March 10, 2014

Telebrands Round-Up

One reason Telebrands is the True Top Marketer of 2013: They test more projects than any other marketer. So many that, in recent weeks, I've collected enough new tests that I can dedicate another round-up just to them ...

Blingee Bands

Description: Decorative hair bands
Main Pitch: "Like jewelry for your hair"
Main Offer: $10 for 3 bands, 3 headbands and 6 charms
Bonus: 6 more charms, guidebook and carrying case (just pay a separate fee)
Prediction: On the fence

Hair is a 1 in 50 category, but it is hard to predict what will appeal to the emerging teen/tween girls market.

Bullseye Potty Stone

Description: A pet potty training aid
Main Pitch: "Unique scent will draw your dog to it like a magnet"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay a separate fee)
Prediction: Likely to succeed

An item similar to this one has been a strong seller in catalogs for years, and I have always liked the pitch. This problem is high on the problem scale for dog owners, and other projects have found success by solving it (e.g. Potty Patch).

Interestingly, Telebrands is marketing three pet potty products at the moment (Bullseye Pee Pad and Repeat Potty Pad are the other two).

Hot Seat

Description: A seat warmer for cars
Main Pitch: "Gets you warm and toasty in seconds"
Main Offer: $19.99 for one
Bonus: Multi-plug adapter (just pay a separate fee)
Prediction: Unlikely to succeed

This is one of those items I have been asked to consider multiple times throughout my career. In every case, I've reached the same conclusion: too seasonal and too much of a segment (people with cars that don't already have this feature).

I always appreciate the opportunity to find out if I was wrong about an item on someone else's dime. Of course, if it's a hit I will have to deal with the pain of a missed opportunity!

Teddy Tanks

Description: A stuffed animal and fish tank
Producer: As Seen on Productions
Main Pitch: "Two types of fun in one"
Main Offer: $19.99 for one
Bonus: None
Prediction: On the fence

The plush trend continues to deliver winners, so it's hard to say what will work and what won't. The Amazing Tank Website is still live, so that might be a good sign for this project.

Up & Under Doggy Steps

Description: Pet steps
Main Pitch: "Pop up when and where you need them, and then fold and store under anything when you don't"
Main Offer: $19.99 for one
Bonus: 2nd one and Pet Rider (just pay a separate fee)
Prediction: On the fence

This is a classic example of 'Old Gold' with a new twist. The original hit was Doggy Steps, which was No. 40 on the JW Annual for 2006. This is a more substantial version that collapses and is therefore easier to store and carry. It's also $19.99 instead of $39.99, which is probably what doomed Telebrands last attempt to bring this solution back.

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