AWARD҃WINNING FRAME DESIGN Valuable Mounঞng Techniques • Going the Extra Mile for Customers
Contents
PFM is a member of:
Volume 30, Number 6
PPFA, The Professional Picture Framers Association ACC, Art Copyright Coalition SOG, Society of Gilders
On the Cover
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Picture Framing Magazine® (ISSN 10529977) is published monthly, plus one issue by PFM Publishing, LLC, 83 South Street, Unit 307, Freehold New Jersey 07728; phone 732-536-5160; fax 732-252-2270. Subscription Office: Picture Framing Magazine, PO Box 612, Northbrook, IL 60065-0612; phone 888-238-0049. Subscription: $20 per year U.S., $40 U.S. Dollars per year in Canada and Mexico, $60 U.S. Dollars per year for all international. Single copies, $5.95. If a paid subscription magazine is returned by the U.S. Postal Service as non-deliverable, Picture Framing Magazine will maintain the subscription for one year. If after one year a new address is not provided, Picture Framing Magazine will cancel the order. No refund will be available for that account. Periodicals class postage paid at Freehold, New Jersey, and at an additional mailing office. Entire contents © 2019 by PFM Publishing, LLC. Printed in U.S.A. Picture Framing Magazine registered in the U.S. Patent and Trademark Office. Postmaster: Send address changes to Picture Framing Magazine, PO Box 612, Northbrook, IL 60065-0612 Agreement Number 1691910
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Disclaimer The opinions and information in this magazine are not necessarily those of the publisher and are therefore not to be viewed as such. No part of this magazine may be reproduced without the expressed written consent of the publisher. PFM does not knowingly accept false or misleading advertising or editorial, nor does the publisher assume any responsibility for the consequences that occur should any such material appear. PFM and PFM Publishing assume no responsibility for content, text, or artwork of advertisements appearing in PFM except those promoting PFM. The Publisher reserves the right to review all advertising materials submitted for publication and to not accept any such material deemed inappropriate for any reason.
It takes creativity and craftsmanship to win the PPFA International Framing Competition. Joseph Boutell, CPF, wowed judges in this year's PRINT Category with his visually striking, multi-frame design. For the full story about the making of the winning piece, see page 26. Artist: James Burghardt • Published by Studio EL
Features 26 Urban Design Wins 2019 PPFA PRINT Competition
Columns 12 18 30 36 46
Sales Strategies Mat Doctors Mastering Mounting Retailing Success Style Snapshot
Departments 8 10 37 42 43 44 45
Editor’s Note Industry News Crossword Puzzle Distributor Spotlight Classified Ads Index of Advertisers Calendar of Events
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PFM Publishing
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PICTURE FRAMING MAGAZINE www.pictureframingmagazine.com Bruce Gherman • bgherman@pfm-group.com Kimberly Biesiada • kbiesiada@pfm-group.com A RT D I RE C TO R Jin Dong • jin@wcafexpo.com
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CONTRIBUTORS
Jay Goltz • PRE S E RVATI O N E D I TO R Hugh Phibbs • M O U N TI N G E D I TO R Chris A. Paschke, CPF, GCF M AT D O C TO RS Tim Franer, CPF • John E. Ranes II, CPF, GCF • Brian Wolf, CPF William B. Adair • Ken Baur • Jared Davis, MCPF, GCF Paul MacFarland, MCPF, GCF • James Miller, MCPF, GCF
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Fax to (732) 252-2270 Attn: PFM Editor
Deborah Salmon • dsalmon@wcafexpo.com Mindy Gruenbaum • mindy@wcafexpo.com E X HI BI TO R S E RV I C E S Maureen Robertson • maureen@wcafexpo.com TRA D E S HO W C O O RD I N ATO R Gary Coughlin • gary@wcafexpo.com C O N F E RE N C E C O O RD I N ATO R Alan Pegler • alan@wcafexpo.com A S S O C I ATE E D I TO R Sara LaPonte • sara@wcafexpo.com M A RKE TI N G A N D C O M M U N I C ATI O N S C O O RD I N ATO R Alexis Orlacchio • alexis@wcafexpo.com TRA D E S HO W D I RE C TO R BU S I N E S S M A N A G E R
WCAF EXPO SALES
CONTENTS
sales@wcafexpo.com
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AD INDEX
E-mail to
Letters may be edited for space and clarity
6 PFM June 2019
BOOK SALES COORDINATOR
PFM PUBLISHING, LLC PRE S I D E N T
Bruce Gherman
FROM THE EDITOR’S DESK
L
“Even if you’re on the right track, you’ll get run over if you just sit there.” -- Will Rogers
CONTENTS AD INDEX 8 PFM June 2019
ast month, author and LendingOne CEO Bill Green penned a column in Inc. magazine titled “3 Simple Ways to Keep Your Business Growing and Improving Over Time.” His three rules are good ones: invest in mentoring your employees, put the most work into the aspect(s) of your business you least enjoy, and master all the facts of your business (if you aren’t willing to do this, he bluntly suggests you “go get a job”). But what stuck with me the most from that column was Green’s assertion that owners should train themselves to look at their business as a whole, not just a series of tasks. Part of that is admitting what isn’t working well as opposed to only focusing on the positives, and making an action plan to improve upon those weaker areas. Maybe for you that means brushing up on social media, or selling premium products, or knowing if, when, and how you should discount. Whatever you’re looking for, we strive to cover a broad range of topics each month in this magazine, from sales and marketing strategies to the technical aspects of frame design.
This month we take a closer look at mounting, with a column from Chris Paschke on the wet/dry mount technique (page 30) and a column from Ken Baur about how to correctly price mounting and stretching services in your point-of-sale software system (page 36). Knowing the best mounting solutions to use in a variety of situations, and having confidence in what you are charging for them, can be hugely beneficial to your business. In his latest column, Jared Davis gives a comprehensive overview of how you, a framing retailer, can go the extra mile for your customers, earning you repeat business and a reputation that stands out from your competition (page 12). Green says in his Inc. column that he believes a business’s success often comes down to the commitment level of its founder. I encourage you to keep learning, keep growing, and keep trying new things—and you will see positive results!
Kimberly Biesiada Editor
INDUSTRY NEWS Fletcher Business Group Acquires Frameware Inc.
tions, automation-ready applications, and market crossover
Fletcher Business Group—a leading provider of solution-driven
products,” adds Paharik.
technologies for a wide range of industries, including custom and OEM picture framing, signs and graphics, hardware, woodworking, and float and glass fabrication—recently announced the acquisition of Frameware Inc., a leading picture framing hardware and supplies manufacturer. Established in 1986, Frameware is a second-generation company that specializes in the manufacturing and reselling of security and hanging hardware. Through its Profiles by Frameware line, the company also provides a range of metal moulding options and services. Frameware’s products are widely used across multiple industries. Frameware joins FBG’s roster of globally-recognized brands as a wholly-owned subsidiary and will continue managing its day-to-day operations from its New Jersey headquarters. Frameware’s 25,000 square foot manufacturing and warehousing facility increases FBG’s total manufacturing and operations footprint to 110,000 square feet, significantly enhancing FBG’s global manufacturing and distribution capabilities. Dean DeLuccia will remain as business unit manager of Frameware, LLC. The acquisition of Frameware represents another step forward in FBG’s continued commitment to be a globally-leading, solution-driven technology provider. With significant crossover into some of FBG’s core markets, Frameware’s product offerings help strengthen the company’s ability to leverage its total value as a process solution partner. “We are excited to welcome Frameware to the Fletcher Business Group family,” says Ben Paharik, executive vice president of FBG. “Frameware helps strengthen our overall hanging and display product solutions and complements our bestselling Picture Perfect No-Wire Hanging System. “This acquisition also represents a key step in FBG’s business growth strategy, allowing FBG to stay uniquely positioned in a changing marketplace, offering expanded process solu-
CONTENTS AD INDEX 10 PFM June 2019
Dean DeLuccia, business unit manager of Frameware, LLC, says, “Frameware is thrilled to now be a part of the Fletcher Business Group. Joining the Fletcher Business Group was a natural next step in the evolution of our second-generation company. Our hanging and display products are complementary to their existing line, and we are proud to share FBG’s commitment to customer service and innovation.”
Gilman Brothers INFINITY® Foamboard is Now UV Resistant The Gilman Brothers Company recently announced that its INFINITY® Styrene Faced Foamboard is now UV resistant. “The retail markets have been demanding a UV-resistant, styrene-faced foamboard, and The Gilman Brothers Company has met that demand today,” says Bill VanHorn, director of sales. Independent testing performed by Q-Lab Testing Services of Homestead, FL compared INFINITY alongside the original and a competing styrene-faced foam board. Test results demonstrated that INFINITY performed better than the other test subjects. “The graphics and packaging industries continue to evolve at lightning speed,” says VanHorn. “We are not only keeping up but also getting ahead of trends.”
Framerica Taps Goksin to Head Sampling Efforts Ferhat Goksin has been named Framerica’s Sampling Manager, a position the company calls critical to successfully servicing its customers. Goskin, a longtime member of Framerica’s marketing team, understands his role and its importance. “Ferhat gets it,” notes Josh Eichner. “Many times the entire design and sales process starts
Ferhat Goksin
with a corner sample, and he is the perfect person to make it happen.” For more information, visit www.framerica.com. PFM
SALES STRATEGIES
by Jared Davis, MCPF, GCF
Going the Extra Mile How do you stand out from the rest and win repeat customers?
L
et me start by asking two questions. Who won the men’s 100m final at the last Olympics?
Who came in second? It’s sad to acknowledge, but history gen-
erally only remembers those who came in first. It may seem harsh, but in business, it’s even harsher; there is no silver medal for second place. In business, you either win or you
and share some ideas for going that extra
lose.
mile—which can help give you the boost you
When it comes to training for a race, it’s
need to win gold.
all about running those extra miles—they can make the difference between winning and
Presentation
losing on race day. Likewise, in business—un-
You only get one chance to make a first im-
less you’re lucky—only doing what you need
pression. When a customer walks into your
to do won’t win you that next job. Going that
store for the first time, much of their silent
extra bit more to give yourself an edge is what
judgment about your business is made with-
will set you apart from your competition and
in the first five seconds. This is largely based
win you consumer loyalty. What are you do-
on what they see and how you present your
ing in your business right now to go the extra
store layout.
mile for your customers?
Think about what you can do to make
CONTENTS
There is one simple guideline that can
your store rate highly within those first five
help you understand which extra mile you
seconds. Aim to inspire with beautifully
need to run: what matters most to your busi-
framed examples, eye-catching displays, dec-
ness is what matters most to your customer.
orative props, and professional signage. This
With this in mind, let’s break down some of
all needs careful curation, and remember,
the customer-centric areas that matter most
less is more. If you have too much going on to
AD INDEX
Jared Davis has 25 years of industry experience and is the business development manager for Megawood Larson-Juhl in Australia as well as a consultant for Gunnar International. In addition to writing for PFM, Jared also travels extensively as an educator and speaker, teaching at many industry shows and seminars around the world including The National Conference. Jared also serves on the PPFA Board of Directors and is the author of the book “Getting the Most Value From Your CMC.” He leads several sessions at The National Conference in Las Vegas every year.
12 PFM June 2019
Exceeding your customers’ expectations will help foster a longstanding relationship between them and you, their framer.
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Quality In the eyes of today’s custom framing consumer, quality is a given. You’re no longer going the extra mile by offering this. How does your product compare to mass-produced
or
imported
products? A good barometer is to look at your hanging hardware. Do you use cheap cord and staples for hanging the backs of your frames, or do you use high-quality hanging wire and metal fittings? If you’re not already delivering a high-quality product,
Scott Dawson of Dawson’s Framing on the Gold Coast, Australia, stands out from his competition by having an “unveiling” for his customers when they pick up their finished piece for the first time.
then you’re likely not going to win in the long run.
visually digest in five seconds, then it can lead to confu-
Service
sion. Successful businesses understand that good mer-
Picture framing is a service industry. You don’t just pro-
chandising requires continual effort and is not some-
vide a finished product; you also provide an overall ex-
thing you can work on occasionally.
perience. The difference is made in how you make your
Comfort
customer feel. Considerate gestures such as carrying the customer’s artwork to their car or even delivering an
How does your customer feel in your store? What can
oversized framed item to their home add to your overall
you do to help improve their comfort? Do you offer com-
level of service.
fortable chairs or stools for customers to use while they
Being able to meet or beat a given deadline when
are designing or waiting? Even a simple cushion on a
it matters—such as those rush-job, “his birthday is to-
chair can make a difference. Could you offer a compli-
morrow” scenarios—also sets you apart from the rest.
mentary bottle of water or even a coffee while they are
A successful business owner once told me, “Whenever
waiting? For example, capsule/pod coffee machines are
you go the extra mile for your customer, they’ll drive an
an inexpensive, quick, and convenient way of providing
extra mile to come back again!”
a coffee to help bring comfort to a consultation or a wait. Consider the human senses. It’s not just sight, but
Competitive
CONTENTS
also sound and smell. What type of music can you play
Being competitive doesn’t mean being the cheapest.
to make customers feel comfortable to want to linger
It’s easy to be pressured into reducing your price, but
longer in your store? Could you burn some essential oils
consider this: when a consumer is appreciating their
to make a pleasing smell (and overpower the potential
framed memory on their wall for years to come, they
smells of sawdust and glue)?
don’t remember the “great discount” they got from their
AD INDEX
Lighting is another commonly overlooked aspect of
framer. They remember their memory and, hopefully,
customer comfort. As humans get older, their eyesight
the overall positive experience they had when they went
becomes weaker. Therefore, department stores employ
through the process of buying it. You can be competitive
directional track lighting on their products to help them
in meaningful ways that don’t revolve around price. For
stand out with brightness and clarity. When it comes to
example, offering ready-made frames is one good idea
lighting, consider dedicated directional lighting for your
to appeal to consumers of all budgets.
consulting area and your moulding sample display wall.
14 PFM June 2019
Consider alternative ways to add value without
What makes your business unique and special? This comes down to engaging the customer. Consider the ways you connect with your customer; every interaction you have with them, from initial greetings to the final “thank you for choosing us!” In an age of declining customer service in retail, a welcoming and sincere smile, comfortable eye contact, and respectful conversation is all it can take to help you stand out. Personalize your customer’s experience. Use their name where possible, and direct your conversation toward ways you can help them tap into their emotional motives for framing their piece. Find ways to relate to Anita McNab of Design Framing in Melbourne, Australia, adds a personal touch by gifting her customers a self-branded microfiber cloth with every frame sold in premium glass.
them, and show the best sides of your personality. Scott Dawson of Dawson’s Framing in Gold Coast, Australia provides his customers with a unique unveil-
compromising price. For example, offer a $30 gift vouch-
ing experience when they come to pick up their artwork.
er instead of a $30 discount. Not only will this cost you
When possible, Scott prepares their finished framed
less in lost profit, but it will also encourage an extra sale.
piece in advance of their pickup and mounts it on a display easel in his showroom with a black satin cloth over
Exceeding Expectations
it. When they arrive, he conducts an “official unveiling”
The best way to make a positive impression is to sur-
for them; the result is always an “oh wow” response!
prise a customer with something special that they may
“It’s something they’ll remember about my busi-
not have expected. There are plenty of opportunities for
ness, and it’s definitely better than just partially reveal-
this in custom framing. One example is having a job fin-
ing their framed artwork wrapped in shrink wrap and
ished sooner than expected. Another is simply providing
cardboard corners,” Dawson says.
some complimentary wall hooks to hang their item. You could choose to enhance a framing job by upgrading a
Follow Up
single mat to a double mat when they may not expect it.
Some framing businesses actively reach out to each of
Liz Barker of Kenmore Gallery in Brisbane, Australia
their customers a week or so after they’ve picked up
selectively offers customers a complimentary upgrade
their item to ensure they are delighted with their frame
to anti-reflective glass over plain glass. This not only
and service. This is usually by email or text. It’s also a
makes them feel great when they pick it up, but it also
great idea at this time to request a positive five-star re-
sets a higher standard for this level of glazing for future
view on social media or Google (include a direct link).
jobs as well.
You could even offer an incentive to come back and
Anita McNab of Design Framing in Melbourne, Australia, provides her customers with a complimentary,
frame something else again soon.
CONTENTS
self-branded microfiber cloth with every frame sold in
Conclusion
premium anti-reflective glass—which is both a handy
Coming in first place in business doesn’t just come down
cleaning solution and a great marketing tool.
to what you do; it’s also how you do it. Going the extra mile is about staying hungry in business. Keep trying.
AD INDEX
Be Memorable
Keep changing. Don’t become complacent, and don’t al-
Being memorable is the magic X factor in business suc-
low yourself to drop back in the race, and you will reach
cess. People remember great experiences more than
your goals. PFM
great prices. Great experiences develop return customers, who want to tap into the inner child’s voice that says, “do it again!” 16 PFM June 2019
Product Showcase
888 Manufacturing
Decor Moulding
Acid free black masking tape with a smooth surface allows more adhesive contact for a superior bond. Used for sealing frame backs, lining shadowboxes. etc. Quality tape. Made in the US. Available in 1'' and 2'' 60-yard rolls.
Pleased to announce the introduction of Ravello, a new line of eight slope-topped contemporary rustic metallic finishes that blend different colors to help frame any picture with the right appeal. The ¾'' rabbet offers a strong separation from the art, while the sloped top leads one’s eyes to the art. Available from both NY and GA warehouses. Order corner kit #CS-RAV to get these styles on your walls today. Go online for the most current moulding offerings or place an order via email at order@decormoulding.com or by phone.
Call: 888-338-3318 www.888mfgcorp.com
Call: 800-937-1055 www.decormoulding.com
Delta Picture Frame Co. This collection of 2 3/8'' wide wood mouldings are some of Delta’s most recent additions. Available in Gold, Silver, Espresso, and Walnut, this collection features a distinct texture and pattern. For samples and pricing, please call our office. Call: 800-327-5482 www.DeltaPictureFrame.com
D&K Group, Inc. The 500T Mechanical Press is designed for mounting and laminating artwork up to 51'' wide by any length. The 500T features analog thermostat controls to simplify operation and reduce potential digital component malfunctions. It offers a 26'' x 34'' heated platen surface and accommodates substrates up to 1'' thick. Call: 800-632-2314 www.dkgroup.com
Easy Leaf
EnCore Products
Everything from Metallic to Mineral/Mica, Pearlescent, and Sparkle, our powders are perfect for every industry ranging from professional finishers to decorative painters.
EnCore Design Boards. Select an attractive frame for these “functional” boards and incorporate into your decor. Create message centers with Chalk Board and Cork Board in the office, kitchen, dormitory, or wherever you choose.
Call: 323-769-4888 www.glandmp.com
Call: 800-873-4868 www.encoreproducts.com
CONTENTS AD INDEX
Framerica
Global Art, Inc.
Framerica’s Organic Maple is the newest addition to its popular Woods Collection. “For us, organic meant it should appear completely untouched and natural,” notes Josh Eichner. “It’s timeless and can be dressed up or down depending upon the environment.” Organic maple is available in profiles ranging to 3''.
Global Art, Inc.’s Spring 2019 Ready-Made Frame catalog is now available! Please contact customer service at 866-310-4210 to request your copy or go online to see all of Global Art’s quality frame offerings.
Call: 800-372-6422 www.framerica.com
40 PFM June 2019
Call: 866-310-4278 www.globalartphotoframes.com
Gluefast
Larson-Juhl
Our wet mounting kit includes two mounting glues for gluing posters to foam core, chipboard, cardboard, or wood. Gluefast also has glue mounting equipment for mounting prints up to 42'' wide for larger volume users.
Inspired by mixed metals, Alloy combines metallic top coats with a brushed wood side. These two contrasting elements create interesting views from every angle. Call: 770-279-5222 www.larsonjuhl.com
Call: 800-242-7318 www.gluefast.com
Michelangelo Moulding
Omega Moulding
Michelangelo has a new profile set—the 331 series. Available in Black, Charcoal, and Silver and Gold broken leaf patterns, each shadowbox measures 7/8'' wide, a tall 2 3/4'' height, and a full, near 2 1/2'' rabbet. The group is now in stock and available for orders and samples. Contact sales@michelangelomoulding.com for more information.
From the Japanese word for fruitwood, Kaju is a collection of 11 items referencing the combination of nature and simplicity in Japanese design. Fruitwood finishes such as pear wood, cherry, plum, and pecan are desirable for their fine, even grain, smooth texture and consistency, often used in today’s fine furniture and cabinetry. The collection’s clean lines and warm natural wood tones work well with a wide variety of art and color schemes.
Call: 877-422-8812 www.michelangelomoulding.com
Call: 800-289-6634 (US) 877-452-3799 (Canada) www.omegamoulding.com
Sepp Leaf
Superior Moulding
Mica powders are non-toxic, non-tarnishing metallic powders, combinable with most mediums to apply as a paint or glaze. Mica powders can be flash gilded by dusting over gilding size. Ideal for touching up gilded moldings. Available in 24 colors and as a sampler kit. Distributed by Sepp Leaf Products, Inc.
Presenting Midway, a collection of color mouldings inspired by the flavors of summer, like Blueberry Pie, Caramel Corn, and Grape Slush. These tasty colors are produced on a maple veneer laminated to a solid wood substrate that is easy to join and helps keep the colors accurate and stable over time. Have a look at these great accent colors online.
Call: 212-683-2840 www.artistcraftsman.com
Call: 952-922-7914 www.supermoulding.com
Universal Arquati Collins II is a beautiful line available in five soft yet vibrant finishes: black, white, gray, muted gold, and muted silver. This profile is inspired by the original Collins Collection to offer a great look and value. Please contact your local sales representative for corner sample sets, which are available now. Please visit the new line on the web. Call: 800-668-3627 www.universalarquati.com
PFM June 2019 41