Description: A bundling device
Main Pitch: "Your one solution for organizing, binding, securing and repairing"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay P&H)
Starring: Brian Hyder
Watch the spot
The concept of "usage occassion" comes up when I think about items like these. An ideal DRTV product should have a frequent usage occasion, meaning people will use it often enough to justify the purchase. Actually, to be more precise, people must think they will use it often enough to justify the purchase. When I think about bundling stuff, I don't see that being the case.
I understand why this item was tried, though. It's Old Gold. The original item was Direct To Retail/ARM/Cricket's Handy Bundler, and it sat on the annual charts from 1997-1999, topping out at No. 6 in '98. That's impressive. However, an attempt by SAS to bring it back in 2008 (under the name EZ Bundler) was not successful.
S7 Analysis: Perhaps another way to look at this is as a market-size issue (how many people are bundling anything besides newspapers and magazines on a regular basis?) and/or an age-related issue (come to think of it, how many people still read printed newspapers and magazines?). In S7 lingo: Is this sort of solution targeted toward a big enough buying group to be successful? My gut says probably not.