‘Living in the material world’ … where service wins over price

Written by Rudi Blackett on 20 December 2016.

Rudi Blackett Sign Digital UK Portfolio Director Copy resizedApplications, Ideas and Advice is the show theme for Sign & Digital UK 2017, and with good reason as the focus is very much now on output, applications and especially creativity. 

If the focus is on output and applications then the creative element of the process of making signage is even more crucial than before. If you want to offer your customer the best display and signage work, then creating visual impact has to be paramount. Imagine a wall graphic or an exterior or interior fit-out without that creative edge and spark, it just isn’t going to work.

This brings me on to the need for quality in the creative brief, the products used and the level of work done. The stakes are high when signage projects are in the public eye. In our age of increasingly sophisticated computer and mobile technology, fast moving goods and services, growing social media networks and eye popping cinematic graphics, the requirements have been raised considerably when it comes to quality as well as visual impact. 

As Sign & Digital UK continues to change and grow, we have seen an increase in material and substrates suppliers exhibiting at SDUK in recent times, and for the 2017 show the growing list includes APA Italy, Hexis UK, Soyang Europe, Neschen, Antalis, Spandex, Grafityp, Dorotape and many more. For visitors to the show this is good news as you can find many more new products as well as ideas to create new revenue streams. These suppliers are closely aligned with the creative process offering real ideas and advice on the many applications now available

The show website has full details of all the product categories and suppliers at the exhibition.

To tie in with this, we are also introducing a NEW Creative Theatre at the event. This brings the design and pre -press element of the market channel into play at the show. Topics in this new Theatre include digital advertising and signage, wall décor projects, materials for the future, the retail experience, colour management, vehicle livery and way finding case studies.

And now given this is an opinion piece, I thought I would raise the Price versus Service predicament.

In our material world price alone will not give you the result you want. If you are the client you have to insist on good service. There is no point getting the lowest price for the job and then complaining afterwards that the work is not at the quality you expect. It is often worth paying more to get that reliability and level of service from your suppliers. For Signmakers it is essential to sell your service along with the price. It is all too tempting to just lower your price to get the job. 

Good service wins over price. If you want to build a long-term business relationship, focus on service. It will stand you in good stead.

Rudi Blackett


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