Weekly Round-Up

Recent spots that didn't get a full review.

1. U-GLU
Description: Industrial strength adhesive you apply like tape
Main Pitch: "Creates a permanent bond to any surface instantly"
Main Offer: $10 for a 75-piece kit
Bonus: Buy one get one free plus two Power Patches (just pay separate S&H)
Marketer: TV Goods/78TVInfo
Producer: Procko Productions
Website: www.BuyUGlu.com
Product (D7) Score: 6 out of 7 (?)
Quick Comment: Its only weakness is in the uniqueness category. Mighty Putty and Mighty Mendit may have taken its market -- even though it is different.

2. MAX GRIP DASH TRAY
Description: Plastic tray that adheres to your dashboard and holds your phone, sunglasses, etc.
Main Pitch: "The dashboard organizer that keeps everything you need right at your fingertips"
Main Offer: $10 for tone
Bonus: Second one free plus a crank-powered flashlight (just pay S&H)
Starring: The late, great Billy Mays
Marketer: Unknown
Producer: Unknown
Website: www.BuyDashTray.com 
Product (D7) Score: 6 out of 7 (?)
Quick Comment: The score is deceiving. I don't think this solves a big enough problem to roll out. Sorry, Billy. Rest in peace.

3. DREAMIE
Description: A cocoon-like sheet with pillow pocket for home or travel
Main Pitch: "It's total body comfort from your head to your feet"
Main Offer: $19.99 for one sateen Dreamie and carrying case (natural ivory)
Bonus: Fleece version with carrying case in rich espresso (just pay separate S&H)
Marketer: Zoom TV Products
Producer: Unknown
Website: www.BuyDreamie.com 
Product (D7) Score: 6 out of 7 (?)
Quick Comment: Practical, but it doesn't solve a major problem. A luxury, not a necessity.

4. THERMAL ON
Description: Moist heat back wrap
Main Pitch: "A new path to safe, effective and affordable relief"
Main Offer: $19.99 for one
Bonus: Free pain-relief spray plus Sinus Mask (additional S&H)
Marketer: Bruder Healthcare
Producer: Unknown
Website: www.ThermalOn.com
Product (D7) Score: 6 out of 7 (?)
Quick Comment: Another deceiving score. This is a very crowded category, so the odds of DRTV success are very slim. This idea would need to be breakthrough in its uniqueness, and it is not.

5. MESH ONE
Description: Lightweight mesh folding chair
Main Pitch: "Gives you a new level of comfort and back support in a sleek, stylish design"
Main Offer: Two pay of $19.99 for one chair
Bonus: None
Marketer: Unknown
Producer: Unknown
Website: www.MeshOne.com
Product (D7) Score: 4 out of 7 (?)
Quick Comment: Not a DRTV item. It's not unique enough. It doesn't solve a real problem. And it's way too expensive.

6. MINI MAX
Description: Miniature light with two settings: beam and strobe
Main Pitch: "Small on size, but big on output ... visible from up to a half mile away"
Main Offer: $19.95 for four in multiple colors, plus an adjustable headband
Bonus: Triple the offer free
Marketer: Unknown
Producer: Unknown
Website: www.BuyMiniMax.com
Product (D7) Score: 4 out of 7 (?)
Quick Comment: This product is really for kids, which narrows the market. It won't appeal to the target demo for DRTV. And it doesn't solve a problem.

7. KNIGHT HAWK PEN
Description: Multi-function pen
Main Pitch: "The fine writing instrument that also contains a magnifying glass and LED light"
Main Offer: $19.99 for one
Bonus: Second one free
Marketer: Emson
Producer: Unknown
Website: www.KnightHawkPen.com
Product (D7) Score: 5 out of 7 (?)
Quick Comment: I've written extensively about the problems with "Swiss Army knife products." Plus, this problem/solution has been tried multiple times without great results. The closest was Telebrands' OWL.

8. FRESH HANGER
Description: A hanger cover that freshens clothes
Main Pitch: "Transforms any hanger into an odor-eliminating, money-saving tool"
Main Offer: $10 for a four-pack
Bonus: Second four-pack free (just pay P&H)
Starring: Jane DeNoble
Marketer: Ideal Home Innovations
Producer: Unknown
Website: www.BuyFreshHanger.com
Product (D7) Score: 5 out of 7 (?)
Quick Comment: Two serious flaws with this product. First and foremost, it has a credibility problem the commercial does not adequately address. It may be impossible to address it, meaning you need to try the product to believe its claim (a campaign killer). Second, it doesn't solve a painful enough problem in my opinion. People make do or use a P&G product.

9. SWITCH BLADE
Description: A stunt plane that rises like a helicopter and switches in mid-air to a supersonic jet
Main Pitch: "Revolutionary technology for two-in-one fun"
Main Offer: Two payments of $34.95
Bonus: Controller/charger, launch base and carry case
Marketer: Air Hogs/Spin Direct
Producer: Unknown
Website: www.BuySwitchBlade.com
Product (D7) Score: N/A
Quick Comment: RC toys can command a higher price point than other toys, but this price seems excessive for an impulse purchase. Otherwise, it's super cool and should be a hit.

Prepared by Lynda J. Moore.

Congratulations to Allstar

From Business Wire:

"Allstar Marketing Group LLC, led by President Scott Boilen, was awarded the Direct Response Marketing Alliance (DRMA) Marketer of the Year Award, largely due to the wildly successful Snuggie, launched in the summer of 2008. Boilen accepted the award in front of an overflow crowd at a ceremony and cocktail event Monday night at Las Vegas` Moon nightclub, located in the Palms Resort & Casino."

I attended the event, which was hosted by Response magazine's John Yarrington. Product Partners/Beach Body and Telebrands were also finalists. Other nominees included Ontel, Thane and Tristar.

It's clear from the press release that each of these companies was nominated because of a campaign that produced results:

"To date, Allstar has sold close to 2.5 million Snuggies direct to consumers, 12 million in retail and nearly 1 million online."

Now that's an award show worthy of our industry.

The ERA should take note.

Weekly Round-Up

Recent spots that didn't warrant a full review.

1. SOAP MAGIC
Description: Motion-activated dispenser for liquid soap, hand sanitizers and lotion
Main Pitch: "The soap you need without the mess or the germs"
Main Offer: $19.99 for one
Bonus: Second one free (just pay separate S&H)
Marketer: IdeaVillage
Producer: Blue Moon Studios
Website: www.GetSoapMagic.com
Product (D7) Score: 6 out of 7
Quick Comment: Does it solve a real problem?

2. SMARTER SOAP DISPENSER
Description: Motion-activated dispenser for liquid soap, hand sanitizers and lotion
Main Pitch: "The touchless way to keep germs away"
Main Offer: $19.99 for one (white or silver)
Bonus: Three suction hooks
Marketer: ResponzeTV International
Producer: Unknown
Website:www.SmartSoapDispenser.com
Product (D7) Score: 5 out of 7
Quick Comment: Same weakness as the Soap Magic, and it will be second to market against a stronger competitor.

3. MAGIC TAP
Description: Spill-proof automatic drink dispenser
Main Pitch: "Just insert it into your drink container, press and [it] does the rest"
Main Offer: $19.99 for one with recipe guide, two Magic Straws
Bonus: Double the offer
Marketer: Stalex Holdings
Producer: Unknown
Website: www.BuyMagicTap.com
Product (D7) Score: 5 out of 7
Quick Comment: Clever and convenient, but it really only solves a problem for mothers of young kids.

4. TWIST N STYLE
Description: A hair tie that styles hair
Main Pitch: "Create hot new hair fashions ... without pins, clips or rubber bands"
Main Offer: $10 for three (midnight black, chocolate brown and coffee cream)
Bonus: Three mini Twist N Styles free (just pay separate S&H)
Marketer: IdeaVillage
Producer: Concepts TV
Website: www.TwistandStyle.com 
Product (D7) Score: 5 out of 7
Quick Comment: The scary word here is "style." Very hard to predict what women will find stylish. Also, this doesn't seem to have much to offer over traditional hair ties, and it doesn't solve a big problem.

5. MR. BROOKS FOAM CLEANER
Description: A foaming cleaning solution
Main Pitch: "The revolutionary all-in-one foam cleaner"
Main Offer: $19.99 for one tub
Bonus: A second tub (pay separate S&H) plus a spray bottle
Starring: Mr. Brooks
Marketer: Telebrands
Producer: Unknown
Website:www.MrBrooksCleaner.com 
Product (D7) Score: 5 out of 7
Quick Comment: Plymouth Direct tried something like this under the Mighty brand. This one has more uses, but it's a tough, crowded category with a strong DRTV leader (OxiClean).

6. QUIK TOP
Description: An all-in-one cap, coaster and drinking cup for canned drinks
Main Pitch: "Prevents messy spills and keeps your drinks fresh and fizzy"
Main Offer: Three for $10
Bonus: Three more free (just pay separate S&H)
Marketer: Unknown
Producer: Unknown
Website:www.QuikTop.com
Product (D7) Score: 5 out of 7
Quick Comment: A lesser competitor to Telebrands' Bottle Tops (which I never reviewed). I like the item and would rate it a 6 out of 7 if it weren't up against Telebrands, and if they hadn't confused the item by making it a "Swiss Army knife" product (cap, cup, coaster). Also, both products do not solve a big problem.

Prepared by Lynda J. Moore

Review: Shake Weight

(E-mail readers click here to see the spot.)

Description: A mechanical dumbbell women "shake" to get an upper-body workout
Main Pitch: "In just six minutes a day, you can get arms you'll be proud to show off"
Main Offer: One for $19.95
Bonus: DVD workout guide
Marketer: Fitness IQ
Producer: Unknown
Website: www.ShakeWeight.com
Product (D7) Score: 6 out of 7
Commercial Rating: Good/Excellent

Great product. Even better commercial. The only challenge I see here is getting people to understand how this works.

At first glance, it looks like this thing is electrically powered. The spot does explain that it's a "mechanical device" that "requires no batteries or power." The marketers also throw out terms like "dynamic inertia," "EMG activity" and "isometric contraction." But these are just fancy words that don't communicate anything to the average person. There will no doubt be questions and misunderstandings, and that can hurt sales and drive up costs. However, I don't see an easy solution to this problem and, despite it, I think the campaign has real potential.

A major reason is the commercial. It's rare for me to come across a spot that utilizes so many of the tried-and-true DRTV techniques. I don't know who produced it yet (check back), but the longer version on the Web site is a sterling example of everything a great DRTV commercial should be. It:

• Opens with two relevant problems
• Features compelling visual demos (insert joke here)
• Explains the product's "secret" with great animation
• Establishes credibility with a scientific study and "real people" testimonials
• And has one of the best examples of what Joe Sugarman called a "satisfaction conviction" I've ever seen

The 120 doesn't have the testimonials, but it's almost as good. In fact, the only reason I couldn't give it an "excellent" rating is a major problem with the end of the commercial above. If this is the version that aired, they are losing a significant percentage of sales. (Ten points if you email me and tell me why.)

Last, I should mention that this is a great example of what I call "respecting the genre". The way you use this item is sexually suggestive. There's no way around it. But rather than turn the spot into an SNL skit (unlike, say, Doc Bottoms' Aspray), the producer took the product seriously.

The result? Tons of buzz, including mentions on The View and the Glamour blog. This is not the kind of buzz that generates mockery and outrage. This is the kind of buzz that sells. After laughing or making the inevitable joke, these opinion-makers say they would try the product. Bravo.