October 11, 2012

Solar Top Light

Description: A solar-powered outdoor light
Main Pitch: "The wireless, self-charging light that turns on at night"
Main Offer: $14.99 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Producer: Kerrmercials/Paddock Productions
Website: www.SolarTopLight.com
Prediction: Unlikely to succeed

I will soon be officially 'eating crow' about another light product from this particular marketing team (i.e. Olde Brooklyn Lantern). So does that means I am rethinking my position on the lighting category in general? Not at all.

As always, I follow the 'one is an outlier, three is a category' rule -- even when we are talking about category re-boots. And I've seen no second or third success out there that would lead me to believe the lighting category is back. If anything, I'm still seeing lots of failures, especially when pre-DRTV tests (e.g. Web tests) are taken into account.

As for this specific item, I like it but have had no success with this pitch in the past. People either don't view outdoor lighting as a pressing problem, or they don't trust DRTV products to get the job done.

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