September 17, 2015

Twitch Lure

Description: An electronic fishing lure
Main Pitch: "Flashes and vibrates like a wounded bait fish"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay P&H)
Marketer: Tristar
Watch the spot

I was surprised to discover recently just how few people fish on a regular basis. It's about 7% of the population with about 14% falling into the category of "occasional" fishermen. Meanwhile, more than half of people never fish. This helps explain the failure of almost every DRTV fishing product since the 1990s. The market is too niche and thus too difficult to target using mass media, especially at modern rates.

S7 Analysis: I mentioned the word "target" and, once again, that's the key S7 shortcoming here. Otherwise, this is a cool product that's different and needed by anyone but champion anglers.

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