I've owned a photo developing business for ten years and added a higher end custom framing business to my company a year ago. The framing business is doing well but I'm still primarily known for photo developing. How can I change my image and obtain more framing clients?

January 05 2005 - Syracuse Post Standard

Tracy: It sounds like you have a strong client base if you've been in business for ten years. I suggest you target your current photo developing customers for framing business. You can offer long time clients discounts on framing orders or money off their next photo developing bill if they place a frame order. You can also create an incentive program for your current customers who bring in new framing business. Give your clients special cards or coupons to hand out to others. If those are returned for new business, reward your customers the next time they order from you. Your repeat clients can be the perfect "salespeople" for your business. By offering them special deals you encourage them to discuss your business with others, thus increasing sales for the new part of your company.

Ann Marie: You could try to find a totally new market for your framing service by creating a symbiotic relationship with another business. Select a business in an area where the people are most likely to appreciate your new service. An Art Gallery or high-end Gift Shop would be good places to try. Create a standout piece to display in their shop and in turn, display something of theirs in yours. You can both benefit.
Consider other places where people spend discretionary money, like a hair salon or spa. Give them a great piece of framed art to decorate their waiting area. (Don't skimp on this and change it periodically) Ask them to display your cards or brochures.
This will cost you a little bit of money to do it effectively, but it is a lot cheaper than rent in another zip code.

Julie: You mention that you are primarily known for your developing service. Without having seen your shop, I'm wondering if you're doing everything that you can to maximize your exposure for the framing component of your business. You've been in business for 10 years, so you have a large customer base and an established location. Is it obvious to customers visiting your store (or driving by) that you offer custom framing? Do you have a large selection of framed pieces that are displayed well? Is there information on the service readily available? Can you change your signage to increase awareness?
Assuming that you've covered all the bases with your physical location, work on identifying exactly who your target market is, and look for opportunities to get involved in community activities that those people are likely to attend. Sponsoring and/or volunteering for local events can help you build a strong identity in your community, while helping you get your message out.