Have an invention idea for As Seen on TV? We are always looking for great ideas in our ASOTV Open Search. Keep reading to learn what categories are most successful on TV.
This is the fifth 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 ASOTV 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 ASOTV 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 ‘exercise & weight loss’ category and review some successful products, past and present.
Position: The revolutionary new way to shape and tone your arms, shoulders, and chest.
Shake weight is one of the few traditional short form exercise products to make it in the ASOTV industry. Typically, fitness products are advertised via long form DRTV with higher price points, but Shake Weight was introduced as a two-minute commercial spot for $19.95. When Shake Weight debuted about four years ago it immediately gained attention and parody due to the sexually suggestive nature of the product. Today, Shake Weight is offered in male and female versions and has sold over $40 million in sales. Beyond the virility factor and undoubted success, Shake Weight includes the characteristics we’ve previously reviewed that make ASOTV products success. What the spot below and see for yourself.
Position: Developed by a U.S. Navy SEAL, Perfect Fitness products use the latest advances in biomechanics and engineering to help you achieve better results in less time.
To reiterate, exercise and weight loss are not traditional categories in short form ASOTV in the $10-$20 price range, so for the sake of this post we are going to consider some items that have been advertised on both long and short form direct response television (DRTV).
Perhaps you may be familiar with the Hot brand, which are beauty products targeted toward teens and tweens: Hot Buns, Hot Huez, and Hot Designs. When applicable, ASOTV marketers use consumer brand loyalty to their benefit and try to grow a brand with a line of similar products like traditional consumer product companies. Similarly, Perfect Fitness first launched the Perfect Pushup on short form DRTV and after realizing success, followed up with additional long and short form spots as well as more products including the Ab Carver Pro, Perfect Sit Up, Perfect Pull up, and many others. Oftentimes, fitness and exercise products require demonstrations that cannot be adequately shown in 2 minutes, have large retail footprints and have higher cost of goods. Consequently, you’ll often see complex and expensive fitness products at higher price points and advertised in long form infomercial spots.
Spot: (Sit up) https://www.youtube.com/watch?v=e1HHZYwNjmw
(Ab carver pro) https://www.youtube.com/watch?v=qdBZjS821Ro
(Perfect push up) https://www.youtube.com/watch?v=gvhbm9EHNSk
Position: The fast, fun, dance-inspired workout that makes losing weight fun.
Exercise videos have realized a good deal of success thanks to short and long form DRTV, and one that seems to stand out from the others is Zumba. Zumba started as a long form DRTV infomercial in 2002 and has catapulted into a fitness phenomenon. Today, approximately 15 million people take weekly Zumba classes in over 200,000 locations across more than 180 countries. In addition to DVDs and fitness classes, the company has also launched a clothing line, multiple video games, and a compilation party album. Again, long form DRTV fitness infomercials are not within the same realm of the typical short form ASOTV products that we typically discuss here, but some of the same criteria still do apply. It’s easy to see how the high-energy dance moves of Zumba really make a great demonstration for As Seen on TV.
Have you ever thought “Wouldn’t it be cool if…”?
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