A slam dunk for sports and framing: marketing merchandise and framing to sports-minded patrons puts one creative framer at the top of his game - The Creative Play store - Company Profile

Art Business News, July, 2002 by Tricia Bisoux

In addition, he teaches classes in card collecting at local boys' and girls' dubs. The results have been nothing but positive. By cultivating young collectors, he creates a youthful clientele eager to browse his more affordable offerings--with their parents in tow. "It brings people in," he said.

Voss' creative advertising methods don't stop with young people. He trades his services and memorabilia for rounds of golf at different golf clubs, offering him the opportunity to network with potential clients. He drops in at local sports bars to discuss his services and leave his card. And when the sports market is slow, he's created a backup business by developing relationships with five wedding photographers in the area to provide three-dimensional wedding boxes containing flowers, veils and photos for brides.

Voss knows he's batting a thousand with his marketing efforts with each new customer who walks in the door. Right before Christmas, for example, a man came into the shop and placed a baseball, bat and other items signed by Adam Kennedy, second baseman for the Anaheim Angels. Glancing up quickly, Voss asked him how he had acquired such a collection.

"The man told me he'd signed them himself," recalled Voss. It didn't take Voss long to realize that he was speaking to the second baseman in person. Kennedy came to The Creative Play, he told Voss, because he had heard "this was the place to come for this."

"Now that I've established myself in the market, I have players calling and agents coming in" Voss said. "I've worked so many years at this--it's fun to get to the point that people know me for what I do."

In a League of His Own

Creativity is well-used in frame design, but it shouldn't stop there, Voss emphasized. Advertising, display and customer incentives should all benefit from a framer's creative touch.

Showing off a personal passion or hobby helps build a better bond with customers, he recommended. It can help a store attract regular customers who share that interest and entice new customers with something unique. In addition, it provides framers opportunities to speak with hobby clubs in the community, offer classes on the subject and generate a reputation that sets them apart from competitors.

"Find something you have a passion for, and put it in the store. If you like boats, go to the model store, make some model boats and set up creative displays. If you love flowers, bring flowers into the shop," said Voss. Not only do customers appreciate sharing your passion, he added, but running a business built around something you love makes coming to the store that much more fun for your customers and for you.

"This store is called The Creative Play because I wanted a name that would work with art, with framing and with sport," explained Voss. ""Play' means to have fun. That's what I like to do, and being creative is part of who I am."