February 26, 2015

Style Stockings

Description: Compression stockings
Main Pitch: "Keep your legs and feet feeling and looking great all day"
Main Offer: $10 for one in choice of 4 patterns
Bonus: 2nd one (just pay P&H)
Marketer: Allstar
Producer: Monte-Brooks
Watch the spot

Without consumer research, it would be impossible to guess whether the sort of woman who needs compression stockings would find this pitch motivating and these styles appealing. Thankfully, this marketer believes in consumer research, so despite the odd nature of the product, it must have a shot.

Of course, compression garments are nothing new to DR. There must be a dozen copper-infused variations on TV by now (for fun, open the latest Jordan Whitney and count the campaigns that have “copper” in the name), and the success of Ontel’s Miracle Socks (a 2011 True Top Spender) and Telebrands’ Ankle Genie (a 2014 True Top Spender) before the ‘copper explosion’ demonstrated the core concept is also viable.

S7 Analysis: The one I pause on is targeted. This project definitely faces the ‘segment of a segment’ problem. The question is whether that segment is large enough to support a campaign. One thing I know: DR buyers skew older, and older women are the ones who have the problems that are solved by compression stockings. When segmenting, it’s always good to be within the center of the ideal target.

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