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Thoughts - advertising rock bottom rices on your website

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David Hammond

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Post Mon Jan 07, 2019 5:53 pm

Thoughts - advertising rock bottom rices on your website

I'm finally getting around to finishing our price guide for van signage after cutting it down to the minimum and taking some inspiration from another company who publish a guide on their website.

One thing I did notice was the prices advertised are alarmingly cheap... a small van, 1 colour, is advertised at £65+VAT, however, reading the text it clearly says the price is for exactly what the visual shows, so I assume a charge for additional phone numbers, address etc, and the price is based on artwork supplied, of course very few customer can supply it correctly.

Whilst we're not really in the market for the budget customers, it did get me thinking, suppose they charge £30 artwork, they're up a £95 for a few meters of vinyl, possibly even in stock, and hour to install.

I'm sure their attractive prices generate leads, and some can be up sold from the basic £95 job, to a few hundred quid.

We've never really published our prices online, mainly because there is no price list for vehicles, but I'm giving serious thought to trying this out... I doubt we'll sell many at the rock bottom price.

Anyone else use a similar tactic?
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Iain Pearson

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Post Mon Jan 07, 2019 7:10 pm

Re: Thoughts - advertising rock bottom rices on your website

I believe you have our price guide don’t you David ?
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David Hammond

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Post Mon Jan 07, 2019 7:19 pm

Re: Thoughts - advertising rock bottom rices on your website

I do indeed :thumbsup:

I still haven't got around to finalising ours, always something else getting in the way.

I'm considering making a slimmed down version to put on the website, with some keen prices... then upsell from there.
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Chris Wilson

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Post Mon Jan 07, 2019 8:37 pm

Re: Thoughts - advertising rock bottom rices on your website

I think those that shop for the best deal are normally a pain in the ( oh i swore ) and not worth it. They always pay late, want jobs with silly lead times and want to Change the colour an hour before they are due to pick it up.
If those vans are that cheap they will be busy fools am sure and have a long lead time.
Those that care about there vans and have successful companies and companies they are looking to grow tend to just find one supplier and stick with them or ask for recommendations from peers and go to the best. That’s what we find up here now we are 3 years deep. The contracts we are picking up that are of good value and good payers and from “such and such that got there cafe light box done” etc..

We did something different on ours website.
We took an average customer spend and split is down over 3 years (normal van lease) and advertised it as working out at 6p a day or whatever it is. Pennies anyway. 6p wouldn’t get you very far on Facebook or google.
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David Hammond

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Post Mon Jan 07, 2019 8:44 pm

Re: Thoughts - advertising rock bottom rices on your website

We've a lot of competition locally, but we don't really market ourselves at the 'cheap end of the market, but we do need to increase sales too.

Giving a from price kind of sets the benchmark.

The company in question appears to have very good reviews, I suppose if you're good at sales you can get upsell.

I like the idea of working out a cost per day on signage... I suppose £500 may sound a lot, but it could only be a few jobs for one customer, or a few quid a week.

Regards not getting paid... show me the money :thumbsup: No money = No job :tongue:

Our lead times are always from approval of artwork. Non of this I want it fitting Friday, but approve it Thursday night. :tongue:
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Chris Wilson

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Post Mon Jan 07, 2019 8:58 pm

Re: Thoughts - advertising rock bottom rices on your website

Yea we are the same with lead times.

Give it a shot and see if it works I suppose. Can always take it down if it’s not benefiting or more hassle than it is worth.

We are becoming really strict on payment. On a side note I’ve started upping prices a fraction and then offering a 3% discount for pro forma payment before we even lift a finger. So far it has a 100% success rate.
Won’t work for everything if there is a lot of artwork. But so far for likes of shop signs etc where size is what the size is it’s going well.

Re: reviews I saw something horrifying but also funny on vice the other week. YouTube “fake London restaurant”. I know trip advisor is different but certainly made me think.

My bad for taking it so far off topic
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Bernard Gallagher

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Post Tue Jan 08, 2019 12:21 am

Re: Thoughts - advertising rock bottom rices on your website

Funny I have sat down a few times to do a pricing structure for vehicle graphics even just to give customers a rough guideline. Ie Ford Transit single Colour VS Full Wrap bits it’s all in the betweeen stuff, chevrons, pictures, design. I have broken it down to 3 levels of fixed design charges, price per/m of material incorporating average overheads (was interesting reading) & then separate fitting charge with the aim as we get bigger we will be subbing out wrapping so I know how much to pay them. So basically Design+material+fitting = charge
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Martyn Heath

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Post Tue Jan 08, 2019 6:55 am

Re: Thoughts - advertising rock bottom rices on your website

Its a good idea and have been meaning to get around to doing it myself.

If you keep it simple- small van text. Large van text. small van half wrap etc etc. Price from ..... then it leaves you room to price it accordingly but gives the customer a baseline figure and helps them to price what they want. I think it also helps to get rid of time wasters via emails or phone calls.
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Martin Pearson

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Post Tue Jan 08, 2019 1:35 pm

Re: Thoughts - advertising rock bottom rices on your website

Not something I would do mainly because I think it's a con, like the hand wash businesses that have sprung up all over the place offerning "CAR WASH from ONLY £3" you get in & its £1.50 extra to wash the wheels etc :evil:
What I have always tried to stick to is if it is something I personally would find misleading, a lie or a con then I have kept clear of using it myself :lol:

But then again I am not a successful business person & maybe that's some of the reasons why :blushing:

I do think the breaking it down into a daily or weekly spend is a good idea & I always tell people that vehicle graphics are one of the cheapest ways to advertise, breaking it down can also help with upsells, well it has for me :lol: :lol:

If I were going to offer cheap(er) van graphics I would probably do it as a monthy special rather than full time with a picture of exactly what you get for that price.
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Martyn Heath

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Post Tue Jan 08, 2019 2:32 pm

Re: Thoughts - advertising rock bottom rices on your website

It would only be a con if thats what you wanted. E.g small van graphics from 30 quid. Hardly anyone is going to fit into that.

However, small van graphics from 60 to 150 quid is fair. Then an example with an price.
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David Hammond

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Post Tue Jan 08, 2019 4:27 pm

Re: Thoughts - advertising rock bottom rices on your website

My thoughts exactly, and I'm with Martin, when I go shopping I'm always doing the maths on the special offers and comparing them to those not on offer.

I think putting a realistic price, and it genuinely being the lowest I'm willing to do a job like that for it fair game. Sure the competition can see it, but if they want to go cheaper than I'm prepared to so be it.
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Iain George

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Post Tue Jan 08, 2019 5:43 pm

Re: Thoughts - advertising rock bottom rices on your website

I always say to my clients prices start from £...... for two sides and rear doors basic text and numbers. Up to SWB transit size vehicle.
Increasing with digital print or wraps. If they have a working version of there logo I will include 2 artwork designs in the price but charge for changes and additional designs.
If the logo needs reworking, normally just a jpeg! I charge accordingly.
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Bernard Gallagher

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Post Tue Jan 08, 2019 5:55 pm

Re: Thoughts - advertising rock bottom rices on your website

How many people actual have priced out vehicle wrapping?? The labour cost is as much as the material cost to do it correctly.
I get all customers to email in pics of there vans, logos, colours & ideas. The genuine customers will & focuses them a lot more than a waffly phone call.
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Alex Crosbie

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Post Tue Jan 08, 2019 8:48 pm

Re: Thoughts - advertising rock bottom rices on your website

Selling on price is always a tricky thing. There will always be someone that will do it cheaper.

I prefer to go the opposite way, I don’t advertise any prices for vehicle graphics as every job will be slightly different, every clients logo is different, amount of details are different, material usage is different, and vehicles are different.

Going to the lower end of the price scale you’ll be going up against people with no overheads working from home fitting on their drive, if you’re a business you can’t compete with them!

As a small sign company we do on average one vehicle a day and this has been based on never giving clients a set price menu of graphics. I tend to ask them for images of vehicles they like the style of or point them at our website and give them an idea of costs of work we’ve done then create a quote on an idea I have when I see their logo and style of website etc.

Seems to work for us, can’t remember the last time we did a single colour design or any simple straightforward vehicle graphics
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Phill Fenton

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Post Wed Jan 09, 2019 12:13 am

Re: Thoughts - advertising rock bottom rices on your website

Martin Pearson wrote:Not something I would do mainly because I think it's a con, like the hand wash businesses that have sprung up all over the place offerning "CAR WASH from ONLY £3" you get in & its £1.50 extra to wash the wheels etc :evil:
What I have always tried to stick to is if it is something I personally would find misleading, a lie or a con then I have kept clear of using it myself


I agree with Martin - offering low prices as a lure is a bit of a con . Puts me in mind of Ryanair who, not only despise all their customers, but are equaly despised by their customers because of their tactics.... Actually I 'm amazed they're still trading.. but I suspect it won't be that long until they're out of business.. (but that's another story)..

I wouldn't do it - simply because it encourages the cheapskates (that are all hard work any way). I'm more in agreement with Alex Crosbie who's opinion i'm more in tune with.
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Chris Wilson

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Post Wed Jan 09, 2019 12:40 am

Re: Thoughts - advertising rock bottom rices on your website

This is certainly causing a 50/50 divide, it’s almost like brexit all over again.

To through in something else I would consider the time involved in this and then the time involved in explaining what they can’t and can have for X price.
Multi van discounts etc.. then different types of vinyl.. it’s a mine field. I tried to do this for some of our basic products but it gave me a sore head after a while trying to put down a rule of thumb for everything so if I am away the boys can quote.

We are the same as mentioned above. We get a rough brief and then tell the customer your going to be in the ball park of X but depends on the final design.

Then there is web design etc..
it might be better off running a solid media campaign for next 3 months on and off with Facebook and Instagram reaching your local area using a tag line of vans from X amount working to to be X amount per day seen by X amount of people blah blah.

We all shop around for the best price on things but vans are be-spoke and that needs a quote.
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Simon Worrall

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Post Wed Jan 09, 2019 11:22 am

Re: Thoughts - advertising rock bottom rices on your website

I find it is easier to discount from a high initial number than try to upsell from a low one.

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