Profile Magazine Issue 71 - Winter 2015

PROFILE ISSUE 71, WINTER 2015

ART AND FRAME 2015 EXHIBITION - SEMINARS - WORKSHOPS DISCOVER NEW APPROACHES TO DESIGN - IMPROVE YOUR SKILLS INCREASE YOUR TECHNICAL KNOWLEDGE - EXPAND YOUR CAPABILITIES RESEARCH NEW MATERIALS - ENGAGE WITH TECHNOLOGIES JOIN US IN SYDNEY AT THE ART AND FRAMING INDUSTRY TRADE FAIR

THE ART&FRAMING TRADE FAIR EXHIBITION • SEMINARS • WORKSHOPS ROYAL RANDWICK, SYDNEY, AUGUST 14-16, 2015 Central Sydney location with free onsite parking

Register online at www.theframingshow.com.au

ART & FRAME 2015 is a trade fair that will bring together the Art and Framing industry in an event encompassing education seminars, a conference program and an extensive trade exhibition.

To be located at the beautiful Royal Randwick, Sydney, from August 14-16, 2015, the trade fair will be an industry showcase attracting both local and international exhibitors, educators and visitors.

MEET the people working in your industry and share knowledge, experience and ideas.

EXPLORE the products, materials and technologies involved in the conservation, presentation, and display of art and images.

DISCOVER new approaches to design and production with a huge range of art and framing related materials and equipment on display and available to order at the event.

LEARN from industry experts, PARTICIPATE in workshops and SEE live demonstrations.

All enquiries email about@theframingshow.com.au or phone our office on 03 5975 3677 Registration is now available online at www.theframingshow.com.au Follow us for updates at facebook.com/framingshow

YOUR INDUSTRY YOUR EVENT YOUR OPPORTUNITY

COVER IMAGE: Marion Parker, “Epiphany One” – 1210mm x 600mm, Oil, mosaics, netting, paper on linen, www.marionparker.com.au

PROFILE is an independent magazine with a focus on the art and framing industry.

PROFILE is published in Australia and is available to members of the industry by subscription only.

All enquiries: PROFILE MAGAZINE PO Box 1150, Mornington Victoria 3931 Phone 03 5975 3677 Fax 03 5975 9203 editor@profilemagazine.com.au www.profilemagazine.com.au

Presenters of:

www.theframingshow.com.au

twitter.com/framingshow facebook.com/framingshow

ISSUE 71 - WINTER 2015 6 FROM THE EDITOR 8 ART AND FRAME TRADE FAIR 10 EXHIBITOR INFORMATION 16 MEET OUR PRESENTERS 18 SEMINAR PROGRAM 22 ARTIST’S PROFILE: MARION PARKER 24 A SUBTLE DIFFERENCE: BRIAN WOLF 28 BRANDING YOUR BUSINESS 30 THE GUERILLA FRAMER 32 INDUSTRY NEWS 34 FRAMING BUSINESS: POS SOFTWARE 38 INDUSTRY CLASSIFIEDS

Editor/Publisher: Frank Filippone Assistant Editor: Claire Rafferty Sub Editors: Chris Filippone Production Team: Katherine Westle, Danial Schofield, Joe Brady Nicki Delves and Richard Howell Logistics: Mick Wunderley Design: Artsource Current subscription rates: Within Australia: A$33 one year (four issues) A$60 two years (eight issues) The Rest of the World: A$50 one year (four issues) A$80 two years (eight issues)

from the editor

THE CHOICE IS YOURS At the time of going to press the world is gripped by an enthralling series of economic episodes. The situation in Greece is playing out like an actual Greek tragedy. The stock market woes in China have the rest of the world looking on with interest and more than a little apprehension.

Nearer to home we have talk of real estate bubbles and imminent market corrections. Our dollar keeps falling and many of the pundits are predicting it has not bottomed out just yet. And the only constant through all of this is that most of us tend to look at it all with only passing interest and a degree of cynicism.

There is no doubt at all that the proceedings of the wider world influence our day to day fortunes. But realistically, the colour of mount board we recommend has very little influence on the Greek economy. The decision whether to upgrade a computerised mat cutter or not will not impact on the Chinese stock market.

But the choices we make regarding the day to day running of our business and the many small decisions we make on a daily basis have a real and tangible influence on our success or failure as a business.

We do have control of the things that influence us directly. Right down to the choice of whether we bother to make a decision or not. Shall we keep things as they are, or will we make a change?

Are we happy with the selection of mount board we are offering or is it time to make a change? It might mean cutting down our selection to make things more streamlined or it might mean expanding the range to give our customers a wider selection. Perhaps best to leave things just as they. The choice is yours.

Do we look at how we have been marketing our business or do we keep plodding along the same way? If business is good, we might choose to leave things just the way they are. If business is not so good, we might decide there 6 PROFILE

is not much we can do about it anyway. The choice is yours.

What is clear is that if we are to succeed we need to make good choices. Which is why our industry events play such an important role. It is why it is important to put aside some time to reflect and talk to others and make sure you are making the right decisions.

You may not necessarily need new machinery in your shop but it is probably worthwhile to appraise what is on the market and confirm you have the right equipment.

Perhaps the technique that you learnt many years ago on the job for framing textiles is not the best way of doing things? There might be a smarter, safer, more effective and better presented way that you have never encountered?

And you may not necessarily need to change the way you sell at the front counter, but attending one of the sales focused seminars might help you know why you might want to. Or it might just give you a couple of ideas. You might even choose to do things differently.

Clearly though, we have a lot of decisions to make. And spending two or three days talking and networking with others in the industry can only help improve our chances of making the best choices.

In addition to our industry suppliers, there will be many educators and international guests at the show this year ready to share their knowledge and experience.

It has been four years since the trade show was held in Sydney and two years since members of our industry have been able to get together in large numbers and network with colleagues. And, as it will be another two years before we get a chance to attend a national trade show and conference, attending this year’s show is essential for us all.

See you in Sydney!

Frank Filippone Editor

ART AND FRAME 2015

WELCOME TO THE TRADE SHOW EDITION OF PROFILE MAGAZINE. WE ARE EXCITED TO LAUNCH THIS YEAR’S SHOW - ART AND FRAME 2015 WHICH WILL BE HELD FOR THE FIRST TIME AT ROYAL RANDWICK, SYDNEY.

A WORLD OF

POSSIBILITIES We are sure that those of you who make the journey across Australia or from overseas will enjoy your time in Sydney and embrace the opportunity to meet with colleagues and associates at this unique industry event. We also believe that those of you who are local will enjoy the chance to step out from the workplace and open yourself to the new possibilities that the exhibition and seminar program have to offer.

We hope that the show this year is also one that will encourage and inspire you. That it might re-ignite some of the enthusiasm that may have been less prominent in recent times. Many of our industry suppliers and organisations have contributed their resources and creativity to put on a show that will give our industry a much needed boost– a celebration of the achievements we have made as well as the possibilities that lie ahead.

We know you’ll be glad you made the decision to attend Art and Frame 2015.

And for those of you that can’t make it to the event in person, we hope that you will find some things in this issue that may inspire your thoughts or prompt you to act on some of the ideas you have read about. Or you might like to make contact with some of the people or organisations you have seen featured in this issue to discuss your ideas. Either way, we hope you enjoy this edition of Profile magazine and find it of value.

FIND OUT MORE www.theframingshow.com.au facebook.com/framingshow twitter.com/framingshow about@theframingshow.com.au Phone 03 5975 3677

VISITOR INFORMATION Visitors should preregister to gain entry to the show.

Registration will also be available at the show but visitors are encouraged to register online for faster entry.

Register online at www.theframingshow.com.au When you have registered you will receive a ticket via email for entry to the exhibition. Please print this ticket and bring it with you to the venue.

Visitors will not be badged at the event, so it is a good idea to have a supply of business cards on hand for providing contact details if desired.

LOCATION Royal Randwick Racecourse Kensington Room Alison Road, Sydney NSW 2031 Entry to the trade show is through the middle doors of Royal Randwick Grandstand. This is the large yellow building.

PARKING There is free all day parking available at the Venue, Enter via Gate 1 on Alison Street.

SHOW HOURS The show will be open from 10am to 5pm daily, from Friday August 14 to Sunday August 16. Some seminars will commence earlier in the day, so please check the program and booking details if there are sessions you would like to attend.

ACCOMMODATION There are varied accommodation options in nearby areas including Coogee and Surrey Hills. Mention The Art and Framing Show for a discounted rate at the Coogee Bay Hotel. www.coogeebayhotel.com.au Other options include the Coogee Sands Hotel & Apartments, and Dive Hotel, Coogee.

Please check our website and facebook page for further details and updates before and during the event.

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ART AND FRAME 2015 Left: Paul Cézanne (French, 1839 – 1906), Young Italian Woman at a Table, about 1895 – 1900, Oil on canvas, 92.1 x 73.5 cm (36 1/4 x 28 15/16 in.), The J. Paul Getty Museum, Los Angeles (Digital image courtesy of the Getty’s Open Content Program)

If you would like to enter the competition you can find out more and download the entry form on our website at www.theframingshow.com.au or contact our office for any inquiries on 03 5975 3677.

FRAMING COMPETITION Our popular framing competition will once again coincide with the trade show. Viewing the entries is always a great way to compare different framing styles and the different approaches taken by framers to the same subject matter.

The image for this year’s competition is a reproduction of a painting by Paul Cézanne titled Young Italian Woman at a Table (above). The image will be reproduced as a giclee print on Canson art paper at 380 X 220 mm. We are grateful to Canson for donating the paper for the reproduction.

The prizes for this year’s competition include: A Box of 25sheets, 40”x 60” Artcare Archival Foamboard From Megawood Larson Juhl Artcare™ Archival foamboard, featuring its 100% alpha cellulose surface and patented Artcare microchamber technology, absorbs and neutralizes harmful gasses and protects the art well into the future.

Artcare™ Archival foamboard provides unique protective adsorption of compounds off-gassed by polystyrene foam as well as adsorption of environmental contaminants.

Prize donated by Megawood Larson-Juhl. www.mwlj.com.au

.

A Box of Anti Reflective UV Artglass From Groglass Artglass UV is manufactured by Groglass® and demonstrates the truest image clarity. The anti-reflective glass is designed to meet the highest standards, provide easiest handling and optimal UV protection. The premium quality picture framing glass is the preferred choice for independent frame shops as well as for the finest museums and art galleries worldwide. For more information please contact local distributors www.ghs.com.au in Australia or www. glasslines.co.nz in New Zealand.

Prize donated by Groglass. www.groglass.com Original Oil painting by Artist Marion Parker “Epiphany One” – 1210mm x 600mm Oil, mosaics, netting, paper on linen Valued at $1,900 (featured on our cover) Prize donated by Marion Parker Art www.marionparker.com.au Artists Print by Nick Fedaeff Title: AUTUMN LEAVES Artist: Nick Fedaeff Prize donated by Nick Fedaeff www.nickfed.com Winners will be announced and prizes awarded at the show.

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ART AND FRAME 2015

exhibitor information AICCM The Australian Institute for the Conservation of Cultural Material is a group whose membership is mainly made up of professional conservators.

Conservators work to prevent damage and loss to our cultural heritage. Visit our stand to learn about AICCM and the work that is done by conservators.

www.aiccm.org.au

ALL STATES FRAMES With a huge range of corner frames, mat board, accessories and moulding, All States Frames have the biggest range of products of any Australian distributor and have built their Melbourne based company around commitment to servicing the complete needs of framers. All States have a reputation for being a friendly supplier with a focus on personal service. All States has an enormous selection of ready made frames, ovals and imported mirrors ready to hang . There is also a great range of very popular outdoor mirrors and a range of mirrored furniture.

All States Frames should be your first supplier to contact.

www.allstatesframes.com.au

ANTONS Antons is an Australian-owned company specialising in the wholesale supply of products into the Australian and New Zealand picture framing industries.

Now in its fifth decade of operation, Antons is a full-line provider, supplying a suite of world class products including picture moulding, mat board, foam boards, picture framing glass, framing equipment, mirrors and photo frames. Antons proudly distributes iconic industry brands such as Peterboro, Crescent, Tru Vue, Elmers, Valiani, Alfamacchine, Morso, and Fletcher.

www.antons.com.au

AUS MOULDINGS Aus Mouldings is a privately owned Australian company that’s located in Sydney. We have been servicing and supporting the picture framing industry for 25 years. All of 10 PROFILE

our mouldings are Australian made, using quality timber.

We have one of the largest selections of RAW mouldings on the market. We also have an Exotic Timbers range which include timbers such as Tasmanian Oak, Tasmanian Blackwood, American White Oak and American White Ash. Aus Mouldings specialises in custom mouldings. Select the profile and finish you desire and Aus Mouldings will provide you with a moulding from your very own creation.

www.ausmouldings.com.au

BELLINI FINE MOULDING Bellini Fine Moulding is hand-made in Italy by the finest master craftsmen, using time-honoured skills and knowledge passed down through generations.

Combining style, colour and texture, Bellini’s eclectic collection of over 300 moulding delivers the ultimate in design freedom and will appeal to the most discerning buyer. Bellini is the most desirable and dynamic collection of moulding available today and offers the custom framers of Australia and New Zealand a truly unique opportunity. A selection of the Bellini collection and our new Spring/Summer 2015 releases will be on preview at the Art and Framing Show in Sydney.

www.bellinifinemoulding.com.au

CHAMTON At Chamton booth this year you will see many new developments including the APM 2015 moulding catalogue and artworldpod catalogue, the launch of our new Rising Conservation Core matboard.

Our popular stylish Oak series, our newly launched and extremely popular micro gesso range will also be on display. An additional 200 new accessories on display and the launch of our American made foamboard which features a very rigid board great for mounting without frames there is also a new conservation foamboard that has cotton liners. and much more. Please come visit us and come have a look!

www.apm-mouldings.com.au

SEE US AT

TIDY UP THE JOINT Alfamacchine U-Series Underpinners Offers Speed, Flexibility, and Superior Clamping

U-500 Memory Programmed/Single-Channel

U-600

Memory Programmed/Multi-Channel Fast Assembly Speed Flexibility with Configurable V-Channels (Patented) Superior Vertical & Horizontal Clamping

U-400 Semi-Auto/Pneumatic

U-300P Semi-Auto/Production

U-300 Semi-Auto/Pneumatic

U-200 Manual Underpinner

Alfamacchine’s U-Series Underpinners provides any size frame shop with the performance level needed for a wide range of frame joining requirements. From manual, semi-automatic, to the company’s patented*, Multi-Channel Unit, combined with our V-Nail Technology, provides joining solutions unmatched by any other supplier in the industry. To find what Underpinner is right for your business, contact your authorized Alfamacchine distributor or call our customer service +39 (0)543 78 33 01

MADE IN ITALY

www.fletcher-terry.com

Authorized Distributor | Antons Moulding Pty Ltd | Tel: 61 3 9308 7444 Alfamacchine | Via Selva 23/25 | 47122 Forli, Italy | customerservice@alfamacchine.com | Tel: +39 (0)543 78 33 01 * Product protected by EP Patent No. 1125699 (ES, FR, PT, TR, UK); IT Patent No. 1321011

ART AND FRAME 2015

exhibitor information FRAMESMART® BUSINESS SOLUTIONS FrameSmart Business Solutions will present their point of sale software which allows framers to easily price up jobs, produce work orders, manage work flow, create invoices and receive payments. Version 6 of the software was launched last year featuring a modern user interface and SQL database. In May this year version 6.1 was released and builds on the solid platform established by v6. It features retrieval and re-pricing of previous work, job cloning, flexible on the spot price adjustments, staff/user set up, enhanced accounts receivable and networking capabilities. The new version also includes improved cutting lists, work in progress and customer pick up functions. FrameSmart POS runs with FLO®, the popular materials database, catalogue and on-line ordering application. Existing, new and prospective users are invited to view demonstrations of the software on stand 16.

www.framesmart.co.nz

GICLEE MEDIA SUPPLIES Giclée Media Supplies (GMS) is Australia’s Most Comprehensive Direct Distributor of Fine Art Aqueous Inkjet Media. We import Moab Digital Papers, Museo Digital Fine Art Media, Somerset Digital Media, Jacquard InkJet Fabric Systems, Sihl Masterclass Papers and Rising Museum Mountboards. We also stock pre-made stretcher bars. Professional inkjet printers, photo labs, photographers and artists purchase wholesale media directly from GMS, secure in the knowledge that the personal support, product availability and fair price are the best in Australia. At the show Wim Olivier will give free advice on how to add a printing service to your framing business.

New products on display will be the Sihl Masterclass range and the New Moab Juniper Baryte fine art rag.

Mark Lutz of Art House Reproductions will be available to discuss acrylic face mounting and art reproduction services.

www.gicleemedia.com.au

GROGLASS The anti-reflective glass and acrylic manufactured

by Groglass® demonstrate the truest image clarity along with the highest UV protection. Both the 12 PROFILE

invisible Artglass™ and Artglass Heritage Acrylic™, are designed to meet the highest standards, provide easiest handling and optimal UV protection. Our premium quality picture framing glass is the preferred choice for independent frame shops as well as for the finest museums and art galleries worldwide.

More than 400 showcases displayed at Rijksmuseum in Amsterdam and priceless artworks framed at the National Gallery in London – these are just some of numerous examples where premium quality invisible glazing, produced by Groglass®, is used to display and protect. For more information, please visit our web page: www.groglass.com or contact us at artglass@groglass.com

www.groglass.com

i-FRAMER i-FRAMER was created by Picture Framers to meet the needs of an ever changing market. Setting new standards in software, i-FRAMER is the first and only true cloud based framing software. The first and only to have a built in email campaign for marketing, the first to incorporate SMS, the first and only to have a live API sync to an accounting package. With flexible markup options and a range of other features it is no wonder i-FRAMER is the first choice when it comes to Picture Framing Software. i-FRAMER was developed with the aim to help save time, lower costs, and increase profits. i-FRAMER is ever changing and evolving software that will continue to be shaped by the needs of its current subscribers.

So become an i-FRAMER subscriber today… every framer needs i-FRAMER.

www.i-framer.com.au

INTCO Intco Recycling Resources is a leading company in the field of recycling and reusing waste Polystyrene.

Intco has been a leader in this industry for over 10 years. The waste material is reused to produce polystyrene moulding and framing products, such as photo frames, picture and mirror frames, picture frame moulding, architectural moulding and outdoor flooring. With its wood like looks and competitive price, Intco mouldings are becoming a popular alternative to traditional wood mouldings.

ART AND FRAME 2015

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ART AND FRAME 2015

exhibitor information IT BANDWAGON IT Bandwagon is a simple well packaged suite of IT solutions for small to medium sized businesses wanting to be effective online with a broad social reach. Our solutions will assist your business to drive traffic to your checkout and profits to your bank account. We are a small boutique website development company based in Broome. We design and build effective websites ranging from a simple web presence to mobile responsive sites with effective eCommerce and integrated eMail marketing. IT Bandwagon provides a specific pricing and visualisation solution for Picture Framers with the computer based Custom Art Framer software for the Australian custom picture framing industry.

Products/Services: Custom Art Framer: Pricing and Visualization Program Effective and Responsive Websites Social Media Training and Support Engaging Visual QR Codes

www.itbandwagon.com.au

JUNE ANDERSEN THE FRAMING SCHOOL June Andersen,GCF is an educator in both the framing industry and the digital imaging profession. June owns and operates The Framing School, providing education within the framing industry in Australia.

June also conducts courses in Nature Photography, Fine Art Printing and Adobe Photoshop Lightroom.

Her studio is located on the south coast of NSW within the grounds of Mogo Zoo.

www.theframingschool.com.au

KAYALL Since 1970, Kayall has been a leading supplier of photographic and graphic art supplies . Kayall is unique in that it offers a holistic approach to the imaging business supplying equipment, consumables as well as technical training and support. Offices in both Sydney and Melbourne are staffed by highly experienced professionals ready to help in all aspects of digital imaging. This includes help with rental equipment and advice to those starting out in digital 14 PROFILE

imaging. Some of the brands Kayall distributes include Epson, Apple, Adobe, Hasselblad, Canon, Nikon, Manfrotto, Eizo monitors and Sandisk.

www.kayellaustralia.com.au

LIN HE Lin He is a manufacturer which specialises in designing, manufacturing and exporting wooden photo frames, wooden mirror frames and other wooden products in various styles. At the show Lin He will mainly be showcasing their photo frames but also some mirror and picture frames.

MARION PARKER ART Marion Parker is a contemporary and abstract artist based in the picturesque seaside village of Mount Martha in Victoria. Her unique, dynamic and vibrant style is fast becoming recognised and sought after.

Working from her purpose-built art studio, Marion is often requested to carry out individual commissions for modern homes and businesses.“I love to paint and bring new ideas to fruition” says Marion.

“My favourite place to paint is in my studio with my animals alongside me. Here is where I spend the day creating, thinking, listening and continually learning and applying new techniques. With vineyards, beaches, farmlands and a strong art community around me, I’m never short of inspiration. I paint every day and enjoy painting large statement pieces. I want people to enjoy my paintings as much as I enjoy painting them.”

Marion’s work is represented by galleries in both Melbourne and Sydney.

www.marionparker.com.au

MEGAWOOD LARSON-JUHL Megawood Larson-Juhl are proud to be launching several new products at this year’s Framing Show.

As well as several brand new moulding releases, GUNNAR will be launching their ground-breaking new range of CMC models, called the AiOX series.

Bainbridge will be a launching a new array of decorative matboards and Cassese will be launching a revolutionary new double mitre saw and some

ART AND FRAME 2015

exhibitor information new underpinners as well. We will also be featuring an informative display on the full range of ArtiTeq hanging systems. Many international guests will be joining us at the show to meet with framers and discuss their products and needs, including; Craig Obradovitz from Nielsen Bainbridge, Sebastien Barnier from Cassese, Lars de Tomasi from GUNNAR, Geoff Leech from Cropper Mills, who make Artique & Arqadia matboard. Epson will also have some technical experts on hand supporting our stand as well. Megawood Larson-Juhl are also proud to be sponsoring educational seminars by our own industry leading writer and educator, Jared Davis, including his popular new class from the recent Las Vegas show, “Guerrilla Selling Techniques”.

www.mwlj.com.au

NICK FEDAEFF Artist & Printmaker. Prints on Silk, Paper and Canvas.

Inspiration can come from many sources - dreams, observing life, other painters or the esoteric creative seed randomly appearing at will. All these rich sources of influence provide Nick Fedaeff with elements that he translates to canvas with a touch of fantasy and humour.

www.nickfed.com

PARTOS PLUS Partos Plus is a proudly Australian-owned wholesale company based in Heidelberg Heights, Melbourne.

We distribute our extensive range of over 500 imported and Australian produced picture frame mouldings throughout the whole of Australia. We specialize in stained and raw timber shapes and import a large variety of gold, silver and designer style mouldings. We also offer a chop service at affordable prices on any of these mouldings.

The Partos Plus collection, which is constantly growing to offer the latest fashion trends, will satisfy the needs of the most discerning framer. Throughout our designs the highest quality is displayed to make our products a pleasure to work with at all times.

At this trade show 2015 we will be exhibiting our current range plus over 60 new mouldings. This new range will showcase quality and style at value

for money prices – we can’t wait to meet you at the show and get your feedback and orders!

www.partos.com.au

PFGA The main services provided by the Picture Framers Guild of Australia are: Industry standards, Apprenticeship & Education, Public awareness, Industry networking, Government representation & Member Benefits.

www.pfga.org.au

PPFA Serving the art and framing community worldwide, the Professional Picture Framers Association™ (PPFA®) encourages artisans to hone the timehonoured skill of custom framing. As the professional trade association for the custom framing industry, the members of PPFA preserve memories in bold, dramatic ways and serve as savvy business leaders in their communities.

www.ppfacorner.com

PROFILE MAGAZINE The Australian Trade magazine for the Art and Framing industry. Profile is the longest running trade magazine in the local industry and has been informing and entertaining its readers for almost two decades.

www.profilemagazine.com.au

SIGN TECHNOLOGIES AUSTRALIA Signtechnologies has a whole range of laser engraving and marking equipment that can complement many framing businesses. Offering a number of unique framing possibilities, Signtechnologies have been providing solutions to the sign and engraving industry since 1992. Amongst other things, Signtechnologies offer a full range of sign making equipment, vinyl cutters, UV flatbed printers and wide format digital solvent printers, mounting machines and laminators.

www.signtechnologies.com.au PROFILE 15

art and FRAME 2015

meet our presenters Glenn Vardy Glenn Vardy is founder and managing director of Frames NOW Australia, a five-store retail custom framing company. The Frames NOW flagship store is Australia’s largest retail framing business. He has extensive experience in all sectors of framing over many decades. He has owned a number of businesses that have framed, imported, wholesaled, retailed, and manufactured framing. He has also been a moulding manufacturer and exporter. He holds an MBA and a Graduate Certificate in Franchising and provides consulting to the framing industry and the broader business community.

Cathy Webster

Jared Davis, one of the presenters featured in the program

June Andersen June Andersen GCF, has owned and operated The Framing School for the past 22 years. June’s career in the arts spans over 40 years, she is a professional framer, educator and photographer. Prior to her move to the South Coast of NSW, June owned and operated a framing business in Sydney for 15 years that specialized in conservation framing. Her clientele included Art Gallery NSW, National Maritime Museum and Historic Houses Trust NSW. June’s studio is now situated within the beautiful grounds of Mogo Zoo, on the South Coast of NSW and operates the MOGO ZOO Learning Centre where she conducts courses for The Framing School as well as nature photography and fine art printing.

Jared Davis Jared Davis, MCPF, GCF, is the product and marketing manager for Megawood Larson-Juhl Australia. Jared is a part-time international educator and sales consultant for Gunnar International. In addition to his role as an educator and keynote speaker, Jared writes for many industry publications including Picture Framing Magazine and the PPFA newsletter “For Members Only,” and is author of the book “Getting the Most Value from Your CMC.” He serves as a director of the international PPFA Board and a member of the PPFA Australia Chapter.

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Cathy Webster, Dip Ed, CPF, is an award winning framer with many years experience in the industry. She is recognised for her design expertise and has taught a number of classes at industry events where her practical and informed presentations are always well received. Her love of art and her experience as an artist also make her an ideal person to advise on framing design. She has attended numerous courses in the USA on creative design and she also holds the CPF® qualification. Cathy is one of the owners of Framing Matters, Manuka, ACT. The many design competitions that Framing Matters have entered and been placed first, have been due to Cathy’s design input. Cathy is also committed to raising the standards in the framing industry and has been actively involved in the PPFA and industry education.

Brian Wolf Brian Wolf, CPF, GCF, began framing pictures part-time while attending Iowa State University. In 1973, he won the Janice Petersen Andersen award for outstanding design student. Wolf quickly realized that mat embellishments attracted a great deal of customer attention. In 1978, he began demonstrating his hand-carving mat technique at conventions. Soon after, he began teaching classes for the Professional Picture Framers Association. Wolf started his own framing business in Cedar Rapids, Iowa in 1983 and has since conducted numerous workshops around the world. He has authored books, appeared in videos, and is a regular contributor to trade magazines. In 2002, he joined Wizard International where he assisted with product development, contributing his framer’s point of view, artistic touch and creativity. He continues his work with Wizard in areas including education, events, and design content.

art and FRAME 2015

The Australian Institute for the Conservation of Cultural Materials AICCM is the professional organisation for conservators in Australia. AICCM’s membership is made up of professional conservators, conservation students and cultural heritage member organisations. AICCM and its membership are dedicated to the conservation of Australia’s cultural heritage, to ensure it survives for future generations of Australians.

The AICCM will have a stand at the show as well as presenting a seminar and Q & A session. The seminar Framing With Conservation In Mind: Collaborating With Conservators will be hosted by Sophie Brown, a conservation framer of 20 years. The panel will include three professional conservators from different specialisations paper, textile and paintings.

The panel will include:

Tess Evans Tess completed a Post Graduate Diploma in Textile Conservation and a three-year apprenticeship in Tapestry Conservation at the Textile Conservation Centre, London (1984) and went on to become Deputy Head of the Textile Conservation Centre Tapestry Department for three years, before moving in Australia in 1987.

Since that time she has worked primarily in private practice in Australia and Internationally, establishing Heights Heritage Conservation in 2005 where she is the Principal and Senior Conservator and became accredited with AICCM in 2012.

In 2011 Tess began a two-year sabbatical in UK, pursuing her research interest in biodeterioration of cultural materials and received an MSc with Merit in Museum Studies from Leicester University in 2014.

During this time, she completed her ICON Accreditation and Lectured for the BA course in conservation at the Camberwell College of Art, University of London.

Claire Heasman Claire joined the paintings conservation department in 2011, having completed a Masters of Cultural Materials Conservation at the University of Melbourne in 2010.

Claire also holds a Bachelor of Visual Arts, which she gained at the Australian National University. In her role as a paintings conservator, Claire undertakes a wide variety

Kay Söderlund is one of the presenters that will take part in the AICCM panel presentation.

of tasks, including infilling, surface cleaning, backing removal, consolidation and retouching. Claire’s recent projects include treating a painted mural which had been graffitied, and treating artworks damaged in the 2011 Queensland floods.

Kay Söderlund Director, Preservation Australia Kay has worked as a professional conservator for over 30 years. She first worked at several of the major museums in Sydney, including the Australian Museum, Powerhouse Museum and the State Library of New South Wales, where she headed the project to conserve the Journals of the First Fleet for the 1988 Bicentennial celebrations.

For over 20 years Kay has worked privately in the museum sector, primarily as a conservator. She was one of the first conservators in Australia to recognise the role preventive conservation would play in the preservation of collections, and in 1992 trained in Preventive Conservation with the Getty Conservation Institute in Los Angeles, USA. In August 2004, Kay established Preservation Australia Pty Ltd – a conservation business focusing on works on paper, photographs, documents, maps and plans; and including preventive conservation consulting, and training workshops. Preservation Australia incorporates Conservation Resources, an archival supply business.

Kay has extensive experience working with large and small museums, corporations and private collectors, artists and family historians - advising them on the most practical, ethical and appropriate means of protecting their collections. As Kay has worked as a private conservator for over 20 years, she has developed an ability to solve conservation problems in a cost-effective, practical manner while still adhering to museum standards and conservation ethics.

You can also visit the AICCM stand at the show for further information about the organisation and the work of conservators.

www.aiccm.org.au.

PROFILE 17

art and FRAME 2015

seminar program

FRIDAY SESSIONS FRIDAY 8.00 - 9.30 AM

WHAT CUSTOMERS WANT

Jared Davis

An important question for business owners today is “How do you sell without selling out?” With insight into the expectations of today’s retail customer, you can maximize sales without the need for high pressure tactics. Jared’s discussion will include ways of tapping into a customer’s true preferences by focusing on the emotional aspects of the customer experience. He’ll provide examples of existing framing businesses that have achieved success by steering toward a customer-focused method of selling.

These before and after framing business transformations will illustrate how adapting your business to meet the expectations of today’s customer will help you attract and keep high value customers.

FRIDAY 8.00 - 9.30 AM

JOINING MOULDINGS AND FILLETS: PROBLEM SOLVING

June Andersen

In this session we will endeavor to resolve many of the problems associated with the cutting and joining of timber mouldings and fillets.

• • • •

Cutting equipment , pros and cons Underpinning equipment , pros and cons Alternative joining options, fastenings and adhesives Extending rebates

18 PROFILE

• • • •

Measuring, cutting and inserting fillets Techniques to overcome inconsistencies with moulding profiles Stacking frames Reinforcing and bracing finished frames

FRIDAY 10.00 - 11.30 AM

FRAMING WITH CONSERVATION IN MIND: COLLABORATING WITH CONSERVATORS

AICCM

Ever wondered what a conservator does? Where to find one? This presentation hosted by Sophie Brown, a conservation framer of 20 years, invites three professional conservators from different specialisations - paper, textile and paintings. This is a chance to listen to what it is they do; ask questions and discuss information that could be invaluable to framers who receive an artwork that needs to be conserved prior to framing.

FRIDAY 10.00 - 11.30 AM

GROWING A SUSTAINABLE FRAME BUSINESS

Glen Vardy

This interactive session, led by the owner of Australia’s largest retail framing business, challenges owners to look at where their businesses are today and provides them with tools and strategies to take those businesses to the next level. This session is designed to give frame store owners the insights they need to generate the income and lifestyle that originally propelled them to buy or start

art and FRAME 2015

their own companies. Glenn will look at the key factors from the participants’ perspective:

the crowd? Would you like to be able to offer your customers a design service that goes beyond the standard available mouldings and effects? This workshop will cover some of the simple techniques and materials that will help you create a range of hand finishes that can be achieved in any framing workshop.

•

What business are you really in?

•

Presentation of your business premises

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Positioning of your business

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Pricing structure

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The importance of sales, marketing, and business processes

SATURDAY 10.00 - 11.30 AM

•

Understanding the key metrics of your business

Glen Vardy

No longer can business owners wait for good times to return, a change of government, or a better economy. This is the new economy. Owners and managers must adapt and work within its constraints. The horizon is filled with more competition in the form of big box stores, online sales, and discount retailers. This session will prepare you with the tools and strategies you will need to prosper in this new business environment. Participants will discover proven ideas and strategies to apply to their businesses immediately. Whether you’re new to the custom framing business or have been in it for years, you will come away with insights you can put to work to make sure you’re successful today— and in the future.

SATURDAY SESSIONS SATURDAY 8.00 - 9.30 AM

GUERRILLA SELLING TECHNIQUES

Jared Davis

In this new class, Jared explores new and proven methods to effectively upsell higher value framing and to convert doubtful scenarios into profitable sales. By deciphering consumer psychology, Jared will discuss detailed techniques for handling challenging situations, such as dealing with quotes, overcoming price shock, closing the sale, and justifying a higher price than competitors.

This session will also reveal helpful ideas that incorporate sales aids and displays that can help streamline and enhance your sales process. If you want to increase the value of each sale and have customers return for more— then this session is for you!

SATURDAY 8.00 - 9.30 AM

CREATIVE FRAME FINISHES

Profile Magazine

Have you always wanted to finish your own moulding and create unique frame designs that could set you apart from

FOUR CORNERS OF A SALE

Selling is a profession. Your sales presentation should be a structured process, not just a presentation of great design with a random conversation. Four Corners to a Sale identifies the four critical steps necessary to convert prospects into customers.

• Establishing rapport • Questioning and information gathering • The sales presentation • The close This process allows a framer to stay in control of the design presentation and increase conversion and average sale value. The often-neglected fifth corner is how to work your database of prospects and customers, looking at strategies and technologies that will help develop and nurture those relationships. This is a formal, structured sales process designed for retail framing led by Glenn Vardy, who owns Australia’s largest retail framing business. The basis of the presentation is that it’s not enough to be a competent picture framer with great design skills.

This session is ideal for those new to the front counter or those who are experienced but want to increase their efficiency.

SATURDAY 10.00 - 11.30 AM

MOUNTING AND MATTING WORKS ON PAPER

June Andersen

In this seminar we will examine the many aspects and problems associated with framing works of art on paper.

Topics covered include: • • • • • •

Paper types and characteristics Attachments and supports Mat board selection Making and installing spacers Overcoming problems Preservation requirements

PROFILE 19

ART AND FRAME 2015

seminar program SATURDAY 11.30 AM - 12.30 PM

MAT DECORATION AND DESIGN

Brian Wolf

No matter how the picture framing business continues to evolve, your ingenuity with matting will always set your business apart. Mat decoration takes many forms. Whether it is a three colour mat or an ornamental pen line, the computerized mat cutter makes it possible and profitable.

We will explore many practical decorative additions that you could use every day – opening shapes, grooves, and pen work – through the processes in the Wizard software. You will see some easy touches and some ideas that use the drawing program. If you have a Wizard, bring your design questions. If you have a different machine, you will see ideas adaptable to any machine. If you are wondering about a computerized mat cutter in your shop, come and see the possibilities.

your mat designs in new ways. This session will also include some “how to” tutorials including popular 3rd party CMC software such as Corel Draw, and also reveal some pioneering techniques for decorative gilding on matboard using genuine gold leaf, and a CMC pen tool.

SUNDAY 10.00 - 11.30 AM

APPROPRIATE DESIGNS AND ATTACHMENTS WHEN FRAMING TEXTILES AND OBJECTS

Cathy Webster

This discussion will look broadly at preparing the appropriate housing to display the intrinsic beauty and interest of art or artefacts while prolonging their life by securing them in a mechanically stable environment. Mounting techniques and design ideas will be demonstrated as time permits.

SUNDAY SESSIONS

SUNDAY 10.00 - 11.30 AM

SUNDAY 8.00 - 9.30 AM

HAND GILDING FOR CONTEMPORARY FRAMING

MOUNTING AND MATTING WORKS ON PAPER

June Andersen

In this seminar we will examine the many aspects and problems associated with framing works of art on paper.

Topics covered include: • • • • • •

Paper types and characteristics Attachments and supports Mat board selection Making and installing spacers Overcoming problems Preservation requirements

Profile Magazine

While gilding has been practised as a specialist craft for centuries, there are simple and affordable methods today that can be learned by those with less experience, while still creating great results. This session will guide you through the steps involved in creating a unique hand gilded frame, including materials, techniques and the finishes that can be applied to create different tones, textures and ‘antique’ effects.

SUNDAY 8.00 - 9.30 AM

INNOVATIVE MAT DESIGNS AND IDEAS FOR CMC’S

Jared Davis

With almost 20 years of experience working with CMC’s, computerized matcutting pioneer Jared Davis will share an exciting slideshow of ideas and concepts which creatively embrace CMC technology, and will inspire you to enhance

20 PROFILE

You can enrol in the seminar program before the show by downloading the booking form on our website at www.theframingshow.com.au or by calling our office on 03 5975 3677. You can also visit the Profile magazine stand at the Trade Fair for bookings at the show, subject to availability.

Our Workhorses Proven Performance in Cutting and Scoring Semi-Rigid and Rigid Materials

Fletcher’s Wall Cutter Series are top performers in cutting and scoring a wide range of semi-rigid and rigid materials.

Our Workhorses are designed with our Interchangeable Cutting Heads or Three Blade Cutting Turrets that can cut anything from matboard to aluminum sheets, V-Groove ACM, or score and break acrylics and glass.

To join the 1000’s of current owners of a Fletcher Wall Cutter, contact your local authorized Fletcher distributor or visit our website for product details and performance specifications.

www.fletcher-terry.com SEE US AT

New moulding and mirrors from All States Frames an exhibitor at the Art and Framing Trade Fair.

Authorized Distributors Antons Moulding PTY LTD | Tel: 61 3 9308 7444 Megawood Larson-Juhl | Tel: 61 7 3863 8400

ARTIST PROFILE

artist profile:

Marion Parker 22 PROFILE

ARTIST PROFILE

How did you become involved in art?

After retiring from a 20 year career as a Naturopath and then writer, I felt compelled to paint. I’ve always enjoyed art as a hobby and deciding to take it further was a natural progression for me. My art has evolved into a full-time career that I love and feel lucky to be doing.

What is your preferred medium or style?

My natural and preferred style is “Abstract Expression”, although I occasionally paint other contemporary pieces and commissions on a request basis.

The medium I prefer to paint with is oils. The feel of oils is different and I like the buttery texture, richness and permanency of colour.

I also use other forms of mixed media such as netting, mosaic tiles or gold and silver leaf along with multilayered brushwork with thick textures. I work quickly, with free flowing strokes and I paint in the moment.

How has your approach to art evolved over time?

My debut into painting was through my love for nature and animals. This led me into painting impressionist style remote landscapes and animal portraiture (inspired from my surroundings and travels overseas).

What kind of audience does your work usually appeal to?

All kinds of people, however the age group I’ve found is between 35 and 60 years.

In my experience they are wanting to update their artwork and enhance their homes to achieve a more contemporary and modern feel.

My artwork also appeals to corporate clients for boardrooms, reception areas, entry foyers and office environments.

How has your work been exhibited or distributed in the past?

My work is sold in art galleries in Melbourne and Sydney, group and solo exhibitions and also through Facebook, Instagram and my website.

What are you working on at the moment?

Today I’m painting a large oil abstract painting for a CEO’s office.

What future plans do you have for your work?

Over the years, after experimenting with different styles and mediums, I found that I enjoyed abstract artwork the most and it came naturally to me.

I would love to see my artwork in galleries not only throughout Australia but also around the world. I am currently looking for gallery representation in New York and Asia.

How would you describe your work to someone who hasn’t seen it?

What advice would you offer to framers trying to sell original art or prints?

Dynamic, bright and fluid best describes my work.

To choose artists whose art is good value and has potential to increase in value for their clients.

What inspires your artwork?

So many things inspire me, such as astronomy, symbolism, quantum metaphysics, modern architecture and ancient civilizations and cultures.

I use specific music when I paint for example classical, new age or alternate music, ranging from Mozart and Native American, to Snatum Kaur, to relax and elevate my frequency.

Are there any artists that you are particularly inspired by?

Yes. De Kooning, Kline, Joan Mitchell, Kandinsky, Turner and the old Italian masters such as Leonardo da Vinci to name a few.

Framers should also use reliable and professional artists that they can work with and that they have a good relationship with.

It helps if they personally enjoy and/or are passionate about the artwork they are selling, so that the enthusiasm is passed on to the customer.

Also, do some research into what your particular client base is looking for and then source or commission those artists to fulfil those requirements.

You can see more of Marion Parker’s work and speak to her in person at the Art & Frame 2015 trade fair. www.facebook.com/marionparkerart www.marionparker.com.au PROFILE 23

Floral Detail As many of our readers would know, Brian Wolf has a long history of visiting Australia and participating in our trade shows and education programs. His book, Cutting, Carving and Decorating Mats has been a long time favourite among Australian framers and he has been demonstrating his mat decorating techniques at conventions and workshops around the world since the late 70s. He now works with Wizard International in areas including education, events, and design content.

Here in a series of images with accompanying text, Brian explains some of the techniques he has developed for creating subtle and distinctive mat designs using a computerised mat cutter. You can also meet Brian in person this year at the Art & Frame trade fair in Sydney.

Brian Wolf

A Subtle Difference

Floral Detail There are times when the normal narrow mat layer is too geometric, too ordinary. The dark narrow accents peeking out from under the top mat (above) are just another mat layer.

The mixed template allows each layer to be a different shape.

The middle layer is set to a template that can generate these accents with the curved ends with the right parameter settings. There are many templates that can be used to design these peeking accents – some square, some angled, some curved, others even with multiple elements.

Snapshot Detail

Snapshot & Romantic Detail Decorative cutting can be used more often if it is understated. These two examples (left and above) illustrate an arrangement that keeps the top and bottom mat layers rectangular, but sneaks a decorative element into the narrow middle layer. These decorative elements were drawn in PathTrace, the drawing program. It is easy to see that the elements can be quite simple, or more complicated.

The elements were then integrated with the middle mat layer – also in PathTrace. This process uses only a few of the drawing functions, and once mastered, it becomes a valuable tool to add interest to so many styles of matting.

The formula of adding decoration symmetrically at the sides of the opening is a classic treatment, after all.

Romantic Detail

Dinner for Two

Dinner for Two V-Grooves do not need to be continuous around the opening. A line segment or curve can be set to be cut as a groove. In this example (above) the rectangular groove is broken, and there are angled line segments joined into the broken ends to create a geometric element. Note how the opening comes into play to finish off the decorative cutting. There are two angled line segments that are drawn longer and they end inside the fallout. When the opening is cut, the segments are trimmed to length automatically.

Grooves are naturally more understated because they are typically white, and they contrast with a light coloured mat. With that in mind, it is easier to include elements that are more complex, with multiple lines and curves, and the V-Groove decoration will not upstage the picture like shaped openings might. Â

Shaped Line Detail

Bridal Portrait

Shaped Line Detail A common criticism of decorative cutting is that the elements are often proportionately large and the presentation looks cluttered. Pen work with the computerized mat cutter can be startlingly small. The two lines in this example (left) are 1mm apart. Each line is shaped using a standard template. The parameters were set to create these interwoven corner elements. The parameters were set to small values, too. Radii are about 3mm, line segments and spaces between them can be 1 or 2mm.

With this in mind – and with the wide selection of templates to browse – every line you draw could easily include a decorative flair that would add interest without deflecting the slightest attention from the picture.

An unending source for decorative material for pen work is true type fonts. There is an entire class of fonts that are not letters, but pictures. However, to include them as part of a line requires some simplification in the drawing program. This particular ornament (left) began as a delicate, complex array of leaves and berries.

In PathTrace, all but these leaves were deleted. In the process of examining and simplifying this true type dingbat (a technical printer’s term, by the way) half a dozen more ornaments were extracted and saved for future use. Then this simplified element was integrated into the rectangular line.

One surprise of pen work with the computerized mat cutter is that mechanical pencils work beautifully. This line was drawn using 0.5mm HB graphite. The aesthetics of the graphite are a factor, too. There is a silvery sheen to the line and it takes on the texture of the matboard more than a pen. The line can have a more rustic quality, too, with this unevenness.

?

BRANDING

YOUR BUSINESS WAYNE BAKER This article is aimed at providing an introduction into business branding and how to develop a strong and positive business brand of your own.

There will be some out there that will say I don’t need to focus on a business brand as we have been in business for many years and everyone knows us, or we are only a small backyard business and this is of little importance.

In my opinion every business, whether large or small, should look into what their business brand is and how it is portrayed and viewed by their customers.

Why do I need a positive business brand? Put simply, a strong brand brings repeat customers and customer loyalty, and enables you to offer products and services at premium prices when compared to your competitors.

What better reason could there be, happy customers, more repeat business and hopefully more money in your pocket. Another valuable reason to establish a strong brand comes when you consider selling your business. A stronger brand makes a business much easier to sell than one with a lower brand image.

A good example of the response to a positive brand and brand perception is in the cola fizzy drink market.

One brand dominates in this and many other countries and even though it costs more than its competitors, its market share and customer loyalty is as robust as ever.

Why, because of a strong and positive business brand.

Let’s define what a business brand is before going any further.

Put simply, the business brand is a way of identifying your business; it tells your customers what they can expect from your products and services and what differentiates you from your competitors. Sounds simple! Let’s now look at some of the ways you can use to create a strong business brand.

To achieve a strong business brand you should promote your business strengths after identifying what you are good at and what you believe in as a business. You should look at what the customer requires and how you go about achieving this.

28 PROFILE

Examples of this include: • Your skill set – excellence in design, etc.

• Above average customer service • Offering innovative products and or services • Strong emphasis on the community or environmental concerns

Business Identity The Business Identity – this is made up of the business name, any slogan/s used, the products and services on offer, business cards and promotion material, signage, the style and quality of stationery, product and or service pricing, what your premises look like, you and your employees and how you dress and interact with customers and your online presence. With this last one comes your personal beliefs and attitudes which are increasingly becoming relevant.

A clear example of these personal ideologies and views entering the business arena comes from an online power company from a few years back. A leading person within this company portrayed one image for the business and something quite different on a personal online page which did not sit well with many people. The outcome was this company collapsed, not because of bad business practices or a bad product but because of that person’s attitudes and beliefs being seen as part of the brand and the customers not wanting anything to do with these.

This is the ever changing face of business.

Improving Your Brand We have looked at some of the areas which make up the brand of a business now let’s look at a few ways where the business brand can be improved.

The business name – is it original? Does your name clearly define who you are and what you do? Is it ambiguous or can it be interpreted in other ways which may not be in the business’ best interest? Do a search online and

framing business see what comes up. Are there businesses here or overseas with the same or similar names? Businesses or sites with similar names can have favourable and unfavourable connotations.

Signage and promotional material – be consistent, use the same font, colours, logo and feel. Feel could be a formal or a casual approach to materials and content. This includes such things as the store front, external signage, vehicles, business cards, letter head and online.

Be consistent across all areas of your business – this could include such things as staff uniforms, how the telephone or emails are answered, having a clear message or ideology which is portrayed by not only the business but by those within the business. E.g. if there is an emphasis on great customer service as part of the brand then all parties within the business should offer the same service.

If this does not happen then the brand is being damaged.

Be honest and take ownership of your brand – believe in your brand and pay attention to the customers’ needs as part of what your brand means to them.

Meet and exceed what your brand offers and look for new ways to make improvements. Don’t be afraid of making changes.

Become more active online especially on social media – more and more customers are searching online for businesses and information about their products and services.

Not only are these tech savvy customers searching online but they are also passing judgment on the business and its products through reviews and comments through

Wayne Baker, B. Bus, CPF, received his Bachelor of Business majoring in Production Management and before entering the framing industry has worked in small, medium and big business in production, development and quality, as well as operations manager roles. Co-owner and part of the multi award winning team at Framing Elegance located in Gippsland Victoria, which has been recognised for picture framing, innovation and excellence in business, retail and sustainable business practices. social media channels. The old adage that a happy customer may tell 2 or 3 people about their experience and an unhappy one may tell 10 or so is now history. A happy customer may still tell a few friends, but an unhappy one will blaze their message to 100’s and possibly 1000’s via poor reviews or comments via social media. Being proactive in this area lets you address these issues as they arise and before they can gain too much traction.

This is a brief and simplified overview of what goes into the making of a strong business brand and the importance of creating and maintaining your brand. It is no longer just acceptable to have nice uniforms and a clean store front.

There is an increasing need to pay attention to all areas of your business and how your customers perceive it. Customer’s needs and expectations must be met if the business is to prosper and they are increasingly passing judgement onto one of the many social media platforms and you must be aware and quick to respond to any issues as they arise.

So if you are looking at selling your business or would like to increase the bottom line, then please consider the importance of creating and establishing a strong business brand.

PROFILE 29

THE GUERILLA FRAMER

POWER SELLING TECHNIQUES THAT TURN PROSPECTS INTO CUSTOMERS PAUL CASCIO Business owners in our industry focus great amounts of time, money, and attention on generating sales leads using a variety of creative methods. In addition to traditional advertising media, today’s businesses attempt to introduce themselves to prospective customers via websites, email, and social networking. And well they should, because creating awareness for your brand lies at the foundation of any good marketing strategy.

However, it’s not enough to just reach out to prospects, you need them to reach back. You want them to reciprocate by responding to your overtures in a desired manner. Ideally, you want each prospect, upon introduction to your business, to jump in their car, drive to your business and make a purchase, without procrastination, and without detours or delay.

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Unfortunately, the modern consumer rarely takes the shortest path to the point of sale. Getting a prospect into your business often involves an intermediate step – a phone call. Making a telephone inquiry gives prospects a way to have their questions answered, assess the level and quality of customer service, competence and professionalism they can expect to receive from you, and ultimately helps them decide if you’re the one they want to do business with.

In my previous column, “Turn Your Website Into a Sales Engine,” I recommended that the goal of your website should be to get a prospect to call you. My reasoning is that a phone call is easier to achieve and gives you a second bite of the apple -- a personal interaction that lets you build rapport with your prospect, provide useful information about your business, and separates your business from the others.

That phone call also halts, at least temporarily, the prospect’s online browsing, and keeps them from the evils of the internet, especially the clutches of your competitors.

I view every phone inquiry as an opportunity. It’s a chance to have a conversation with a prospect, and an opportunity to start and build a relationship. A telephone inquiry lets you sell the unique benefits your business offers, and to sell yourself.

If your website focuses on trying to get a prospect directly into your store, the odds of it happening are stacked against you, especially if the prospect also visits the website of one of those Always On Sale, But Not Really on Sale craft stores and sees a coupon touting a 70%-OFF SALE.

THE GUERILLA FRAMER At that point, it’s game over for you because you have nothing with which to trump such a compelling offer, regardless its veracity. But if your website convinces a prospect to call you, to obtain more information, get questions answered, or learn about your current promotion, the outcome of the game is now within your control.

Now, let’s look at what you can do to take advantage of the great one-on-one opportunity a telephone inquiry offers.

When you receive a phone call from a prospect, it’s important that you’re prepared to handle the call effectively.

Your primary goal, of course, is to get your customer and their frameworthy item(s) through the door of your business. However, to make that happen you’ll need to reach two secondary goals, build a rapport with the prospect, and also take control of the conversation.

Using your awesome personality, building a rapport will come naturally as a result of the conversation, especially if you take time to include some small talk.

However, making a new friend is just half of the battle.

You must also take control of the conversation. Taking control lets you determine the direction and length of the conversation, instead of allowing the customer to do that.

Fortunately, with practice, taking control of a conversation is fairly easy to accomplish. All you need to do is ask questions, and you’ll be the one driving the bus.

If you think about it, you’ll recognize that in any dialogue, the person asking questions is the one in control; the one answering questions is not. You don’t need to be pushy or rude to take and retain control, simply develop a habit of ending your portion of the dialogue with a question that encourages your prospects to talk about themselves, or the items they want to frame. Controlling the conversation also lets you steer the discussion away from price.

The best questions to ask are those that further your objective of getting your new acquaintance into your store or gallery. Being prepared will make it easier to do.

Develop a list of standard questions that you can rely on again and again. Here’s a few to get you started that I’ve found to be very effective: Do you know where we’re located?

Where will you be displaying the _____ ?

What’s the décor in that room?

Can you come in now?

These questions are easy to work into almost any conversation, and they help you achieve your objective.

Keep in mind that someone is going to be in control of each conversation. Since there’s only two of you, if you’re not in control, the prospect is in control. And the one question a prospect always wants to ask is the price question, which is the one question that you can’t and shouldn’t answer over the phone. Simply be strong, take control and get them into your store or gallery so you can make a sale.

When you do get a price question, explain briefly that

Paul Cascio aka The Guerrilla Framer

there are so many variables, including the mounting method, glazing options, degree of preservation required, display options, etc., that make it impossible to answer that question. Then, promise that you’ll provide an exact quote when they come in.

Try not to mention print size, as they’ll probably know the answer to that one and expect that is enough info for you to quote a price. Also, try not to discuss the frame itself as this too may lead to another P-word question.

You know, the one that starts with the words, “What’s the cheapest….

After you rattle off all the variables that effect price, follow up with a question of your own to retake control.

Close the deal by asking for a commitment. “Can you come in now?”

When they say “Yes”, let them know exactly where you’re located. You can even give directions that will bypass a competitor’s location.

Conclude the call by recommending that the caller ask for you when they arrive. It doesn’t matter that you’re the only one there, it puts the soon-to-be customer on a first name basis with you and lets them know they have a friend in the business. It also alerts you that this is a person you spoke with.

After ending the call, write down the name of the person you spoke with. It’s also good to keep track of your conversion rate – how many prospects show up. I think you’ll be amazed at how effective these techniques are, and what a dramatic difference they can make in increasing your income.

Selling is possibly the most overlooked, and underdeveloped, skill in our industry. Whether you like it or not, it’s also part of your job, so learn to do it well. Improving your sales skills, and those of your staff, can payoff in a big way. Because the sales process often starts with a phone call, it should be included in any training program.

When your website does its job well, your phone will ring more frequently. How well you handle each opportunity to speak with a prospect often determines the success or failure of your business. Be a guerrilla, learn to sell. ▪ Paul Cascio, is the lead instructor for The American Picture Framing Academy. Paul also provides business and sales training and consulting. You can contact him at: pdc@pictureframingschool.com www.pictureframingschool.com PROFILE 31

INDUSTRY NEWS

GUNNAR TO LAUNCH AiOX Recognised CMC pioneers, GUNNAR, will be launching their completely new range of CMC’s at the Art and Framing Trade Fair, called “AiOX”. Featuring awardwinning technology and the latest in refined Swiss engineering and industry leading design, the new line up of AiOX CMC’s have been innovated to catering to specific feedback and increased creative expectations from the world’s most cutting edge CMC’s users.

Learn more at www.mwlj.com.au

of Local and Imported Picture Framing Products

NEW 2015 APM MOULDING CATALOGUE Launching the new 2015 Apm mouldings catalogue, APM have modified the layout to make it easier to read and added a great deal of products. See it at the Sydney show!

PPFA FINDS A NEW HOME PMA has recently announced that they have made an agreement to transfer the Professional Picture Framers Association (PPFA) over to Monarch Expositions, owned

by Deborah Salmon and Bruce Gherman, principals of the West Coast Art & Frame Expo and publishers of Picture Framing Magazine.

The past several months have been a time of significant transition for PMA. It has always been PMA’s goal to provide an excellent level of service to all our members. After a long period of gathering information and analysing the best ways for us to serve our membership, the PMA Board of Directors voted in May on new strategic initiatives for PMA. Because the newly established strategic initiatives are directing us to focus our full attention on our core members – businesses in the photo imaging space – we made the decision to look at other avenues to ensure PPFA members would be well served and have their needs catered going forward.

Georgia McCabe , CEO and Executive Director for PMA quotes, “We could not have asked for a better new home for PPFA than Monarch Expositions. As you know, PMA has partnered with the leadership of this excellent organization for the past few years, co-locating the International PPFA conference with the West Coast Art & Frame Expo in Las Vegas. Just as the photography industry is PMA’s core focus, the framing industry is theirs. We are very confident this move is in the best interest of both PMA and PPFA members.”

32 PROFILE

Deb Salmon agrees, “We are thrilled to welcome PPFA, and we look forward to working with the membership to help them create a stronger industry organization and achieve their goals.”

PPFA Past President Mark Klostermeyer commented, “The acquisition is going to unite the framing industry’s largest trade show with its only trade association, creating an entity that’s much greater than its parts. The West Coast Art and Frame Expo with the PPFA International Convention will be the epicentre of social and educational opportunities. Adding PFM Magazine along with PPFA ‘s certification programs, competitions and chapters, is bringing together all the best elements of the framing industry.”

A Transition Team comprised of key members of the framing industry, including PPFA AU & NZ committee member, Jared Davis, has been established to assist with the process of transferring information, resources and assets over the coming months with the objective to create a more improved platform for PPFA to benefit its international contingent of members in the future. Jared Davis comments, “Although we’re reacting quickly, this process may still take a couple of months to manage, so we ask all members for their patience while we create an improved structure for PPFA members as we move forward”.

PPFA will be represented at our upcoming Framing Show in Sydney – and will also have updated information & resources on hand at this event for current and prospective members.

FrameReady Frame

- Nature photography - Fine art prints - Object framing - Needle art - Advanced conservation - Going digital - Advanced matcutting Go to our website

www.theframingschool.com.au to see further details and dates.

June Andersen - 02 4441 8118

POINT OF SALE SOFTWARE What you need for pricing, ordering, invoicing, and tracking customers

P Consistent accurate pricing P Know your costs at the time of sale P Increase sales with built-in marketing tools P Eliminate costly errors P Remove the guesswork P Keep your prices up-to-date P Suppliers pre-installed “If there is one thing I never tire of hearing, it is, ‘Thank you for a great software program!’ ” Bert de Roo, President

For the BEST in frame pricing soft ware, visit

www.frameready.com.au www.frameready.com.au Inquiries: softouch@mnsi.net

NICK FEDAEFF ART PRINTS ON CANVAS AND PAPER, POSTERS, PRINTS ON STRETCHED CANVAS, ORIGINAL PAINTINGS

to request catalogue email to info@nickfed.com

framing BUSINESS

THE CASE FOR POINT OF SALE (POS) PRICING SOFTWARE FOR PICTURE FRAMERS “This customer looks like they won’t be able to afford what I charge – I had better discount this price”.

“That price seems to be very expensive for the materials involved – I‘ll just knock $50 off – after all it won’t take very long to do”.

“Oh, just to replace the glass – one piece of 2mm float – let’s say $8.00 – it will be ready tomorrow”.

“OK, last time we did that same job 2 years ago it cost $150.00. Let’s just add 10% to that, and it should be about right!”

Sound familiar? Are you indulging in guesswork and ad-hoc discounting; undervaluing labour charges; leaving things out of the price so it looks better; or under-estimating inflation factors?

Or, worse still, are you under-cutting the guy down the road for the sake of just getting the work at any cost?

If you are guilty of any of these, then not only are you slowly putting yourself out of business, but you are also helping kill the whole industry in these tight economic times.

When did you last revamp your pricing chart to reflect what you should be charging to cover your staff costs (labour), plus overheads such as ever increasing rent, insurance, bank fees, interest on credit lines, etc.?

Do you find there is an increasing number of days left each month at the end of the money? i.e. is there any profit after you’ve drawn out some cash to pay the groceries?

Your business needs to make a profit, over and above your drawings, in order to develop and expand – or is this something that is also going backwards?

Some years ago a rule of thumb was ‘double the material cost, and add a bit for labour’ and things would work out OK. That is definitely no longer the case.

Experience has shown a High Street framer needs to be charging retail prices of around cost price x3.0 to x3.5 on each job in order to make a living. This will still not make them rich. (Someone framing from home can afford to reduce their mark-up to about x2.5 to x2.7 on cost, as their overheads are relatively less).

Cost prices on materials need to be kept constantly up-to-date in your pricing model, and often this means hours of work changing chop codes on moulding samples as per-metre prices change, and your chart stays the same from year to year!

34 PROFILE

The successful framers are those that have realised that guesstimates are not good enough, and have invested in pricing software (In a busy framing shop POS software can pay for itself within 3 months, i.e. the price of one good framing job per month). They can see whether each job is profitable before they commit to doing it, and make informed decisions on whether to discount or not.

(In many cases customers simply accept the price shown on the screen – the computer says it costs that much, so it must be right!)

In good software your cost prices, especially for mouldings and matboards, are always completely up to date as they are maintained in a shared database by the suppliers themselves, and automatically downloaded into framers’ systems. Framers can easily change their pricing model as their financial situation fluctuates with the economy, e.g. allow for inflation by applying a global increase factor.

Or alter their labour charges independently of materials as wages increase, or staffing levels change.

Prices calculated by software are entirely consistent with the size of the job and the materials used, and can be quickly compared with the last time you did the same or similar job. In some cases old historical work can be re-priced at today’s prices at the click of a button.

Pricing software also provides a professional look to the business, producing instant quotes, worksheets, invoices and monthly statements. Accounting reports are comprehensive, with complete history held on all customers, invoices, payments and detailed worksheets, and data can even be exported to accounting packages such as MYOB and Xero for more detailed analysis for larger businesses.

Also materials can be ordered directly from suppliers over the Internet using these modern software tools, which eliminate mistakes with codes written wrongly, orders sent to wrong suppliers, faxes disappearing into the black hole of the telecom networks, and misinterpreted telephone orders. Dynamic order tracking lets you know what is out of stock at the supplier, and what has been shipped, with a complete order history maintained.

In discussion with the major suppliers to the framing industry in NZ you will frequently hear them express the wish that all framers were using software for their pricing. The reason is very simple – if everyone was charging prices for framing which ensured they were profitable, it would raise the general industry revenues, and thereby increase the profitability of everyone concerned – framers, suppliers, couriers, glaziers, etc.

Finally, in the words of some notable framers, repeated around the country: “It’s a no brainer! How can you manage a modern framing business without a good POS system?”

Mike Francis, GCF, MNZCS Director, Pocket Solutions Ltd FrameSmart Business Solutions

500 years of Graphic Art Technique

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Picture Framing Books & DVDs Profile presents a range of books and DVDs designed specifically for picture framers. We still have limited copies from the Vivien Kistler collection, as well as some additional titles by Jim Miller, Barbara Markoff, and Greg Perkins, and the FATG Study Guides. To order any of these great titles or others in our range, please fill out the form in this issue, or phone our office on 03 5975 3677.

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Book Collection

classifieds BUSINESS FOR SALE Long standing, dynamic Picture Framing business for sale in the heart of Sydney’s South West growth area, option on the building premises available. Contact 02 4625 9534.

POSITIONS AVAILABLE • Picture Framing Store Manager • Retail Sales Person • Business Development Manager Frames NOW have three positions available in Melbourne.

If you are experienced in any of the three disciplines please contact Glenn for a confidential chat and a job description.

Even if the timing is not quite right for you at the moment, lets chat for another time.

Contact Glenn on 0411 575.700 or glenn@framesnow.com.au

BUSINESS FOR SALE

CUSTOM PICTURE FRAMING AND ART SUPPLIES BUSINESS FOR SALE IN PRIME LOCATION BALLINA NSW

Located in the Northern Rivers Region of NSW one of Australia’s most desirable lifestyle locations, this appealing business is situated in the recently developed Eastern end of the main street of Ballina. B Framed Picture Framing is a retail outlet focused on the design and manufacture of quality custom picture framing with a small sideline of select art supplies.

Established for 25 years with a loyal and constantly expanding client database this business presents extremely well with an impeccable shop front leading into a stylish organised showroom. The workshop is fully equipped with modern specialized, well maintained framing equipment and is designed specifically for the manufacturing process.

Utilising specialised framing software to assist with management of the production and financial process, the business also possesses a modern website.

This profitable owner operated business employs 2 additional staff members trading 5 ½ days per week with a secure lease arrangement in place. This is a fantastic opportunity to own a creative business whilst generating a healthy income in an ideal environment.

Owner is selling to pursue other interests and is willing to assist buyer with transition.

PRICE $160,000 + SAV All enquiries please contact Stewart on 0499 202 086 or email stew.coz@bigpond.com 38 PROFILE

Well known, long standing picture framing business in Darwin in excellent location for sale.

Air conditioned showroom with workshop.

24 hour security in centre.

Walk in, walk out.

Contact Darren for more details.

Phone: 0431 286 013

FOR SALE Relocatable, gallery walls. Four walls, each 2.5M long by 2.4M high (assembled from two panels 2.5m x 1.2m with “T”-bar steel supports).

Free standing. Can be configured in a straight line , “L” or, open box shapes.

Gallery track fitted to both sides. Painted white.

Display ready in minutes.

Colin Bruce Blue Dog Gallery & Beaumaris Framing 40 East Concourse Beaumaris 3193 (03) 9589 7550 www.bluedoggallery.com.au

To place an advertisement in our classifieds section send an email to: editor@profilemagazine.com.au

Š Peter Eastway

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All States Frames Home to the industry’s most elegant mirrors

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All States Frames are well known as the leading supplier for corner frames and mirrors.

As well as a full range of framing supplies and consumables, All States Frames have one of the largest ranges of fabulous mouldings in the industry. Now you can get some of these great mouldings at amazing prices. All States Frames also has a fantastic range of mirrored furniture. All of this can be seen online.

www.allstatesframes.com.au 45 GEDDES STREET, MULGRAVE VIC 3170 TEL 03 9561 7533 FAX 03 9560 8764