December 22, 2011

Dueling Hole Punchers

Review: Roto Punch

Description: A hole-punching tool
Main Pitch: "Punch holes, fix snaps and eyelets in seconds"
Main Offer: $10 for one with 75 eyelets & snaps
Bonus: 2nd one with 75 more eyelets & snaps (just pay P&H)
Marketer: Allstar
Prediction: N/A

Review: Punch Perfect

Main Pitch: "Punch holes for a perfect fit every time"
Main Offer: $10 for one with 150 eyelets, snaps & fasteners
Bonus: 2nd one with 150 more eyelets, snaps & fasteners
(just pay processing)
Marketer: Telebrands
Prediction: N/A

I first learned of Roto Punch in September of this year. I recall being on the fence about the item. On the one hand, it came with strong sales results from another channel, and the success of Perfect Fit Button had demonstrated a solution for expanding waistlines could sell on DRTV. (A featured use for this product is adding an extra hole to a belt.) On the other hand, it seemed like a very crafty tool that only hobbyists would really love.

In any case, by the time the item was public and I could have made my call, it was too late: The campaign was already in rollout, and I was spared the potential embarassment of underestimating what appears to be a solid hit.

Now, a few months later, comes Punch Perfect -- an identical item with a very similar commercial. I think this must clearly be a mistake that will resolve itself. I can't imagine what the play would be, given one strong-at-retail marketer is already so far ahead of the other.

1 comment:

  1. check out the perfect punch website, must be a mistaken address.