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.
