This is the seventh post in a series where we will explore what we believe to be the 10 chief categories that comprise the As Seen On TV (ASOTV) industry. It is important to note that while most ASOTV products fall into one of these categories, it is not all encompassing.
The ten categories that we will be including in this series are health & beauty, pets, kitchen, storage & organization, tools, exercise & weight loss, bath, and children’s toys. Each week we’ll dive into one of these categories and take a look at some of the all-time top products in that category and explain why we believe they make great As Seen on TV products. In our industry, we typically consider an ASOTV product that sells over 2 MM units a good product. Great products (mega hits) can sell 10 MM units or more. However, actual financials and sales data for As Seen on TV products are typically unknown, so for the purpose of our blog we will define success by whether or not it made it to retail.
This week, we’ll take a peek into the ‘bath’ category and review some successful products, past and present.
Position: The world’s first and only carpet uniquely made for your shower, tub, or anywhere there’s water, dirt, or mildew.
The concept or material for this product may not be completely revolutionary, but positioning it as a carpet for the shower or bath certainly makes it innovative and unique. The spot uses a pitchman, and for an As Seen on TV product like Aqua Rug that lacks in demonstrability, it makes a huge difference. One part of the spot that makes this product stand out is when you see the dirt and wine rinse off the mat in seconds. It is a great demonstration for a product that otherwise is not very dynamic. Though Aqua Rug may not rank so high on the scale for products that solve a common problem, it surely knocks it out of the park in terms of mass marketability, cost, and simplicity.
Position: A revolution in convenience… a foot massage every day.
Foot products have a decent track record in the As Seen on TV industry, which we touched on in the first post of this series with PedEgg. Easy Feet is another simple, yet innovative product that solves a common problem. The spot is straightforward and repeatedly demonstrates how to use the product, emphasizing the ease and speed of use. In addition to its simplicity, demonstrability, and mass marketability, this product is both small in size and inexpensive, which means Easy Feet meets all of our criteria for a great As Seen on TV product.
Party in the Tub
Position: Now kids can enjoy bath time, all the time.
Party in the Tub is another one of our As Seen on TV hits, which you may have already read about on our blog. As is standard practice in the As Seen on TV industry, we tested the concept of Party in the Tub as a bonus item in the main offer for a different product. After the initial test results suggested we may have a hit, we conducted subsequent market tests and realized the consumer response was attributed to this bonus item, rather than the main product.We produced a commercial spot and launched a market test with that bonus item as the main product. Sure enough, Party in the Tub became our next hit and launched nationwide in retail this past February. Although the idea for this product was conceived differently than our others, Party in the Tub still meets all criteria we look for when reviewing As Seen on TV products—it’s demonstrable, small in size, simple to understand, inexpensive to manufacture, and can be mass marketed.
Have you seen the commercial spots for any of these products on TV? Have you purchased any of them? Let us know in the comments below!
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