September 25, 2009

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.

No comments:

Post a Comment