July 30, 2015


Description: A Bluetooth padlock
Main Pitch: "No more combinations, no more keys ... you just click to open it"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Watch the spot

This is a "wow" product at an unbelievable price. If not for everything I know about the DRTV buyer, I'd predict a hit!

S7 Analysis: At the risk of sounding like a broken record these days, the issue here is the target. The typical DRTV buyer is older and fairly technophobic. The target for this type of product is young and tech-savvy. Figuring out how to reach the latter buying group with DR advertising is the next big challenge facing of our industry.

1 comment:

  1. A number of creators pitched smart padlocks to the Kickstarter community last year and met with mixed results. The Bluetooth Padlock was the most ambitious of the lot, being the only keyless padlock to support both Bluetooth 4.0 and NFC (Near Field Communications) for unlocking.