February 25, 2016

Recline Easy

Description: An extension handle for recliners
Main Pitch: "Lets you recline with ease and makes getting up a breeze"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands (2015 True Top Marketer)
Producer: Kerrmercials
Watch the spot

This seems too overly specific to be a good DRTV item. It's the 'segment of a segment' issue: Adults > who have recliners > who struggle to use said recliners. Even if the product were able to find its market on TV, the campaign would be limited.

I suppose Trusty Cane and, to some extent, Car Cane (everyone uses a car, not all use a recliner) give reason for hope. But I'd bet both of those campaigns faced the problem I'm articulating.

S7 Analysis: This item hits two out of three product criteria, but in this case two out of three is bad. Specifically, it's different and needed, but only for a too-narrow target market.

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