William Parker, Webinar Discussion

[Kirstie]

Let's talk about William Parker's PPFA Webinar. If you listened to it I would be interested to hear your thoughts. I have a few:

As far as I know, PPFA does not as yet track Internet framing sales in the percentage of market share reported each year, and I think that would be an interesting addition.

William points out that not only is our market share as independents dropping, but because our main upcoming customer base has half the population base of the Boomers and less disposable income, we are in a position of having to be super marketers to a decreasing market base. We also need to be web saavy in our marketing efforts--big time.

I understood what he said about customers disliking the unknown with regard to being told the price after the design process.

Interesting stuff packed into a one hour seminar.

 

[Cliff Wilson]

Our (independent frame shops) market share is dropping ...
But, the gross dollar numbers for the "chain stores" was relatively constant.

I think that means Independent Frame stores are losing gross dollars and "chain stores" are staying steady. He seemed to imply that they are grabbing more business, but that's not what I saw.

Your comment about internet is very interesting, because we're losing gross dollars somewhere OTHER than chain stores.

Is the market shrinking or is it moving somewhere we're not measuring?

He renewed an "old" marketing push on "branding."

I've been hearing a lot lately that, although branding (as in consistancy) is important, the actual format and direction of Ads and marketing literature should NOT be geared toward branding as it's prime objective.

The "this store is great" kind of promotion has completely lost favor with consumers. The new understanding is that you have to be clear about "what's in it for the consumer" and achieve branding through consistency and look.

I would have liked to see some more concrete examples of what's working NOW, instead of a general "You have to market."

 

[John Ranes II CPF GCF]

Keep it up...

Kirstie,

Thanks for bringing up this discussion - it's important in that education today is often more than face-to-face, like all the offerings at the WCAF Show next week - as I understand that 58 framers were online during William's Webinar. (I honestly was not participating, but I need to get involved in the next one.)

I'd like to see more chime in on this discussion if they were listening into this program.

John

 

[PaulSF]

Well, if we are losing share, and the chains are holding even, then the explanation can be found in one or more of these:

1) the internet is taking share from independents
2) the market is shrinking
3) people are buying wall decor in alternative venues

Certainly our poster business is pretty much gone, taken away by the internet. Retailers like Art.com and Allposter.com aren't just taking the poster sales, they are taking the framing of the posters, too. It's easy, the options are limited, and the pricing is both aggressive and clear. You see the price displayed with each change of component. And if it's still too much money, there's no embarrassing exchange with an actual snooty frame shop person. You just don't click on "BUY," and nobody is the wiser.

As for other venues, you can buy wall decor practically anywhere now. Bed Bath & Beyond, Pottery Barn, Ikea, Meineke, they are all in the game now. And the influx of really cheap gallery wraps from China means people don't even need the frame. Just hang it on the wall, and throw it out in 2 months. You only paid $29.99 for it anyway.

I got two calls today from people who had bought readymade frames with mats at Ikea, a/k/a Wal-Mart for Liberals. The first guy had 5x7 photos, and he was concerned because the openings in his mat are 4.75x6.75. I kid you not. He wanted to know if I could recut his cheap mat from Ikea. Second guy wasn't quite as laughable as the first guy, but he also wanted to know if I'd just recut his mat. With both, I kind of tossed in that the custom framing department at Ikea should do that at no charge, but I'd have to cut him a new mat.

 

[Kirstie]

William also mentioned that today's younger consumers have no time, and that we have to market with an understanding of this problem. He echoed what Vivian said many times, customers will buy convenience in order to save time.

My ideal DIY customer is a recently retired boomer. He has time, money and likes to participate. Young moms and young professionals? Forget it. Do it for me and do it fast.

 

[Cliff Wilson]

My observation is convenience id King!
The next main target is what some call generation Y.
Web based. Convenience based.
The key consumer we need to reach in the future!