September 17, 2015

Garden Joy

Description: A kneeling pad
Main Pitch: "Helps you kneel down comfortably ... and easily stand up again without pain and strain"
Main Offer: $19.99 for one
Bonus: Pocket Pouch (just pay a separate fee)
Marketer: Telebrands
Producer: Kerrmercials
Watch the spot

In my analysis of top DRTV categories, I included one that I labeled "garden/yard." However, the "garden" part is harder to justify than the "yard" part. Even hits that technically fit the bill, such as Topsy Turvy, aren't made for true gardeners ... and that brings me to this project. For true gardeners, it makes sense. For everyone else, it doesn't make sense. The question is how many true gardeners are out there. Enough to support a DRTV campaign?

The Car Cane aspect of the pitch ("easily stand up again without pain and strain") intensifies the problem because it will only appeal to a segment of this segment. Then again, gardening and old age tend to go together, so at least that sub-segment is likely to be large.

S7 Analysis: The S7 targeted criterion asks two questions that are relevant here. The first: "Is the product designed for a big enough buying group?" That's just another way of stating my question above. The second: "Is that buying group known to be DR responsive?" If the target is older folks, the answer is yes. If it's gardeners, I see less of a case for a positive answer.

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