I’ve been sent a few images of advertisements currently running in a newspaper in the West Midlands. I thought I’d share them with you, although I’ve edited out the company details for obvious reasons.
I’ve long been of the opinion that advertising in newspapers is a waste of advertising revenue, as there are fewer and fewer people using newspapers to find double glazing companies. People use the internet these days.
The other reason I feel advertising in newspapers is a waste of money, is you are competing with irresponsible installers like the following:
Example 1
This company suggests it has been trading for 19 years and offers a GGF insurance backed guarantee. Consumers will need to ensure they get this, as selling uPVC windows for £159 each, and doors for £385 they’ll need it.
Example 2
This company is offering a full house of windows for £1200. I’ve got over 30 windows in my house, so I better give them a ring, as we’re looking at less than £40 each!
Example 3
This company is showing pictures of conservatories that are clearly at least £12,000 conservatories, but suggesting that they can do them for £3,999 (inc fitting and base). For those people that can’t afford to pay only £3999 for a conservatory, they can even pay in 12 months!!!
Example 4
Actually, this is the best deal. Conservatories for £2999 with free tiles or blinds, and free electrics!
Come on guys. I have no problem with price advertising, but starting at such low figures is not only undermining your own profit margins, it undermines the whole industry.
I realise that this is the way you feel you can generate most leads, and by advertising a better deal than your competitors you feel you’re going to get more calls than them. And, I realise that you don’t really sell at these prices, but the problem is that when you start so low, even if you’re good at upselling you’re still going to struggle to get to a sensible, sustainable price for your work.
Consumers are being price conditioned by such advertising, and the knock on effect is that professional operators, whether they like it or not have to compete try compete with these prices.
As an industry, we need to start competing on quality and service, and not on such ridiculous prices.
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