November 13, 2007

New This Week: Pure Sleep & BOB

The fourth quarter doldrums continue. Only a few DRTV marketers are braving these unfriendly media waters to attempt to promote their wares.

1. PURE SLEEP (2 pay, $29.95) is a nighttime mouthpiece for snorers. It's similar to the devices dentists prescribe. The main claim: "Discover the proven way ... to stop snoring now." No bonus. This is a Go 2 Productions commercial.
Product (D7) Score: 4 out of 7*
Commercial Rating: Good/Excellent**
This is a well done commercial for a challenging product -- challenging because the market is crowded with snoring solutions and because snoring isn't a universal problem (although it is a common one). The price point won't help, either. It's just too expensive for DRTV buyers.

2. BOB (Soft Offer) is a device for controlling the amount of time children spend in front of the TV or computer. Once kids reach a pre-set hourly, daily or weekly limit, BOB shuts off the screen. The main claim: “Puts an end to child-parent conflicts about screentime.” No bonus.
Product (D7) Score: 3 out of 7*
Commercial Rating: OK**
Comments: This is a unique idea that addresses a parental concern. However, the market for it is limited to parents (and strict ones at that). I don't see grandparents, the target market for DRTV products, buying this. I also don't believe the claim that it will end child-parent conflicts(!) Lastly, this item is expensive for DRTV buyers. The Web site says it costs three payments of $29.99 -- plus shipping and handling.

Sources: “New Spots for Week Ending 11/9/07,” IMS (1); "Vol. XVII, No. 4-B, 11/9/07," Jordan Whitney (2)

* See my July 24, 2007 post for a complete explanation of the D7 product score.
** See my October 22, 2007 post for a complete explanation of my commercial rating system.

1 comment:

  1. I arrived at this blog to see reviews regarding the Pure Sleep Mouthpiece (for snoring remedy). Then I read the review for the "BOB", an item that hooks to your TV and controls the amount of viewing time your children have. Their claim is "Puts and end to Child, Parent screentime conflict. WOOOWW! This is ridiculous. If parents cannont control what or how much TV their children are watching without the assistance of an automated device, we have serious problems in this country. This is why the censorship standard is so conservative in America, because parents nowadays have little to no control over how there children conduct themselves in the family atmosphere. One simple instruction will solve this entire dilema. TELL YOUR CHILD TO TURN OFF THE TV. IF THEY DON'T, GET THE BELT AND TAN THAT HIDE!