July 08, 2013

Dueling Dusters

Magna Clean

Description: A duster, sweeper and wipe
Main Pitch: "Attracts dust and dirt like a magnet"
Main Offer: $14.99 for the set of three
Bonus: Telescoping pole (just pay S&H)
Marketer: IdeaVillage
Website: www.GetMagnaClean.com
Prediction: Unlikely to succeed

Tiger's Tail

Description: A duster
Main Pitch: "The brand new way to attack the dust in your home"
Main Offer: $10.00 for one large & one mini
Bonus: Double the offer (just pay P&H)
Marketer: Allstar
Producer: Paddock Productions/SciMark
Website: www.BuyTigersTail.com
Prediction: N/A

The main product in both of these commercials is an 'Old Gold' item called Static Duster or Magna Duster, depending on your perspective. And what an item it was! 'Old Platinum' would be more like it if there is any truth to the sales figures I've heard. So will this be a Phoenix that rises again?

Having written the Tiger's Tail commercial (also below), I find it hard to be objective ... at least about the core item. (Side note: The Tiger's Tail duster is actually made of two materials, only one of which is the original 'static' fiber.)

From a strategy perspective, however, I think it makes much more sense to focus on the duster than to complicate things with a three-tool system. I know I would have struggled to fit all three items into my commercial, and it is clear from watching the competitor's spot that he struggled with the challenge as well.

At best, the weaker item(s) take precious time away from the item(s) people want. At worst, no item comes across well and clarity (always the desired outcome) is sacrificed.

No comments:

Post a Comment