Marketing Underload

There’s an important message that we in the art & framing industry have done a lousy job getting across to the public.  It’s that a new work of art is the quickest and most effective way to change the character of a room.  The art on the wall is one of the most visible and personal decorations in any room.  And it can be one of the least expensive, if you’re not looking for originals or limited editions.  A framed piece of art can be much more affordable than a new couch or rug, and a lot less work than repainting the walls.

A slightly different message that could benefit us all is that it’s ok - it’s more than ok - to change the artwork every so often.  It’s true, I myself suffer from “guy disease” (why change anything when what’s there is good enough?), but I really enjoy it when I go ahead and change the look of a room.

Why can’t we get it together like the dairy industry with its Got Milk campaign?  For one, it’s expensive, and we’re not the biggest industry out there - and in our industry, let’s face it, we’re kind of cheap.  The best attempt has been Larson Juhl, with their consumer advertisements featuring luxurious frames.  Wouldn’t we all like to have that kind of marketing budget – I’m grateful they are promoting not just their own company, but the concept of enhancing a home with beautifully framed artwork.

All of us in the industry are certainly competing with each other.  But we’re also competing against computers, grills, furniture and any other product trying to tap into consumers’ discretionary spending.  The more we can promote art in general while we promote our own companies, the better off we’ll all be.

Buy Art!