August 22, 2013


Description: A portable door alarm
Main Pitch: "Stops crooks dead in their tracks with its loud, 130 decibel alarm"
Main Offer: $10 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Prediction: Unlikely to succeed

There are a few good reasons to buy something like this, but none of them have to do with home security. That is, I can't see anyone who is seriously concerned about a break-in buying and relying on a $10 'As Seen on TV' device.

People who travel often and stay in strange places might want one of these, but that doesn't describe most Americans. Parents with toddlers they want to prevent from running outside might also buy one of these to alert them when a door is opened, but again that is a segment of a segment. More to the point, this creative doesn't speak to any of those potential buyers, so any small chance there may have been to piece together enough arguments here to generate response is lost.

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