Description: A license plate frame you can write on
Main Pitch: "Stop advertising for a car dealer and make a statement"
Main Offer: $9.99 for one with eraser and marker
Bonus: Double the offer (just pay processing)
Starring: Tim Goewey
Website: www.BuyPlateTalk.com
Prediction: Unlikely to succeed
DRTV works best when it taps into an existing trend. Trying to start a trend with DRTV -- or tap into a trend early, for that matter (see Snap-On Feathers) -- is a fast way to lose money. Witness all the folks who crashed and burned trying to be the next Snuggie.
In this case, a bad strategy is compounded by the failure of the product to solve a real problem. "Advertising for a car dealer" is a contrived problem. Not being able to "make a statement" on your license plate frame is a problem people didn't know they had.
