New This Week: HD Vision Ultras, Go Wallet, Zip Stik and Polar Delight

I reviewed four products this week, and it wasn't a bad week in the sense that no product received less than five out of seven on the D7 scale. However, such ratings can be deceiving. As I've explained before, certain shortcomings are worse than others. You can sometimes get by with questionable uniqueness or a lack of credibility. These are highly subjective criteria, after all. But if your product doesn't solve a problem, target a big enough market or cost less than $20, you are very likely to fail. For this reason, perhaps the D7 should be weighted. Then again, the system is really just for the purpose of thinking things through and increasing the odds of success. In any case, too many products in this week's report have what I consider fatal flaws.

1. HD VISION ULTRAS ($19.99) are sunglasses with special lenses. The pitch: They "reduce glare and increase color and clarity." This is an IdeaVillage product under the HD Vision brand, and a Morgan James commercial. www.GetHDVision.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This product is an updated version of the original HD Vision sunglasses, of which millions were sold in 2002. It was also No. 25 on the Jordan Whitney annual chart that year. This 'new and improved' version represents a reverse line extension of sorts. That's because earlier this year, IdeaVillage launched HD Vision Wraparounds, a version of HD Vision sunglasses that fits over prescription glasses. Now the company is going back and reintroducing the product that started it all. I think the strategy makes a lot of sense, especially at retail.
(Full disclosure: I consulted on both projects.)

2. GO WALLET ($19.95) is a slim nylon wallet that attaches to a shoe's laces. It was originally used by runners to carry their valuables. The pitch: "Designed for those times when you don't want to lug a bulky wallet around." The offer is for two wallets, one in Jet Black and one in Midnight Blue. Then they double the offer to four wallets and also include four ID cards. The bonus is an eBook titled, "Mission Abdominals." This is an Incredible Discoveries product. www.BuyGoWallet.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: It appears the success of the Slim Clip has renewed interest in the wallet category. But this remains a tough category for DRTV. Prior to Slim Clip, you'd have to go all the way back to the Magic Wallet to find a hit. There are several good reasons for that, and they all apply here. For one, wallets are a commodity category chock-full of every variation you can imagine. This includes runners' wallets, which is essentially what this is. Two, it's hard to get excited about a wallet in a "gotta have it" way, unless there is something really unique about it. The Magic Wallet performed a magic trick (click here to see it). The Slim Clip is the first double-sided money clip, so it can hold bills on one side and credit cards on the other. This wallet attaches to your shoe. That's useful too, I guess -- but only if you have a need for it. Which leads me to the biggest problem with this particular product: Its best market is a niche market, and DRTV is the wrong tool for reaching that market. On a separate note, the offer in this commercial makes no sense. I'm not sure why anyone would want four of these wallets, and giving away so many only serves to cheapen the product. Meanwhile, the bonus eBook comes out of left field and is barely explained. Because the offer is so important in a DRTV commercial, and this offer is ill-conceived, I had to take the rating down from "good" to "OK." (Full disclosure: I worked on the Slim Clip campaign.)

3. ZIP STIK ($14.95) is a metal yard stick that folds up. The pitch: It's "rigid enough for the shop, yet flexible enough for the home." It's also "five tools in one." Among other things, it can be used as a protractor/T-square, a level and has built-in calipers to lock in measurements. Plus, its tip is magnetized to pick up dropped nails, screws or bolts. This is a FitnessQuest product presented by the inventor, Curtis Taylor. www.4ZipStik.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This product is well thought out and cleverly designed. The problem is the designer(s) may have gone too far. If you read this blog often, you know I'm not a fan of "Swiss Army knife" approaches -- that is, trying to make a product do too many things. DRTV products must be easy to explain because you have little more than one minute to do so, and you're even supposed to repeat your key selling points a few times. The many features of this item are lost in such a short format, and a few seem forced as well (a level?). Better to focus on the core, unique feature of this product, which is the "rigid yet flexible" attribute. It may not address a big enough problem, but tacking on a bunch of additional features doesn't help. It dilutes. If this commercial doesn't test well, I would take a "less is more" approach, re-edit and try again.

4. POLAR DELIGHT (Free Trial) is a gourmet dessert maker. The pitch: "Make over 50 gourmet desserts in under 15 minutes with virtually no mess." Some of the recipes include flan, crème brûlèe and tiramisu. It also makes homemade ice cream. The offer is for a free 14-day trial (just pay $14.95 S&H). The unit comes with a lithium battery and charger, 12 packets of flavor dessert mix (190 servings), a recipe book and a decorating guide. www.PolarDelight.com

Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This product doesn't solve a problem, and its ultimate price is way above what your average DRTV buyer is willing to pay (four payments of $19.95). I don't think the free trial will alleviate that problem. Moreover, I think this product is being marketed at a very bad time. In this economy, few people are going to splurge on an $80 gourmet dessert maker. It just seems frivolous when people are at risk of losing their homes and their jobs. They try to make a "save money" pitch, but it falls flat. No one is thinking, "What a great way to save on those fancy Italian and French desserts my family needs."

Sources: “New Spots for Week Ending 12/12/08,” IMS (1); "Vol. XVIII, No. 8-B for 12/12/08,” 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.

Exceptions to the Rules

A recent email exchange made me recall one of my favorite Al Ries quotes:

“[In advertising] you can always find at least one exception to every rule. You have a choice. You can either live by the rules and accept the possibility that you might miss an opportunity because you didn’t break the rules. Or you can live a life of anarchy.”

I think about this quote every time I get into a debate about the fundamentals of DRTV, which happens often. Since I usually base my critiques on such well-founded principles as the Divine Seven and the T&T DRTV Techniques, people are often forced to attack the principles (aka rules) themselves.

Of course, as Mr. Ries so eloquently put it, you can always find an exception to every rule. But banking on those exceptions is a sure way to go bankrupt.

New This Week: Purse Partner, Hook 'N Hang

Slim pickings this week. I saw quite a few re-tests but very few new spots worth blogging about. That's a mistake on the part of the industry. Now is the time for testing. The media environment is still great, but it's about to contract for a few weeks because of the holidays. Then, right after Christmas, media rates are going to drop like the stock market in November -- and media avails are going to skyrocket. Those who have winners ready to roll out are going to be the major beneficiaries of this "perfect storm," the likes of which we haven't seen in five years. Those who are unprepared to roll out, because they haven't pre-planned and pre-tested, are going to miss out big.

Some DRTV marketers are probably thinking they can test in January and still have time to take advantage of the first quarter bonanza. But there are two significant problems with testing in a crazy environment like the one we're about to experience. One, the early weeks are often so good that you leave millions of dollars on the table for every week you aren't prepared to spend big. Two, you get a distorted read that can cause "irrational exuberance" (to use another Wall Street analogy). Sales projections start to get crazy when media results look that good, leading to big bets on inventory. Then media contracts, response returns to a more realistic level and you're left with a factory or warehouse full of product. This is a risk even in rollout, but it's compounded when you're ordering off mere test results.

Bottom line: If you aren't testing now, it's already too late to maximize first quarter. So be cool and be cautious as we enter next year. It's still going to be a great time for the DRTV industry, even for the unprepared.

1. PURSE PARTNER ($19.95) is a hook for hanging a purse, so you don't have to lay it on the floor. The pitch: "Hang your purse almost anywhere." That includes tables, chairs, the back of a car seat or the door of a bathroom stall. The offer includes two hooks, one in "pearl white" and one in "crystal clear." Each one comes with its own drawstring satin bag. The bonus is two Clutch Partners, which are smaller versions made for clutch purses. This is an Einstein Laboratories (ELI) product pitched by Forbes Riley. www.PursePartner.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good/Excellent**
Comments: This product [concept] has already been tried on DRTV. In September 2007, Telebrands tested a $10 version under the name Hollywood Purse Hook. (Or is it Pocketbook Hook? The online spot calls it a different name.) Apparently, the commercial failed. Back then I gave the item a six out of seven. I thought it had two flaws. It solves "a problem to which most women can relate, but is it painful enough?" I wondered. "Or have women discovered a good enough solution already?" I also thought the value perception was weak. "It looks like a good bonus item to me," I wrote. Still, at $10 for two (one is even plated in 24-karat gold) with stud earrings thrown in, I thought the Telebrands offer could work. This offer is twice as much for a lower-quality product. There are things to like about their product and their approach, though. For one thing, their bonus is more relevant to the product and may actually have a higher perceived value than the “Daimondion” (read "fake diamond") earrings that came with the Hollywood Purse Hook. More to the point, this commercial is better than its predecessor. The pitch is well thought out and carefully crafted to appeal to women. For example, it shows how the hook solves the problem of a purse falling off a car seat and spilling when the driver hits the brakes. (It hooks to the head rest.) Even better, it shows how the hook can be used in a public restroom -- not only to keep a purse off a nasty floor, but also to keep a stall door closed. There's even an "occupied" sign that goes on the side that faces out. Clever! But clever enough? Not if the past is any guide.

2. HOOK 'N HANG ($14.99) is a space-saving hanger. Each one holds up to 12 garments and folds down to save space. There are also smaller hooks down the front of the hanger for belts, handbags and neckties. The main claim: It gives you "10 times more closet space in seconds." The offer includes three hangers. The bonus is two sticky lint rollers, a regular size and a travel size. www.TryHookNHang.com
Product (D7) Score: 4 out of 7*
Commercial Rating: Good**
Comments: This is another item that has already been tried. There's a twist, though, because this is a "blast from the past" item as well. As I explained in this post (see item #5), the original version of this product was called the Magic Hanger. The marketer: Telebrands, once again. (Even the bonus for this product is an old Telebrands hit.) In October of this year, Hampton Direct brought back the Magic Hanger concept under the name Wonder Hanger. Now comes this product, which is a better version of the Magic Hanger/Wonder Hanger idea. That's because it holds more than twice the number of garments per hanger, has the smaller hooks down the front and is more durably built. However, there is little reason to believe it will succeed. I checked the charts, and the Wonder Hanger just appeared for the first time on the Jordan Whitney at No. 49. On the IMS chart, it is nowhere to be found. Little "wonder": Even Telebrands tried and failed to revive this concept. In the summer of 2007, the company launched Tap 'N Turn, which it later renamed Closet Doubler. Despite having what I thought was a superior, more versatile design than the original Magic Hanger, the item failed to gain traction. One reason these items struggle is because of the weight issue. Although these products have the slots for multiple garments, that doesn't mean they (or your closet bar) can support the weight. This commercial does a good job of trying to overcome that barrier -- for once, someone did the "hanging weight demo" correctly -- but I don't think it will be enough. As far as I can tell, the only time this item has been successful was in the late 80s, when Telebrands is said to have sold 40 million units.

Sources: “New Spots for Week Ending 12/5/08,” 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.

To Fix a CPO, Check Your C.P.O.

One of the most common questions I'm asked is, "Do you think this commercial is fixable?" In other words, the DRTV marketer has already tested his spot, and the CPO that came back wasn't good. He wants to know what I think the problem is, how bad it is, and whether I have ever seen a campaign with that CPO go on to success.

Indeed, many people don't enlist my services until they have come to this point, which gives me the unenviable job of having to fix a bomb or near-bomb in order to impress the client. Well, I am not a miracle worker. Like other experts in the industry, I go through a mental checklist of what I have seen  impact a CPO.

It's a fairly quick process because the list is short. In fact, anyone can learn it and remember it. That's because there are only three items on the list, and it just so happens that they form the acronym C.P.O.

C - Clarity. I rarely come across this problem when I review a commercial from an established player. But I see it all the time when I work with novices. That's because few people outside the industry know and follow the DRTV principles, such as those found on my list of Tried & True DRTV Techniques. While each of the principles has a different purpose, together they produce a commercial that is crystal clear. The viewer comes away knowing exactly what the product is, what it does and why she needs it. Novices tend to produce commercials that have the opposite effect, and this is the No. 1 reason why their commercials fail. Of course, even the experts can run into this problem when they choose an item that isn't easy to explain in short form, which is why I made that criterion No. 5 on my product selection checklist.

P - Positioning. This is a broad term that can mean different things. I use the purest definition of the term, as it was explained by the two men who introduced it to the advertising world in the 1970s. In their seminal work, Positioning: The Battle for Your Mind, Al Ries and Jack Trout write, "Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect." In DRTV, the positioning process begins with the opening of the commercial. If you don't immediately stake out a compelling position in the mind of the viewer, you lose. The good news is repositioning is possible. I have seen new openings dramatically improve a CPO. I have even seen larger positioning problems, such as those requiring a complete rethinking of the pitch, turn out well. For example, I was once asked to review a commercial for a man's tool that was incorrectly pitched as a woman's craft item. We repositioned the product, and the CPO moved into a workable range.

O - Offer. I recently asked a favorite DRTV guru, someone with almost 30 years of experience, to give me his list of things he had seen improve a CPO. He chuckled and told me there was only one item on his list -- the offer. There's a lot of wisdom in that answer, particularly for marketers with enough experience to avoid clarity and positioning mistakes. Countless times, I have watched marketers waste their time on expensive creative changes, only to end up with the same or similar results. If you only need to take a few dollars off a CPO, by all means invest in creative changes (but make sure they're changes that count). However, if you need to cut a CPO in half, the quickest way is to test a new price point or a new bonus. Nine times out of 10, a better offer delivers a better CPO. How much better, however, is anyone's guess.

Of course, all of the above assumes there isn't an obvious problem with the campaign's back-end metrics. If you're considering using the C.P.O. process, make sure to benchmark your phone and Web conversion rates against industry norms first. This will ensure a weak vendor isn't your real problem.

New This Week: Sili Strong, Return If Found, Touch 'N Bond and more

Not much to love this week. Although I reviewed seven commercials, I generally found the products to be mediocre and the commercials to be just OK. What's more interesting this week is the trend I see developing in the industry. Because of the great market conditions for DRTV (consumers looking for value, cheap and plentiful media), the major players are resurrecting any past hits they think have even a halfway decent shot at success. This is a smart strategy. Next year is going to be an excellent year for DRTV, the likes of which we haven't seen since 2002-2003. In addition to testing any new items that can be found, it makes sense to take a shot with old items as well. The risks are small compared with the rewards.

1. SILI STRONG ($19.99) is non-stick bakeware made of silicone. The pitch: "Foods never stick, so you never scrub." It also has a "strong outer frame," so it won't flex and spill. The offer includes two pans, one with holes and one without. The bonus is ceramic peeler and mandolin set (just pay P&H). This is a Harvest Direct product pitched by Cathy Mitchell. www.SiliStrong.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This product is saddled with a "sili" brand name that could hurt results. It's rare, but I've seen it before. Otherwise, the product has some potential. I know it has done well on the live shopping channels. The flaws I see: It's not very unique, and it doesn't solve a pressing problem. Silicone bakeware is widely available at retail, and most people get by fine with their regular bakeware and some tinfoil. Indeed, this sub-category may be filled with solutions in search of a problem. As for the commercial, it does its job and hits most of the techniques. Cathy Mitchell was also an excellent choice for spokesperson. I think she's the best in this category.

2. RETURN IF FOUND ($19.95) is a lost item recovery system. It features adhesive tags with a unique serial number you register online. Each tag also has an 800 number and Web address. When someone finds your lost item, they call the number or visit the Web site, and you are notified without having to reveal your personal information. The pitch: "Label it before you lose it." The offer includes 57 labels in all different sizes. The bonus is three key tags and four luggage tags. www.ReturnIfFound.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This is an old idea with a modern twist. Interestingly, I don't believe anyone has ever tried it on DRTV. There are quite a few things to like about it as a DRTV item. It has mass appeal. It solves a common and painful problem (losing expensive items). And it represents a great value vs. the cost of replacing these items. However, it also has several weaknesses. Technology-related items, in general, do not fare well on DRTV because of the older demographic that buys from TV. Also, many expensive electronics come with inexpensive insurance these days. (For example, my wife just lost her Blackberry Pearl and her insurance company sent her a replacement.) But perhaps the biggest weakness: This is a prevention product, and one of the laws of advertising is "prevention doesn't sell." As for the commercial, it is well produced and employs many of the DRTV techniques.

3. TOUCH 'N BOND ($24.95) is a liquid bonding agent for fabrics. The pitch: "Easily mend rips and tears in any fabric in just seconds." The offer is buy one, get one free. The bonus is a 101 Uses booklet. This product is from International Home Shopping, a division of Ohio-based Suarez Corporation Industries. www.TouchNBondTV.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Poor**
Comments: This is a competitor to Mighty Mendit and LiquiSew, which represent two dominant forces in the marketplace. If there's a DRTV market for this product, these two players will own it. I don't know if this product came before or after its competitors, but it's irrelevant now. This was a bad time for them to try to launch a DRTV campaign. This product is also more expensive than the competition, and $5 too expensive for DRTV.  As for the commercial, it was obviously put together by a DRTV novice. The execution is clumsy, and few of the tried-and-true techniques are employed.

4. GPS PAL ($10) is a GPS holder that looks like a coffee mug and fits in a cup holder. The pitch: It's the "perfect companion for your GPS." The offer is buy one, get one free (just pay S&H). The bonus is a Dual Car Power Outlet. This is a Telebrands product pitched by Anthony Sullivan, and a Sullivan Productions commercial. www.BuyGPSPal.com
Product (D7) Score: 4 out of 7*
Commercial Rating: Good**
Comments: This is an interesting product to attempt on DRTV. The assumption behind this campaign is that there are enough older people (the bulk of DRTV buyers) out there who use an after-market GPS to sustain a DRTV campaign. In my opinion, that's slicing the market too thin. I've already blogged extensively about older people and technology, and many people have GPS systems built into their cars. Moreover, this product does not solve a painful enough problem. If suction holders fall off your window, there are other options on the market (e.g. this Garmin Dashboard Mount). It may even create a problem for people with center-console cup holders because now they will have to take their eyes of the road to look at their GPS. That said, there are several things to like about the product. It's a simple and practical solution to common GPS annoyances. It's also a great value. As for the commercial, it's what I've come to expect from the Sullivan team: Quality production and inventive application of proven DRTV techniques.

5. SALON SHAPER ($10) is an at-home manicure system. It's a cordless, pen-shaped device with a motor that spins one of several filing attachments. The pitch: "Gives you professional-looking manicures at home without paying up to $50 for a salon visit." The offer includes the device and five attachments: an Emory Head, a Diamond Cone, a Grinding Cone, a Small Grinding Cone and a Soft Felt Cone. The bonus is a satin travel bag. Then they double the entire offer (just pay S&H). This is a Telebrands product and a Concepts TV commercial. www.SalonShaper.com
Product (D7) Score: 4 out of 7*
Commercial Rating: Good**
Comments: This is a "blast from the past" product. It was a Telebrands hit in 2001, coming in at No. 31 on the Jordan Whitney Top 100 that year. But will it be an "old is gold" product? I have my doubts. First, this item was much more unique when it first came out. Today, similar products are on the shelf at retail for value prices. For instance, Wal-Mart has a Homedics 15-piece rechargeable tool for $19.98. Second, I'm not certain this product solves a pressing problem anymore. Nail salons are everywhere, and the price for a basic manicure has come way down. Third, and this didn't seem to matter in 2001, this item is hard to explain in a minute and 30 seconds. This is going to be a problem with any item that has multiple attachments. Concepts did an admirable job, but there's no way to describe everything adequately and avoid having the spot feel rushed.

6. EUROSEALER ($9.99) is a handheld heat sealer. The pitch: "Creates air-tight seals in seconds." The offer is for one sealer. The bonus is a second sealer (just pay S&H). This is a TriStar product. www.BuyEurosealer.com (inactive link)

Product (D7) Score: 4 out of 7*
Commercial Rating: Good**
Comments: This is another "blast from the past" product. It was a major Tristar hit in 1998, coming it at No. 8 on the Jordan Whitney Top 50 that year. However, it seems we already have the answer to the question of whether this will be another "old is gold" success story. The Web site is already inactive, meaning it did not do well. I have a few ideas as to why. The biggest one: Since 1998, the market for sealers has exploded with options of all shapes, sizes and prices. A few years back, Tilia opened the flood gates with the success of its FoodSaver line. Since then, many have tried to capture a share of this market, and many have failed. This product also faces competition from DRTV products outside its category, such as Debbie Meyer Green Bags. That's because the pitch is essentially the same: "Use this to keep things fresh." A different problem with this product is the difficulty explaining how it works in a credible way. Here again, Tilia may be to blame. They've educated people about what it takes to create a quality sealer. These days, it's harder to believe something as small as this product can do the job right. As for the commercial, it borders on excellence. All the DRTV techniques are employed to great effect. The only weakness in the spot: It needs to be updated. That old "wah-wah-wah" DRTV sound effect comes across as super-cheesy today.

7. PERFECT PLATTER ($24.95) is a serving platter with a liner of hot/cold packs. You can microwave the packs for hot food or freeze the packs for cold food. The pitch: "Keeps food at the perfect temperature for up to 8 hours." The offer includes the tray with insulated liner and four hot/cold packs. The bonus is a flat tray top, silicone oven mitts and a six-piece pizza plate set. This is a BDA product. www.BuyPerfectPlatter.com

Product (D7) Score: 4 out of 7*
Commercial Rating: OK**
Comments: This product is a tough sell on DRTV. Although it has everyday applications, it's best used for special occasions, which means it will only appeal to people who like to entertain. It's also expensive for DRTV. They do build the offer with several bonuses, but they'd be better off saving the money and going two for $20 if possible. As for the commercial, it hits the right notes but it feels slow and doesn't flow logically.

Sources: “New Spots for Week Ending 11/28/08,” IMS (1, 4, 7); "Vol. XVIII, No. 6-B for 11/28/08,” Jordan Whitney (2-3, 5-6)

* 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.