February 27, 2009

Review: Slim Belt

Description: An "invisible" belt with a flat buckle
Main Pitch: "Eliminates sags, gaps and bulges" and "gives you a slimmer appearance"
Main Offer: $10 for one belt in clear
Bonus: Second belt in black (just pay separate P&H)
Marketer: Ontel Products
Producer: Blue Moon Studios
Website: www.BuySlimBelt.com
Product (D7) Score: 5 out of 7
Commercial Rating: Good

This product is positioned toward slim young women. Unfortunately, that group is under-represented among DRTV buyers. There is a way to position it toward older, larger women, but I recognize the challenges of showing such women in a commercial. Still, I think it has to be done to make the product sell. I would reconsider the creative, which is very well done otherwise, from that perspective.

Then again, maybe the problem this solves is too small and the item is too much of a commodity to excite the impulse to "call now." Women also view a belt as an accessory, which means personal taste and the rules of fashion come into play. Any time this is the case, the odds of DRTV success decrease significantly. Sometimes the rules can be broken, especially when the utility of a product is strong (Buxton Bag is a case in point). But many times women put fashion above functionality, and that kills the sale.

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