September 28, 2007

New This Week: Sham Wow, Buxton Bag, Leather Mender and more

Two potential winners this week!

1. SHAM WOW ($19.95) is a super-absorbent shammy cloth. The main claim: “Holds 21 times its weight in liquid.” The offer includes four shammy cloths, and then they double the offer to eight and add a 10-year warranty. www.ShamWow.com
Product (D7) Score: 6 out of 7
(What’s “D7”?)
Pros: Mass market, problem solver, priced right, easily explained, age appropriate, credible
Cons: Not unique
(see Zorbeez)
Commercial (T&T) Score: 7 out of 10 (What’s “T&T”?)
Comments: There’s a lot to like about this DRTV commercial, and that’s because it features an old-school pitchman doing those amazing “live” demos you find at shows and fairs. In other words, this spot is true to the roots of DRTV. For this reason, it also feels highly authentic – a feeling that’s enhanced by the outdoor testimonials they use (which were probably filmed at a fair). Granted, this effect cuts both ways: The commercial also feels amateurish at times, which may make some people unwilling to trust the company with their credit card information. From a DRTV perspective, the commercial also lacks a painful problem opening and a clear explanation of WHY the shammy is so absorbent. Is it a special material? Ultimately, though, this product is likely to be a hit and take market share from Zorbeez.

2. BUXTON BAG ($19.95) is an over-the-shoulder leather bag for the highly organized. It has zippered pockets and compartments inside and out, and it’s expandable for larger items. The bag comes in black, red and tan. The bonus is the My Lil’ Reminder digital recorder with built-in LED. This is an Allstar product. www.BuxtonBag.com
Product (D7) Score: 6 out of 7 (What’s “D7”?)
Pros: Unique, mass market, problem solver, priced right, age appropriate, credible
Cons: Difficult to explain

Commercial (T&T) Score: 8 out of 10 (What’s “T&T”?)
Comments: Allstar is an experienced short-form player, so this commercial hits many of the tried-and-true DRTV techniques. It features a solid problem opening, compelling demos and a classic value comparison (“you could pay $100!”). The only weakness I can see is that the commercial lacks a money-back guarantee, but that seems like nit-picking. If women like the product, this one should be a hit.

Six other commercials debuted this week, but none of them are likely to succeed on DRTV in my opinion.

3. LEATHER MENDER ($19.95) is a kit for repairing damaged leather or vinyl. The pitch: “Don’t throw it away; repair it.” The bonus is a Fabric Upholstery Repair Kit that’s supposed to “repairs tears & cigarette burns on any kind of upholstery.” www.BuyLeatherMender.com
Product (D7) Score: 5 out of 7 (What’s “D7”?)
Pros: Mass market, problem solver, priced right, easily explained, age appropriate
Cons: Not unique or credible! (bad history)


4. RAPID BATH (3 pay, $26.66) is a handheld shower head for washing dogs in the bathtub. The main claim: “Cuts bath time to an amazing three minutes.” The offer includes a sample pack of five shampoos and a universal shower adapter. The bonus is a micro-fiber towel. www.RapidBathing.com
Product (D7) Score: 5 out of 7 (What’s “D7”?)
Pros: Unique, mass market, problem solver, age appropriate, credible
Cons: Expensive, difficult to understand features


5. DR. VETZ FLEX BOOST (Free Trial) is a joint supplement for pets. Unlike Dr. Frank’s product, it’s a powder not a spray. The main claim: “Relieve joint inflammation and arthritic pain.” www.DrVetz.com
Product (D7) Score: 5 out of 7 (What’s “D7”?)
Pros: Problem solver, priced right, easily explained, age appropriate, credible
Cons: Not unique, for people with older dogs only (not mass market)

6. STRESS ROLLER ($19.95) is a massage device you roll along your shoulders and other tension areas. It looks like two racquet balls fused together. The main claim: “Gets rid of stress and tension in less than two minutes.” The offer includes a travel pouch. The bonus is a CD titled, “Relaxation by the Sea.” www.StressRoller.com
Product (D7) Score: 4 out of 7 (What’s “D7”?)
Pros: Mass market, problem solver, easily explained, age appropriate
Cons: Not unique (enough), expensive, lacking in credibility

7. GARAGE DOGG ($14.95) is an aerosol cleaning spray for things around the garage, such as chainsaws and hand tools. It breaks up “dirt, oil, grease and grime,” hence the name. The bonus is a container of Garage DOGG Shield, which protects your gear after you clean it. www.GarageDogg.com
Product (D7) Score: 4 out of 7 (What’s “D7”?)
Pros: Mass market, problem solver, easily explained, age appropriate, credible
Cons: Not unique, a bit pricey

8. CLIP HANGER ($19.95) is an adhesive hook that allows you to hang your cell phone or music player on the outside of a purse, or clip it to your belt loop. The offer includes two clear clips and two Autohooks, which stick to the dashboard so you can hang your phone or music player using the clip. The bonuses are an American flag clip and a cell phone antenna booster. www.ClipHangerTV.com
Product (D7) Score: 3 out of 7 (What’s “D7”?)
Pros: Mass market, easily explained, credible
Cons: Not unique, doesn’t solve a real problem, low perceived value, won’t appeal to older consumers

Sources: “New Spots for Week Ending 9/21/07,” IMS (1, 3-8); "Vol. XVI, No. 48-B, 09/21/07," Jordan Whitney (2)

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