December 17, 2015

Weekly Round-Up

  1. Crank Chop. Starring: Vince Offer. Producer: The Schwartz Group. Pitch: "Chop all your food in a matter of seconds." Comments: An apparent 'fast fail.' In DR, the third time (see Roto Chop vs. Zip Chopper) is seldom the charm ... even if you're Vince Offer ... and especially if your price is twice as high as the two previous attempts. This was definitely the best creative of the three, though. Vince has a way with demos, and his jokes are still funny. [ss]
  2.  
  3. CeraPan Perfect Grip. Pitch: "The pan reinvented." Comments: This is the Dyson advertising method applied to cookware. However, that ''better engineering' pitch doesn't work nearly as well for something so simple. Although very well produced, the commercial ends up seeming like much ado about nothing new. [ss]
  4.  
  5. Clever Cutter. Marketer: Lenfest/Allstar. Producer: Concepts TV. Pitch: "Quickly chops your favorite foods in seconds." Comments: This is a second attempt with a new commercial. The first attempt was in September of 2011. My comments are much the same. Great category, but slicers and choppers are always hit or miss -- and it was a miss last time. [ss]
  6.  
  7. Hot Doglicious. Pitch: "Cooks the hot dog and steams the bun all in one." Comments: I wouldn't say hot dogs have been given a fair shot on DRTV -- the only two products I could find were Curl-A-Dog and the bizarre Happy Hot Dog Man -- but I don't like the odds. Hot dogs are one of the easiest foods to make, leaving little room for improvement. [ss]
  8.  
  9. Mac Magic Pasta Pot. Pitch: "The only pasta pot with built-in strainer and handy mixer lid." Comments: Like hot dogs, mac & cheese is another food that is easy to make, leaving little room for improvement. I said the same thing about ramen noodles, though, and then Rapid Ramen happened. (No word on whether Rapid Mac was also successful.) Anyway, this pot makes other pasta dishes besides mac and cheese, and it also has an Old Gold element (pasta pots were the original multi-way duel back in 2002-2003), so maybe this one will break through. [ss]
  10.  
  11. Handee Bra. Pitch: "The bra with security features to put your mind at ease." Comments: Believe it or not, something like this has been tried before (see Secret Keeper). Other than that, I got nuthin'! [ss]
  12.  
  13. ShinJu Blade. Pitch: "The ceramic knife that's guaranteed to stay sharp." Comments: It's probably too soon to bring back Yoshi Blade, which was on the charts in 2011 -- especially without a new twist. [ss]
  14.  
  15. Star Shower Motion. Marketer: Telebrands. Pitch: "Now America's best-selling home laser lights have all new shooting-star action." Comments: Based on the timing, I'm guessing this is an attempt to gauge demand for next year. With Star Shower blowing out everywhere (they're so in demand people are stealing them), it's going to be hard to get a clean read. [ss]

SciMark Report from December Response

My SciMark Report in print for December is now available on the Response Website.

This year ends like I did last year -- at a new height of competitive craziness! Five products, four marketers and two duels in one category.

The first is a triple duel of Telebrands' Bare Nails vs. Emson's Personal Mani vs. IdeaVillage's Naked Nails. The second is a dual duel pitting Allstar/Lenfest's Roto Clipper against Emson's Personal Mani Pedi .

December 03, 2015

My Secret Bidet

Description: A toilet attachment
Main Pitch: "Turn your ordinary toilet into a luxury bidet in just minutes"
Main Offer: $29.99 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Watch the spot

My hypothesis that "s**t solutions don't sell" started as a joke, but it ends up being pretty accurate. Whether it's pooper scoopers, plungers or toilet-bowl cleaners, products from this "category" never seem to work on DRTV. For that reason, I strongly doubt a poor man's bidet is going to work. There's also a cultural issue here. If the bidet concept was going to catch on in America, it would have happened a long time ago. Contrary to an argument central to this pitch, you don't have to be affluent to own a bidet.

As for the creative, it poses an interesting dilemma. You really can't show much when pitching a butt washer. At least, my creativity fails when trying to think of a tasteful demo or (worse yet) magic demo. This creative team chose to use a blue substance as a stand-in for the brown substance in question. The end result is still gross, and I think that's the main reason why my hypothesis has held: It's hard to turn a gross-out into a sale.

S7 Analysis: Going to back to the failure of the bidet concept to catch on in this country, it seems clear this type of product is incorrectly targeted. The needed question is also a relevant one. The use of the word "luxury" in the main pitch is telling. Luxuries are never needs -- or they wouldn't be called luxuries. Besides, has the 'As Seen on TV' brand ever stood for luxury?

Mighty Jump Pocket

Description: A battery backup
Main Pitch: "For all your mobile and electronic devices" and "it's even powerful enough to jump start a car"
Main Offer: 2 pay of $14.99
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Watch the spot

This is a combination of two product ideas, each with its own issue. The idea of a portable device charger has been tried several times without success (see Telebrands' Finger Charger and Ontel's Power Up), so that is unlikely to carry the project. Meanwhile, the idea of a portable jump-starter for the car is prevention, and prevention doesn't sell. This raises an interesting question: Can two ideas that don't make sense for DRTV independently make sense for DRTV together?

S7 Analysis: The problem with the first idea (device charger) is the category is crowded. The problem with the second idea (jump-starter) is it isn't needed ... until it is. Remember: Preparedness is the opposite of impulsiveness. So, ultimately, both of these fail a key S7 criterion.

Weekly Round-Up


That's three in a row

  1. Bacon Blast. Starring: Marc Gill. Pitch: "The fast, easy way to flavor, cook and crisp delicious candied bacon." Comments: First Bacon Bake, then Bacon Boss and now Bacon Blast. Suddenly everyone is all about bacon! Of the three, this one is the most different, but that's also a potential liability. For reasons I can't fathom, not everyone loves candied bacon. [ss]
  2.  
  3. Dial Vision. Marketer: Telebrands. Pitch: "Adjustable glasses for crystal clear vision." Comments: This is the third time this concept is being tried. The first attempt was IdeaVillage's Instant 20/20 in April of 2013. The second was Telebrands' Clear Control five months later. And now, more than a year after that, Telebrands is trying again. [ss]
  4.  
  5. Posture Slim. Marketer: Telebrands. Pitch: "Align your spine to relieve pain and look slimmer." Comments: Speaking of third attempts, here's another. The first attempt was Telebrands' Royal Posture in July of 2014. Then came Tristar's Posture Fix a year later, which featured a different design, And now, six months after that, comes the Royal Posture concept and creative again under a new name. Sorry, but I have no inside knowledge or even a hypothesis about why this is happening. If I find out, I'll be sure to post about it. [ss]
  6.  
  7. Silver Naturally. Starring: Marc Gill. Pitch: "The only household cleaner, disinfectant and deodorizer that harnesses the power of silver." Comments: Good to see Marc working his way back toward ubiquity, but I don't see this one getting him a lot of airtime. Household cleaners is the ultimate crowded category, and it has a horrible track record. Besides, unless you have an irrational fear of werewolves, this pitch will likely come across as odd instead of compelling. [ss]
  8.  
  9. Smart Angel. Pitch: "The wearable case for your smart phone and tablets." Comments: Phone/tablet accessories is the No. 1 worst category for DRTV, yet people keep trying them. Most Siren categories make sense because there's a hit in the history (see LED lanterns). The song of the Siren has to have its allure, after all. But this category has zero allure. Maybe I should start calling it a 'Lemming category': One goes over the edge and the others mindlessly follow. [ss]

November 25, 2015

In the News: Peek-A-Boos

Adweek reports that Ty Inc., the creator of Beanie Babies, just made its first-ever TV spot for a new line of products:

The new plush toys, called Peek-A-Boos, show you how completely—some might say how depressingly—smartphones have come to dominate children's play. The Peek-A-Boos aren't so much toys as toy holders. They're designed to hold phones upright so kids can play on them more easily. (They also have a microfiber bottom that doubles as a screen cleaner.)

The commercial is from Leo Burnett and is noted for its "stick-in-your-head tune ... that features the product name being repeated over and over." You can watch/listen here.

I have a few observations. First, I don't understand why Ty would wait until now to jump into the plush space? As the article reminds us, "Beanie Babies, introduced in 1991, were once the hottest toys in the world." So the original plush-toy master sat back and watched our industry make millions and millions of dollars in their space, completely saturating the market, and then decided to jump in? I know traditional companies move slow, but that's glacial. Pillow Pets presented as a monster item in 2010.

Maybe the strategists at Ty think that now the market has cleared and is ready for them. If so, I disagree with them. From what I'm seeing and hearing, we're at the shallow end of the 'long tail' with most major retailers pretty sour on the category.

Second, this product combines the No. 1 (phone/tablet accessories) and No. 2 (plush toys) worst categories for DRTV. Of course Ty is going to run a traditional brand advertising campaign and (one assumes) get placement outside of our areas of the store. They also have a very cheap, impulse price and kids aren't the main reason phone accessories fail. Still, the information isn't worthless. I've already covered the situation with plush, and the main reason phone accessories fail is because the category is super-crowded.

Third, this goes to show that copying isn't unique to our industry. We just perfected it. That is, there is nothing original about this product or creative. In fact, it borrows heavily from what has already been done by DRTV players. The "stick-in-your-head tune" that repeats the product name "over and over"? Been there, done that. Clever holders for your phone? We have 20. Even the melody to their song isn't original. It did immediately stick in my head -- to the point where I started humming it shortly after hearing it. Then I realized what I was really humming was Missy Elliot's "Get Ur Freak On."

All of that said, the product is simple, inexpensive and should have enough support to sell fairly well. There's just nothing special about it from our perspective.

November 24, 2015

SciMark Report from November Response

My SciMark Report in print for November is now available on the Response Website.

This month I write about Top Dog's BeAligned, Ontel's Crystal Smooth and Telebrands' PedEgg Magic Slippers.

Coming Soon

In the upcoming December issue, I'll round out the year with a first: two duels in a single category at the same time ... and one is a triple duel! If you thought the competition in our industry got out of hand this year, you ain't see nothin' yet.

November 19, 2015

Simply Straight

Description: A ceramic straightening brush
Main Pitch:"Combines the power of a flat iron with the gentle styling ability of a brush"
Main Offer: 2 pay of $19.99
Bonus: 2nd one (just pay P&H)
Marketer: Ontel
Producer: Blue Moon
Watch the spot

From what I can tell, women really like this concept. On the other hand, the history of this category isn't very promising -- at least in short form. What's most interesting to me is the price point. In an upcoming piece for the ERA blog, I'll be talking about this trend toward higher prices. In a reversal from the years of the "Great Recession," it seems the impulse price barrier may be heading north for the first time in a long time.

S7 Analysis: From a product perspective, this one checks all the boxes. It gets its highest marks for being different. The creative also meets or exceeds all of the S7 criteria -- even when it comes to the price because the VALUE is good compared to other products in the category. That's an important point to keep in mind when evaluating this new 'higher prices' trend.

Jitter Critters

Description: A dog toy
Main Pitch: "Interactive motion and sound dog toy will keep him busy for hours"
Main Offer: $10 for "Rockin' Raccoon"
Bonus: "Frenzy Fox" (just pay a separate fee)
Marketer: Telebrands
Producer: Sullivan Productions
Watch the spot

Was Telebrands' 2010 hit Crazy Critters an outlier? Following my rule of three, the answer is heading toward "outlier." The no-squeak version of Crazy Critters -- 2013's Hushies -- failed.

On the other had, this borrows a few lessons from Wobble Wag Giggle Ball, a rollout this year from Allstar/Lenfest. It could be viewed as a cross between that hit and the aforementioned hit. Does one past hit plus one present hit equal one future hit? I guess we'll find out.

S7 Analysis: Much like toys for kids, toys for pets always fail the needed question and usually pass the different test. That's the case here, although I wonder if the recency of Wig Wag diminishes the perception of difference.

NutriPeeler

Description: A peeler
Main Pitch: "Ever sharp dual-sided blades cut your prep time in half"
Main Offer: $10 for one with recipe book
Bonus: Double the offer (just pay P&H)
Marketer: Ontel
Watch the spot

In 2009, Tristar's Titan Peeler dueled with SAS Group's Samurai Speed Peeler and won (although both made the charts). In October 2014, Ontel brought back the Speed Peeler design with a new twist: dual-sided blades. They called it Miracle Peeler, and the commercial starred Marc Gill. Soon thereafter, Tristar made it a duel by bringing back the Titan Peeler with the same new twist, calling it the Titan Peeler Pro.

From what I can tell, neither item went very far. To further complicate things, IdeaVillage and Vince Offer teamed up around that same time to try another, similar peeler called Da Vinci Pro. In addition to offending a lot of viewers, it also failed.

One year later, Ontel is trying Tristar's item, which doesn't make very much sense to me. This is essentially the same product, same creative and same price with a lesser offer.

S7 Analysis: The three tests in 2014 demonstrated that while different, a dual-sided peeler isn't needed. Even the point of difference may not be enough these days given the original Titan Peeler still sells and is a great, quality item.

Photo Chest

Description: A photo storage case
Main Pitch: "Keep your treasured memories protected, safe and organized"
Main Offer: $19.99 for one with 16 containers
Bonus: Double the offer (just pay a separate fee)
Marketer: Telebrands
Producer: Jordan Direct
Watch the spot

Although this bears the same name as a product Telebrands tested in February 2013 (watch the spot here), it is a different product entirely. The former was a USB flash drive that could "store up to 4,000 digital photos." By contrast, this is an analog solution in a digital world -- and in that regard it is less likely than its predecessor to succeed.

On the other hand, flash drives are common and consumers with digital photos have so many free, cloud-based options from which to choose. A good solution for prints, especially given the demographics of DR, may be more likely to succeed.

The tie-breaker for me is the meta-category here: organization. So far, only shoes and spices have shown any ability to succeed in that category. Could photos be a third exception? Maybe a few decades ago, but probably not today.

S7 Analysis: Another way of putting the above: A good way to organize printed photos was much more needed a generation ago than it is today. And while the target isn't wrong, it is limited as a result. Additionally, as mentioned, the marketplace is crowded with options for preserving photos -- even to the point of services that turn old prints into high-quality digital photos.

Weekly Round-Up

  1. Dot-To-Dot. Brand: Colorama. Marketer: Telebrands. Pitch: "Over 100 challenging connect-the-dot puzzles designed for adults." Comments: At the risk of coming across as absurd, I'm going to argue that this makes less sense than its predecessor did. It seems to me that Colorama is about being artistic whereas this is pitched as an alternative to crossword puzzles, a different target market. It's also worth noting that at press time, an adult coloring book was No. 6 on Amazon's Top 100 books list while the highest ranked adult connect-the-dots books were in the 16,000s. On a separate note, it will be interesting to see how many of these 'kid books for adults' Telebrands and its competitors will try. This is Telebrands' third (here's their second.) The most alluring Siren categories always start with a hit (see lanterns). [ss]
  2.  
  3. Amish Cleaning Tonic. Brand: Dutch Glow. Marketer: SAS Group. Pitch: "Powerful, non-toxic all natural kitchen cleaner." Comments: This is another attempt at line extending Dutch Glow, a 2014 True Top Spender that Telebrands followed with Amish Secret (also a TTS). This product's full name is a mouthful -- it's "Dutch Glow Amish Cleaning Tonic"-- but I guess that was to help prevent immediate competition from Amish Secret Cleaning Tonic. [ss]
  4.  
  5. Big Show. Marketer: Telebrands. Pitch: "The incredible magnifying screen that triples your cell phone screen size." Comments: I'm guessing this one failed. The demographics are all wrong, and (largely as a result) phone accessories is a terrible DRTV category. [ss]
  6.  
  7. Colorama Cats & Kittens. Brand: Colorama. Marketer: Telebrands. Pitch: "The purrfect way to melt your stress away." Comments: That didn't take long! No. 4 and counting ... The positive: It's really just another volume of the same kind of book that's already a big hit. The negative: It segments the segment. [ss]
  8.  
  9. Gotham Steel Knives. Starring: Chef Daniel Green. Marketer: Emson. Pitch: "The sharpest, most precise knife set you'll ever own." Comments: This comes on the heels of Gotham Steel cookware, which is by the same marketer. I suppose that's one way to create a brand: Launch multiple items with the same name at once. On the other hand, this Web site is already down, so maybe that isn't the way to do it. [ss]
  10.  
  11. Mighty Shears. Marketer: Spark Innovators. Pitch: "The only scissor tool that you'll ever need." Comments: This one would be a great example for the part of my workshop where I talked about "Swiss Army" products. The key problem is fitting 10 pounds of pitch in a five-pound bag. Not only does the product do multiple things, it is multiple things. Even worse, the base product has been tried before: IdeaVillage and Chef Tony failed with it back in 2008 under the name Super Shears (see No. 10 in this post). [ss]
  12.  
  13. Perfect Bake. Pitch: "A patented smart scale and downloadable app that makes baking easy and fast." Comments: You lost them at baking scale ... and downloadable app. [ss]
  14.  
  15. Pillow Active. Pitch: "The world's first cold and flu pillowcase." Comments: Credibility is still an important element of a good DRTV pitch, and it is sorely lacking here. [ss]
  16.  
  17. Trash Tidy. Pitch: "Quickly replace trash bags in seconds." Comments: A classic solution in search of a problem. Watch the opening of the spot also to see two examples of what I call a "contrived problem." [ss]
  18.  
  19. Wiser Visor. Marketer: Telebrands. Pitch: "The hands-free visor clip that holds your phone at eye level, so you never have to take your eyes off the road." Comments: It's probably too soon after Allstar's GripGo and Emson's Clever Grip, which is still on the market, for a similar product to be successful. Then again, I said the same thing about Clever Grip when it came out. [ss]

In the News: Workshop Recap

The November/December issue of ER Magazine has a nice, two-page spread that recaps the afternoon workshop I gave at the ERA D2C Convention this October. (Click here to read it online.)

My thanks, once again, to everyone who attended. Special thanks to Rick Petry for the coverage and article.

And while you are considering some off-blog reading, make a note to check out this great article on choosing names from my friend and former colleague Steve Rivkin.

November 12, 2015

Yoshigi

Description: A Japanese skill toy
Main Pitch: "Sharpen balance, reflexes and creativity"
Main Offer: $14.99 for one
Bonus: Glow-in-the-dark version (separate fee)
Brand: Wham-O
Marketer: IdeaVillage
Watch the spot

Although the names are similar, this is nothing like the 2010-2011 hit Fushigi. That toy was simple in concept -- a magic gravity ball -- and only difficult in execution. Put another way: It didn't get complicated until you got it home. On TV, it looked like anyone could make it levitate.

By contrast, this toy looks very complicated from the first seconds of the commercial. It's almost the product's USP. The explanation is complicated, and the gadget looks complicated. The results are also less magical. (No levitation here.) Bottom line: I can't see kids pestering their parents for this one.

Crazy Chillers

Description: Color-changing gloves
Main Pitch: "When the cold air hits, it reveals the special hidden colors and designs every time"
Main Offer: $19.99 for a pair
Bonus: None
Marketer: Ontel
Producer: Hutton-Miller
Watch the spot

I remember these from when I was a kid. It's smart to bring them back as they seem made for kids' DR. Other winter gear for kids has been successful (see Flipeez), and so have many magic tricks. This is essentially a magic trick you can wear. The play value is somewhat limited, but the "wow" is strong. I can see this one doing well, especially as we head into the holidays.

Weekly Round-Up

  1. Bacon Boss. Pitch: "Perfectly brown, juicy, crispy and flat bacon from the microwave or oven." Comments: This is the second bacon item in as many weeks (see Bacon Bake). I don't think 'perfect bacon' is a strong enough idea to generate an impulse purchase. The Bacon Bowl was interesting and different -- a new way to enjoy bacon. This is merely perfecting the old way, which is probably 'good enough' for most people. [ss]
  2.  
  3. Happy Toezy Friends. Pitch: "The feet-warming slippers with mouths that have zippers." Comments: IdeaVillage had a good run with Infomercials Inc.'s Stompeez from 2012-2013, but those were visually interesting slippers that had play value. These have neither, and the primary benefit (warm feet) is better suited to adults. [ss]
  4.  
  5. Side Paws. Marketer: National Express. Pitch: "Keep your dog or cat close without sacrificing a good night's sleep." Comments: An expensive ($40) contraption designed for a segment of a segment. [ss]

November 05, 2015

PeelEEZ

Description: Kid-safe nail polish
Main Pitch: "When it's time for a new look, just peel it off"
Main Offer: $10 for three bottles (red, blue and pink)
Bonus: Double the offer (free)
Marketer: Telebrands
Watch the spot

As the father of two young girls, I like this product concept a lot. As a marketer, I'm not sure it's exciting enough to generate 'pester power.' Possibly. The fact it peels off has some fun play value, and the fact parents might let their girls paint their nails more often (or at all) solves a problem for said girls.

S7 Analysis: The trickiest thing about a project like this is who it's targeted toward. Traditionally, young girls have been one of the hardest demographics to reach using DRTV, and the media situation is getting worse every year.

Gotham Steel

Description: A non-stick pan
Main Pitch: "The newest technology in non-stick cookware made with ceramic and super-strong titanium"
Main Offer: $19.99 for one
Bonus: Folding omelet pan (just pay separate P&H)
Starring: Chef Daniel Green
Marketer: Emson
Watch the spot

Telebrands' Orgreenic was a monster item from 2012-2013, but it is way too soon to bring it back -- or anything like it. Besides, Telebrands couldn't make a go of the Slip Stone Pan last year, and they had a ton of experience in the category plus retailers who would have loved a second act even half as good as Orgeenic.

As for the creative, it's really good with lots of first-rate demos, and Chef Green carries the spot well. If this were 2011, I'd be predicting a winner!

S7 Analysis: When Orgreenic hit the market, there was clearly a strong need for a new kind of non-stick cookware. Today, that need has been met ... in spades.

Pumpkin Paradise!

Description: A recipe book
Main Pitch: "Favorite pumpkin recipes you can make at home in minutes"
Main Offer: $10 for one
Bonus: 2nd book (just pay a separate fee)
Starring: Cathy Mitchell
Marketer: Telebrands
Watch the spot

Telebrands has figured out how to market books successfully, and they have a winning recipe (smile) with cookbooks presented by Cathy Mitchell. However, I don't see how a hyper-seasonal book geared toward a particular taste can work.

I happen to love pumpkin, especially pumpkin pie, but I'm only one of two people at Thanksgiving who's interested. (More for me!) Not that my family focus group means anything. It's possible pumpkins are fought over in other homes, or that pumpkin is trending, but the combination of risks makes this one look unlikely to succeed.

S7 Analysis: It would be hard to argue that any cookbook is truly needed, and the concerns expressed above call into question whether this particular book is targeted to a big enough buying group. Otherwise, the category and commercial meet the S7 criteria.

Hover Hockey

Description: Portable air hockey
Main Pitch: "Take the fun and excitement of air hockey anywhere"
Main Offer: $14.99 for the set
Bonus: None
Brand: Wham-O
Marketer: IdeaVillage
Watch the spot

This is one of two attempts at a sequel to Hover Ball to come out at the same time. (The other is Hover Bowling.) My take: While indoor soccer was something new, this is just a cheap-o (grin) version of something that already exists. If you love air hockey, you'd probably spring for a real table -- and you probably don't love it so much that you need a portable version.

Hover Bowling

Description: Indoor bowling
Main Pitch: "Imagine having a bowling alley in your home"
Main Offer: $14.99 for the set
Bonus: None
Brand: Wham-O
Marketer: IdeaVillage
Watch the spot

This is the second of two attempts at a sequel to Hover Ball. (See also Hover Hockey.) This one is more in-line with its predecessor as there is no well-known indoor bowling system. I'm not sure bowling will generate the same interest as soccer did, though. Plus, bowling with a flat, hovering disc seems a little awkward.

Weekly Round-Up

  1. TV Squeegee. Marketer: Spark Innovators. Pitch: "The microfiber wand that safely cleans any device screen with a simple swipe." Comments: This is a classic solution in search of a problem. [ss]
  2.  
  3. Emerald Vision. Marketer: Telebrands. Pitch: "Specially designed sunglasses that brighten your mood." Comments: This Website came down quickly and barely left a trace, so it's safe to assume it didn't work. [ss]
  4.  
  5. Hair Ball. Marketer: Allstar. Pitch: "All in one grooming system that fits in the palm of your hand." Comments: This is another site that came down quickly, so I have to assume it failed. [ss]
  6.  
  7. HD Free TV. Marketer: InvenTel. Pitch: "Don't pay hundreds of dollars for cable or satellite TV again." Comments: This is a distant fourth-to-market follower. See my review of Tristar's Free TV Key for the history. [ss]

October 29, 2015

In the News: Walgreens & Rite Aid

Most of you know by now that Walgreens, the largest drug chain in America, is set to acquire Rite Aid, the third largest chain. Assuming antitrust regulators approve the deal, which Reuters said would close in the second half of 2016, I wondered what effect it will have on the DRTV business. So I asked a few veteran drug-chain reps for their opinions.

The acquisition "will be a disadvantage for many ASOTV vendors," said Mike Govindani of Screen 2 Store. "The overall store count will decrease as Walgreens will ultimately close non-profitable stores and those that are in the same vicinity as an existing Walgreens location. The net result will be less doors -- at least in the short term."

Several other reps I spoke to confirmed this and recalled the negative impact of past consolidations, such as the CVS acquisition of Long Drugs in 2008 and the Walgreens acquisition of Duane Reade in 2010. "We did a lot more business between the two," said one rep, speaking of the former consolidation. "Typically in an acquisition, many stores are closed down for various reasons, and it also causes disruption operationally for long periods of time to the existing business at both companies."

It seems the media is calculating the new Walgreens store count without factoring in closures. For example, CNN Money reported that, post-acquisition, Walgreens would have "nearly 13,000 U.S. stores ... (which) would catapult the merged company above CVS, which has 7,800 stores." But every insider I spoke to said the new whole won't equal the sum of the parts -- or even close to it. Word is the number of Rite Aid stores closing could be 25 percent or more, one insider told me.

Putting aside the issue of less doors, such consolidations have their pros and cons, the reps explained. Managing campaigns becomes easier, but failing to get into an account is all the more devastating. "If Walgreens passes on an item, it's a major blow to any vendor that's supporting their SKU with heavy media," Govindani said. "This is especially true if their retail campaigns are subsiding their media spending."

Bacon Bake

Description: A bacon pan
Main Pitch: "Cooks crisp, delicious, healthier bacon in minutes without the greasy mess"
Main Offer: $19.99 for one with Bacon Keeper
Bonus: Double the offer (just pay a separate fee)
Marketer: Telebrands
Watch the spot

The World Health Organization (WHO) recently released a report that links a certain type of cancer with processed meats such as bacon. "Devastating that scientists say bacon causes cancer," Paul Basset Davies tweeted soon after, "and we face the fact we'll have to give up science."

There is truth in jest, and this joke reveals something about people's feelings about bacon. Namely, they know it's unhealthy, but they love it anyway.

I read something similar about hamburgers a while ago. At a time when people are more health-conscious than ever, hamburgers are growing in size and calories (witness the 1,330-calorie Baconator Triple). The article declared this a "counter-trend," but I remember thinking it was more like common sense. When people go out to eat (a rare treat when everyone is trying to be healthy) they don't want to eat diet food. They want to eat things like the biggest, baddest burger they can find.

S7 Analysis: The sheer awesomeness of bacon gives this sub-category an emotional advantage that tends to defy logical criteria. The Perfect Bacon Bowl, a 2014 True Top Spender, was definitely different, but was it needed? A bacon-lover would say, "I don't understand the question?" Having "healthier bacon" as a primary pitch tends to undermines this advantage. Logic reasserts itself, and let's face it: There is no logical reason to buy a product like this. A pan is much quicker.

Crack Away

Description: A concrete crack sealer
Main Pitch: "Fill in those cracks and make your property look new while preventing further damage"
Main Offer: $14.99 for a one-quart bottle
Bonus: 2nd bottle (just pay a separate fee)
Marketer: Telebrands
Watch the spot

Allstar 'fast failed' with a similar product, under the name Insta Fill, in the summer of 2014. (See No. 12 in this Weekly Round-Up.) The bet is that a large enough percentage of people currently have cracks in their concrete that need filling. Past history indicates this is probably not the case.

S7 Analysis: The weakness here is a combination of two criteria. The product probably isn't needed by a large enough buying group (i.e. target). If it were, this one would have a decent shot at success because the pitch is quite motivating.

Weekly Round-Up

  1. Bandu. Pitch: "Turn any household chair into a full gym." Comments: This concept has been tried twice before on DRTV. This Weekly Round-Up from 2012 has the details. Generally speaking, fitness is not a great short-form category, and this product isn't especially exciting or unique.[ss]
  2.  
  3. Flip and Store. Marketer: Telebrands. Pitch: "The fast and easy way to store more." Comments: The Website is down, so I'll assume this one is no-go. Organization is a very tricky category. [ss]
  4.  
  5. Perfect Fit Cushion. Pitch: "Transforms from one amazingly comfortable position to another." Comments: This one is reminiscent of Hampton's Total Pillow, a 2010-2011 hit, but it's too soon for the concept to make a comeback. The category has also flipped from good to bad, producing nothing but flops these days. [ss]
  6.  
  7. Purrfect Pouch. Marketer: Lenfest. Pitch: "Comfy cat carrier and grooming sack in one." Comments: Cat products are unpredictable, but my gut is that this one is too utilitarian to find success. It's also a bit of a fashion statement, which makes it doubly unpredictable. [ss]
  8.  
  9. Step By Step. Marketer: Telebrands. Pitch: "Cut the rise and effort in half when stepping into your doorway." Comments: Another dead Website. I think it's a 'problem scale' issue. Getting out of a car from a seated position (Car Cane) is much higher on the scale than stepping up onto a doorstep. The market size is obviously much bigger for the former as well. [ss]

October 27, 2015

Magic Path

Description: An adult coloring book
Main Pitch: "A relaxing escape you can enjoy without ever leaving your home"
Main Offer: $12.99 for one
Bonus: Pocket version of book, 5-piece colored pencil set (free)
Marketer: Telebrands
Producer: Sullivan Productions
Watch the spot

Get ready because here it comes! Now that it's clear Colorama, a coloring book for adults, is a success, we're going to see an adult version of every kid activity and puzzle imaginable tried on DRTV. Insofar as the first success makes sense, this one also makes sense. Beyond that, I continue to be at a loss when it comes to this category.

On that note: Congratulations to Telebrands and Sullivan Productions for seeing something I clearly did not!

S7 Analysis: The first success defies the S7, so this project does as well. There's no sense trying to explain with logic something that is emotional and trend-related.

Get Fit

Description: Portion-control containers
Main Pitch: "The simple way to melt the pounds away"
Main Offer: $14.99 for 7 containers plus recipe guide, exercise DVD
Bonus: Double the offer (just pay P&H)
Marketer: Ontel
Producer: Concepts
Watch the spot

This is the Tupperware version of those portion-control plates I noted earlier this year. See No. 3 in this Weekly Round-Up for details. My gut (which is quite minimal these days!) is that people are lazy and looking for easy solutions to their weight problems. How else to explain the success of diet pills like Alli despite their embarrassing side effects? Or the success of fitness products with amusing, oxymoronic brand names like Ab Lounge? This represents the opposite of that. You have to be disciplined and regimented to want to this, and that would make you something like the antithesis of the typical DRTV buyer.

S7 Analysis: Is a portion-control system needed? As a societal question, the answer is clear: definitely! But as a matter of individual perception, I'm not as confident. People probably won't see the need to spend money on something they believe (all evidence to the contrary) that they can control on their own.

Z Band

Description: A chin strap
Main Pitch: "Stops the snore so you sleep more"
Main Offer: $19.99 for one
Bonus: Free shipping
Marketer: Telebrands
Watch the spot

This product was tried by Top Dog in the spring of this year under the name Be Quiet. What's different is the price has doubled to $19.99 from $10. The offset is there is no BOGO with double S&H or a separate fee attached. In fact, there is no S&H of any kind -- even on the base offer. This is a first as far as I know. I don't think anyone has tried it with a $19.99 product. Some (e.g. IdeaVillage) eliminated BOGOs and bonuses with additional fees long ago. But not charging anything except $19.99 is a new extreme.

S7 Analysis: My assessment from last time stands: The target here is a segment of a segment and the available solutions are many; i.e. the category is not uncrowded. However, a good solution is surely needed by those who suffer with snoring, so those shortcomings can be overcome if the product is viewed as different enough to be worth trying.

SciMark Report from October Response

My SciMark Report in print for October is now available on the Response Website.

This month I write about Telebrands' Thicken, Tristar's Genie Shape Skirt and Mobile Cane by Bluewater.

Coming Soon

In the upcoming November issue, I'll be writing about Top Dog's BeAligned, Ontel's Crystal Smooth and Telebrands' PedEgg Magic Slippers.

October 22, 2015

Weekly Round-Up

  1. Dream Books. Marketer: Spark Innovators. Pitch: "Amazing interactive books that come to life before your eyes." Comments: I've written about augmented reality before, and the application here is ideal for DRTV. If the market is ready and tablet use is high enough among the target demo, this one should do well. [ss]
  2.  
  3. BouDé. Pitch: "Freshness within reach." Comments: Flushable wipes are a commodity item these days. The hanging dispenser feature isn't enough to make them into a DRTV item. [ss]
  4.  
  5. Bright Eyes Pets. Pitch: Their "eyes light up with love." Comments: Cute product, good creative, bad timing. The plush toys craze is long over. [ss]
  6.  
  7. Cold Flash. Pitch: "Clinically proven, all-natural, hormone-free hot flash relief that works on contact." Comments: As I wrote in my review of the Genie Cool Bra, menopause sufferers are a classic segment of a segment. Add in the credibility/safety issues of a topical cream from an unknown brand, and this one becomes highly unlikely to succeed. [ss]
  8.  
  9. EZ Notes. Marketer: Spark Innovators. Pitch: "The easy way to remember everything." Comments: Like flushable wipes (see above), postable notes are a commodity item. The "no glue, no tape" benefit isn't enough to make them into a DRTV item. [ss]
  10.  
  11. Fish 2 Go. Marketer: Global. Pitch: "Be ready to fish anywhere, any time." Comments: As I've mentioned before, recent research shows only about 7% of people fish on a regular basis. That and the $50 price tag puts this one at a significant disadvantage. [ss]
  12.  
  13. Fur Away. Pitch: "Quickly and gently lifts pet hair off any surface in no time." Comments: This one solves a problem and looks unique, but that uniqueness also makes it look less easy to use than other solutions. [ss]
  14.  
  15. HydroBlast Pro. Marketer: Global. Producer: Monte-Brooks. Pitch: "Revolutionary water flosser" makes you "feel like you just left the dentist." Comments: I'm not sure why this re-tested, but it gives me a chance to 'post for posterity' since I missed it the first time. It originally tested in December of last year. In February, it became a duel when Dr. Hart's Power Floss also tested. Today, Power Floss has been on the charts for 21 weeks and I cannot find HydroBlast, so the outcome of the duel seems apparent. [ss]
  16.  
  17. Mega Brite. Pitch: "The clean solution to a messy problem." Comments: This is a less-unique version of Spark Innovator's Ring X, giving it zero shot in a category dominated by big brands. [ss]
  18.  
  19. True Diamond Nail Armor. Pitch: "Real diamond-infused nail treatment." Comments: While the diamond claim is unique, the pitch is not. Ontel's Pink Armor had essentially the same pitch and was on the JW Annual for 2012 and 2013. [ss]

October 15, 2015

Presto Wallet

Description: A wallet
Main Pitch: "Simply pull the tab, slide and presto! Like magic, all your cards are neatly organized"
Main Offer: $10 for one
Bonus: 2nd one (just pay P&H)
Marketer: Allstar
Producer: Opfer
Watch the spot

This is the best attempt to bring back the Magic Wallet (No. 3 on the 2000 JW Annual) concept that I have seen. What was always missing in the past was, well, the magic. This one has it and, given the track record of wallets, it could do well.

Of course, that same track record means it could flop as well. Wallets is that kind of hit-or-miss category. Plus, a roughly similar concept has been tried before without success. It was called the Micro Pop-Up Wallet , and it was tried in August of 2012. This design is significantly different, but is it different enough to succeed where that other one failed?

S7 Analysis: The question above is straight out of the S7. The other requirement that always gives me pause with wallets is the uncrowded criterion. There certainly isn't a shortage of ways to hold and organize your cash and cards.

Brush N Play

Description: A dog toy that cleans teeth
Main Pitch: "The toothbrush your dog wants to play with"
Main Offer: $14.99 for one
Bonus: 2nd one (just pay P&H)
Marketer: Allstar
Producer: Hutton-Miller
Watch the spot

This is the eighth attempt to launch an oral hygiene product for dogs that I have logged in the last few years. Here's the list:

  1. Allstar's Brushy Bone (January 2013)
  2.  
  3. Lenfest's Brushy Bowl (May 2013)
  4.  
  5. Telebrands' Fresh Licks (June 2013)
  6.  
  7. Allstar's Brush No More (September 2013)
  8.  
  9. Telebrands' Fresh Bowl (September 2013)
  10.  
  11. Ora Pup (October 2014)
  12.  
  13. Pooch Smooch (June 2015)

Prior to these, two oral hygiene sprays -- 2011's Plaque Attack and the Telebrands' follower Plaque Blast -- were successful, and that may have created this particular Siren.

S7 Analysis: Based on the above track record, I have to conclude that either such solutions aren't needed or the category is more crowded than DR marketers think. While a dog toy version is different than other attempts (with perhaps the exception of Brushy Bone), the wide array of past failures makes me think being unique isn't enough to overcome these challenges.

Egg Pops

Description: A microwave egg cooker
Main Pitch: "Enjoy hard-boiled eggs, without the shell, right from your microwave"
Main Offer: $10 for six plus an egg separator
Bonus: Double the offer (just pay P&H)
Marketer: Allstar
Producer: Hutton-Miller
Watch the spot

This is the microwave version of Allstar's Eggies, a 2011 True Top Spender. Besides it probably being too soon for this Phoenix to rise again, I have a credibility concern about hard-boiling individual eggs that I have to admit isn't completely logical. 

After all, hard-boiling eggs in the microwave must be believable because it worked for Emson's Egg Genie (a 2009 hit). And hard-boiling eggs individually must be believable because it worked for the aforementioned Eggies. Yet for some reason, hard-boiling eggs individually in the microwave sets off my BS detector and makes me think others will have the same objection.

S7 Analysis: Egg items routinely defy the needed criterion in a way that makes predictions about this category especially tricky. My working hypothesis is that focusing on the most common egg-preparation styles (e.g. hard boiled not poached or steamed) and being different are the keys to success. If that's true, this one could have an issue in the latter regard given the recency of a product with a similar design. Otherwise, it fits the profile of a winner.

Liquid Hold

Description: A non-slip rug spray
Main Pitch: "Spray under rugs and mats to stop slipping and sliding"
Main Offer: $10 for a 12-oz bottle
Bonus: 2nd bottle (just pay P&H)
Marketer: Hampton
Watch the spot

This concept was tried just last month under the name Rug Lock. One thing I didn't mention in that short review was the credibility issue. I think people will find it hard to believe that a spray can be an effective solution to this problem. It's also probably too soon after Ruggies, a 2013 True Top Spender, for a similar pitch to break through.

S7 Analysis: With Ruggies, Lenfest proved that a solution for slippery rugs is needed enough and targeted to a big enough buying group. So the only S7 issue I can see is the one I write about the least: clarity. Is it clear how this works and why? When the claims are inherently unbelievable, even more clarity than usual is necessary to address potential objections.

Rocket Copters

Description: A flying toy
Main Pitch: "Super-bright, light up the night helicopters"
Main Offer: $14.99 for six copters and launchers
Bonus: None
Brand: Wham-O
Marketer: IdeaVillage
Watch the spot

I'm familiar with this product -- my kids and I have played with it before -- so my major concern here is informed by that experience. Namely, this is a dollar-store quality toy being marketed like an Air Hogs quality toy. That's not to say six for $15 is a bad deal, it's just that the expectations created by the advertising are unlikely to be met.

That said, this has a lot of other things going for it. In fact, the two places I have seen and purchased it were on the street from live-demonstration vendors (aka the ideal place to find visually interesting products). Kids, and adults in touch with their inner kid like me, were easily mesmerized by how high it goes and its spinning lights. If that translates well to TV -- and the commercial does a solid job of trying -- this one could do well.

S7 Analysis: As with all kid items, the S7 doesn't really apply. But this certainly meets the "wow" and "play value" criteria and, based on my focus group of two children, certainly has "pester power" working in its favor.

Free TV Key

Description: An HD digital antenna
Main Pitch: "You don't need expensive cable or satellite anymore"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay P&H)
Starring: Brian Hyder
Marketer: Tristar
Watch the spot

Tristar has had a good run with Clear TV, demonstrating that (contrary to my original thinking) there is a market for products like these. Telebrands also demonstrated this with Rabbit TV. Of course, the flip side of two top DRTV marketers being right and being successful is the concept stops being unique, and that is my main concern with this project.

Another is customer satisfaction with previous products, which can damage entire categories if significantly poor. A quick check online shows Clear TV with 2.9 out of 5 stars on Amazon. Rabbit TV has 2.6 out of 5 stars with a lot of negative comments suggesting the commercial may be misleading. That's not terrible, but if "readily available" and "not great" are word associations in the prospect's mind, closing this sale will be difficult.

S7 Analysis: Another way of putting the first concern mentioned above: Is this type of product still perceived as different enough to enjoy the success of its predecessors? If so, this looks good from an S7 perspective with a still surprising check mark in the targeted column.

Zip Bundler

Description: A bundling device
Main Pitch: "Your one solution for organizing, binding, securing and repairing"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay P&H)
Starring: Brian Hyder
Marketer: Tristar
Watch the spot

The concept of "usage occassion" comes up when I think about items like these. An ideal DRTV product should have a frequent usage occasion, meaning people will use it often enough to justify the purchase. Actually, to be more precise, people must think they will use it often enough to justify the purchase. When I think about bundling stuff, I don't see that being the case.

I understand why this item was tried, though. It's Old Gold. The original item was Direct To Retail/ARM/Cricket's Handy Bundler, and it sat on the annual charts from 1997-1999, topping out at No. 6 in '98. That's impressive. However, an attempt by SAS to bring it back in 2008 (under the name EZ Bundler) was not successful.

S7 Analysis: Perhaps another way to look at this is as a market-size issue (how many people are bundling anything besides newspapers and magazines on a regular basis?) and/or an age-related issue (come to think of it, how many people still read printed newspapers and magazines?). In S7 lingo: Is this sort of solution targeted toward a big enough buying group to be successful? My gut says probably not.

Spiffy Spinner

Description: A spinning duster
Main Pitch: "Cut all your dusting by up to half the time"
Main Offer: $14.99 for one
Bonus: 2nd one plus Sticky Buddy (just pay a separate fee)
Marketer: Telebrands
Producer: The Schwartz Group
Watch the spot

First there was Static Duster, a genuine Old Gold monster hit (No. 4 on the 1997 JW Annual). Then there was Go Duster (No. 33 on the 2007 JW Annual). And now we have Go Duster with a twist, the ability to extend and angle. A safe bet would be to predict a hit. It's not yet a decade, but enough time has passed.

However, I can remember back to 2007 and how Go Duster never quite lived up to the hype. One issue: P&G's Swiffer Duster had hit the market in 2003, even coming in at No. 39 on the JW Annual that year, and it took over the category in much the same way the Swiffer mop had taken over floor care.

As for this commercial, it gets everything right and even manages an original magic demo in the dinosaur skeleton scene. Clever!

S7 Analysis: The S7 failures here are needed and uncrowded with one being related to the other. That is, a new solution for dusting is no longer necessary because the shelves are crowded with great options these days.

Dump Diet

Description: A diet cookbook
Main Pitch: "Makes preparing dinner and losing weight easier than ever before"
Main Offer: $10 for one
Bonus: 100 Calorie Snack Book (just pay a separate fee)
Starring: Cathy Mitchell
Marketer: Telebrands

This is really just an FYI or 'post for posterity' as we are well past the discussion phase when it comes to Telebrands and books. I have no data on how well these Dump books have sold. That would be interesting to know. 

Until then, I'll have to stick to making jokes. Today's joke: They're probably going to need to change the name since 'dump diet' has already been trademarked by the makers of the diet pill Alli ... (rim shot) Thank you! Don't forget to tip your waitress!

Weekly Round-Up

  1. Car Bar. Marketer: Telebrands. Pitch: "Get in and out of your car safely with ease." Comments: This is one of two Car Cane followers in this week's round-up. The timing is strange and the rationale escapes me. Emson has been on the charts for 18 weeks and is already everywhere at retail. [ss]
  2.  
  3. EZ Lift. Marketer: Tristar. Pitch: "Makes getting in and out of your car easy and hassle free." Comments: This is the other Car Cane follower. It's the same price and even looks the same, so again I am mystified. A duel (let alone a triple duel) with this much of a delay doesn't make sense, especially when the lead player is one of the 'Big Six.' [ss]
  4.  
  5. Eggs N More. Marketer: Lenfest. Pitch: "The revolutionary pan that steams and cooks food without an ounce of fat." Comments: Steamed eggs are just strange to me, and I see no reason why someone would want to make four different mini-omelets at the same time. [ss]
  6.  
  7. Shiki Emoji Bands. Marketer: Harvest. Pitch: "Double-sided emoji wrist bands that you can wear and share." Comments: With the possible exception of the Rainbow Loom followers, trying to jump on a teen fashion trend hasn't been a winning strategy for DR. [ss]

October 01, 2015

Last Chance!

Today is your last chance to register for "What Every DRTV Pro Should Know" at the pre-show price. After today registration will still be possible, but the price will be $100 higher.

Click here to register now.

Canine Condo

Description: A pet tent
Main Pitch: "The perfect retreat from pouring rain or the blazing sun"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Producer: Concepts
Watch the spot

This is sort of like the outdoor version of the Pet Cave. I suppose there is a market for a portable doghouse -- a literal pup tent -- but I don't see it being a DRTV item.

S7 Analysis: From an S7 perspective, the big question is whether this is needed. I guess we'll find out.

Handi Shield

Description: A tag holder
Main Pitch: "Securely protects any parking pass"
Main Offer: $10 for one
Bonus: Car Bar (just pay a separate fee)
Marketer: Telebrands
Watch the spot

Amateur hour. Wait ... what? This is the industry's True Top Marketer for the last three years in a row? I don't get it!

S7 Analysis: I'll start with the positive: This category is most assuredly uncrowded Moving on to the negatives ... You know, everything else.

Weekly Round-Up

  1. Better Bacon Press. Marketer: Eagle Eye. Producer: Hutton-Miller. Pitch: "The perfect way to cook crispy bacon." Comments: Bacon is awesome, and Hutton-Miller is awesome (especially when working with bacon) ... but this is a solution in search of a problem. [ss]
  2.  
  3. Click A Color. Marketer: Norman. Producer: Opfer. Pitch: "Revolutionary color-changing LED light bulbs." Comments: A beautifully shot commercial, but the target is all wrong. This is a kids' item at best. Adults are more inclined to buy something like Underlight, and that doesn't seem to have gone anywhere. [ss]
  4.  
  5. EverCool Towel. Marketer: InvenTel. Pitch: "The cutting edge technology cooling towel to quickly cool you down any time anywhere." Comments: The product is a follower (see Endura Cool) and the creative is highly derivative as well. [ss]
  6.  
  7. Gazoos. Marketer: National Express. Pitch: "Gets your dog off the couch with its unique talking, squawking." Sort of a cross between Wobble Wag Giggle Ball and Ball Pets . It's anyone's guess whether items like these will work on DRTV. [ss]
  8.  
  9. Phone Pocket. Pitch: "The ultra slim stick-on wallet." Comments: Been there, tried that (concept). [ss]
  10.  
  11. Space Ball. Pitch: "Grip it. Whip it. Slam it. Kick it." Comments: Projects like these are hit or miss (sports pun intended). In fact, IdeaVillage's Hover Ball is one of the few recent ones that have had any success. [ss]
  12.  

September 27, 2015

DRTV Pop Quiz (3)

Time is running out to sign up for my "What Every DRTV Professional Should Know" seminar at the 2015 ERA D2C Convention, which takes place Monday, October 5 between 1 and 4 pm. You know you want to go, so I'll wait while you visit the page for the event ...

All signed up? Great. Still not convinced you should attend? I get it. Either way, take my third and final quiz below to see where you stand:

  1. According to hit lists from the last several years, what is the No. 1 category for DRTV products?
  2.  
  3. Name two appropriate uses for a 'split screen.'
  4.  
  5. What famous advertising concept, introduced in a seminal 1981 book by the same name, describes how to differentiate a product in the mind?

Take a moment to ponder -- or perhaps to sign up for my seminar after all :-) -- and then take a look below to see how you did.

Here are the answers:

  • The No. 1 category for DRTV products, by far, is kitchen/cooking. See the end note (1) below for a list of every hit I jotted down during a recent examination of the last five years. I'll go over the other top categories, and the bad categories as well, during the seminar.
  •  
  • Two appropriate uses for a 'split screen' are comparing (e.g. a side-by-side demonstration) and contrasting (e.g. before and after). During the seminar, we'll explore more than 10 techniques for making DRTV commercials that sell.
  •  
  • The advertising concept that describes how to differentiate a product in the mind is "positioning." It was introduced in 1981 by Al Ries and Jack Trout in a book titled, "Positioning: The Battle for Your Mind." Mr. Ries has two cameos in my presentations for the seminar (his concepts, that is).

For those keeping score at home, this was actually my fourth quiz. The first appeared on the ERA blog in July. The others are here and here.

See you in Vegas!

-----

(1) Here's that list of kitchen/cooking hits (in alphabetical order): AeroKnife, Bacon Wave, Bake Pop, Chef Basket, Chop Magic, Dump Cakes, Edge of Glory, Eggies, Miracle Grill Mat/Yoshi Grill & Bake Mat, Orgreenic, Pasta Boat, Perfect Pancake/Flip Jack, Perfect Bacon Bowl, Perfect Brownie, Perfect Meatloaf, Perfect Tortilla, Pop Chef, Potato Express, Samurai Pro, Slap Chop, Slice-O-Matic, Stone Dine, Stone Wave, Stufz, Yoshi Blade, Yoshi Blue.

September 24, 2015

Watering Willy


Something Freudian might be going on

Description: A lawn-watering device
Main Pitch: "A fun character that waters your lawn for you"
Main Offer: $19.99 for one of five characters
Bonus: 2nd one, Pocket Hose Dura Rib (just pay a separate fee)
Marketer: Telebrands
Watch the spot

This is the second phallic Telebrands product in as many weeks (here's the first). Has finding new products gotten so hard (ahem) that DR marketers must go to these lengths (tee hee)? Even the bonus is suggestive! I mean, I'm pretty sure "Dura Rib" is a brand of condom.

OK, so the product is bizarre, but the commercial lets us know the marketer is aware of this and the jokes end up being genuinely funny. Kudos to whoever wrote this. Although the item is unlikely to sell, the spot could go viral ... and there's always Spencer Gifts.

S7 Analysis: This one is all kinds of different, but that's about it.

High Spy Drone

Description: A quad copter with onboard camera
Main Pitch: "Get ... to places you'd never reach with your camera
Main Offer: 2 pay of $19.99 for one with charger, 2GB mini SD card, etc.
Bonus: 2nd one with all accessories (just pay a separate fee)
Marketer: Telebrands
Producer: Bluewater
Watch the spot

This one is a total flyer (smile). I supposes there's a DR case to be made using the success of Spin Master's Air Hogs line -- they even have a quad copter -- but this pitch isn't anything like that. Rather, it more tries to draft off the adult hobbyist trend with a category-killer price. But just like that poor man's GoPro Telebrands tried (wait, is that the same alligator?), this project faces a major credibility challenge.

S7 Analysis: As with the previous product, I also wonder about the targeting here. Something tells me very few older folks are into drones. The same could be said of women, another key DRTV buying group.

Solar Flats

Description: Solar-powered landscape lights
Main Pitch: "Turn your boring backyard into an exceptional landscape"
Main Offer: $10 for two
Bonus: Two more (just pay a separate fee)
Marketer: Telebrands
Watch the spot

This might have been an Old Gold feature as it is close in concept to a 2006 Emson hit called Bell + Howell Solar Floodlights (still available here). The twist here is the lights "sit flush with the ground, so they're always out of your way." Enough time has passed for this Phoenix to rise again, so this project might have a shot. Of course, people will really have to buy into the flat-light benefit for competition not to be an immediate problem.

Another negative I should mention: The absolutely dismal track record of lights lately. Back in 2006, lights were all the rage. That's the same year Telebrands' Stick Up Bulb rolled out and Ontel was having its run with an updated Tap Light called Stick 'N Click. Today, lights top my list of categories to avoid. That said, there is some indication that landscape lighting might be an exception, so I'll take a wait-and-see position on this one.

S7 Analysis: I thought the original Bell + Howell product violated the needed criterion, so I have the same issue with this project. Other than that, it stacks up pretty well.

Purrfect Pop

Description: A cat toy
Main Pitch: "Makes catnip-infused bubbles for hours of fun"
Main Offer: $19.99 for one with bubble solution
Bonus: Double the offer (just pay a separate fee)
Marketer: Telebrands
Producer: Concepts TV (of course)
Watch the spot

If this concept didn't work for dogs, I don't see why it would work for cats.

S7 Analysis: Toys for pets are like toys for kids in that the S7 criteria don't apply. And neither do the few criteria for kid items I have collected (e.g. 'pester power,' play value). That makes this a project only Telebrands could love: You have to just take the shot.

Weekly Round-Up

  1. Gelepads. Pitch: "Puts a layer of support between you and your armrest to take pressure off the hard parts of your body." Comments: The three product criteria covered by the SciMark Seven are needed, different and targeted. This one fails all three. It's low on the problem scale, doesn't stand out as unique and the primary target is people who sit in an office chair all day, which is not our core market of Baby Boomers and seniors. In other words, this is not a DRTV item. [ss]
  2.  
  3. Kleanbowl. Pitch: Biodegradable insert "eliminates the germs and bacteria found in your pet's regular bowl." Comments: After the DRTV Product Summit in Pittsburgh a few years ago, I blogged about an inventor item I had seen called Dirty Dog Paw Spritz, an antibacterial spray for a dog's paws. "This is a classic example of the 'segment of a segment' problem that plagues so many inventors," I wrote. "As if the germaphobe market wasn't narrow enough, now there's a product for germaphobes with dogs." Well, now there are two such products. [ss]
  4.  
  5. Stain Stompers. Brand: Woolite. Pitch: "Stomp out stains the easy way." Comments: I can see people in need trying this, but I can't seem them buying it off TV. Preparedness is the opposite of impulsiveness. [ss]

SciMark Report from September Response

My SciMark Report in print for September is now available on the Response Website.

This month I write about Top Dog's Visitation Cross, Telebrands' Polar Pooch and Tristar's Copper Wear Tensation.

Coming Soon

In the upcoming October issue, I'll be writing about Telebrands' Thicken, Tristar's Genie Shape Skirt and Mobile Cane, which was produced by Bluewater.