A Promo Frame of Mind

A Promo Frame of Mind

BY KAREN BUTLER

Few promotions have as much all-around appeal as the picture frame. Gender-neutral, great for home or office, and available at every price point, it’s no wonder more companies are jumping on board. “The obvious sign that the category has grown is in the number of suppliers that now offer just one or two frames in their line,” says Andy Arruda, MAS, president of Warren, R.I.-based Distinctive Brands Ltd. The company is one of just a handful that specializes in picture frames.

Warwick Publishing Co. in St. Charles, Ill., entered the field with an inexpensive paper frame in the late ’80s. “We were trying to develop a new product, utilizing the equipment and expertise that we had developed producing desk calendars for many years,” explains Phil Martin, MAS, national sales manager. “That’s when the Polaroid Instant Photo frame was born.” Currently, the company offers more than 70 different styles.

While paper frames and Polaroid pictures made for an affordable, on-the-spot promo, sturdier frames — with or without a photo — gained popularity as well. “For many years, the most popular frames were produced in solid brass or silver-plated brass with lacquer coating to prevent tarnishing,” explains Joan Dorfman, executive vice president of AITG Inc. in Chatsworth, Calif. “These were high quality, although more expensive than frames made in other metals. In fact, the quality and variety of finishes and stylish designs increases yearly.”

She’s not kidding. Today’s frames are made of paper, aluminum, wood, acrylic, pewter, resin, magnet and more. Mosier, Ore.-based Resource Revival even offers a line of frames made with recycled bicycle chains. “All of our frames are made from materials that are unique to frames but recognizable by the consumer,” says Graham Bergh, the company’s founder. Besides the 95 million Americans who consider themselves bicycle enthusiasts, the products also appeal to a growing population of environmentally conscious recyclers. And logical markets aside, they just look cool.

In and of themselves, frames are the perfect promotional product. Some of the reasons for this include:

• “They are usually filled with favorite images of loved ones, friends, pets or even oneself — eliciting a very positive emotional reaction.” David Goldfarb, marketing manager for Evans Manufacturing in Garden Grove, Calif.
• “They offer ample room for imprinting — and link the corporate logo to the fond memories inside the frame.” Darrel Weaver, business development manager for Reno, Nev.-based Skagen Designs.
• “Even over time, the frames will continue to generate top-of-mind awareness of your advertising message.” Lori Bauer, group product manager for Clearwater, Fla.’s BIC Graphic USA.
• “Pictures can be changed any time, but the frame with the logo stays.” Alexa Wiviott, marketing manager for Illini in Vernon Hills, Ill.
• “The combinations of materials, variety and styles is limitless.” Stan Rosenberg, vice president of Chicago-based Victory.
• “They can be engraved, the glass of the frame can be etched or a photo insert can be personalized with the company logo or campaign theme.” Catherine Dao, customer service for Playa Products in Irvine, Calif.
• “The photo part can be inserted with a message or invitation.” Wendy Simons, International Merchandise Concepts’ vice president of marketing, Agoura Hills, Calif.

Frames have gained additional longevity because of their ability to multitask. They’re being paired with clocks, perpetual calendars, albums or spinning displays that hold multiple photos, pop-out magnet shapes and key chains. A logo is sure to be seen when paired with a personal photo and attached to the house keys or refrigerator.

Because of the sentimental value of photographs — and the leaps and bounds in digital camera technology — frames should be at the forefront of your promotional arsenal. “Rarely is a frame thrown in a desk drawer, hall closet or in a pocket never to be heard from,” says Jason Corsetti, director of marketing for Benchmark Industries LLC in Riverside, Calif. “Frames are placed in very visible locations. Every time one looks at the picture in the frame, the promotional message is reinforced.”

Frame by Frame
Here’s the scoop on a few recent frame promotions distributors have put together.

• A frame from Agoura Hills, Calif.-based International Merchandise Concepts was chosen for a corporate customer’s golf tournament. At the event, pictures were taken of each player. Within a short time, players were sent their framed 5-by-7 mementos.
• Riverside, Calif.-based Benchmark Industries LLC provided logoed frames to a vacation resort. Each guest that visits the resort this summer will receive a frame with a picture taken on the premises.
• A large haircutting chain wanted an item that would keep young children busy while they were waiting to get a haircut. Warwick Publishing Co. in St. Charles, Ill., offers a frame that can be colored. Each child was given one of the custom-designed frames — with room for the date on the back — and crayons. After the haircut, the child’s picture was inserted into their individualized creation.
• Dedham, Mass.-based Benjamin Martin manufactured and shipped an order for 42,500 frames within 4.5 weeks of receipt of order. The frames had a logo, custom insert and custom packaging.