October 01, 2015

Last Chance!

Today is your last chance to register for "What Every DRTV Pro Should Know" at the pre-show price. After today registration will still be possible, but the price will be $100 higher.

Click here to register now.

Canine Condo

Description: A pet tent
Main Pitch: "The perfect retreat from pouring rain or the blazing sun"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Producer: Concepts
Watch the spot

This is sort of like the outdoor version of the Pet Cave. I suppose there is a market for a portable doghouse -- a literal pup tent -- but I don't see it being a DRTV item.

S7 Analysis: From an S7 perspective, the big question is whether this is needed. I guess we'll find out.

Handi Shield

Description: A tag holder
Main Pitch: "Securely protects any parking pass"
Main Offer: $10 for one
Bonus: Car Bar (just pay a separate fee)
Marketer: Telebrands
Watch the spot

Amateur hour. Wait ... what? This is the industry's True Top Marketer for the last three years in a row? I don't get it!

S7 Analysis: I'll start with the positive: This category is most assuredly uncrowded Moving on to the negatives ... You know, everything else.

Weekly Round-Up

  1. Better Bacon Press. Marketer: Eagle Eye. Producer: Hutton-Miller. Pitch: "The perfect way to cook crispy bacon." Comments: Bacon is awesome, and Hutton-Miller is awesome (especially when working with bacon) ... but this is a solution in search of a problem. [ss]
  3. Click A Color. Marketer: Norman. Producer: Opfer. Pitch: "Revolutionary color-changing LED light bulbs." Comments: A beautifully shot commercial, but the target is all wrong. This is a kids' item at best. Adults are more inclined to buy something like Underlight, and that doesn't seem to have gone anywhere. [ss]
  5. EverCool Towel. Marketer: InvenTel. Pitch: "The cutting edge technology cooling towel to quickly cool you down any time anywhere." Comments: The product is a follower (see Endura Cool) and the creative is highly derivative as well. [ss]
  7. Gazoos. Marketer: National Express. Pitch: "Gets your dog off the couch with its unique talking, squawking." Sort of a cross between Wobble Wag Giggle Ball and Ball Pets . It's anyone's guess whether items like these will work on DRTV. [ss]
  9. Phone Pocket. Pitch: "The ultra slim stick-on wallet." Comments: Been there, tried that (concept). [ss]
  11. Space Ball. Pitch: "Grip it. Whip it. Slam it. Kick it." Comments: Projects like these are hit or miss (sports pun intended). In fact, IdeaVillage's Hover Ball is one of the few recent ones that have had any success. [ss]

September 27, 2015

DRTV Pop Quiz (3)

Time is running out to sign up for my "What Every DRTV Professional Should Know" seminar at the 2015 ERA D2C Convention, which takes place Monday, October 5 between 1 and 4 pm. You know you want to go, so I'll wait while you visit the page for the event ...

All signed up? Great. Still not convinced you should attend? I get it. Either way, take my third and final quiz below to see where you stand:

  1. According to hit lists from the last several years, what is the No. 1 category for DRTV products?
  3. Name two appropriate uses for a 'split screen.'
  5. What famous advertising concept, introduced in a seminal 1981 book by the same name, describes how to differentiate a product in the mind?

Take a moment to ponder -- or perhaps to sign up for my seminar after all :-) -- and then take a look below to see how you did.

Here are the answers:

  • The No. 1 category for DRTV products, by far, is kitchen/cooking. See the end note (1) below for a list of every hit I jotted down during a recent examination of the last five years. I'll go over the other top categories, and the bad categories as well, during the seminar.
  • Two appropriate uses for a 'split screen' are comparing (e.g. a side-by-side demonstration) and contrasting (e.g. before and after). During the seminar, we'll explore more than 10 techniques for making DRTV commercials that sell.
  • The advertising concept that describes how to differentiate a product in the mind is "positioning." It was introduced in 1981 by Al Ries and Jack Trout in a book titled, "Positioning: The Battle for Your Mind." Mr. Ries has two cameos in my presentations for the seminar (his concepts, that is).

For those keeping score at home, this was actually my fourth quiz. The first appeared on the ERA blog in July. The others are here and here.

See you in Vegas!


(1) Here's that list of kitchen/cooking hits (in alphabetical order): AeroKnife, Bacon Wave, Bake Pop, Chef Basket, Chop Magic, Dump Cakes, Edge of Glory, Eggies, Miracle Grill Mat/Yoshi Grill & Bake Mat, Orgreenic, Pasta Boat, Perfect Pancake/Flip Jack, Perfect Bacon Bowl, Perfect Brownie, Perfect Meatloaf, Perfect Tortilla, Pop Chef, Potato Express, Samurai Pro, Slap Chop, Slice-O-Matic, Stone Dine, Stone Wave, Stufz, Yoshi Blade, Yoshi Blue.