsen and Nurre, they'll sell to us too. Maybe not as well them, but still pretty damn close.The bottom line:We too will have a boatload of very nicely preframed art that will cost not more than I can produce them for, and at no labor. Most importantly at a time of year when our most precious commodity is time. We view these lines as complimentary, not competing. But there are a lot more examples just like this, and my only point is you can survive and flourish if you start thinking larger than your capabilities.Instead of looking at competition as adversarial, view them as market research. Do what they can do, only better and quicker. There's another competitor lurking behind the next corner. Look for the opportunity to seize the opportunity. Start thinking like them on the issues they do better, ignore them on the issues you cant or don't want.But be proactive in your growth and thinking. You'll be fine. I have several other examples, but this is a larger soapbox than just me.Surely others have similar stories

 

[JPete]

With age comes a little wisdom, less anger and a final realization that you are entitiled to a living also, raise your prices accordingly and don't feel guilty about charging for your services.

It's not the other guy who will put you out of business, it's you!



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Knowledge is to be shared!

 

[ArtLady]

Even the local art gallery gift shop is now the competition.

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Timberwoman
AL
I cut the mat, I pet the =^..^= cat.

 

[lise]

We are small but we have flourished in a population of 850,000 with over 100 custom framers. The key is in micro-marketing. Develop a targeted marketing plan to a "niche" market. If you are high-end position yourself as "The" place to buy exclusive high-end mouldings. If you serve the corporate market, you are "The" corporate specialists. If you sell Neilson and Larson chops below wholesale, you are "Cheapie Chops" for artists and the likes.
My point is find a niche and go for it. You will attract certain buyers with each strategy. We made the mistake of trying to be all things to all people when we first started our business. We wasted a lot of money and just confused people as to what we were doing.
If someone were to approach me today and tell me my prices were more than "light impressions" or "art.com." I would ask, "So what's your point?". Do they send a salesperson to your office. Do they offer creative suggestions? ect. ect.
As someone said earlier, don't worry about what your competition could be doing. Worry about what you're doing.

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Lisa Kozokowsky C.G.A.H.
Frameswest Inc.