Flash Cord

Description: A digital recorder
Main Pitch: "The size of a flash drive, and it doesn't need tapes or batteries"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Producer: Blue Moon Studios
Website: www.GetFlashCord.com
Prediction: Likely to succeed

Only one thing made me think twice about predicting success for this project: It's a technology item targeted toward an older demographic. Experience has taught me to be cautious in these instances, no matter how simple the product may be to use.

Other than that, I like this one a lot. It solves a problem for the right demographic for DR, and it presents an excellent value with 25 hours of audio for $19.99. The commercial also nails all of the right usage occasions, as one would expect from the producer who brought us such well-crafted hits as Listen Up and Loud 'N Clear. All in all, a solid offering with good odds of success.

Glam Twirl

Description: A hair braider
Main Pitch: "Twirl it, wrap it, snap it"
Main Offer: $19.99 for the complete kit with guide
Bonus: Storage bag, additional thread and beads
Marketer: Hampton
Website: www.GlamTwirl.com
Prediction: On the fence

This probably should have been an 'Old Gold' post, but I am not 100% sure this product is the same as Conair Quick Wrap from a decade ago. A poor copy of the commercial is on YouTube, so I leave it up to you to judge.

Considering the product on its merits, I observe that trendy items for young girls seems to have some potential these days. Witness the success of IdeaVillage's Shimmer or, more on point, Allstar's Hot Huez. Even Telebrands' Snap-On Feathers from 2011 offers some evidence of life in the category.

It's just a question of hitting the trend at the right time, and I have no real clue if colored braids happen to be peaking at the moment.

Soothing Shawl

Description: A therapeutic wrap
Main Pitch: "Enfolds you in warm, soothing comfort"
Main Offer: $19.95 for one in blue or pink
Bonus: 2nd one (just pay P&H)
Marketer: Allstar
Producer: Concepts TV
Website: www.SoothingShawl.com
Prediction: On the fence

There's a lot to like about this product -- except the category history. My own experience with a heat-therapy product (see Snap 'N Soothe) wasn't encouraging, and many others have endured a similar fate. I also feel like microwaveable wraps are common, although definitely not in this shawl design.

Otherwise, I see a lot to like here, and the product sure does look comfy. In fact, sitting here at my computer after hours of working, I could use one right now!

Detail Doctor Wheel Jelly

Description: A wheel cleaner
Main Pitch: "Your wheels can look showroom new without any scrubbing or harsh chemicals"
Main Offer: $14.99 for one bottle
Bonus: TS-90 Tire Shine (just pay shipping)
Starring: Danny "The Count" Koker
Marketer: IdeaVillage
Website: www.GetWheelJelly.com
Prediction: Unlikely to succeed

"Wheel jelly" does not sound tasty at all! I don't put much stock in names, but I have seen some evidence that a bad name can hurt sales. If so, this name is definitely a liability.

As for the product, I believe it to be ill-fated because: a) With few exceptions, car items don't do well on DRTV, b) the one major exception I can think of is helping Detail Doctor sales -- and that won't be the case with this item, and c) it is way too early to benefit from or extend this brand.

Finally, even if all of the above weren't true, this product is a bonus at best because its use is too specific. The first product transformed the look of an entire car, not just one part of it.

Weekly Round-Up

Wonder Case commercial

1. Wonder Case. Pitch: "The ultra-thin phone wallet." Comments: Written by yours truly. This is the first time I tried a "skit" in a DR commercial, and I think it came out pretty darn good. [ss]
 
2. App Ventures. Pitch: "Turn your iPad into a virtual playhouse." Comments: Way outside of my area of expertise, but as a parent I had a lot of questions ... This is the next frontier in DR, though, to be sure. [ss]
 
3. Dream Team Pets. Pitch: "They provide comfort and security for your children." Comments: Uncle! Enough with the plush toys and cutesy jingles! These "pets" don't even do anything interesting like light up your room. [ss]
 
4. Fruitable Creations. Pitch: "Transform affordable, everyday fruit into extraordinary, edible creations." Comments: I always thought it was a good idea to do an at-home version of Edible Arrangements. However, this one is late to market as IdeaVillage's Pop Chef already has a considerable head start. As for the commercial, the forced rhymes and bad puns got old quickly. [ss]
 
5. Hang-A-Bunch. Pitch: "The 6-in-1 hanger that helps reclaim your closet in seconds." Comments: It's only been about three years since Hampton's Wonder Hanger was on the charts, and this solution isn't nearly as exciting. [ss]
 
6. No Slip Mat. Starring: Beau Rials. Marketer: Versatraction. Pitch: "Stop slippin' and start grippin'." Comments: Aqua Rug surprised me and demonstrated that many of the features of this product resonate with DRTV buyers. But there are just so many options at retail. Perhaps these guys have a different model in mind? I do like the approach the creative team used in the opening. Very attention-getting. [ss]
 
7. Rolli Hose. Marketer: Tristar. Pitch: "Just turn the water on and this flexible, flat garden hose instantly expands." Comments: An apparent 'fast fail.' A version of the spot is still here. [ss]
 
8. Shave Bullet. Marketer: Spark Innovators. Pitch: "The quick and easy way to shave your face any place." Comments: I can't see anyone using this product. There are much better travel shavers out there. [ss]
 
9. Sink Shark. Pitch: "The quickest, easiest way to unclog your bathroom drains." Comments: This item reminds me of Ontel's Turbo Snake. Tough category, though. And interestingly, the larger offer actually serves to decrease the perceived value. [ss]
 
10. Sippy RX. Pitch: "Lets you give your child the medicine they need while they sip the drink they love." Comments: Great product! But a narrow market outside of the normal bull's-eye for DRTV. Still, I have seen evidence that products targeting this demo can work (e.g. Gyro Bowl). [ss]
 
11. Squatty Potty. Pitch: "Healthy colon, happy life" (seriously). Comments: A bizarre choice for our medium. I'm going to have to go with my "s**t solutions don't sell" theory here. I think it applies even if you make your commercial super-serious and boring to downplay the topic (which of course is the opposite of what we try to do in DR). [ss]
 
12. Stem Friends. Pitch: "The bendable buddy that's a flower, too." Comments: More cutesy jingles and plush insanity. I can't even finish watching these spots anymore. I think editing the Barney show would be less painful. [ss]
 
13. Thunder Leash. Marketer: Makers of ThunderShirt. Pitch: "Reduces or eliminates leash pulling quickly with no extra equipment or complicated harnesses." Comments: This company appears to be following a different model than the traditional DR one, and I don't see why a product like this wouldn't fit nicely into their line. [ss]

SciMark Report from June Response

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

This month marks my sexiest column to date, as I put One Massager [ss] and the Genie Shaper Brief [ss] on the same page.

Perfect Wing

Description: A rack for chicken wings
Main Pitch: The "hands-free, hassle-free way to make delicious, crispy chicken wings"
Main Offer: $10 for one with recipe guide and bottle-top baster
Bonus: 2nd rack and recipe guide (just pay P&H)
Starring: Marc Gill
Marketer: Allstar
Producer: The Schwartz Group
Website: www.BuyPerfectWing.com
Prediction: Likely to succeed

A confession: My personal bias for wings probably pushed me off the fence here. If I were looking at this 100% objectively, I would have to admit this is as much of a 50/50 shot as most of the other "Perfect" items attempted, only four of which have succeeded (none of them obvious).

I also think the commercial takes a long time to get to anything like a real rationale for the product. There is the obligatory 'problem opening,' but most of the first half of the spot is spent making the viewer hungry ... which worked on me, so maybe that wasn't a bad idea!

Otherwise, what's not to like? Wings have to top the list of America's favorite appetizers, and this commercial certainly covers everyone's preferred style/flavor -- and then some.

Rover Rake

Description: A dog grooming tool
Main Pitch: "Cuts grooming time in half"
Main Offer: $10 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Website: www.RoverRake.com
Prediction: On the fence

This is the invention AJ introduced on the Today show the other day. I promised a proper review, so here it is ...

This is one of those quirky items that might just catch on. If so, it will obviously have little to do with the normal criteria for DRTV products. Dog items are already targeted toward a segment of a segment (households with dogs). The target of this item is yet another segment below that one because it really only makes sense for people with larger dogs.

Still, niche items can work if they appeal to near 100 percent of their prospects, and a simple-yet-clever item like this could hit that bar.

Potato Express

Description: A bag for cooking potatoes
Main Pitch: "Perfect, oven-baked potatoes in just four minutes"
Main Offer: $10 for one bag with recipe book and cheese grater
Bonus: Double the offer (just pay S&H)
Marketer: Ontel
Producer: Concepts TV
Website: www.BuyPotatoExpress.com
Prediction: Unlikely to succeed

This pitch suffers from cognitive dissonance. The promise? "Cook perfect, oven-baked potatoes in just four minutes." The method? Just "place [the product] in the microwave." Huh?

As for the product, I don't think it solves a painful enough problem with a common enough dinner item -- unless potatoes are like eggs, in which case all bets are off. But so far, DRTV history hasn't been promising.

Wonder Wax

Description: A hot wax hair remover
Main Pitch: "The gentle, safe and effective way to remove unwanted hair in the comfort of your own home"
Main Offer: $14.99 for one kit
Bonus: 2nd kit (just pay P&H)
Marketer: Ontel
Producer: Sullivan Productions
Website: www.GetWonderWax.com
Prediction: Unlikely to succeed

I must be missing something because I can see very little here to differentiate this product from all of the other waxes on the market. Later in the spot, there is something about sticking to hair and not skin, but that isn't a very strong USP. As a result, I can't see this one cutting through the clutter.

Weekly Round-Up

1. Hot Hold 'Em. Marketer: Telebrands. Pitch: "Keeps your hair styling tools at your fingertips for faster, safer styling." Comments: A 'fast fail.' Love the blowtorch demo (watch it here), but I think the problem is much less intense in reality. [ss]
 
2. LumiNail. Marketer: Lenfest. Pitch: "The safe, precise and pain-free way to trim your pet's nails." Comments: Another 'fast fail,' but I like the item because it solves the same problem as Peticure/Pedi Paws did. [ss]
 
3. Out of the Weigh. Pitch: The "flexible, waterproof scale that stays in the shower." Comments: A neat and unique concept, but the rationale for the item is low on the problem scale. Is it that hard to weigh yourself after you step out of the shower? [ss]
 
4. Perfect Taco. Marketer: Allstar. Pitch: "The fast, easy way to shape, bake and serve authentic homemade tacos." Comments: The site for this is already down, so it won't be number five in the "Perfect" line. Tortillas but not tacos? Fortune is a fickle mistress. (FYI, you can still watch the spot here.) [ss]
 
5. Scentos. Pitch: "Color your world and scent it, too." Comments: Not my area, but I can see kids liking this. [ss]
 
6. Speed Out. Pitch: "Easily remove any stripped screw in 10 seconds or less." Comments: Speaking of 10 seconds, this item gave me about 10 seconds of fame on the first season of Pitchmen. (I estimated five minutes at the time, but even that was an exaggeration!) Back then, the item was called Grabit. This is the original creative (done by Infomercials Inc.) before the late, great Billy Mays and Blue Moon gave it a go. [ss]

AJ on NBC's Today show

Telebrands CEO AJ Khubani went on NBC's Today show to promote the Inventor's Day he held at Response Expo. You can watch the video here. (Astute viewers will notice Response magazine Editor-in-Chief Tom Haire and Publisher John Yarrington make appearances on the judging panel.)

Later in the segment, AJ is interviewed by Matt Lauer about the event. Two items of note: One is Matt Lauer's belief that the average royalty inventors get is between 3 and 5 points. The other is AJ's explanation of why inventors would give up the lion's share of their potential profits to a company like Telebrands. I think he does a good job of explaining it quickly and in a way that's easy for outsiders to understand.

During the interview, AJ also introduced a new item he got from the show, the Rover Rake, which I will give a proper review soon.

Noise Blockers

Description: Noise-cancelling ear buds
Main Pitch: They "block outside noises while giving you a perfect, comfortable fit that won't fall out"
Main Offer: $19.95 for a pair with carry case
Bonus: 2nd pair with carry case (just pay P&H)
Marketer: Ontel
Producer: Blue Moon Studios
Website: www.GetNoiseBlockers.com
Prediction: Unlikely to succeed

There's nothing new or different about headphones that block noise. Dr. Amar G. Bose first introduced them in 1989. (I have to pause here to note that the current president of Ontel has the same first name. Coincidence?) What's new here is the $20 price point. The cheapest pair I could find on WalMart.com was $36.58. That's IF you don't play fast and loose with the phrasing. Otherwise, WalMart.com has "noise-isolating" ear buds for as low as $7.51.

In any case, the lack of uniqueness in the marketplace is bound to hurt this campaign's chances of success. The "perfect, comfortable fit" pitch is a little more compelling, but the category is so crowded with options. I just can't see this one going anywhere.

Fashion Stick

Description: A roll-on adhesive
Main Pitch: "Safe on fabrics and keeps fashion in its place"
Main Offer: $10 for one
Bonus: 2nd one (just pay P&H)
Marketer: Allstar
Producer: Monte-Brooks
Website: www.GetFashionStick.com
Prediction: Unlikely to succeed

There are two reasons I have a negative gut feeling about this product. The first is the failure of similar products on DRTV (e.g. Show Stoppers). The second is the last criterion on my original list of seven criteria for DRTV products: credibility.

In subsequent lists, I dropped the credibility criterion because I had seen too many un-credible (incredible?) items do well on DRTV. But believability is still worth thinking about, and it may be a barrier to purchase here. The fan demo in this creative is a clever way of trying to overcome it, but I think women may still be too skeptical to order on impulse.

If I'm wrong, this will do well because it does solve several problems. Moreover, protecting one's modesty has been established as a reliable driver of DRTV sales (see Allstar's Trendy Top and Ontel's Cami Secret).

Aluma Clutch

Description: A wallet/clutch
Main Pitch: "The elegant, extra slim aluminum wallet that instantly becomes a stunning clutch"
Main Offer: $14.99 for one in silver or black
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Producer: Sullivan Productions
Website: www.AlumaClutch.com
Prediction: Unlikely to succeed

This is a second attempt at brand-extending Aluma Wallet after Aluma Slide, which doesn't seem to have gone anywhere.

'One is an outlier; three is a category' continues to be my operating principle. Kudos to Telebrands for marketing the first successful DR wallet for women (technically unisex). Can't blame them for trying to do it again, but I don't think that first success is repeatable.

Weekly Round-Up

Squeezy Freezy retail packaging

1. Squeezy Freezy. Pitch: "Squeeze, squeeze, squeeze to freeze." Marketer: Ontel. Producer: Hutton-Miller. Comments: This is a line extension of Slushy Magic, and it's already fully merchandised at Target. I'm noting it here because Ontel is trying to make sure it is both the head and tail of this potential Ouroboros. I wonder if Ice Cream Magic had anything to do with it? [ss]
 
2. Bed Bug Adios. Pitch: "The new way to say goodbye to bed bugs for good." Comments: Third to market (after Fabriclear and Sleep Tight) with a me-too solution ... and then there's that contrived problem. [ss]
 
3. Betta Basket. Pitch: "The revolutionary new basket planting system." Comments: Few things are less exciting than a 'better than' plant basket. [ss]
 
4. Create A Cake. Pitch: "Create almost any shape [cake] you can imagine quickly and effortlessly." Comments: This is a neat item, but it doesn't solve a problem (like Perfect Brownie) and doesn't capitalize on a trend (like Bake Pop). As a result, it doesn't really have a shot and will probably go the way of other dessert items that had similar shortcomings (e.g. Cake Cone, My Lil' Piemaker). [ss]
 
5. Cutting Edge. Pitch: "The greatest innovation in the history of lawn care." Comments: Hyberbole much? Actually, all of that braggadocio obscures the USP, which is pretty compelling: You don't have to mow this grass. [ss]
 
6. Double Back. Marketer: Contour Products. Pitch: "The perfect solution to support your legs, hips and spine." Comments: The Contour Leg Pillow was a bona-fide hit back in the day, but an attempt to bring it back a few years ago went nowhere. I don't see how muddying the pitch with a lumbar-support mat is going to change that outcome. [ss]
 
7. Fresh Licks. Pitch: "Lets dogs clean their own tongues of bad breath." Marketer: Telebrands. Comments: A 'fast fail' -- and the second one for this pitch in as many months (see Brushy Bowl).
 
8. Glow To Bed. Pitch: "The so soft, so cuddly, huggable buddies that let you draw on their bellies with magical light." Comments: As if this category weren't crowded enough! Forget plush in general: If you count the different SKUs, there are easily a dozen light-up plush toys on the market. Besides, Ontel beat them to market with a much better item. (Fun Fact: The first glowing plush toy ever tested, Lenfest's Glow Buddy in February of 2012, came with a light pen as a bonus.) [ss]
 
9. Night View. Pitch: "The glare-reduction glasses that turn fuzzy and dull into clear and bright -- even at night." Comments: These are basically the frames from HD Vision Aviators with the lenses from HD Night Vision Wraparounds. Not a bad idea -- except the claims are a bit sketchy. [ss]
 
10. Stretch and Fresh. Starring: Joe Fowler. Pitch: "The amazing, stretching silicone storage covers you just stretch, grip and press for the perfect seal." Comments: The Website isn't working, so this may be a 'fast fail.' (You can see the spot here.) In any case, this is an attempt to bring back Chef Tony's Smart Lidz from 2007. [ss]
 
11. Super Spare. Pitch: "A two-minute, resuable tire repair and inflating system." Comments: Preparedness is the opposite of impulsiveness -- and most cars have a 'good enough' solution in their trunk that's just called a "spare." It may not be super, but it gets the job done. As for the creative, it contains a great example of the opposite of "easy as 1-2-3." I joke around sometimes and call this mistake, "easy as 1-2-3-4-5-6-7-8-9." The spot is practically a video manual! [ss]