Sales and marketing director of the wide-format print technology specialist explains that some firms draw in customers with what seems like an attractive price point on technology before revealing at a late stage in the buying process a number of significant extra costs.

“When we exhibit at Sign and Digital UK in March you will see a detailed reference board next to each machine that will list all the inclusions and key features of the product within its price. One of our main messages will be ‘no hidden costs - fully installed’, including delivery and haulage from curbside, installation, training, colour profiling, everything is included,” advises East.

He continues: “One of our customers is building our stand at Sign and Digital UK this year. When we sat down with them to plan out our stand design and approach to Sign and Digital UK they asked, ‘what are you trying to achieve at the show?’. I obviously thought that was a very important question and replied that we just simply want to demonstrate better than our competitors, and sell printers and cutters by then quoting clear comprehensive pricing on the stand.

“Our customer said that in his opinion that was ‘the most important thing’ because when he walks around shows he finds it really irritating if he walks on to a stand and asks, ‘how much is it?’ only to find that nobody will give him a straight answer. He advised that often you just can’t find out for certain what’s included with the printer itself and the full spec of the overall package.”



An exclusive EFI Vutek distributor, Mimaki, Vortex, and Zund supplier, CMYUK’s East says the show will also see it offer a 5 percent deposit deal on every purchase—with support from 5 Arrow Finance.  A VAT deferral will also be considered on larger orders subject to underwriting approval. And as a special promotion, every order placed at the show will also receive a free Apple iPad.

He also urges sign-makers to consider a narrowing window of opportunity around the show: “The timing of Sign and Digital UK is really interesting as it is near the end of most businesses tax year.  If a business knows it is on track to make a profit and they make a capital investment before the end of March, the business can utilise the Annual Investment Allowance (AIA) and save 20 percent corporation tax.

"In addition the business may be eligible for support from the Regional Growth Fund (RGF) which could save a further 20 percent. CMYUK has been extremely successful with the RGF initiative but it won’t last for ever. With a strengthening economy, interest rates so low, RGF and the AIA at an all-time high there has never been a better time to invest.”



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