Question

Topic: Advertising/PR

Free... Just Pay S&h

Posted by stacey on 6/21/2011 at 3:41 PM ET 250 Points
I have a simple product, a 'duh' product so no 'wow' factor here. The product is called a 'downspout safety cap'. (www.downspoutsafetycap.com).

What I need is to get the product out en masse so that people get used to seeing it and then will go into the retail stores to purchase.

This idea was offered to me; give it away. Give it away on the website and just charge shipping & handling. Maybe the first two are free w/$5.95 S&H and each additional cap is $1.00.

What are your thoughts on this? It feels gimmicky to me, but again people like 'free' maybe this would be a way to get it out there? We'd promote it w/pr and on radio.

Would love to hear your thoughts on the idea and/or if you've seen other products use this strategy w/success or failure. Also love to hear any additional ideas you may have to help get this product to market.

Thank you!

Stacey
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RESPONSES

  • Posted by Gail@PUBLISIDE on 6/21/2011 at 5:25 PM Accepted
    I agree with "free" -- you can't go wrong, unless it hurts you (my guess is that these guards aren't that expensive to produce).

    You are going to have to create an urgency and communicate it often and everywhere so that people realize they have to have this product. I don't think it's on people's "must have" items right now.
  • Posted by CarolBlaha on 6/23/2011 at 1:34 AM Accepted
    Free is a real problem in my mind-- there is a lot to go wrong with free. If it is "free" its cause it has no value. I have no urgency to buy it, after all it's free. And as in those infomercials-- free means the shipping and handling costs more than the product is worth. Which is why you can't put in Depot-- you'd really be putting it out for "free" and eating the ship and handling. Why would Depot put a product on their shelf with no margin in it for them? They evaluate each SF of space by the dollars generated. No manufacturer rep will take on a "free" product, we get paid on commission for sale of product not S&H.

    I'd work with "saw it on TV" people and work out a campaign. But "free" no-- put a price on it and create value.
  • Posted by stacey on 6/23/2011 at 4:19 PM Author
    Thank you for the responses.

    Gail, they are inexpensive to produce. The campaign would include 40-15sec spots/week on radio, along with online and podcast spots.

    KSA - as far as DRTV, it's such a cheap product it's not a good fit for DRTV, or so I've been told.

    I actually spoke to Guttersupply.com, he waits for there to be a need/request before he takes on new products... Guess I could call and request some!

    Also tried partnering w/Habitat for Humanity, was forwarded through a few folks and still no response. I'm just trying to give stuff away people!

    I've contacted multiple mfg reps, again it's an inexpensive product and they know they need to move a lot of volume to make it worth their while.

    The FREE angle would be the story behind why it was created (safety) and then that I believe in what it does so much that I'm willing to give it away for a limited time just to get it out there.

    Carol - If it worked to give it away for free to make money (better margins actually) on it and get people used to seeing it. Of course HD and Reps wouldn't take on a 'free' product. I wouldn't be exploring this campaign if it was already selling at HD for $1.97.

    UGH, maybe this product launching business isn't for me.

  • Posted by CarolBlaha on 6/24/2011 at 1:03 AM Member
    Actually many products carried nationally by True Value started in local stores. Many are independently owned as franchises and they do have power to bring in other than true Value core products. KSA has a point. But also-- I found True Value extremely receptive to new product. I took them one and it was just a quick phone call-- the buyer was very accessible and said "send it over". Unfortunately the company was under funded and went under as I was negotiating the deal.

    I would start small as you want to test the product. And I still stand that "free" is not good. It has been the kiss of death of many companies to go that route-- the "I'll make it up on futures"-- don't do it (please!)

    There are reps who's core biz is to bring product to the boxes.

    Don't take someone else's word for a product not being good for whatever outlet. Test it yourself. People have biases. And a converssation with the right person can give you the right angle-- and teach you about the market.

  • Posted on 6/24/2011 at 7:05 AM Accepted
    1) What problem is the downspot cover solving? That question is why I am skeptical about "free," implies solving that problem is trivial.

    2) What kind of multipliers exist -- an add-on product for roofers, companies installing downspouts, home repair services?

    3) What kind of internet mulitpliers exist, as an add-on product for websites already offering related products?

    4) What product could you represent yourself, or on your website? You then add your downspot covers as a bonus, or thank you for having purchase the "main" product.

    Hope these help.

    Regards,
    JH

  • Posted by stacey on 6/29/2011 at 12:18 PM Author
    Sorry for the delay in responding!

    KSA - I spoke w/many local hardware stores before making the product, feedback I received was great and they said to call when I had product. When we finally got product the outdoor season was almost over (I'm in MN) and seems they forget how much they liked you 10 months ago. I need to go back again though, they liked it, I just need to keep pounding on the doors.

    Carol - you're absolutely right, I need to find that right person to speak with.

    JH - The problem solved is two-fold 1: safety (the edges are sharp enough to cut a cucumber - see here for demo: https://bit.ly/k4Lsvn) and aesthetics; it's finishes the exterior of your home, it's trim. It's expected that the item doesn't cost a lot, so I'm not giving away a $20 item, it's a $2 item.

    In regards to multipliers, are you referring to online advertising w/these companies?

    #4 is a good question that I've never thought about.

    Thanks again for taking the time to share your feedback, it really is very helpful.

    Stacey
  • Posted on 7/4/2011 at 2:39 AM Accepted
    The price you charge for something is the ultimate expression of what you think the product is worth.

    What would you pay for a product that guarantees you'll never get cut by the sharp metal edge of a downspout? What's that safety worth to a homeowner -- especially one with kids who like to play outside in the yard and are curious about what's inside the downspout?

    I don't understand why this product is only worth a dollar or two. It seems to me that $4.95 is more like it -- maybe more if marketed properly. Even a box of adhesive bandages cost that amount, and they don't actually prevent the injury.

  • Posted on 7/4/2011 at 2:49 AM Moderator
    The biggest problem you have is that you're not a true "product believer."

    When you write things like "I have a simple product, a 'duh' product so no 'wow' factor here ..." my reaction is that YOU don't believe in your own product.

    Your product would have a big "wow factor" for parents who worry about their kids cutting themselves while playing outside the house, or people who really care about every last detail of how their house looks.

    When you devalue your own product how can you expect prospective customers to believe what you tell them about the product's benefits? And telling them the product is free ("Just pay shipping and handling ...") is about the lowest value you can set on the product.

    You're not selling a small piece of plastic. You're selling safety -- freedom from worry about a possible serious and painful injury due to homeowner neglect.


    P.S. Part of the problem might be your packaging. Does it position the product benefits clearly and offer useful information? Does it contain a guarantee? Do local pediatricians recommend it to parents of young children?
  • Posted by Jay Hamilton-Roth on 7/4/2011 at 8:40 AM Accepted
    Instead of connecting with hardware stores, connect with baby proofing stores:https://www.totsafe.com/, https://www.goodhousekeeping.com/family/safety/childproofing-products-1001, https://www.safebeginnings.com/, etc.
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