June 10, 2013

Noise Blockers

Description: Noise-cancelling ear buds
Main Pitch: They "block outside noises while giving you a perfect, comfortable fit that won't fall out"
Main Offer: $19.95 for a pair with carry case
Bonus: 2nd pair with carry case (just pay P&H)
Marketer: Ontel
Producer: Blue Moon Studios
Website: www.GetNoiseBlockers.com
Prediction: Unlikely to succeed

There's nothing new or different about headphones that block noise. Dr. Amar G. Bose first introduced them in 1989. (I have to pause here to note that the current president of Ontel has the same first name. Coincidence?) What's new here is the $20 price point. The cheapest pair I could find on WalMart.com was $36.58. That's IF you don't play fast and loose with the phrasing. Otherwise, WalMart.com has "noise-isolating" ear buds for as low as $7.51.

In any case, the lack of uniqueness in the marketplace is bound to hurt this campaign's chances of success. The "perfect, comfortable fit" pitch is a little more compelling, but the category is so crowded with options. I just can't see this one going anywhere.

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