July 30, 2015

Palm Pro

Description: A can opener
Main Pitch: "Fits perfectly in the palm of your hand ... the fastest, easiest way to open a can"
Main Offer: $10 for one
Bonus: 2nd one (just pay P&H), can strainer (free)
Marketer: Allstar
Producer: Concepts TV
Watch the spot

One of the trickiest things about picking products for DRTV is evaluating 'wow' factor. We know that a "wow" reaction can overcome weaknesses in other areas (e.g. lack of problem-solving), but how necessary is it in general? A boring product that solves a painful problem can certainly find success, but how much of a liability is that? What does that lack of luster do to your odds of success?

I don't have the answer, but I do think the question applies to this project -- and can openers in general. In fact, the only can opener with any real 'wow' that I've seen is the One Touch Can Opener, a 2006 hit that Telebrands has now brought back as the TouCan. And that's an even bigger problem for this project. Generally speaking, there's only room for one. When the one is a cool, electric product that requires zero effort to use, and you want to compete with a manual alternative, that rule becomes even more formidable.

S7 Analysis: From a criteria perspective, I pause at different; i.e., Is a palm-sized can opener different enough to generate a strong impulse to buy?

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