March 10, 2015

Be Quiet


Description: A snoring solution
Main Pitch: "The safe, effective way to sleep the night away"
Main Offer: $10 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Top Dog
Producer: Hutton-Miller
Watch the spot

Although it doesn't meet some of the key criteria for DR (see below), the snoring category can certainly produce hits. A product called D-Snore appeared on the charts in 2000 and 2001, Never Snore in 2002, ZQuiet in 2010 and Pure Sleep in 2008, 2009 and 2012.

This product strikes me as something the user might be embarrassed to wear, but then I think of all the people I know who use those CPAP contraptions, and I am less concerned about that potential barrier to purchase. If the problem is strong enough, people will 'do what they gotta do.'

S7 Analysis: Snoring is one of those categories I don't understand well. Again, the problem is strong, but the the target market is a segment of a segment and the available solutions are many. In S7 language, that's a plus for needed but two minuses for targeted and uncrowded. However, those shortcomings can probably be overcome if enough prospects in the target market view the product as different enough to be worth trying.

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