September 08, 2010

Review: Easy Reach

Description: A pulley system for plants
Main Pitch: "Lets you lower and raise plants with just a gentle touch"
Main Offer: $10 for two
Bonus: Two more (just pay P&H)
Marketer: Allstar
Producer: Hutton-Miller
Prediction: Likely to succeed

This campaign meets all of the S7 criteria, except perhaps one. It's a great product idea in a proven category presented with first-rate creative.

My only concern is the targeting. You have to be someone who owns a hanging plant to find the first half of this commercial interesting. I'm not sure how many people that is.

Later in the spot, the uses are expanded to appeal to almost everyone. I think that's the right approach to DRTV creative in general: Start narrow and go broad later. The alternative is to muddy your pitch by trying to be all things early on, but it never works. Viewers need to understand what the product is, what it does and what makes it different in the first 30 seconds. That's because most of the spots they see are branding spots of that length. Trying to fit multiple uses into that first 30 seconds is a recipe for confusion, and confusion is a sales killer.

That said, choosing a narrow position also means taking a risk people won't stay with the commercial long enough to see something that appeals to them. It's a Catch-22 that tortures a lot of DRTV marketers, myself included.

1 comment:

  1. It's funny because my people said that the Easy Reach BOMBED in the test they had. So it isn’t going live.