Description: An electric callus remover
Main Pitch: "Eliminate dry, hard skin and calluses in just a few seconds"
Main Offer: $10 for one with three heads
Bonus: 2nd set plus satin robe (just pay S&H)
Prediction: On the fence
A power Ped Egg is a great idea. In a few years, it could be as big as its predecessor -- or possibly even bigger. But now? It's too soon.
This is always an interesting conversation when it arises in DRTV conference rooms. I call it "The Phoenix" conversation. (And yes, I have noticed that I have a tendency to reference mythology. Someday, I will do an article or seminar on The Siren & The Phoenix). This conversation starts when someone asks the big question: How long before a DRTV hit can rise again? Some say seven years. Some say three.
I say it depends on too many factors to determine a set number. Some of these: How long since the item was last available? Some items have longer "tails" at retail than others. And how different is the new item? Identical items seem to fail more often than not (see my Old Gold? archive). But old items with a twist (Moving Men becomes EZ Moves, Quick Chop becomes Slap Chop) seem to do better, perhaps compressing the time required for a Phoenix to rise from the ashes.
In this case, although there is an important twist (power), I think it's way too soon to call Ped Egg an "old item." If this campaign works, it won't live up to its full potential because the low-hanging fruit has already been picked.