McAlister & Miller on NBC's Today show

Top Dog Direct (formerly Media Enterprises) President Bill McAlister and top producer John Miller recently appeared on NBC's Today show to promote the relaunch of Mighty Putty. Top pitchman Marc Gill also has a cameo.

You can watch the video below or here.

 

Visit NBCNews.com for breaking news, world news, and news about the economy

Ed Kelly, RIP

I recently learned the sad news that Ed Kelly of National Express passed away before the holidays. He was 53.

Norwalk's The Hour has the obituary.

Our belated condolences to the Kelly family.

HD Vision Night Vision Wraparounds

Description: Night vision glasses
Main Pitch: "Fit over your existing glasses and dramatically improve seeing at night"
Main Offer: $10 for one pair
Bonus: HD Vision Wraparound Sunglasses (just pay S&H)
Marketer: IdeaVillage
Producer: NexTV
Website: www.HDNightVision.com
Prediction: Likely to succeed

This is IdeaVillage's answer to Night View (#9 in this Weekly Roundup from June). Despite the paragraph-long brand name, I think it will do well -- especially at retail, where this distributor will surely dominate.

As for the creative, I found the in-car testimonials to be strange. If they were set up in some way -- perhaps as the DR version of Cash Cab? -- they might have worked better. With no explanation, they weren't very credible, and that defeats the whole purpose of testimonials.

Interesting footnote: Night vision glasses were the original bonus for HD Vision Wraparounds when they were launched back in 2008, so five years later IdeaVillage has essentially reversed the pitch.

Plug Purse

Description: A purse with a built-in phone charger
Main Pitch: "Holds enough power to completely recharge your cell phone"
Main Offer: 2 pay of $19.99 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Producer: Kerrmercials
Website: www.PlugPurse.com
Prediction: Unlikely to succeed

Purses are a tough sell on DRTV. I think that's because the bar is extra high: In order to get a woman to sacrifice fashion, the function of the purse has to be super-compelling. Allstar hit that bar with the Buxton Bag in 2008, but no other company has been able to hit it since.

As for this item, I don't see how taking a purse and adding a phone charger -- something that has been tried many times on DRTV without real success -- will even come close to hitting the bar. The high price won't help matters, either.

Weekly Roundup

1. Nina Silk. Pitch: "The painless way to twist and lift hair away." Comments: An apparent 'fast fail' (link goes to the spot). One possible reason: It's pitched like IdeaVillage's Smooth Away, which peaked only four years ago and had low customer satisfaction. [ss]
 
2. Amazing Tank. Marketer: Hampton. Producer: Huton-Miller. Pitch: "The kid-friendly aquarium that cleans itself like magic." Comments: This is the HydraQuarium under a new name and with a new creative by the masters of "kid-friendly" DR. [ss]
 
3. Duovet. Pitch: "The dual-temperature duvet." Comments: This was clearly brought to market by someone who knows very little about the DRTV business. [ss]
 
4. Light Up Links. Producer: Hutton-Miller. Pitch: "The building links that light up your imagination." Comments: This has elements of the old Allstar hit Bendaroos and also reminds me of a neat invention from a few years ago called Laser Pegs. Thinking about what made those items successful, I see the same potential here. [ss]
 
5. No Freakin' Way. Pitch: "The game that finds out how much money it would take for your friends or relatives to do some wild and crazy things." Comments: I can't think of another board game that was launched using DRTV ... and there's probably a good reason for that. [ss]

Weekly Roundup

Dueling Key Locators

1. Key See. Pitch: "The motion-activated key locator that illuminates your keys instantly." Comments: See below. [ss]
 
2. Key Brite. Producer: Concepts TV. Pitch: The "foolproof key finder that glows bright day or night." Comments: I'm too late to the party to make this an official duel. The first item was an apparent 'fast fail,' anyway. I'm not sure of the fate of this item, which has a much better design, but I think it is also unlikely to succeed. The problem is too low on the scale. [ss]
 
3. Cosmetic Express. Marketer: Spark Innovators. Producer: Monte-Brooks. Pitch: "The convenient cosmetic carryall that turns into a magical makeup mat." Comments: Tough category, but I like this product. [ss]
 
4. Dual Plunger. Marketer: Spark Innovators. Pitch: "Snake and plunge at the same time and clear any clog in seconds." Comments: I'm going to reiterate my "s**t solutions don't sell" theory here and predict failure for this one. More specifically, I've never seen a plunger work on DRTV, and several have been tried (e.g. Presto Plunger, Pushover Plunge). [ss]
 
5. Handy Lantern. Pitch: "The sturdy, portable and powerful LED lantern that gives you bright light wherever and whenever you need it." Comments: As I mentioned last week, I know firsthand that this is a Siren category. [ss]
 
6. Kennedy Memorial Coin. Producer: Greenberg Direct. Pitch: "50 years later ... remember a great president." Comments: Fits the model (commemorative, coins), so I see no reason why it wouldn't do well. [ss]
 
7. Mix N Bake. Marketer: Spark Innovators. Producer: Concepts TV. Pitch: "Lets you mix and bake neatly, completely in just one pan." Comments: I don't bake, but this strikes me as a solution in search of a problem. The 'save a pan/pot/dish' argument never really works in DR. And this looks messy, too. [ss]
 
8. Sun Genie. Starring: Anthony Sullivan. Producer: Sullivan Productions. Pitch: A solar-powered lantern that's "the greatest invention since the light bulb." Comments: Hyperbole much? I'll admit this is one of the cooler lanterns I've seen -- but it's still a lantern (see comments above). I liked the demos, though. [ss]
 
9. Twist Ease. Producer: Monte-Brooks. Pitch: "Not a braid, but a unique hair accessory that puts a new twist in hair for endless hot styles." Comments: An apparent 'fast fail.' One of the 49 if my math is right. [ss]
 
10. Wedgy Wedge. Pitch: "The ultimate comfort solution that delivers support in the areas you need." Comments: If the third time is never the charm, what's the 8th time? (See my Backtastic and Happy Back reviews.) I know: Someone not paying attention! [ss]

Tow Truck in a Box

Description: Tire traction aids
Main Pitch: "The fast, easy way out of anything your tires can spin into"
Main Offer: $19.99 for one box
Bonus: None
Marketer: Tristar
Website: www.TowTruckInABox.com
Prediction: Unlikely to succeed

I can think of at least three reasons why this won't work. First, this type of item has been tried before without success under the name Tread Ahead. In fact, I used the item in my December 2011 Response column to illustrate my next point ...

Preparedness is the opposite of impulsiveness. Like flat tires and dead batteries -- and the ill-fated DR products that have tried to solve these problems -- this kind of car calamity doesn't happen often enough to motivate people off the couch. Only a small segment of the population (i.e. the anal-retentive) would carry an item like this in their trunk.

Lastly, this is really a seasonal item. The only people who expect to get stuck in the mud are off-roaders, a segment of a segment to be sure. The only time anyone else might get stuck is when there's a snowstorm, and such storms only affect certain regions of the country certain times of the year. (Refer back to point No. 2 for the type of people who worry about such storms.)

Weekly Roundup

Watch the EverLight commercial

1. EverLight. Pitch: "The light that automatically goes on when the power goes off." Comments: A 'fast fail' from yours truly. Take it from me: This is a Siren category. [ss]
 
2. Airman. Marketer: InvenTel. Pitch: "The all new radio-controlled super hero of the sky." Comments: This is very cool. Toy distribution can be tricky for dilettantes, but otherwise I can see this doing well -- especially in Q4. [ss]
 
3. Custom Genie Bra. Marketer: Tristar. Pitch: "The first convertible bra that custom conforms to you." Comments: The latest addition to the line. I like the pitch. [ss]
 
4. Effortless Sheets. Starring: Susan Williams. Pitch: "The world's first top sheet that's fitted at the bottom." Comments: A solution in search of a problem. Prediction: Bomb. [ss]
 
5. Flexy Cord. Pitch: "The expandable, tangle-free, self-coiling extension cord." Comments: An apparent 'fast fail.'
 
6. Pocket Hose Ultra. Starring: Richard Karn. Marketer: Telebrands. Pitch: "Three times stronger with a lifetime guarantee." Comments: Given how many of these hoses Telebrands has sold, it makes sense to try extending the line. [ss]
 
7. Pocket Juice. Pitch: "Stay charged while on the go -- wherever and whenever." Comments: Speaking of Sirens, this has become a Siren product. Sailors beware. [ss]
 
8. Tomato Garden Caps. Pitch: "Enjoy great-tasting tomatoes and strawberries all year long." Comments: Another apparent 'fast fail.' [ss]
 
9. Rack Trap. Starring: Marla Schultz (the inventor). Pitch: "An undetectable one-size-fits-all personal bra pocket." Comments: Allstar already tried this concept under the name Secret Keeper. But I love their name! [ss]
 
10. Trust Coin. Producer: Greenberg Direct. Pitch: "Show your allegiance to principles the United States was founded upon." Comments: From what I know about this category, which admittedly is very little, this seems like it hits all the right notes. [ss]
 
11. World Class Knife. Starring: Marc Gill. Pitch: "The best features of a gourmet French chef's knife and a classic Japanese chef's knife." Comments: With one notable exception (IdeaVillage's Yoshi Blade), single knives haven't fared well on DRTV -- although it seems Telebrands is making a serious run at bringing Aero Knife to market. As for the creative, I'm impressed! I didn't realize Marc was such a skilled 'knife worker.' [ss]

My Spy Birdhouse

Description: A see-through birdhouse
Main Pitch: "Watch up close birds nesting and feeding their young"
Main Offer: $14.99 for one with 2-way mirror & privacy curtain
Bonus: My Spy Bird Feeder (just pay P&H)
Marketer: Hampton/Lenfest
Producer: Hutton-Miller
Website: www.MySpyBirdhouse.com
Prediction: Likely to succeed

Want to spy on a mother while she is feeding her baby? You’re a sicko who ought to be arrested. Want to spy on a mother bird while she is feeding her baby? You’re a nature lover with a healthy curiosity. Such is the double standard other species must endure.

Fortunately, kids don’t care much about animal privacy: They just want to see really cool stuff up close. That’s why I can see this project doing well. What it lacks in the problem-solving area, it makes up for in uniqueness and ‘wow factor.’

Hot Bob

Description: A hair accessory
Main Pitch: "Turns long locks into a beautiful faux bob without scissors"
Main Offer: $10 for one set (2 flexibands, 2 ponytailers)
Bonus: 2nd set (just pay P&H), style guide & storage case (free)
Marketer: Allstar
Producer: Monte-Brooks
Website: www.BuyHotBob.com
Prediction: On the fence

For what it's worth: I like this item. Not because I have any sort of "finger on the pulse" of what's in style (far from it), but because it allows women to experiment with a look that is usually permanent, temporarily. That's different and, if DR criteria apply at all to this category, different should be good.

That said, I have to wonder how viable this category really is. Looking at the track record, I still must conclude that hair is a 1 in 50 category. Just because Allstar found two hits close together (Hot Buns, Hot Huez) doesn't mean the industry won't have to go through 98 more items to find the next hit.

Skinny Steps

Description: A weight-loss system
Main Pitch: "Retrains your body to be skinny again by simply walking"
Main Offer: $10 for the 'Secret Success Formula,' 'Slim Eating Secrets,' Quick Start Chart and Talking Pedometer
Bonus: Skinny Belt (just pay a separate fee)
Marketer: Telebrands
Website: www.GetSkinnySteps.com
Prediction: Unlikely to succeed

I continue to give Telebrands credit for trying different things. If anyone has the funding and capacity to go outside of the box once in a while, it's this company, so it makes sense for them to take a few flyers every year. It's how exceptions to the rules are discovered and, in that sense, those who are paying attention are getting free "market research" on Telebrands' dime.

So what is Telebrands' research team up to here? One, they are trying to disprove the popular theory that fitness programs can't work on short-form DRTV. Two, they are testing my hypothesis that "kitchen sink" offers cause so much confusion that they kill the sale (whether they realize that or not).

As for that offer, it's a basket of failed (pedometer) or recycled (belt) DRTV items with a few ideas borrowed from the book business Telebrands is trying to build (see my review of Dump Cakes).

Incidentally, that last sentence explaining the offer was difficult for me to write in a way that was clear, which does not bode well for this project.

Go Belt

Description: A storage belt for small personal items
Main Pitch: "Hands-free security that stays in place, right around your waist"
Main Offer: $10 for one with Go Wallet
Bonus: Double the offer (just pay S&H)
Marketer: IdeaVillage
Producer: Sullivan Productions
Website: www.GetGoBelt.com
Prediction: Unlikely to succeed

This item reminds me of the SPIbelt that was tested years ago and never heard from again (but apparently does fine online and in certain sporting goods chains). I think my comments back then are still relevant and apply here:

[T]his item gets a checkmark in every category except 'problem solver.' That’s because it only solves a pressing problem for runners. But here’s the Catch 22: If you were to narrow the pitch to hit that target demographic, you wouldn’t be talking to the mass market or the older DRTV buyer any longer.

The commercial does make a noble effort to expand the uses for the item beyond outdoor fitness, but I just don't think any of those uses are particularly motivating. Moreover, the fanny pack crowd -- insomuch as they still exist -- won't believe this is roomy enough to replace their old standby.

Nite Brites

Description: Light-up slippers
Main Pitch: "Soft, cozy, warm slippers that light up with each step you take"
Main Offer: $29.95 for a pair
Bonus: Free shipping
Marketer: Ontel
Producer: As Seen on Productions
Website: www.MyNiteBrites.com
Prediction: Likely to succeed

This is a cross between Stompeez and Glow Pets. Seems like a winner to me.

As long as the public and retailers continue to have an appetite for these items, I see no reason why Ontel can't keep going, year after year. They seem to have an endless supply of good ideas. The only real threat to the business is fratricide.

Best Pot Pie

Description: A pot pie maker
Main Pitch: "Enjoy homemade pot pies as good as grandma's -- and it's faster than frozen"
Main Offer: $10 for a 2-pie tray, 2 crust cutters, recipe guide
Bonus: 2nd tray, Lift & Serve Spatula (just pay processing)
Starring: Chef Tony Notaro
Marketer: SAS Group
Website: www.BestPotPie.com
Prediction: Unlikely to succeed

I have two criteria for success in this category: Either the cookware must solve a problem (e.g. Orgreenic, Perfect Meatloaf), or the food it makes must be something you can't easily find at the store (Perfect Tortilla). I have observed that items that don't meet these criteria fail.

For example, every attempt at selling a pizza maker on TV (e.g. My Perfect Pizza, Pizzalicious, Perfect Pizza) has failed because pizza is so easy to order or pick up from the frozen food section. Pot pies are easy to find in that same section -- the commercial acknowledges as much with the line "faster than frozen" -- and are not nearly as popular as pizza.

Weekly Roundup

1. Lobe Magic. Starring: Taylor Baldwin. Pitch: "The instant solution for heavy earrings and damaged lobes." Comments: This is an old Telebrands' item originally called Ear Lifts (No. 49 on the JW Annual in 2007). I might have made this an "Old Gold" feature, but I don't recall it doing very well back then (more like "Old Silver"), and I don't see it going very far now. Solid creative, though. Taylor always does a great job. [ss]
 
2. Convectop. Pitch: "Transforms your stovetop into a gourmet-style convection oven cooker." Comments: Amateur hour. The giveaways: Forced rhymes, "revolution," "space age," "be one of the first 500 callers" and a price double the limit for DRTV. [ss]
 
3. Cordini. Pitch: "Cord keeper makes unsightly cords disappear." Comments: Installation, shock danger and a problem that is low on the problem scale. Prediction: Bomb. [ss]
 
4. Curl Secret. Marketer: Conair. Pitch: "Hair goes in, curls come out." Comments: Hair curling devices appear to be trending, but this one's a lot more expensive than Telebrands' Curlicue (3 pay of $49.99). [ss]
 
5. Scrub N Slide. Pitch: "It's never been easier to have soft, smooth and irresistibly touchable skin." Comments: An over-engineered solution in search of a problem. [ss]
 
6. Show No Socks. Pitch: "The socks that don't show." Comments: Trying to convince people "peds don't work" is a tall order and makes this a classic 'better than' product. [ss]
 
7. Style Bright. Marketer: IdeaVillage. Pitch: The hair lights that "flash and glow wherever you go." Comments: A 'fast fail.' [ss]
 
8. Temptooth. Pitch: "Missing a tooth? Replace it yourself." Comments: Truly bizarre! [ss]

Dueling Veggie Pasta Makers

Skinny Gourmet

Description: A veggie pasta maker
Main Pitch: "Twists fresh vegetables into healthy pasta dishes"
Main Offer: $14.99 for one with fitted cheese grater, recipe book
Bonus: Pop & Peeler (just pay S&H)
Marketer: IdeaVillage
Producer: The Schwartz Group
Website: www.GetSkinnyGourmet.com
Prediction: Unlikely to succeed

Veggetti

Main Pitch: "Make mouth-watering zucchini and squash pasta in seconds"
Main Offer: $14.99 for one with recipe book (updated price)
Bonus: Double the offer (just pay P&H), Super Slicer (free)
Marketer: Ontel
Website: www.BuyVeggetti.com
Prediction: Unlikely to succeed

I already shared my thoughts about this product in the November issue of Response magazine, so I won't have much to add here. I have no comment on the two brothers dueling as this has become fairly common: We had Dueling Plush Lights earlier this year, Dueling Pillows last year and dueling ceramic pans the year before that.

I will say that IdeaVillage is a little late to this party -- although I do like their commercial a bit better. I am not sure who would win a battle at retail between these two, if it came to that, but I think the point is moot given that neither is likely to roll out.

I should also add one positive note about the product that didn't occur to me earlier: This vegetable pasta is said to be "gluten free," and I know that has become a popular dietary requirement. I don't think it's enough to make this one a winner, but it could help the CPO a bit.

SciMark Report from November Response

Ontel's Veggetti

The print edition of the SciMark Report for November is now available on the Response Website.

The items covered include: Ontel's Veggetti [ss], Telebrands' Dump Cakes [ss] and Edison Nation's Magic Bristle Gloves [ss].

Coming Soon

And here's a sneak peek at what I'll be covering in the final issue of the year:

• Vince Offer's Invinceable all-purpose cleaner
• Allstar's Handy Charge device charging station
• Lee Reherman's The Kruncher

Check out the December issue of Response to see what I have to say about these new projects.

Weekly Round-Up

Watch the Sammich Shapers commercial

1. Sammich Shapers. Pitch: "Turn ordinary sandwiches into extraordinary lunchtime treats." Comments: Written by yours truly. [ss]
 
2. Genie Sport. Marketer: Tristar. Pitch: "Amazing shape, lift and support." Comments: Another addition to the line. [ss]
 
3. Jidue. Starring: Forbes Riley. Pitch: "Combines the ancient principles of acupuncture and massage to help you ... fall asleep fast, sleep soundly and wake up refreshed." Comments: I just don't ("jidon't"?) see anyone but hard-core insomniacs trying this, let alone paying a hefty $120 to keep it. Also, the acupuncture pitch and odd wording in places make me suspect this one was taken directly from an Asian infomercial. [ss]
 
4. Miracle Grill Mat. Pitch: "Turns just about any grill into a non-stick, easy to clean surface." Comments: I'm trying to figure out if this is the same item as the Magic Grill Mat I reviewed in September. This creative and pitch are a lot better, but we are way outside of grill season! [ss]
 
5. Perfect Pie Cutter. Pitch: "Angled blades cut your pie into perfect slices." Comments: This would have been a good companion for Marc Gill's Perfect Server (HT: AF). Of course, even the two combined wouldn't have half a shot. This is a seasonal catalog item -- at best. [ss]
 

New Column: Ask the Expert

I've been asked to write a new column for the folks over at AsSeenonTV.com titled, "Ask the Expert." Each post will answer a DRTV question in an advice-column style.

My inaugural column addresses a question I was recently asked by an agency account rep: "How do you know a product test has a shot at being successful?"

Click here to read my answer.

Pop Top

Description: A jar opener
Main Pitch: "Lets you pop loose any lid with just a touch"
Main Offer: $10 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Producer: The Schwartz Group
Website: www.GetPopTop.com
Prediction: Unlikely to succeed

Opening jars can certainly be a problem from time to time, but how big of a problem is it? I ask because the few attempts to solve it with a DRTV product have been met with a yawn from prospective buyers.

For example, not even the huge success of the One Touch Can Opener could keep the One Touch Jar Opener from a quick death. And Black & Decker's expensive contraption for serious sufferers of this problem (Lids Off) would be lost to memory if it weren't for archives like this one.

Still, category history alone wouldn't be enough to kill this one for me if it weren't for the additional credibility challenge. Don't get me wrong: The commercial does a great job of making it look like, as the talented writers at TSG put it, "if you can press a doorbell, you can use" this product to easily punch a hole in a metal lid. I just don't think America will buy it -- literally.

Tak Wrap

Description: A silicone wrap for tools
Main Pitch: "Gives you a cushioned, pain-free grip that will never slip"
Main Offer: $10.99 for three rolls
Bonus: Double the offer (just pay P&H)
Starring: Marc Gill
Marketer: For Life Products
Producer: Hutton-Miller
Website: www.BuyTakWrap.com
Prediction: Unlikely to succeed

Marc Gill makes any product seem super awesome. Hutton-Miller comes up with better demos than anyone else in the industry. But even these marketing masters cannot make America buy a product it doesn't really need ... and that's why I gotta go with a "no go" on this one. I just don't think any of the uses for this product are particularly compelling.

Of course, I was (in)famously wrong about Mighty Putty, and I could be repeating history here. Indeed, the two creatives are similar in that they follow a 'sum is greater than the parts' strategy. In Mighty Putty, no one demo was strong enough to sell the product on its own -- and some were downright silly (e.g. putting a new handle on a mug) -- but there were so many different demos in the spot there was something for everyone. And the rest of the demos combined to create an overwhelming impression that the product was critical to have around.

I can't see the same thing happening here ... But I do love that jackhammer demo!

Pet Command

Description: A dog training device
Main Pitch: "Stops bad behaviors instantly, helps teach your dog new tricks and even finds your pet at night"
Main Offer: $10 for one with training guide
Bonus: 2nd one (just pay P&H)
Marketer: Emson
Website: www.BuyPetCommand.com
Prediction: Unlikely to succeed

In a 2010 duel, Emson and Telebrands both marketed the predecessor to this product, a sonic dog trainer. Emson called theirs PetZoom Sonic Pet Trainer and Telebrands called theirs Bark Off.

This product is trying to be the 'new and improved' version of that not-so-old gold, but I think it comes across as more of the Victorinox version -- my way of saying it's a Swiss Army product.

Is it a sonic trainer? Is it a clicker? Is it a flashlight? The answer is yes, that's confusing, and confusion is a sales killer.

Smart Chopper: Old Gold?

New Name: Fresh Mex Express
Current Marketer: Ontel
Original Hit Year: 1999 (No. 39 on the JW Annual)
Original Marketer: Telebrands
Website: www.BuyFreshMex.com
Prediction: On the fence

(Editor's Note: This post has been updated with the correct historical information.)

Jon Nokes, Bill McAlister, Anthony Sullivan and Telebrands joined forces to make this product a hit in 1999 under the name Smart Chopper (here's a picture). Several versions of it have been tried since then without success. In fact, this is Ontel's third attempt to resurrect the idea.

The first two attempts were the Kitchen King Pro in 2008 and the Triple Chopper in 2009. Both were also done by Anthony Sullivan. National Express tried with the Vidalia Chop It -- starring the late, great Billy Mays -- as well.

So why am I on the fence? Because I really like the marketing ideas on display in this commercial. Salsa is too narrow and too common in the modern era. A manual food processor like Kitchen King Pro is too broad. This one finds the perfect middle ground and stars the ultra-likable David Jones. I think that could be a winning combination.

Pocket Mechanic

Description: A personal diagnostic computer
Main Pitch: "Like having the best car technician right by your side everywhere you go"
Main Offer: $19.99 for one
Bonus: Free 24-hour protection hotline, free access to Website
Marketer: Telebrands
Website: www.GetPocketMechanic.com
Prediction: N/A

This is one of those products that can be made to sound great in a DRTV commercial but has no chance of actually delivering on the promises made. I imagine real diagnostic computers are expensive because they have to work well on all makes and models. A $20 version is unlikely to hit that bar.

I'm also going to guess that diagnostic computers aren't used by the general public because they are technical products that aren't easy for your average Joe or Jane to figure out. There's a reason we don't bother to market anything even remotely technical in DR: It's hard enough to avoid customer service issues with even simple products. No way this one doesn't become a total nightmare.

Hot Designs

Description: Nail-decorating pens
Main Pitch: "The easy-to-use professional nail art kit"
Main Offer: $14.95 for three pens
Bonus: Three more, carrying case, design guide
Marketer: Allstar
Producer: Blue Moon Studios
Website: www.GetHotDesigns.com
Prediction: On the fence

Nails are hot and Allstar's "hot" line is hot (Hot Buns, Hot Huez), so there's a good chance this one will do well.

That's if the second time is the charm: Telebrands tried this concept back in February of 2012 under the name Nail Doodle, and the project did not roll out.

----------
UPDATE: I am informed that SAS Group rolled out with this item in 2004 under the name Nail Dazzle [ss]. The commercial was produced by the old Broadcast Arts (Derek Schwartz & John Miller). It made the Jordan Whitney Annual that year, coming in at No. 67.

I guess we'll find out if the third time's the charm when the first time was "old gold."

Weekly Round-Up

1. Orgreenic Everyday Pan. Marketer: Telebrands. Pitch: "Cook, mix and serve all in one family-size pan." Comments: Posting for posterity only as this one's a line extension selling for $39.99. [ss]
 
2. Bling Dots. Pitch: "Makes wearing earrings more comfortable, more secure and more beautiful." Comments: Seems like a good bonus, but not a stand-alone item. [ss]
 
3. Bling Wraps. Pitch: "Secures your rings in place so stones sit right on top and make jewelry look its very best." Comments: Another good bonus item. I'm not even sure the two items together would make a strong enough offer for DRTV. It's a shame, too, because this marketer clearly invested a lot of money in quality production work. [ss]
 
4. Corner Colander. Marketer: Allstar. Pitch: "Raises the colander from the bottom of your sink to the corner of your counter, leaving those icky germs behind." Comments: A 'fast fail.' (Spot is here.) [ss]
 
5. Gleener. Marketer: Northern Response. Pitch: "The ultimate fuzz and lint remover." Comments: Ontel's Lint Wizard Pro stored lint and fur in an internal reservoir. Vince Offer's Schticky (and Telebrands' Sticky Buddy) were washable and reusable hundreds of times. This item seems to be different from a normal lint remover in design only. Actually, its main demo seems to be removing sweater fuzz, which Ontel rightfully viewed as a more of a bonus-item idea (see Fuzz Wizard). (Spot is here.) [ss]

Weekly Round-Up

Telebrands' Rocket Saw

1. Rocket Saw. Starring: Beau Rials. Marketer: Telebrands. Pitch: "Cuts metal, wood, rubber or plastic with the precision and speed you need to get the job done." Comments: I'm too close to this one to do a full review, which is probably why my opinion is as follows: Awesome all around! If this one doesn't go, I'm going to add tools to my list of bad categories. [ss]
 
2. Cera Temp. Pitch: "The pan that changes color to tell you when it's hot." Comments: Good visual demo, but the site is no longer live. I think DR buyers have probably had enough of pans for a while. (Spot is here.) [ss]
 
3. Finishing Touch Elite. Starring: Patricia (Murphy) Stark. Marketer: IdeaVillage. Pitch: "Erases unwanted hair instantly and painlessly." Comments: Lather. Rinse. Repeat. But 11 years and still going ... [ss]
 
4. Infinity Lights. Pitch: "Create one of a kind light art." Comments: This one strikes me as a total gamble and a good test of the limits of uniqueness as a product criterion. [ss]
 
5. Perfect Ribs. Starring: Marc Gill. Marketer: Allstar. Pitch: "The most amazing, succulent-tasting [sic] ribs every time." Comments: Good spot, but another 'fast fail.' Made me hungry! (Spot is here). [ss]
 
6. Rockin' Knot. Pitch: "Creates perfectly shaped [top] knots every time." Comments: No doubt thanks to the success of Hot Buns and Hot Huez, I'm seeing more hair products these days. Perhaps DR marketers are starting to believe the odds have improved and are now better than 1 in 50 ... but I remain skeptical. [ss]
 
7. Spin Blox. Pitch: "Interlocking blocks and gears that spin and turn into live-action fun." Comments: Neat product that seems to meet the criteria (as far as I understand them). [ss]
 
8. Style Screamer. Starring: Megan Gunning. Marketer: Telebrands. Pitch: Emits a "unique, ear-piercing woman's scream of 130 decibels." Comments: A bizarre prevention product and an understandable 'fast fail.' I did enjoy Ms. Gunning's facial expressions, though. She does a great job! (Spot is here). [ss]

Ankle Angel

Description: A zip-up compression sleeve
Main Pitch: "Get the support and comfort your ankles need"
Main Offer: $10 for one pair
Bonus: 2nd pair (just pay a separate fee)
Marketer: Telebrands
Producer: Concepts TV
Website: www.AnkleAngel.com
Prediction: On the fence

This project represents yet another opportunity to find out if a past success was an outlier or a new category. If it's a hit, then Ontel's Miracle Socks (a True Top Spender in 2011) will start to look like the latter. If it's a flop, the former.

Two other "Miracle" items failed, but I wouldn't be concerned about either one of them. Miracle Slippers were related in name only, and Miracle Hands targeted a part of the body that doesn't seem to have the same special magic as the lower extremities.

A more legitimate concern is that this product would seem to appeal mainly to seniors, and products that skew too old don't seem to have "legs" on DRTV these days. Of course, I mean no offense to the wonderful woman who gives a testimonial in this commercial. She certainly looks young and vibrant ... and strangely familiar.

One last point of interest: This commercial does not pull any punches. It goes right after compression socks, directly indicting them as difficult to put on and take off. I found that curious given the players involved and the fact that Miracle Socks still appears to be widely available at retail.

Bust Buddy

Description: A bust-shaping device
Main Pitch: "Just squeeze and scoop (?) to fight the droop"
Main Offer: $29.99 for one
Bonus: Carrying case, DVD, Neckline Slimmer
Marketer: Hampton
Website: www.GetBustBuddy.com
Prediction: Bust (I couldn't help it)

It's no mystery why the male-dominated DRTV industry keeps trying breast-enhancement products. At the very least, the shoot is a cheap thrill. (Well, maybe "cheap" is the wrong word.) But I am a bit stumped as to why marketers keep trying products like this one ... or why names like "Bust Buddy" get approved, for that matter.

Believe it or not, there is category history here, and we are heading into third-time-never-the-charm territory. The first two attempts were Easy Curves (you have to see it) and B-Lifted -- the latter a product nearly identical to this one from 2010.

It's curious because, aside from an odd clamshell-like device I remember being somewhat popular in the 70s and early 80s, I have never seen anything to support the idea that this would sell. Maybe I am missing a critical piece of information? I did note that the marketer of B-Lifted (SAS Group) is also the original marketer of Neckline Slimmer, the bonus for this project. Hopefully there is a good back story here ... or front story, as the case may be.

Canterbury Crystal Globes

Description: A plant watering device
Main Pitch: "The hand-crafted glass ornament that waters your plants for you"
Main Offer: $14.95 for two
Bonus: Two more (just pay P&H)
Marketer: Allstar
Producer: Blue Moon Studios
Website: www.CanterburyCrystalGlobes.com
Prediction: On the fence

While not as pretty as Aqua Globes, this product features a significant improvement over the design of that earlier hit -- namely, that it can be re-filled without removing it from the planter. But will it matter? Is the concept itself ready to make a comeback?

Aqua Globes peaked in 2008, so I say it's a bit early for that Phoenix to rise again. "Old Gold" items also have a lousy track record of late -- no matter how long ago they were hits. On the other hand, this certainly fits my main criterion for resurrecting success: It takes an old hit and adds a new twist. I give it a 50/50 shot, which is actually saying a lot these days!

Magic Apron

Description: An apron
Main Pitch: "Magically flips on with no strings attached"
Main Offer: $14.95 for one
Bonus: 2nd one (just pay P&H)
Website: www.BuyMagicApron.com
Prediction: Bomb

Experienced DRTV players know it's critical for a product to solve a problem. However, sometimes marketers decide to go forward with a product that doesn't solve a problem, and this creates a dilemma during the creative process that is often addressed with what I call a "contrived problem." This creative offers a perfect example. Here are the opening lines:

Aprons are a hassle to get on and off. The ones that don't untie can leave your hair a mess. You don't want to wear it [the apron], but just a single spot can ruin that dress.

For those playing along at home, that was three contrived problems in a row. It is my assessment that they are presented in the order of 'most contrived' to 'least contrived,' but that last "problem" has been solved since aprons were invented.

Some may argue that there is no other choice but to contrive problems when presented with a product like this. I agree: Skipping the problem and going straight to "Introducing a new kind of apron!" would have been a terrible idea. But that misses the ultimate point: This project should never have gotten a green light in the first place.

Light Rod

Description: An LED light rod
Main Pitch: "Mounts easily anywhere you need light: No need for electricians, plugs or cords"
Main Offer: $19.99 for one with stand & remote control
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Producer: Kerrmercials
Website: www.GetLightRod.com
Prediction: Unlikely to succeed

I think this is a cool product and a great value. (I'm not even sure how they are able to offer it for the price advertised.) But I have to go with category history here yet again. I just haven't seen any evidence that lighting solutions like this one can work on DRTV again. Indeed, I've heard the few that recently rolled out -- maybe "were rolled out" is a better way to put it -- have been duds at retail.

If anyone has any information to the contrary, I welcome your feedback. If not for DRTV history, I would probably predict success for this item.

SciMark Report from October Response

Backtastic

The print edition of the SciMark Report for October is now available on the Response Website.

This month, I write about comfort with a look at Allstar's Backtastic [ss] and Telebrands' Comfy Core Pillow [ss].

Coming Soon

In an effort to bring you the most timely information possible, here is a sneak peek at what I'll be covering in next month's issue:

• Ontel's Veggetti veggie spaghetti maker
• Telebrands' Dump Cakes recipe book
• Edison Nation's Magic Bristle Gloves

Check out the November issue of Response to see what I have to say about these new projects.

Thermalaid

Description: A therapeutic plush toy
Main Pitch: "The cuddly, cooling and huggable heating packs"
Main Offer: $14.95 for one character
Bonus: 2nd character (just pay P&H)
Producer: Hutton-Miller
Website: www.BuyThermalaid.com
Prediction: Likely to succeed

What?! A plush toy Jordan likes? I know! It's crazy! But after 100 attempts, I finally found one that makes sense to me. Adults use hot and cold packs. Why not make one that's kid-friendly?

Other things I like: It isn't trying to be a Pillow Pet, and it doesn't feature a super-cheesy jingle. It just solves a straightforward problem for parents and kids, both of whom are looking for any kind of comfort when the little one doesn't feel well.

Curlicue

Description: A hair curling wand
Main Pitch: "Instantly transforms all types of hair"
Main Offer: $19.99 for one
Bonus: None
Marketer: Telebrands
Website: www.GetCurlicue.com
Prediction: Unlikely to succeed

Either the sound engineer was on vacation during this shoot, or this is a re-edit of someone else's amateur production. Whatever the case, it needs some serious audio work! Putting that aside ...

Hair curling accessories (e.g. Glamour Curls, 30 Second Styler) have a poor track record in short form (Hampton's Air Curler may prove to be an exception), and few have ever tried a hair styling tool -- most likely because of cost.

My guess is that, as with hair coloring, a brand is needed to overcome the credibility barrier for women in this category. Or perhaps a longer format is required to show women what they need to see in order to believe.

Jewelry Magic

Description: A jewelry cleaning pad
Main Pitch: "Restore all your jewelry back to brand new in seconds"
Main Offer: $10 for one pad and cleaning solution
Bonus: Double the offer (just pay P&H)
Starring: David Jones
Marketer: Ontel
Producer: Hutton-Miller
Website: www.BuyJewleryMagic.com
Prediction: Unlikely to succeed

This is another case where I have to let DR history be my guide. Despite several attempts -- Allstar's 7 Second Sparkle, Telebrands' Shake and Sparkle, Telebrands' Silver Lightning redux and my personal favorite Spin 'N Sparkle -- no one has been successful at marketing a jewelry cleaning product on DRTV.

That's not to mention at least one other attempt by this producer: Mighty Shine with the late, great Billy Mays. It seems this category is just not short-form friendly.

Weekly Round-Up

1. 5 Second Button. Marketer: Allstar. Pitch: "The sewing alternative that will get your button in place with a clean, classy look in seconds." Comments: This type of product has been a staple in catalogs for years, so it's surprising that it 'fast failed.' I would have predicted differently. [ss]
 
2. Best Ball. Pitch: "A high-tech reinvention of exercise balls." Comments: Besides the high price (2 pay of $19.9), this one is unlikely to succeed because it's a "better than" product trying to improve on something that's good enough for most people. [ss]
 
3. Cozy Doze. Pitch: "It's a pal, a pillow and a blanket all in one." Comments: Make it stop! Make it stop! [ss]
 
4. H20 Bright. Pitch: "Turn a dark shower into a bright shower of light." Comments: A solution in search a problem. [ss]
 
5. Manchester Everlast Candle. Marketer: Tristar. Pitch: "The first battery-operated candle with an actual moving, flickering flame." Comments: I like this item. But if Telebrands' super-cool Perfect Harmony Candle didn't roll out, I'm not surprised this one was a 'fast fail.' Spot is here. [ss]
 
6. PenCorder. Marketer: Telebrands. Pitch: "Digital pen discretely records 25 hours of audio." Comments: This is Flash Cord, take two. They even used a lot of the same scenes. It's unlikely this new design will do much for the CPO, though. A little too "spy tech" for the mass market. [ss]
 
7. Sculptabuns. Pitch: "A new way to lift, tone and shape your butt." Comments: Fitness is a crap shoot these days (get it?) and butt shapers specifically (e.g. Butt Shaper, Thigh Shaper, Booty Slide ) haven't fared well. Spot is here. [ss]
 
8. Shoebite Saver. Pitch: "Memory foam shoe insert for protecting your heels from blisters & pain." Comments: Seems like a common solution to an uncommon problem. Hey, that's good! New catch-phrase? [ss]
 
9. Snuggie Up. Marketer: Allstar. Pitch: "Celebrating five incredible years ... with a whole new collection of fun designs." Comments: No comment necessary as this one continues to defy all rules. A friend recently complained: "But it's a backward bathrobe!" (HT: SY), so I'm sure the new matching belt won't win him over. [ss]
 
10. Stack 'N Snack. Pitch: "Instantly transform any plate, platter or bowl into an eye-popping serving station." Comments: Here's an example of why product checklists are important. Unique? Check. Mass market? Check. Problem solver? Um ... Spot is here. [ss]
 
11. Step & Go. Pitch: "Puts your body in the proper squatting posture for better, healthier elimination." Comments: I could have made this into a competition with Squatty Potty (working title: "Dueling Doody Steps") but this one came out (heh-heh) too long after the first one. Neither is likely to succeed for two reasons. Number one, this can't be a common problem. Number two (tee-hee), my "s**t solutions don't sell" hypothesis (first mentioned here) has yet to be falsified. Joking aside, this is a classic 'must educate before you can sell' proposition, which never works in two minutes. [ss]
 
12. Yolk Magic. Pitch: "The fast, easy way to separate yolks from egg whites." Comments: This has actually been tried before (see #3 in this Weekly Round-Up). Not sure why anyone would try to improve upon the perfectly functional egg separator -- let alone try it twice. Spot is here. [ss]

Magna Brix

Description: Magnetic building blocks
Main Pitch: "The bricks that stick"
Main Offer: $10 for a 54-piece set
Marketer: Telebrands
Website: www.BuyMagnaBrix.com
Prediction: On the fence

A few years ago, I tried to come up with a checklist for kid items similar to my Divine Seven or Fabulous Five checklists. Halfway through, I realized the most important criterion -- whether kids think an item is cool -- is as unpredictable as what shade of lipstick will be popular this year.

This makes kid items much riskier than normal DRTV items, in my opinion. Indeed, one could argue they are total crap shoots. That's because logical criteria like the ones we use to evaluate products for adults (does it solve a problem? is it unique in the marketplace?) don't have the same odds-improving power. We can channel our inner children, or think about what our kids might like, but the only real way to know what children like is to conduct in-person research. We can't even use the inexpensive online research methods that have become popular in recent years.

With all of that in mind, I look at this product and see something that could plausibly be a hit. It certainly meets some of the other criteria we throw around, such as "good play value." Moreover, the creative is solid and avoids the sappy, cheesy moments I see too often in other DR commercials targeting kids.

Oh, and hey! It's not a plush toy! Kudos for that.

Snackeez

Description: A combined snack and drink cup
Main Pitch: "Now you can have your drink and your favorite snack all in one hand"
Main Offer: $9.99 for one
Bonus: 2nd one (just pay P&H)
Marketer: IdeaVillage
Website: www.GetSnackeez.com
Prediction: Unlikely to succeed

For adults, this product addresses the same infrequent problem as Plate Caddy (#4 in this Weekly Round-Up). There just aren't that many times when single-handed snacking is a necessity.

The item makes more sense for parents of smaller children, but then it faces the same "segment of a segment" challenge that has limited every product since Gyro Bowl, as I recently wrote about in my review of Telebrands' Wow Cup! (HT: AF).

Bell + Howell Torch Lite

Description: A 2-in-1 LED task light
Main Pitch: "The high-tech, portable light that's really big on brightness"
Main Offer: $10 for one
Bonus: 2nd one (just pay P&H)
Marketer: Emson
Website: www.BuyTorchLite.com
Prediction: Unlikely to succeed

This is another new attempt (see #3 in this Weekly Round-Up) to see if a category I declared dead in 2011 (task lighting) is ready to make a comeback. I always appreciate it when other people spend their money to make sure my theories are still correct!

As for the product, it seems versatile -- maybe too versatile. With so many features, it borders on being a "Swiss Army" product. Watching the spot, there is a lot of information to absorb ... which could lead to confusion ... which is a sales killer.

SciMark Report from September Response

Marc Gill for Dura Wallet

The print edition of the SciMark Report for September is now available on the Response Website.

This month, I write about Dura Wallet for the second time because it has a fancy new creative and now stars the ubiquitous Marc Gill [ss]. I also cover Emson's Color Recover [ss], which is under the Michel Mercier brand, and IdeaVillage's Popcorn Magic [ss].

Wipe New Home & Outdoor

Description: Rejuvenating wipes
Main Pitch: "Renews, restores, protects and lasts"
Main Offer: $19.95 for four wipes, detail brush and gloves
Bonus: Double the offer (just pay handling)
Marketer: Wipe New
Website: www.WipeNewHome.com
Prediction: On the fence

This is an intelligent line extension to the car wipes that did so well this year. With all the media that was aired, I can see this getting good trial at retail. But on TV? It doesn't really meet the criteria.

In fact, if not for the surprise success of its predecessor, I would immediately write this off as "unlikely to succeed." I call it a "surprise success" because so many car cleaning/detailing products have failed, I don't even bother to keep track of them all anymore.

Bandaloom

Description: A(nother) stretchy band bracelet maker
Main Pitch: "The fun looming kit that's so easy to use"
Main Offer: $10 for one kit
Bonus: 2nd kit free
Marketer: Tristar
Website: www.Bandaloom.com
Prediction: N/A

As predicted.

Weekly Round-Up

1. Just Repel It! Starring: Saul Judah. Pitch: "An incredible nano-shield that repels liquids on any surface." Comments: It was only a matter of time before someone tried to copy NeverWet. The demos are truly amazing. But rather than being a moth to the flame, this marketer should have reviewed the history of similar products. Turns out this one's a Siren. [ss]
 
2. Bumper Shield. Pitch: "License plate shield that protects from low-impact collisions." Comments: This is a simpler and more discreet version of that Bumper Bully you sometimes see on people's cars. But it's still pitching prevention, and prevention doesn't sell. [ss]
 
3. City Lips. Pitch: "Plumper, sexier lips without surgery." Comments: I can't think of a single cosmetics item that has worked in short-form DRTV. Feel free to correct me if I'm wrong. [ss]
 
4. Flex Seal Clear. Pitch: "Coat, seal and stop leaks fast." Comments: I suppose this makes sense as a line extension -- especially since Mr. Swift has been unable to find another hit -- but the strategy has to be highly cannibalistic by now. As for the commercial, I like the new 'glass-bottom boat' demo, and that AeroGrip Sprayer is a nifty bonus. [ss]
 
5. Mighty Shield. Marketer: InvenTel. Pitch: "The ultimate screen protector for your most important mobile devices." Comments: Here's another category that has yet to deliver a hit: smart phone accessories. This exact concept has also been tried before (see Armor Guard). Incidentally, the opening to this spot was written by yours truly ... years ago, and not for this marketer. [ss]
 
6. Perfect Rip Deck. Pitch: "Nine super-charged exercises in one machine." Comments: This is the latest from the guys who brought you Perfect Pushup. It's bit too pricey at $60, though, especially since their last expensive contraption doesn't seem to have gone anywhere. [ss]
 
7. Rain Guard. Pitch: "The professional's choice advanced waterproofer for wood and masonry." Comments: This is most likely retail support, so I'll refrain from commenting further. [ss]
 
8. Transform. Marketer: Coolway. Pitch: "The clinically proven styling breakthrough that makes you look like you went to the salon everyday." Comments: I put hair-care products with cosmetics on the list of bad categories for short-form DRTV. Can't think of a single winner -- or even many attempts. Again, correct me if I'm wrong. [ss]
 
9. uTouch. Pitch: "If you can touch it, you can relieve it." Comments: Truly bizarre. At first I thought this was the 'old school' subtle approach to marketing a new sex toy. The opening to the commercial certainly gives that impression. But my imagination fails me when I try to think of how the product could be used in that way. Either I'm not kinky enough, or this is the first time someone has tried marketing a real personal massager! [ss]
 
10. Wisp. Pitch: "Sweeping re-engineered for the 21st century." Comments: Floor care, especially brooms, is another category that should be on everyone's 'don't bother' list. Even the coolest innovations with the best creatives (see Broomy) have failed. Because some mops worked in the past (e.g. Smart Mop), and because Ontel had a long-form hit with Swivel Sweeper, people keep trying. But they really shouldn't. [ss]

Dueling Grass Seeds

Cutting Edge

Description: Low-maintenance grass seed
Main Pitch: "The greatest innovation in the history of lawn care"
Main Offer: $19.95 for a 1-lb bag
Bonus: 2nd bag (just pay S&H)
Marketer: Harvest
Website: www.BuyCuttingEdge.com
Prediction: Likely to succeed

Grassology

Main Pitch: "Get a gorgeous lawn that's virtually maintenance free"
Main Offer: $14.99 for a 1-lb bag
Bonus: 2nd bag, Pocket Hose (just pay a separate fee)
Marketer: Telebrands
Website: www.GetGrassology.com
Prediction: Likely to succeed

Although I am posting it here for the purposes of the duel, I first blogged about Cutting Edge in June -- a much better time to test a grass seed. However, neither seasonality nor Telebrands late entry into the game will matter.

The bonus for Grassology is the Pocket Hose, and that is apt given what I fully expect will happen next season when these projects return. That is, Telebrands will quickly dominate retail, turning Cutting Edge into another X-Hose. There is no 'first mover advantage' when Telebrands is your competitor.

As for my predictions, they are about the product and not the particular marketer. I always liked the idea of a maintenance-free lawn. The problem with the Cutting Edge creative was too much hyperbole, but the commercial for Grassology doesn't seem to have repeated that mistake.

Regardless, look for this one to be the next Patch Perfect.

Scan Stop

Description: Protectors for credit cards
Main Pitch: "Guaranteed to block scanners from stealing your valuable information"
Main Offer: $19.95 for two
Bonus: Two more (just pay P&H)
Marketer: Emson
Website: www.GetScanStop.com
Prediction: Unlikely to succeed

IdeaVillage already tried this (and for half the price), but past failures never seem to stop Emson from testing an item. The difference here is that they aren't doing it under one of their brands (Michel Mercier, Big Boss, Bell + Howell), which is their usual approach with prior flops. That makes me think they just didn't do their homework on this one.

If they had, they'd have learned that RFID blocking has only been successful as a product feature (see Aluma Wallet, Dura Wallet). Because the pitch relies on fear and education to sell, it is not strong enough to stand alone. For these reasons, I'm even skeptical that it had much to do with the successes cited.

TV Glasses

Description: Periscope glasses
Main Pitch: "Watch TV in bed without lifting your head"
Main Offer: $10 for one pair
Bonus: 2nd pair (just pay a separate fee)
Marketer: Telebrands
Website: www.GetTVGlasses.com
Prediction: Unlikely to succeed

Oh no they didn't! I've been shown these glasses several times, but I've always dismissed them as an absurd novelty. Leave it to Telebrands to test them anyway -- and even contrive problems for the product to solve! Yes, people with injuries that leave them flat on their back will surely want this. But once you sell those five people, then what?

This reminds me of the faceless watch, another novelty item everyone rejected and Telebrands tested anyway. Guess they're willing to take the losses to find that outlier hit (Perfect Polly comes to mind). Then again, it wouldn't be the first time crazy glasses worked on DRTV.

Weekly Round-Up

1. Glowerz. Pitch: "Just walk, dance or jump" and they "glow, glow, glow" Marketer: Harvest. Comments: Stompeez meets Bright Light Pillow. I kinda like the idea. With better creative, a much better jingle and good retail distribution, it could be a holiday hit. [ss]
 
2. Green Gun. Pitch: "The professional lawn-care secret that transforms your ugly, yellowed lawn into a neighborhood showcase." Comments: Another fusion of concepts, this one combines the gun-and-canister technology from Salon Bronze with the chemicals in Get It Green. Once again, I like the idea -- but the sound effects and visuals will make it hard to convince people this isn't some sort of spray paint. [ss]
 
3. Mighty Lids. Marketer: Telebrands. Producer: Sullivan Productions. Pitch: "Store leftovers quickly with an airtight suction that always holds." Comments: An apparent 'fast fail.' Strange that this team would test an item so similar in concept to Press Dome, Stretchy Magic and several other projects they have tried in the past. Spot is here. [ss]
 
4. Zone Zapper. Producer: Sullivan Productions. Pitch: "Solar-powered [bug zapper] ... creates a personal, portable, bug-free zone." Comments: Another apparent 'fast fail.' I like the concept but doubt the efficacy. Spot is here (half of it, anyway). [ss]

And now, because I'm sure you would get tired of reading the phrase "amateur hour" five times, I've broken out the rest of this week's items into a new mini-feature I'm calling ...

The Rookie Round-Up

1. Leather Nu. Pitch: "The amazing new leather restoration and repair kit that can save you hundreds, or even thousands, of dollars." Comments: Here's a good rule of thumb for DR novices: If a major DRTV player has already tried it (using the industry's top pitchman no less!) and it didn't roll out, you probably aren't going to crack the code. [ss]
 
2. Safety View. Pitch: "Simply and securely see who is outside your door." Comments: Another great rule of thumb: If most people can answer "no" to your opening question, you should probably save your money. Let's try it: "Do you feel nervous when the doorbell rings?" ... I didn't think so. I was also amused by the scene of the woman casually drilling a large hole in her front door as if it were no big deal! [ss]
 
3. Sidekick. Pitch: "The dome-light cover that lights up the back seat without blinding the driver." Comments: One of the best (worst?) example of a solution in search of a problem that I've seen yet. Spot is here. [ss]
 
4. Super Switch. Pitch: "Lets you turn any lamp on or off from up to 60 feet away." Comments: Attempting to revive past hits (aka Old Gold) is a smart strategy ... but only for experienced DRTV players. Novices have no business playing the game, as this commercial (for a variation of Handy Switch) makes clear. [ss]
 
5. Wizor. Pitch: "Cut the retail tags from new merchandise in one simple motion." Comments: Not as good (bad?) an example of a 'searching solution' as Sidekick (see above), but a close second! Spot is here. [ss]