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. www.PureSleep.com
Product (D7) Score: 4 out of 7*
Commercial Rating: Good/Excellent**
Comments: 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. www.UseBob.com
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.
