The DRTV product launches seem to be slowing down at last! After weeks of seeing more new commercials than I could write about, last week was slim pickings by comparison. In any event, here’s my report on the latest DRTV spots to air.
1. MAGIC BULLET (3 pay, $19.99) is the hit infomercial product in short-form with a new bonus offer. The base offer is still the original 17-piece set that includes four party mugs. The new bonuses are the Bullet Blender, a full- size blender container with “the same power and capacity as [a] $100 blender,” and an extractor kit that makes the Bullet Blender into the Bullet Juicer, which “works just as easily as [a] $200 juicer.” www.BuyBullet.com
D7 Score: 4 out of 7 (What's "D7"?)
Strengths: The Magic Bullet is a mass market problem solver that is fairly easy to explain and appeals to adults of all ages. It has proven itself in the marketplace and has enjoyed a long and successful run on DRTV. It truly is one of the biggest hits in industry history.
Weaknesses: The price of that success is that it’s no longer unique. So to help fix that, they’ve added some new bonuses to the original offer. The problem is that in doing so, they’ve created a credibility problem. After doing such a good job over the years of convincing people that “smaller is better” when it comes to blenders, it’s a contradiction to turn the product into something the size of a typical, bulky blender. Additionally this is also a long-form item, which means it's expensive for short-form DRTV.
2. SCUNCI SCARF BAND ($19.99) is a combination headband and scarf. You feed the scarf through the headband to get different designs. The main claim: “With the Scunci Scarf Band, anyone can get the hottest celebrity looks.” The offer includes two headbands and three scarves you can mix and match. The bonuses are a studded headband and another scarf. www.ScunciStyle.com
D7 SCORE: 3 out of 7
Strengths: This product is unique, mass market and easily explained.
Weaknesses: It doesn't solve a problem per se, it’s not priced favorably compared with other headbands, and it isn’t likely to appeal to older people -- the core demographic for DRTV. Also, the idea that scarf headbands are a celebrity trend (the theme of the commercial) lacks credibility in my opinion. However, this product makes a lot of sense as an addition to Scunci’s retail line. So if the DRTV advertising is being used in support of retail, I applaud the decision. Scunci has puts its brand on several unrelated products (e.g. clothes steamers), so it’s good to see them returning to their roots.
3. MESUNIQUE (Free Trial) is a cellulite cream. The main claim: It’s “specifically formulated to target problem areas” so “you can achieve your desired results outside the doctor’s office.” www.Mesunique.com
D7 SCORE: N/A
This DRTV product would be a big hit – if it could be rolled out. I recently reviewed the FTC’s red flags for weight loss claims, and this commercial pops at least two of them. I predict that, on the advice of counsel, the company will withdraw this commercial before it gets very far. (For more information on FTC red flags and for a good laugh, check out the Fat Foe Web site. Then, send the link to your industry friends and pretend it’s a real product you want to market. See how many fall for the trick!)
4. POWER SHOWER SPA (2 pay, $19.95) is a handheld shower head with spinning brush attachments. The main claim: “Replaces your shower head for a luxurious spa experience.” The shower head has three settings: Intense Power Spray, Sensuous Gentle Spray and AccuPressure Pulsating Spray. The base offer includes three attachments: the Silky Head (loofah), the Massaging Sponge Head and the Body Buffer (scrubbing head). The first bonus is two additional attachments: the Deep Tissue Cleansing Brush and the Dermabrasion Head, just pay S&H. The second bonus is a soap dispenser, just pay S&H. www.PowerShowerSpa.com
D7 SCORE: 4 out of 7
Strengths: This item is a credible problem solver that's fairly easy to explain for something with so many features. It also holds a lot of appeal for an aging population. We know this because this item is a knockoff of IdeaVillage’s hit DRTV product Spin Spa (which is shown and disparaged in this commercial).
Weaknesses: It’s late to the party, so its first major weakness is that it isn’t unique. Spin Spa has been on TV for years and is everywhere at retail. This is the wrong time to try to steal customers with a similar offering. It's also twice the price of Spin Spa, which is also twice the price DRTV buyers are usually willing to pay. Most important, it isn’t a mass market item. It’s a handheld shower product in a U.S. market dominated by fixed-head showers. Handheld showers are popular in Europe, but not here. (Full disclosure: As my bio says, I head up marketing for IdeaVillage and was heavily involved in the Spin Spa success story.)
5. CAULK DOCTOR ($14.99) is a kit for replacing old caulk. The main claim: “Makes it easy for anyone to remove old, worn-out caulk … and replace it perfectly in just minutes.” The offer includes a tool for removing the old caulk, a tool for applying the new caulk and a tube of special caulk that fights mold and mildew (under the DAP brand). The bonus is a (white) grout marker pen for fixing discolored grout. This is a Blue Moon commercial. www.BuyCaulkDoctor.com
D7 SCORE: 5 out of 7
Strengths: This product is a unique problem solver that could appeal to older consumers, can be easily explained and feels very credible. It will no doubt attract a certain segment of the DIY market.
Weaknesses: That segment of the DIY market isn't the mass market. I also think the plastic tools in the kit have a low perceived value, so despite the $14.99 price point it doesn’t seem to be priced right. To me, the reverse of this offer makes more sense. At retail, DAP should give away these tools in a premium package of its special caulk.
Sources: “New Spots for Week Ending 7/27/07,” IMS (1-3); "Vol. XVI, No. 40-B, 07/27/07," Jordan Whitney (4-5)
