We all appreciate a good bargain, but a cheap sign isn’t always a bargain and may reflect poorly on your company. In this week’s article, we present some common pitfalls to avoid when shopping for signs to promote your business, organization or event.
“Cheap” as Buying Criteria
Certainly price is a consideration, but should never be the most important factor. If you don’t agree, come see me the next time you need a car – I can get you a 1970 Ford Pinto that certainly will be cheap. When shopping for a car, you consider a number of criteria beyond purchase price that may include comfort, longevity, cost of maintenance, fuel economy, convenience, reliability, and even the image you project. If your business is your livelihood, the image you project is just as critical in signage. A sign that’s cheap but doesn’t last or that reflects poorly on your company is no bargain.
Material And Fabrication As Criteria
In a ever increasingly competitive market, sign manufacturers resort to using substandard materials with the intent of competing solely on price, with no regard for the image presented or longevity. This seems particularly prevalent with online retailers. These retailers lure customers with low prices and rely on volume. A reputable sign manufacturer relies greatly on referrals and repeat business, and as such, can’t sell something that’s not suitable.
One such online retailer sells vehicle magnets made of paper thin magnetic material. The print is not laminated and the vinyl applied to the magnet typically begins separating from the magnet as soon as it’s rolled up for shipping. These magnets are so cheap that no reputable vendor can compete, but honestly aren’t worth even the cost of shipping. Sadly, we frequently end up making replacements for customers that have been duped by online suppliers. If we were to make vehicle magnets from the same material, in the same volume and using the same fabrication process, we could compete with the online retailers. But we won’t – we’re too dependent on repeat business. Frankly, this type of “dumping” is just plain dishonest, and certainly not in the customer’s best interest.
Below are samples of what you get from online retailers that lure you only on price. This magnet isn’t old, but the print has cracked and flaked, there’s no lamination and the print has pulled away from the magnet leaving ripples through the print, especially visible at the edges.
Service As Criteria
When you need signage, we offer design services and consultation to help you select the right product and design for your specific needs. When you buy from an online retailer, this type of service probably isn’t an option. You may have a menu of existing designs to choose from that can be modified to incorporate your company information, but you probably couldn’t call to talk to a knowledgeable consultant to inquire about the best selection of font and color contrast to maximize the effectiveness of your sign.
Another example, a new neighbor in our industrial complex is an electrician that bought vehicle magnets for his truck from an online provider. The problem is that his truck has a compound curve horizontally through the width of the door. As such, the magnet doesn’t adhere properly, so he put duct tape around the edges of the sign. When the tape began to separate, he put on another layer of duct tape, then some black electrical tape. Think about how this affects his company image. A sign that’s visible for all the world to see presents an undesirable image of workmanship and professionalism. If he’ll cobble something together that everyone can see, do you really want him working on your electrical panel or inside your walls where it’s not typically seen?
Personally, I think his sign does more harm than good. To the point, I wouldn’t consider using my neighbor as an electrician even if convinced I wouldn’t have circuit breakers held in place with black tape. The level of professionalism lacking gives me an indication he doesn’t care about the image his company presents.
Had he come to us for his sign, we would have advised him not to use magnetic signs on this truck, and would have presented more suitable solutions to promote his company, and to present a more professional image.
Community As Criteria
At Spectrum Signs, we are firm believers in supporting the local community that supports us. Beyond significant discounts for schools, churches and local sports teams, we support fund raising for selected local charities and buy our material from established local vendors.
By dealing locally, we’ve established trusted relationships with our suppliers. Should an issue ever arise, I know I can pick up the phone, speak to a representative I’ve met and that knows me personally. As part of a long term relationship and mutual trust we’ve worked to develop, I know my issue will be resolved.
Time And Convenience As Criteria
Your time is of value – bear this in mind when selecting a sign supplier. If you need a banner for the same or next day, a local provider is your best choice. With some guidance on desired appearance, the task can be turned over to a designer and you can get back to running your business. When working with an online vendor, your choices are to settle for an existing base design, or to design your own from scratch and upload your design. Unless you’re an experienced designer, designing your own could take hours – hours that you’re not focusing on other aspects of your business with which you are more familiar.
We recently had a customer call for a quantity of real estate A-Frame signs. We discussed various frame options, suitable substrates, design and composition over the course of perhaps 10-15 minutes. When the desired product was known, the customer was given a competitive price for her signs in the quantity desired. Without hesitation, she responded “you’re high, I can buy them online for $5 less”.
My mind raced with questions:
- Can you see the frames, substrates and representative designs in advance of making your purchase?
- What is the net sign cost from the online retailer after shipping. Does this include insurance in case there’s damage in shipping? How will a production and subsequent shipping delay affect your event if signs are damaged and must be replaced?
- Is your business dependent on local customers, and if so, do you support the community that supports you?
- We offered fulfillment and delivery in 2 days – what commitment did you get from the online vendor?
- My price included design services – does the online supplier’s price include your custom design, or is your only option to choose from a menu of existing designs for modification? If comparing custom to custom design, have you considered what your time (or a designer’s time) is worth for you to create your own design to upload?
- If you don’t value your time or are willing to design your own, do you have relevant experience in sign design, qualified to choose design elements, fonts and colors that optimize appearance, legibility and contrast?
- Instead of negotiating with me on price, can you call the online retailer, consult with the president for 10-15 minutes, then negotiate with him to match us on the quality of materials, composition, service, design, and support. If that’s an option – how are they priced then?
When you need signs for your company, organization or event, we’d be happy to help you avoid common pitfalls – just give us a call or stop by.
About Spectrum Signs
Spectrum Signs is an independent, locally owned, full service sign manufacturing company located in south Orange County – Mission Viejo, California. We are affiliated with over 240 independent sign companies with access to resources nationwide. This affiliation provides significant discounts from sign suppliers, and allows us to offer competitive pricing without compromising in quality and service.
For more information, contact:
Spectrum Signs
23382 Madero Suite L
Mission Viejo, CA 92691
(949) 297-3800
