Earl Pardo is a partner at Will It Launch, a company that identifies and markets As Seen on TV (ASOTV) products for sale in outlets including national chain stores like Walmart, Walgreens, CVS, and Target. To determine whether a product meets the requisite criteria to be sold with the ASOTV label, Earl Pardo and his associates at Will It Launch ask the following questions:
1. Is the product unique? It needs to be different than others currently available, and that distinctiveness should be apparent to the consumer.
2. Does it provide a solution to a problem? Products that can remedy a common issue or make the buyer’s daily life easier are more likely to be purchased. The more widespread the problem, the more success the product will have.
3. Does it have mass appeal? The design and purpose of the product should be geared to interest as many people as possible.
4. Is the product priced appropriately? ASOTV items are generally in the retail price range of $10-$50. This makes them more likely to be impulse purchases.
5. Can it be demonstrated visually? The usefulness and function of the product must be plain for the consumer to see.
6. Is it believable? If consumers doubt the credibility of the product, they are less likely to buy it.
7. Can the product be explained easily? A clear description or demonstration of the product should fit in a brief time window.
