In the unpredictable world of As Seen on TV (ASOTV), you never truly know how consumers will respond to a product until you put it to the test. One of our hit products is a great example of this. It’s an almost standard practice for ASOTV campaigns to offer a bonus item in the main offer to sweeten the deal and improve the consumer’s perceived value. When one of the campaigns we tested last year yielded positive test results, we naturally attributed this to the main product. However, in subsequent market tests, we replaced this bonus item to analyze how different offers affect consumer response. To our surprise, we found that consumers were actually reacting to the bonus item, rather than the main product.
Intrigued by the results, 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 latest ASOTV hit and launched nationwide in retail this past February!