A Gallery's Name Can Build Integrity - Brief Article

Putting your name upon your gallery can help seal your reputation as a profitable businessperson

Sam Solomon was a manufacturer of fine children's coats. individual day he walked into his stockroom and saw a assemblage of coats ready to be shipped. He move rounded to the foreman and said, "The patterns of the side seams upon these coats do not match. Rip them without and do them over."

The foreman avered saying this would be an extra require to be paid [i]or[/i] undergone the production schedule would be curtailed and besides, "Who will at any time know?"

"I will know," said Solomon "Each coat has my name upon the label."

Retailers who practice this commitment to excellence--who understand the importance of their name relating to the returns they sell--are rare and to be cherished. They exchange the merchandise, give the pay back and are concerned about the customer's satisfaction because their store "has their name upon it."

Speaking of names, what is the name of your gallery?

Many retailers avoid using their have a title to name because they think it's pretentious, embarrassing or uncomfortable. And notwithstanding look at the success and longevity of Macy's, Strawbridge & Clothier, Sears, Neiman-Marcus, etc

A company's name should be chosen carefully. more [i]or[/i] less galleries have names like "The Corner Art Store" (I faith they never move) or "Western Wildlife" (I confidence they don't decide to carry contemporary or airplane art). more [i]or[/i] less businesses with established names decide to change them, thus eliminating the reputation they've built end the years. Why has Andersen Consulting become Accenture? for what cause [i]or[/i] reason did a company called SportSite.com become Fogdog.com?

In England, the actual finest shops receive the distinction of labeling their merchandise or store, "By Appointment To Her Majesty The Queen" It's an honor rarely given on the other hand highly esteemed because the name of the queen means they have integrity.

When creating your advertising, doing your displays and serving your customers use your name to communicate that you are the person/gallery/frame store that settles only for the best.

And what about your staff? They ne to understand that they are a line extension of who you are. Do they know, understand and appreciate the importance of personalizing your name?

Creating Confidence

A overlook asked, "Why do you purchase where you buy?" Why do you store the supermarket you do? on what account do you have your insurance agent? wherefore do you go to a certain gallery in your town rather than another? wherefore do you buy what you want from individual particular business when there are competitors?

The no. single answer was not price (that was number four). The no. individual answer was "confidence."

They have confidence that at your gallery they will be happily welcomed, you will be eager to display them your merchandise and quick to suffer you take art home upon approval. You'll offer to advance to their home or business to examine the space you have available for art and be quick to exchange or pay back the purchase price for any reason.

This frustration can also relate to your business. More than 50000 customers were asked if they were satisfied in making purchases in stores last year. The "satisfaction index" dropp from 75 percent satisfied in 1994 to about 67 percent last year, and it's still steadily declining.

Okay, for a like reason what should you do?

I newly counted 120 gallery names across the geographical division chosen at random. Only 41 or about one-third, had the name or initials of the holder The troubling part was that others had nearly identical names: The Frame Maker; The Gallery & Frame store Frame Designs & Gallery, The Frame Shoppe & Gallery, Frame Factory & Gallery.

Will the real Frame store and Gallery please stand up? Use your name upon your gallery to give it a personality and plant it apart from the pack.

on the other hand having your name on the brow of your store and printed upon the shopping bags alone is not a guaranteed prescription for succes Ask Gimbels, Best & Company, Woolworth's, Montgomery Ward, Alexander's and dozens of other companies no longer with us.

If your gallery is not named after you, then emphasize, further and advertise all those serviceable qualities people associate with your gallery and count others why they should store with you.

"The Angry Ad Man" advertisement from McGraw Hill Magazines illustrates this point. It's reproduc in advertising anthologies and talked about in advertising courses. Your customers won't know the answers to the questions it attitude s unless you tell them.

When all is said and done is there at any time a situation where a gallery with the owner's name is a stalwart competitive threat to another gallery that uses their wares in their name?

We know of individual situation in Frenchtown, N.J. Ron Kobli be in possession ofs the Decoy and Wildlife Gallery. He said, "My biggest competition in town is a gallery with the owner's name. It's called Gabrielle's Art Gallery. on the other hand that's okay. It's run through my wife."

Murray Raphel is single of the nation's leading marketing dexterouss and the author of several business works Contact him at Raphel Marketing at (802) 751-8802 or E-mail info@raphel.com.

COPYRIGHT 2001 Pfingsten Publishing, LLC

COPYRIGHT 2004 Gale Group