January 22, 2015

Pillow Fight!

Bamboo Magic Pillow

Main Pitch: "Uniquely designed to provide comfort, contour and coolness"
Main Offer: $29.99 for one
Bonus: 2nd one (just pay P&H)
Marketer: Emson
Watch it on iSpot.tv

Miracle Bamboo Pillow

Main Pitch: "Softer than cotton while providing temperature regulation and the support you need"
Main Offer: $29.95 for one
Bonus: 2nd one (just pay P&H)
Marketer: Ontel
Watch it on iSpot.tv

Bambillo

Main Offer: $29.99 for one
Bonus: 2nd one (just pay P&H)
Marketer: Tristar
Previously reviewed on: November 27, 2014 (read it here)

This post should be titled "Dueling Pillows," but I couldn't resist the play on words. Besides, I've already used that title once before.

If 2014 is "the year competition reached a new level," then 2015 is off to a competitive start. This is only the third triple duel I've noted. (Both the first and second were in 2012.) As for this duel, I won't bother to predict a winner because it looks like Ontel is already at retail. The marketer also happens to have the best of the three commercials.

S7 Analysis: While poor sleep is certainly a problem in America today, the abundance of solutions (this category is super-crowded) makes it hard to call this needed. Along similar lines, I don't find this product different enough from other pillows to make a strong impression. Finally, as I've mentioned in posts about similar items, it's hard to make an engaging commercial about people sleeping, and the higher price points make the offer less motivating than in a typical DRTV commercial.

In summary, the S7 strongly indicates this type of product shouldn't produce a good CPO, and the recent history of pillows supports that hypothesis. No doubt past history (four pillows made the charts between 2010 and 2012) and the allure of promotional placement is what continue to drive these attempts.

No comments:

Post a Comment