March 16, 2016

Selfie Starlite

Description: A star-shaped 'selfie' light
Main Pitch: "Gives you crisp, clear photos and videos every time"
Main Offer: $10 for one in white, one in black and pouch
Bonus: Double the offer, selfie stick (just pay a separate fee)
Marketer: Telebrands
Watch the spot

There has been no evidence so far that DRTV marketers can cash in on the 'selfie' trend. Believe me, I've tried. The reasons are fairly obvious in retrospect: The demographic is all wrong and the category (phone & tablet accessories) has the worst track record in our industry. This particular product also has a design that's bound to be polarizing. Some will think it's cute, others childish or silly. Do the calculation, and those are some pretty long odds.

S7 Analysis: Another way of saying 'wrong demo' is 'wrong target.' I'm also not sure how many people need better selfie lighting. Even for the most phone-obsessed teen, this seems like a problem that would be low on the scale. But I could be wrong about that. Teens could think it's positively devastating that their selfies are so dark. I wouldn't really know without some further research.

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