Miss the As Seen On TV tweet chat with our DRTV Director, Anna Curry? Below is a recap of the tips Anna shared during the chat.
In the past when thinking up an ASOTV idea, we?ve told you to ask yourself 5 simple questions…
- Does the product solve a common problem?
- Is it a problem that consumers already know they have?
- Can the product be easily explained or demonstrated in a visually interesting manner?
- Does the product have mass market appeal?
- Will the consumer find the product?s promise believable?
Today, we’ll share a more complete list of things that work/don?t work and give tips to come up with the NEXT GREAT IDEA.
First, let’s talk about what works…
- Small items work best, as we are shipping directly to the consumer. We cannot ship a product like Charlie Lumsden?s Hydroliptic.
- Does your product simplify something for the user? Products that take steps out of a process for a consumer work well.
- Products that are good for TV can: 1.) Be introduced quickly; and 2.) Be sold quickly.
- We want products that do 1 thing really well so we can spend time selling the consumer on why they need it right now.
- ?One size fits all is ideal. Multiple SKUs create more risk from an inventory perspective.
- Ask yourself: ?Would my product be suitable for the aisles of Walmart or Target?? If the answer is yes, you’re well on your way, as you?ve confirmed your product is suitable for the everyday consumer.
- If there’s a similar product already in the marketplace with a big player, yours MUST be novel (& patentable). It also helps if yours could be made for less $ than the big player?s.
- The most successful ASOTV products appeal to everyone – men and women of all ages.
- A typical consumer would need to use your product every day. Regular use plays a part in impulsiveness.
- Products that can be explained in 3 easy steps are ideal.
- If your product offers the consumer a DIY option, it must be a VERY EASY process.
Now for what doesn?t work?
What doesn’t work
- The ?do it all? item. When your product does everything or lots of things, it?s challenging to convey it all in 90 secs.
- Products that promise relief or have an aroma. If touch or experience is needed to appreciate it, it’s hard to sell on TV.
- Products that require the consumer to add another tool to their tool drawer. We?d rather see ideas that allow the consumer to eliminate a tool in their tool drawer.
- Products (such as games) that guarantee hours of fun. Fun is a matter of opinion & games typically aren’t impulsive buys.
- Products that are only useful for one season aren’t ideal. Seasonal items present launch difficulties on TV. Once you?ve scaled media & attracted the consumer, the season is over.
- A product that is useful, but not something a consumer will purchase the very first time they see it.
- A product that promises to prevent or solve a future problem. Consumers need to see the immediate need.
- A good fit for TV will have the ability to make a consumer jump off the couch to purchase it.
- Products that offer a solution consumers can already get from something currently in their home.
- Products that require people to change the way they?ve done something for years. People struggle with change, so in this case your product must overwhelming prove to be better, easier & more convenient.
- Products that add complexity or additional steps to an already relatively simple process.
- Smaller/portable versions of something a consumer likely already has. Space saving solutions must be very novel.
- Solutions in ?hobby? categories. If you have to enjoy the hobby to want the product (golf, sewing, fishing, etc) you are limiting your audience.
- If your product requires a consumer to do more work today than they did yesterday, forget it.
- Decorative items are also tricky since they introduce an element of personal taste.
Now let?s talk brainstorming tips. If you?re struggling to come up with your idea, these may help?
Tips for brainstorming a new idea
- Inventor Peter Lefferson recently shared that he starts by identifying a common item & thinking of how to improve it.
- Pinterest is a useful tool. You can make inspiration boards, get inspired by others? pins & possibly spot trends.
- Google Trends is a great resource, as well. Here you can see trends in what consumers are searching for online.
- Lastly, pick one category a day & focus your energy there (e.g., health, beauty, kitchen, tools, pets, fitness, etc.)
I hope these tips and tricks will help you as you try to create the next great ASOTV idea. We?re excited to see your submissions!
Don?t forget the ASOTV search closes Monday, March 25. Visit the search here: http://bit.ly/XWODsY