As consumers we all, at some point, have been swayed by great marketing ideas that promote a product or service. Only to find out that when we made our purchase and it was all said and done the marketing hype did not live up to its billing. As a sign I read once accurately confessed ,?when all is said and done more is said than done.???
The floor covering industry is no exception where great marketing ideas are being employed to influence consumer?s decisions. One for example is the $99 install. This idea started at the big box stores and now trickled down to even local small time dealers that are offering $99 or less installation. I recently came across a dealer who advertised free installation with the purchase of specific products. Most consumers are smart enough to know that there is no such thing as a free lunch. When installation is offered at a significantly reduced rate the store is making up the difference in the cost of the material.
Ever notice there is the * by the offering of $99 install which of course means read the fine print because there are going to be some exceptions to the price. Typically that installation price is for basic installation only. The definition of basic installation varies but does not include such things as removal of existing carpet, the moving of furniture, tack strip, or installation on stairs. When you look at the individual cost of these particular items they are general almost double the cost of industry standards for local installation. Suddenly that presumed $99 install bid is costing a lot more.
The best thing to do is shop around getting multiple bids. Check the bottom line to ensure you are getting the best product for the price. Finally do not be swayed by marketing that is intended to do nothing more than draw you into the store.?
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