A Values Journey with Arrow

A Values Journey with Arrow
By Lynwood H. Davis August 2006

The Origins of Value
For centuries, the ancient English Guilds recognised the value in enhancing the reputation and efficiency of the trade, attention to detail, a common purpose to eliminate defects and the passion for learning fine craftsmanship by direct experience with master craftsmen.

150 years ago the forefather of Arrow, William Barr’s father was indentured into such a Guild learning the fine craft of engraving watch cases. It was no accident that William inherited the guild values and through his sons Keith and Robert, built Arrow Engraving and Foundry, the forerunner of today’s modern foundry technology embraced by Arrow Bronze. The family grew the business based on the trust and respect of their clients who appreciated the values inbuilt into their products. Those values still stand today – the relentless pursuit of Innovation, Quality and Service and the commitment to exceed client’s expectations.

Quantum Leap 1
The value of cast bronze became apparent in the 1940’s, when the Barr brothers realised cast bronze plaques offered new and exciting value to their clients. Their application for memorialisation was led by the Necropolis Springvale on cremation walls and was soon followed by the major cemeteries and crematoria across Australia.

The respected quality and service values of Arrow Engraving and Foundry were now enhanced by a product that had its own unique values - unsurpassed durability, elegance and the practicality of raised lettering, crafted borders and bas relief designs. Combined with attractive pricing, a formidable marketing force emerged and the traditional modus of memorialisation in marble and granite was overwhelmed.

Interestingly, the values of bronze memorials, perceived by community and cemetery are similar but subtly different. To the community the need to remember with eternal memories is satisfied by a product that is warranted to last a life time, can be personalised and has all the elegance and beauty associated with bronze memorials since 1800BC, easily attainable and all at an affordable price. To a cemetery, the important values include the ease to offer and sell, fast turn around, simple to apply in the field, minimal maintenance and an asset to enhance their grounds, gardens and lawns.

The ensuing decades saw Cemeteries and Crematoria developing garden options to meet the increasing demand in cremation. Lawn burials continued to grow in popularity. Bronze plaques, although increasingly preferred over stainless steel and brass engraved plates, became commoditised. The introduction of vase attachments and ceramic photos certainly added some value. However, whilst sizes and application varied amongst the sites, most cemeteries standardised on styles, border, line allowances and motifs for their particular memorial options. It was a period of consolidation in bronze offerings.

Quantum Leap 2
This era of commoditisation did not stop Arrow Engraving and Foundry finding new ways to add value to their production processes and ultimately the value in their products. Norm Barr, then leader of the Arrow organisation, carried out extensive studies in Japan and in the 80’s introduced new pattern technology using computer graphics and photo sensitive resins. He also developed close relationships with his albeit “big” sister company Matthews in the USA and found ways to improve painting and finishing techniques which ultimately led to Arrow’s acclaimed Diamond ShieldTM finish. These two innovations led to a multitude of new opportunities in personalisation and presentation of bronze plaques.

Whilst many people like the concept of the beautiful verdigree finish of a bronze plaque, a finish that all bronze will attain in time, many liked the warm lustre of natural bronze highlighted against a dark finish. Diamond ShieldTM offered the industry a more robust finish that prolonged and enhanced this effect far longer than previously possible.

Throughout the 80’s, 90’s and early 00’s, the ever increasing consumer demands of the community, particularly those of the emerging Baby Boomers, was matched by continued progress in the sophistication of modern technologies in graphics and pattern making. More variations were made to the range of sizes, shapes, layouts, inscription styles, borders and motifs available to the community. Alternate background colours were offered with a plethora of hues available on demand. Cleaning, refurbishment and maintenance kits appeared. Solid bronze and other urns became popular as a more elegant alternative to plastic. The development of sculpted borders on a vast range of burial and cremation memorial plaques added further value and capitalised on much of Arrow’s existing bas relief designs done originally by some of Australia’s leading artists and sculptors. Now bronze memorials could be made to a new level of uniqueness and personalisation.
 
Cemeteries and Crematoria also benefited as additional revenues could be raised in memorial sales. Clients were willing to pay extra by upgrading to new levels of value added - a welcomed benefit as the costs of maintaining cemeteries grew with the rapid development of lawns and gardens.

This quantum leap in bronze offerings was complimented by a new age in service provision initiated by Arrow Bronze and designed to assist Cemeteries and Crematoria add value to their sales.

1996 saw the introduction of ArrowScript, a plaque design and ordering package that revolutionised the way client services staff interfaced with the public. The immeasurable customer service benefit of an instant replication of the plaque for their loved one dovetailed into the cemeteries’ ability to easily add in value and ultimately improve the revenue per hour of consultation. Coupled with faster turnarounds, this was a win-win for both the industry looking for revenue and the public who crave for uniqueness, personalisation and fast service.

New support literature was released spear headed by Arrow’s Sales Guide launched in 1999 and a whole range of product fliers and catalogues designed for specific and general applications. Arrow provided access to its full range of emblems with the release of a CD Emblem Browser. A comprehensive website was built with information about the industry, memorialisation, products and services and special links for plaque ordering, information, notices and technical service. Online services were pioneered whereby cemeteries can interrogate Arrow’s data base and view order detail and progress, invoices, sales history, pricing and other general information. The inbuilt value to Arrow customers was enhanced as cemeteries could quickly gain important information to improve their own service capabilities.

Quantum Leap 3
If the innovation and growth, particularly of the last ten to fifteen years seemed exponential, a new values concept, Lasting MemoriesTM is set to again revolutionise bronze memorialisation. Developed overseas some years ago and perfected during 2005 it has already captured the imagination of the industry. This innovative, patent pending process uses the advanced capabilities of digital photography, graphics, artwork and modern factory and foundry practises to deliver a product that is second to none. The process builds on the traditional values of bronze, but enters a whole new world in value for quality and money. Firstly, it offers a pictorial biography in bronze using a fine detailed bas relief replication of a series of specially chosen photographs and inscription. Secondly, the technique delivers these magnificent bas relief castings without the massive expense of sculptors and modellers and the long associated delivery times. Available for both large burial plaques and small cremation plaques, the next decade will see the exploitation of this exciting quantum leap in value adding.

Quantum Leap 4?
Who knows what the next quantum leap will be. The Barr family set a high standard of excellence and even though they are no longer involved, Arrow Bronze will continue to honour those guild core values of long ago. Based on the lifetime warranty, elegance and fundamental opportunity for unique personalisation offered by bronze, Arrow looks forward to being at the spring board of innovation.