August 30, 2009

Keeping Score: February 2009

Six months later, here are the outcomes of the items I reviewed in February 2009:

1. HD VISION READERS
Description:
HD Vision sunglasses with built-in bifocals
Date Reviewed:
February 23 (full review)
Product (D7) Score: 6 out of 7
Commercial Rating: Good
Outcome:
No. 20 on the Jordan Whitney and No. 30 on the IMS Top 50

I worked on this campaign and all other campaigns for the HD Vision line, so it wasn't too hard to predict its success. What has surprised and amazed me is just how successful each new product in this line has become. It is a rare exception to the curse of the brand extension.

2. WIZZIT
Description:
A pair of electric tweezers
Date Reviewed:
February 23 (full review)
Product (D7) Score:
6 out of 7
Commercial Rating:
Poor
Outcome:
Not on the charts

The commercial for this product got a rare "poor" rating from me because it did "a terrible job of demonstrating the product." I concluded that: "If this campaign does well at all, it will be on the strength of the product and the category. But the bottom line is that this product is two years too late and has no shot against Tweeze at retail, which raises an important question: Why bother?"

3. SLIM BELT
Description:
An "invisible" belt with a flat buckle
Date Reviewed:
February 27 (full review)
Product (D7) Score:
5 out of 7
Commercial Rating:
Good
Outcome:
Not on the charts

Back in February, I wrote that "the problem this solves is too small and the item is too much of a commodity to excite the impulse to 'call now.' Women also view a belt as an accessory, which means personal taste and the rules of fashion come into play. Any time this is the case, the odds of DRTV success decrease significantly."

4. EASY BAKE SHEET
Description:
Silicon baking pan
Date Reviewed:
February 27 (full review)
Product (D7) Score:
5 out of 7
Commercial Rating:
Good
Outcome:
Not on the charts

It seems my concerns that silicone bakeware was "too widely available at retail" and that "most people get by fine with their regular bakeware and some tinfoil" were well-founded.

5. MIGHTY SHINE
Description:
System for instantly removing tarnish and other "gunk" from precious metals and jewelry
Date Reviewed:
February 6 (full review)
Product (D7) Score:
5 out of 7
Commercial Rating:
Good
Outcome:
Not on the charts

Like Telebrands reintroduction of Silver Lightning, this product didn't make it. I suggested several reasons why it might not, only one of which had to do with the creative (I thought it lacked clarity).

6. EARTH BRITE
Description:
All-purpose "green" cleaner
Date Reviewed:
February 2 (full review)
Product (D7) Score:
4 out of 7
Commercial Rating:
OK
Outcome:
Not on the charts

"Most people don't care enough about the environment to buy a 'lesser than' or 'equal to' solution," I reminded my readers when I wrote about this item. "Rather, the product must be 'better than' its non-green alternative in some key way. This commercial failed to convince me that the product has this essential quality. There are no comparisons in the commercial, and while the spot is full of visually compelling demos, they've all been done before."

August 29, 2009

Weekly Round-Up

Recent spots that didn't warrant a full review:

1. HUMMINGBIRD HANGOUT
Description:
A Topsy Turvy planter that grows flowers attractive to hummingbirds and butterflies
Main Pitch: "Attracts hummingbirds with the beautiful flowers and the natural sweet nectar they love"
Main Offer: $19.95 for one
Bonus: Second one free (just pay separate P&H), high-power binoculars
Marketer: Allstar
Producer: Unknown
Website: www.HummingbirdHangout.com
Product (D7) Score: 5 out of 7
Quick Comment:
Definitely unique but also seasonal, and it doesn't solve a problem.

2. SPONGE ZAPPER
Description:
A microwavable container that sanitizes sponges
Main Pitch: "Just snap, tap and zap it clean everyday right inside your microwave"
Main Offer: $14.99 for one plus 12 dual-action sponges
Bonus: Double the offer, just pay additional P&H
Marketer: Tristar
Producer: Tristar
Website: www.SpongeZapper.com
Product (D7) Score: 5 out of 7
Quick Comment:
Sponges are cheap enough to throw away when this becomes a problem. Besides, is microwaving a sponge a credible solution?

3. GRATER PLATER
Description:
A ceramic plate that grates cheese, garlic, ginger
Main Pitch: "The plate that grates"
Main Offer: $10 for one with gathering brush and a Roll N Peel
Bonus: Double the offer, just pay additional P&H
Starring:
Anthony Sullivan
Marketer:
Smart Inventions
Producer: Sullivan Productions
Website: www.GetGraterPlater.com 
Product (D7) Score: 5 out of 7
Quick Comment:
Another unique item and idea. People who cook love this item. However, as with any item that has a certain style, not all people will find it appealing. Plus, it doesn't really solve a problem.

4. MAGIC FOLD
Description:
A tri-panel that neatly folds clothing
Main Pitch: "The fastest, easiest way to fold your laundry"
Main Offer: $19.95 for one
Bonus: Mini Magic Fold
Marketer: Unknown
Producer: Unknown
Website: www.MagicFold.com 
Product (D7) Score: 5 out of 7
Quick Comment:
Amateur Hour. The Website doesn't let you order; you have to call an 800 number. In any case, this is an old Smart Inventions item. Today, it's available everywhere, including on HSN, so a resurgence is unlikely. It's also pricey for this environment.

5. TRANSFORMA LADDER
Description:
A highly versatile ladder
Main Pitch: "One ladder, 24 ways to use it"
Main Offer: 4 payments of $89.97 for one (includes two free work platforms)
Bonus: Wall Standoff and Leg Leveler
Marketer: Unknown
Producer: Unknown
Website: www.TransformaLadder.com
Product (D7) Score: 4 out of 7
Quick Comment:
This may be a cut-down of a long-form show. It's obviously way too expensive, and it's hard to explain in short form. It's also not unique since it's really just a repackaged version of the Little Giant Ladder.

Prepared by Lynda J. Moore

August 28, 2009

Meaningful Awards?

The ERA just announced the nominees for its annual awards (link opens a PDF). The awards are supposed to recognize "the best in television, radio, online and mobile direct response campaigns." But I have to wonder what they mean by "best."

Here are the four nominees for Best Short Form of the Year:

  1. bareMinerals "120"
  2. Meaningful Beauty "Cindy Crawford"
  3. Netflix "To the TV"
  4. Proactiv Solution: Focus on Travel Kit

If "best" means "best production quality," this list makes sense. But this is supposed to be about direct response. "Best" should mean "best response," which would mean the short form that sold the most product.

So why didn't Snuggie, Smooth Away, Mighty Mendit or Strap Perfect make the above list? For that matter, why didn't Ped Egg ever win Best Short Form of the Year? These campaigns were so successful, they changed the definition of a "hit." And while I don't have access to Guthy-Renker direct sales information, I'm reasonably confident the Snuggie commercial outperformed GR's 67th Proactiv spot. (Please note: This is not to take anything away from the unique brilliance of the Proactiv campaign.)

Just to be sure I wasn't missing something, I asked Scott Boilen, president of Allstar, if he submitted Snuggie for consideration. He confirmed that he had. "I have no idea what they are looking for, but this is the last time we will enter a product for consideration," he told me. "If Snuggie can't even make the top four, we will never have a product that meets their criteria."

Maybe the ERA has a good explanation. But my guess is they've fallen into the same trap as every other advertising awards show: Celebrating the "art" of advertising and forgetting that its true purpose is to sell.

August 27, 2009

Congrats, Kevin

According to a recent ABC news release:

"Building its overall audience for the 2nd straight week, ABC's 'Shark Tank' registered as the most-watched television show in the 9 o'clock hour for the 2nd week running ... [It] achieved series-highs in Total Viewers, Men 18-34, Men 25-54 and Women 25-54.

"For the 2nd week in a row, 'Shark Tank' produced ABC's biggest non-sports audience to the time period since last July and its top Adult 18-49 rating (tie) since last August - since 7/13/08 and 8/24/08, respectively."

For those who don't know, Shark Tank is a Mark Burnett reality show that stars Kevin Harrington as one of the five "sharks." It airs Sundays at 9pm ET.

August 25, 2009

Dangers of DIY DR II

If you thought yesterday's spot was bad, check this out!
(HT: Mark S.)

(E-mail readers click here.)

Writing about Aspray, Mitch Lipka from Wallet Pop echoes a point I made recently about going too far with humor in advertising:

"The 'Doc Bottoms' Aspray' -- it's pronounced A-spray, though most certainly intended to be remembered for an alternative pronunciation -- seems more like a Saturday Night Live skit than a real product."

Lipka also reports on a consequence I didn't mention:

"MSNBC told the Washington Post the network aired the commercial once in the overnight hours and will never air it again."

August 24, 2009

Dangers of DIY DR

Posted for your amusement ...

(E-mail subscribers click here to see the video.)

HT: Lynda J. Moore

August 21, 2009

Weekly Round-Up

Recent spots that didn't warrant a full review:

1. TOOL BAND-IT
Description:
A lightweight magnetic armband that holds everything from screws and nails to tools
Main Pitch: "Your tools and parts are always within easy reach"
Main Offer: $19.95 for one
Bonus: Band-It headlight, just pay additional S&P
Starring: The late, great Billy Mays
Marketer: Unknown
Producer: Sullivan Productions
Website: www.ToolBandIt.com
Product (D7) Score: 6 out of 7
Quick Comment:
Cool idea, but does it solve a real problem?

2. SMARTER SOAP
Description:
Motion-activated dispenser for liquid soap, hand sanitizers and lotion
Main Pitch: "Simply hold your hand in front of the motion sensor and your soap comes to you"
Main Offer: $19.99 for one
Bonus: Super-strong suction hooks
Marketer: Harvest Direct
Producer: Unknown
Website: www.SmarterSoap.com
Product (D7) Score: 6 out of 7
Quick Comment:
Does it solve a real problem?

3. SOBAKAWA CLOUD PILLOW
Description:
A pillow filled with "20 million" air beads that's designed to support your head and neck
Main Pitch: "It's like sleeping on a sea of clouds"
Main Offer: $19.99 for one
Bonus: Pillow case, just pay additional S&H
Marketer: National Express
Producer: Unknown
Website: www.BuyThePillow.com 
Product (D7) Score: 5 out of 7
Quick Comment:
The original was a hit, but this is now a crowded category loaded with popular solutions. Does the problem still exist?

4. ALWAYS FRESH CONTAINERS
Description:
Microwavable and dishwasher safe food storage containers that lock in freshness
Main Pitch: "Food lasts up to 50 days longer"
Main Offer: $19.99 for 10 pieces
Bonus: Another 10 pieces, just pay separate S&H
Starring: Susan Williams
Marketer: TV Products
Producer: Unknown
Website: www.AlwaysFreshContainers.com 
Product (D7) Score: 5 out of 7
Quick Comment:
Not credible and 50th to market with a me-too solution.

5. ISO 7X
Description:
An isometric fitness bar with bow straps
Main Pitch: "The fastest way to build strength, power and lean muscle"
Main Offer: $29.99 for one, includes exercise chart
Bonus: Iso Arms for forearms, just pay additional P&H
Marketer: Ontel
Producer: LoudMouth TV
Website: www.BuyIso7x.com
Product (D7) Score: 4 out of 7
Quick Comment:
Targets only younger men, $10 more expensive than typical DRTV products (hasn't mattered, though); spot also lacks excitement because of limited motion of exercises

6. BUST-UP CUPS
Description:
Lightweight bra inserts for fuller, firmer-looking breasts
Main Pitch: "Create deep sexy cleavage and increase your cup size by one to two sizes instantly"
Main Offer: $19.95 for one
Bonus:  Three bra clips (in nude, white and black), one pair of clear bra straps, and 10 pieces of double-sided fashion tape
Marketer: Kymaro
Producer: Unknown
Website: www.BustUpCups.com 
Product (D7) Score: 4 out of 7
Quick Comment:
Not unique (Strap Perfect, Natural Bra), really only for small-breasted women, expensive

Prepared by Lynda J. Moore

August 20, 2009

Review: Comfort Wipe

Description: A toilet paper holder that extends your reach
Main Pitch: "The first improvement in toilet paper as we know it since the 1880s"
Main Offer: $19.99 for one
Bonus: "Get A Grip" suction handle
Marketer: Telebrands
Producer: Unknown
Website: www.ComfortWipe.com
Product (D7) Score: 5 out of 7
Commercial Rating: Good

There's been so much buzz about this commercial in the industry, I had to post it for my readers. (Let's just say it's the "butt" of a lot of jokes.) While I'm at it, here's my opinion ...

Last week, I shared an important truth about DRTV:

You have to respect the genre. It's too easy to take "DR humor" too far and turn your commercial into an SNL skit. I've seen it happen several times, and the result is always the same. You get a lot of calls, but very few of them end in a sale.

This is a case where the genre was taken seriously (Telebrands does not mess around), but the end result will still be the "SNL skit" problem.

Not that the commercial isn't well produced. I gave it a "good" rating for a reason. Considering what they had to work with, the production company did an excellent job. They took the product seriously, shot it beautifully and avoided making a bad situation worse with toilet humor or too much "DR cheese."

No, the only problem here is that this is not a mass-market item. It's only for the elderly and infirm. That means the majority of people who watch this commercial will respond to it like this. Instead of the impulse to buy, they will feel the impulse to laugh. So while this may be a strong seller in certain catalogs for the elderly (along with incontinence pants), it is not right for DRTV.

August 11, 2009

Review: Happy Chop

Description: A manual chopper that cuts when you press the plunger at the top
Main Pitch: "Safer and faster than knives .. guaranteed not to dull."
Main Offer: $19.95 for the chopper plus flexible cutting board
Bonus: Double the offer plus the Sonic Peeler with bonus grating blade (just pay separate S&H)
Marketer: Thane
Producer: Unknown
Website: www.HappyChop.com
Product (D7) Score: 4 out of 7
Commercial Rating: OK

I'm still not completely sure this is a real commercial. Assuming it's real, I don't think my readers need me to analyze the DRTV aspects of this one in any real depth. The demos are pretty standard by now, and the product is third to market (after Quick Chop and Slap Chop) with a me-too solution. This means it loses out in the ultra-important uniqueness category and suffers all the credibility problems that come with being perceived as a knockoff.

This one is obviously all about the spokesman, however. Let me start by giving credit where credit is due: It's a bold idea to use a gay guy as a spokesperson for a kitchen product. Thane deserves some praise for taking a chance and trying something that's "out the box." It's not a totally crazy idea, either. If a quirky Jewish guy from Brooklyn sells, why not a funny gay guy from California? Women usually respond favorably to gay men, and they play well in other categories.

Of course, those categories are mostly about entertainment. With the exception of hair care, it hasn't been demonstrated that gay can sell products. And this particular spokesman isn't just a little gay: He's in-your-face gay. In fact, I thought all the sexual references were a bit much. Vince may think you'll love his nuts, but this guy thinks you'll love a whole lot more.

The marketers are forgetting that a substantial swath of the American buying public is not from coastal cities. And what of retail? There's little hope of getting into "family values" Wal-Mart with this guy as the product's spokesman. Which makes me question the strategy here. Which brings me back to wondering if this commercial is for real.

The viewer will wonder, too, and here is an opportunity for me to share something important I've learned about DRTV: You have to respect the genre. It's too easy to take "DR humor" too far and turn your commercial into an SNL skit. I've seen it happen several times, and the result is always the same. You get a lot of calls, but very few of them end in a sale.

This raises an important question: Why does this type of advertising prevail outside of the DR industry? I think advertising guru John E. Kennedy explained it best:

There is popular applause for the writer of catchy ‘general publicity’ advertising that attracts attention even though it does not sell goods. But there is no applause for the writer of prosaic salesmanship-on-paper that is forceful enough and convincing enough to actually sell goods in volume. This is one reason why catchy advertising is so current, and true response-driven advertising is so rare.

Kennedy wrote that nearly a century ago, by the way.

August 06, 2009

Review: Purse Buddy

Description: Purse organizing straps that go over a closet door
Main Pitch: "Holds up to 16 purses for easy storage"
Main Offer: $10 for one
Bonus: Shoes Under, just pay separate S&H
Marketer: Telebrands
Producer: Concepts TV
Website: www.BuyPurseBuddy.com
Product (D7) Score: 7 out of 7
Commercial Rating: Good

There isn't much to say about this campaign. The product meets all the criteria for a good DRTV item. The commercial is a classic example of the DRTV style of advertising. The odds are strongly in favor of this one becoming another Telebrands hit.

My review would end here and be pretty boring (albeit for a good reason) if it weren't for one thing: The choice of bonus item. When I heard about it (HT: Christine P.), I was sure there had been some mistake. Marketers take their old DRTV hits and use them as bonus items all the time. After all, the item has proven its appeal, and it's a great way to get rid of excess inventory. But I have never found one example of someone using a current hit as a bonus. Not that I haven't debated the issue many times. I've just never seen someone actually go for it.

On the one hand, it seems awfully risky. Paying $10 or $20 for a product and then learning you could have gotten it for free is sure to generate the kind of negative word-of-mouth that prematurely kills campaigns. It's less damaging than a quality issue to be sure, but consumers hate feeling like they got ripped off. Plus, if you're a prospect considering a purchase, that bad buzz certainly won't help close the sale.

More to the point, the entire theory of DRTV-to-retail is predicated on the idea that discovering something in the store for less than the price you saw on TV is a significant driver of sales. Reversing that logic, then, seeing something in the store for $10 or $20 you saw on TV for free cannot be good for retail sales. Assuming for a second that this particular item is past its prime on TV but is still doing well at retail, this strategy is really pushing the concept of "channel loyalty" to its limits. (That is, the argument that buyers are loyal to a particular channel of sale, so they do not pay much attention to prices in a different channel of sale.)

On the other hand, many business gurus teach that you should always work hard to destroy your successes. The idea is that this "creative destruction" is going to occur anyway, so why not be both the loser and the beneficiary? The great Ron Popeil applied this logic to knockoffs and intentionally released inexpensive versions of his products to the market.

In that sense, maybe undermining the value of a post-peak DRTV hit by making it a bonus item isn't a bad idea. In theory, it's helping to fuel the rise of a new product to its peak.