The old adage that you get what you pay for is especially true when it comes to digital signs. And as more and more churches consider the $17,000-$35,000 investment, leaders want to know just exactly what it is they are purchasing.

The good news for churches this year is that prices for LED displays have fallen 15 percent because of lower costs in technology.

It's also good news for Church Signs. Owner Bob Singleton says the reason he got into the sign business was to help churches save money. With LED signs, Singleton and other sign experts from the industry agree that churches have to spend a little more to realize true sign savings. But not just spend more — spend wisely. Singleton says there are three areas where churches should splurge.

Singleton advises churches to invest in high-quality signs because their higher upfront costs typically balance the problems churches are likely to encounter with lower-quality ones.

Major manufacturers offer similar quality signs, Singleton says, because they buy the same parts in bulk and can sell to dealers at wholesale prices.

"We're all offering the same sign," he said. "The difference is in trying to buy the sign from a local source." Local dealers cannot match the prices of the major suppliers without downgrading quality, according to Singleton.

Clayton Brumby, senior sign consultant at J.M. Stewart, cautions churches about lower-quality signs that house what he termed "new/old technology," or new parts that were shelved so long ago that technology has passed them by. Brumby said these "spaghetti warehouse" signs are soldered-together disasters waiting to happen; they are impossible to service.

Chip Goudreau, sales and marketing manager at J.M. Stewart, said major manufacturers also factor customer service into their cost.

Service and warranty

Churches should ask about service. While most digital signs run on a relatively simple system, it can be intimidating for church staff to learn the new system and troubleshoot.

"So we've got a full-time, in-house and in-field technical support unit," Brumby said.

But Singleton says the digital signs are fairly reliable. "Typically the only thing you have go out is the light bulb or circuit board," he said.

A one- or two-year warranty is common for digital displays. Many companies offer an extension, sometimes up to five years, for an additional cost or an ongoing maintenance fee. But Brumby said most problems arise within the first three to six months of the life of the sign.

If a sign's computer software or hardware malfunctions, Brumby recommends churches take advantage of computer-savvy volunteers or staff. But the company is also available via phone or in the field to help — a service that is included with the purchase of a sign.

J.M. Stewart also offers training for its customers. "Buying it's one thing," said Brumby. "Understanding the application to actually use it is very, very important."

A long-term investment

A sign's impact is difficult to see, so churches are understandably reticent to spend a great deal on them.

"When people look at a five-figure investment in a sign, (they say) 'Whoa, that's a lot of money,' " Brumby said. But he said churches should think of the sign as a 20-25 year advertising campaign or a new hire - a pastor made out of fiberglass.