Ad Age's headline, "Marketing's New Red-Hot Seller: Humble Snuggie" caught my attention today because we laugh about the Snuggie a lot at home. We watch a lot of football and basketball games and have seen the commercial many times since October. When it came time for my husband's "As Seen on TV" Secret Santa exchange at work, the whole family was pulling for a Snuggie. (He came home with a perfect pancake puff pan having had the Snuggie "stolen" by an eager co-worker.) Our four-year-old continues to remind us why we need a Snuggie.
The Snuggie may be a running joke in our house and on YouTube, but the people laughing the hardest are the ones behind it. Allstar Marketing Group is laughing all the way to the bank having sold over 4 million Snuggies, nearly $40 million in retail sales, in the past three months.
All humor aside, what really got my attention in the Ad Age article is how the Snuggie has benefitted from the down economy. "The timing worked well on many fronts for Snuggie. With conventional advertisers pulling back, remnant time for direct-response ads has swelled. And because apparel and other consumer-product sales are down, plenty of idle Chinese factories are eager for business." It reminded me of something Robert Kiyosaki wrote in his recent Entrepreneur article, Go Big or Go Home: "Businesses that promote while others cut their ad budgets have a better chance of getting bigger . . . even if the economy is shrinking."
Sure it helps to have a desirable product or service, but it helps even more when you keep telling people about that product or service.
Click here to read the whole story. http://adage.com/article?article_id=134080
Posted by Karie
