Our Latest Production

Today we welcome a new member to our family: Samara Jordan Pine!

Little Sammy was born at 7:52 this morning. She weighed in at 7 lbs 5 ounces and measured 19 inches. She joins older sister Aliya (6) and big brother Zavier (4).

Mother and daughter are doing great.

The True Top Spenders of 2013 (Mid-Year)

The peer review period is over. Here are the True Top Spenders for the first half of 2013:

(Click to see the full list)

And now, here are the big winners ...

True Top Marketer: Allstar Products Group!

Although technically tied with 2012 champ Telebrands for the number of campaigns that made the list (9), Allstar has the most new campaigns and thus takes the title. That is, eight of nine campaigns had not appeared before (compared to five of nine for Telebrands). Congratulations to a great group of true professionals. This is the fourth time they will wear the belt (not counting seasonal titles). They were also the Best Marketer of 2009, the True Top Marketer of 2011 and the True Top Marketer of mid-year 2012.

As for the other major players: IdeaVillage was a close third with eight campaigns (five of them new), Emson tied for fourth with rising star Hampton at four campaigns a piece, Tristar logged a respectable three campaigns, and Ontel did not appear on the list for the first time (although I'm certain we'll see them on the full-year chart).

True Top Producer: The Schwartz Group!

Demonstrating they are more than 'just' the champions of food DR (see Side Socket and Grip Go), this talented team from sunny southeast Florida reigns supreme with five campaigns on the list -- for three different marketers, no less! Major kudos to them! This is the first time they will wear the belt (although they did briefly hold a seasonal title in 2011).

As for the other major producers: 2012 champ Concepts was a close second with four campaigns on the list, 'Steady Eddie' Blue Moon tied for third with upstart Zoom TV, and seven other familiar names all appeared twice on the chart.

-----

Finally, my track record with regard to the new items on the mid-year list is as follows:

• I predicted four were "likely to succeed" (Grip Go, Perfect Pancake, Zoomies/Zoom 300, Rabbit TV)
 
• I was "on the fence" about nine
 
• I predicted six were "unlikely to succeed" (Cat's Meow/Kitty Carousel, Side Socket, Ice Cream Magic, Ultimate Detangling Brush, Flex-Able Hose, MSA 30X)
 
• I did not predict "hit" or "bomb" for any of the items appearing (whew!)

My biggest misses: Cat's Meow, Side Socket and Flex-Able Hose. In my defense, I had pretty good reasons for all three. For instance, pure pet toys have never worked on DRTV ... until Cat's Meow, that is. The same is true of multi-outlet gadgets like Side Socket. I have personally failed with several. I can see why the latter worked (more painful problem solved, great Schwartz Group creative) but not the former. In fact, I predict at least five cat toys will test and fail in the next year as people try to replicate that outlier's success.

Then there's Flex-Able Hose. It was part of a triple duel where one player had a huge head-start (X-Hose, the only hose to appear on the 2012 chart) -- and the other player was Telebrands. Yet somehow, this campaign survived and thrived, at least on TV. At retail, there's no question Telebrands' Pocket Hose completely dominated the field.

So there you have it: The year so far. Got something to say? Post a comment.

Luma Clear

Description: An light wand for acne
Main Pitch: "The minute you feel it, [the wand] will stop it, so you don't have to pop it"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay P&H)
Marketer: Ontel
Website: www.BuyLumaClear.com
Prediction: On the fence

Given the success of high-tech light products such as no!no! Skin at $180, a value version of the idea would seem like a no-brainer. Or, to draw another connection, this could end up being to expensive acne light therapy what Telebrands' White Light was to expensive tooth-whitening light therapy.

That said, there is a serious credibility barrier here that even clinical versions of this technology must struggle to overcome. At $20, desperate acne sufferers might be willing to take the chance. Or they might require lots of social proof that can only be delivered in a Guthy-Renker style long-form show. We'll see.

Hangman

Description: A portable door alarm
Main Pitch: "Stops crooks dead in their tracks with its loud, 130 decibel alarm"
Main Offer: $10 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Website: www.HangmanDoorAlarm.com
Prediction: Unlikely to succeed

There are a few good reasons to buy something like this, but none of them have to do with home security. That is, I can't see anyone who is seriously concerned about a break-in buying and relying on a $10 'As Seen on TV' device.

People who travel often and stay in strange places might want one of these, but that doesn't describe most Americans. Parents with toddlers they want to prevent from running outside might also buy one of these to alert them when a door is opened, but again that is a segment of a segment. More to the point, this creative doesn't speak to any of those potential buyers, so any small chance there may have been to piece together enough arguments here to generate response is lost.

Looney Balloons

Description: A kit for making balloon animals
Main Pitch: "Make every day a party day"
Main Offer: $14.99 for the Starter Kit
Bonus: None
Marketer: IdeaVillage
Website: www.GetLooneyBalloons.com
Prediction: Unlikely to succeed

"It's a bird! It's a plane!" Nope, it's just something really lame -- balloon animals.

Not to burst anyone's balloon, but this tired party favor is far from magical. That's why I'm predicting this one will deflate quickly.

In one way, this product reminds me of Fushigi. That's because a good degree of skill is required to get the results shown in the commercial. Unlike Fushigi, however, this product doesn't have anywhere near the "wow factor" required to overcome that barrier to purchase.

Weekly Round-Up

1. Beamz by Flo. Starring: Flo Rida. Pitch: "Simply by moving your hands, you can play hundreds of different instruments and sound effects." Comments: I'm not an expert, but Flo Rida seems like a mismatch for this type of product. It's a little too geeky. As for the item, I don't see it catching on -- especially with a final price tag of $199. [ss]
 
2. Brew Stick. Marketer: Spark Innovators. Producer: Concepts. Pitch: "Make delicious single-serve coffee in seconds." Comments: I think the success of Cafe Cup, this team's current hit in the coffee category (which easily made my mid-year True Top Spenders list), demonstrates that America has chosen the kind of single-serve coffee maker they prefer. There's only room for one. [ss]
 
3. Brush On Tan. Pitch: "All over bronzer gives you a natural sun-kissed glow." Comments: Another bad category for DRTV. That low-budget creative isn't going to help, either. [ss]
 
4. Comfy Combs by Scunci. Marketer: Conair. Pitch: Their "silky smooth surface won’t break, dent or tangle your hair." Comments: This has no shot at delivering a CPO, but I doubt that is the goal here. [ss]
 
5. Eye Majic. Starring: Lisa Ashley. Marketer: Majic Beauty. Pitch: "Perfect eyes in just 10 seconds." Comments: IdeaVillage tried this under the same name in 2008. If they couldn't make it work ... [ss]
 
6. Neater Feeder. Pitch: "Simply the easiest way to end messy pet feeding areas." Comments: Allstar tried this under the name Tidy Table in 2010. To repeat the comment above, if they couldn't make it work ... [ss]
 
7. Ninja Guard. Pitch: "Keeps fragile smart phones and tablets free from smudges, scratches and cracks." Comments: Amateur hour, an apparent 'fast fail' -- and it's also been tried before (see Armor Guard). You can watch the commercial here. [ss]
 
8. Peel Back. Marketer: Edison Nation. Pitch: "The fresh new way to keep leftover produce fresher longer than ever." Comments: Although this is neat catalog-type item, the DRTV category history is terrible (see my comments about Fridge Genie, Press Dome), there is competition of sorts (see Dueling Stretchy Lids) and I don't think there's enough "wow" here to get people off the couch. [ss]
 
9. Sabi. Pitch: "Hair growth delayer" lets you "stay smooth for up to 21 days." Comments: I have always thought there was DR potential for a product like this. I don't know if this particular product works, or if they can make those claims, but at $10 less this one would be likely to succeed in my estimation. [ss]
 
10. Stanley Steemer Spill Cleaner. Pitch: "Pulls spills up and out instantly." Marketer: Edison Nation. Comments: Seems like an over-engineered solution for a problem a ShamWow! is supposed to be able to solve. The site is down, but you can watch the commercial here. [ss]

SciMark Report from August Response

Allstar's Purrfect Arch

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

This month, I look at three products designed for our furry friends: Chillow Pet [ss], Brush No More [ss] and Purrfect Arch [ss].

Weekly Round-Up

1. Stufz. Starring: Brian Duffy. Marketer: Zoom TV. Pitch: "Make stuffed burgers just like a pro chef." Comments: Both Telebrands (see Pocket Burger) and Allstar (Best Stuffed Burger) have tried this sort of product on DRTV without success. Although I like this creative, and have always liked the look of the burgers it produces, I have to go with DRTV history and say 'the third time is never the charm.' [ss]
 
2. Easy View HD. Pitch: "The amazing fast flip-down glare blocker that blocks sun glare in a split second." Comments: This strikes me as a catalog item at best. Not high enough on the problem scale to stimulate an impulse purchase. [ss]
 
3. Liberty Lantern. Marketer: InvenTel. Pitch: "The only solar-powered LED Lantern and mobile device charger." Comments: Too soon after Telebrands' Olde Brooklyn Lantern, and this pitch is all over the place. Among other confusing things: It has 16 LEDs, but for some reason is made to look like it only has a single electric candle inside. [ss]
 
4. LumiDoh. Pitch: "The doh that glows." Comments: I can definitely see kids pestering their parents for this -- but I also feel like Play-Doh must have already tried it at some point. Seems like an obvious line extension. [ss]
 
5. Sleek Secrets. Pitch: "Say goodbye to visible panty lines." Comments: I can see how this would be better than going "commando," but beyond that I have no idea if the panty-line problem is strong enough to drive response. [ss]
 
6. Solar Juice. Marketer: American Direct. Pitch: "The mobile charger that works with any USB powered device." Comments: I didn't like this item when Emson did it, and I like it even less now. The logic of it escapes me: If you can remember to charge and bring this, you can remember to charge and bring any one of the myriad backup chargers available on the market. And in most situations, you would just use your portable charger or car charger. [ss]
 
7. Spray Around. Starring: The ubiquitous Marc Gill. Pitch: "The amazing 360 sprayer that works at any angle, even upside down." Comments: This strikes me as a bonus item at best. Not being able to spray upside-down is too low on the problem scale. [ss]

Flipeez

Description: Hats for kids
Main Pitch: "Super fun action hats that come alive right before your eyes"
Main Offer: $19.95 for one
Alt Offer: $99 for all seven
Marketer: IdeaVillage
Producer: Infomercials Inc.
Website: www.Flipeez.com
Prediction: Hit!

This is an excellent idea for a follow-up to Stompeez, and one of those items that will sell like hotcakes during the holiday season regardless of how much DRTV advertising is behind it. Of course, kids' items are always a bit of a gamble because they follow different rules ... But this is as close to a no-brainer as you can get.

On a side note, I found the $99 alternate offer especially interesting. I'm curious to know if that big of a "deluxe" offer can convert well.

Huggy Knee Pillow

Description: A leg pillow
Main Pitch: "Say goodbye to those achy knees and morning backache"
Main Offer: $19.99 for one with Air Flow Cover
Bonus: Double the offer (just pay P&H)
Marketer: Ontel
Website: www.HuggyKneePillow.com
Prediction: Unlikely to succeed

This one comes too long after the Sobakawa Knee Pillow to be a proper duel, so I am left wondering what the play is here. From what I can tell, that earlier product didn't go very far -- and this one is identical in design plus $5 more expensive. Then again, they didn't have the cartwheel demo in their commercial ...

Of course, both projects were an attempt at 'Old Gold,' the gold being the Contour Leg Pillow. The problem: Contour already failed once trying to bring that item back, and now the brand is out with an updated product called Double Back.

Tidy Toilet

Description: A toilet-bowl cleaner
Main Pitch: "Will help keep your toilet clean and stain free for five years or 50,000 flushes"
Main Offer: $10 for one
Bonus: 2nd one (just pay P&H)
Marketer: Allstar
Producer: Blue Moon Studios
Website: www.BuyTidyToilet.com
Prediction: Unlikely to succeed

This is at least the third automatic toilet-bowl cleaner I have noted in the last year or so. (See Little Blue Elephant and Toilet Bullet.) My thoughts on competing in a category dominated by the likes of Clorox and Lysol remain the same. I also think this problem is relatively low on the pain scale for most people.

Triple Play Sprinkler

Description: A custom sprinkler system
Main Pitch: "An all new above-ground sprinkler system you can install in seconds"
Main Offer: $19.99 for three sprinklers heads and hoses
Bonus: Double the offer (just pay separate processing)
Marketer: Telebrands
Website: www.TriplePlaySprinkler.com
Prediction: Unlikely to succeed

Sprinklers don't strike me as the sort of "wow" products that can motivate people off the couch, and then there's that seasonality problem. That could be why only a few have been tested on DRTV, and the one Ontel tested late last year (Smart Sprinkler) doesn't seem to have gone anywhere.

Weekly Round-Up

1. PicStand. Producer: Infomercials Inc. Pitch: "Holds your smart phone steady ... No more shaky video" Comments: A product like this (see also Quik Pod) has been tried before, but if I recall correctly the focus was mainly on taking pictures of yourself. I like how this pitch has been broadened. This commercial is also very clear (a hallmark of this particular creative team), and that's something that should not be underestimated in DR. I think this one could break through, making it the first smart phone item to do so. [ss]
 
2. Better Strainer. Starring: Marc Gill. Marketer: SAS Group. Pitch: "Stores easily and fits any size pot, pan or bowl." Comments: This is Snap 2 Strain under a new name. [ss]
 
3. Closet Caddie. Pitch: "The super-sliding, space-saving hanger solution." Comments: This is a more complicated version of Wonder Hanger, and my thoughts on timing haven't changed since I reviewed Hang-A-Bunch in June. [ss]
 
4. HD SpyNoculars. Pitch: "The spectacular, high-powered, high-definition super binoculars with 1,000% magnification." Comments: Holy hyperboles, batman! Superlatives aside, IdeaVillage already tried this. [ss]
 
5. Pocket Lantern. Marketer: Telebrands. Pitch: "Collapsible design ... opens and closes like an accordion to provide 360 degrees of soft, bright light." Comments: A 'fast fail' ... But I will have to ponder slowly that paradoxical phrase "soft, bright light." [ss]
 
6. Pop N' Fun. Pitch: "It's the pie you love to eat transformed into a 'mini-licious' yummy treat." Comments: I hear Bake Pops was a single at best, and that was at the height of the cake-pop trend, so this seems like a long shot. But it does look yummy! [ss]
 
7. Press Ease. Marketer: Edison Nation. Pitch: "The strength and security of a real nail with the ease of using just your thumb." Comments: This category has a decent track record, but it may be too soon with Hampton's Insta Hang still on store shelves. [ss]
 
8. Slim 24 Seven. Marketer: Tempo 3000. Pitch: "The incredible weight-loss patch that blocks and breaks down fat." Comments: Cool, unique ... and risky given the scrutiny this category receives. [ss]
 
9. Tek Recon. Pitch: "High-performance blasters combined with a revolutionary live online gaming experience." Comments: This is certainly what the future of gaming will be like. But I don't know enough about the industry to say if an unbranded product can capitalize on the opportunity. [ss]
 
10. Trash Can Treat. Pitch: "The amazing new way to have bad odors instantly go away." Comments: There are so many solutions to this problem available these days (e.g. scented garbage bags). Also, a somewhat similar product called Kyoto Kleen (commercial written by yours truly) failed on DRTV. [ss]