Rob Markoff
PFG, Picture Framing God
Marc's column on page 84 of the November issue of PFM (Picture Framing Magazine)should be read by EVERYONE! This is the clearest, no nonsense, plan for success during slow times that I have ever read.
Stop what you are doing, read the article, and more importantly, PUT HIS PLAN INTO ACTION!
Before Marc spoke in San Diego (at the Crescent educational forum that also featured Brian Wolf and Jim Miller), we had an opportunity to meet for dinner. My business had not been performing as well as I wanted it to and Marc was kind enough to review the marketing efforts that we were (and more importantly were NOT making).
Business had been slow. Cash was at a premium, and I was guilty of violating one of my own rules, cutting back on advertising because business was slow. It is hard to justify a significant outlay of cash when it is not coming in. But, as Marc reminded me, "If you don't make contact with your current customers, the guy down the street will" and, "If you don't reach out to find new customers, you won't have any."
We restructured our advertising and marketing efforts and recently did a 5800 piece mailing to a combined list of clients from our stores. The results have been astronomical and just the jump start we needed for the holiday season, and NO, we DID NOT do a coupon or a discount on Custom Framing. We combined this with an effective four-color print and movie theatre screen campaign. Business is up big time, and we are selling better quality designs and $34/foot moulding!
Read the article, and better yet, take advantage of this "guy in the trenches who comes out a few times a year to share his experiences."
Marc will be teaching in Las Vegas at the West Coast Art & Frame Show.
Overcoming Obstacles to Growth (With Jay Goltz) Proceeds from the class will be donated to the September 11 Fund)
Sunday January 20 6 - 8 PM
When the Going Gets Tough Monday January 21 1-2:45 PM
Selling By the Numbers: The Bluestone System for Sales Improvement Tuesday January 22 9-11:30 AM
These classes alone are worth the trip to Las Vegas!
Stop what you are doing, read the article, and more importantly, PUT HIS PLAN INTO ACTION!
Before Marc spoke in San Diego (at the Crescent educational forum that also featured Brian Wolf and Jim Miller), we had an opportunity to meet for dinner. My business had not been performing as well as I wanted it to and Marc was kind enough to review the marketing efforts that we were (and more importantly were NOT making).
Business had been slow. Cash was at a premium, and I was guilty of violating one of my own rules, cutting back on advertising because business was slow. It is hard to justify a significant outlay of cash when it is not coming in. But, as Marc reminded me, "If you don't make contact with your current customers, the guy down the street will" and, "If you don't reach out to find new customers, you won't have any."
We restructured our advertising and marketing efforts and recently did a 5800 piece mailing to a combined list of clients from our stores. The results have been astronomical and just the jump start we needed for the holiday season, and NO, we DID NOT do a coupon or a discount on Custom Framing. We combined this with an effective four-color print and movie theatre screen campaign. Business is up big time, and we are selling better quality designs and $34/foot moulding!
Read the article, and better yet, take advantage of this "guy in the trenches who comes out a few times a year to share his experiences."
Marc will be teaching in Las Vegas at the West Coast Art & Frame Show.
Overcoming Obstacles to Growth (With Jay Goltz) Proceeds from the class will be donated to the September 11 Fund)
Sunday January 20 6 - 8 PM
When the Going Gets Tough Monday January 21 1-2:45 PM
Selling By the Numbers: The Bluestone System for Sales Improvement Tuesday January 22 9-11:30 AM
These classes alone are worth the trip to Las Vegas!