“How much will my banner, trade show graphic, display (or any other large formatprinted graphic) cost?” is almost always the first question we get when a client calls us. Everyone’s price sensitive, especially in these tough economic times. But lowest price doesn’t always translate into the best option or value for the dollar.
The Games We Play
Many “low price” vendors in this arena use questionable and, often, objectionable tactics and practices to get your business. Here are a few to watch out for:
- Bait & Switch—Betting that you won’t or can’t see the difference in the quality of the material they’re printing on, many vendors will print your pop-up banner on paper and them laminate it, for example. Paper has a “memory” and once you’ve used it a few times, the banner ends up curled, delaminated and deformed. Always insist on poly-film.
- Print Quality—Many vendors will not inspect the final printed piece before they assemble the display and ship it. Ink splatters, pixilation, color correction and other quality issues surprise you when you open the display, usually the day you intend to use it.
- Inferior Hardware—We’re in a “commodity based” business. Lower prices almost always mean substandard materials including the hardware. Cheap hardware lasts one, maybe two, uses. If you want your display to endure numerous uses over several years, insist on quality hardware.
Comparing Apples to Oranges
There will always be vendors willing to sell inferior products to clients who don’t realize the difference between price and value. The best buyer is an educated buyer, don’t get sucked in by cheap tactics to sell you a cheap product.