April 04, 2012

Telebrands Round-Up

Telebrands has launched so many new tests in the last week or so, I am dedicating an entire round-up just to them!

 

Review: Angel Straps

Description: Decorative bra straps
Main Pitch: "The ultimate bra accessory to glamorize your bra straps"
Main Offer: $10 for one set
Bonus: Heart Angel Straps (just pay a separate fee)
Producer: Monte-Brooks
Website: www.AngelStraps.com
Prediction: On the fence

Without conducting some market research, I have no idea if this solves a real problem or would appeal to most women. From a practical standpoint, it looks like women would have to use a bra without straps or remove the straps from their bra, and that strikes me as a potential sales-killing negative.

 

Review: Doggy Pocket

Description: A safety seat for dogs
Main Pitch: "Now your dog can ride in the car safely and comfortably"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay a separate fee)
Website: www.BuyDoggyPocket.com
Prediction: Unlikely to succeed

There is definitely something to the idea of a car safety device for dogs, and there have been several attempts to market one on DRTV (see here and see here). However, this particular solution 'segments the segment' because it would only work with smaller dogs.

 

Review: Klever Kups

Description: A refillable 'K cup'
Main Pitch: "Enjoy the convenience of a single serve coffee maker with your own coffee ... for just pennies a cup"
Main Offer: $10 for two with Klever Scoop
Bonus: Double the offer (just pay a separate fee)
Producer: Concepts TV
Website: www.KleverKups.com
Prediction: On the fence

Single-serve coffee machines that use 'K cups' have taken the market by storm, and I've heard that certain retailers are making big bets on the technology. That said, I always recommend that DRTV marketers avoid new trends because it takes quite a while for new solutions to achieve full market penetration. Right now, K-cup users are a segment of a segment -- still a niche and not yet mass. Add to that the fact that solutions like these are already available at certain retailers, and the odds for this are pretty slim. That said, this is the first time the K-cup market has been tested, so I will reserve judgment for now.

 

Review: Light My Purse

Description: A purse light
Main Pitch: "Find any item instantly ... no more fumbling through your things"
Main Offer: $10 for one with gold Purse Hook
Bonus: 2nd one with silver Purse Hook (just pay a separate fee)
Producer: TV Winners
Website: www.LightMyPurse.com
Prediction: Unlikely to succeed

Both of these items have been tried before without success. IdeaVillage tried its Purse Brite light as a separate item a few years back, and Telebrands itself tested the Hollywood Purse Hook in 2007. (Another marketer tried a similar solution in 2008.) I am not one who believes that combining two losers will result in a winner.

 

Review: Sweeper Bot

Description: A robotic sweeper
Main Pitch: "Cleans your house so you don't have to"
Main Offer: $19.99 for one with three microfiber pads
Bonus: Double the offer (just pay a separate fee)
Producer: Sullivan Productions
Website: www.GetSweeperBot.com
Prediction: Likely to succeed, but ...

I've loved this pitch since I saw my first Roomba, and at this price the solution is finally afforable for most Americans. That said, the Roomba craze has died down considerably since it first began, and at $20 there is no way this product will deliver on the same promise or meet the high consumer expectations set by its inspiration. In that way, it reminds of another Telebrands: RoboMaid.

4 comments:

  1. The Klever Kup thing is, well, clever, but you usually get one included in a Mr Coffee Kuerig coffeemaker.
    Interesting to see if it makes it as a gift item or purchased by coffeemaker owners.
    Or not at all

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  2. Klever Kups is cancelling orders? I just got a post card in the mail. I went to their website and they are still trying to sell them...what is up with that. Postcard stated they could not fill the order and it would not ever be filled....wow! Guess that was a flop. I am buying an Ekobrew instead...has great reviews on Amazon

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    Replies
    1. Another company picked up the idea and is running with it. Look for "Cafe Cup," coming to a store near you.

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  3. Klever Kups and Cafe Cup have the same exact commercial. I think they simply renamed their product.

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