What are you doing differently?

Bob Carter

SPFG, Supreme Picture Framing God
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Jun 16, 2000
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Jim Miller, on the Average Ticket thread, indicated that he had changed his advertising to a more focused approach saving him money and yielding more satisfactory returns

That is a great example of how he monitored his activity, analyzed those actions and reacted and modified his response. It's no surprise that such a good operator as he would do that.

But what things have you done differently or changed in the last two-three years?

It might be an advertising approach or equipment or location or product mix or anything that has made a difference.

For extra credit, it might be fun to tell us what made you look at a potential change, what made you make a decision and how did you determine if the change was beneficial?

Bad changes that didn't work out are as much fun as the successful ones, too
 
Bob, I've made so many changes I don't know where to begin.

#1) (margin improvement) by buying box quantities for some "in house" mouldings, buying short length for more orders and being more selective when buying chops -- improved gross margin

#2) Improved signage (not done yet) BIG difference -- people comment on visibility

#3) Have tried local artist shows -- so far a failure - thought it would bring in "new faces" but all I've seen so far is other artists that don't really want to spend money.

#4) Improved Lighting in Store (Suggestion from the G!) Shows off my nice gold mouldings better and I believe has helped sell larger mouldings.

#5) I did add a CMC, but that was a no brainer. (Couldn't have got through last holiday season without it.)

#6) Added Easels, Low cost readymades, started making my own photo frames, making "business card holders," "cubicle mirrors" and other "related products in an attempt to sell more to existing custmers/improve margins/not let so many walk without buying. (This has NOT been a big money maker itself, but I believe it is improving my image as a "one-stop" framing place.

#7 lots of expense improvements like lower cost telephone service ...

uhh, guess I got carried away, sorry
 
Have lots of changes:

#1- moved to a new location; everything in one place (production/sales), our own parking,larger display space, more focus on framing

#2 - reduced staff as a result of move

#3 - became certified as an interior decorator - added services of hanging art, sourcing art, home consultations on making art work within new spaces, wall space planning

#4 - changed advertising - advertising contract that was consistent and targeted, full color, full run and a lot less money - saved about $6k on just this and get the consistency that is needed for a wider market. Direct mail to current list when I have targeted something new

#5 - adding readymades in standard sizes, instock, quick turnarounds for those that are DIY's or just need it quick. This was in addition to our inventory of small cutsy photoframes

#6 - expense improvements - checking in stock mat fallouts before ordering, phone service, internet service, account service,payroll,etc.

#7 - Great Signage for new location, includes ability to add to signage as services increase

#8 - Constantly analyzing what customers are looking for, want, etc. This has driven alot of what I have completed for this year.

#9 - still working on Picture it First - had some tech issues, and then got too busy to finish setting it up - January project

#10 - added Lifesaver POS - best thing I ever did!!

#11 - lots of networking

Biggest Flop - local artists - I have tried and tried for 4 years - not a good fit for this market, I gave up!

I think I've accomplished alot for 2005, and am in the planning stages for 2006 - have lots of ideas and am accruing lots of ideas from the grumble to incorporate. Its just me (for now)

Sorry for getting carried away, but it helped to put the year into perspective and I think I should stop beating myself up for feeling like I'm not getting enough done
shrug.gif
 
Different that didn't work well in 2005:

1) Selling ready mades, general gift items, cards, etc.

3) Expanded newspaper advertising.

4) Gave too much wall space to high end moulding.

5) Expanded yellow pages advertising.

6) Went another year without a CMC

Different that has worked well in 2005:

1) Direct mail to every mailbox in two counties, directing customers to my website and my shop

2) Radio sponsorship on community radio ("Three counties, two states, one community" is one of their slogans).

3) Development of exclusive my-shop-only print offerings. This was biggest gainer.

4) Free framing for benefit raffles of nice limited edition wildlife art donated by one of my customers. The raffles get good exposure and my publicized participation always brings in new customers.

5) Purchased more boxed moulding.

6) Purchased glass and other supplies in larger quantities and on special.
 
Jack, you must get a CMC, if your a fulltime framer, its like having 1 or 2 extra employees. Simple to operate and increases your productivity double fold, as well as cutting difficult cuts with ease. You can lease from our new sponsor, Wizard, for a small monthly fee and cut all the mats you want at no extra charge.
They are incredible......

At least that is my understanding on their new leases, don't wait, get on board, it will be the best decision of 2006. Good Luck jmo
 
Moved 30 days ago. It's too soon to tell. I guess I don't belong in this thread but I'm trying to catch Ron.
 
What made you look at a potential change?
Classes attended at both the Vegas and Atlanta shows.
What made you make a decision?
Drive to grow our business in a professional, methodical manner.
How did you determine if the change was beneficial?
Consistent monthly tracking of the numbers. We decided (again, from a class we took) that we would make it as easy as possible to shop with us; thus, we added AMEX and Discover. By partnering with a local bank, we were able to reduce our bank service charges by 32% this year. By "turning a buying advantage into a selling advantage", we lowered our COGS by 8%. By negotiating a new lease, we lowered our rent by 11.5% this year.
I can't wait for this year's classes in January! Makes me giddy to think how much more we can grow.
Julia
 
Followed what of Bob's advise I could. Bought better, negociated better, had a little something for everyone. I lack Location X 3 (but it's all mine), so I must adapt. Bought better equipment, new software, made some liasons with other businesses that could prove profitable. Sew seeds all the time...enough grow.

The question is what are we going to do in 06? What do the stars have in store, and how do we keep/restore our piece of the pie?
 
Biggest Flop - local artists - I have tried and tried for 4 years - not a good fit for this market, I gave up!

Could you expand on this a bit more? What did you do and how was it a flop?
 
I had a consignment gallery piece to my framing business. I had over 100 consigned artists of various mediums. From low end to high end. I sold over $40k of art my second year open, then it decreased to about $2k the third year. When I moved, I tried to make it more unique and special... I had solo shows, artist reception, direct mailing - no one was showing up, and I was sending invites to the highest end people on my mailing list - they were not buying.

I have found that people are buying on vacations and bringing back prints, art, etc., but they are not shopping locally for it. Even the tourists in area were rarely buying local area prints - I'm not sure why. It was just very frustrating.

I'm pretty creative, and pride myself for thinking outside the box, but I just got tired of trying and listening to the artists whine and take up my time because their art was not selling - anywhere, not just from my store. I needed to make better use of my time to make my business more productive and more profitable. The consigned art was the first thing to go. If someone comes in looking for art, I have an agreement with the previous list of artists to send them the customer for a lot less commission - do I see any - not sure, who knows, who cares... I don't have the headache anymore
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Why was it a flop - a lot of work, no money made.
 
My story on local artists is very similar to Elaine's. I had receptions + where I supplied the wine and cheese+. Lot's of artists showed up to eat and drink, but nobody buying.

One woman had works in my shop as well as three other shops in the surrounding area. Didn't sell any. She was able to get a couple of pieces in a shop in Boston ... A gentleman who lives nearby called her and said, "now that you're in a "real" gallery I'd like to buy one of your pieces." He bought direct from her.

That's it, I'm done. I am changing my wall to two artists. One LE copper plate etchings -- so far lot's of interest. The other LE New England Vacation scenes. Other galleries in NE have "collectors" interested and there is no one carrying his work locally. After visiting a number of shops that have some success sellign off the wall I came to the conclusion that (here at least) I needed to either "go lower end" and carry canvas transfers et al, or concentrate on a couple of well known Currently collectable artists with a critical mass of consistent display. I'm trying the latter ... will let you know how it goes. (primarily a space/style decision.)

BTW, one wall is still dedicated to "framing examples." For ease in selling more of my bread-and-butter stuff!
 
I think this is a great thread and im bumping it up as a featured topic. (top of list)

Mike
 
I am certain that I learn more from failures than successes.

When we succeed, we assume it must be because we are so darn smart.

But, when we fail, we must find out why because it has to be more than us. Peeling a few layers off the "mental onions" can be the most enlightening exercise we do. However, to be effective, it requires a brutal level of honesty

And, we have peeled many onions. In the words of my good friend, William Parker, some of those mistakes we liked so much that we've done them again
 
I am giving a friend some advice on drumming up business. There are a number new of things she is doing, so it is too soon to say how things will go.

However, one thing she neglected was her windows. She didn't like to do windows. Since she is on a very busy street, I told her the best form of advertising she has is her windows, and it is free at that. I spent some time working up a couple of ideas. She put the Wizard to work and made up some signs (examples-she put a large mirror in the window with a sign on it saying "custom mirrors"; a framed lettermat with photos), decorated for Christmas, etc. I e-mailed her today to see how things were going. I was told the windows are getting alot of notice, and new people have been in because of them. No "real" sales yet, but the added foot traffic is encouraging.

You can make some good looking signs with the Wizard!
 
Bob, Does making me go back to work after 3 months off, count? :D

We are trying more stuff in the window that reflects the neighborhood....Mirrors.. :D
 
FWIW- since the topic became a "sticky" it has gotten a single reply (before mine). If the idea of making it a sticky was to attract increased traffic, I'd say the experiment brought about unexpected results. ;)
 
I think you're right! I'll reverse that.

Mike the threadkiller
 
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