Review: Bra Tree

Description: A bra organizer
Main Pitch: "Keeps all your bras in perfect shape by giving them their very own place"
Main Offer: $19.99 for one (pink or black) with bra saver bag
Bonus: Double the offer (just pay P&H)
Starring: Taylor Baldwin
Marketer: Plymouth Direct/Media Enterprises
Producer: Hutton-Miller
Website: www.BraTree.com
Prediction: On the fence

I don't have a good sense on this one because personal experience and DRTV history offer little in the way of clear direction. My handful of attempts at marketing a closet-organizing product have met with failure. Several closet hangers have been successful over the years (Magic Hangers, Huggable Hangers, Wonder Hanger), but the common benefit is that they were all space saving. The only bra-saving item that ever popped up on my radar was Bra Baby. Although it seems to have found some success, it wasn't a big DRTV item.

If this were my project, then, I would have filled the knowledge gap with some kind of market research. Looking at the creative team behind this one, I'm sure that's exactly what happened, so there's a decent shot this project will succeed.

Review: GSP Rush Fit

Description: A DVD workout program
Main Pitch: "Ultimate home fitness"
Main Offer: 3 pay of $29.99
Starring: Georges St-Pierre
Website: www.GSPRushFit.com
Prediction: On the fence

Since I don't have a great understanding of what drives sales in this category or how the business model might be different, I can't say one way or the other how this will fare. I am also hopelessly biased toward the positive here because I am a big GSP fan! I wish him well.

On a separate note, this test is noteworthy because it is yet another example of the MMA short-form fitness trend and a UFC legend participating in that trend. Other legends that have tried their hand include Randy Couture (Tower 200, No. 2 on last year's True Top 50), Chuck Lidell (Jack Rack) and Rich Franklin (Iron Arms).

Review: Ready Laces

Description: Colorful shoelaces
Main Pitch: "Cool new laces that never need tying"
Main Offer: $10 for three laces
Bonus: Three more laces (just pay separate P&H)
Marketer: Telebrands
Website: www.ReadyLaces.com
Prediction: Unlikely to succeed

This product doesn't offer enough "wow factor" for kids to pester their parents about it, and we know that pestering drives sales in this category. That's probably why the site is already down (although, again, I made my call before that happened.)

Review: Sonic Breathe

Description: A compact humidifier
Main Pitch: "Eliminates dry air that causes sore throats, hacking coughs, bloody noses and inflamed sinuses"
Main Offer: $29.95 for one with carrying case
Bonus: 2nd one with carrying case (just pay P&H)
Marketer: Emson under the "Bell + Howell" brand
Website: www.TrySonicBreathe.com
Prediction: Unlikely to succeed

This posting has been corrected. A previous version stated that the Website was down, but it had just moved to a different Web address. (HT: Bob K.)

This commercial features a classic "contrived problem." That is, a problem doesn't really exist, so one is made up. In debates, this is sometimes called a "straw man" argument. You set up a superficial problem and attack it to score points. But the "straw man" here -- humidifiers that are big and bulky -- doesn't score (that is, sell anyone) because people who use humidifiers have been to the store and know they come in all kinds of convenient shapes and sizes.

Review: Go Booster

Description: An inflatable car seat
Main Pitch: "Weighs less than 2 lbs," "small enough to fit in a handbag or suitcase"
Main Offer: 3 pay of $19.95
Bonus: Free travel tote and cover
Marketer: National Express
Website: www.GoBoosterSeat.com
Prediction: Bomb

I often talk about "segmenting a segment." This product goes beyond committing that violation. Call it "segmenting a segmented segment." Its primary target seems to be parents (a minority segment of DRTV buyers) of toddlers (getting smaller) who travel enough with their kids to need a temporary booster seat solution (we're down to a few dozen people now). You can always tell a marketer is stretching when they make naked pleas such as, "Your child may be too old for a car seat, but she still needs a boost."

Making things worse, it seems these parents (or their children, apparently) must have good lung capacity and a lot of patience to use this product. Speaking as a father of two toddlers, this narrows the segment to near zero. I can just see it now: "I know we're already late to Disney World, kids, but hang on while daddy blows up this booster seat."

Oh, and did I mention this thing costs $60? I'm sure there was a rationale there somewhere, but I have no idea what it might have been.