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Posts Tagged ‘infomercial’

Avoid Shelf Potatoes: Do It Right the First Time

August 16, 2010 Leave a comment

Avoid Shelf Potatoes by succeeding the first time. This is critical both with retailers and inside your company. Consumers are more forgiving.

A shelf potato has failed in its first attempt to make a first impression. And that means that corporate and retailer politics may be stacked against efforts to make them come alive.

So, the most important Shelf Potato lesson is that AVOIDING them in the first place is your best way to success.

How can products avoid becoming potatoes? Learn from the lessons here. Know when you need communication to drive a product and either supply that communication or don’t proceed with introduction. Use research (and honest introspection) to detect problems ahead of time. Negotiate carefully with retailers to ensure the right placement. And, avoid putting a product at mass retail before you’re ready. Quite often, retail merchandisers will love a product but not be the best judges of the challenges it will face on the shelf. Read more…

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Eight (8) Reasons Products Sit on the Retail Shelf

July 21, 2010 2 comments

Grills like this were on the shelf for nearly 20 years before communication made a breakthrough

Grills nearly identical to George Foreman’s lingered on store shelves for nearly 20 years. Then, the Foreman infomercial blew the doors off driving over $100M in sales in two years. And we learned that while the Grill delivered tremendous value to consumers, no one had known of those benefits or believed it would deliver them.

Not all Shelf Potatoes have potential like the Foreman Grill. Some sit on the shelf because they should. Contributor Ben Smith has noted that the Microsoft Kin was released with massive communication, failed to show unique value, then lingered on the shelf only to be cancelled leaving a black spot on Microsoft’s reputation. Read more…

Snuggie was A Shelf Potato

July 12, 2010 1 comment

Why would a shelf potato this cozy want to race out the door?

For years, a blanket with sleeves called the Slanket sat on shelves. And it wasn’t alone as Gizmodo tells us. These blankets with sleeves sold okay. And when you read reviews by people who owned them, they liked them.

But they never sold in the volume that the Snuggie has. So what turned Snuggie into a super-hit? Communication.

Yup, those cheesy ads. Love them, hate them, or merely put up with them (because what choice is there?), Snuggie’s advertising drives sales. I guess we needed to see the entire family cheering on their team while dressed in Snuggies (and with their backs uncovered). And without their ads we’d still look at a Slanket on the shelves (if they ever got there) and decide they looked just like … well … a blanket. If you’d run into the Slanket at retail, would you have known why you might want one? (And did they have them in leopard print? Oops. That came later.) Read more…