October 19, 2020

New & True: GuardWell Hand Protector

Description: Protective gloves
Pitch: "Put a layer between your skin and the dirt & germs you touch every day"
Offer: $19.99 for a pair
Bonus: None
Brand: Copper Fit
Marketer: IdeaVillage
Producer: Blue Reef
Rank: No. 5*
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This is the second rollout in the GuardWell line. The first was GuardWell Face Protector, which is No. 3 this week.

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* DRMetrix Weekly Top 40, Short Form Week 42 (Source: AdSphere)

New & True: Finishing Touch Flawless Cleanse

Description: A facial cleanser
Pitch: "A deep cleanse & youthful glow like you've never had before"
Offer: $39.99 for one
Bonus: Free shipping
Brand: Finishing Touch Flawless
Marketer: IdeaVillage/Church & Dwight
Producer: Blue Reef
Rank: No. 9*
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This is the seventh rollout in this billion-dollar line.

The other products in the line are: Finishing Touch Flawless (No. 22 this week), Flawless Brows (No. 21), Flawless Legs, Flawless Body, Flawless Dermaplane Glo and Flawless Nu Razor.

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* DRMetrix Weekly Top 40, Short Form Week 42 (Source: AdSphere)

October 09, 2020

The Silver Lining: Record-Breaking DRTV Sales

 

Because our industry has always been counter-cyclical to some degree, one silver lining of the COVID-19 pandemic has been a 'perfect storm' of high consumer demand and low media rates. At the height of the storm, I even heard tales of DR marketers putting up dead campaigns and quickly selling out of their old inventory. Most of us haven't seen CPOs this good since the financial crisis of 2008.

To understand just how good things have been on this front, we have a new report from DRMetrix. Among other things, the report charts spending by the major DRTV advertisers during and after the quarantine period of March to May, showing that the top marketer increased spending by a whopping 1,420% over the previous year. Meanwhile, increases of 300% to 400% were not uncommon.

"Short-form product expenditures are already $594 million for the year," writes CEO Joseph Gray in  his email introducing the new report to clients. "I think we can all agree, 2020 is going to be one of the biggest years ever for the AS SEEN ON TV category."

Click here to download a free copy of the report.

September 14, 2020

New & True: Flippity Fish

Description: A cat toy
Pitch: "Flips, flops and wiggles just like a real fish"
Offer: $19.99 for one with pole & free shipping
Bonus: 2nd one (just pay a separate fee)
Marketer: Ontel
Producer: Brandstar
Rank: No. 28*
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Cat toys are hit or miss, but every few years there's another hit. The last one was Allstar's Pop N Play, which was No. 38 on the 2019 True Top 50.

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* DRMetrix Weekly Top 40, Short Form Week 37 (Source: AdSphere)

CaraMia Bra

Description: A criss-cross bra
Pitch: "You won't even know you're wearing a bra"
Offer: $59.99 for 3 (choice of color)
Bonus: Double the order for 50% off, free shipping
Marketer: Allstar
Rank: No. 22*
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This campaign made the Top 40 back in July (Week 28), but it appears I never posted about it.

The product follows in the tradition of long-form hits such as Rhonda Shear's Ahh Bra (2011) and Tristar's Genie Bra. The latter was on the short-form charts from 2011-2013 and was developed into a huge line of other bra products.

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* DRMetrix Weekly Top 40, Short Form Week 37 (Source: AdSphere)