June 03, 2014

Bell + Howell Ultra Bulb

Description: An LED bulb
Main Pitch: "Can last over 10 years without burning out"
Main Offer: $19.99 for two bulbs
Bonus: Double the offer (just pay P&H)
Marketer: Emson
Website: www.BuyUltraBulb.com
Prediction: Unlikely to succeed

Thanks to new legislation, there's a lot of confusion -- and an explosion of choices -- in the light-bulb category right now. This pitch only adds to the confusion, and confusion is a sales killer. Even as an expert, I found it hard to identify a main point in the spot. Is it that this bulb works everywhere your old bulbs did? That it's better than a CFL? That it shines light in every direction? That it lasts more than 10 years? Or that it's cool to the touch?

Ultimately, though, this violates an even more important principle of DR: Create value. Old bulbs cost a few bucks each, if that. These are two for $19.99 for dim, 40-watt bulbs, and two for $29.99 if you want standard, 60-watt bulbs. (Figuring that out, by the way, required consulting a confusing chart on the home page.) Such pricing may be the new reality in this category, but consumers are still anchored to the old pricing, which creates a serious value-perception problem. And there are still a ton of cheaper options on the shelf.

1 comment:

  1. What about life expectancy? If the bulb last 10-15 years does that not make it a more economic choice?