PMA February 2010 : Page 21

PMA 2010 “Killer keys” to success By Sheila Pursglove PPFA 2010 offers a line-up of marketing moxie for framers and other imaging retailers Scott LaFontsee, LaFontsee Galleries, Grand Rapids, Mich., a new and very popu- lar speaker at PPFA 2009, returns with two “Let’s Talk” interactive group discussions. The sessions were developed to share concepts applicable in all businesses from a photographer, lab, specialty retailer, gal- lery, or frame shop. “My goal is to explore, share, and teach ways to use these ideas in your business,” he says. In “Let’s Talk Momentum! Do Your Scott LaFontsee from suppliers and artists, generating press and advertising, and using photos and testi- monials to gain additional work. “Let’s Talk” is an interactive workshop where participants investigate real issues and learn how to incorporate momentum into their business endeavors on an everyday basis. In “Artist-Gallery Relationship – Working Efforts Reach Full Potential?” LaFontsee will share one of his killer keys to success. Taking full advantage of each project can transform a business from just getting by to excelling, he says. “Ever try to push a car from a complete stop? It takes a lot less energy to keep it going than to get it started,” he says. “As a small business, it’s critical to maximize efforts to quadruple results. Momentum is a mindset that can transform a business by helping you gain the most from your work.” For example, preparing a bid for a poten- tial project may seem like a single-purpose task; but by using this particular approach, directing efforts in what initially appears to be one direction can reap numerous benefits, including developing images and testimonials for future use; and reusing the newly drafted material for website, email, and newsletter promotions. Keep momen- tum going by securing long-term pricing with the Creative Mind,” LaFontsee, who holds a consignment inventory worth more than $1 million, will share his solid understanding of what it takes to succeed in representing, exhibiting, and selling artists’ work. Learn how to find and choose artists, set up agreements with artists, and deal with conflicts artists and businesses may face – commission rates, inventory management, marketing issues, damaged art, and even egos. Participants will interact to discuss, explore, and investigate interests. Word of mouth Word of mouth is the best, most inexpensive way for any retailer to bring in new customers, says Cliff Wilson, Framed In Tatnuck, Worcester, Mass. “You can grow a business by becoming a local expert and speaking to local groups, such as art societies, historical societies, and garden clubs,” he says. “This is the kind of marketing everyone can afford to do.” When Wilson spoke to the Barre Historical Society in Barre, Vt., one Cliff Wilson, CPF member of the audience told him, “Wow! I never realized there was so much to consider when framing!” Some who heard Wilson speak at the Princeton Art Society in Princeton, Mass., told him they expected to sell a lot more art with what they learned from his talk. “In both cases, the talks were given tens of miles from my shop, and the people in the room now travel to my store. Every talk I’ve given has resulted in referral busi- ness,” Wilson says. “I usually just ask for gas money. So far, I’ve received checks for $50 to $200 – then, I still get the referrals. They pay me to advertise my business!” Wilson will show PPFA and PMA retailers how to be comfortable talking to a group, how to gear topics to the group, and how and where to acquire props and displays. Survival strategies All framing businesses have to deal with a rapidly evolving industry, changing consumer spending patterns, new competition, and economic challenges. As the owner of a successful small, independent frame shop for 20 years, Jim Miller, Artframe Inc., Pickerington, Ohio, is uniquely qualified to share his checklist of survival strategies. Miller will review the evolution of the market, marketing and operational strategies, and practical suggestions to improve profitability, even in unfavorable market conditions. Continued on page 22 PMA — February 2010 — www.pmai.org 21

Ppfa 2010

Sheila Pursglove

“Killer keys” to success

Scott LaFontsee, LaFontsee Galleries, Grand Rapids, Mich., a new and very popular speaker at PPFA 2009, returns with two “Let’s Talk” interactive group discussions.

The sessions were developed to share concepts applicable in all businesses from a photographer, lab, specialty retailer, gallery, or frame shop.

“My goal is to explore, share, and teach ways to use these ideas in your business,” he says.

In “Let’s Talk Momentum! Do Your Efforts Reach Full Potential?” LaFontsee will share one of his killer keys to success. Taking full advantage of each project can transform a business from just getting by to excelling, he says.

“Ever try to push a car from a complete stop? It takes a lot less energy to keep it going than to get it started,” he says. “As a small business, it’s critical to maximize efforts to quadruple results. Momentum is a mindset that can transform a business by helping you gain the most from your work.” For example, preparing a bid for a potential project may seem like a single-purpose task; but by using this particular approach, directing efforts in what initially appears to be one direction can reap numerous benefits, including developing images and testimonials for future use; and reusing the newly drafted material for website, email, and newsletter promotions. Keep momentum going by securing long-term pricing from suppliers and artists, generating press and advertising, and using photos and testimonials to gain additional work.

“Let’s Talk” is an interactive workshop where participants investigate real issues and learn how to incorporate momentum into their business endeavors on an everyday basis.

In “Artist-Gallery Relationship – Working with the Creative Mind,” LaFontsee, who holds a consignment inventory worth more than $1 million, will share his solid understanding of what it takes to succeed in representing, exhibiting, and selling artists’ work. Learn how to find and choose artists, set up agreements with artists, and deal with conflicts artists and businesses may face – commission rates, inventory management, marketing issues, damaged art, and even egos. Participants will interact to discuss, explore, and investigate interests.

Word of mouth Word of mouth is the best, most inexpensive way for any retailer to bring in new customers, says Cliff Wilson, Framed In Tatnuck, Worcester, Mass.

“You can grow a business by becoming a local expert and speaking to local groups, such as art societies, historical societies, and garden clubs,” he says. “This is the kind of marketing everyone can afford to do.” When Wilson spoke to the Barre Historical Society in Barre, Vt., one Member of the audience told him, “Wow!

I never realized there was so much to consider when framing!” Some who heard Wilson speak at the Princeton Art Society in Princeton, Mass., told him they expected to sell a lot more art with what they learned from his talk.

“In both cases, the talks were given tens of miles from my shop, and the people in the room now travel to my store. Every talk I’ve given has resulted in referral business,” Wilson says. “I usually just ask for gas money. So far, I’ve received checks for $50 to $200 – then, I still get the referrals.

They pay me to advertise my business!” Wilson will show PPFA and PMA retailers how to be comfortable talking to a group, how to gear topics to the group, and how and where to acquire props and displays.

Survival strategies All framing businesses have to deal with a rapidly evolving industry, changing consumer spending patterns, new competition, and economic challenges.

As the owner of a successful small, independent frame shop for 20 years, Jim Miller, Artframe Inc., Pickerington, Ohio, is uniquely qualified to share his checklist of survival strategies.

Miller will review the evolution of the market, marketing and operational strategies, and practical suggestions to improve profitability, even in unfavorable market conditions. “Whether a business is well established or new, this lecture will point retailers in the right direction toward prosperity,” he says. “My session is about how businesses can adapt to a declining market. Imaging or photographic entrepreneurs who want to take up framing, or who have started framing and found profitability lacking, also might be interested.” Face mounting paper As might be expected, PPFA 2010 balances marketing and business sessions with technical seminars, such as this one by Chris Paschke, Designs Ink, Tehachapi, Calif.

Permanent mounting of the face of a print, photo, or translucent film to the back of a piece of acrylic for display has been done for more than 40 years, Paschke says.

“It was considered a sign and reprographics method, used predominantly for advertising in malls and light boxes at theatres, and was considered a process for short-term display and disposable ads.” Today, artists and photographers embrace this method of permanent mounting as a way to showcase surface-sensitive digital prints and photos, she says. Her lecture will discuss the basics of face mounting, as well as the pros and cons. “Face mounting is not for the faint of heart and takes more than just a roller laminator,” she says. “You must understand the process – even if you don’t offer it – so you’re able to talk with customers.” Meet Mickey’s Doctor With PMA 2010 so close to Disneyland, what could be more appropriate than a session by “Mickey’s Doctor,” Ron Stark, director of Westlake Village, Calif.- based S/R Laboratories Animation Art Conservation Center.

Stark, a foremost expert in the industry and creator of animation art conservation as a practice, will share tips and techniques On conserving and framing animation cels.

S/R Labs is renowned for treatments and procedures developed to meet the exacting and particular needs of animation cels, drawings, backgrounds, and other forms of pre- and post-production art. Using the newest technologies, the team has reconstructed methods used in the creation of animated . Lms from all periods, and applies them in the traditional manner to preserve the integrity and longevity of the art.

Stark also is director of Courvoisier Galleries of San Francisco, Calif., which recently introduced Courvoisier Miniatures. “You’re in for a treat, as I’ll have samples of this new and exciting line of artwork,” he says.

Stretching canvas What do you do with a canvas that has no selvage, or a painting that has been cut o the original stretcher bars? How do you select and use stretcher bars, and properly stretch canvas and giclées printed on canvas?

Rob Marko , owner of Artrageous! In San Diego, Calif., says he cringes when he reads bulletin boards with “home remedies” that are completely incorrect for strip lining canvas.

“I also read about framers making nonadjustable stretchers or choosing the incorrect stretcher bar stock because they don’t know better or don’t have the resources for custom fractional inch stretchers,” he says.

Marko will demonstrate the technique of strip lining canvas, and will show the proper use of 8XX polyester fabric and BEVA to add stretching selvage to canvas edges. Attendees will learn about stretching supports, selecting the proper support, And a technique that will make stretching canvases – especially giclées – much easier.

Marko also will teach “Installing on Di cult Surfaces,” a reversible technique for installing art on glass, mirrors, smooth stone surfaces, marble, concrete or lathe, and plaster.

PPFA 2010 also includes fabric wrapping sessions with Baer Charlton, CPF, Charlton Productions, Portland, Ore.; four advanced sessions on preservation framing with Hugh Phibbs, National Gallery of Art; roundtable discussions; and much more. . E conference also includes certi. Cation courses and exams; the PPFA Chapter Leaders Conference; and the International Framing Competition in Hall C of the Anaheim Convention Center.

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