Description: A fitted tablecloth for round tables
Main Pitch: "Just like a fitted sheet, the elastic edge easily slips onto any table"
Main Offer: $10 for one in "buttercup"
Bonus: 2nd one in "ivy green" (just pay separate S&H)
Starring: AJ Khubani
Marketer: Telebrands
Website: www.TableGoRound.com
Prediction: Likely to succeed
I've seen Telebrands President AJ Khubani do short promotional bits before, but this is the first time I've seen him do all the key spokesman scenes, including a magic demo that takes place during some sort of windstorm. I'll reserve comment on the idea except to say: With the void the late, great Billy Mays left in the industry, anything is worth a shot! Plus, AJ has certainly had the recent exposure to be recognizable.
As for this campaign, there's a lot to like. A quick check online shows me this product is popular in catalogs but doesn't seem to be a staple at retail yet. I'm surprised because I expected something this basic and useful to be everywhere by now. Of course, maybe there's a good reason for that. To stretch the analogy, maybe people prefer regular sheets to fitted sheets, although it's hard to imagine why.
Two obvious limitations on the campaign will be the limited colors/designs being offered -- personal taste can easily kill a sale when people are used to a wide variety of choices -- and the ability of one size truly to fit all. But if people care more about utility than aesthetics in this case, and round tables are fairly standard, this could be another nice hit for Telebrands.
Besides, if AJ is pitching it personally, he must believe in it!
