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)
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.