Contents
PFM is a member of:
Volume 32, Number 11
PPFA, The Professional Picture Framers Association ACC, Art Copyright Coalition SOG, Society of Gilders
On the Cover
Picture Framing Magazine® (ISSN 10529977) is published monthly, plus one issue by PFM Publishing, LLC, 330 Mounts Corner Dr. #313, Freehold, NJ 07728; phone 732-5365160; 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 © 2021 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
Understanding the control of digital color is half the battle to a perfect image replica as final output. We are thrilled to have the first of a three-part series about digital color management this month. Full story begins on page 18.
Features 18 Coloring Your Workflow for Success - Part 1 22 Canvas Framing: Protective Backings 26 Joining Equipment That Fits Your Shop's Needs
Columns 12 Sales Strategies 38 Design of the Month
38
Departments 8 10 32 34 36
Editor’s Note Industry News Product Showcase Distributor Spotlight Index of Advertisers
22
12
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.
PFM Publishing
330 Mounts Corner Dr. #313, Freehold, NJ 07728 • Phone 732-536-5160 • Fax 732-252-2270
PICTURE FRAMING MAGAZINE www.pictureframingmagazine.com Bruce Gherman • bgherman@pfm-group.com • 848-444-5202 Kimberly Biesiada • kbiesiada@pfm-group.com • 848-231-3510 I N TE RI M E D I TO R Chris A Paschke • cpaschke@pfm-group.com A RT D I RE C TO R Jin Dong • jin@wcafexpo.com
E X E C U TI V E PU BLI S HE R E D I TO R
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 Brian Wolf, CPF • John E. Ranes II, CPF, GCF • Tim Franer, CPF William B. Adair • Ken Baur • Jared Davis, MCPF, GCF • Paul MacFarland, MCPF, GCF James Miller, MCPF, GCF • David Lantrip, MCPF, GCF
B USI N E S S E D I TO R
ADVERTISING SALES
sales@pfm-group.com • 848-444-3058 Bruce Gherman • bgherman@pfm-group.com Rob Gherman • robgherman77@gmail.com CIRCULATION D I RE C TO R O F A U D I E N C E D E V E LO PM E N T
Maureen Robertson • maureen@wcafexpo.com PRODUCTION
A D V E RTI S I N G C O O RD I N ATO R
Jin Dong • ads@pfm-group.com
SUBSCRIPTIONS 848-444-5164 maureen@wcafexpo.com
WEST COAST ART & FRAME EXPO • NATIONAL CONFERENCE A division of Hobby Pubco • www.wcafshow.com
Deborah Salmon • dsalmon@wcafexpo.com 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
TRA D E S HO W D I RE C TO R E X HI BI TO R S E RV I C E S
WCAF EXPO SALES
sales@wcafexpo.com
CONTENTS
PFM PUBCO • BOOK DIVISION BOOK SALES COORDINATOR
pfmpubco@pfm-group.com
AD INDEX
PFM PUBLISHING, LLC PRE S I D E N T
6 PFM November 2021
Bruce Gherman
FROM THE EDITOR’S DESK A
It’s all about journeys this month, from sales to color workow to the roaring 20s!
CONTENTS AD INDEX 8 PFM November 2021
month of introspection to education is in this issue. Understanding the journey of your customer may be the key to your business success. Being a great designer is only part of the equation, from the initial engaging of the buyer to the nal display of their treasure; learn how to track their progress to create a better outcome in our Sales Strategies column (pg. 12). Another journey is mapped with Coloring Your Workow for Success by Marc Aguilera, part one of a three part series on the color, input and output of accurately printing art images for artists and consumers. And then, our fabulous Design of the Month (pg. 38) is a magnetic approach to the preservation of a 1920s apper dress and reproduced antique photo to accompany it. What a journey that is! Moving on to the business of business this month we present our Joining Equipment review that showcases the spread of potential equipment that will meet whatever your shop’s needs are (pg. 26). Then we have an educational and historical discussion from David Lantrip exploring the mystery behind the hole in the backing behind a canvas to allow it to breathe (pg. 22) Don’t laugh, that debate is still
a thing, though it has been updated. David discusses the variations in backing, what to use and why, and perhaps what not to use. Framers have always embraced continuing education and this article is part one of two with his next installment on glazing of canvases. Though there were numerous references to journeys in this issue, let us never forget that framing in itself is a journey. Taking our customer’s keepsake--be it a valuable 1870s stretched canvas or a priceless piece of grandchild’s art--from the design counter to their wall at home is what we love about this business. Yes, we need to be protable to be successful but it’s the emotional tie we all have to our customers that really makes us happy. Happy November, have a fabulous Turkey Day with those you love and who love you back!
Chris A. Paschke Interim Editor
INDUSTRY NEWS TRU VUE® Launches New Custom Framing Displays
In June, Tru Vue launched a program asking their custom fram-
When Tru Vue® asked custom framers to vote online this summer
ers to vote on four different point-of-purchase countertop displays.
for a new counter display featuring the brand’s premium glazing
Framers were asked to select the display they thought would best
product Museum Glass the response was so great that it gave Tru
show customers the clarity and protection that Museum Glass of-
Vue double vision. “We had thousands of votes from custom framers
fers. By voting, framers were automatically registered to receive the
all across the country, and the race between our top two vote-get-
winning display to use in their own frame shop, which will be avail-
ters was practically too close to call,” says Dorothy Heckle, Tru Vue
able to framers who voted for one of the two winners. Framers who
Director of Marketing. “So we declared both of the counter displays
didn’t vote for either one of the winning displays, or at all, will have the
winners! It really was quite exciting to see such enthusiasm for our
opportunity to choose which they prefer.
most popular product.”
For more information about Tru Vue or Museum Glass, visit www.tru-vue.com/solution/museum-glass/ contact Tru Vue Supports at 800.282.8788 or email framers@tru-vue.com.
Lisa Olsen Celebrates 15 Years Lisa Olsen, Framerica’s customer service director, recently celebrated 15 years with the moulding manufacturer Framerica. “Lisa is a consummate leader and tremendous customer advocate,” notes Josh Eichner. “She displays a tireless effort, an even handed approach and unmatched skill.
Lisa Olsen
We hope she stays another 15 years!” Call 800-372-6422, or visit www.Framerica.com. PFM
CONTENTS AD INDEX 10 PFM November 2021
SALES STRATEGIES
by Jared Davis, MCPF, GCF
Understanding Your Customer’s Journey Identifying all aspects of a sale makes for a better experience.
L
ife is full of journeys and buying a custom frame can be one of them. A proven way to improve your sales and
customer loyalty is to focus on improving your customer experience at every stage of their buying process. Aligning your business to match the desires and objectives of your customer is an essential strategy for delivering an optimal experience. Every business should periodically take time to methodically review each step in their business experience. This is called mapping your customer journey.
Who is Your Customer?
ited to no more than a few.
Mapping Your Customer Journey The process is to map each stage of the buying process and identify every touchpoint your
The first step is to determine who your target
business may have with your customer. Don’t
customer is and what are their needs are. Pic-
just think about this map mentally. Document
ture framing covers a broad cross-section of
this on paper or screen, so that you can record
consumers and many businesses only focus on
and share this with your team. Then collaborate
a selected bandwidth of product and customer
with them so they can also have input and ul-
type. When identifying your target customer,
timately be onboard with supporting any im-
consider factors such as their demographic, age
provements and outcomes.
CONTENTS
group, income, and lifestyle. Create a fictional
Every business and every customer is
character or persona for your average custom-
unique. As a result, there may be very different
er and use this as an example for your map-
journeys applicable to each situation or custom-
ping. You may find that you classify multiple
er type. Once you figure out the stages, identify
personae for multiple journeys, but keep it lim-
points where the customer is directly engaged
AD INDEX
Jared Davis has 30 years of industry experience and is the business development manager
for Frames Now, Australia. Jared has previously worked in roles including business development, strategic marketing and product management for companies such as Larson-Juhl and Gunnar International. In addition to writing for PFM, Jared has traveled extensively as an educator and speaker, teaching framers at many industry shows and seminars around the globe, including The National Conference at the WCAF Expo.
12 PFM November 2021
Every step, every stage along the sales journey counts towards a happy and satified customer experience.
Online reviews are a digital version of word-of-mouth. Harvest these wherever you can, as they are highly valuable at influencing new customers to choose you first. From a brick & mortar perspective, there are also many considerations, such as signage and considering your curb appeal. Making your store more visually inviting through window displays, awnings, lighting, A-frame signs, potted trees and planter boxes are all important.
Research and document all stages of a purchase to the final sale to best assess and assure repeat business.
2. Education & Research
with your business, then assess each point and analyse the
The second stage of the process is when customers identify
details. Then ask yourself what you can do to improve or
a need or
personalise each experience.
to learn more about it. They will also start to compare their
desire for your product and start to dive deeper
There are obvious physical aspects to each stage, but
options. Most times, this stage starts with an impetus such as
don’t forget that there are also numerous digital points
needing a frame. Seasonal events such as Mother’s Day create
which are equally important. The outcome of any changes
opportunities to present ideas and inspiration which help to
or improvements should not only help you to maximise the
create purchasing desire.
value of a sale, but also the potential value of a loyal, return
All generations of consumers will research their options
customer. Keep in mind that customer journeys may not be
on their mobile devices, so be prepared to deliver any infor-
linear. Customers may enter at any stage and skip over stages
mation they are seeking through your website and social
or move backwards.
media. Whether it is store window displays or social media
To help get you started I have outlined an example of
posts, consider strategies for sharing design ideas and trends,
some key stages of a typical retail customer scenario which
offering design advice and tips and sharing stories that can
you can adapt and expand on.
resonate and relate to your target customer. When it comes to comparing options, rather than forcing
1. Awareness & Attention
your customer to choose between yourself and your compet-
This initial phase is where a specifically targeted customer
itors, offer customers numerous choices so they don’t feel a
may first
become aware of your business and you capture
need to look elsewhere, such as offering readymade frames
their attention. This is getting your business on their radar. A
as well as custom framing. You should also be accessible be-
customer may find you from a street front location, advertis-
yond face-to-face, email and phone, whether it be SMS, Mes-
ing, word-of-mouth or online. There may be one or many of
senger or DM, open your communication channels to em-
them, but every one is a potential starting point for a journey
brace all platforms.
CONTENTS
and needs to be considered with careful detail. From a digital aspect, ThinkWithGoogle.com reports that
3. Evaluation & Purchase
AD INDEX
63% of shopping journeys begin online. This means that you
This is the critical stage where a customer will go through
need to have optimised online presence. This primarily en-
a justification process, assessing and weighing their options.
tails your website, your SEO and your social media. One of the
Personalised customer service is a key element to this stage.
first things to consider is that most searches will find your
Every picture has a story behind it, so find out why they want
Google listing before they find your actual website. Make sure
to frame their project. Also learn more about where it will be
your Google listing and information is current and relevant.
hung. Consider any emotional aspects and remain sensitive
Analyse where your website comes up in searches and invest
to how the customer feels through each step of the design,
in website optimization.
always making the focus about them and their story.
14 PFM November 2021
This phase is also where objections may be encountered
days after their purchase, to assess their satisfaction. At this
and overcome. Consider these elements in detail and devel-
stage, it may also be possible to persuade a 5-star review.
op ways that you can address common objections. Noting
Keep in mind that some customers may be hidden social
a great design will overcome a cheaper price, and when a
media influencers who possess the ability to generate expo-
customer finally makes a decision to buy, always make them
sure at the tap of a phone screen. Encourage them to share
feel confident in their choice. The next step is to consider
photos of their artwork and share their experience with their
how you can provide a smooth transaction by offering con-
friends.
venient payment options, whether it is Amex, AfterPay, or Bitcoin.
The ultimate achievement in these post-purchase stages is to find those customers who become advocates for your business. These are not just loyal customers, but evangelists
4. The Pick-Up Pinnacle
who actively refer your business to their contacts. Their en-
The highest peak of a customer’s journey is when they final-
dorsements and testimonials influence countless others, so
ly get to see their framed masterpiece revealed for the first
it can be worth developing personal relationships with these
time, when they come to pick it up, so make it special. When
people and find ways to reward them.
you reach out to advise them that their artwork is ready, get them excited! For example, you could text/SMS them a close-
6. Retention and Repeat Business
up partial reveal of a corner of the frame to generate interest
Finally, you want to implement strategies to nurture loyal-
and anticipation for them, which encourages them to come
ty and repeat business by regularly keeping in touch with
in sooner.
your customer. Methods such as electronic digital marketing
If you know an exact time when they are coming in to
(EDM) in the form of email newsletters and social media can
pick up, put it on an easel with a cloth over it and turn the
generate opportunities and keep your business fresh in their
occasion into an official unveiling. After your customer’s ela-
minds.
tion of seeing their completed framing, perhaps you could provide a thank-you note or gift, and don’t forget to add busi-
Conclusion
ness card, brochure and/or incentive coupon to encourage
Ann Handley, best-selling author on digital marketing, said,
them to come back again. The more you exceed your cus-
“Make the customer the hero of your story.” Creating a great
tomer’s expectations and show them some love, the more
customer journey doesn’t just happen by accident. In most
chance your customers will return the love. Their journey
cases, it happens by design. Get to know your customers
shouldn’t just end with the purchase and pick-up.
and understand the journey through their eyes. Humanize
5. Customer Satisfaction
your customers and learn what they want and then figure out how you can offer it. Becoming customer-centric in ev-
There are some significant post-purchase stages which
ery aspect of a customer’s journey will help your business
should also be considered as part of the customer’s overall
rise and achieve its own journey towards the pinnacles of
journey. Develop a personalized method to reach out a few
success. PFM
CONTENTS AD INDEX 16 PFM November 2021