New This Week: Smart Mop, Hot Pot, Bionic Hearing Aid and more

I have a confession to make: I've been a little lazy when it comes to evaluating DRTV commercials. Typically, I watch a spot and give it a "gut rating" on my scale, which ranges from "awful" to "excellent!" But the SciMark way demands a much more analytical approach than gut ratings (the "sci" stands for "science" after all). So going forward, I vow to use my 10-point T&T checklist and provide a more detailed analysis of the DRTV commercials I watch -- starting today.

1. SMART MOP ($14.99) is a self-wringing shammy mop. The pitch: It's "the last mop you'll ever buy" because it "picks up 20 times its own weight in liquid." The offer includes a spare mop head. The bonus is three Smart (shammy) Cloths. This is a Smart Inventions product pitched and produced by Anthony Sullivan. www.BuySmartMop.com

Product (D7) Score: 7 out of 7!*
Commercial Rating: Good**
Comments: I mentioned this 1990s infomercial hit when I wrote about Telebrands' Gorilla Mop August 8. Now the company that marketed the original Smart Mop has brought it back. Because it has been off the market for so long, I think it has a great shot at success. It also happens to meet all the D7 criteria, including the two the Gorilla Mop missed: It's priced right for short form ($19.99 instead of $29.99), and it's made of a material people understand well (thanks to guys like Vince Offer and Billy Mays). As for the commercial, it is well presented and hits most of the T&T techniques. The only question I think it leaves unanswered: Does this product function well as an everyday mop, too? Or is it just for spills/quick jobs? The commercial could also use a stronger value comparison and a satisfaction guarantee.

2. HOT POT ($19.99) is an insulated serving bowl. The pitch: "Keeps food hot for up to four hours." It also works for cold dishes. The bonus is a smaller second pot free (just pay S&H). This is a Telebrands product.  www.BuyHotPot.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This product has a lot going for it. It appears to be unique, is certainly mass market and is priced right for DRTV. The only weakness I can see is in the "problem solver" category. The commercial suggests that ruining food in the microwave is a problem. I seriously doubt that. Most people know how to use a microwave by now. As for the commercial, it's well produced and uses many of the T&T techniques to sell the item. The key ones that are missing: a value comparison, a compare/contrast scene and a satisfaction guarantee.

3. LEE MAJOR'S BIONIC HEARING AID ($14.95 trial) is a rechargeable hearing aid. The pitch: "It won't cost you six million dollars, although you will think it's worth it." The offer includes four different size ear caps, an AC adapter and batteries, a storage case that also acts as the charging base, a custom cleaning brush and a protective storage pouch. This is a National Express product pitched by TV's "Bionic Man" himself. www.HearingAidTV.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: Listening assistance devices have a great track record on DRTV. Last year, one such device (IdeaVillage's  Listen Up) was one of just two items to make it onto both annual charts. This particular one has several strengths: It certainly solves a problem, it has a unique rechargeable feature, and it has a great name/spokesperson. (Disclosure: I worked on the Listen Up campaign and considered Lee Majors as a spokesperson myself.) All of that said, this product does have a few weaknesses. The big one is the price: It's $149.85 if you keep it. There are less expensive hearing aid options on the market. I should also mention that, technically, hearing aids are not a mass-market item. Besides the fact they only appeal to seniors, hearing aids carry with them a certain stigma that keeps them from selling to anyone that doesn't absolutely need one. As for the commercial, it's pretty straightforward because the product is straightforward. That's fine, but there are several techniques that could have been applied here and were not -- specifically testimonials, a value comparison, a satisfaction guarantee, etc.

4. UNCLE NORMAN'S PET SPONGE ($19.99) is a soap-infused sponge for cleaning pets. Just add water. The pitch: It's "a three in one pet bath product that has shampoo, coat conditioner [and] odor inhibitor" built in. It also has "massage bumps" that are supposed to "relax your pet during the washing." The offer is for one sponge and one shammy drying cloth. The bonus is a second set free. This is an Incredible Discoveries Spongetech product. www.BuyPetSponge.com
Product (D7) Score: 5 out of 7*
Comments: This product is unique and comes with a proven item as a bonus. However, it faces several challenges. First, I should mention that although the dog-owner market is technically a niche market, it's a big niche. There are enough dedicated dog owners out there that this could work. Moreover, as I've explained before, pet products are like ab products: They start with higher-than-average odds of success. Moving on, this product doesn't solve a painful problem. By now, dog owners have an established behavior for washing their pets, and combining a few simple steps into one product isn't going to motivate them to change that behavior. Then there's the value proposition. The Web site says one sponge is good for eight baths, but it shows a small lap dog. In the consumer's mind, one sponge will probably equate to one wash, which means the perceived value of this item is $10 a pop. Not cheap. (Note: I have not seen the commercial for this product. When I do, if it changes my mind, I will post an update.)

5. SOLAR STRING LIGHTS ($19.95) are string lights that run on solar power. The pitch: "Ideal for celebrating the holidays and adding that accent you love to your home." The offer is for one string of lights. The bonus is six New Ray Easy Tap Lights free, just pay S&H. This is a Q Marketing Group product. www.GetSolarLights.com
Product (D7) Score: 4 out of 7*
Commercial Rating: OK**
Comments: This product has three weaknesses. First, it's highly seasonal. The commercial suggests year-round uses for the product, but accent lighting beyond the holidays is not a mass-market preference. Second, it doesn't solve a real problem. Sure, electricity bills go up during the holidays, but not in a painful enough way to sell this product. Third, there's a problem with the value proposition. Although it is not highlighted in the commercial, buyers get a single strand of lights. Most people will need much more than that for holiday lighting, so the cost of this could quickly add up. The knockoff of Ontel's Stick-N-Click as a bonus does not make up for that shortcoming. As for the commercial, it misses about half the T&T techniques. A big one is "answer obvious questions." The length of the strand is one question left unanswered (only revealed in mouse type), and the amount of time the lights will last (up to eight hours) is another. Both have the potential to inhibit sales.

Sources: “New Spots for Week Ending 8/22/08,” IMS (1, 4); "Vol. XVII, No. 42-B for 8/22/08,” Jordan Whitney (2-3, 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.

New This Week: Micro Stacker, Spin Lash, Titan Peeler and more

I'm behind on my updates, so this posting combines two weeks worth of items. Sorry to leave everyone hanging: I know some of you are hardcore SciMark Report addicts out there! Without further ado, here's what's new ...

1. MICRO STACKER ($19.95) is a stackable microwave tray. It allows you to heat two plates at the same time, and can also be used as a tray with handles and a lid to prevent splatter. The pitch: "Makes your microwave cooking faster, easier and safer." The offer is buy one, get one free. This is a Dynamic Response Group campaign. www.MicroStacker.com

Product (D7) Score: 6 out of 7*
Commercial Rating: Good/Excellent**
Comments: This is a near perfect commercial for a near perfect item. It misses perfection on the commercial front because of a weak opening and an odd, retro score. It misses perfection on the product front because it doesn't solve a huge problem. That said, I like the item and wouldn't be surprised if it did well on TV or at retail. That's because it's a simple device everyone could use.

2. SPIN LASH ($14.99) is a mascara with a spinning brush. The pitch: "Longer, thicker, more dramatic lashes in seconds." The offer is buy one, get one free (just pay S&H). The bonus is a lighted 5x magnification mirror. This is an Akasha Group product and a Blue Moon Studios commercial. www.SpinLash.com

Product (D7) Score: 5 out of 7*
Commercial Rating: Good/Excellent**
Comments: Despite a well-done commercial, this product faces a few challenges. The biggest one is competition from major mascara brands. These brands have spent millions to convince people that they are the solution to "longer, thicker, more dramatic lashes." And while the spin feature is unique and adds credibility to that claim, it may not be enough to overcome the brand power the competition enjoys.

3. WATER-LESS PET BATH TOWEL ($14.99) is a micro-fiber towel that cleans pets without water. The pitch: "All you do is spray, then gently wipe dirt, dander, and odors away." The offer is buy one, get one free and includes the spray bottle. The bonus is Pet Fresh, a natural odor eliminator. This is an Ontel product and a Blue Moon Studios commercial. www.WaterLessBath.com

Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This is a unique product with a pitch similar to the Pet Groom Pro ionic pet brush, which was No. 31 on the Jordan Whitney Top 100 in 2005. That is, it promises to clean pets without the use of soap or water. Pet Groom Pro used ions; this product uses micro-fibers. I think the former is more credible than the latter. While it may be true that a micro-fiber towel can get into the fur and pull out dirt and odors, people are unlikely to believe it does more than an ordinary towel would do.

4. SCOOP-N-GRIND ($19.99) is a handheld grinder with a scoop-like design. You scoop something up, close the top and press the button to grind. The pitch: "The world's first handheld mixer that lets you scoop, grind and pour." No bonus. This is a Merchant Media product and a Blue Moon Studios commercial. www.ScoopNGrind.com

Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This product has a major weakness: Instead of solving a problem, it may actually create one. That's because it appears to be too small for most jobs. The commercial shows a lot of dessert toppings, and that's probably the only practical use for this thing. Otherwise, it seems you'd be better off with a regular grinder. The scoop feature is also less than spectacular. I can't think of many occasions where it would be useful, and there appears to be no way to measure the scoop.  Next, many of the demos look awkward because the "pour" function doesn't work well, forcing the user to spoon things out of the scoop. Lastly, the product is battery powered, which translates to "underpowered" for people who are paying attention.

5. PAMPERED TOES ($14.99) is a gel pack that slips over your toes. Made for women who wear uncomfortable shoes all day, it's supposed to create a therapeutic stretch that "soothes and revitalizes tortured toes." The offer is for one set. The bonus is a free Ped Egg (just pay S&H). This is a Telebrands product and a Concepts commercial. www.PamperedToes.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This product faces one major hurdle that can take it either way: credibility. Will women believe that wearing this on their feet can cure what ails them? If they do, it will be a hit. If they don't, it will fail. The value proposition is also a little weak -- $15 seems like a lot for this -- but the Ped Egg bonus will certainly help. It is America's hottest DRTV item.

6. TITAN PEELER ($14.99) is a high-end peeler that also slices and grates. The main claim: "Dual action blades ... peel and slice in an upward motion as well as downwards, making it twice as fast as ordinary peelers that only work in one direction." The peeler is 100% stainless steel. The bonuses are a julienne blade set, a slicing board that converts the peeler into a mandolin slicer, a Garnishing Guide and a lifetime warranty on the blades. This is a TriStar product. www.TitanPeeler.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: This seems like it might be an interesting product, but I'm still not quite sure how it works or what it can do. That could be a shortcoming in the commercial or the product (or me, I guess). Either the commercial isn't clear, or the product does too much for short-form DRTV. Another weakness, and this is a product issue, is that it doesn't solve a real problem. It's just cool.

7. PET SALAD ($10) is a kit for growing organic wheat grass for pets. You grow it, and your pets eat it. The pitch: "The healthy treat your pets will actually love." Also claims to remove hairballs and cure bad breath. The kit includes a bowl, mesh net, a special type of soil called "millennium soil" and the seeds. The offer is for two kits. The bonus is two more kits for a total of four. This is a Telebrands product. www.PetSalad.com
Product (D7) Score: 4 out of 7*
Commercial Rating: OK**
Comments: I really have no idea how to evaluate this product. The notion of growing wheat grass for pets is bizarre -- too bizarre to appeal to the mass market, in my opinion. Wheat grass itself is a niche product for health nuts. I also think the product doesn't solve a real problem. Are pet owners really concerned about pets not getting their RDA of vegetables? Last, it lacks credibility. True or not, it's hard to believe dogs will be chowing down on wheat grass. Cats even less so -- unless there's catnip in there!

Sources: “New Spots for Week Ending 8/8/08,” IMS (7); "Vol. XVII, No. 40-B for 8/8/08,” Jordan Whitney (3); “New Spots for Week Ending 8/15/08,” IMS (1, 5-6); "Vol. XVII, No. 41-B for 8/15/08,” Jordan Whitney (2, 4, 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: Shake and Sparkle, Vidalia Slice-It and Gorilla Mop

I'm traveling abroad this week, so I'm off my usual schedule. However, I did find time to review three new items.

1. SHAKE AND SPARKLE ($9.99) is a jewelry cleaning solution. It consists of a jar with a cushion inside that's filled with a chemical fluid. You put your jewelry inside, screw on the lid and then shake the jar. The pitch: "The fast, easy and safe way to super-shine your rings, necklaces and bracelets until they sparkle like new." The offer is buy one, get one free (just pay S&H). This is a Telebrands product. www.ShakeAndSparkle.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This is a simple and affordable solution to a common problem. On the other hand, there are many solutions to this problem already on the market, up to and including inexpensive ultrasonic cleaners. Plus, dull jewelry isn't a pressing, everyday problem. So it's really a toss up as to whether this product will sell.

2. VIDALIA SLICE-IT ($19.95) is a kitchen slicer. It consists of a rectangular container with a 'plunger' cover that forces food through a set of blades. The pitch: It's the "fastest, easiest and safest way to slice vegetables, fruits, meats and cheeses." The offer includes a storage container and a cleaning tool. The bonuses are a set of thin slicing blades and a set of wedging blades, free (just pay P&H). This is a National Express product pitched by Billy Mays. www.BuySliceIt.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: I see only one problem with this product: It is yet another slicer/dicer. How many of these gadgets will people buy? This is also the fourth product in the Vidalia line, which started with the hit Chop Wizard and grew to include two less successful items: the Chop It and the Slice Wizard. When it comes to line extensions, the odds of success seem to decrease the further along you go. That said, this product is much more interesting than its two predecessors.

3. GORILLA MOP ($29.95) is a self-wringing mop made of PVA strips. The pitch: It's "the best and the last mop you'll ever need " because it's "so strong and absorbent , it cleans virtually any surface and dries it at the same time." The offer is buy one, get one free (just pay S&H). Includes a lifetime guarantee. This is a Telebrands product pitched by Andrew "Mr. Mop" Bernard. www.GorillaMop.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: This item reminds me of a 1990s infomercial hit: the Smart Mop. It has the same self-wringing feature and super-absorbent properties. However, this version has two major weaknesses. One, it's about $10 too expensive for short-form DRTV. Two, it's made of a material with which most people are unfamiliar (PVA), and the commercial does not adequately explain the material or give viewers a "reason why" it's desirable.

Sources: “New Spots for Week Ending 8/1/08,” IMS (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.