Description: A jar scraper
Main Pitch: "Retrieves virtually all your beauty product from the container"
Main Offer: $10 for one
Bonus: 2nd one (just pay separate S&H) plus three cosmetic jars and a clear cosmetic pouch
Website: www.GetLastDrop.com
Prediction: Bomb
One of they key questions anyone should ask when considering a product for DRTV is, "Does it solve a problem?" It's DR 101. With the SciMark Seven, I went a step further to include the concept of "enough." Is the problem big enough or painful enough to motivate a purchase? And lately, I've been going a step further by expressing "enough" as a 10-point scale with "1" being a minor annoyance and "10" being some serious pain.
On my new "DRTV Pain Scale," then, I would give this product a "3" -- at best. That is, this "problem" is really just an annoyance. (The first testimonial even uses that exact word.)
The opening to this commercial underscores the point with a statement that has no real teeth. "Never waste your beauty products again" doesn't translate into anything meaningful for people. They do try to contrive a problem later by suggesting "up to 25% of creams and lotions" are wasted, but that claim will have zero credibility for the average person. And there are many other problems with this campaign, not the least of which is the weak value of the offer.
At the last Inventor's Day I attended (see item #7), another solution to this problem was presented, but the Telebrands' team was smart enought to shoot it down. That should have happened here: This is not a DRTV item and, frankly, not much of an item at all.
