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Enter the "We Need an Identity" Contest

Discussion in 'The Grumble' started by Paul Cascio, Apr 7, 2007.

  1. Paul Cascio

    Paul Cascio SGF, Supreme Grumble Framer

    The winner will have two prize options:

    A) An 8x10 glossy of me (Suitable for framing of course. Limited Edition Giclee available for a slight upcharge.)

    B) Nothing.

    I have no doubt which one will be chosen. I'd make the same choice.

    I'd like to hear your ideas, unless you will accuse me of stealing them to write a book or sell used cars, or the like.

    I think most of us would agree that one of the things that plagues small box framers is that our collective public image has been created as much by the chain store advertising as by anything we have done, or not done.

    I think the public sees the Always-On-Sale Framers as offering "Value Framing" and us as offering "Expensive Framing."

    In fact, when our competitors advertise 50%-off and fail to explain, "Off of What," the "What" is easy to interpret as 50%-off of our prices.

    Perhaps more than anything else, we need a collective identity for our industry. It needs to be one that conveys a positive image, while also differentiating us from the AOS Framers. Hence this contest.

    It's important that all entries meet the following criteria:

    1. Brevity - a winning entry can be no more than a few words long. Think of successful catch phrases such as, "Pork, the Other White Meat," and the mooother of all cooperative marketing catch phrases, "got milk?"

    2. Must have extensibility. We must be able to build a marketing campaign around it. Again, think of those mentioned above.

    3. And it can't be "got frames." That sucks.

    FYI, I have one that I'll be introducing very soon now and every indie framer will have an opportunity use it for free. However, as a matter of dilgence, if another idea comes up that is better, meets the criteria set forth above, and is embraced by HH-ers, the Grumbling masses, and others in the industry, I would scrap my idea and help create a different one.

    So, let's get to work.

    Thanks and good luck.
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  2. apetty

    apetty CGF, Certified Grumble Framer

    Awww, come on Paul....change that first prize to a 16 x 20 gallery...err...float frame wrap or I ain't playin'.
  3. Jerry Ervin

    Jerry Ervin PFG, Picture Framing God

    If only this could be 1/10th as successful as the FTD florist thing...

    How about

    Frame Your Life
  4. Dave

    Dave SPFG, Supreme Picture Framing God

    How about ...

    "When you take it to a Professional Framer
    you'll leave with a Lasting Impression."

    ...or if you don't like that one...

    "Custom Framers Need to Eat Too!"


    Dave Makielski

  5. wpfay

    wpfay Angry Badger

    can you say:


    The infrastructure was there, the best minds in the business were involved, and they still couldn't get enough people to sign up to make it work...even at a lousy $120.00/year. And the sad part is that it was beginning to work when it was abandoned for lack of "critical mass".
  6. Paul Cascio

    Paul Cascio SGF, Supreme Grumble Framer

    Yes, I can and hopefully we have all learned from that.

    I have great respect for Mr. Goltz and applaud his gallant effort. However, having the benefit of hindsight, it's now easy to see that it was a flawed campaign that was doomed to fail.

    I certainly mean no disrespect to him by this, and I think he would probably agree with my assessment.
  7. Bogframe

    Bogframe SGF, Supreme Grumble Framer

    Nice Frame...Well hung, too!
  8. Jerry Ervin

    Jerry Ervin PFG, Picture Framing God

    In all fairness to FramerSelect...

    I believe that when it started, successful businesses didn't need it. They already had things in play that made them successful. The struggling shops that needed it, couldn't afford it. It was like $120 a month when I first saw it. They dropped the price to $120 a year right before Jay Goltz folded it.

    I still think it was a great idea in concept and I would really like to see it happen again. It would have to be done by someone that had a ton of money to get it really rolling.
  9. Cliff Wilson

    Cliff Wilson SGF, Supreme Grumble Framer

    Ok, I'll play ...

    Get Framed!

    Framed Memories Last!

    Frame it for What It's Worth
    (I suppose this could backfire!)

    And, in MANY things, if we don't "try again in a new way" nothing would get done! Just because something failed doesn't mean a minor twist or just a new time and place can't make it work.
  10. Dave

    Dave SPFG, Supreme Picture Framing God

    To play on yours, Cliff...

    "If it's Worth Framing ...
    It's Worth Framing Well.

    Take it to a Professional
    Picture Framer."

    Dave Makielski
  11. Emibub

    Emibub PFG, Picture Framing God

    Okay, I will throw my hat into the ring...................

    Their Framing sucks and ours Doesn't!!!!!
    But, if it gets used I'll expect royalties, none of this "lets's do it for the team" carp.
  12. Dave

    Dave SPFG, Supreme Picture Framing God

    "For a Hobbly Frame, let Michael do it ...otherwise bring it to a Professional Custom Framer."

    ;) :icon21: :D

    Dave Makielski
  13. Paul Cascio

    Paul Cascio SGF, Supreme Grumble Framer

    SUCKS! Yeah, where? In the wallet?

    SUCKS! We're not going for sympathy sales. Not yet. I did used to get most of my dates that way however, so I do know that that approach works.

    C'mon Dave. I expect better from you.
  14. Paul Cascio

    Paul Cascio SGF, Supreme Grumble Framer

    With a little work, could be a good bumper sticker.:D
  15. Paul Cascio

    Paul Cascio SGF, Supreme Grumble Framer

    That's it Cliff? That's all ya' got? :D
  16. Dave

    Dave SPFG, Supreme Picture Framing God


    Dave Makielski
  17. Paul Cascio

    Paul Cascio SGF, Supreme Grumble Framer

    Don't start spending those royalty checks just yet Emibub. :) And check your email too.

    How about, "Their Framing Sucks and Our Slogan Sucks Too." :smileyshot22:
  18. Verdaccio

    Verdaccio MGF, Master Grumble Framer

    You are here...

    Because you understand that Value is a lot more than just Price.

    Because you value the Expertise, Creativity and the Meticulous Care we bring to your project

    Because we will treat you like a Customer and guarantee your Satisfaction - we stand 100% behind our work.
  19. Dave

    Dave SPFG, Supreme Picture Framing God

    I don't think you meant this, Paul.

    Dave Makielski
  20. j Paul

    j Paul PFG, Picture Framing God

    Have to let the wheels turn for awhile and see what comes out. Will get back to you!
  21. Paul Cascio

    Paul Cascio SGF, Supreme Grumble Framer

    Sure I meant it. I'm just trying to help you win the contest. You do want my picture, don't you? :D
  22. Paul Cascio

    Paul Cascio SGF, Supreme Grumble Framer

    Good try Verdaccio, but a bit weak on the brevity requirement. :)
  23. Verdaccio

    Verdaccio MGF, Master Grumble Framer

    Okay, so it's not High Concept..but I will likely put something like it up in my shop behind the counter.

    I think it is good to validate to a customer why they chose to walk through your door.
  24. wpfay

    wpfay Angry Badger

    It's your art...
    Wouldn't you really rather have it professionally framed?
  25. Paul Cascio

    Paul Cascio SGF, Supreme Grumble Framer

    Unencumbered Wally? zzzzzzzzzzzzz

    By definition, the Always-On-Sale Framers are professional too.
  26. Sierra FrameWorks

    Sierra FrameWorks True Grumbler

    How about ..

    We have on display "shopped" estimates of the same print from Michael's and Aaron Bros. at their 50% off prices and compared it with our regular price(in a printed est. form) all collaged in a nice frame. The title reads:


    It gets scrutinized by alot of people, regular customers and browzers alike.

    Just my two cents worth-may have more later(if bus. picks up!)

    Ken w/Sierra FrameWorks
  27. Doug Gemmell

    Doug Gemmell SGF, Supreme Grumble Framer


    The best VALUE in town.
    Value=quality, service, selection, and price.

    (Hold off on that picture there Paul)
  28. kra

    kra CGF II, Certified Grumble Framer Level 2

    Not original, nor short and sweet

    "The Bitterness of Poor Quality & Mediocre Service, Remains Long After the Sweetness of Low Price is Forgotten!"

  29. Jim Miller

    Jim Miller SPFG, Supreme Picture Framing God

    Framing: Buy the best and enjoy it every day.

    If cheaper is better, why aren't you driving a Yugo?

    Throw-away framing costs throw-away money.

    The best framing doesn't cost more. It saves more of what's in it.

    I'd do almost anything for a picture of Paul Cascio. Well, maybe not almost anything...maybe more like almost nothing.
  30. Harry FKA Harry

    Harry FKA Harry CGF II, Certified Grumble Framer Level 2

    Im the spirit of sharing.... here's a couple;

    (actually used yo use that one, but abandoned it for something else.)

    (Can see a lot of marketing and advertising possibilities for this one)
    1. Do you have a cherrished photograph of your Dad, GET IT FRAMED.
    2. You just earned your Master's Degree, GET IT FRAMED...... and so on.
  31. Harry FKA Harry

    Harry FKA Harry CGF II, Certified Grumble Framer Level 2

    Oh by the way, forgot to mention....

  32. Paul Cascio

    Paul Cascio SGF, Supreme Grumble Framer

    Great technique Ken. I did the same thing once. Took a poster to an AOS Framer and actually pictured both invoices in a newpaper ad with the prices in very large type.

    The headline I wanted to use sounded something like "Take a Hike Spike," but the newpaper wouldn't let me - said it was derrogatory. Imagine that. This was in 1997 when that company first appeared on the horizon in my area.
  33. Framerguy

    Framerguy PFG, Picture Framing God

    Before y'all start to change "our image" to whatever you have in mind, suppose we first drop a few catch words that have a tendency to play right into "their" hands rather than set us apart from "them"??

    Two that Mr. Cascio has used here on this forum numerous times that I feel are not of a positive nature are "small box framers" and "indie framers". Both of those convey an adolscent nature to our profession and tend to put us in a sort of playtime atmosphere rather than a professional serious nature that I assume you are striving to reach. They have a ring to them that some other derogatory nicknames of the past had and I didn't like those either.

    Phrases like "basement framers" and "garage framers" just never sat well with me. And now it shows up in somebody's "statistics" that homebased framers account for more framing than us so called "indies".

    Truthfully, I am seeing one hodge podge after another of ideas to "build us up" and get us "involved" and I am still not sure exactly what we are involving ourselves in since all of this has had such a cloak of mystery! All I have seen so far is conjecture on the framers' parts and non-response on Mr. Cascio's part to exactly what this is all about.

    For me, I will sit in the back of the room and keep my notebook handy. Maybe I will learn something.


    And I haven't a clue what an AOS framer is??? Would someone enlighten me on this term??

    OK, it isn't "Always Out of Stock", it is "Always On Sale", .......................got it.

    (Didn't know we needed and acronym for that term.)
  34. Harry FKA Harry

    Harry FKA Harry CGF II, Certified Grumble Framer Level 2

    it's a classic management strategy...... get everyone involved in an effort to get "buy-in". very effective......
  35. Paul Cascio

    Paul Cascio SGF, Supreme Grumble Framer

    Okay Harry, I'll let you down easy since you really seem emotionally attached to this one.


    Quality and Service okay, but where's the creativity?

    Now don't go geting suicidal (and especially not homicidal) on me. Try again man I'm countin' on you. :beer:
  36. Paul Cascio

    Paul Cascio SGF, Supreme Grumble Framer

    Oh thanks Harry. Now I feel bad about ripping your contest entry. Will you ever forgive me? :cry:
  37. Harry FKA Harry

    Harry FKA Harry CGF II, Certified Grumble Framer Level 2

    Well. Don't hold back, but tell me what you really think....... Suicidal? Please. Homocidal? Maybe.
  38. Richard Darling

    Richard Darling SGF, Supreme Grumble Framer

    I've used this a couple times in my own ads:

    "Better things don't come in Big Boxes"

    I thought about the positive: "Better things come in Small Boxes", but my wife didn't think that portraying ourselves as a "small box" was good.
  39. Paul Cascio

    Paul Cascio SGF, Supreme Grumble Framer

    Homicidal eh? That's what I was afraid of. I think you might have to get in line.

    Thanks Harry. Glad you have a sense of humor.

    You do have a sense of humor, right Harry? Harry?
  40. seido

    seido CGF II, Certified Grumble Framer Level 2

    How about...


    Which can be followed by... @ name of your shop

    I've used this in my advertising to let people know that there is more to framing than a plastic ready made frame for the $3 print they got at the street fair.

  41. Paul Cascio

    Paul Cascio SGF, Supreme Grumble Framer

    I agree with your wife. The slang we use amongst friends however is different than what we would put in an ad or use when talking to a customer.

    Keep those entries coming.
  42. Paul Cascio

    Paul Cascio SGF, Supreme Grumble Framer

    Not bad Joel. I like that it differentiates, which is something we really need to do to create an identity.

    You're in first place so far, but we're still in the compulsaries.
  43. Mary M

    Mary M CGF, Certified Grumble Framer

    "Art brings life to your walls. Framers bring life to your art."

    Or something like that.
    I didn't make that up-somebody else in this group did, but I can't remember who, and the search didn't bring up anything appropriate. I've been waiting for someone to remember this one...I've used it (with generic permission) and gotten some good feedback from it.
  44. Paul Cascio

    Paul Cascio SGF, Supreme Grumble Framer

    That's cute Mary, but we need somthing that will help us, without helping the other guys. Otherwise, no advantage is gained.

    Got more? Send 'em in.
  45. loganframer

    loganframer True Grumbler

    How about:
    Let a custom frame professional recreate(or create) a new look for your keepsakes.
    Visit anyone of thousands of independent frame consultants in your area for options.

    This ad brought to you by the independent custom framers of America......

    I know kinda long but in the same vain as the many home decor shows on TV. If its not trademarked of course.
  46. Rick Granick

    Rick Granick SPFG, Supreme Picture Framing God


    Professional Framing: Your Art's Best Friend

    Professional Framing:
    A Great Value , A Joy for Life

    (heart)* your Art? So do we.
    Your local Professional Framer.
    *(like the heart symbol in "I (heart) NY)

    Frame it Right, It's Yours for Life.
    Your local Professional Framer.

    :cool: Rick
    Maybe we could make Professional Framer (or something similar) a trademark or service mark, like Realtor.
  47. seido

    seido CGF II, Certified Grumble Framer Level 2


    Gee, I've never been in first place before!!!

    So here's the line I use under my company name on my site.


    Which, as a stand alone line, could be.


    ...since service is the biggest difference between us and them.

  48. Paul Cascio

    Paul Cascio SGF, Supreme Grumble Framer

    Joel, I disagree about service being an issue. Sure, most of us are better, probably because we're the owner and therefore have the greatest incentive.

    However, selling Service is not going to change our future. We've been doing this for years. It ain't workin'.

    Nor will Quality - not for most people. If the consumer can't tell the difference, or doesn't care, then it doesn't make a difference.

    In fairness, the Alway-One-Sale Framers do a good job at both quality and customer service, especially in the eyes of the only judges that count..consumers.

    Do we need to sell these advantages to the public? Yes, but it's a hard sell. It can be done, but it's not easy.

    Besides, we've already got that segment of the market. We need to get the huge part that we're losing to AOS Framer.
  49. seido

    seido CGF II, Certified Grumble Framer Level 2

    Good point...I should have quit while I was ahead!!!!!!!

  50. Harry FKA Harry

    Harry FKA Harry CGF II, Certified Grumble Framer Level 2

    Here you go Paul......


    or how about,


    oh wait, heres the winner....


    sorry getting punchy.......
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