If I remember correctly Jay, the increase was less than 10% anywhere across the board. The spread amongst the framers quotes were about 6-8%.
The reason was that most were dealing with Victor (the big guy) and LaMarsh (the second big guy). Which leads to 6 walls looking woefully similar. Looked like the reps got together and went to town with a rubber stamp.
I didn't set myself that far spread apart from the rest... mostly the division was made in increasing the standard of what we offered.
I had a little sign that I would put in the window every few days that said "They will frame any poster for $39.95, but we'll make it look GREAT for $139.95."
Had another that went out on the 21st of the month and down on the 25th. "We'll frame any 16x20 for under $17,000."
Silly, yes. Eye catching definately. We were on the main street in the financial district of Glendale, CA. From 11:30 to 2pm I watched hundreds of people walk by with a glazed look in there eye that told me that they didn't even know the frame shop was there and had been there for 7 years.
Everything I did was about getting attention.
I printed a letter about how custom framing was about "the personal touch" and that if the recipients receptionist hadn't felt that "personal touch", they wouldn't be reading the letter.
I printed 500 letters and stuck them and two of my cards in an unsealed envelope.
I bought 500 roses wrapped in celephane. On Wednesday of Secretaries Week, the busiest "Boss taking Secretary out to lunch day", I went to work kicking open doors.
On Secretaries Week, guess who gets forgotten.
I walked up to the receptionist of every company.
"Are you the receptionist?" They would nod.
I would hand the rose to them "Then, this is for you." Then the envelope. "And if you think they deserve it; this is for your boss."
We did over $3,000 in sales before I was able to finish and get back to the shop.
I had put together a set of diploma frame jobs such as Cherry frame, antique satin or linen mat, gold fillet. for $XXX, and so much for the legal set of 4, or doctor set of 3....blah blah blah.
All they had to do was point and say, yes, I like that one.
They sent, their receptionists. I gave them, a little thank you card that was for 10% off. (they don't get paid enough either)
Over the next 2 months we took through the front door half of the previous years gross, and it didn't end there, because now they knew that we were there and we/I would deliver it back to their office if prepaid.
Was it 20 plates spinning out of control... some days it seemed so. And I was glad when I finished that contract and moved on. The owner sold it three months later, and in 4 months it was gone.