We've been able to hold our prices for our two main DIY products steady at $75/gallon for about a year now, back to when I came onboard.
We haven't spent much energy in wide scale marketing, although we hope to soon. In the meantime we've been very fortunate to have quite a few clients who've posted their experiences, the good, bad, and ugly, right here on these forums. And as both a consumer and a business, we value those honest testimonies more than any paid advertisement.
A project like coating a floor is not like just painting a wall. We could try simplify or underplay the details and effort involved, and no doubt move more product, but in the long run that wouldn't do anyone any good.
Details, info, and support go a long way to a successful installation, and frankly all 3 of those elements just aren't easy to convey in typical advertising and marketing. Word of mouth is probably the best way for the DIYer to find out about the strength, weaknesses, and ultimately the bottom line value of the many products available.
At any rate it looks like your garage coming along nicely, just in time for spring! Looking forward to pictures of the completed project.