New This Week: Light Relief, Bed-Mate, Australian Dream and more

Of this week’s four new items, three are health products. Interesting how these trends go. Anyway, here’s the report.

1. LIGHT RELIEF (2 pay, $39.95) is a handheld device that uses infrared light emitting diodes (LEDs) to relieve pain. The main claim: It directs “a powerful stream of warm therapeutic light deep into tissues, increasing circulation to target areas and relieving aches, pains and stiffness in muscles and joints.” The offer includes an adjustable hands-free strap and “how to” guide. The bonuses are a body band and a travel bag. Robert Wagner is the spokesman. www.LightRelief.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This product faces a huge credibility hurdle. I’ve heard that LED light can have all sorts of therapeutic properties, but this is a new concept to the general public. That means people are unlikely to believe a device like this is going to work on their tough aches and pains. The item is also way too expensive for short-form DRTV.

2. LONG LIFE COCKTAIL (Trial Offer) is a dietary supplement you mix with your favorite beverage. The main claim: “Clinically proven to reduce cholesterol by up to 15%.” The trial offer includes a one-month supply of both the AM and PM formulas and two CholesTrack test kits. The bonuses are a fitness DVD and a 30-day supply of vitamin D. www.LongLifeCocktail.com
Product (D7) Score: 5 out of 7*
Comments: This is an interesting product trying to make headway in a crowded category. My gut instinct is that people will prefer the simplicity of a product like Garlique to this involved daily regimen.

3. BED-MATE ($19.95) is a tray for eating or reading in bed from the makers of Table-Mate. The pitch: It “features two quick-adjust table angles and a spill resistant lip” and “folds in seconds for quick storage right under your bed.” Online offers include: buy one, get the second one for $14.95; buy two, get the third one free. www.BuyBedMate.com
Product (D7) Score: 5 out of 7*
Comments: While unlikely to work on DRTV because it’s not very unique and doesn’t solve a real problem, this product makes a nice addition to the Table-Mate family.

4. AUSTRALIAN DREAM ($29.95) is an arthritis cream. The pitch: It’s “the first risk-free arthritis relief product” because it comes with an “empty jar guarantee.” The bonus is three travel-size containers. www.AustralianDream.com
Product (D7) Score: 4 out of 7*
Commercial Rating: OK**
Comments: This product has made a tried-and-true DRTV technique the centerpiece of its positioning strategy: “Minimize risk with a satisfaction guarantee” (No. 10 on my list of 10). However, the guarantee isn’t really that special since it’s been done many times before. Moreover, the product is fairly commonplace, expensive for short-form and targets only one segment of the DRTV audience (arthritis sufferers). The commercial is also missing many of the other nine DRTV techniques.

Sources: “New Spots for Week Ending 3/28/08,” IMS (1-2, 4); "Vol. XVII, No. 23-B for 3/28/08,” 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: Free! Odor Eliminator, Quick Lawn, Verseo Detox Patch

The trend is broken at last! After weeks and weeks of having only two new items to write about, this week there are actually three items. Interestingly, two out of three are for a product that’s third to market in its DRTV category, a sure sign that the category in question is red hot.

1. FREE! OXI ODOR ELIMINATOR ($14.99) is a packet of deodorizing powder. You pour it in the toilet bowl before you "go," and it prevents embarrassing odors from lingering. The pitch: “Free! your bathroom from embarrassing odors.” The offer is for 15 packets, then they double it and drop the price from $19.99 to $14.99. This is a Sullivan Productions commercial. www.FreeFromOdor.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: Apparently “free” now costs $14.99! That was my first thought when I saw the product’s package, before I watched the commercial. I’m not sure if that’s a clever naming idea or a potential issue at retail. In any case, this item has a lot going for it. I’ve liked the idea since someone first showed me Just A Drop, the original. The only issue I ever had with it was the perceived value on DRTV. Even 30 packets for $15 seems like a lot to pay for powder. Actually, there was one other challenge we debated: How to make a commercial about this problem without turning it into a Saturday Night Live skit. The Sullivan team did a pretty good job, but a few scenes (husband’s football buddies) didn’t quite pass the laugh test. Again, I’m not sure if that helps or hurts.

2. QUICK LAWN ($10) is a type of super grass seed. The main claim: It’s “the world’s first and only four-season grass.” It “resists insects and disease,” can “withstand heavy traffic,” holds up in shady spots and “stays green even in snow.” The offer is for a 1-lb bag that covers 500 square feet. The bonus is a second one free, just pay S&H. www.QuickLawnGrass.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: It’s hard to make a commercial about watching the grass grow exciting, but they tried their best. Some parts are definitely forced, such as the cheesy tag line: “Sow it, grow it and before you know it – boom!” But overall, the commercial does its job. Will the product? That’s unlikely, given this is a third-to-market competitor to Patch Perfect, a DRTV hit, and Canada Green, the original product from up north.

3. VERSEO DETOX FOOT PATCH (Various) is a detoxifying foot patch. The main claim: They “extract toxins from your body naturally while promoting a strong immune system and healthy lymphatic functions.” The Web site has various offers, including a two-patch trial for $7.50, 10 patches for $16, 30 patches for $39.99 and 90 patches for $89.95. www.Verseo.com
Product (D7) Score: 4 out of 7*
Comments: Another third-to-market product. This one is popular in catalogs, but the leader on DRTV is Kinoki Detox Foot Pads, which was followed this January by Power Purify. Again, it is difficult for a third player to sustain a TV campaign because he is trying to feed off the scraps, and his media ends up supporting the leader at retail.

Sources: “New Spots for Week Ending 3/21/08,” IMS (2); "Vol. XVII, No. 22-B for 3/21/08,” Jordan Whitney (1,3)

* 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: Pet Zoom, Vidalia Chop It

This is getting predictable! Another week, another two items …

1. PET ZOOM ($19.95) is a self-cleaning pet brush. When the bristles are full of fur, you press a button and the base comes up to push the fur off and into the trash. The same mechanism also allows you to adjust the bristle length for pets with different fur thickness. The bonuses are a “pamper-size” (mini) version and a fur-trimming comb. This is an Emson product. www.PetZoomSale.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: This is a popular DRTV item done many different ways over the last few years. Two successful variations were the Pet Groom Pro and the Shed Ender. Because novelty is so critical to success on DRTV, and because this version isn’t nearly as cool as some of its predecessors, I think it’s unlikely to succeed.

2. VIDALIA CHOP IT ($19.99) is a manual food processor. You load it with fruits or vegetables, close the lid and spin the crank to slice and dice. The main claim: It’s “the fastest and easiest food processor you'll ever use - guaranteed.” The offer includes free whipping blades, a salad spinner insert and a recipe book. Then they double the entire offer. This is a National Express product pitched by the ubiquitous Billy Mays. www.ChopItTV.com
Product (D7) Score: 4 out of 7*
Commercial Rating: OK**
Comments: This is third product in the Vidalia line, coming on the heels of the Slice Wizard and the Chop Wizard (a mega-hit). But as is often the case with line extensions, the likelihood of success is diminishing with each new item. Although this item is admittedly more interesting than the Slice Wizard, it still faces several challenges. One, it might actually create a problem as opposed to solving one. I’m not sure why anyone would choose this item over an electric food processor, especially if they’re elderly and have dexterity problems. Two, it’s lacking in credibility. Faster and easier than an electric food processor? Somehow I doubt it. Third, and I hate to say it, Billy is wrong for the product. A woman, especially an older woman (e.g. Cathy Mitchell), would be a better choice. That’s because the major barrier to purchase for the DRTV audience will be believing they can turn that crank hard enough to chop things.

Source: "Vol. XVII, No. 21-B for 3/14/08,” Jordan Whitney (1-2)

* 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.

Al Eicoff and Ad Recall

As anyone who knows me can attest, I'm a big fan of direct-response history and a disciple of the "old masters" of DR going back to the turn of the last century. On occasion, however, I've heard the following criticism of my tendency to rely on their wisdom: 'Things have changed a lot since the old days; those ideas are outdated.'

Take the idea that ad recall is a poor tool for measuring an ad's effectiveness. Nearly every one of the "old masters" -- Claude Hopkins, Rosser Reeves, David Ogilvy -- has written passionately against this metric. But my favorite quote, which I recently dug up, comes from the late Al Eicoff, founder of the agency by the same name.

In his 1982 classic, "Or Your Money Back," Eicoff writes:

There have been numerous occasions when a client has come to our agency and said he was not interested in a "motivating" commercial but rather one that would acheive a high level of recall or product recognition.

Those those clients, I've always responded: "I will guarantee you the highest level of recall you've ever seen or I will pay for your entire campaign." The clients, of course, all stare at me with dumbfounded expressions and ask how I can make such an offer.

To which I've always replied: "I will make a sixty-second commercial with an Indian pounding a tom-tom and repeating the name of the product every three beats. At the end of the sixty seconds people watching the commercial will have switched stations, thrown an ashtray at the TV, or called the station to protest this incredibly obnoxious commercial. "

"But no one who sees the commercial will ever forget it."

I thought of that quote when I read a recent Wall Street Journal article titled, "Ad's Insult to Industry in China?" (link requires registration). Here's an excerpt:

The TV commercial everyone has been talking about lately in China is the one that has tested everyone's nerves ...

In the bare-bones ad, a squeaky girl's voice chirps out a triplicate list of each of the 12 animals in the Chinese zodiac, interspersed with repetitions of the company's slogan by an adult voice. Cartoon zodiac animals hop across the screen over a plain, white background with the company's logo. As in: "Rat rat rat! Heng Yuan Xiang, official sponsor of the Olympic Games! Ox ox ox! Heng Yuan Xiang, official sponsor of the Olympic Games! Tiger tiger tiger!..."

When they first saw the ad, some people thought their TV sets were broken. Viewers savaged the commercial in print media and online, some calling it intolerable or singling it out as the worst spot they had ever seen ... Other marketers complained that consumers were changing the channel when the spot came on, ad executives say. The spot ran repeatedly on Chinese TV from Feb. 6 to Feb. 12. On Feb. 17, Heng Yuan Xiang called a press conference to explain that it had stopped running the commercial.

Here's the commercial (if you can bear to watch it):

New This Week: Set ‘N Slice, Dry Magic Towel

Another week with just two items worth blogging about. As the quarter draws to a close and we approach the dreaded “tax season,” I expect to see fewer new DRTV items being tested. Although you can test pretty much any time, most marketers just can’t bear to look at the numbers this time of year!

1. SET ‘N SLICE (2 pay, $29.95) is an electric mandolin slicer. The pitch: “Just place whatever you need to slice, dice, or shred in the hopper then ‘Set It and Get It.” The offer includes four blades, a removable storage drawer and three different size hoppers. www.SetNSlice.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: I’ve liked this item since I first saw it at the Chicago Housewares Show years ago. The only challenge I thought it faced – and it’s a killer – was the price. I haven’t changed my mind. A price of $60 just isn’t going to work on short-form DRTV. In fact, that price is at the upper limit for infomercials these days.

2. DRY MAGIC TOWEL ($19.99) is a super-absorbent towel made of PVA material. The main claim: It’s “many times more absorbent than any other towel,” and it’s “bacteria, mold and mildew resistant.” It’s also biodegradable, which makes it “green.” The offer is for two towels. The bonus is a Dry Magic Sponge. This is an Incredible Discoveries item. www.BuyDryMagicTowels.com
Product (D7) Score: 5 out of 7*
Comments: Although it’s made of a different material, this is a third-to-market idea (see Zorbeez and ShamWow). In other words, it’s not unique enough to gain traction against its competitors. I also think the value is poor. Two towels and a sponge for $20 is no bargain when the competition is giving away five and eight towels, respectively.

Sources: “New Spots for Week Ending 3/7/08,” IMS (1); "Vol. XVII, No. 20-B for 3/7/08,” 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.

New This Week: Toast-A-Meal and Fiji Foot Spa

I'm still on the road, but I took time to review another two items that caught my attention ...

1. TOAST-A-MEAL ($19.99) is a reusable sleeve that allows you to put a sandwich in a toaster without making a mess. The offer includes four sleeves. The first bonus is a cookbook, and then they throw in a toaster! www.ToastAMeal.com
Product (D7) Score: 5 out of 7*
Comments: When a marketer feels the need to add a bonus that has a much higher perceived value than the product, he should take that as a sign the product isn't right for DRTV ... and move on.

2. FIJI FOOT SPA ($19.95) is a foot scrubber that attaches to your shower floor. You suction the scrubber to the floor, fill the dispenser with antibacterial foot lotion, and then rub your feet on it to eliminate dead skin and bacteria. It's "a spa experience at home." The offer includes the scrubber and lotion. There are also three additional bonuses: a pumice stone insert, a tube of Extreme Foot Repair Lotion, and a Body Buff (body scrubber) with EZ Reach Attachment. www.FijiFootScrubber.com
Product (D7) Score: 5 out of 7*
Commercial Score: OK**
Comments: This product follows on the heels (pun intended) of Telebrands' Ped Egg and Smart Inventions' One Step. So it won't come across as unique or as a problem-solver, since two solutions to the problem are already being promoted. Moreover, the offer gets confusing when the bonus items are introduced.

Source: “New Spots for Week Ending 2/27/08,” 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.

My Latest Project: HD Vision Wraparounds

I recently helped launch a new item, so I thought I'd write a quick post about (since I can't review it on the blog).

The item is called "HD Vision Wraparounds," and it's an innovative twist on a proven catalog item: sunglasses that fit over prescription glasses. I think the item is going to be a winner, at least among people who wear glasses, because it solves a big problem: having to lay out $100 or more for prescription glasses. In any case, the twist here is that the lenses are "high definition." That's another name for lenses that block blue light, a style popularized by Joe Sugarman's BluBlockers, AJ Khubani's AmberVision sunglasses and Andy Khubani's HD Vision sunglasses.

These glasses, which are Andy's, seek to capitalize on the HD Vision brand while introducing the fit-over concept to DRTV viewers. And the bonus is even more unique than the product: night vision glasses that fit over prescription glasses.

In any case, you can check out the commercial at www.HDWraparounds.com. It's my project, but don't be afraid to let me know what you really think!