The primary customers for signage are other companies, presumably run by professionals that understand the difference between price and value. Yet too often in the sign industry, it seems price is the only, or most significant factor considered when choosing a sign vendor. This approach can be detrimental to the company’s image, and may end up costing you more in the long run. In this article, we explore common pitfalls in signage shopping.
When you’re in the market for a new car, it’s unlikely you consider only the lowest priced car model available. If price were the only consideration, we’d all be driving the same car – the cheapest care on the market. In actuality, we consider a number of factors before choosing which car model to buy:
- Durability
- Reliability
- Comfort
- Image
- Convenience
- Manufacturer Reputation
- Safety
- Price
- Maintenance and Repair Cost
- Value
Though some sign companies try to compete on price alone, doing so long term means they must cut corners, often resorting to using substandard materials and processes. At Spectrum Signs, we regularly provide signs and graphics to business customers that bought a bargain product the first time, only to discover it didn’t last, reflected poorly on their business and needed to be replaced. The bargain supplier was interested only in making a sale based on price, not developing a business relationship and doing what’s right for the customer.
Some sign companies may quote a low price initially just to get your attention. Once you’re at their shop, they will likely try to up-sell, only then explaining the difference in options, materials used and associated cost. Once you’re in the door, you’re a captive audience, possibly to the exclusion of other vendors as now you have time invested in your purchase.
We recently removed a vehicle wrap for a local company that shopped a bargain at the time the wrap was installed. The wrap was on a vehicle leased for 3 years, so the business owner was sold on wrap material not intended for long term use. Compared to quality ControlTac wrap material and laminate from 3M, he saved considerably on the cost of the vehicle wrap initially. However, after 6 months, the wrap showed signs of weathering. What should have been an eye-catching graphic design soon became an eye-sore, especially close up. The bargain wrap did not reflect his company’s image as intended.
At the end of the 3-year lease, the wrap material had become discolored and weathered to the point of being brittle. Instead of removing the wrap in large sheets, the brittle material came off in pieces smaller than a postage stamp. Much of the wrap had to be scraped off instead of being pulled off. Scraping leaves a gummy adhesive residue that must be removed with expensive orange peel extract, making for 2 passes over much of the vehicle. What should have been at most a 3-hour job to remove the wrap became an 11 hour nightmare. This bargain wrap certainly was not a good value.
To avoid a mistake when shopping for a signage supplier, identify what factors to consider and prioritize or rank each factor. Your list may contain many of the same considerations used when purchasing a car. A sign’s primary purpose is to communicate a message and promote your company’s image. If price is your most important, or your only consideration, you may undermine the company image you’re trying to represent and end up paying more in the long run.
For more information, contact:
Spectrum Signs
23382 Madero Suite L
Mission Viejo, CA 92691
(949) 297-3800
