May 16, 2013

Garage Bull

Description: A security device for garage doors
Main Pitch: "Protect your home and family from burglars"
Main Offer: $19.99 for one
Bonus: N/A
Starring: Gerald Honeywell, former "police major"
Marketer: Telebrands
Prediction: Unlikely to succeed

The fate of this campaign is sealed with the phrase, "Now there's a new trend ..." When I studied the 'Old Masters,' I learned that two minutes isn't enough time to both educate and sell a prospect. While this creative does a good job of getting its lesson across quickly and clearly, it's the cognitive limits of the viewer that will be the problem. Learn, internalize and decide to buy in the space of a commercial break? Sorry, not going to happen -- and that's even assuming people accept this is a real trend.

This project also has a few other serious flaws. For one, it tries to sell on fear, which we know works about as well as selling prevention (and this a prevention item, too!) There is also the matter of market size. Millions of homes have garage doors, but this certainly isn't a one-per-household opportunity.

Finally, there's the spokesman. He does a decent job for someone who obviously does not have pitch experience, but I wonder about the strategy. What's better? Being able to flash "former police major" on the screen at the opening of your spot, or using a professional pitchman you know can deliver the goods?

I recognize it's not quite the rhetorical question I make it out to be, so I invite your comments.

1 comment:

  1. In regards to a spokesperson, the traditional DR pitchman would be a poor fit here as there’s not much to actually demonstrate. Further, most of the pitchman draw on a light-hearted, feel-good type of emotional connection with their audiences. It’s just the wrong type of emotional connection to sell this product and the credibility factor drops substantially. Seriously, would anyone think to themselves: “I better take this seriously, [Insert Name of DR Pitchman] sure knows a lot about breaking into homes.”

    Another unintended consequence (or even marketing strategy) is to create the very trend indicated in the spot. Meaning, this DR Ad itself may actual inspire this crime wave. The spot basically teaches every wannabe criminal and/or junkie just how easy it is to break into almost every home EXCEPT… those with the Garage Bull. Thus creating the very problem this actually solves.

    How many people do you think will try this on their own garage just to see how easy it actually is to do? I know I will.