August 27, 2015

Good Vibes

Description: A vibrating compression sleeve
Main Pitch: "Combines compression and vibration to help relive pain in stiff, aching joints"
Main Offer: $29.99 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Watch the spot

This is another example of our industry's inability to ignore the Siren's call. However, this variation starts with a hit, which makes the call even more alluring. Marketers then try every possible variation of that hit to see if there's more room in the market. Sometimes there is, most times there is not. In this case, the project is chasing the success of compression garments and BeActive at the same time. At least it's not infused with copper!

S7 Analysis: Once again, the shortcoming here is with the crowded criterion. What's interesting is that in our business, one is often a crowd. Entering when there is already three (as with compression garments) just seems insane.

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