Hello Less,
You asked for more information to clarify the FramerSelect program. Thank you for the question. That information follows.
First, I would like to say that FramerSelect is not a stand-alone marketing program. It is a program that provides tools for independently owned frame shops to use in conjunction with their local marketing to differentiate themselves from their competition.
It is designed to use the power of Branding, through national targeted advertising, to attract new customers and to reinforce your existing customers that you are one of the best frame shops in America. Customer retention being equally as important as obtaining new customers.
Secondly, it has been mentioned that $120.00 can buy ALOT of local advertising. I am suprised at this statement and suggest that if indeed $120.00 did go along way locally, I question if it is advertising to the best possible audience.
Next, Betty's yellow page story is very accurate. Marketing is very different than advertising. Marketing first requires figuring out exactely who you want to advertise to. Effective marketing requires consistently staying in front of the consumer, getting into their brains prior to their actual need of your services.
Finally, FramerSelect is constantly evolving. We continue to develop new programs for our members, many based upon requests from our membership base. The roots of FramerSelect are in the exact same principles and strategies that Jay Goltz has developed over the past 24 years to build his "independently owned, custom framing business" to the largest in the country today.
With that said, once again I thank you for your question, and here is the information you requested.
Jeff Grabowski
FramerSelect
FramerSelect is a national affiliation of independent frame shops whose mission is to raise the level of professionalism in the industry through consumer education, cohesive marketing and shared business expertise.
In an industry where there is no accredited education or trade licenses required, FramerSelect differentiates better frame shops and helps grow their business.
Each independent frame shop must first meet the following criteria to be recognized as one of “The best frame shops in America.”
1. FramerSelect requires the following of each member:
q Framing Focus (50%+ of their revenue is generated from custom picture framing)
q Offers all aspects of Preservation Quality framing
q Current design styles, techniques, and products
q Extensive selection of moulding and mat board samples
q Participates in ongoing trade education
q Dedicated to complete customer satisfaction
2. FramerSelect members must be nominated and/or approved by two or more of the following:
q Industry Field Representatives
q Leading Industry Suppliers
q Current FramerSelect Members
q FramerSelect Membership Committee
q Framing Customers
3. FramerSelect members must adhere to the following professional business practices:
q Have all applicable business licenses
q Located in a business district
q Open traditional business hours
q Fully insured
q Guarantee all work
q Maintain pricing integrity
q Provide timely turnaround on framing orders
FramerSelect members are identified by their high standards and dedication to provide exceptional framing and superior service.
FramerSelect believes that consumer education is the key element in the advancement of the custom framing profession and that the independent framer’s knowledge and experience plays
a critical role in this mission.
▪▪▪
___FramerSelect™ Membership Benefits___
Effective Branding
In-Store Identification
Window signage and countertop items distinguish you from your competitors by identifying your frame shop as one of the best in America.
q Front door and window decals
q Certificate of Recognition identifying your frame shop as one of the best in America
q “10 things to know before framing your picture – Your guide to custom framing” educational/promotional brochures
q FramerSelect framer’s apron, calculator, ruler, pens, etc.
Promotional Materials
Advertisements, brochures and mailers attract customers by sending a consistent message of professionalism.
q Counter top brochures
q Oversized direct mail postcards
q Digital Ad templates to use in your local advertising
q Custom frame design booklet
Market Positioning
Your frame shop gains prominence by association with the most recognized lifestyle magazines and recommendations from a variety of well-respected art sources.
q FramerSelect© places advertisements into an average of five of the following publications monthly; Better Homes & Gardens, Country Living, Country Living Gardener, Elle Décor, House & Garden, House Beautiful, Martha Stewart Living, Metropolitan Home, Traditional Home, and Victoria.
q FramerSelect’s art partners continue to grow and include the following; Artland, Artsmile, Bentley Publishing Group and The Ross Poster Group.
Strategic Marketing
Targeted Advertising
Advertisements placed in home décor publications attract better customers interested in interior design, art and framing.
q FramerSelect produces over 45 million ad impressions annually.
q The audience demographics are primarily female, with an average age of 44 and whose median household income is over $61,623.00.
Internet Presence
The FramerSelect website connects your store with upscale customers searching for a quality framer and provides details about your shop. Also, if you have your own website, FramerSelect offers direct links.
q Your frame shop receives it’s own web page on
www.framerselect.com.
q Name, address, contact numbers, directions, photographs and shop specialties can be listed.
q Your personal website is hyperlinked through your shops web page and under the FramerSelect Art Link section.
Promotional Alliances
Art partners promote FramerSelect through website links and point-of-sale recommendations.
Proven Business Expertise
Business Package
Sound strategies and advice from industry authority Jay Goltz and other business experts help you grow your business and increase profitability.
q Six issues of FrameHead™ per year - a newsletter with business insight and applicable framing industry information.
q FrameHead - where framers go to talk shop. A member exclusive online exchange.
q FramerSelect Partners Program – Members team up to benefit from each other’s knowledge and experience.
On-Line Exchange
FrameHead -- A network of the most successful framers asking questions and comparing notes to improve everyday business.
q Shop Talk – A forum to discuss materials, techniques, design and equipment
q Business Talk – A serious forum for comparing notes on how to effectively manage your business
q Water Cooler – A casual forum for comments and conversation
q Classifieds – A forum to locate or sell artwork and equipment
Vendor Programs
FramerSelect connects you with the industry’s leading vendors who provide special offers and detailed product information for our members.
q Vendor profiles include; company history, product descriptions and contact information.
q Vendor incentives include; discounted prices, rebates, exclusive product, free product and new product introductions.
Extensive Referral Network
Advertising Program
Millions of impressions result in thousands of customers looking for referrals to the best framer in their areas.
q Magazine advertisements generate an average 3000+ referrals per month.
q The FramerSelect website receives an average 3300+ page views per month.
q Each member receives a monthly summary of all sales leads and referrals to their store. These names and addresses may be added to your database/mailing list for you to follow up on as you wish.
q You have the option to receive the sales leads/referrals via hard copy, email or on diskette.
Promotional Partners
Our art partners distribute thousands of FramerSelect brochures through galleries and with shipments of unframed artwork. Website links provide even greater exposure to a highly qualified audience that purchases art.
Framer to Framer
FramerSelect’s membership network extends your reach across the country. Whether it’s shipped artwork that requires repair or a customer who relocates or opens a new office in another city – you gain new customers and can better serve existing ones.
FramerSelect™ Marketing Tools
FramerSelect provides tools that assist frame shops with their local marketing program. These help differentiate members from their competitors and aid in attracting new customers while retaining the existing ones. Many are provided free of charge and others are available at substantially reduced prices.
q Press releases
q Ad slicks
q Logo usage
q Direct mail postcards
q Brochures
q Frame design book
Corporate Office Support
The corporate offices are open Monday through Friday, 8:30am – 6:30pm, Central Standard Time.
The FramerSelect staff is available to assist members with all aspects of our program including but not limited to;
q Business/marketing advice
q FramerSelect materials purchasing and replenishment
q Sales leads retrieval
q Website development and updates
q Technical support
q Marketing tools and logo usage
q Press releases
Membership Dues
Membership dues are billed on the first of the month. Our preferred form of payment is by credit card. We accept American Express, Visa, MasterCard and Discover. We also accept checks.
The cost of the program is as follows:
1 Store = $120.00 per month ($120.00 per store)
2 Stores = $160.00 per month ($80.00 per store)
3 Stores = $200.00 per month ($66.67 per store)
4 Stores = $240.00 per month ($60.00 per store)
5 Stores = $280.00 per month ($56.00 per store)
12 months for the price of 11
When you pay for a year’s dues in advance you receive one month FREE.
FramerSelect™
1871 N. Clybourn Avenue
Chicago, IL 60614
(773) 248-6060
(800) 444-8387
info@framerselect.com
www.framerselect.com