C I A R E P O R T Competitive Intelligence Analysis Vacuums on Competitor Networks For the last 2 ½ years, we have reported the sales successes our competitors have enjoyed through vacuum cleaner presentation. As we prepare to introduce this Home product sub-category here, it may be useful to take a look at sales records, video, and the presentation methods our competitors have chosen to repeat. Common Methods in Vacuum Presentations Lifting Bowling Balls For a dramatic visual illustration of a vacuum s suction power, the demonstrator lifts a bowling ball, or multiples with the aid of a funnel, or a plexi tube. Measuring with a Vacuum Gauge The power of the vacuum is quantified numerically with a gauge.
Showing the Mechanical Guts The perception of the machine s industrial strength & durability is built by showing tough internal components. Letting Women Lift If a vac s light weight is a selling point, female show hosts or guests often demonstrate the ease of lifting.
Showing Off Suction An Assortment in Jars Jars are lined up, filled with an assortment of rice, beans, birdseed, beads, and powder. The vacuum hose is quickly moved from jar to jar, sucking up the contents in rapid succession. By using a mix of colors, you can also create interesting strata inside a clear receptacle. Then you can demonstrate the vacuums unaffected suction power, even when the canister is full. For a Wet/Dry vac, water is added to this demo.
Showing Off Suction An Assortment in Lines A similar variety of materials are deposited in lines, snorted up by a hose attachment or hand vac. Showing Off Suction Ridiculously Heavy Samples Extreme examples of heavier suctioned materials include steel nuts and quarters.
B-Roll of Real World Vacuum Use Examples of real world in-home use are shown on B-roll. In many cases, the use of competitor network models indicates this footage was not provided by the manufacturer.
A Display of All Accessories That Come With It
Showing Air Turbulence and Making Noise A close-up of the canister shows the turbulence of materials swirling around inside. The motor power is also illustrated audibly through the noise made by the vacuum. In some cases, listening to our videos in this report will suggest that our competitors deliberately capture motor noise as a selling aid. (We recall news reports of how vacuum manufacturers were able to develop powerful, yet nearly silent vacuum models years ago which were rejected by consumer sample focus groups, who equated noise with greater motor power. The manufacturers responded by deliberately engineering noise back into their new models.) Making Before & After Swaths
Demos on a Variety of Floor Surfaces To show vacuum versatility, demos are done on a variety of floor samples in the studio, including different types and colors of carpet, tile, hardwood, and linoleum. Last week, QVC added a twist to this multi-surface demo by spelling out the floor type in debris (likely deposited through a stencil) all of which were then vacuumed up.
Stairs In addition to B-roll, stair vacuuming is also demonstrated on set. Creating a Yuck Reaction At some point, the host will open a vac canister and dump out an assortment of debris, dirt, dust and hair, to provoke a yuck reaction followed by the comment Just think, you could be breathing this all in at home. All this stuff could be imbedded in the carpet where your children or grandchildren play. This tactic is sometimes augmented by graphics of microscopic organisms and allergens in your home that might otherwise be trapped in the HEPA filter within the vacuum on sale.
Video Vacuum Presentations <-- Click to play the Eureka Bagless Cyclonic HEPA Vacuum on QVC 11 min.
<-- Click to play the Fantom Twister 5000X Bagless Upright HEPA Vacuum on HSN 17 min. <-- Click to play the Euro-Pro Bagless Techno-Wonder Vacuum on HSN 16 min.
<-- Click to play Hoover Floor Care on HSN 1 hr. <-- Click to play The Oreck Challenge on QVC 1 hr.
<-- Click to play the Bissell Easy Vac Stick Upright on QVC 8 min. <-- Click to play the Roomba Robotic Vacuum on HSN 18 min.
<-- Click to play the Roomba Infomercial 25 min. Video Cleaning Compilation Shows (Including Vacuums) <-- Click to play Clean It Up on HSN (2003) 1 hr.
<-- Click to play Clean It Up on HSN (2002) 1 hr. <-- Click to play Cleaning Solutions on QVC 1 hr.
Vacuums HSN Today s Specials 08.19.2001 Quantity Sold: As of 12:20PM 1,500 5:20PM 3,100 9:18PM FINAL 4,200. ($839,790.00) 09.09.2001 3,100 sold as of 1:20PM. 4,200 3:20PM. 6,200 9:10PM. 6,900 11:10PM. ($661,365.00) 10.30.2001 16,630 sold as of 10:55PM. ($540,475.00)
11.15.2001 1,920 sold as of 9:15PM. ($191,712.00) 12.17.2001 9,250 sold as of 10:30PM. ($442,612.00) 12.30.2001 14,820 sold as of 11:30PM. ($1,094,457.00)
01.06.2002 5,360 sold as of 11:55PM. ($1,067,980.00) 01.26.2002 16,000 SOLD OUT at 11:45PM. ($788,000.00) 02.14.2002 4,340 sold as of 10:00PM. ($317,905.00)
Sunday - 06.02.2002 14,400 sold as of 8:30PM. ($694,800.00) Thursday - 06.20.2002 4,450 sold as of 9:00PM. ($168,125.00) Friday 07.05.2002 Quantity-sold was not shown or stated.
Sunday 07.14.2002 5,500 SOLD OUT at 10:30PM. ($1,095,875.00) Thursday 11.07.2002 6,000 SOLD OUT at 10:30PM. ($821,100.00) Saturday 03.08.2003 6,500 SOLD OUT at 9:00PM. ($1,207,375.00)
Vacuums QVC Today s Special Values 10.08.2001 60,500 sold as of 11:45PM. ($1,620,795.00) 02.07.2002 13,700 sold as of 11:45 PM. ($1,230,534.00)
Saturday - 06.01.2002 17,800 sold out of a 23,000 inventory as of 11:55PM. ($5,338,932.00) Tuesday 08.06.2002 SOLD OUT before Noon.
Saturday 09.28.2002 7,000 sold as of 11:55PM. ($1,987,440.00) Tuesday 04.01.2003 7,160 sold as of 11:50PM. ($910,322.00) Saturday 05.17.2003 8,200 sold as of 11:00PM. ($2,859,504.00)
Monday 06.09.2003 14,400 sold as of 11:55PM. ($1,005,696.00)