Women have long been credited as the primary purchasers of goods and services for their families. However, beyond women’s power as the “buying” decision makers, women also serve as the family’s Chief Memory Officers (CMOs) and it’s important to acknowledge this role when you are marketing your services to her. Women respond to marketing communications when a business shows they really understand her interests and can help provide support to further them.

You can be sure that women are the ones maintaining the family albums, scrapbooking to mark special occasions and are prepared at every event with a camera in hand. This job is an important one for women because they take chronicling their family’s history very seriously.

Managing memories can demand a heavy workload and it is no wonder that women find themselves falling behind on their photo albums or scrapbooks and are left feeling frustrated. Custom framers can serve a unique role for CMOs as their trusted partner to make their lives easier and to bring their memories to life. Here are some tips to help women fulfill their role as CMOs:

 • Family Tree: Consider holding in-store events about
   researching and displaying family trees. Look to
   resources like www.ancestry.com for instructions and
   then show her ways that matting can be customized
   to reflect her family.

 • Children’s Art: Tackling volumes of children’s art can
   be daunting. Too precious to toss and too big to store,
   custom framing kids’ art for their rooms or for a
   playroom is a wonderful way to capture and honor
   children’s hard work. Women can chronicle the name
   and age of the artist on each piece and work with
   custom framers to regularly swap out artwork to keep
   the gallery current or add more pieces to the collection
   with similar matting and frames. Remind mothers that
   a wardrobe of art is a great gift idea for grandparents.

 • Special Events: Invite customers to a mother-daughter
   event for Mother’s Day and encourage daughters
   to create a special gift for their moms with custom
   shadowboxes. Give suggestions on combining different
   mediums (photos, keepsakes, text) and making the
   details pop with unique matting.

 • Holiday Memories: Take some of the pressure off the
   holidays by offering an annual invitation for women to
   bring in their favorite holiday cards, concert programs,
   even dried mistletoe, to create new customized
   treasures for every year.

If you reach out to women acknowledging their role as the keepers of memories and history they will reward you with their business and loyalty.