1. WIDGET LIGHT
Description: A hands-free LED light with bendable "legs"
Main Pitch: "Bendable, durable and stay-put-able ... 1,001 uses and counting"
Main Offer: $19.95 for one
Bonus: Triple the offer free (just pay separate S&H)
S7 Score: 5 out of 7
Missing Qualities: Uncrowded, Motivating (?)
Comments: I think there's room in the market for a hands-free lighting solution, but this particular product is odd-looking and many of the uses in the commercial aren't likely. In fact, this is more like a kid's product and might find success in that market.
Description: A toothpowder made from India's Neem tree
Main Pitch: "The natural toothpaste booster that bathes your teeth and gums in powerful antioxidants"
Main Offer: $19.95 for a three-month supply (1 oz. of cinnamon, 1 oz. of peppermint)
Bonus: Double the offer (six-month supply) plus a month's supply of mouthwash
Marketer: Aaah Company
S7 Score: 4 out of 7
Missing Qualities: Needed, Uncrowded, Motivating (?)
Comments: If I had to choose one example of what I mean when I talk about a "crowded category," the toothpaste category would be it. Also, to say people are unlikely to sprinkle this brown powder on their toothpaste just for some antioxidant benefit would be understatement.
Description: An "o"-shaped hair accessory you crimp to lock in place
Main Pitch: "Makes hair styling easy"
Main Offer: $9.99 for two in black plus an instructional DVD
Bonus: Two more in blonde (just pay separate S&H)
Producer: Concepts TV
S7 Score: 3 out of 7
Missing Qualities: Needed, Different, Uncrowded, Motivating (?)
Comments: This is yet another product trying to capitalize on the success of Bumpits. Like the others, it is unlikely to succeed, largely because of the dozens of brand-name hair accessories already on the market.
Description: A device that stretches your back
Main Pitch: "In five to ten minutes .. it allows you to ease your back, neck and shoulder muscles"
Main Offer: $29.95 for one
Bonus: Workout DVD
Starring: Barry Radcliffe
S7 Score: 3 out of 7
Missing Qualities: Needed, Uncrowded, Motivating, Clear (?)
Comments: This is a tried-and-true category for DRTV, but the product is too plain to motivate people off the couch on its own. The minimalist approach to the creative doesn't help, and the spokesman sounds more like a preacher than a pitchman.
Prepared by Lynda J. Moore.