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Placemat ads

Bob Carter

SPFG, Supreme Picture Framing God
Jay-I do have data, although not empirical

As you know, we have been in the malls for a long time. As such, we have developed a pretty good relationship with those people responsible for Marketing

4 times a year, the malls run "coupon" booklets. The minimum allowable reduction is "20%" off with many much higher. Results are tracked

Trust me when I say that this program would not repeat if not effective. And, it is voluntary

Michael's would not run their campaign if not effective

Bottom line:Cliff may wish to run a test campaign with a "50% off" on half the placemats and "Fine Framing" on the other half.

Remember that we ought to be discussing effectiveness of venue, not the philosophy of advertising.

I do agree heartedly with my friend, Cliff, when he touts the effectiveness of a "CCM"

Dollar for dollar, it is the biggest bang for the buck
 

Cliff Wilson

SGF, Supreme Grumble Framer
I agree completely that a "CCM" is the best bang for the buck! But, there are times and places where it is just not available at any cost. (Well, I suppose I could move but that would cost me my wife, so, I guess it's any reasonable cost ;) )

And, there is no question the 50% off line brings 'em in. Why else would the local Michael's be over 4 times my revenue!

The trick I am working on is getting to a volume where I can maintain the profit I need at the discount without "freezing" my "regular" customers.

One of the consequences of offering a % off is that many customers will wait for that next % off.

I know a framer north of here that ran a coupon about 10 years ago. Hasn't run one since. He still has people coming in to ask him when he will run another one because they're waiting.

I know Bob, the key is to offer the discount on select promotional items. But, even that can get have tricky perception consequences.
 

stud d

SGF, Supreme Grumble Framer
I know a person that does 50% off once a year. They plan for months on this sale. Now they are not a large shop by any means, but they doo good business when this sale goes on. They will have customers call a couple weeks ahead to find out when exactly it is, what is the best time to come in, if they can make an appointment, all sorts of stuff.

I am a framer, do you think my stuff is framed? If I was able to do 50% less of the work do you think I would do it? I think I would.

Cliff is right, to do a selected number of items. This helps you get a better buying advantage. Group items so you can maximize your dollar and theirs. Sales only work if you are smart about it. They can make you loose your shirt if done wrong. Sales can make you more money and you can still make the same profit, sometimes better if you work with reps.


Pl
 

Whynot

SGF, Supreme Grumble Framer
Petit topics, like placemat ads for instance, always surprised me for how popular and longevous they happened to be. Just like in real life, the oldest man on earth always lives in some remote area, is dirt poor and still working.
Don't want to be confrontational, though I may sound like it, but how come that so much energy is spent in forms of ads that are the least likely to turn the world around and speak highly of your business? There are places where a framing business ads would be seen as having landed by mistake such as dumpsters, grocery plastic bags, hotdog wrapping sheet, pet food boxes, fishing bite cans, toilette room doors are etc., you got the idea.
 

The King

SPFG, Supreme Picture Framing God
Placemats, like cereal boxes, have captive audiences.

What else are you going to do while you wait for your deep-fried perch to arrive? Talk to your dinner companion?

****! 'Longevous' IS a word.
 

Steph

SGF, Supreme Grumble Framer
wow ...this is still going on? I'm much too tired to actually read it all.

But once I read a chinese resturant placemat. I found out according to their horoscope, that my ex and I were incapatible. Huh..too bad I hadn't gone out for Chinese back in 1989!!
 

Cliff Wilson

SGF, Supreme Grumble Framer
Cornel,

If you read the whole thread, you'd see that the "placemat" question was just a kick-off for a general discussion of advertising which is always a hot topic and one worthy of our consideration.

As I said earlier, the notion that ANY venue is always good or always bad is myopic at best.
 

kevaura

CGF, Certified Grumble Framer
Ah,to actually have the money to advertise on a placemat.wow. My frameshop is still new,and I'm still pricing equipment. But I did buy my first sign today. yahoo! Kevaura
 

Mike LeCompte CPF

MGF, Master Grumble Framer
Agree with Steph: this thing has thre pages????

And I LOVE the idea of being on a toilet door. Yeah, right
 

Whynot

SGF, Supreme Grumble Framer
Cliff,

Just like Steph and perhaps many others, I gave up on following this long thread, which means that whatever gems have been lately dug out they have passed by unnoticed. And that's too bad.
Even for archive and future searchers sake, it would be better to keep the treads focused on the initial topic and let interesting divagations live their on lives as distinct threads. Don't you agree with me?
 

The King

SPFG, Supreme Picture Framing God
Don't you agree with me?
Look out! It's a trick question.

If you respond, it'll just add to the length of the thread and take us even further from the topic at hand.
 

Whynot

SGF, Supreme Grumble Framer
Ron,

That was a rhetorical question. One that you ask in order to avoid be sounding like an AH, that is 101% sure of what you've just said.
Could this become a new topic or we better leave it in here as a premium for future generations of grumblers tempted to ...place their adds under a plate or a slice of bread?
 

Dancinbaer

SGF, Supreme Grumble Framer
Ron,
Would this classify as a "Frankenthread"?

Four years as a member of the Grumble. I make a comment occasionally even ask a basic question every once in a great while, maybe, just maybe get a few responses. I open my own shop on a part-time basis, ask two business related questions and POW! The threads get off on tangents and three pages in length. I don't know what to make of it. I certainly hope those "lurkers" learn something from all this.
 

Val

PFG, Picture Framing God
Originally posted by Dancinbaer:

...I don't know what to make of it.
Maybe that you're asking the right questions? Inquiring minds, and all that...

(Can you frankenthread your own thread??)
 

Dancinbaer

SGF, Supreme Grumble Framer
Hey!
I just noticed I hit 500 posts and have made "Master Grumbler" status.

"The future's so bright, gotta wear shades"
 

BrianInOmaha

Grumbler
Bob,

You can skip over this post..........some comments made on this subject solidify my belief of our industry:

There are framers and then there are framers that are business men/women.

Denny,

Give it a try! My suggestion would be to have a "bring this in" or "mention this ad" with your ad. You will need to validate your results for the future. Please keep in mind, we all are in different areas with different customers. When you try to target a certain customer, you are leaving a very different customer left behind. Try to diversify and approach advertising to target a wide variety of customers. If we all went after "rich and wealthy" people like some would suggest, I guess we would all own "top of the line" galleries and frame shops in the swankiest of areas........I don't think that is the case.
 

Mike LeCompte CPF

MGF, Master Grumble Framer
Brian: yet targeting the "rich and wealthy"--and I think maybe they're one in the same--and striving to be a "top of the line gallery" I think is a wonderful goal.

Certainly separates you from big boxes and most of your competition who lack the will/drive/ambition/guts/whatever to pursue this course for their business .

And while it may NOT be the case for some, I feel this pursuit is at least worth the attempt.
 

Cliff Wilson

SGF, Supreme Grumble Framer
Originally posted by Mike LeCompte CPF:
... targeting the "rich and wealthy"--and I think maybe they're one in the same--and striving to be a "top of the line gallery" ... while it may NOT be the case for some, I feel this pursuit is at least worth the attempt.
I wish I could see a chart that had Revenue on one axis and # of shops on the other with two lines; one line representing shops that pursue "top of the line" impressions and one line representing shops that use discounting and couponing heavily.

I'll bet they're not bell curves, and I'll bet the lines are sloped VERY differently!

Don't misunderstand me, you can make money either way, but there's areason the BBs gross more than 4 times what I do.
 
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