November 13, 2009

Weekly Round-Up

1. DOGPEDIC
Description:
A memory foam bed for dogs
Main Pitch: "The orthopedic bed designed to provide comfort, relief and happiness for your dog"
Main Offer: $39.99 for one (medium size) with suede cover
Bonus: Waterproof liner and lifetime warranty
Marketer: Tristar
Website: www.BuyDogpedic.com
S7 Score: 6 out of 7
Missing Qualities: Needed (?)
Comments: This a tough environment for marketing luxuries -- unless you are asking people to spoil their pets! The memory foam pitch worked well for people, so I see no reason why it won't work well for dogs. And with this exception of the "wah-wah" sound effect (a personal "pet" peeve), the commercial is very well done.

2. FRESH SPOT
Description:
Stick-up ionic odor eliminator
Main Pitch: "The on-the-spot odor eliminator that lasts for life"
Main Offer: $10 for one
Bonus: Second one free (just pay separate S&H)
Marketer: IdeaVillage
Producer: Hutton-Miller
Website: www.GetFreshSpot.com
S7 Score: 5 out of 7
Missing Qualities: Needed, Uncrowded (?)
Comments: There's a lot to like about this product. The problem is the category: It's over-crowded to say the least. If you have an odor problem, every major brand has a solution for you, from plug-ins to candles. Plus, I think Consumer Reports did a lot of damage to the ionic pitch with its much-publicized attacks on the Ionic Breeze. If an ionic tower doesn't work, why would anyone believe a tiny stick-up would?

3. SUCK UP
Description:
A super-absorbent powder that gets rid of stains
Main Pitch: "Work it in, then sweep it away and the stain is gone"
Main Offer: $19.95 for a 1-lb container
Bonus: A second 1-lb container free (just pay separate P&H)
Marketer: Lipenwald
Producer: (Let me know)
Website: www.BuySuckUp.com
S7 Score: 3 out of 7
Missing Qualities: Targeted, Different, Engaging, Clear (?)
Comments: From what I can tell, this product isn't much different from what's already on the market. For example, Home Depot sells a 10-lb bag of similar stuff for $12.98. I also have doubts about using DRTV to reach this demographic. In general, men respond to short-form tools and fitness products. There is little or no track record for this type of thing. As for the commercial, it's light on compelling visuals and doesn't do a good job (via explanation or demos) of supporting the claim that this product can remove stains.

4. NOTEBOOK BUFFER
Description:
A pad that keeps a laptop from heating up your lap
Main Pitch: "The award winning accessory that takes the heat off"
Main Offer: $19.95 for one
Bonus: Keyboard cleaner, On-The-Go laptop kit (just pay separate P&H)
Marketer: (Let me know)
Producer: (Let me know)
Website: www.NotebookBuffer.com
S7 Score: 3 out of 7
Missing Qualities: Needed, Targeted, Engaging, Motivating (?)
Comments: Where to begin? The product doesn't solve a real problem (hot lap? really?), it targets a questionable market for DRTV (heavy laptop users) and the creative plays like a parody of the genre. This one almost became a "Dangers of DIY DR" posting.

5. BLING STRING
Description:
Sparkly hair extensions
Main Pitch: "Takes your hair from drab to fab"
Main Offer: $9.95 for 150 feet each of silver, brown and gold
Bonus: Style guide plus an additional 150 feet each of red, purple and green
Marketer: Mosaic International
Producer: (Let me know)
Website: www.BlingString.com
S7 Score: 1 out of 7
Missing Qualities: Needed, Targeted, Uncrowded, Engaging, Motivating, Clear (?)
Comments: There are so many missing qualities here, I'm better off talking about the one quality this does have: It's different. I can see some women warming to the idea of putting a hidden sparkle in their hair. Too bad these women don't buy off DRTV. The commercial doesn't help, either. It's too fast-paced and confusing (cut it, loop it, knot it -- huh?), and the persistent use of animation undermines the product's credibility. Sorry, but this one gets the distinction of having the lowest S7 score so far.

Prepared by Lynda J. Moore.

No comments:

Post a Comment