October 29, 2015

Crack Away

Description: A concrete crack sealer
Main Pitch: "Fill in those cracks and make your property look new while preventing further damage"
Main Offer: $14.99 for a one-quart bottle
Bonus: 2nd bottle (just pay a separate fee)
Marketer: Telebrands
Watch the spot

Allstar 'fast failed' with a similar product, under the name Insta Fill, in the summer of 2014. (See No. 12 in this Weekly Round-Up.) The bet is that a large enough percentage of people currently have cracks in their concrete that need filling. Past history indicates this is probably not the case.

S7 Analysis: The weakness here is a combination of two criteria. The product probably isn't needed by a large enough buying group (i.e. target). If it were, this one would have a decent shot at success because the pitch is quite motivating.

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