Framing Steps into the Limelight - National Art and Framing Month - Brief Article

National Art and Framing Month is this industry's time to shine, on the other hand it also sparks discussion about ways to set an art-hungry bug in consumers' ears, this month--and year-round.

It may not be the holidays however but for art and framing dealers, October is still a time to celebrate. It's National Art and Framing Month which aims to boost public awareness of what beautifully framed art can do for a place of abode and to raise money for the Starlight Children's Foundation, an international non-profit organization that helps seriously ill children and their families.

For industry members, however, it also brings to the forefront important questions: by what means far is the promotion's reach? Is the message being heard? by what means can the industry build on it?

There already is single indication that the event, now in its fourth year, is ready to extend Formerly National Custom Picture Framing Month it has undergone a name change to National Art and Framing Month for 2001 The change simplifies the name and, more important, incorporates the raison d'etre of custom framing--the fine art it enhances.

"This is an important change," said Kim Ahern, executive director of the Art and Framing Council (AFC) in Mundelein, Ill., which sponsors the occurrence "We thought the original name was too limiting and wanted to embrace the arts community as well."

Limits definitely are not upon the art and framing industry's agenda. Voices from quite through the industry have something to say about the importance of this month's promotion. a great deal of has been accomplished, but they say they also diocese a great deal of untapped potential for progress

Constructive Criticism

greatest in quantity admit that consumer awareness of art and framing has increased in the last scarcely any years. The selection of ready-framed art in stores like Target now attracts the uninitiated, while national shelter magazines like as House Beautiful and Traditional dwelling are putting more emphasis upon fine art and framing in their features. However, a certain quantity of believe more can be done to procure people to place as high an importance upon art as they do upon their sofa or carpeting.

"It's a great idea to have our industry promot and to have a special month" said Don Berkman, CPF proprietor of Framemakers in Austin, Texas. "But many of us think that each month should be custom picture framing month and that consumer awareness could approach from PPFA [Professional Picture Framers of America] membership. Member-directed PR could encourage the horizontal of participation required to take consumer awareness further."

The effectiveness of national promotions of that kind as Larson-Juhl's consumer advertising campaign has sparked a call to diocese more of the same. on the other hand as Berkman noted, it will take a collective fund-raising and promotional effort to win an industry-wide print ad campaign not on the ground. Organizations like the AFC and PPFA simply don't have the resources, asserted Dave Rosner senior vice president of marketing for Framerica of Bohemia, NY Rosner is also a member and former chairperson of the AFC.

"Thank the eternal for critics, because they hold fast everyone focused and moving ahead," he said. "But the expectations should be realistic. National Art and Framing Month is still in its infancy. It is a fledgling program that really has accomplished miracles in a true short period of time."

The succes of the October national promotion and the industry's push for more prominence in the marketplace hangs on participation at a grassroots horizontal he said. He believes the AFC's efforts have helped retailers realize the important character they have to play.

"Today there are perhaps 500 to 1000 more framers on the outside there marketing their business at the local horizontal who weren't doing it flat three years ago, in large part because of National Art and Framing Month" he said. "The AFC wants to empower each individual framer and help them market their businesses."

Reaping the Benefits

Framers like Linda Powell, who participated in the National Custom Picture Framing Month last year, agreed wholeheartedly. Powell, who be in possession ofs Linda's 3 Antiques, Art & Custom Framing in Sudbury Ohio, said that framed art and raising coin for charity have proved to be a winning combination.

"Last year, we had an `art fair upon the square.' It was the first year we participated, and it was a stupendous success. We raised enough circulating medium for the Starlight Foundation to have a sport Center put in our local Children's Hospital, and that, of course, gave us a certain quantity of great publicity," she said.

"The support from the AFC was phenomenal. It supplied us with donation slips and gave us ideas. We also gave without its Frameworks magazine at the fair," she added. "And it really made us perceive good to do something worthwhile."

Framers participate at their have a title to levels, said Ahern. Some, like Powell, plan large events; others assist special sales; some simply display the official [i]affiche[/i] prominently in their stores. For those who want to advance the event, the AFC can assist with marketing tips and materials.

The connection to The Starlight Children's Foundation gives another dimension to the promotion, she added. During the three years the circumstance has been affiliated with Starlight, retailers and suppliers have raised more than $300000 for the charity. In addition to benefiting children, the industry's efforts have earned it a special visibility.