Weekly Round-Up

1. Shed Vac ($19.95). A handheld pet hair vacuum from National Express. "Lifts loose pet hair while the vacuum suction captures loose fly-aways." www.BuyShedVac.com
   Prediction: Likely to succeed
   My only question is: Will people believe this is powerful enough to get the job done? Otherwise, it meets the criteria and is in a DRTV category with higher than average odds of success.
    
2. Booty Slide ($19.95). Footgear and an exercise program for getting better buns. Pitch: "Booty-licious buns in seven minutes a day." www.BootySlide.com
   Prediction: On the fence
   "Experts agree: Buns are the new abs" might be the worst line I've heard recently. As for the concept, it meets a lot of the criteria, but I don't like DVDs for short form. The footgear barely qualifies as a bonus item because of the low perceived value.
    
3. WineTastic (2 pay of $10). A device for aerating wine from Telebrands. Pitch: "The special design accelerates wine aeration, allowing wine to breathe properly in just the time it takes to pour into your glass." www.BuyWineTastic.com
   Prediction: Unlikely to succeed
   Well, the site is already down, so that was an easy prediction. The problem is wine enthusiasts are a niche market, and they probably don't buy off TV.
    
4. Belly Burner ($19.95). A belt for reducing belly fat from personal trainer Bobby Waldron. Pitch: "Raises your body's core temperature, super-charging the calorie-burning process." www.TheBellyBurner.com
   Prediction: Unlikely to succeed
   This meets a lot of the S7 criteria, but I think the product lacks credibility and the claims they're making will be a problem.
    
5. Hollywood Shoe Store ($19.99). A shoe storage system from IdeaVillage. Pitch: "Instantly makes room to store 20 pairs of shoes." www.GetHollywoodShoes.com
   Prediction: Unlikely to succeed
   There's only room for one.
    
6. Zero Germ ($14.99). A UV toothbrush sanitizer from American Direct. Pitch: "Proven to kill 99.9% of harmful germs that could be living on your toothbrush." www.BuyZeroGerm.com
   Prediction: Bomb
   The Toothbrush Solution didn't go anywhere, and it had the same pitch. I'll reiterate what I wrote then: "Only serious germaphobes think about or care about the microscopic organisms living on their toothbrushes. The other 90% of consumers couldn't care less ..."
    
7. Tease Ease ($19.99). A styling comb from Chelsea Scott. Pitch: "You get all of the volume and all of the lift with none of the breakage and none of the damage." www.TeaseEase.com
   Prediction: Bomb
   Um, it's a comb. (OK, it's a 2-in-1 comb.) I don't see how it is nearly different enough to motivate people off the couch.

The Ubiquitous AJ Khubani

AJ has been busy.

Besides being quoted in the Wall Street Journal, he has made no less than three appearances on the news in recent weeks.

The clips are below. (E-mail readers click here to watch them.)

Review: Super Springz

Description: An insole made with steel springs
Main Pitch: "Revolutionary new shoe insoles made specifically for active people of any age"
Main Offer: $19.95 for one pair
Bonus: Second pair FREE (just pay separate P&H)
Marketer: Emson
Website: www.SuperSpringz.com
Prediction: Unlikely to succeed

This type of product has a terrible track record on DRTV. Insolia, Comfort Soles and Impact Gel (featured on the premiere episode of Pitchmen) have all failed in recent years. The reason becomes apparent when you try to answer a key S7 question: "Will the category be relatively free of competition? Or is it already dominated by big brands with big ad budgets and a few decades of consumer loyalty behind them?"

I vividly remember a meeting I had about an insole product that definitively answered this question for me. The ship had sailed with regard to whether the company in question (which shall remain anonymous) was going to do the project. Unfortunately, it was already a go. We were on to the question of advertising strategy, and a motivated member of the team had had the good sense to go a local retailer and buy every type of insole they carried.

At the meeting, she reached into her bag and pulled out no less than seven different types of insoles -- this despite the fact she had visited a fairly small chain. Dr. Scholl's, the leading brand in that category, made at least five of them. Incidentally, a quick search on WalMart.com today yielded 18 results.

Putting that (major) problem aside, Emson seems to have pinned their hopes for this product on steel springs at a time when gel is popular. To me this seems like a huge step backward technologically. The opposite of "revolutionary" and "new." I wouldn't be surprised if spring insoles were the first type of insoles ever invented, possibly by someone like Thomas Edison or maybe even Ben Franklin.

Wal-Mart Challenges Hopkins

"People don't buy from clowns," said Claude Hopkins, a founding father of direct-response advertising. Now comes word from Wallet Pop that Wal-Mart is trying to prove him wrong (HT: Lindsey Brooks):

Walmart has been called many things, but "cool" was not among them -- until the retail giant unveiled its new clown commercial during Sunday's NFL playoffs. Since then, the clown ad has taken the Internet by storm. Last we checked, it was holding steady at No. 2 on the Viral Video Chart.

Some will suggest the Viral Video ranking is proof the ad is working. I've heard it before. These same claims always arise during this time, culminating when Ad Age releases its "Top 10 Best-Liked, Most-Recalled TV Spots" of the Super Bowl. If Wal-Mart chooses to spend $3 million to air its clown commercial during the Super Bowl, it may very well make the list.

But will it sell? This is the question many marketers forget to ask, and a question only DRTV marketers can really answer. Why? Because we don't have to wait six months and read tea leaves to track sales. Ever try to make a case that an ad increased retail sales? Unless you have a solid baseline and do no other advertising or merchandising for the time period in question, it's all guesswork and wishful thinking.

However, when we air a DRTV spot with viral qualities, we can answer the question empirically. Two examples spring to mind.

The first is Vince Offer's Slap Chop. If imitation is the sincerest form of flattery, then Vince's creative work is one of the most loved in history. He's mastered the art of generating buzz, going viral or whatever you would like to call it. Actually, it's the parodies of his ads that go viral. But does this increase sales? Being a visionary, Vince actually put this to the test, as reported by TMZ. He put the most popular parody of his commercial -- DJ Steve Porter's Slap Chop Rap -- on the air with an end tag to see what would happen. The results? Let's just say the rap spot won't be replacing the original spot anytime soon. Vince the Pitchman sells choppers like hotcakes. Vince the Rap Star gets people buzzing, but they aren't buying.

The second example is Doc Bottoms' Aspray (click the link if you haven't seen the spot; it's definitely worth watching). Very viral. But I predicted it wouldn't sell. The guy in the spot was so angry, he confronted me at ERA. He said he was getting a ton of calls. "What about orders?" I asked. No answer. An anonymous reader also took me to task, "Why would you mock this ad, its [sic] getting more FREE publicity than any other DRTV spot ever," he/she wrote. Well, it's four months later, and I haven't seen that publicity translate into a spot on the charts.

The bottom line is this: People love to be entertained. But the ads that amuse us are seldom the ads that sell us. A funny clown ad that doesn't strongly reinforce Wal-Mart's positioning (No. 1 in low prices) is a waste of money. Watch the ad yourself (e-mail readers click here) and let me know if you think it reaches the "strongly reinforce" bar. Will people laugh and then go shop at Wal-Mart? Or will they just laugh?

Review: Wiper Wizard

(E-mail readers click here to see the spot.)

Description: A gadget for resurfacing wiper blades
Main Pitch: "Make old windshield wipers work like new in just seconds"
Main Offer: $10 for one with five Wizard Wipes (microfiber cloths)
Bonus: Double the offer (just pay P&H)
Starring: Richie "Bulldog"
Marketer: Howard-Boscher
Website: www.GetWiperWizard.com
Prediction: Likely to succeed

This campaign has most of the S7 qualities. It solves a common problem. It's different. And Telebrands' Windshield Wonder proved there's a market for these types of solutions. So will this campaign succeed? It really depends on two things.

First, will people want to clean and resurface their wiper blades when replacing them is an easy option? At Sears.com, quality wiper blades are available from as little as $6.99. The average price is likely higher than that, but not high enough to make this a compelling money-saver. So it has to be convenience that drives this purchase, and I'm not sure that's motivating enough.

Two, how will people react to Richie "Bulldog" as a pitchman? He's clearly an amateur, so his success or failure will depend on whether people like his personality. I'm skeptical. If the spot doesn't produce good results, I would test a "product as hero" version next.

Otherwise, this is one of those items I can see catching on. It just depends on how big the "auto solutions" category really is.

Weekly Round-Up

1. Air Hogs Vectron Wave ($29.95). A UFO hover craft from Spin Direct. Pitch: "Altitude-sensing technology" means it "knows what's beneath it and hovers above it." www.VectronWave.com
   Prediction: Likely to succeed
   Spin has a lock on what young boys want. I don't see why this Air Hog toy wouldn't do as well as other toys in the line.
    
2. Hoodie-Footie Snuggle Suit ($49.95). Slippers, pajamas and a hoodie combined, from The Vermont Teddy Bear Company. Pitch: "All of the most comfortable things you own .. together into one big hug you can wear." www.HoodieFootie.com
   Prediction: Unlikely to succeed
   Note to all would-be DRTV marketers: Snuggie is an outlier. I know it's a hugely successful outlier, but it's an outlier nonetheless. If you want to avoid losing a lot of money, stop trying to replicate its success. Especially at $50!
    
3. Pajama Jeans ($39.95). Sweats that look like jeans from The Vermont Teddy Bear Company. Pitch: "The styling of your favorite jeans together with the comfort of pajamas." www.PajamaJeans.com
   Prediction: Unlikely to succeed
   Unlike the Hoodie-Footie, this item is new and different. I can see it selling at retail. But because of the price and the category, this one won't work on DRTV.
    
4. Smart Night Light ($19.95). A solar-powered outdoor light from Simon Wright. Pitch: "Transforms the dark of night into light and bright ... no wiring, electricity or extension cords required." www.SmartNightLight.com
   Prediction: Unlikely to succeed
   Most houses have a wired outside light, so I'm not sure why anyone would need this.
    
5. The SKrAPr ($19.99). A surface scraper from Handy Home Products. Pitch: "Will remove virtually any unwanted substance from any smooth surface in seconds ... without scratching." www.TheSkrapr.com
   Prediction: Bomb
   Scrapers are a commodity item no matter how hard you pitch them.
    
6. Airless Water Valve (2 pay of $19.95). A mechanical valve that prevents your water meter from reading air. Pitch: "Save up to 40% on your water bill." Starring pitcher Orlando "El Duke" Hernandez. www.AirlessValve.com
   Prediction: Bomb
   Too expensive, requires installation and targets the cheapest of the utility bills. Oh, and Mr. Hernandez should definitely stick to baseball.
    
7. IntelliEar ($14.95). A sound amplifier that resembles a Bluetooth ear piece. Pitch: "Improve your hearing and enhance your image." www.IntelliEar.com
   Prediction: Bomb
   Third to market (after IdeaVillage's Loud 'N Clear and Emson's Silver Sonic XL) with a me-too solution. And the spot is laughably bad.
    

Blog changes for 2010

Perhaps because it's a new year, I'm mixing it up a little and changing the format of the blog yet again. Nothing major. Just trying to keep it lively and get those regular updates out to you as quickly as possible.

In order to do that, my Weekly Round-Ups will be more condensed, and I won't be providing a SciMark Seven score for these items. The way I see it, if an item needs an S7 analysis I should be writing a full review.

Speaking of which, I plan to write a lot more reviews. (That's in addition to the exclusive reviews I'm writing for Response magazine.)

But the biggest change to the blog this year is that I'm going to start making predictions. That's right, I'm actually going to make a call: hit, bomb or somewhere in between. Look for these predictions on the blog going forward.

Of course, my thoughts about a campaign will still be based on a SciMark Seven analysis, and I will be using that framework to explain why I came to a particular conclusion. But from now on, it will be crystal clear whether I think a campaign has a shot of making it onto the charts.

Finally, I'm planning to re-introduce another feature in just a few days. Rather than ask people to write guest posts this year, I've decided to conduct interviews. This will only happen when an important issue pops up in the industry, and I think an expert's perspective would be enlightening -- although I do plan to repeat certain interviews regularly. For example, I intend to ask Dick Wechsler about DRTV media every quarter, since that's a moving target.

As always, I welcome your feedback. If you don't like a change I've made, I want to know. If you love it -- well, I appreciate a pat on the back as much as the next guy.

Oh, and one last thing: Try not to send me hate mail if I predict your campaign is going to bomb! It's just my opinion based on what I know about DRTV. Ultimately, we're all trying to predict the unpredictable (i.e. how consumers will react) and if you get on the charts, I'll publicly admit I was wrong.

Of course, if you give me hell and you don't get on the charts, I may just have to blog about that as well. So beware!

The SciMark Report is now in print!

Starting with the January issue and continuinng every month thereafter (until Tom and John fire me), The SciMark Report will be featured in Response magazine.

Check it out.

More Wisdom from Jack Trout

As I mentioned in a recent post, I'm reading Jack Trout's In Search of the Obvious: The Antidote for Today's Marketing Mess. Here's another passage that peaked my interest because of how relevant it is to our industry:

Psychologists have outlined five basic risks that come into play, depending on what you are buying. They are:

1. Monetary risk. Is it worth the money?
2. Functional risk. Will it work as promised?
3. Physical risk. Is it safe to use?
4. Social risk. How will I look to my friends and neighbors if I buy it?
5. Psychological risk. How will I feel about myself for buying this product?

Thinking about these questions in the context of DRTV, it's clear why certain criteria became essential for success in our industry. For example, one way of explaining why the Divine Seven's "priced right" and "credibility" criteria are important is to talk about how they address monetary risk and functional risk. The below $20 price point all but eliminates the former. Making sure the product is good enough to generate authentic testimonials, pass lab tests and/or perform "right before your eyes" address the latter.

Physical risk is an interesting one. People have an inherent skepticism about the quality of DRTV products. The first question I'm usually asked about any item is, "Does it really work?" Now, raise the stakes by adding the risk of harm if the quality isn't right, and it's easy to see why certain items just aren't feasible for DRTV. Home electrolysis solutions come to mind. I think this may even affect products where bodily harm isn't a big concern. Take eyebrow shapers or home haircut solutions. They probably won't put you in the hospital, but they could cause embarrassing physical mistakes.

Speaking of embarrassment, the idea of social risk also provides food for thought. It's a rule of thumb that 90% of people won't buy off TV. Actually, I studied this once and found it was closer to 92%. We assume this is because of upsells, S&H charges, waiting 4-6 weeks for delivery, etc. But it may also be because of the social risk involved. Family, friends and other peers might make a person feel stupid for buying that too-good-to-be-true gadget off TV. Interestingly, buying the same item from retail might not represent the same risk because then it has the implied endorsement of the retailer. "It must a good product if it's sold at Bed Bath & Beyond," people will think.

Finally, there's psychological risk. How people feel about themselves after buying our products. Do they really end up with that "great deal" feeling we work so hard to engender (with value comparisons, special price reductions and bonuses)? Or do they experience "buyer's remorse" and feel like they were conned? If you haven't lost a little sleep wondering about this, you aren't paying attention. The people we rely on to make our TV campaigns successful call or click to get a $10 deal. But if we're doing a good job, they end up spending $50. Assuming they understand all the charges were necessary and properly disclosed -- and don't think us guilty of outright fraud -- how good do they feel about themselves when they get that bill?

As I mentioned earlier, when I started in this business the statistic was that 90% of people don't buy off TV. When I checked that number myself I found it was up to 92% ... and my research is now close to five years old. I suspect the percentage of people who will take the psychological risk of buying something off TV has continued to shrink. If the feedback I see online or the customer service calls I hear regularly are any indication, our pool of prospects is rapidly diminishing.

What do you think? Post a comment and share your thoughts with me. If you write something particularly thought-provoking, I'll share it in a follow-up posting.

Review: Flexi-Brite

Description: A clip-on, bendable task light
Main Pitch: "The hands-free, flexible, go-anywhere light"
Main Offer: $9.99 for six
Bonus: Three Micro-Flexis, one Extenda-Brite Magna-Lite and batteries for life
Marketer: For Life Products
Producer: Hutton-Miller
Website: www.Flexi-Brite.com
S7 Score: 5 out of 7 (?)
Missing Qualities: Needed, Clear

This campaign has a great shot at succeeding. Unlike the Widget Light, the product is correctly targeted and the uses shown are much more relevant to everyday needs.

My only concern is the offer. In a word, it's confusing. This is always a danger with "kitchen sink" type offers. There just isn't enough time in a two-minute spot to explain everything correctly, so it goes by in a blur. The viewer is left wondering  what she is getting and why she would need it. That latter question is especially relevant here because the Micro-Flexi doesn't look all that different from the regular Flexi, and the offer already includes six of those.

On the other hand, this spot is reminiscent of Mighty Putty (another Hutton-Miller commercial) in that it shows so many clever uses, the whole may be greater than the sum of the parts.

Wisdom from Jack Trout

There's an old metaphor, an expression of humility I love that talks of "standing on the shoulders of giants." One of the giants upon whose shoulders I stand is Jack Trout, author of the foundational advertising book Positioning: The Battle for Your Mind and many other important works.

I've read just about everything Jack ever wrote, and he has definitely helped shape the SciMark philosophy. Right now I am reading one of his latest books, In Search of the Obvious: The Antidote for Today's Marketing Mess. Although it reiterates many of the same lessons Jack has been teaching for years, I'm finding it refreshing. When it comes to marketing strategy, I need a dose of Jack's clarity every so often to refocus my thinking.

Here's an excerpt from the book I found particularly useful:

How do you find the proper (strategic) direction? ... The following is a four-step process:

Step 1: Make Sense in Context
Arguments are never made in a vacuum. You are always surrounded by competitors trying to make arguments of their own ... What you're after are the perceptual strengths and weaknesses of you and your competitors as they exist in the minds of the target group of customers.

Step 2: Find the Differentiating Idea
(Earlier Jack writes) Forty years ago, it was called a unique selling position. In more recent years, it was called a position. In all cases, it's why a customer should prefer your product over the many other choices out there.

Step 3: Have the Credentials
...To build a logical argument for your difference, you must have the credentials to support your differentiating idea, to make it real and believable ... Claims of difference without proof are really just claims ... You can't differentiate with smoke and mirrors. Consumers are skeptical. They're thinking, 'Oh yeah, Mr. Advertiser? Prove it!" You must be able to support you argument.

Step 4: Communicate Your Difference
... Better products don't win. Better perceptions tend to be the winners.

As I read this, I thought about how well it applies to our industry and how much my approach to DRTV (e.g. my S7 checklist) has been influenced by this way of thinking. How about you? Are you applying these principles to your advertising strategy? If so, post a comment and tell me about it.

Rounding Out the Year, Part 2

1. PERFECT MEATBALL
Description: A special pan for cooking meatballs
Main Pitch: "The fast easy way to make mouthwatering meatballs that never sit in fat"
Main Offer: $19.95 for one with recipe guide
Bonus: Quick-prep food chopper
Marketer: Allstar Marketing
Producer: The Schwartz Group
Website: www.PerfectMeatball.com
S7 Score: 6 out of 7
Missing Qualities: Needed (?)
Comments: The score I gave this one is deceptive because I think the product is missing a critical quality: It doesn't solve a real problem. I won't pretend to speak for America, but I doubt imperfect meatballs are anything more than a minor nuisance to most people.

2. CRAZY CRITTERS
Description: A stuffing-free squeak toy for dogs
Main Pitch: "Lies flat, and it doesn't have one bit of stuffing for your dog to get at"
Main Offer: $10 for the Flippy Fox
Bonus: Rascally Raccoon FREE (just
Marketer: Telebrands
Producer: Blue Moon Studios
Website: www.BuyCrazyCritters.com 
S7 Score: 5 out of 7
Missing Qualities: Needed, Different (?)
Comments: Excellent commercial. Bad product. It can be tempting to view pet products as one of those "anything will sell" categories, but there are limits. You still need to solve a real problem and have a point of difference that matters to people.

3. GOLD'S GYM ABS
Description: An ab exerciser
Main Pitch: "Fun, fast and most importantly, it works"
Main Offer: $49.95 for one
Bonus: Exercise ball, three workout DVDs and a healthy eating guide
Marketer: Icon Health and Fitness
Website: www.GoldsGymAbs.com
S7 Score: 4 out of 7
Missing Qualities: Different, Uncrowded, Motivating (?)
Comments: Is the Gold's Gym brand worth this much of a premium? I think not. More to the point, this product isn't different enough or credible enough to become the next ab hit. To me, it's less innovative than previous solutions.

4. CHILL AWAY
Description: A fleece without a zipper
Main Pitch: "The super-stylish, cuddly shawl with sleeves"
Main Offer: $9.95 for one in black, periwinkle or plum
Bonus: Second one free (just pay additional P&H)
Marketer: Allstar
Website: www.GetChillAway.com
S7 Score: 4 out of 7
Missing Qualities: Needed, Different, Uncrowded (?)
Comments: It's clear this is meant to be a line extension to Snuggie, but this may be an extension too far. A fleece shawl with sleeves is really just a fleece without a zipper. I'm not sure why anyone would want that.

5. KNIFTY KNITTER
Description: A simplified knitting system
Main Pitch: "The fast, fun and easy way to knit almost anything you can imagine"
Main Offer: $19.99 for several looms, finishing needle, hook tool and project booklet
Bonus: Project DVD
Marketer: Provo Craft & Novelty
Website: www.MyKnitter.com 
S7 Score: 4 out of 7
Missing Qualities: Needed, Targeted, Clear (?)
Comments: The craft category has a terrible history when it comes to DRTV. I think that's because the market is too narrow to sustain a rollout campaign. Add to that a slightly cheesy, too-young creative with a confusing offer, and you have a campaign that is highly unlikely to succeed.

Prepared by Lynda J. Moore.

Review: Kuttles for 2

(E-mail readers click here to see the spot.)

Description: A knockoff of Snuggie, but this one's for two people
Main Pitch: "Lets you cuddle in comfort and freedom with the one you love"
Main Offer: $19.95 for one in deep ocean blue, radiant red or precious pink
Bonus: None
Marketer: National Express
Website: www.BuyKuttles.com
S7 Score: 2 out of 7 (?)

This commercial reminded me of a classic exchange from the movie There's Something About Mary:

Hitchhiker: You heard of this thing, the 8-Minute Abs?
Ted: Yeah, sure, 8-Minute Abs. Yeah, the exercise video.
Hitchhiker: Yeah, this is going to blow that right out of the water. Listen to this: 7... Minute... Abs.
Ted: Right. Yes. OK, all right. I see where you're going.
Hitchhiker: Think about it. You walk into a video store, you see 8-Minute Abs sittin' there, there's 7-Minute Abs right beside it. Which one are you gonna pick, man?

You heard of this two-sleeve blanket thing? This is going to blow that right out of the water. Listen to this: A blanket with three sleeves. Which one are you gonna pick, man?

Joking aside, this one came close to failing every single one of the S7 criteria. Needed? Not unless you find the inability to hold hands outside of a blanket to be a real problem. Is this meant for parents to give their teenagers? "No regular blankets when Johnny is over! You have to wear this, so I can see your hands at all times!"

Correctly targeted? I don't think you can slice a market any narrower than "people who want to wear a Snuggie at the same time and in the same place as someone else."

Different? Only if you live in an area with no TV and no major retail outlets. Scratch that. I think Snuggie is even selling well in tractor catalogs.

Uncrowded category? See tractor catalog comment above.

I could go on, by why bother? This is a very disappointing effort from a company that is known for good products with solid DRTV fundamentals. I can't imagine what they were thinking. This item is a retail line extension for Snuggie -- at best.

Rounding Out the Year, Part 1

A bunch of items were tested before the holidays that I haven't reviewed yet. Over the next few days, I will finish up the year.

1. DIVINE MIRACLE LIGHT
Description: A votive candle holder with a hidden surprise
Main Pitch: "The warmth of the flame instantly reveals a hidden, full-color image of our Lord right before your eyes"
Main Offer: $19.95 for one
Bonus: Virgin Mary Divine Miracle Light
Marketer: Tristar
Website: www.DivineMiracleLight.com
S7 Score: 5 out of 7
Missing Qualities: Needed, Targeted (?)
Comments: IdeaVillage/Blue Moon's Prayer Cross is one of those odds-defying hits (like Allstar's Snuggie) that is bound to inspire imitators. The problem is you have to get the product and the marketing exactly right. In this case, they got the item wrong. The genius of the Prayer Cross is its broad appeal: It appeals to all Christians in a country that is 76% Christian. But this type of candle will only appeal to Catholics (23.9% of the population). Most Protestants (51.3% of the population) don't light candles when praying, and the Virgin Mary is just another Biblical figure to them. That means the market is going to be too narrow to support a mass-media campaign. Oh, and as Lynda points out, this product is also a fire hazard!

2. PERFECT FIT BUTTON
Description: An easy to install button for pants
Main Pitch: "The quickest, easiest way to add or reduce inches on the waist band of your pants"
Main Offer: $10 for eight
Bonus: Shoes Under (just pay separate S&H)
Marketer: Telebrands
Website: www.PerfectFitButton.com
S7 Score: 4 out of 7
Missing Qualities: Needed, Different, Motivating (?)
Comments: One problem I have with this item is its low perceived value. Throwing in Shoes Under to solve the problem is trying too hard, and I wonder how that strategy will play with the retailers. I also think the product doesn't meet the "enough" threshold when it comes to the "needed" and "different" criteria.

3. BOSOM BUDDY
Description: An exercise device for the chest and arms
Main Pitch: "Can help restore your natural, sexy lift and reduce breast sag"
Main Offer: 2 payments of $14.95 with instructional DVD
Bonus: Upper arm firming gel (just pay separate P&H)
Starring: Gigi Emeta, personal trainer
Website: www.BuyBosomBuddy.com 
S7 Score: 4 out of 7
Missing Qualities: Different, Engaging, Motivating (?)
Comments: Love the name (remember Tom Hanks back then?) but not the campaign. First, this product idea isn't new. It goes back decades and was tried on DRTV recently without success. Second, the perceived value of the item isn't high enough to justify attempting to violate the $20 price barrier. Third, the spot and its spokesperson leave something to be desired. I'm sure Gigi is an excellent personal trainer, but being a spokesperson requires special skills she hasn't perfected yet.

Prepared by Lynda J. Moore.