October 15, 2015

Free TV Key

Description: An HD digital antenna
Main Pitch: "You don't need expensive cable or satellite anymore"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay P&H)
Starring: Brian Hyder
Marketer: Tristar
Watch the spot

Tristar has had a good run with Clear TV, demonstrating that (contrary to my original thinking) there is a market for products like these. Telebrands also demonstrated this with Rabbit TV. Of course, the flip side of two top DRTV marketers being right and being successful is the concept stops being unique, and that is my main concern with this project.

Another is customer satisfaction with previous products, which can damage entire categories if significantly poor. A quick check online shows Clear TV with 2.9 out of 5 stars on Amazon. Rabbit TV has 2.6 out of 5 stars with a lot of negative comments suggesting the commercial may be misleading. That's not terrible, but if "readily available" and "not great" are word associations in the prospect's mind, closing this sale will be difficult.

S7 Analysis: Another way of putting the first concern mentioned above: Is this type of product still perceived as different enough to enjoy the success of its predecessors? If so, this looks good from an S7 perspective with a still surprising check mark in the targeted column.

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