Word Marketing

Frameworks Gifts & Interiors

Frameworks Gifts and Interiors is an upscale gift and custom framing business in Columbia, Missouri. Along with their gifts and custom framing, they offer fashion accessories and interior décor items. Even though their inventory and services were quality, they faced a serious challenge concerning their location. Frameworks is located away from the traditional shopping areas of Columbia and a good distance from neighborhoods where the majority of their target demographic lives.

Word Marketing addressed this challenge by formulating a strategy that, when implemented, caused people to want to go out of their way to shop at Frameworks.

The Intelligent Creative concept of Gary traveling the world was born.
  • Campaign consists of an ongoing series of television commercials showing Gary at exotic ports of call, gathering treasures from across the globe
  • Commercials explain that Gary travels the world so "you don’t have to"
  • Customers drive just one minute north of the country club on old 63 in Columbia to own treasures from around the world
  • Items like hand-blown, hand-etched wine goblets from Romania or delicate, one-of-a-kind bird statuettes from the Far East are realized as well worth driving across town for
In 2009, in the midst of serious recession when other stores of their kind in Columbia had already closed their doors, Frameworks has seen growth well into the double digits. In April 2009 Frameworks saw a 51% increase in revenue over April 2008. In May they experienced increases of 32% over the same month the previous year and June ’09 came in at just over 36% above June ’08.

 

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