business 101

Buyer Checklist…

Avoiding low-bid exterior signage

Sebastian Pedreira

After years of cost cutting, retailers big and small have unwittingly created a cheating-prone climate for buying external signage.

Cheating is more common than you'd think, as buyers have routinely pitted exterior signage vendors against each other to win low-bid contracts, then failed to check to see if they got what they paid for.

While electrically powered external signage may look fine on the outside, subtle shortcuts can pose a fire risk, increase liability, hurt brand image, and cost much more in maintenance and installation.

POTENTIAL PROBLEMS

In today's price-driven market, many sign vendors are outsourcing to locations outside the U.S., where there is little quality control. The result can be products with parts that don't match the specs, don't meet UL requirements, are poorly constructed, and could even be a liability risk for fire or injury.

Because many buyers don't know how to spot or are not routinely checking for these shortcuts, they are not often discovered until it's too late.

Even national retail brands are not immune to being cheated on signage.

When Signage US, a third-generation, family-owned signage provider based in Meriden, Conn., inspected signage supplied to a major company by a national sign company on contract, they found numerous shortcuts.

These included: the use of thin, reclaimed sheet metal on the sign's back; visible gaps, some larger than 1/4″, between sign face and cabinet; and duct tape adhering the sign face to the sign cabinet.

Specsavers: Signage for this UK-based chain really works

CHECK IT OUT

Here's some key shortcuts you should look out for.

√WEATHER. “Failing to build to local weather conditions, such as for wet, cold winters; dry, hot summers; or excessive humidity can accelerate signage failure,” says Robert Laurencelle, president of Signage US.
√UL COMPLIANCE. Supplying non UL-compliant power components instead of those specifically specified as UL-compliant can also cause problems.
√SIZE. Blatant signage cheats occur as well, such as bidding on a 122″ sign, but delivering a 116″ one to save on materials.
√WARRANTY. A subtle but potentially costly cheat takes place in the “one-year warranty” of many signage vendors that actually covers just 90 days before parts and labor become the responsibility of the business owner.
√ADD-ONS. Watch out for tacked-on costs for basics like painting the sign.

BEAT THE CHEAT

Steer clear of shortcuts in quality with these helpful tips.

√MULTI-YEAR WARRANTY. One of the easiest ways to get quality signage at a reasonable price is to choose a vendor that offers a multi-year warranty, including parts and labor. That way, if anything goes wrong, the signage is promptly repaired on site, and you have no out-of-pocket cost.
√THIRD-PARTY. Third-party partners can help ensure that exterior signage meets all required safety standards and specifications, including installation. They can also help with signage contract conception, specification, and inspection.
√PENALTIES. Create contractual penalties for signage cheating or missed specifications. This option can quickly offset the cost of involving a third-party partner.

For more information, visit signageus.com. EB