February 05, 2015

Bed Boost

Description: An inflatable mattress supporter
Main Pitch: "Revives your old, sagging mattress instantly"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay P&H)
Marketer: Ontel
Producer: Concepts TV
Watch the spot

This project is the second of its kind to hit the airwaves. The first was Bed Renu in December of last year. Because the first project was done under the radar, I can't tell if this is a legitimate duel, a 'follower' item or even a second attempt under a new name (which would not be uncommon for this marketer). I also can't tell if the first project was successful because not enough time has elapsed. Informative blog, huh?

What I can tell you is that Furniture Fix, a variation of this idea applied to couches (and also sofa beds), was a top 10 hit for Hampton Direct in both 2011 and 2012. And Concepts TV produced that commercial as well. So there!

S7 Analysis: There's a lot to like about this project from an S7 perspective. In fact, there's an argument to be made for giving it a seven out of seven. All of my doubts have nothing to do with checking the usual boxes. My question goes deeper and tries to get inside the head of the consumer.

Does she put her own comfort on the same level as her guests' comfort (e.g. when they sit on her couch or sleep on her sofa bed)? Or does she value her nightly comfort much, much more -- possibly even to the point where dropping several grand on a Tempur-Pedic seems like a better idea than taking a risk with a $20 fix for her sagging mattress? The answer to that question will determine the fate of these projects.

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