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.

New This Week: Iron Gym, Shoes Under, Perfect Patty and more

Now is one of the best times of the year to test DRTV items. That's because it's a "goldilocks" media environment: both media rates and response levels are just right. Not too high and not too low. So if an item tests well now, you know it's for real. Perhaps that's why I'm noticing a consistent run of solid products from experienced players. Here are a few more examples.

1. IRON GYM ($29.99) is a multi-functional exercise bar. It can be used to do pull-ups, sit-ups, push-ups and dips. As a pull-up bar, it uses friction to lock onto a doorframe, so there's no installation required. The pitch: "It turns any door into your own personal gym in just seconds." The offer includes a workout guide. The bonus is a pair of hanging ab straps. This is an Ontel product and a LoudMouth TV commercial. www.BuyIronGym.com

Product (D7) Score: 6 out of 7*
Commercial Rating: Good/Excellent**
Comments: This product taps into a short-form trend started by BodyRev: fitness items specifically targeted toward younger men. Like BodyRev's products, this item is priced high for TV. But price doesn't seem to matter as much to this new DRTV demographic, as evidenced by the staggering success of Perfect Pushup (it was the only short-form DRTV item of 2007 that made it onto both annual charts). The commercial also follows a newer formula, forgoing some of the  Tried & True DRTV Techniques in favor of "amping up" its audience with lots of ripped muscles and tough-guy talk. LoudMouth TV's Annika Kielland is one of the best in the business when it comes to this format. I've admired some of her earlier work, and she does an excellent job here again.

2. SHOES UNDER ($9.99) is a shoe organizer and storage solution. It's designed like a dresser drawer with a clear cover that zippers closed, and it has 12 compartments. The pitch: "Keeps 12 pairs of shoes neatly separated, so its easy to find just the right shoes when you need them." The offer is buy one, get one free (just pay separate S&H). This is a TeleBrands product. www.ShoesUnder.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This is a practical problem solver with a lot of DRTV potential. Historically, this has been a good category for TV. TeleBrands should know: It practically pioneered the category with its Shoes Away product in the 1990s. Today, shoe organizers abound, and that's the only problem I can see with this product: It's entering a crowded category. As for the commercial, it utilizes many of the DRTV techniques and flows well from start to finish. Missing are a good value comparison and a strong satisfaction guarantee, two things that are easy to include and too often overlooked. I would also liked to have seen a contrast with other shoe storage solutions, since this is the main challenge the product faces. However, the offer presents a great value, and that might be more than enough to make this a hit.

3. PERFECT PATTY ($19.99) is a device for making hamburger patties. You put chopped meat into a cylinder, press down with a plunger, insert a divider and repeat until the cylinder is loaded with patties. The pitch: "Just load, press and [it] does the rest. Your hands never touch the meat." The offer includes a set of dividers and an airtight lid for storing the patties in the freezer or a cooler. The bonuses are a measuring scoop, a recipe guide and a smaller version for making mini hamburgers. This is an Eagle Eye product and a Miller Direct commercial. www.PerfectPatty.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: It's awfully late in the grilling season to be introducing this product. Perhaps the marketer is just looking for a read, and plans to reintroduce the item next summer. If that's the plan, and I hope it is, the item has a good shot at working. Besides its seasonality, it has only one real weakness: It doesn't solve a painful problem. Making hamburger patties is a minor inconvenience, and you can buy great hamburger patties pre-made at the supermarket. As for the commercial, it hits all the right points and uses most of the proven DRTV techniques. Miller Direct did solid work again.

4. STEP 'N SHINE (2 pay, $19.99) is a floor mat that illuminates when you step on it. It also sends a wireless signal to additional wireless "puck" lights up to 100 feet away. Stepping again turns the lights off. The pitch: "No wires, no cords and no clapping." The offer includes the Activator Mat, two wireless lights and two light hooks. The bonus is a third light and hook free (just pay S&H). www.StepNShine.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: Cut the price in half and go back in time a few years, and this item would be a major hit. But today, at twice the recommended price for a short-form DRTV item, this product doesn't have a chance. That's because the wireless lighting category is saturated with solutions that have been all over DRTV. And I do mean saturated: Of the top five players in the short-form DRTV industry, four have successful lighting solutions on the market! (In case you're wondering, the product names are Handy Switch, Stick Up Bulb, Stick 'N Click and Quik-Brite.) This innovative product tops them all, but it won't matter. "Better than" products seldom work on DRTV. Being perceived as new and unique is much more important. Just ask the half dozen companies who have tried and failed to market wireless lighting solutions since the big boys launched theirs. As for the commercial, it's well produced, easy to understand and makes good use of testimonials. With the exception of the price, the offer is also strong.

5. ECO CANTEEN ($9.99) is a stainless steel water bottle. The pitch: “Save money, save the environment and protect your family’s health” by filling this with tap water instead of buying bottled water. The pitch: Plastic bottles can "leach toxins into the water your drink," and 80% are "never recycled ... lasting over 700 years in landfills." The offer is for one 26-oz bottle. The bonus is a tote that goes over the bottle and keeps beverages cold (just pay P&H). www.EcoCanteen.com

Product (D7) Score: 4 out of 7*
Commercial Rating: OK**
Comments: This product isn't unique or right for the mass market, and it doesn't solve a perceived problem. Most people are more than happy with their bottled water, as evidenced by the continued strong sales in the category. As for the commercial, it misses many of the DRTV techniques and starts off with two problems that aren't going to resonate with most viewers. Toxic water bottles? Far fetched and, as the saying goes, "prevention doesn't sell." Saving the environment from discarded bottles? As I explained in an earlier post on "green" marketing, studies show most consumers aren't motivated by environmental concerns. That said, the commercial isn't bad. There just wasn't a lot to work with here.

 

Sources: “New Spots for Week Ending 9/5/08,” IMS (2); "Vol. XVII, No. 44-B for 9/5/08,” Jordan Whitney (1, 5); "Vol. XVII, No. 45-B for 9/12/08,” 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.

New This Week: Sticky Swat, Gator Grip, Point 'N Paint and more

It's not unusual to see "new" TV products that are inspired by hits from the past. Many people subscribe to the "old is gold" school of thought and look for ways to bring back products that have worked before. But second-time success is by no means guaranteed. Indeed, of the five products I analyzed this week, four appear to have been inspired by previous DRTV items (every one but the first one). Yet only one (#2) has the potential to become a hit in my opinion.

1. STICKY SWAT ($19.95) is a device for trapping and disposing of bugs. It looks like a fly swatter, but the swatter part hinges open to reveal a sticky compartment that grabs the bug. It's also spring-loaded, so it shuts with the flick of a wrist. The offer includes six sticky traps (fly papers). The bonus is 18 more for a total of 24 traps. This is a MasterCore Technologies product. www.StickySwat.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good/Excellent**
Comments: It's awfully late in the season for this item to be testing on TV, but in season I think it could be a winner. Part of the reason is the commercial, which is very well done. It has a high-quality, brand feel yet seamlessly integrates the T&T techniques. My only criticism is the offer, which seems weak.   

2. GATOR GRIP SUPER G ($19.95) is a universal socket with a ratcheting handle. The pitch: "Retractable steel rods" inside the socket "self-adjust to fit any size fastener, then hold on tight while the powerful ratchet action does the hard work for you." The bonus is an adapter that converts the tool to a ratcheting screwdriver, plus four screwdriver bits. This is a National Express product. No URL

Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This is an old item trying to make a comeback. It was a hit in the 1990s, and a bonus for a hit (IdeaVillage's Grip Wrench) in the early part of this decade. The original came with a traditional ratchet while the new "Super G" is permanently attached to an innovative and ergonomically designed ratcheting handle. I think the upgrade was necessary to increase the perceived value of the product. However, the offer is still fairly weak in my opinion. If the campaign doesn't work, a bigger offer with some better bonus items should be tested. As for the commercial, it hits almost all of the DRTV techniques. The only thing I didn't notice was a strong value comparison.

3. BACK BOOSTER ($19.95) is a back-support pillow. The main claim: It's "the ultimate in portable lumber support that can offer relief from backaches when sitting." The offer includes a nylon storage bag. The bonus is a second one free (just pay S&P). This is a Greenberg Chiropractic product invented/pitched by chiropractor Jonathan Greenberg. www.BackBooster.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: This product isn't unique, exciting or credible (despite the chiropractor endorsement). Similar solutions have been around for years, long enough for people to know they are limited in their effectiveness. Even if the item were new, it would struggle on DRTV because it isn't demonstrable. Ontel's Seat Solution is perhaps the closest a similar item has come to DRTV success. As for the commercial, it makes good use of testimonials, but feels slow and sleepy.

4. POINT 'N PAINT ($19.99) is a triangular painting tool. The pitch: You can "paint a room in under an hour" because it makes edging easier, "holds five times the paint of a roller and has eight times the painting surface of a brush." It also features a screw-in pole for reaching ceilings. The offer includes the pole and a special paint tray. The bonuses are a mini-version called the "Mini Edger" and replacement pads for life (just pay S&H). This is an Adcomm commercial featuring Anthony Sullivan. www.PointNPaint.com
Product (D7) Score: 4 out of 7*
Commercial Rating: Good**
Comments: This product's design resembles Ontel's Glass Wizard. And while that design may be good for cleaning glass, I have trouble believing it could be used for painting. I get that its triangular tip is probably useful for edging (although an edger is included as a bonus), but I don't get how smearing paint on a wall is better than rolling it on or brushing it on. Looking at the product on TV, I also think the claim that its pad can hold five times the paint of a roller, or cover eight times the surface of a brush, isn't very believable. As for the commercial, there's a lot of solid demos in it reminiscent of the early 1990s hit EdgeMaster. The difference is that the EdgeMaster was more believable and focused narrowly on the edging problem, which is where the true pain of painting lies.

5. RAYOVAC PULL LIGHT ($24.95) is an LED flashlight that can be charged manually using a cord that comes out of the handle. The pitch: "Just pull and you get instant light every time." It's also rechargeable the traditional way with a flip-down plug, and it can be set to go on automatically when the power goes out, or to turn on at dusk and off at dawn. The bonus is an LED keychain light. This is an ARM product. www.PullFlashlight.com
Product (D7) Score: 4 out of 7*
Commercial Rating: Good**
Comments: The market has been inundated with self-charging flashlights since the success of the Everlife/Faraday Flashlight in 2005 (No. 7 on the Jordan Whitney annual chart for that year). Three years later, it's still too soon for a flashlight like this to be successful on TV again. That's because it doesn't feel new and exciting anymore, and that was a critical part of that product's success. (ARM, formerly DTR, was behind the Everlife Flashlight as well.) Without that quality, you have a preventative product that solves a minor and infrequent problem. Oh, and this product is $5 too expensive for DRTV.

Sources: “New Spots for Week Ending 8/29/08,” IMS (1); "Vol. XVII, No. 43-B for 8/29/08,” 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.