May 24, 2011

Review: Joy Readers

Description: A set of reading glasses
Main Pitch: "An entire collection of quality designer reading glasses that are perfect for everyone"
Main Offer: $29.99 for four pairs with soft cases
Bonus: Hard case, sunglass readers
Starring: Joy Mangano
Marketer: Telebrands
Prediction: Unlikely to succeed

This is a good test of an interesting question: Is value alone enough to make a DRTV campaign work? Conventional wisdom says you need more than just a great deal: You need an innovation or a "twist." After all, "unique" is one of my key Divine Seven criteria, and "different" is one of my top SciMark Seven criteria, for a reason.

It seems Telebrands is banking on Joy's brand to be their twist, but I don't think it will be enough. That they are also trying to get $10 more than average for a base offer will also work against them. It's a great experiment, and I applaud them for giving it a shot, but unfortunately I think this experiment will fail.

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