March 18, 2013

Bell + Howell iDriver

Description: A versatile multi-screwdriver
Main Pitch: "It's a 9-bit screwdriver, it's a powerful LED flashlight, it's extendable and it's even magnetic!"
Main Offer: $14.95 for one
Bonus: 2nd one (just pay P&H)
Marketer: Emson
Prediction: N/A

The Bell + Howell iScope (one of my True Top Spenders of 2012) has been on the market for less than a year and already Emson is trying to one-up and/or extend it. I guess it's always a good strategy to feed off your own success before someone else does.

As for the item, I'm not making a prediction because I suspect this project will follow the same pattern as its predecessor and several other Bell + Howell items of last year. That is, it will likely roll out if there is any potential for retail.

Of course, that doesn't mean the multi-screwdriver is suddenly right for DRTV (especially not a Swiss Army version like this). Traditional DRTV marketers beware.

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