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.