As the saying goes, "United we stand, divided we fall". Independent custom framers have always struggled in being able to keep their independence and yet have a big enough voice to be heard. The purpose of LIFE is to give the local independent framer a voice and level the playing field in promoting their business as a local expert, while at the same time maintaining their independence which makes them unique and able to respond to customer needs.

Joining together with other local independent framing experts will give us a voice that can be heard above the fray. Together we can build LIFE into a recognized brand for our industry.

There have been other efforts to bring independent framers together in the past but they have all failed for one reason or another. One of the big factors was the cost to join and the fact that much of their independence was given up by being part of the group.

We will do this one shop at a time by using LIFE in our promotions and using the supplied tag lines as well as others that partners develop and share, such as Bring Your Art and Memories to LIFE. By joining together with other LIFE partners within your trade area, opportunity will be there for co-operative advertising as well as co-op buys from suppliers.

This effort is really about self promotion of your Local Frame Shop. As you promote yourself using LIFE we can build a brand that people will recognize when ever they see the LIFE logo. We encourage your creativity as you use LIFE in promoting your business. We will develop marketing ideas together as the program builds. We encourage you to share your ideas with other LIFE partners and to encourage other independent framers in your area to join our mission.

Some independent framers have a problem with the idea of cooperating with other local framers. I encourage you to think of it like this. Many car dealers will co-advertise together to get the reach and bang for the buck. The idea is to cooperate until you can get the customers in the door, and then you have a chance to impress them with your skills and selection. You first have to get them in the door.

     Regards, John P Barlowe

For more information on becoming a LIFE^sm partner