February 05, 2015

Weekly Round-Up

  1. Pocket Hose Top Brass. Starring: Paul James, "The Gardener Guy." Marketer: Telebrands. Pitch: The "#1 bestselling expandable hose is now 3X stronger." Comments: This is the third Pocket Hose to hit the market in a 'pro strategy' par excellence. The second was Pocket Hose Ultra in late 2013. Interesting that Richard Karn has been replaced by the lesser-known Paul James of HGTV fame. More interesting that the brand survives despite the less-than-stellar customer ratings of the original (just 2 out of 5 stars on Amazon). Examples like that lend credence to my assertion that customer satisfaction has very little impact on DR success. [ss]
  3. Dr. Hart's Power Floss. Marketer: On Demand. Producer: Hutton-Miller. Pitch: "The fast, easy, pain-free way to floss every day." Comments: Anything that makes flossing less of a chore seems like a good idea to me. Water flossers aren't new, but the average price at major retailers is about $50, so the value proposition is compelling. [ss]
  5. Scoopette. Marketer: Will It Launch? Pitch: "The dog walker's utility tool." Comments: No, it won't launch, and it's a rookie move to try. Anyone with DRTV experience knows pooper scoopers don't work. In fact, if I had to pick one type of product that I would recommend my clients never, ever try on DRTV, that would be the one. [ss]

That's all the DR items for this week, but here's an additional item from the catalog business I couldn't help but share (HT: Scott B.) It's the most extreme example of The Delusion of Single Explanations I've seen!

(First one to explain what I mean in the comments section wins a free subscription. First one to provide a rational explanation for the name choice wins my eternal admiration!)


  1. The logo depicts the Brooklyn Bridge, one of the earliest and most prominent examples of cable suspension bridges in the world. If this suspension bridge can successfully hold thousands of cars, surely its pillow descendant can hold your aching back and feet. Furthermore, its designer, John Augustus Roebling, severely injured his foot while surveying for the project. He definitely could have used such a pillow. Anyway, by studying material strength... Oh, who are we kidding? "Olde Brooklyn Lantern" worked and that's why they picked the name.

  2. Since the other items with the Brooklyn happen to be successful like the lantern, not because they are great items, then all things with the Midas touch of the Brooklyn name and logo have the wind at its back, the Grand Delusion. I really, really want the free subscription to the blog!

  3. Steve, get in line. Yours truly, Brooklyn Mark