October 23, 2009

Weekly Round-Up

1. SWITCH-A-BAG
Description:
An organizing purse insert
Main Pitch: "Allows you to move the entire contents of your purse from bag to bag instantly"
Main Offer: $10 for one
Bonus: Purse Buddy FREE (just pay separate S&H)
Marketer: Telebrands
Producer: (Let me know)
Website: www.SwitchABag.com
NEW! S7 Score: 5 out of 7
Missing Qualities: Different, Uncrowded (?)
Comments: This has been done before. IdeaVillage's Purse Brite was a better product, and it never caught on in a big way. One problem is the category is crowded with wallets and organizers by designer brands, and some fancy purses even come with built-in organizers. Lynda adds, "In this economy, it isn't needed."

2. SHOEDINI
Description:
A shoe horn with telescoping handle, special grip
Main Pitch: "Lets you get your shoes on and off with ease" and "without bending"
Main Offer: $14.99 for one with a Shoe Renewer polishing sponge
Bonus: Double the offer FREE (just pay separate S&H)
Marketer: IdeaVillage
Producer: Blue Moon Studios
Website: www.GetShoeDini.com
NEW! S7 Score: 5 out of 7
Missing Qualities: Targeted, Different (?)
Comments: This product really only solves a problem for the elderly and the injured. Although the former is a significant segment of DRTV buyers, they are not a big enough group to sustain a DRTV rollout. Long-handle shoehorns are also widely available at cheap prices. This one is different, but I don't think it is different enough to excite people.

3. THE SLEEP VIDEO
Description:
A video you watch to go to sleep
Main Pitch: "If you can watch TV, you can get to sleep in just minutes"
Main Offer: $9.99 for one
Bonus: Rhythm Sleep audio CD
Marketer: Savvier
Producer: (Let me know)
Website: www.SleepVideo.com
NEW! S7 Score: 5 out of 7
Missing Qualities: Needed, Targeted (?)
Comments: This thing couldn't possibly work zzzzzzzzzzzzzzzzzzz. Huh? Oh, anyway, I think sleep is an interesting category for DRTV. From a media standpoint, there is more availability overnight and the rates are cheaper. People having trouble sleeping will be up watching TV then. And I've heard insomniacs will try anything to get to sleep (I have the opposite problem). So this could work. On the other hand, how big is that market and is it DR responsive? I'm not sure. Why wouldn't these people just get one of those glowing butterfly sleep aids? Again, not sure. Important questions ...

4. TWIST N' STAY
Description:
Giant twist ties
Main Pitch: "The twist tie on steroids"
Main Offer: $19.95 for two 17 inch, two 34 inch, and two Hang N' Stays
Bonus: Triple the offer plus two 52-inch jumbo ties FREE (just pay additional S&H)
Starring: An unnamed Billy Mays wannabe
Marketer: Hot Headz of America
Producer: (Let me know)
Website: www.TwistNStay.com
NEW! S7 Score: 4 out of 7
Missing Qualities: Needed, Engaging, Clear (?)
Comments: A client showed this product to me about a year ago, but we passed because we couldn't come up with enough compelling demos. These guys didn't solve that problem. More to the point, their commercial is a jumble of too-fast/confusing demos, and it ends with a confusing offer. The spokesperson also tries to be Billy Mays by yelling throughout. Sorry, only Billy could pull that one off. This guy just ends up looking like a wannabe. Hey, but those Hot Headz hoods sure are awesome!

5. EZ CLEAR
Description:
An invisible roll-on for pimples
Main Pitch: "Say goodbye to those embarrassing acne moments"
Main Offer: Free for 14 days (or is it $9.95?)
Bonus: None
Marketer: OmniReliant
Producer: (Let me know)
Website: www.EZClear.com
NEW! S7 Score: 4 out of 7
Missing Qualities: Different, Uncrowded, Engaging (?)
Comments: I like the idea behind this product, but it is facing an uphill battle in the over-marketed acne category. Ultimately, I don't think it's different enough to take market share from the brand-name "zit zappers" (Oxy, Clearasil) or make the slightest dent in Proactiv's customer base. As for the commercial, the flashing red zit animation killed the credibility for me. Good testimonials, though. Oh, and the homage to Head On was interesting. Hey, why didn't the Head On people ever try this? Probably because they'd have to break tradition and call it "Zit Off."

Prepared by Lynda J. Moore.

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