New This Week: HD Vision Ultras, Go Wallet, Zip Stik and Polar Delight

I reviewed four products this week, and it wasn't a bad week in the sense that no product received less than five out of seven on the D7 scale. However, such ratings can be deceiving. As I've explained before, certain shortcomings are worse than others. You can sometimes get by with questionable uniqueness or a lack of credibility. These are highly subjective criteria, after all. But if your product doesn't solve a problem, target a big enough market or cost less than $20, you are very likely to fail. For this reason, perhaps the D7 should be weighted. Then again, the system is really just for the purpose of thinking things through and increasing the odds of success. In any case, too many products in this week's report have what I consider fatal flaws.

1. HD VISION ULTRAS ($19.99) are sunglasses with special lenses. The pitch: They "reduce glare and increase color and clarity." This is an IdeaVillage product under the HD Vision brand, and a Morgan James commercial. www.GetHDVision.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This product is an updated version of the original HD Vision sunglasses, of which millions were sold in 2002. It was also No. 25 on the Jordan Whitney annual chart that year. This 'new and improved' version represents a reverse line extension of sorts. That's because earlier this year, IdeaVillage launched HD Vision Wraparounds, a version of HD Vision sunglasses that fits over prescription glasses. Now the company is going back and reintroducing the product that started it all. I think the strategy makes a lot of sense, especially at retail.
(Full disclosure: I consulted on both projects.)

2. GO WALLET ($19.95) is a slim nylon wallet that attaches to a shoe's laces. It was originally used by runners to carry their valuables. The pitch: "Designed for those times when you don't want to lug a bulky wallet around." The offer is for two wallets, one in Jet Black and one in Midnight Blue. Then they double the offer to four wallets and also include four ID cards. The bonus is an eBook titled, "Mission Abdominals." This is an Incredible Discoveries product. www.BuyGoWallet.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: It appears the success of the Slim Clip has renewed interest in the wallet category. But this remains a tough category for DRTV. Prior to Slim Clip, you'd have to go all the way back to the Magic Wallet to find a hit. There are several good reasons for that, and they all apply here. For one, wallets are a commodity category chock-full of every variation you can imagine. This includes runners' wallets, which is essentially what this is. Two, it's hard to get excited about a wallet in a "gotta have it" way, unless there is something really unique about it. The Magic Wallet performed a magic trick (click here to see it). The Slim Clip is the first double-sided money clip, so it can hold bills on one side and credit cards on the other. This wallet attaches to your shoe. That's useful too, I guess -- but only if you have a need for it. Which leads me to the biggest problem with this particular product: Its best market is a niche market, and DRTV is the wrong tool for reaching that market. On a separate note, the offer in this commercial makes no sense. I'm not sure why anyone would want four of these wallets, and giving away so many only serves to cheapen the product. Meanwhile, the bonus eBook comes out of left field and is barely explained. Because the offer is so important in a DRTV commercial, and this offer is ill-conceived, I had to take the rating down from "good" to "OK." (Full disclosure: I worked on the Slim Clip campaign.)

3. ZIP STIK ($14.95) is a metal yard stick that folds up. The pitch: It's "rigid enough for the shop, yet flexible enough for the home." It's also "five tools in one." Among other things, it can be used as a protractor/T-square, a level and has built-in calipers to lock in measurements. Plus, its tip is magnetized to pick up dropped nails, screws or bolts. This is a FitnessQuest product presented by the inventor, Curtis Taylor. www.4ZipStik.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This product is well thought out and cleverly designed. The problem is the designer(s) may have gone too far. If you read this blog often, you know I'm not a fan of "Swiss Army knife" approaches -- that is, trying to make a product do too many things. DRTV products must be easy to explain because you have little more than one minute to do so, and you're even supposed to repeat your key selling points a few times. The many features of this item are lost in such a short format, and a few seem forced as well (a level?). Better to focus on the core, unique feature of this product, which is the "rigid yet flexible" attribute. It may not address a big enough problem, but tacking on a bunch of additional features doesn't help. It dilutes. If this commercial doesn't test well, I would take a "less is more" approach, re-edit and try again.

4. POLAR DELIGHT (Free Trial) is a gourmet dessert maker. The pitch: "Make over 50 gourmet desserts in under 15 minutes with virtually no mess." Some of the recipes include flan, crème brûlèe and tiramisu. It also makes homemade ice cream. The offer is for a free 14-day trial (just pay $14.95 S&H). The unit comes with a lithium battery and charger, 12 packets of flavor dessert mix (190 servings), a recipe book and a decorating guide. www.PolarDelight.com

Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This product doesn't solve a problem, and its ultimate price is way above what your average DRTV buyer is willing to pay (four payments of $19.95). I don't think the free trial will alleviate that problem. Moreover, I think this product is being marketed at a very bad time. In this economy, few people are going to splurge on an $80 gourmet dessert maker. It just seems frivolous when people are at risk of losing their homes and their jobs. They try to make a "save money" pitch, but it falls flat. No one is thinking, "What a great way to save on those fancy Italian and French desserts my family needs."

Sources: “New Spots for Week Ending 12/12/08,” IMS (1); "Vol. XVIII, No. 8-B for 12/12/08,” Jordan Whitney (2-4)

* 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.

Exceptions to the Rules

A recent email exchange made me recall one of my favorite Al Ries quotes:

“[In advertising] you can always find at least one exception to every rule. You have a choice. You can either live by the rules and accept the possibility that you might miss an opportunity because you didn’t break the rules. Or you can live a life of anarchy.”

I think about this quote every time I get into a debate about the fundamentals of DRTV, which happens often. Since I usually base my critiques on such well-founded principles as the Divine Seven and the T&T DRTV Techniques, people are often forced to attack the principles (aka rules) themselves.

Of course, as Mr. Ries so eloquently put it, you can always find an exception to every rule. But banking on those exceptions is a sure way to go bankrupt.

New This Week: Purse Partner, Hook 'N Hang

Slim pickings this week. I saw quite a few re-tests but very few new spots worth blogging about. That's a mistake on the part of the industry. Now is the time for testing. The media environment is still great, but it's about to contract for a few weeks because of the holidays. Then, right after Christmas, media rates are going to drop like the stock market in November -- and media avails are going to skyrocket. Those who have winners ready to roll out are going to be the major beneficiaries of this "perfect storm," the likes of which we haven't seen in five years. Those who are unprepared to roll out, because they haven't pre-planned and pre-tested, are going to miss out big.

Some DRTV marketers are probably thinking they can test in January and still have time to take advantage of the first quarter bonanza. But there are two significant problems with testing in a crazy environment like the one we're about to experience. One, the early weeks are often so good that you leave millions of dollars on the table for every week you aren't prepared to spend big. Two, you get a distorted read that can cause "irrational exuberance" (to use another Wall Street analogy). Sales projections start to get crazy when media results look that good, leading to big bets on inventory. Then media contracts, response returns to a more realistic level and you're left with a factory or warehouse full of product. This is a risk even in rollout, but it's compounded when you're ordering off mere test results.

Bottom line: If you aren't testing now, it's already too late to maximize first quarter. So be cool and be cautious as we enter next year. It's still going to be a great time for the DRTV industry, even for the unprepared.

1. PURSE PARTNER ($19.95) is a hook for hanging a purse, so you don't have to lay it on the floor. The pitch: "Hang your purse almost anywhere." That includes tables, chairs, the back of a car seat or the door of a bathroom stall. The offer includes two hooks, one in "pearl white" and one in "crystal clear." Each one comes with its own drawstring satin bag. The bonus is two Clutch Partners, which are smaller versions made for clutch purses. This is an Einstein Laboratories (ELI) product pitched by Forbes Riley. www.PursePartner.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good/Excellent**
Comments: This product [concept] has already been tried on DRTV. In September 2007, Telebrands tested a $10 version under the name Hollywood Purse Hook. (Or is it Pocketbook Hook? The online spot calls it a different name.) Apparently, the commercial failed. Back then I gave the item a six out of seven. I thought it had two flaws. It solves "a problem to which most women can relate, but is it painful enough?" I wondered. "Or have women discovered a good enough solution already?" I also thought the value perception was weak. "It looks like a good bonus item to me," I wrote. Still, at $10 for two (one is even plated in 24-karat gold) with stud earrings thrown in, I thought the Telebrands offer could work. This offer is twice as much for a lower-quality product. There are things to like about their product and their approach, though. For one thing, their bonus is more relevant to the product and may actually have a higher perceived value than the “Daimondion” (read "fake diamond") earrings that came with the Hollywood Purse Hook. More to the point, this commercial is better than its predecessor. The pitch is well thought out and carefully crafted to appeal to women. For example, it shows how the hook solves the problem of a purse falling off a car seat and spilling when the driver hits the brakes. (It hooks to the head rest.) Even better, it shows how the hook can be used in a public restroom -- not only to keep a purse off a nasty floor, but also to keep a stall door closed. There's even an "occupied" sign that goes on the side that faces out. Clever! But clever enough? Not if the past is any guide.

2. HOOK 'N HANG ($14.99) is a space-saving hanger. Each one holds up to 12 garments and folds down to save space. There are also smaller hooks down the front of the hanger for belts, handbags and neckties. The main claim: It gives you "10 times more closet space in seconds." The offer includes three hangers. The bonus is two sticky lint rollers, a regular size and a travel size. www.TryHookNHang.com
Product (D7) Score: 4 out of 7*
Commercial Rating: Good**
Comments: This is another item that has already been tried. There's a twist, though, because this is a "blast from the past" item as well. As I explained in this post (see item #5), the original version of this product was called the Magic Hanger. The marketer: Telebrands, once again. (Even the bonus for this product is an old Telebrands hit.) In October of this year, Hampton Direct brought back the Magic Hanger concept under the name Wonder Hanger. Now comes this product, which is a better version of the Magic Hanger/Wonder Hanger idea. That's because it holds more than twice the number of garments per hanger, has the smaller hooks down the front and is more durably built. However, there is little reason to believe it will succeed. I checked the charts, and the Wonder Hanger just appeared for the first time on the Jordan Whitney at No. 49. On the IMS chart, it is nowhere to be found. Little "wonder": Even Telebrands tried and failed to revive this concept. In the summer of 2007, the company launched Tap 'N Turn, which it later renamed Closet Doubler. Despite having what I thought was a superior, more versatile design than the original Magic Hanger, the item failed to gain traction. One reason these items struggle is because of the weight issue. Although these products have the slots for multiple garments, that doesn't mean they (or your closet bar) can support the weight. This commercial does a good job of trying to overcome that barrier -- for once, someone did the "hanging weight demo" correctly -- but I don't think it will be enough. As far as I can tell, the only time this item has been successful was in the late 80s, when Telebrands is said to have sold 40 million units.

Sources: “New Spots for Week Ending 12/5/08,” IMS

* 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.

To Fix a CPO, Check Your C.P.O.

One of the most common questions I'm asked is, "Do you think this commercial is fixable?" In other words, the DRTV marketer has already tested his spot, and the CPO that came back wasn't good. He wants to know what I think the problem is, how bad it is, and whether I have ever seen a campaign with that CPO go on to success.

Indeed, many people don't enlist my services until they have come to this point, which gives me the unenviable job of having to fix a bomb or near-bomb in order to impress the client. Well, I am not a miracle worker. Like other experts in the industry, I go through a mental checklist of what I have seen  impact a CPO.

It's a fairly quick process because the list is short. In fact, anyone can learn it and remember it. That's because there are only three items on the list, and it just so happens that they form the acronym C.P.O.

C - Clarity. I rarely come across this problem when I review a commercial from an established player. But I see it all the time when I work with novices. That's because few people outside the industry know and follow the DRTV principles, such as those found on my list of Tried & True DRTV Techniques. While each of the principles has a different purpose, together they produce a commercial that is crystal clear. The viewer comes away knowing exactly what the product is, what it does and why she needs it. Novices tend to produce commercials that have the opposite effect, and this is the No. 1 reason why their commercials fail. Of course, even the experts can run into this problem when they choose an item that isn't easy to explain in short form, which is why I made that criterion No. 5 on my product selection checklist.

P - Positioning. This is a broad term that can mean different things. I use the purest definition of the term, as it was explained by the two men who introduced it to the advertising world in the 1970s. In their seminal work, Positioning: The Battle for Your Mind, Al Ries and Jack Trout write, "Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect." In DRTV, the positioning process begins with the opening of the commercial. If you don't immediately stake out a compelling position in the mind of the viewer, you lose. The good news is repositioning is possible. I have seen new openings dramatically improve a CPO. I have even seen larger positioning problems, such as those requiring a complete rethinking of the pitch, turn out well. For example, I was once asked to review a commercial for a man's tool that was incorrectly pitched as a woman's craft item. We repositioned the product, and the CPO moved into a workable range.

O - Offer. I recently asked a favorite DRTV guru, someone with almost 30 years of experience, to give me his list of things he had seen improve a CPO. He chuckled and told me there was only one item on his list -- the offer. There's a lot of wisdom in that answer, particularly for marketers with enough experience to avoid clarity and positioning mistakes. Countless times, I have watched marketers waste their time on expensive creative changes, only to end up with the same or similar results. If you only need to take a few dollars off a CPO, by all means invest in creative changes (but make sure they're changes that count). However, if you need to cut a CPO in half, the quickest way is to test a new price point or a new bonus. Nine times out of 10, a better offer delivers a better CPO. How much better, however, is anyone's guess.

Of course, all of the above assumes there isn't an obvious problem with the campaign's back-end metrics. If you're considering using the C.P.O. process, make sure to benchmark your phone and Web conversion rates against industry norms first. This will ensure a weak vendor isn't your real problem.

New This Week: Sili Strong, Return If Found, Touch 'N Bond and more

Not much to love this week. Although I reviewed seven commercials, I generally found the products to be mediocre and the commercials to be just OK. What's more interesting this week is the trend I see developing in the industry. Because of the great market conditions for DRTV (consumers looking for value, cheap and plentiful media), the major players are resurrecting any past hits they think have even a halfway decent shot at success. This is a smart strategy. Next year is going to be an excellent year for DRTV, the likes of which we haven't seen since 2002-2003. In addition to testing any new items that can be found, it makes sense to take a shot with old items as well. The risks are small compared with the rewards.

1. SILI STRONG ($19.99) is non-stick bakeware made of silicone. The pitch: "Foods never stick, so you never scrub." It also has a "strong outer frame," so it won't flex and spill. The offer includes two pans, one with holes and one without. The bonus is ceramic peeler and mandolin set (just pay P&H). This is a Harvest Direct product pitched by Cathy Mitchell. www.SiliStrong.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This product is saddled with a "sili" brand name that could hurt results. It's rare, but I've seen it before. Otherwise, the product has some potential. I know it has done well on the live shopping channels. The flaws I see: It's not very unique, and it doesn't solve a pressing problem. Silicone bakeware is widely available at retail, and most people get by fine with their regular bakeware and some tinfoil. Indeed, this sub-category may be filled with solutions in search of a problem. As for the commercial, it does its job and hits most of the techniques. Cathy Mitchell was also an excellent choice for spokesperson. I think she's the best in this category.

2. RETURN IF FOUND ($19.95) is a lost item recovery system. It features adhesive tags with a unique serial number you register online. Each tag also has an 800 number and Web address. When someone finds your lost item, they call the number or visit the Web site, and you are notified without having to reveal your personal information. The pitch: "Label it before you lose it." The offer includes 57 labels in all different sizes. The bonus is three key tags and four luggage tags. www.ReturnIfFound.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This is an old idea with a modern twist. Interestingly, I don't believe anyone has ever tried it on DRTV. There are quite a few things to like about it as a DRTV item. It has mass appeal. It solves a common and painful problem (losing expensive items). And it represents a great value vs. the cost of replacing these items. However, it also has several weaknesses. Technology-related items, in general, do not fare well on DRTV because of the older demographic that buys from TV. Also, many expensive electronics come with inexpensive insurance these days. (For example, my wife just lost her Blackberry Pearl and her insurance company sent her a replacement.) But perhaps the biggest weakness: This is a prevention product, and one of the laws of advertising is "prevention doesn't sell." As for the commercial, it is well produced and employs many of the DRTV techniques.

3. TOUCH 'N BOND ($24.95) is a liquid bonding agent for fabrics. The pitch: "Easily mend rips and tears in any fabric in just seconds." The offer is buy one, get one free. The bonus is a 101 Uses booklet. This product is from International Home Shopping, a division of Ohio-based Suarez Corporation Industries. www.TouchNBondTV.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Poor**
Comments: This is a competitor to Mighty Mendit and LiquiSew, which represent two dominant forces in the marketplace. If there's a DRTV market for this product, these two players will own it. I don't know if this product came before or after its competitors, but it's irrelevant now. This was a bad time for them to try to launch a DRTV campaign. This product is also more expensive than the competition, and $5 too expensive for DRTV.  As for the commercial, it was obviously put together by a DRTV novice. The execution is clumsy, and few of the tried-and-true techniques are employed.

4. GPS PAL ($10) is a GPS holder that looks like a coffee mug and fits in a cup holder. The pitch: It's the "perfect companion for your GPS." The offer is buy one, get one free (just pay S&H). The bonus is a Dual Car Power Outlet. This is a Telebrands product pitched by Anthony Sullivan, and a Sullivan Productions commercial. www.BuyGPSPal.com
Product (D7) Score: 4 out of 7*
Commercial Rating: Good**
Comments: This is an interesting product to attempt on DRTV. The assumption behind this campaign is that there are enough older people (the bulk of DRTV buyers) out there who use an after-market GPS to sustain a DRTV campaign. In my opinion, that's slicing the market too thin. I've already blogged extensively about older people and technology, and many people have GPS systems built into their cars. Moreover, this product does not solve a painful enough problem. If suction holders fall off your window, there are other options on the market (e.g. this Garmin Dashboard Mount). It may even create a problem for people with center-console cup holders because now they will have to take their eyes of the road to look at their GPS. That said, there are several things to like about the product. It's a simple and practical solution to common GPS annoyances. It's also a great value. As for the commercial, it's what I've come to expect from the Sullivan team: Quality production and inventive application of proven DRTV techniques.

5. SALON SHAPER ($10) is an at-home manicure system. It's a cordless, pen-shaped device with a motor that spins one of several filing attachments. The pitch: "Gives you professional-looking manicures at home without paying up to $50 for a salon visit." The offer includes the device and five attachments: an Emory Head, a Diamond Cone, a Grinding Cone, a Small Grinding Cone and a Soft Felt Cone. The bonus is a satin travel bag. Then they double the entire offer (just pay S&H). This is a Telebrands product and a Concepts TV commercial. www.SalonShaper.com
Product (D7) Score: 4 out of 7*
Commercial Rating: Good**
Comments: This is a "blast from the past" product. It was a Telebrands hit in 2001, coming in at No. 31 on the Jordan Whitney Top 100 that year. But will it be an "old is gold" product? I have my doubts. First, this item was much more unique when it first came out. Today, similar products are on the shelf at retail for value prices. For instance, Wal-Mart has a Homedics 15-piece rechargeable tool for $19.98. Second, I'm not certain this product solves a pressing problem anymore. Nail salons are everywhere, and the price for a basic manicure has come way down. Third, and this didn't seem to matter in 2001, this item is hard to explain in a minute and 30 seconds. This is going to be a problem with any item that has multiple attachments. Concepts did an admirable job, but there's no way to describe everything adequately and avoid having the spot feel rushed.

6. EUROSEALER ($9.99) is a handheld heat sealer. The pitch: "Creates air-tight seals in seconds." The offer is for one sealer. The bonus is a second sealer (just pay S&H). This is a TriStar product. www.BuyEurosealer.com (inactive link)

Product (D7) Score: 4 out of 7*
Commercial Rating: Good**
Comments: This is another "blast from the past" product. It was a major Tristar hit in 1998, coming it at No. 8 on the Jordan Whitney Top 50 that year. However, it seems we already have the answer to the question of whether this will be another "old is gold" success story. The Web site is already inactive, meaning it did not do well. I have a few ideas as to why. The biggest one: Since 1998, the market for sealers has exploded with options of all shapes, sizes and prices. A few years back, Tilia opened the flood gates with the success of its FoodSaver line. Since then, many have tried to capture a share of this market, and many have failed. This product also faces competition from DRTV products outside its category, such as Debbie Meyer Green Bags. That's because the pitch is essentially the same: "Use this to keep things fresh." A different problem with this product is the difficulty explaining how it works in a credible way. Here again, Tilia may be to blame. They've educated people about what it takes to create a quality sealer. These days, it's harder to believe something as small as this product can do the job right. As for the commercial, it borders on excellence. All the DRTV techniques are employed to great effect. The only weakness in the spot: It needs to be updated. That old "wah-wah-wah" DRTV sound effect comes across as super-cheesy today.

7. PERFECT PLATTER ($24.95) is a serving platter with a liner of hot/cold packs. You can microwave the packs for hot food or freeze the packs for cold food. The pitch: "Keeps food at the perfect temperature for up to 8 hours." The offer includes the tray with insulated liner and four hot/cold packs. The bonus is a flat tray top, silicone oven mitts and a six-piece pizza plate set. This is a BDA product. www.BuyPerfectPlatter.com

Product (D7) Score: 4 out of 7*
Commercial Rating: OK**
Comments: This product is a tough sell on DRTV. Although it has everyday applications, it's best used for special occasions, which means it will only appeal to people who like to entertain. It's also expensive for DRTV. They do build the offer with several bonuses, but they'd be better off saving the money and going two for $20 if possible. As for the commercial, it hits the right notes but it feels slow and doesn't flow logically.

Sources: “New Spots for Week Ending 11/28/08,” IMS (1, 4, 7); "Vol. XVIII, No. 6-B for 11/28/08,” Jordan Whitney (2-3, 5-6)

* 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.

New This Week: Shoe Skirt, Prayer Cross, Leaf Mate and more

I consider it a good week when I find a new product that meets all of the DRTV criteria. I also consider it a good week when I watch a DRTV commercial that deserves my highest rating. But when both things happen in the same week, I consider it a great week. This is a great week.

1. SHOE SKIRT ($14.95 & Up) is shoe organizer that hides under a bed skirt. It tucks between the mattress and box spring. The pitch: "Gives you extra storage space you never knew you had." The offer is for one organizer featuring up to 30 pockets. It's $14.95 for a twin size, $19.95 for a full size, $24.95 for a queen size and $29.95 for a king size. The bonus is a Hanging Handbag Organizer (just pay P&H). This is a Allstar product and a Monte-Brooks commercial. www.ShoeSkirt.com
Product (D7) Score: 7 out of 7!*
Commercial Rating: Good**
Comments: This products meets all the criteria for a DRTV winner. Its only shortcoming is the limited excitement it can generate given the category and how crowded it is. As for the commercial, my complaints are minor. Some of the rhyming is forced and hokey. I would have liked to have seen a "rapid build" sequence like the one in the Buxton Bag commercial (e.g. shoes disappearing from a cluttered closet and reappearing in the organizer). It would have added something visually interesting to an otherwise static commercial. And I think the bonus, while complementary and a good value, undermines the premise of the commercial. This product is meant to solve the secondary problem of shoe organizers that take up space in your closet. So why would people want a handbag organizer that takes up space in their closet?

2. PRAYER CROSS (2 pay, $19.99) is a Christian cross necklace with a twist. It features a "secret center stone that, when held up to the light, reveals the entire Lord's Prayer." The pitch: It's a "one of a kind spiritual accessory." The offer is for one sterling silver cross with chain and gift box. It also comes with a certificate of authenticity. This is an IdeaVillage product under the "Montebello Collections" brand, and a Blue Moon Studios commercial. www.PrayerCross.com

Product (D7) Score: 5 out of 7*
Commercial Rating: Excellent!**
Comments: This product has a few shortcomings. For one, it doesn't solve a problem (unless you're an aspiring priest or pastor). It's also twice as expensive as the typical DRTV product. Of course, these things only matter if you view this item as a DRTV product exclusively. Another way of looking at it: As a jewelry item with a DR twist. In that light, it looks like a potential winner. Because it's a quality piece of jewelry, it can command a higher price point than the usual DRTV gadget. Because it's unique and amazing, it will stand out in its category and create an impulse to buy. As for the commercial, the rating says it all. Blue Moon consistently puts out great commercials, but they've outdone themselves with this fine piece of work.

3. LEAF MATE ($19.99) is a rake with an "opposable" claw. The pitch: "It rakes, picks up and disposes of leaves -- all in one step." The main claim: It picks up "10 times more than you could with your hands." This is an IdeaVillage product and a Stanleymarketing Works commercial. www.LeafMate.com

Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This is an interesting product that could sell well in certain markets during certain times of the year. As a DRTV product, however, it's highly problematic for the same reasons. Seasonal products can work in DRTV, but the season has to be fairly long. Autumn is not such a season. A case in point: By the time I saw this commercial, most of the leaves were already off the trees here in New York. Add in the geographic limitations (trees don't lose their leaves in all parts of the country) and you have an item with long odds of success. A final problem is the offer. One rake for $19.99 is no bargain, and there is no bonus item. As for the commercial, it is well conceived and well produced.

4. PAIN RELIEF WAND ($249.95) is an infrared-emitting LED wand. The pitch: "For drug-free temporary relief of minor arthritis, joint and muscle pain." This is a Brookstone product. www.Brookstone.com

Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This product has a lot going for it. It's cutting edge, it solves a painful problem and it enters a huge category that has performed well on DRTV in this past. Its shortcomings are the obvious ones. First and foremost is the sticker-shock price. Second, there's the credibility factor. LED light therapy is trendy, but I'll wager most of America is still highly skeptical of its efficacy. Being a Brookstone production, the commercial is of excellent quality. I particularly liked the testimonials, which go a long way toward closing that credibility gap.

5. WONDER BRACKET ($29.95) is a decorative shelf that's easy to install. The pitch: "Just locate one stud, one bracket and in one minute you can have a new shelf." The offer is buy one, get one free. This is a Kany Innovations product. www.WonderBracket.tv
Product (D7) Score: 3 out of 7*
Commercial Rating: OK**
Comments: This could best be described as a "showcase commercial." You know, the kind of thing you see at the International Home and Housewares Show in Chicago. Such commercials are beautifully produced, but they offer little more than situational shots of the product in use. This commercial at least attempts to establish a problem and make some DR-style claims, but it's a weak attempt. The value proposition is even weaker. As for the product, it isn't unique enough in the marketplace, banks on people liking its style (many won't), doesn't solve a pressing problem and is $10 too expensive for DRTV.

Sources: “New Spots for Week Ending 11/21/08,” IMS (2-5); "Vol. XVIII, No. 5-B for 11/21/08,” Jordan Whitney (1)

* 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.

SPECIAL UPDATE: Cashing In On Obama Fever

It's been two weeks since the election of Barack Obama, and people are still super-excited. If anyone knows how to turn that excitement into cash, it's the DRTV industry! In this special update, I review two new DRTV commercials for commemorative Obama merchandise.

1. OBAMA INAUGURAL DOLLAR ($9.95) is a collectible dollar coin featuring a color portrait of Barack Obama. The portrait is painted on a U.S. Presidential Dollar and layered in 24 karat gold. The pitch: "Now you can own a piece of American history." The offer includes a certificate of authenticity from "The New England Mint." The bonus is a Kennedy Half Dollar painted with a different Obama portrait and also layered in gold (just pay S&H). This is a Tristar product. www.OfficialObamaCoin.com
Comments: This is a classic DRTV approach to a collectible coin, and it accomplishes everything a good coin commercial should. It captures the essence of the person/event being honored. It builds value by highlighting the quality of the coin and its limited availability. And it reinforces that value perception with an important-sounding issuer (New England Mint) and certificate of authenticity. However, it does these things in the most basic way possible. In other words, while this will no doubt be a successful campaign (albeit short-lived), it could have been stronger if more attention were paid to the details.

2. OBAMA VICTORY PLATE ($19.99) is a collectible porcelain plate featuring a color portrait of Barack Obama. The pitch: "Own a piece of history." The plate is accented with 22 karat gold trim and features the inscription, "Change has come" (also in 22 karat gold). The offer includes a display stand and certificate of authenticity from "The American Historic Society." The bonus is a dollar coin featuring a color portrait of President-Elect Obama. This is a Telebrands product. www.VictoryPlate.com
Comments: This will be an interesting study in what matters more: a product or its commercial. That's because this campaign is competing with the Inaugural Dollar campaign using an inferior product but a superior commercial. I call the product "inferior" only because the market for a collectible coin is much bigger than the market for a collectible plate, in my opinion. (The plate itself sounds like it's beautifully made.) After all, plates take up space, only appeal to a certain taste and require a nice place to display them (e.g. a curio). Coins can be stored anywhere, and they are typically squirreled away in the hope that they will increase in value someday. (Minor point: The coin is also $10 cheaper than the plate.)

Creatively, however, this DRTV commercial accomplishes everything the Inaugural Dollar commercial failed to accomplish. It gets all the details exactly right, down to an inscription that records the popular and electoral vote counts for this historic election. It also announces an obvious fact the other commercial completely missed. Why is this election so historic? Because President Obama will be the first African-American Commander in Chief in history! Hard to believe, but that fact does not appear anywhere in the other commercial. A final thing I liked: They increased the urgency to buy by declaring "the die will be destroyed forever" after a set number of days, and then limiting the purchase quantity to two plates per caller. All in all, nicely done. But will the plate beat the coin? I doubt it. Yes, the plate has the coin as its bonus, but that's the problem with trying to do two things in one commercial -- only one can get the attention it deserves. 

Source: “New Spots for Week Ending 11/14/08,” IMS

* 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.

New This Week: WOW Containers, Miracle Dry Foam, Aeropedic and more

After a few lean weeks around election time, the stream of new items continues. These days, in fact, it seems the DRTV players are testing any new item they can get their hands on. This makes sense. Ours is perhaps the only industry that thrives on economic disaster. That's because our products are at the value end ($19.99 or less), which is exactly where consumers flee when times get tough. Additionally, we buy leftover media at bargain prices. In a down economy, advertising is the first expense to go. In other words, there are lots of leftovers these days!

1. WOW CONTAINERS ($14.99) are interchangeable food storage containers. All the containers are also lids, so you can use each piece as a bottom or a top. The pitch: "You can mix and match, so there's always room to store more." They also nest for easy storage. The offer is for 20 containers of varying sizes. The bonus is a second set free (just pay S&H). This is a Tristar product. www.WowContainers.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This is a great product for DRTV. It meets almost all of my criteria. The only reason I didn't give it a perfect score: There's been a glut of innovative food storage containers in recent years. I've seen containers with locking lids to preserve freshness and prevents spills. I've seen containers infused with a special substance that keeps fruits and vegetables fresh. I've even seen containers that store flat and pop open when you need them. And that's just to name a few. Still, this product solves different problems than those products and is practical enough to sell well. As for the commercial, it gets the demos right but misses a few of the tried-and-true techniques. However, the demos are compelling and probably enough to carry the day.  

2. MIRACLE DRY FOAM (£9.99) is a carpet cleaning solution. The main claim: "Dirt and stains are dissolved and lifted out to dry as crystals," so you can "simply vacuum the crystals away." The offer is for one bottle of the foaming shampoo and includes a special applicator. This is a JML Direct product. www.MiracleDryFoam.com

Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: I was only able to view the British version of this commercial and Web site, but a U.S. version is running here in the States. I'll assume the commercials are similar. If so, the commercial is lacking. The demos look like work and aren't very impressive. In fact, the most amazing demo is how much foam the product produces, but that's just a gimmick that could be replicated with detergent. As for the product, it has quite a few strengths -- enough to get a 5 out of 7 rating. But I doubt it will be successful here because it isn't different enough, and the category is so crowded with name brands.

3. FRIIS COFFEE SAVOR ($24.95) is a canister for keeping coffee fresh. The pitch: It "blocks out light and air to seal in flavor" while the "Freshness Valve vents away trapped CO2 gas created during the roasting process." This is a Friis brand product. www.FriisCoffee.com

Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: This is a quality product that coffee aficionados will appreciate. But it's horribly wrong for DRTV. I suspect Friis is simply using the commercial to support its brand at DR rates. Because if they are hoping for a payout, they aren't going to get one. First, the product doesn't solve a common problem. People get by fine with their sub-optimal coffee. Many even drink instant coffee, a practice that would surely horrify the executives at Friis. Second, the price of the product is $5 too high for DRTV, and there is no bonus. Both problems are fatal. As for the commercial, it's a quality production done by someone who has no idea what DRTV is all about. But again, I doubt Friis is looking for anything other than brand advertising on the cheap.

4. AEROPEDIC (Free Trial) is an adjustable mattress topper. It consists of two inches of memory foam on top of an air-filled chamber that can be made firmer or softer using a control. The pitch: "Now you can get a great night's sleep and wake up refreshed at a fraction of the cost" of "high-end memory foam or adjustable beds." The offer is for a free 14-day trial after which they bill four payments of $49.95 (for a twin size). This is a Dynamic Response Group product. www.Aeropedic.com

Product (D7) Score: 4 out of 7*
Commercial Rating: Good**
Comments: This is an odd approach to a free-trial offer because they actually reveal how much the product will ultimately cost -- and it ain't cheap! With shipping, the twin size is more than $200. And the queen size is close to $350. Those prices undermine the premise of the product. You're supposed to buy this because you can't afford a fancy adjustable bed or memory foam mattress. But most people can't afford this mattress topper, either. It certainly isn't an impulse purchase. As for the commercial, it communicates well but is ultimately lacking because of the nature of the product. After all, it's hard to make sleeping seem exciting, and how do you demo a mattress product in a visually compelling way? Actually, Tempur-Pedic figured it out. Their wine glass demo is so good, it has become part of the popular culture. You can check it out here. Or see if you can catch Jim Carrey doing it in this trailer for his new movie.

5. BUMPITS ($19.99) are hair-volumizing inserts. The pitch: They "give you instant volume" and make you feel "like you just stepped out of a professional salon." The offer is for two inserts. The bonus is two mini inserts plus a third "Hollywood" insert (just pay S&H). www.Bumpits.com

Product (D7) Score: 3 out of 7*
Commercial Rating: OK**
Comments: Hair products have a mixed history on DRTV. I've seen many more failures than successes. One reason is that style is involved, and it's difficult to create a product that appeals to everyone's tastes. A case in point: This product gives you "high hair." While that might be a popular style in my home state of New Jersey, I'm not sure it's as popular in the rest of the country. Hair products also tend to appeal to a younger demographic, and we know that DRTV buyers tend to skew older. This product also has several other weaknesses. It doesn't really solve a problem (again, unless you come from NJ). It's also expensive as hair clips go. And it has a credibility problem because the hair styles they show are obviously done by a professional. As for the commercial, it does a good job of showcasing the different looks you can get with the product, but misses most of the other DRTV fundamentals.

Sources: “New Spots for Week Ending 11/14/08,” IMS (1-4); "Vol. XVIII, No. 4-B for 11/14/08,” Jordan Whitney (5)

* 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.

AJ on The View

AJ Khubani went on The View again to demonstrate some recent DRTV hits. Watch it by clicking here.

Included in the segment were:

• Pedi Paws (Telebrands)
• Smooth Away (IdeaVillage)
• Zorbeez (AdSouth)
• Snuggie (Allstar)
• Iron Gym (Ontel)
• Green Bags (Allstar)

New This Week: Strap Perfect ... and that's all!

A quick update this week because there is only one item worth writing about!

STRAP PERFECT ($19.99) is a clip for concealing bra straps. The pitch: "Just place, slide and your bra straps instantly hide." The secondary claim: It redistributes weight and guides shoulders back so women will "look at least one cup size bigger." The offer is for three clear clips. Then they triple the offer and add three nude clips and three black clips. The bonus is a box of 48 strips of Invisible Style clothing tape. This is a Media Enterprises product pitched by Taylor Baldwin. www.StrapPerfect.com

Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This is a simple yet clever product backed by a solid commercial that covers most of the DRTV fundamentals. The product's only weakness: It's ultimately a piece of plastic, which gives it a low value perception. However, the triple offer helps overcome that weakness. As for the commercial, my only criticism is that the opening could have been stronger. Sarcasm is lost on most people. It's always better to be direct.

Source: "Vol. XVIII, No. 3-B for 11/7/08,” Jordan Whitney

* 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.

Election Day News

Big news today! No, I am not talking about the election of Barack Hussein Obama. I'm talking about the birth of Zavier Thomas Pine, the newest addition to my family.

Little Zavier joined the world at 7:56 pm on Tueday. He weighed in at exactly 8 lbs and measured 19.5 inches. He joins his sister, Aliya, who will soon be 18 months old.

Mother and child are doing well. Thanks for all your emails and phone calls.

New This Week: EZ Combs, EZ Roller, E-Zee Wrap and Sensuair

If you wish life could be easier, then this update is for you. Three of this week's products -- count them, three -- have the word "easy" in their name. Who knew everyday life was so hard?

1. EZ COMBS ($10) are hair-styling accessories. They consist of two combs connected by decorative netting. The pitch: "Transform your hairstyle from ordinary to beautiful in just seconds." The offer includes two units, one in Caramel Bronze and one in Dazzling Silver. The bonuses are a third unit in Classic Bermuda Black, a styling guide and a DVD (just pay S&H). This is a Telebrands product and a Concepts TV commercial. www.BuyEZCombs.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This is an interesting product that really only has one weakness: It's a fashion item. Such items can be tricky because if people don't like your style, you fail. A rare exception is when the product also solves a problem (I'm thinking of the stylish and practical Aqua Globes), which this product does not. As for the commercial, it communicates clearly and has all the right demos.

2. EZ ROLLER ($19.95) is a paint roller that holds paint and dispenses it as you roll. The pitch: It's "the fastest, easiest way to paint anything without the mess, guaranteed." The offer includes a pour jug. The bonuses are an extension pole and a Trim & Edge Kit, which includes an edging tool and four paint rollers. This is an SAS Group product pitched by Billy Mays. www.BuyEZRoller.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This is an updated version of IdeaVillage's Ready Roller, originally pitched by none other than guest blogger Anthony Sullivan. Ready Roller was successful on HSN, but it never really took off on DRTV. I know because I worked on the campaign. So I can say with some degree of confidence that this won't work, either. It does have a cool new innovation -- a "quick flow valve" that controls how much paints comes out -- but it won't matter. America has voted. Incidentally, the bonus item is also an IdeaVillage product, this one a hit from 2001 called EdgeMaster.

3. E-ZEE WRAP (2 pay, $19.95) is an automatic plastic wrap dispenser. It mounts under a cabinet and works like those paper towel dispensers in public restrooms. When you rip off a piece, the start of a new piece automatically appears. The pitch: It "guarantees easy starting, and a perfect wrap every time." The offer includes a 500-foot roll of plastic wrap. The bonus is a set of two knives that "will not brown lettuce or scratch bakeware." Then they double the entire offer (just pay additional S&H). www.EZeeWrap.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: I see this a lot. Product developers get so caught up in how cool something is, they forget to make sure the product is meeting a real need. Does anyone really have "battles" with their plastic wrap, as this commercial suggests? I seriously doubt it. A second weakness is the price: It's $20 too expensive for DRTV. Technically, a "buy one, get one" offer like this can create the perception that the product is priced right. After all, if two units cost two payments of $19.95, then the real price of one unit is $19.95. The trouble is consumers will realize they have no choice but to spend $40, and that will kill the impulse to buy. For some reason, $20 is easy to spend without thinking, but $40 is not. Better to go one for $19.95, get them on the phone and then try for that second unit. As for the commercial, it effectively utilizes many of the DR techniques. But the low-budget production quality and "retro" music hurts the perception of the product.

4. SENSUAIR (Free Trial) is a four-in-one air purifier. The pitch: It "cleans and purifies the air, is a humidifier, gives you mood lighting and provides aromatherapy." (The mood lighting is provided by built-in lights that rotate through six different colors.) The main claim: It's the "No. 1 selling air purifier in Europe." The offer is for a free 30-day trial, just pay $9.95 S&H. If you keep it, you pay three payments of $19.95. This is a Dynamic Response Group product. www.Sensuair.com

Product (D7) Score: 4 out of 7*
Commercial Rating: Good/Excellent**
Comments: The market is saturated with air purifiers from well-established brands. On DRTV, the category was red hot just a few years ago, but is now post-peak. So why would anyone enter the market at this time? The reason is what I like to call the "Swiss Army Knife strategy." Sure there are dozens of air purifiers out there, the marketer thinks. But none of them can ALSO humidify, create mood lighting and deliver aromatherapy! Too bad the consumer thinks, Why in the heck would I want all those extra features? As branding expert Laura Ries has explained, these all-in-one devices typically fail because "it is a lot cheaper, easier, better and more efficient to buy different devices for different functions." As for the commercial, it is high end.

Sources: “New Spots for Week Ending 10/24/08,” IMS (1-2); "Vol. XVIII, No. 1-B for 10/24/08,” Jordan Whitney (3-4)

* 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.

JUMBO UPDATE! Samurai Peeler, Smooth Away, Sheer Skin and Nine Other New Items

It's been a long time since I published an update, and my inbox is full of new items. To catch up, this week's entry has been "super sized," featuring reviews of a whopping 12 items. I apologize in advance for the length. To make up for it, I'm leading with what I believe are the next three DRTV hits.

1. SAMURAI SPEED PEELER ($9.99) is a high-end peeler that also slices and grates. It's specially design to peel in both directions. The pitch: "Peel it, shred it and shave it in half the time." The offer includes a snap-on attachment that turns the peeler into a Mandolin slicer. The bonus is the Samurai Julienne cutter. This is an SAS Group product pitched by Chef Tony Notaro. www.SamuraiPeeler.com
Product (D7) Score: 7 out of 7!*
Commercial Rating: Excellent!**
Comments: This is the same item as Tristar's Titan Peeler. It works the same way and does all the same things. So why did I give the Titan Peeler a 5 out of 7 and this a 7 out of 7? The commercial. When I reviewed the Titan Peeler back in August, I admitted that "I'm still not quite sure how it works or what it can do." That was because of the commercial. But now Chef Tony and the producer of this commercial have answered my questions. I get it, and I like it a lot. I also now understand that it solves a real problem. A reader named Kelly did try to explain the Titan Peeler to me. "What it does is peel," Kelly wrote. "What part of that is confusing?" But that's not it at all. Peelers are a commodity item, and at least one is sitting in every person's kitchen drawer. What makes this item different is it peels in both directions and has a handle that's perpendicular to the blades, which dramatically reduces peeling time (hence the "speed peeler" name). As for the commercial, I can't say enough about it. The contrast scene with a regular peeler is excellent. The magic demo (peeling a block of wood) is inspired (albeit by the Titan Peeler commercial). And using slow-motion to reinforce the speed idea, instead of just having Chef Tony peel more slowly, is pure genius. A sure-fire hit.

2. SMOOTH AWAY ($14.99) is a mildly abrasive pad that buffs away body and facial hair. The pitch: "Smooth away unwanted hair in moments and exfoliate at the same time." The offer is for one large Smooth Away (for legs and body hair) with four pads, and one small Smooth Away (for facial hair) with four pads. The bonus is a second set free (just pay S&H). This is an IdeaVillage product and a Mark Olson commercial. www.GetSmoothAway.com

Product (D7) Score: 6 out of 7*
Commercial Rating: OK**
Comments: The hair-removal category has always been a hot category and, as the success of Epilady demonstrated years ago, women are willing to try anything to make the process easier. "Painless" also emerged as a key benefit in the early part of this decade, as evidenced by the monster success of IdeaVillage's Finishing Touch. Now IdeaVillage has done it again, introducing the next hit in this category. (Full disclosure: I worked on this campaign.) The only weakness I see is the inability of TV to convey that this is a credible solution. When you see the demo live, you believe. But can a commercial generate the same effect? Of course, at $14.99 women may simply buy it to try it and, once they see that it works for themselves, buy it again. Another definite winner.

3. SHEER SKIN ($14.99) is an abrasive pad that buffs away body and facial hair. The pitch: It's "the all-over body hair removal system that's completely pain free." The offer is for five large exfoliating pads and five "petite" pads with a storage pouch included. The bonus is a second set free (just pay S&H). This is a Tristar product. www.BuySheerSkin.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good/Excellent**
Comments: It happens all the time: Two smart DRTV marketers discover an item at the same time and launch campaigns within weeks or days of each other. Such is this case with this product. This product and commercial are every bit as good as IdeaVillage's. In fact, I think the commercial is better -- although Smooth Away does a better job of presenting the offer. It will be interesting to see who can make the most of this hot item.

4. SUPER SLIM WALLET ($10) is an ultra-thin wallet for women . The pitch: It's "only half an inch thin," yet it can "hold up to 50 common items that you carry in your current wallet." The offer is for one wallet in classic black and includes an attachable "Sure Safe Strap." The bonus is a second wallet in red, also including a strap (just pay S&H). This is a Telebrands product. www.SuperSlimWallet.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This product is a female version of Ontel's Slim Clip, a DRTV success story. As perfectly positioned toward men as Slim Clip is, this item is perfectly positioned toward women. (Full disclosure: I helped launch the Slim Clip campaign.) As for the commercial, it borrows heavily from both the Slim Clip and Buxton Bag commercials. But as they say: "Imitation is the sincerest form of flattery."

5. WONDER HANGERS ($9.99) are closet space-saving devices. They hold five hangers and then fold down vertically to save space. The pitch: "Guaranteed to triple your closet space for neat, wrinkle-free clothes." The offer includes five units, or enough to hang 25 garments. The bonuses are two Bend A Hangers (just pay P&H), foam hangers that bend into any shape, and an Ultra Bright Light (stick-up light) with five LEDs (just pay P&H). Then they double the entire offer. This is a Hampton Direct product and a Concepts TV commercial. www.WonderHangers.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This is an "old is gold" item from 1989. Back then it was called "Magic Hangers," and Telebrands sold 40 million units, according to Response magazine (links to a PDF). Today, the closet space-saving category is much more crowded with solutions, so the item won't do nearly as well. This includes recent TV items, such as Joy Mangano's Huggable Hangers, which are touted as a way to "double, triple, even quadruple your closet space." That said, I like the product and the offer. The addition of the foam hangers (a hot catalog item) and the LED stick-up lights gives this better odds of success. As for the commercial, it does a solid job of setting up the problem, demonstrating the product and showing the end result.

6. PET ZOOM NAIL GROOM ($19.95) is a tool for filing down a pet's nails. It features a stainless steel buffing disc with a protective nail guard. The bonus is a "Comb and Cut" brush with two free blades. This is an Emson product. www.PetZoomNailGroom.com

Product (D7) Score: 6 out of 7*
Commercial Rating: OK**
Comments: This is another attempt to capitalize on a red-hot idea first introduced by the Peticure people and now dominated by Telebrands' Pedi-Paws. In July, I predicted Pedi-Paws would take over this category, and it seems my prediction was correct. Good news for Telebrands; bad news for Emson. They will find it difficult to compete with Telebrands on TV, and they will have absolutely no shot at major retail, which means their advertising will simply support Pedi-Paws retail sales. Incidentally, it seems PetZoom is destined to be a "me too" brand. The original PetZoom product, a self-cleaning pet brush, was third to market after IdeaVillage's Pet Groom Pro (which also generated ions) and Billy Mays' Petsy Brush.

7. CLOSER LOOK ($14.99) is a pair of magnifying glasses with one lens that flips from eye to eye. The reason: So you can apply makeup to the uncovered eye while being able to see with the other. The pitch: "Allows you to see clearly for perfect makeup application." The offer
includes a quick-dry hair wrap. The bonus is a lighted compact mirror and a pair of lighted tweezers. This is an IdeaVillage product and a Concepts TV commercial. www.BuyCloserLook.com

Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This is a great item perfectly targeted toward an aging demographic. (Full disclosure: I worked on this campaign.) Its only weakness is the size of that demographic. DRTV items work best when they have the broadest possible appeal. Restricting the market to older women and/or women with vision problems reduces the odds of success. As for the commercial, it's a little too young and the music a bit too "clubby" for my liking. However, the product demonstrations are solid and you get what this does. Should be a hit.

8. BIG BOSS GRILL (2 pay, $19.95) is a countertop grill with four sets of interchangeable grilling plates. The pitch: "Goes from grill to griddle to waffle iron to sandwich maker quickly and easily." The bonus is a recipe guide. This is an Emson product and a Hot Spots TV commercial. No URL

Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: This is an interesting product that could have a shot on DRTV -- if only it were half the price. I also question whether it solves a real problem. That's the trouble with combination products: They solve the problem of having to buy and store multiple things, but most people already own those multiple things, so they've already spent the money and figured out the storage issues. You have to hope you're catching them at a time when they're in the market for a new thing, and that they will buy your item because it does more.

9. DETECT ($14.95) is a cat litter additive that detects illness. The pitch: Spread it on top of any cat litter and the "color-changing technology" helps you recognize "if your cat has one or more of the most common feline health problems." These problems include bladder,  kidney and liver diseases. The offer is for one bag. The bonus is a second bag free (just pay S&P) and a DVD for cats called the "Couch Potato Kitty DVD." This is a Vertical Branding product. www.BuyDetect.com

Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: The pet category is a double-edged sword for DRTV marketers. On the one hand, it comes with a highly responsive audience that tends to view their pets like their children. That means pet items start with higher-than-average odds of success. On the other hand, the pet category is still a niche category, especially if you target a specific animal (e.g. cats only instead of cats and dogs). That lowers the odds of success because your potential customer base is much smaller than average. This item is also handicapped by the fact that it's trying to sell "early detection," which is just another way of saying "prevention." And prevention doesn't sell, whether it be for humans or for pets. The reason: DRTV items are purchased on impulse, and there is no impulse to buy something that might happen in the future. Impulse items, by definition, must meet an immediate need.

10. SUPER SHEARS ($14.99) are serrated kitchens shears. The pitch: "They cut like a gourmet knife, but are as easy to use as a pair of scissors." The offer is for one pair. The bonus is Handy Shears, a similar item for jobs outside of the kitchen. This is an IdeaVillage product pitched by Chef Tony Notaro, and a Blue Moon Studios commercial. www.GetSuperShears.com

Product (D7) Score: 4 out of 7*
Commercial Rating: Good**
Comments: This item is lacking in several key areas. First, it isn't unique enough. To me, it looks like the dozens of other kitchen shears on the market. Second, it doesn't seem to solve a problem that isn't already being solved by other kitchen shears. Third, the claims being made aren't very credible. For example, there is no reason to believe these shears cut better than any other pair of kitchen shears, let alone like a gourmet knife. As for the commercial, it features Blue Moon production quality, which is always a plus. However, I think the creative could have done a much better job of selling the product, despite its flaws. Part of the reason the item looks so ordinary is that the commercial doesn't do much to make it look extraordinary.

11. KID KLEEN SYSTEM ($29.95) is a set of bath toys. The primary items are the Bath Blizzard, a bathtub bubble generator, and "dough" soap, which is soap kids can "squeeze, roll cut and shape." The pitch: "Now getting clean can be as much fun as getting dirty." The offer includes a bottle of bubble bath, and cookie cutter molds and an extruder for the soap. This is a Spin Direct product and a Miller Direct commercial. www.BuyKidKleen.com
Comments: I'm going to stop rating these products and commercials using my traditional criteria, since I believe the kids' category has its own set of criteria (and, frankly, I'm not completely sure what they are). However, I will continue to monitor these items for research purposes -- and to highlight the excellent work of Spin Direct and Miller Direct. Based on the sheer volume and variety of commercials they are putting out, they have obviously found a DRTV niche here that no one else has been able to exploit as successfully or consistently. Whenever this happens (as it did with BodyRev and men's fitness), I like to shut up, pay attention and learn.

12. FLUBBY ($9.99) is bouncing putty for kids. The pitch: It's the "funny putty you grab, shape and bounce." It also picks up images from paper. The offer is for four buckets in red, blue and glow-in-the-dark green and yellow. The bonus is four additional buckets in purple, white and glow-in-the-dark orange and pink (just pay P&H). This is an SAS Group product. www.BuyFlubby.com
Comments: Speaking of learning, it seems SAS Group has done exactly that. This is an excellent product for kids, and so well done I expected it to come from Spin Direct. There's even a smart appeal to parents that reminds them of a true "old is gold" item: Silly Putty.

Sources: “New Spots for Week Ending 10/3/08,” IMS (1); “New Spots for Week Ending 10/10/08,” IMS (9, 12); “New Spots for Week Ending 10/17/08,” IMS (4, 10); "Vol. XVII, No. 45-B for 9/12/08,” Jordan Whitney (2); "Vol. XVII, No. 48-B for 10/3/08,” Jordan Whitney (5-6, 11); "Vol. XVII, No. 49-B for 10/10/08,” Jordan Whitney (7-8); "Vol. XVII, No. 50-B for 10/17/08,” Jordan Whitney (3)

* 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.

New This Week: Silver Sonic XL, Loud 'N Clear, Magna Scripts and more

This week I have a special treat: Guest commentary from an industry icon.

Anthony Sullivan has been a famous TV pitchman for more than a decade, and he continues to produce and star in hit DRTV spots and infomercials every year. Space prevents me from listing all of his successes, but he is most recently known for turning Ontel's Swivel Sweeper into an international sensation with millions sold domestically and abroad.

Perhaps as a measure of his success, the Discovery network recently ordered 13 episodes of a new reality show starring Sully and another industry icon, Billy Mays. Called "Pitchmen," the show will chronicle the life of different DRTV products as they go from initial discovery to success or failure on TV. The show began filming last month at the annual ERA tradeshow in Las Vegas.

Sully and I have worked together on several projects over the years, and I'm honored to have him contribute to the blog this week. Here's how it will work: I'll take on my usual role of explaining and rating the products. Sully will take over the commentary section, giving his thoughts on the commercial as well as the product. Without further ado ...

1. SILVER SONIC XL ($19.95) is a personal sound amplifier that looks like a cell phone earpiece. The main claim: "Picks up and amplifies sound from up to 30 yards away." No bonus. This is an Emson product under the Bell & Howell brand. www.SilverSonicXL.com

Product (D7) Score: 6 out of 7* (not unique)
Sully Says: Before I went to the site, I thought this was a sonic silver cleaner! I’m amazed at what a poor name this is for the product. Maybe it was chosen for the trade dress protection? I think this is a retail play by the marketer to piggyback on the success of IdeaVillage's Listen Up and Telebrands' Whisper 2000. Many of the scenes are repeats of scenes from these commercials with some new scenarios added. But how much can you really do with this type of product? The offer seems a little weak at a $19.95 price point. I think we will see this on the shelves at retail, but I will be surprised if we see it on television.

2. LOUD 'N CLEAR ($14.99) is also a personal sound amplifier that looks like a cell phone earpiece. The pitch: "So powerful, you can hear a pin drop from across the room" and "conversations from across the street." No bonus. This is an IdeaVillage product and a Blue Moon Studios commercial. www.GetLoudAndClear.com

Product (D7) Score: 6 out of 7* (not unique)
Sully Says: First things first: This is MUCH better name for the same product. It clearly states what the product does, which personally I like. This commercial, in my humble opinion, is also a cut above Silver Sonic XL for several reasons. For one, there are a couple of stand-out scenes. The pin drop is memorable (and played twice) and, while a little hokey, the ‘Bingo' scene plays right to the target demographic. The 'Amazing Grace' church scene is a little out there, but why not? The lighting and art direction are also pleasing to the eye, and the producer did a good job of showing the versatility of the product. (On a side note, I would like to see if we could get a Loud 'N Clear into McCain’s camp and find out who advised him to pick Sarah Palin as his running mate because I’m pretty sure it wasn’t him.) Moving on, the offer is not that strong. However, the retail comp does help establish value. And at $14.99, I think the phone has a much better chance of ringing. How could this commercial be improved? Billy Mays as the spokesperson would put this over the edge. "HI, BILLY MAYS HERE FOR LOUD AND CLEAR!" The rest is history! (Another side note: What is wrong with a hearing aid? I’m amazed so many people want to hear better. Maybe I’m lucky with 20-20 hearing.)

3. MAGNA SCRIPTS ($14.99) are lighted magnifiers that attach to prescription bottles. The pitch: "Lets you read any prescription bottle with ease, no matter how small the print." The offer is for three magnifiers. The bonus is five Pill Minders, which also attach to prescription bottles and help you count how many pills you took. Then they double the entire offer. This is an IdeaVillage product and a Blue Moon Studios commercial. www.MagnaScripts.com

Product (D7) Score: 6 out of 7* (not mass market)
Sully Says: I give the naming of this product a 2 out of 10. When I saw the link, I thought it was a magnetic script-holding device! I was pleasantly surprised to see that this is a product that makes reading prescription labels easy for those who are visually impaired or who can’t read three-point text. It's perfect for our “pilled up,” over-drugged nation. But the name! I just can’t get past it. Magna? Magna Carta? Wasn’t that an ancient document signed by Henry VIII of England? Who is picking these names? STOP – get another job! And then to make it worse: The Magna Script is shown doing more than “magnascripting.” It's shown being used to look for keys and read menus. It needs a better name. I like the product, and I like the commercial, which is well produced. I know how hard it is to shoot in low light and make the video footage look good, so hats off to the producer for hitting the right balance. I think a more shocking opening like, "passed out individual on the floor with an EMT crew giving a stomach pump,” could have set up the problem a little better. The offer is strong, and with more OTC prescription drugs being peddled by our amazing healthcare system, I think this has a great shot at retail. With a name change, it has a 50 /50 shot on TV. How could this be made better? A Kevin Trudeau endorsement.

4. LE MINX ($14.95 trial) is cordless flat iron. It features a lithium ion battery and ionic torumaline plates. The pitch: "Lets you style and repair your hair anyplace, anywhere." The offer includes a charging base. The bonuses are a carrying case and a car adapter. This is an Emson product under the Sharper Image brand. www.LeMinx.com
Product (D7) Score: 5 out of 7*
(not priced right or credible)
Sully Says: The name of this product is puzzling – it has little to do with the actual product and sounds like something more akin to a fur coat. The Sharper Image brand adds credibility, and the category has been hot on the shopping channels for some time. The before and afters are compelling, and I think the portability is demonstrated well. This product does solve a common problem and the cordless aspect makes it unique. Hair is always a tough category and finding the right models can be the difference between making it and breaking it. The girls and the styling in this spot are average, but so is the consumer, so the connection could be spot on. This commercial, while not super “high end,” covers all the bases and does a decent job of giving me reasons for wanting to buy it. The $14.95 price point could be "too good to be true," and I wonder if consumers will question just how good a cordless flat iron can be for $14.95. I give this a good shot at making it to rollout, and there is no question that it will sell through at retail providing Sharper Image can ride out the current retail storm. What could make this show better: A spokesperson with beautiful hair and a less “selly” voice.

5. KEEPEEZ ($14.95) are clear plastic lids for bowls and storage containers. The main claim: With just a press, it "vacuum seals to create an air-tight seal for weeks." The offer is for four different size lids (3.5, 4.5, 6 and 8.5 inch). The bonus is four "designer bowls" and an extra-large (10.5 inch) lid free (just pay S&H). www.Keepeez.com
Product (D7) Score: 4 out of 7*
(not unique, priced right or credible)
Sully Says: I like this product, and I like this commercial – but I don’t love it! I think the name “Keepeez” is vanilla. Personally, I would have used a spokesperson for this, and I would have used that person to execute some of the live demos. In the first part of the commercial, it’s hard to see how these actually work. I’m biased because I have personally used the product, so I know. But does a first-time viewer actually get what is happening? Solution: The camera could have been placed a little more “bottom floor,” and I think the parabolic vacuum seal would have made an interesting visual. The stand-out scenes in this commercial (muscle man, dropped container, melon and inverted water) are brushed over like they are no big deal when, in fact, each one of these demos is HUGE. Lose the music, add a spokesperson and tighten up the offer. I will be surprised if this works. It’s a great item, but I know returns are high on QVC ... Watch this space.

Sources: “New Spots for Week Ending 9/26/08,” IMS (2-3, 5); "Vol. XVII, No. 47-B for 0/00/08,” Jordan Whitney (1, 4)

* 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.

New This Week: Blox, Super Juicer, Pro Caulk and more

This post features products (first and last entry) by two players with the same family name. I welcome the family back to launching new DRTV products after what has been perhaps the most successful run in industry history.

1. BLOX ($19.99) is a spray that makes fabric repel stains. The pitch: “Blocks stains before they start.” Specifically, it repels “organic, water-based, oil-based and combination stains.” The offer is for two bottles of the In-Wash Fabric Protector. The bonus is a bottle of the Quick-Spray Fabric Protector. This is a Vision Company product. www.BloxTvOffer.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Excellent!**
Comments: This product comes from an unfamiliar company headed by someone with a very familiar name: David Appel. That’s right, the same family that brought you Orange Glo and OxiClean is at it again, and they may just have another hit on their hands. The commercial is nothing short of brilliant, evoking the early days of the Billy Mays and OxiClean. Pitchman Jason Williams deftly performs one magic demonstration after another. It's galvanizing, perhaps enough to overcome the weaknesses of the product. I see two. One, this product prevents a problem instead of solving one, and prevention typically doesn’t sell. (Thought experiment: Name at least three well-known stain removers. Now try to name three well-known stain preventers.) Two, I think many people will have concerns over what this liquid does to fabrics. The first FAQ on the Web sit makes it clear the marketing team is aware of this problem and concerned about it. They claim the product “will NOT change the look, feel, or breathe-ability of fabrics,” but that’s a difficult credibility barrier to hurdle with just words.

2. SUPER JUICER ($14.95 trial) is a 700-watt, stainless steel juicer. It features an oversized feeder and a pulp collector that double as a food processor. The pitch: "Get fresh, all-natural juice in seconds" that makes you "feel youthful and energetic." The offer includes free shipping. The bonus is a recipe book. This is an Emson product under the Sharper Image brand. www.InfinitiJuicer.com

Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: The marketers behind this campaign obviously couldn't decide what they wanted to call the product. The spot calls it the "Sharper Image Super Juicer." The Web site calls it the "Bell & Howell Super Juicer." The URL indicates it was once called the "Infiniti Juicer." I call it "a late attempt to capitalize on the success of the Jack LaLanne Juicer." (Tough URL, I know.)

3. PRO CAULK ($19.95) is a silicone tool for applying caulk. The pitch: "The only hassle-free way to apply silicone with no mess and a perfect finish every time." The offer includes one large and one small tool. The bonuses are a mini-tool for hard-to-reach areas, a silicone remover tool and a tube of silicone. The kit comes with a five-year guarantee. This is a National Express product and a Concepts commercial. www.BuyProCaulk.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This is an old product under a new name. Back in 2006, it was on TV under the name "Pro Seal." For some reason, it disappeared and has now resurfaced under the current name. Based on the number of times I've seen this commercial lately, I have to guess it's successful. But I can't imagine that success will last for long. That's because the market is limited. The item only appeals to people with an interest in doing their own caulking. DIYers at this level are a substantial market, but they aren't the mass market. Caulking is also an infrequent occurrence. As for retail, this item is virtually indestructible, which means zero repeat purchases. If the caulk is special, there could be a continuity business there. Otherwise, I predict people will buy this once, use it twice and keep it in a drawer forever. As for the commercial, I like it because it's simple, focusing on the most important thing when you're marketing this kind of item: frequent, close-up demonstrations. The producer also did an excellent job of building an offer around something that, by itself, looks like a $1.99 value

4. PIXOS ($29.95) are multi-color beads that stick together when you spray them with water. The pitch: "Just pop and spray for patterns that stay." The offer includes a workstation with a built-in fan for drying the creations, 1,000 multi-color beads, Pop Pens that dispense the beads and several design trays. The bonus is double the entire offer. This is a Spin Direct product and a Miller Direct commercial. www.BuyPixos.com

Product (D7) Score: 4 out of 7*
Commercial Rating: Good/Excellent**
Comments: Every production company has at least one product category they handle better than anyone else in the industry. I think of Blue Moon and pet products, LoudMouth TV and fitness products and, without a doubt, Miller Direct and toys. This is another fine example of their work. The product itself faces all the usual challenges a kid's product faces, but that doesn't seem to matter much in the hands of the Miller team. They are the best at creating winners in this lucrative niche category. There is only one potential dark lining to this silver cloud, but I won't belabor it.

5. AAAH (Free Trial) is a foaming cleanser that makes toilet paper moist. The pitch: “Makes ordinary toilet paper extraordinary.” The offer is for one bottle that can make up to 300 toilet paper "wet wipes." The bonus is a 1.6-oz travel size. www.ByeByeDry.com
Product (D7) Score: 4 out of 7*
Commercial Rating: Good**
Comments: This is another Appel product, this time from the patriarch of the family: industry icon Max Appel. Mr. Appel took OxiClean from zero to a multimillion-dollar brand that was eventually acquired by CPG powerhouse Church & Dwight. In other words, he knows a lot more about direct selling than I do. Yet I still must conclude that this product is unlikely to succeed. That's because it doesn’t have a real reason for being. If people want wet toilet paper, they’ll buy the name-brand, pre-moistened variety. If they don’t,  advertising isn't going to change their minds. This product is also handicapped by the "embarrassment factor." As the marketers of Just A Drop and FREE! have no doubt discovered, it’s hard to sell a product that solves an embarrassing bathroom problem. It's also hard to advertise such a product without the commercial devolving into self-parody. For this, I give the producer credit. He did an excellent job with what he was given. The spot uses just the right dose of humor, hits most of the proven DRTV techniques and still manages to retain a brand feel. Nicely done.

Sources: “New Spots for Week Ending 9/12/08,” IMS (5); “New Spots for Week Ending 9/19/08,” IMS (2);  "Vol. XVII, No. 46-B for 9/19/08,” Jordan Whitney (1, 4)

* 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.