It’s impossible to combine high quality, excellent service, and low prices. At Croativno graphic center in Split, potential clients sometimes explain to us that they’re looking for the “best offer”, but in conversation, it turns out that they mean the cheapest offer. Our graphic design center is oriented towards high quality, excellent service at a fair price. High quality means a lot of things, and I can’t list everything now, but here are a few things to better understand what I’m talking about: excellent design, top-quality materials, original colors. What does that mean in practice? One of our popular products is a canvas print on artist canvas. Our slats are 3cm thick and have a French joint with pegs. They have protruding edges so that the canvas does not lean on the slat’s entire surface. The canvas is of top quality, 100% cotton with a high weight without polyester, and we don’t use cheap substitute colors. We don’t work with water-based colors that fade or spread when in contact with liquids. When a client tells us that they’ve found someone who does the “same” product, for example, 30% cheaper, they’re not aware that it’s not quite the same product. A few days ago, I saw a van with a design that wasn’t done by Signarama on a parking lot, which you can see in the attached photo. The film has cracked so much that what should be the company’s advertisement is unrecognizable. That owner probably also looked for the “best” offer. Such an offer ultimately turns out to be the most unfavorable because, in this case, it’s necessary to remove such cracked film, which is neither easy nor cheap, reprint the material on films that are designed for such jobs and are significantly more expensive than the inadequate film used for this job, and use original colors instead of cheap substitute colors of questionable quality.
Top-notch service means answering the phone call after the second ring, staying in touch with the client until the job is done, and fixing your mistake in case of a complaint without avoiding responsibility.
To sum up, if you use high-quality, more expensive materials, provide good design and top-notch service, you cannot be price competitive with someone who doesn’t do that because you have higher costs. When a customer makes a purchase, they have a price to pay and a cost. The price is paid only once, and the cost appears in the use of the product. In this case, with the van, the cost will eat up the savings achieved by paying for the vehicle’s wrapping with inadequate materials, and the job will have to be done again, with an additional cost of cleaning the vehicle.