Description: A seatbelt for dogs
Main Pitch: "Perfect for keeping dogs of every size happy and safe"
Main Offer: $19.99 for one
Bonus: Six-foot leash, Pet Groom Pro (just pay additional S&H)
Starring: Christina, the "Pet Safety Lady"
Marketer: IdeaVillage
Producer: Hutton-Miller
Website: www.DoggieSeatbelt.com
Prediction: Likely to succeed
Pet products have higher-than-average odds of success on DRTV. This campaign has that going for it, plus it meets all of the SciMark Seven campaign criteria.
It does have a few shortcomings, however. For example, one of the Divine Seven product criteria is "credible." That speaks to the perception that the product will work as advertised. This product may have a credibility problem because while it does provide some forward restraint, it doesn't look like it will keep a pet from going sideways.
Another issue is that this is a prevention product. While I don't include that in my standard criteria as a disqualifier, there's a good reason why "prevention doesn't sell" is a well-known saying. One could argue seatbelts themselves are a prevention item, and look how popular they are! But two things must be considered. One, seatbelts are a mandated safety feature. Cars cannot be sold without them. And two, most states have had to pass seatbelt laws to get people to wear them ... and even that isn't working if my day-to-day observations (and my own habits) are any indication.
Still, pets are the new children, and $20 seems like a small price to pay to protect your little precious from flying through the windshield.
