2010 11th Educational Seminar a huge success!

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CHOP TALK-JULY 2010
2010 11th Educational Seminar a huge success!
The 11th Educational Seminar was very
successful. Many framers walked away
with valuable information that will be
utilized in their shops. The Educational
Seminar is a weekend full of knowledge,
networking, and a boost of positive
energy fueled by new and innovative
ideas.
Nelson’s was proud to welcome five
outstanding guest speakers. These five
local framers willingly shared their expertise and personal experiences to benefit others in the framing industry.
Scott LaFontsee, Underground Studio,
presented a spectacular seminar on Marketing Momentum. He stated that it is
essential to take one piece of an advertising effort and broadcast it into at least
three different medias. Scott and his
staff take every opportunity to expand on
and project forward all of their hard work
into a burst of advertising. Whether displaying an awesome shadowbox, hanging a
piece in someone’s home, community
presentations or attending a local board
meeting; each opportunity can be photographed and made into a postcard, flyer,
article and so on. Scott stresses the importance of being community centered. Get
on the board to your local museum, be
involved in your downtown associations,
donate or speak at your local schools, be a
part of artist organizations, get involved
with interior designers, display your customers pieces. Share who you are with
each person you touch. Personal relationships are essential. Show the world that
you are visual. Use colored business cards,
create vibrant postcards, flyers, and bulletins. Scott even works with his bank. He
invites the bank to bring their clients to his
gallery yearly for a wine and cheese
party. He also requires them to do a
yearly mailer in with their statements,
and requests no checking or loan fees
for his business.
Each piece of your frame shop can be
used to promote yourself. Open up
your creativity and toss around some
ideas. Even bad ideas can generate the
best idea.
Tim Sykora, Marshall Framing, demonstrated a workshop on manipulating
finishes. Basically, don’t be afraid to
play with the moulding. Each piece of
moulding can be changed to create a
whole new look and feel. Use different
stains, waxes, paints and varnishes on a
raw piece of wood to create a unique
design all of your own. Take an
The seminar came to an end and all traveled to Nelson’s Juke Joint for a fabulous BBQ grilled up by Frank from Karlin. Overlooking Traverse West Bay’s breathtaking view, the room filled with a positive energy as friends reconnected, networked and
relaxed.
Sunday began with a stunning view from the Top of the Park as the fog wafted gently across the bay. Intense Round Table discussion began covering everything from Z-gel to where to find flag cases. Gregg Carner and Andy Thomas were the brave mediators. A hot breakfast and pots of coffee were enjoyed by all.
Seminar cont’...
existing moulding and add a wash, or
paint over it, then rub some of the paint
off with turpentine for a different look.
Tim manipulated his frames on his shadowbox for the Print Frame Competition.
One of the mouldings was chained to the
back of his truck and dragged down the
street to create a distressed look. A great
way to jazz up old moulding that you
have stored around your frame shop is to
give it a facelift and create your own
work of art. Relax, play and have fun.
Andy Thomas, Artists Market, showed a
power point presentation on Facebook.
Over 300 million people are on Facebook, creating an unbelievable free resource to advertise your frame shop.
Know what you are doing before you set
up your facebook page. Keep your personal facebook separate from your business facebook. Andy suggested setting
up a time each day to manage your facebook account, this may require time in
the morning and at the end of the day.
Your customers will post messages and
opinions on your wall, it’s important to
respond to each one. Keep it professional! Personal information regarding
your life and daily routines should stay
on your private facebook. If you receive
a negative post. Respond to it. Work it
out online to show other customers how
you resolve concerns or problems. Make
it yours, personalize it, interact with your
customers, post pictures of their framed
pieces of art, have weekly specials for
your facebook fans only. This is a great
opportunity to release upcoming events
or happenings at your frame shop. Andy
had a contest on facebook where all of
his fans had to vote on the best piece of
framed art. He had posted pictures of his
framing jobs from his customers and
they all voted on which they liked best.
It is a very interactive way to keep your
customers connected to you as their favorite frame shop.
Patrice Marquardt, Marshall Framing;
Rob Gulf, Knollwood, and Andy Thomas, Artists Market were our energetic
leaders on a workshop entitled,
“Objections at the Counter”. This was
an interactive workshop in which resolutions to objections were brainstormed
and discussed.
There were four parts to this workshop;
Identity, Details, Education, and Attitude (IDEA).
Identity: Every frame shop has a certain
“feel” to it. You, the framer, creates that
“feel”. Make your shop represent your
personality and special talents. Fill your
walls with examples of your work, your
awards, your local artists and photographers. Show off your education and
experience.
Details: As far as details, add your own
special touch to each piece, make it
unique to your specialized talents. Be
professional, wear white gloves when
handling their artwork, make sure your
work counter is clean and free of clutter,
introduce your employees, always greet
the customer warmly the minute they
walk into your shop. Have a toy box to
engage young children in right away so
the parents can relax and focus on framing their piece.
Education: Post your CPF, certificates
of completion, awards, articles on your
shop, brag about the knowledge and
continued education you have acquired.
Attitude: Have a confident attitude.
Trust in yourself and your abilities as a
framer. Do not apologize for your pricing, you are a “custom” picture framer.
Be excited over the piece they have
brought in to frame, show them several
different lay outs, point to examples on
your wall or your portfolio. Make your
customer feel comfortable and important.
Objections: The number one objection
that surfaced during this workshop was
the cost of the frame job. Simplify
your sales by having a simple price
break down on your frame samples,
categorized them by $10, $12, $14, and
so on per foot by using a colored tag.
That way you can always be informing
your customer as to what price range
they are getting in to. Start with the
most expensive and elaborate lay out so
that you can gradually decrease the
price which makes the customer feel
like they are getting a deal.
Increase your profits by upselling. Use
props on your counter, for example, a
good museum glass display; show examples of faded mats to upgrade the
customer to museum glass to protect
their art. Bring on beautiful suedes,
linens and rags to really “pop” the print.
Any frame shop can take a poster from
a basic metal frame and upsell the customer to a beautiful wood frame with
double mats and even throw in a fillet.
It’s all about selling yourself with confidence. People will pay more for
something they really want, show them
the best and you will increase your
profits naturally.
PRINT FRAME COMPETITION WINNERS
EXPERT LEVEL
Expert Honorable Mention
NOVICE LEVEL
John Barlowe,
Frame Shop Art Gallery &
Gifts
Gregg Carner, 1st Place
Brink’s Custom Framing
Patrice Marquardt, 2nd Place
Marshall Framing
Diane Iglesias,
Artistic Framing
Novice Honorable Mention
Louise Barlowe,
Frame Shop Art Gallery &
Gifts
Sue Welty, 1st Place
Art & Decor
Garth Frounfelker,
China Township
Lisa Mandeville,
O’Connor’s
Cindy Schwedler,
Shoreline Custom Framing
Georganna Monk,
Friar Tuck’s Gallery & Frame
Jenette Weaver,
Art & Decor
Frank (Larry) Pettinga,
The Framery & Gallery
Linda Wells,
Bird’s Custom Framing
Andy Thomas,
Artists Market
Charles Robinson, 3rd Place
Bird’s Custom Framing
Tim Sykora, 2nd Place
Marshall Framing
Debra Hunt & Kurt Millbaugh
3rd Place
Reneaud and Co.
Print Frame Competition
on the DNR Endangered Species print,
chosen as the Michigan Duck Stamp winNelson’s Print Frame Competition was
outstanding, with 17 entry’s this year; our ner, the Ducks Unlimited Stamp & Print
winner and received numerous Best of
highest ever. There were two levels of
Show awards. Michael’s paintings have
competition, Expert and Novice. Each
piece was judged based on the following also graced the covers of over 200 magazines and been featured on dozens of telecriteria: First Impression, Technical
vision programs.
Evaluation and Design and Creativity.
The competition is a great way to “get
His illustrations have filled
your feet wet” and prepare for the larger
the pages of over 15 chilPPFA Competition that takes place
dren’s books. He and his
around October. Nelson’s provided the
wife Colleen, wrote and ilprint and one free wood chop for each
lustrated the book, “A Wish
entry.
to be a Christmas Tree”.
The print was called, “Barbed Wire
Blues” and was donated by Michael
Monroe who is a self-taught wildlife artist. Michael has received numerous honors including Michigan Wildlife Artist of
the Year, Michigan Habitat Featured Artist and Minnesota Whitetail Association
Artist of the Year. His work was featured
Michael has been called on by the White
House for several projects. In 2002 he
was asked to create an Easter egg to represent Michigan. In 2007, Michael was
personally chosen by the President and
Mrs. Bush to create a series of fifteen
paintings to be featured in the White
House Holiday Program. The original
paintings were hung in the White House
for the Christmas Celebration, and are now
part of the permanent White House gallery. Michael was called upon a third time
by the White House to hand-paint 1,000
Christmas ornaments for the President and
Mrs. Bush to be used as personal gifts to
friends and dignitaries.
A special thanks to Rob Gulf and Ruth
Yheulon, our PPFA judges for the PFC.
They had quite the undertaking as each
piece was stunning.
A Press Release was done for each Print
Frame Competitor. The responses have
been great! Framer’s were recognized in
their local communities and many obtained frame jobs as a result.
If your local paper did not publish your
Press Release, please let Yvonne know.
Equipment for Sale! Equipment Needed!
Morso Chopper DK8900 w/right arm extender, $600. Call Gary or Kathy @ 517-456-8640 or 1-800-980-8640.
Corona SM series 4262 Sight Mount Heat & Cold Vacuum Press 46”x66”x7’, $1,500. C&H Oval Master 789A Matcutter + extras,
$200. Mini Mitre hand operator Fillet Cutter Chopper #4693, 40” measuring arm, $200. Misc items. Call Gary @ 231-334-3476
or email garymacaddino@yahoo.com.
Fabulous Frame Shop for sale, $199,000 or rent @ $1,700 a month all inclusive + taxes. Or rent to own. 815 sq. foot with 100’ of
wall space. Set up and ready to go. Call Kellison @ 231-526-1122 or email kellison_@mac.com. Website to see building is grahamre.com look for 118 E. Main St. Harbor Springs under commercial property.
DeWalt Model DW703 compound mitre saw w/10” metal cutting blade, used 2 hrs. $200. Call Don @ 269-428-5030.
NEEDED: Tower corner sample display racks. Call Marsha @ 1-906-863-4000.