February 25, 2008

New This Week: Celluless, Arm Shaper and Belly Burner

I'm traveling this week, but I saw three new items I thought I should blog about. All of them target flab. 'Tis the season, I guess. Spring is right around the corner!

1. CELLULESS PERSONAL SPA ($29.95 trial) is a portable “suction massage therapy” device. The pitch: “Now you can dramatically improve the appearance of cellulite, sagging arm skin, belly fat and stretch marks with the same technology used by dermatologists.” The offer includes a four-week supply of Firming and Smoothing Oil. www.Celluless.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments:
This product is a little expensive. Otherwise, it meets many of the criteria for a hit HBA item. The problem is the demos. They look so weird that they will scare people and/or undermine the credibility of the product.

2. ARM SHAPER ($24.95) is a device for working out your arms that looks like a maraca. The pitch: “Granny Arms, Bat Wings and the Dreaded Arm Jiggle are no match for the Arm Shaper!” www.ArmShaper.com
Product (D7) Score: 4 out of 7*
Comments:
Silly looking, lacking in credibility and expensive. Enough said?

3. BELLY BURNER (2 pay, $19.95) is a belt that supposedly increases core temperature to intensify calorie burning in the abdominal area. The pitch? What else: “Firmer, tighter, sexier abs!” This product is pitched by a celebrity trainer named Bobby Waldron, and the commercial features testimonials from Debi Mazar of HBO’s Entourage and comedian Carlos Mencia. www.TheBellyBurner.com
Product (D7) Score: 3 out of 7*
Commercial Rating: Excellent**
Comments:
This item is unlikely to succeed for several reasons, despite the high quality and star power of the commercial. The biggest reason is it’s hard to understand what it is and what it does. In fact, I think a lot of people will confuse it with those electrode belts that were everywhere a few years ago – the ones that generated numerous lawsuits and now have a decidely negative association.

Sources: “New Spots for Week Ending 2/22/08,” IMS (2-3); "Vol. XVII, No. 18-B for 2/22/08,” 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.

February 18, 2008

New This Week: Pasta n’ More, Spice Stack and AutoCerm

There’s a lot of activity in DRTV this week, but not a lot coming from the “pure” DRTV players. By that I mean the airwaves are full of diet programs, supplements and services – but few demonstrable gadgets. In fact, there are only three new items worth blogging about …

1. AUTOCERM ($19.99) is an engine treatment for improving performance and gas mileage. The pitch: “Start fighting high gas prices right away!” The offer is two bottles for the price of one. www.AutoCerm.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments:
I have wanted to do an item like this for years, but the attorneys wouldn’t let me! The reason I always loved this idea is that there is so much pain out there because of gas prices, and experience has taught me that solving a painful problem is a sure-fire path to DRTV success. That said, I didn’t give this product a perfect score because it’s hard to explain. The marketing team did their best, but people will still be left wondering, How does it work?

2. PASTA N’ MORE ($19.99) is a microwavable pasta pot. This particular version has a few added features: Handles that double as a way to measure pasta portions, a snap-on strainer lid that can be removed to turn the pot into a serving dish, and an expander ring that doubles the capacity of the pot. The latter item is the bonus, along with a recipe book. www.PastaNMore.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments:
The pasta pot idea is over, in my opinion, and it might never come back. That’s because every pot manufacturer has added a version to their line. Even the microwavable pasta pot idea has been done before – twice. It succeeded once, albeit for a brief period of time, and bombed the second time. I see no reason to believe this product will overcome the odds even thought it has a few unique features.

3. SPICE STACK ($29.99) is a way to store and organize up to 27 spice bottles in one place. The pitch: “Stop looking and start cooking!” The bonus is a cook’s apron with the product logo. www.SpiceStack.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments:
This item is unlikely to succeed on DRTV because only 'organization freaks' will appreciate it. In other words, this commercial won't create an impulse to buy because the product doesn’t solve a pressing problem for most people. It is also expensive for DRTV, another impulse killer.

Sources: “New Spots for Week Ending 2/15/08,” IMS (2-3); "Vol. XVII, No. 17-B for 2/15/08,” 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.

February 11, 2008

Most of the new DRTV commercials to hit the airwaves these days are unoriginal ingestibles or low-quality one-offs. Here are two notable exceptions:

1. GROUT AIDE MARKER ($14.99) is a marker that you use to refinish and seal grout. The pitch: “Makes old grout look better than new instantly!” One marker is supposed to be enough to redo an entire bathroom. Just in case, the offer includes a second marker free, just pay S&H. The bonuses are the Grout Aide Caulk Refresher and an extra-wide version of the Grout Aide marker for wide tile (both require additional S&H). This is an SAS Group product pitched by Billy Mays. www.BuyGroutAide.com
Product (D7) Score: 5 out of 7*
Comments:
Products like this have been around for a while, so it’s unlikely the DRTV viewer will think this one is unique and buy it on impulse. A larger issue is the inherent credibility problem. It starts with the delivery method and the name: Few people will want to use a marker on their grout for fear that it will look like they used a marker.

2. DEBT CURES ($29.95) is a new book by Kevin Trudeau. The full title is, “Debt Cures They Don’t Want You to Know About.” The pitch: “Learn what the banks don’t want you to know” (i.e. you’re getting screwed). The bonuses are Trudeau’s “Instant Credit Improvement Guide” and his “Wealth Creation” CD. www.DebtCures.com
Product (D7) Score: 4 out of 7*
Commercial Rating: Excellent**
Comments:
P.T. Barnum is supposed to have said, “There’s a sucker born every minute.” The continuing success of Kevin Trudeau is the proof of that statement. This particular item has a few weaknesses, not the least of which is a similar name to “Natural Cures,” which burdens the book with all that negative media coverage. However, I wouldn’t bet against Trudeau. Despite all the fines, lawsuits and bad press, he still manages to launch hits (see Barnum).

Sources: “New Spots for Week Ending 2/8/08,” IMS (1); "Vol. XVII, No. 16-B for 2/8/08,” 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.

February 07, 2008

New This Week: FootClaw, Get-A-Grip, Pump Perfect and FishGillz

February is here, and the massive volume of new items has slowed a little. This week, there are only four new items of note.

1. GET-A-GRIP (2 pay, $9.99) is a safety handle that suctions to smooth surfaces, such as bathtubs and shower doors. The main claim: “Holds up to 200 pounds.” The offer is buy one, get one free -- just pay S&H on the second one. This is a Telebrands product. www.BuyGetAGrip.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments:
The only area this product is weak: credibility. I don’t think people will trust an “As Seen on TV” suctioning handle with their safety. Otherwise, the concept is perfect, especially for the older-skewing DRTV buyer. This item has also done well in catalog, so you never know. As for the commercial, I thought the key demo (creating a ladder on a boat) was weird, and I would have liked to see more seniors in the spot. Something along the lines of: “I’ve fallen, and I can’t get up!”

2. FOOT CLAW ($19.99) is a steel alloy claw that attaches to shoes or boots. The pitch: “Walk with confidence on any terrain,” including “snow, ice, mud, sand, wet grass or loose gravel.” The offer includes a travel pouch. The bonus is a second one free, just pay S&H. www.FootClaw.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments:
People are unlikely to buy this item for any other reason than to prevent slipping on the ice. That means it solves a problem, but the problem is seasonal -- and only affects areas of the country that have cold seasons. In other words, the item is unlikely to work on DRTV, which works best when an item is “weather-proof” and solves a problem that affects everyone.

3. PUMP PERFECT ($14.95) is a portable pump. The pitch: “Just flip the switch to transfer water, gas, oil and so much more!” The bonus is a cup holder caddy like the one Allstar gave away with the AutoCool. www.PumpPerfect.com
Product (D7) Score: 4 out of 7*
Comments:
This is not a DRTV item. It isn’t unique enough. It lacks mass appeal. And it doesn’t solve a common problem.

4. FISHGILLZ ($49.95) are polarized sunglasses that float. The pitch: They’re specially designed “with the fisherman in mind.” www.FishGillz.com
Product (D7) Score: 3 out of 7*
Comments:
This item is also wrong for DRTV. It’s not unique enough (polarized sunglasses are everywhere). It lacks mass appeal. It doesn’t solve a real problem. And it’s too expensive for TV.

Sources: “New Spots for Week Ending 2/1/08,” IMS (1-2, 4); "Vol. XVII, No. 15-B for 2/1/08,” 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.

February 06, 2008

New This Week: SpiBelt, Perfect Pullup, Power Purify and more

In my last report, I covered two items that I think are upcoming hits. Unfortunately, I can’t say the same about this report. Despite some interesting pedigrees, this week’s items just don’t have what it takes to make it big. Now, that’s a pretty bold statement considering one item is a line extension of the biggest item of 2007, and another is a knockoff of a surprise 2008 hit. But I stand by the assessment.After reading about these items, feel free to post a comment and let me know if you agree or disagree.

1. SPIBELT ($19.95) is a nylon belt with a built-in zipper pouch for holding Small Personal Items (aka SPI). The pitch: It “can hold an iPod, Blackberry, cell [or] keys,” and “does not bounce, ride or shift while running or doing other activities.” Comes in three colors and two sizes. The offer is buy one, get one free. The product is under the Overton Fitness brand. www.spibelt.com
Product (D7) Score: 6 out of 7*
Commercial Rating: OK/Poor**
Comments: Taking its broadest possible usage (a general-purpose utility belt), this item gets a checkmark in every category except “problem solver.” That’s because it only solves a pressing problem for runners. But here’s the Catch 22: If you were to narrow the pitch to hit that target demographic, you wouldn’t be talking to the mass market or the older DRTV buyer any longer. That’s why I think this item is unlikely to succeed on TV. (It also lacks a magic demo or “wow.”) But run a DR print ad in “Runner’s World” and you’d have a different story.

2. STRIKE TRAINER ($19.95) is a striking panel that suctions to the wall and functions like a punching bag. In other words, you use it to do a Billy Blanks-style martial arts workout. The pitch: “Hit to get fit … It’s time to knock out the pounds.” It comes with a wall chart of exercises and a workout DVD. The bonus is two additional workout DVDs. www.striketrainer.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK/Poor**
Comments: The two big problems I see with this item: It doesn’t appeal to older people, and it lacks credibility. No one is going to believe that hitting a foam panel will “carve fat off your abs and love handles,” as the Web site claims.

3. AB RAIL ($14.95 for trial) is yet another device for sculpting your abs. The pitch: It “targets every inch of your abs in one fluid motion.” The offer is for a 30-day trial and includes a workout DVD, guide and meal plan. The bonus is free shipping. www.abraildirect.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: This is obviously a short-form version of a long-form show. In this format, there isn’t nearly enough to explain the features and benefits of the product. But I imagine it will work well as support for the infomercial and, hey, it has the advantage of being an ab product!

4. SCRAPE IT ($19.95) is a stainless steel device for removing calluses and corns. www.scrapeittv.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: This commercial features some truly disgusting demos. This product would only appeal to someone with a severe problem. In other words, it’s a gross bomb – and a transparent attempt to cash in on the success of Telebrands’ Ped Egg. (Yes, folks, I will cover anything that appears on DRTV!)

5. STOP FLASH ($19.95) is an oral spray that supposedly stops hot flashes. There’s a daytime formula and a nighttime (PM) formula aimed at stopping night sweats. The offer is for a 30-day supply of the daytime product. The bonus is a 30-day supply of the PM formula. www.stopflash-usa.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This product is too niche to work in a big way, but it may appeal to the target demographic – provided they believe an all-natural oral spray will be effective against a problem of this magnitude. The commercial does feature some credible testimonials.

6. PERFECT PULLUP (3 pay, $33) is a next-generation to the Perfect Pushup, the biggest DRTV item of 2007. Like its predecessor, it features rotating handles, this time designed to work in combination with a pull-up bar that fits in a doorway. Actually, it’s pitched as a 3-in-1 device because you can do pull-ups, standing rows and something called an Australian (upside-down) pull-up on it. This is another BodyRev product invented by a Navy SEAL. www.perfectpullup.com
Product (D7) Score: 3 out of 7*
Commercial Rating: Good/Excellent**
Comments: This product may seem like a natural after the huge success of the Perfect Pushup. But like its predecessor, it suffers from several weaknesses. One, it only appeals to men. Two, it won’t appeal to older people, male or female. And three, it’s expensive for a DRTV product. These shortcomings didn’t seem to matter in the case of the Perfect Pushup, but I think it will matter here. Why? One reason is that while many men may fool themselves into believing they can do a “perfect pushup,” few will delude themselves about doing pull-ups like they show in this commercial. Another reason is that the price is even further outside the DRTV model. Two payments of $19.99 (the Perfect Pushup’s price) is one thing. At least it puts the magic price point (under $20) on screen. But three payments of $33, or essentially $100, is not going to cut it in short form. Finally, this product has a fourth weakness that its predecessor didn’t have: It’s harder to explain. Handles that you use for push-ups? I get it. Handles that you use for pull-ups OR some sort of standing row for your back OR some strange maneuver called an “Australian pull-up”? Huh?

7. POWER PURIFY ($19.95) is a detoxifying foot pad. Like Kinoki Detox Foot Pads, these self-adhesive wonders are supposed to draw the toxins out of your body that you eat, drink and breath – leaving you feeling more energetic and with less health problems. The offer includes 10 pads. The bonuses are a supplement called “Ultra Power Purify,” three health reports and free rush shipping. www.powerpurify.com
Product (D7) Score: 3 out of 7*
Commercial Rating: OK**
Comments: This is a knockoff of a sleeper hit that now sits at #14 on the IMS chart. Full disclosure: I never thought Kinoki Foot Pads would work because I couldn’t see the American mass market buying into the whole Japanese mystical healing aspect of the product. I was wrong. People are buying the pads like crazy, although repurchase rates are bound to be low when they discover what the product really is (a plain white bandage and pad that collects sweat and dirt). In any case, this product suffers from the same weaknesses as the original AND misses the boat on the Japanese positioning (at least as far as I could tell from the 60-second spot I watched). Plus, the offer is weaker than Kinoki’s. So I doubt it will even be a strong second in the category.

8. MICHE BAG (2 pay, $29.95) is a designer handbag with removable shells. The shells are held in place by “credit card-safe magnets” and come in different colors and styles. The pitch: “Have a new designer bag for every outfit you own” without the hassle of actually transferring stuff from one bag to the other. It also organizes better than a traditional bag. The offer includes the base bag plus three shells. The bonus is two sets of straps, long and short. www.4miche.com
Product (D7) Score: 3 out of 7*
Commercial Rating: Good**
Comments: This is an interesting novelty item, but I think it’s caught in what blogress Laura Ries calls the “mushy middle.” That is, it’s stuck between two clear positioning ideas. On the one side, there are designer bags that appeal to the sort of fashion-conscious woman who would never be caught dead with this no-name “transformer” bag. On the other side, there are functional bags, such as the recent DRTV hit Buxton Bag (#27 on the Jordan Whitney and #46 on the IMS chart). These bags aren’t designer bags by any stretch, but they serve a purpose as they are highly practical. The Miche Bag tries to be both and fails to be either.

9. PLUG-N-POWER ($19.95) is an instant charger for mobile devices. The pitch: Gives you power in seconds and last for three hours on one AA battery. The offer includes a cell phone and iPod adapter. www.trendtimes.com
Product (D7) Score: 3 out of 7*
Commercial Rating: OK/Poor**
Comments: This product is old news. Even Energizer got into the game with a version at retail that sold for much less than this product.

Sources: “New Spots for Week Ending 1/18/08 (1-3, 7) and 1/25/08 (4-6, 9),” IMS; "Vol. XVII, No. 14-B for 1/25/08,” Jordan Whitney (8)

* 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.