November 26, 2013

Go Belt

Description: A storage belt for small personal items
Main Pitch: "Hands-free security that stays in place, right around your waist"
Main Offer: $10 for one with Go Wallet
Bonus: Double the offer (just pay S&H)
Marketer: IdeaVillage
Producer: Sullivan Productions
Prediction: Unlikely to succeed

This item reminds me of the SPIbelt that was tested years ago and never heard from again (but apparently does fine online and in certain sporting goods chains). I think my comments back then are still relevant and apply here:

[T]his item gets a checkmark in every category except 'problem solver.' That’s because it only solves a pressing problem for runners. But here’s the Catch 22: If you were to narrow the pitch to hit that target demographic, you wouldn’t be talking to the mass market or the older DRTV buyer any longer.

The commercial does make a noble effort to expand the uses for the item beyond outdoor fitness, but I just don't think any of those uses are particularly motivating. Moreover, the fanny pack crowd -- insomuch as they still exist -- won't believe this is roomy enough to replace their old standby.

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