Cost control is a constant challenge marketers face. Companies push to do more with less.
Having been selling display products for over 20 years, I have learned first-hand about the differences in the quality of display products.
There are three areas of concern when you purchase a display: the display structure, the graphics, and the service. Some elements of each may be more important to you, as the buyer, than to others. Here are things to consider when you purchase:
Display Structure
Quality of the metal - Heavier, thicker metal is going to withstand use over time but add shipping weight and cost.
Packaging - The extra time and materials to package your parts in a way that
protects them from damage during shipping will save you money
Originality/customization - Both cost more money than a "kit", but if that's
not important to you, save your money to spend on something that is.
Graphics
Materials - Graphics are printed on lots of different materials now, and the material
can make a big difference in how the graphics look and how they wear
over time.
Color Matching - Is color matching of your company colors or matching new graphics
to existing ones a priority? Make sure you can get that service.
Proofing - Eproofing is pretty standard now, and everyone should demand at least
that level of oversight, but if hard copy proofing is necessary, make sure
it's available.
Service
Parts availability - Many "less expensive" options don't offer replacement parts. Maybe
that's ok, depending on the price point, but it can be frustrating if you don't know
that up front.
Warranty - Knowing what the warranty time frame and coverage is can make a
big difference if something breaks. A better warranty will probably
mean a bigger price, but it may be worth it.
Personalization - Do you have a good point-of-contact at your vendor? Some
are now doing away with that service, but I personally don't like to deal
with a company that doesn't have a designated customer service rep that knows me.
Knowledge - Experience is the best teacher, and when I have an experienced resource at
a vendor company, I have a higher level of comfort. That person can save me
when I don't know the questions to ask.
