Chain Store Little White Lies concerning Free and Stainmaster Carpet
Chain Store Little White Lies concerning Free and Stainmaster Carpet
The home improvement Chain Store marketing and advertising campaigns has really become… Shall we say, “Creative”… especially since the economy has caused most of us to “blow the dust out of our wallets” and watch our spending habits. There is nothing wrong with creative marketing… but since my job is connected to Internet Marketing and the Flooring industry, it causes me to flinch at some of these new “Strategies”. These aren’t the only “little white lies” that bug me, but I’ll just start with these two, for now.
I think it was P.T. Barnum that said “There’s a sucker born every minute”, and it seems that the large chain stores would view us as such… and that they are willing to take advantage of a consumers lack of knowledge and experience when it comes to Carpet, Pad and Installation.
The first “little white lie” that causes me discomfort is the Free Carpet, or Free Installation Illusion. Do they really think that we are so gullible as to believe that they will actually Give Away Their Profits. We must keep in mind that these are Huge Corporate Home Improvement Chains with No Real Mind of its Own (or moral sensitivities)… It’s All about the Bottom Line Profits.
My wife’s grandmother (granny Suzie) was fond of using this phrase; “There is No Such Thing as a FREE Puppy”. This statement applies to most things considered FREE. When someone gives you a puppy there is always considerable costs associated, such as licensing, vaccinations, neutering or spaying, dog-food… not to mention the replacement of Chewed Up shoes and Furnishings. Nothing comes to us at No Cost. Almost everything we Own also requires maintaining… that’s more time and money, which is exactly why I would like to get rid of everything except the bare essentials.
No matter how much people use the word Free in an ad campaign… we should all have sense enough to know that Nothing in Life is Free… especially Carpet, Pad or Installation. No matter how you slice it or dice it, every business has to make a profit to keep their doors open. Profits are merely re-routed from one portion of the invoice to another, in order to sustain the sale, and build the illusion that a customer is getting something for Free.
One fellow that I know personally was running a marketing and advertising campaign that promised “Free Carpet… you only pay for the pad and Installation”. What he neglected to mention to his customers was the fact that these free carpets were mostly 2nds. That means that they were mostly Flawed in some manner. Even if a carpet is only off-color or has minor flaws, I believe that a customer deserves to know it. Just like any other product, there are certain things that can go wrong during the manufacture of carpeting. Most flaws are minor and never even visible to the eye… however, sometimes there is an imbalance in the chemicals that compose the majority of synthetic carpets that are sold these days… and sometimes these flaws affect the structural integrity of a carpet to such an extent that it will never live up to its warranty standards. For example; if the chemical structure for the synthetic latex is wrong, then the structural integrity of the entire carpet is compromised. Due to the fact that synthetic latex is the substance that bonds the fibers and backing materials together. This would cause a process known as de-lamination, and would result in a very short life-span for any given carpet… no matter how great the fiber is, or what sort of upgraded secondary backing is used! Latex is like the foundation of a home. If you get it wrong, the whole thing is going to prematurely fall apart. To sell such a product as if there was nothing wrong is a “little white lie” that is like a “burr in my britches”!
As for me, my conscience would not bear it, if I knew I was passing off carpets with invisible or visible and notable flaws… especially if those flaws affected the durability and clean-ability of the carpet… but that’s just me I suppose, because most chain stores will never even consider such things or give them a second thought. Probably because it doesn’t Directly affect any Individual’s Reputation.
Perhaps I am a little old-fashioned or maybe my standards are just too high… but I believe a customer deserves to know the Quality of Products and Service they are receiving for the money they have worked so hard to get. This leads me to the next “little white lie”.
Stainmaster Carpets, which are being passed off as if they were a Manufacturing Brand Name product. Valid Brand Name Carpet manufacturers are companies like Mohawk, Shaw, Beaulieu, etc… who all have their own lines of styles which include Stainmaster Treatment for Carpet Fibers. Stainmaster is a Topical Treatment for Stain Resistance… Not a Style in and of itself. So I consider it to be a “white lie” to pretend that a patented Process is the same as a Manufacturer Brand Name.
Stainmaster is a patented Stain Protection process that can be used on any good quality Nylon Carpet Fiber by anyone who manufactures carpeting.
Example time again: Tommy T’s Plumbing Solutions is my trusted Local Plumber and he would never claim to “Roto-Rooter” your drains… because that is both as copyrighted and patented “Brand” and “Process” of un-clogging your drains. Just because he has equipment that will accomplish the Exact Same Result as the “Roto-Rooter” brand name, would not make it okay for him to advertise under that Brand.
Stainmaster has been around for a long time, and has definitely proven itself to be more exceptional than topically untreated nylon fibers and is a process where every fiber is designed to be saturated with stain protector. It was cutting-edge carpet technology for its time. However, it also comes at greater cost to the consumer. Stainmaster does a lot of marketing and advertising for their product. Guess who pays for all that advertising? (That’s right… We Do)!
And I think you have the right to know that our dealership also carry styles of New, “GREEN” Carpet Fibers that actually outperform Stainmaster in every way… while costing several dollars Less, per square yard. You can stop by our store anytime to view our new PET Recycled Carpets and our PTT (Smartstrand – micro-fiber) technologies, which have been scientifically tested and proven to be just as good, or even better, than a nylon fiber that is fully coated (or immersed) with Stain Protector. Like Mohawk and DuPont’s latest Sorona Brand fibers.
The Trade name is “Triexta”. Here is a brief excerpt from one of my carpet trade emails;
“The new trade name is Triexta. As we have said this is the newest and most advanced technology in carpet fiber. Those of you who have taken on our New Generations display, made with Dupont Sorona, know that the selling benefits and acceptance by the consumer have been tremendous. What other fiber can offer the consumer so much as Triexta. The fiber is the softest in the industry, all continuous filament, comes with a texture & fade warranty and has a life time stain warranty. As you are also aware some of our competitors have tried to say that their fiber is just as good as Triexta in meeting the attributes that this fiber offers. That is just not true when it comes to staining as their fiber is treated with a topical stain guard while Triexta needs no topical treatment as it is built right into the fiber”.
*Taken from a Mohawk Industries information email.
You can log into the Internet and view their latest test where they allowed Ricko the Rhino to live on this Amazing New Technology in Carpet Fiber… and Now there’s a New Challenge:
Or go to http://www.youtube.com/watch?v=0IJHrOCZlvU to learn more.
Tip: Nylon Fibers can only be outwardly coated with dye and stain protection, while PET and PTT fiber actually absorbs dyes and “Scotchguard” (or other stain protections), so that it creates a molecular bond, and becomes an inward part of the carpet fibers.
What’s my Point?
There is really No Need for home improvement chain stores to use such Subterfuge, Illusions and “Little White Lies” in Marketing and Advertising; such as FREE Carpet, 60% FREE, FREE Installation or using the brand name Stainmaster (not Stain-Captain… you’ve seen the commercials), as if it were a separate Manufacturer, Brand or Style of Carpet, unless you are trying to Trick your customers and:
- Corner an aspect of the carpet market (and drive sales away from small local dealers)
- Confuse the customer (& not allow them to make an Educated Decision)
- Make it Impossible to Compare Pricing or Products with other dealers
- Pretend you have an Exclusive Product (that nobody else has access to)
- Make Small Dealers go Bankrupt (four small dealers have had to close their doors this past year or so, in my home town alone)
What’s my Goal with this article?
That you should be able to recognize a “little white lie” for what it is, and be able to make an Informed and Educated Decision as to which Brand and Style of Carpet fits your family’s needs, and budget. During these unprecedented times of economic struggle, it’s vital to know what you are getting for your money. The Truth is this… Small Carpet Dealers will often have a Better Selection with More Budget Friendly Choices than home improvement chain stores! Even though you can’t compare style names and numbers, because the chain stores have their own labels and listings, you can still compare Quality and Price… when you know what to look for… and we are certainly happy to take the time to educate you.
So don’t be afraid to Shop at your Local Small Flooring Dealers (and other Local Small Businesses), where you will most often find Real and Honest Value from the people that are your neighbors and friends.
I understand your dilemma. We are all in the Same Boat. Corporate retail and home improvement chain stores have made it difficult for Local Small Business to Exist, much less Thrive. However, I have Faith that together we will do what it takes to Support our Friends and Neighbors, by Shopping Locally Whenever Possible. If we don’t choose to support each other Now… We’ll all end up working at a Wal-Mart, Home Depot, Lowe’s and other corporate chain store, for Minimum Wage, No Benefits and No Real Future! The choices we make today will affect our families for generations to come. (I wish president Obama would understand this concept).
SHOP LOCALLY… Now More than Ever… the Job you Save could be your Own!
We need to Keep Honest and Hard-Working Small Business Alive in America, or the Corporate Chain Stores are going to Drive us all Out of our Jobs… while they… well, let’s just say it like it really is, with no little white lies… They are willing to Lie, Cheat, Tell you Myths and Fairy Tales… Whatever it Takes to Increase Their Profits at Our Expense, even if it means that even our Jobs and small businesses should be taken from us.
Thanks for your time; I know how valuable it truly is,
www.RugRunnerBiz.com — Shop Online for Fine Wool Area Rugs and Home Décor Items
www.Bivocation.org — Affiliate-Bivocation, DIY Social Seed Network-Free Advertising and Marketing Resources and Support for “honest” Christian Small or Home Business… Do you need a Squeeze Page for Online Advertising and Building your Marketing List(s).
Charles is the Flooring Consultant and Estimator for:
Carpets –n- More
2350 W. Main St.
-Serving the High-Desert Area of Sunny, Southern California-
Posted on October 6, 2010, in Area Rugs, Flooring and Home Design, Q&A, Info, Tips, Uncategorized. Bookmark the permalink. Leave a comment.