Marketing advertisements typically highlight all the benefits and features of a product phrased in a way that makes the item most appealing to their target audience. The words used may not actually reflect the truth, even if just by omission. Some of the details most frequently left out of ads are things like frequent maintenance, installation fees, the need for a license, the hard work required to set it up, and more.
When shopping for equipment, make sure you don’t take ads at face value. While it’s nice to know what the manufacturer thinks about their products, it’s crucial to thoroughly research a product before making a purchase.
Looking for a new piece of equipment? Whether it’s machinery or electronics, here’s what marketing ads aren’t telling you.
Use cases that will drop the lifespan
Every product has a typical lifespan that can be cut significantly short when misused or overused. For example, a decent broom might last 5 years, but if you use it every day to sweep your entire house, your front porch, and your driveway, it’s not going to last that long.
Usage that might cut a lifespan short is obvious when the product is simple, but when there are mechanical or electrical components involved, the average consumer won’t have a clue.
Take pumps, for example. A basic displacement pump won’t last long in an environment that requires high flow rates with consistent pressure. The demand is too much for the mechanism. A centrifugal pump is different. It can handle the demand because it uses a spinning impeller to create flow through pressure. These pumps also require little to no maintenance compared to a displacement pump. However, you’re not likely to read about these details in an ad for a displacement pump. To know the difference, you’d need to do your own research on pumps.
Increased insurance premiums
Sometimes, acquiring new equipment can increase your insurance premiums based on new risk assessments. There’s also an added liability risk for accidents and injuries.
Unexpected maintenance costs
Some machinery and equipment comes with a high maintenance requirement, and although it’s typical, you won’t necessarily see this fact reflected in ads. Companies want to sell their products, and they aren’t going to give you reasons not to buy.
The reality of downplayed routine maintenance can be shocking. Once you’ve bought an item, you’re on the hook for that investment if you can’t return it, so you won’t have a choice. Regular servicing, replacement parts, and labor can all add up fast, increasing the total cost of ownership.
It’s usually cheap equipment that ends up needing unexpected maintenance. Low-quality goods tend to break down more frequently and need to be repaired or replaced often. For this reason, investing in high-quality equipment is the best way to go, even if the initial investment is higher. Over time, you’ll end up saving more than just money because you won’t have to deal with breakdowns leaving you high and dry. That brings up the next point…
Downtime caused by breakdowns
Those shiny marketing ads that sell you on a particular product are unlikely to disclose the potential cost of downtime when the equipment breaks down. It’s an obvious potential, but while you’re shopping for equipment, you probably aren’t thinking about what will happen if it breaks. The problem is that manufacturers don’t always disclose the conditions that can cause major breakdowns, even if they’re common.
Machinery and equipment can break down when misused or used in a way that puts too much pressure on the system. It’s up to the customer to figure it out through trial and error in some cases. Unfortunately, some mistakes are common.
A simple example is having a submersible water pump with a battery-powered control component that needs to stay dry. If you’re pumping water out of a bucket, you have to make sure the control component doesn’t fall into the water. This is obvious, but unless you make yourself specifically aware, you might not take the necessary precautions.
Downtime is detrimental to your business operations by causing delays and lost productivity. These interruptions can disrupt everything from your supply chain to employee deadlines and even the final delivery of client projects. Before buying any piece of equipment, consider the potential for downtime based on its weak points and then make your decision regarding what brand or item to buy.
Informed purchase decisions require extensive research
While ads highlight the appealing features of a given product, they usually omit the hidden costs you’ll incur after purchase. To avoid major setbacks, it’s crucial to conduct thorough research before investing in a new piece of equipment to make sure it’s an expense you’re willing and able to manage.
