The SciMark Report

Review: Hand Perfection

2012-02-09T08:48:00.000-05:00

Description: An anti-aging cream
Main Pitch: "The first award-winning, anti-aging hand-care system for younger looking hands"
Main Offer: $19.95 for 30-day supply of day and night cream
Bonus: Free nail & cuticle treatment
Starring: Ellen Sirot
Website: www.HandPerfection.com
Prediction: N/A

This is not really my area (the business model is different), but I have dabbled in it. The focus has always been on the face in this category, mainly because that's what has been successful. I always liked the idea of targeting other areas (hands, neck, etc.), but such products never seem to go very far. My instinct is that this is because the face is 'high stakes' -- people look at it all day, every day -- whereas the hands and neck are lower stakes.

In a down economy, it may also seem frivolous to have a different vanity cream for every body part. I suspect many are using 'general purpose' creams instead, or using a cream meant for one body part on all body parts.

Review: Better Sealer

2012-02-09T08:32:00.000-05:00

Description: A reusable bag sealer
Main Pitch: "Locks the stale out and keeps the fresh in"
Main Offer: $10 for 2 large, 3 jumbo plus 2 Better Bag Seals
Bonus: Double the offer (just pay S&P) plus 2 storage caddies
Marketer: SAS Group
Website: www.BetterSealer.com
Prediction: Unlikely to succeed

Solutions like these have been tried before without success. As I wrote in my review of the last one, Anthony Sullivan's Ba'Noodle, I don't believe such solutions are "needed given the category is crowded with 'good enough' solutions, such as chip clips." This pitch tries to convince people otherwise, but the main argument (represented in the opening) is pretty weak.

Weekly Round-Up

2012-02-09T08:00:00.000-05:00

For posterity, here are quick hits on four items I haven't blogged about before (for various reasons):

Glow Buddy. Pitch: "The huggable bear that glows in the dark." Marketer: Telebrands. Producer: Harvest. Comments: There is something to this 'huggable night light' idea (see my Dream Lites review). We'll have to see how far it goes. [a]
Body Snake. Producer: Opfer Communications. Pitch: "Clean and scrub hard-to-reach areas of your body effortlessly." Comments: This general pitch has generated some success (e.g. IdeaVillage's Spin Spa), and items like it also sell well in catalogs. [a]
Spec Tamer. Pitch: "Never lose sight of your glasses again." Marketer: Telebrands. Comments: An important reason I 'post for posterity' is to keep track of all the times an idea is tried. This is the second attempt (see iSpex), and the second flop. [a]
Toilet Bullet. Pitch: "Keeps toilets clean up to 50,000 flushes." Marketer: Telebrands. Comments: I'm not surpised this one failed. The category is dominated by entrenched brands. [a]

SciMark Report from January Response

2012-02-08T11:23:00.000-05:00

My SciMark Report for January is now available on the Response Website.

Reviews include: Blast Off [a], Trendy Top [a] and Whack-A-Mite [a].

Review: Spa Pants

2012-02-08T10:55:00.000-05:00

Description: Weight-loss pants
Main Pitch: "The pants that heat up to slim you down fast"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Producer: Monte-Brooks
Website: www.GetSpaPants.com
Prediction: Unlikely to succeed

Even overweight DRTV fanatics have limits, and I think this 'human dehydrator' is below even their low bar. I get why Telebrands took the shot -- dehydrating body wraps are trendy at some spas -- but this DR version makes it clear just how silly the idea really is.

Review: Scratch Magic

2012-02-08T10:43:00.000-05:00

Description: A scratch-repair pen
Main Pitch: "Fills and repairs any surface scratch ... just press, apply and let dry"
Main Offer: $9.95 for one
Bonus: 2nd one (pay S&H), 12 Rain Repellent Wipes (pay shipping)
Starring: Johnny Rocket
Website: www.ScratchMagicPen.com
Prediction: Unlikely to succeed

There's only room for one, and Simoniz Fix It! is the one. Also, am I the only one who thinks unknown pitchmen with try-hard names like "Johnny Rocket" do more harm than good?

Finally, this test seems a little out of season to me. Are people really focused on their cars in the winter months?

Review: Infinity Filter

2012-02-06T19:53:00.002-05:00

Description: A water filter
Main Pitch: "20 years of great-tasting, clean and pure water, and 20 years of never having to replace your filter"
Main Offer: $29.95 for one with diverter valve and faucet adapter
Bonus: 2nd complete kit (just pay additional P&H)
Starring: Bob Circosta
Marketer: Allstar
Website: www.InfinityFilter.com
Prediction: Unlikely to succeed

This product features a compelling value proposition, but that alone usually isn't enough to carry a campaign. You need a new twist, or else a concept that seems new to most people because they haven't heard much about it before (see Yoshi Blade).

The "infinity" angle of this filter seems like a twist at first, but it's really just a value play in disguise. The filter itself looks like other filters on the market and has the same important disadvantage compared with the Brita filters it indicts: It requires installation, a dirty word in DR.

Review: Bell + Howell Solar Charger

2012-02-06T19:23:00.000-05:00

Description: A solar-powered cell phone charger
Main Pitch: "Captures and stores solar energy" or any "indoor light soure"
Main Offer: $19.95 for one
Bonus: Upgraded unit with LED flashlight
Marketer: Emson
Website: www.GetSolarCharger.com
Prediction: Unlikely to succeed

I thought about these long and hard after a trip to Asia a few years ago because they were everywhere at the trade shows and because solar power is a hot topic here in the US. This is the best version of the idea, a backup power source that charges itself with outdoor or indoor light, but it still fails my test.

The problem: There are just too many other ways to get power if you need it. There are compact wall chargers, universal travel chargers, cigarette lighter and USB chargers -- even battery-powered quick chargers under big brands (e.g. Energizer). If you have an electronic device upon which you rely, chances are you've already purchased a backup solution or managed to live without one.

As for those moments when you are lost in the woods and your GPS runs out of juice ... well, you've probably got bigger problems in life.

Review: Nail Doodle

2012-02-01T19:53:00.001-05:00

Description: A nail-decorating kit
Main Pitch: "Design your own salon-quality nail styles"
Main Offer: $19.99 for 4 doodles/8 colors plus the Doodle Design Guide
Bonus: Evening Collection with 8 more colors (just pay a separate fee)
Marketer: Telebrands
Producer: Monte-Brooks
Website: www.NailDoodle.com
Prediction: On the fence

Now that Salon Express is known to be a bona-fide hit (it was No. 41 on my True Top 50 for the fall of 2011), everyone is predictably jumping on the bandwagon. In the last few months alone, I've tracked at least two more attempts in the category: Nailtastic and French Tip Dip. And I'm sure there are many more to follow.

While it's possible there is an unrealized opportunity here and nails will become the next great DRTV category, it's also possible this will be another negative case study in support of my one is an outlier; three is a category rule. The market for these products is younger women, which is not the sweet spot for DRTV, so this could very well be another 1-in-50 category.

However, I must admit the size and scope of the Salon Express success surprised me. So why not be cautiously optimistic?

Review: Soft Air Pillow

2012-02-01T19:12:00.000-05:00

Description: An inflatable travel pillow
Main Pitch: "The amazing portable pillow that gives you perfect comfort and support"
Main Offer: $19.99 for pillow and no-slip jacket
Bonus: 2nd one with jacket (just pay P&H), travel strap, eye mask
Website: www.SoftAirPillow.com
Prediction: Unlikely to succeed

Most Americans don't travel nearly as much as most executives. This leads to an interesting phenomenon where marketers develop an exaggerated view of the potential appeal of travel items. The result has been many attempts in this category with no successes (unless you count Total Pillow, which had multiple uses).

As for this specific item, I think it would probably do well in a Hudson News. My theory is that travel pillows are like umbrellas: They sell best at the moment of need.

Review: Squishy Baff

2012-02-01T18:53:00.000-05:00

Description: A bath additive
Main Pitch: "Turn water into a squishy (red, pink, green or blue) goo"
Main Offer: $19.99 for two bath's worth
Bonus: Double the offer free
Website: www.TrySquishyBaff.com
Prediction: Unlikely to succeed

Based on what I know about kids' DRTV (not a lot), this doesn't have the play value (or value, period) to take off. It's more of a novelty.

Now if it were flavored and maybe marketed toward fraternities and sororities ...

Review: Stretch Genie

2012-02-01T18:43:00.000-05:00

Description: A shoe stretcher
Main Pitch: "The miracle solution that stretches your shoes to the size you need for perfect comfort"
Main Offer: $9.99 for a 4-ounce bottle plus 2 Expanders
Bonus: Double the offer (just pay P&H) plus 2 gel pads
Marketer: Hampton Direct
Producer: Concepts TV
Website: www.StretchGenie.com
Prediction: On the fence

Many marketers choose items based on sales history, but they also take a lot of shots on items with no sales history or with a sales history that isn't reliable for predicting DRTV results. Based on what I've seen from this particular marketer, however, there is always a relevant sales history behin the item, and that helps me answer my biggest question: Is this a real problem?

If people are buying this solution in sufficient numbers to warrant this company shooting and testing a DRTV spot, there must be something to it. That said, the bar for a national TV and retail rollout is quite high these days, and I just can't imagine enough Americans needing this for the campaign to become a major hit.

Review: Mr. Lid

2012-01-31T19:25:00.000-05:00

Description: Food storage containers
Main Pitch: "The amazing food storage container with the lid attached, so you never lose the lid"
Main Offer: $19.95 for 12 in various sizes
Bonus: 12 more (just pay additional P&H), free deluxe container with condiment cup
Website: www.MrLid.com
Prediction: Unlikely to succeed

This one's an industry 'been there, done that.' Unless something totally new and different comes along, I declare food storage containers to be another dead category (always with the caveat "for now"). This just doesn't strike me as a category that recycles hits. There are too many other options on the market.

The product also felt unoriginal and uninspiring. A hinged lid doesn't seem like anything to get excited about, and the standard "vacuum seal" pitch has less credibility than usual when you see how this works. Even if food storage containers were a good bet these days, I just don't see this one motivating anyone off the couch. About the only thing it has going for it is a decent-size offer.

Review: Perfect Cupcake

2012-01-31T19:09:00.003-05:00

Description: A cupcake pan
Main Pitch: "Your favorite candy in the center of a cupcake"
Main Offer: $19.95 for a pan, recipe book, decorating squeezer and 30 custom liners
Bonus: Second complete set (just pay separate P&H
Marketer: Allstar
Producer: The Schwartz Group
Website: www.BuyPerfectCupcake.com
Prediction: On the fence

I'm of two minds on this one. My positive mind loves the commercial (especially that clever jingle* and the equally clever name "sweet stick") and finds the idea of cupcakes with a surprise inside very appealing. It also recalls that Allstar's Big Top Cupcake featured just this combination of factors. That is: A cool twist, a focus on kids and lots of mouth-watering fun.

My negative mind recalls that, with the lone exception of the Allstar project just mentioned, this particular treat hasn't done well in short form. In December of 2010, National Express tested Clever Cupcakes, which went nowhere. Then in April of last year, the Edison Nation/Hutton-Miller team tested the Upcake Cupcake Pan, and that hasn't been heard from again, either.

In general, this category is very hard to predict. I can spin a hypothesis that explains Perfect Brownie, but I can't make that hypothesis fit Bake Pop (or the Big Top Cupcake, for that matter). It seems success or failure is based on the whim of the consumer at the moment, and that's not very 'DR.' Maybe it's just another 1-in-50 category? That is, a category (like hair accessories) where the odds are about 1 in 50 -- so dice-rollers beware!

* To my knowledge, this is the first time in recent history that a jingle has been used for a baking item (albeit a kid-oriented baking item). Feel free to correct me if I'm wrong.

Review: Iron Shield

2012-01-31T16:23:00.000-05:00

Description: An iron cover
Main Pitch: "A new innovation in ironing that saves you time and money"
Main Offer: $10 for one
Bonus: 2nd one (just pay S&P)
Website: www.BuyIronShield.com
Prediction: Unlikely to succeed

This seems like a solution in search of a problem to me. I'm fairly certain iron technology has advanced enough to prevent most of the problems shown in this spot. Besides, most people have figured out how to perform the task without ruining their clothes. In other words, I predict the next time this lady will say her signature phrase ("Oh, Blimey!") is when she sees her CPO.

Dangers of DIY DR (6)

2012-01-25T17:37:00.002-05:00

I especially like the Alexander Graham Bell cameo and the "clear your brain" slogan. [a]

Review: Mat-Adore

2012-01-25T17:27:00.000-05:00

Description: A mat
Main Pitch: "The all-in-one clean surface, cushioned pad and protective cover"
Main Offer: $19.95 for one
Bonus: 2nd one (just pay separate S&H)
Website: www.BuyMatadore.com
Prediction: Unlikely to succeed

This product is not without its uses, but the pitch is all over the place. I understand why: With a narrower focus, it would struggle to sell even in catalogs, and there would hardly be enough to talk about in a TV commercial. But trying to make this for everything from baies to yoga to auto repair isn't the answer, either. Ultimately, the problem is ... it's a mat.

Review: Wrench-O-Matic

2012-01-25T17:17:00.001-05:00

Description: A universal wrench
Main Pitch: "The fast, easy way to fit, grip and turn thousands of different nuts, bolts, pipes and fasteners"
Main Offer: $10 for one with 10-piece ratcheting driver set
Bonus: Double the offer (just pay a separate fee)
Starring: Beau Rials
Marketer: Telebrands
Producer: The Schwartz Group
Website: www.WrenchOMatic.com
Prediction: N/A

I'm close to this one, so I have to refrain from commenting. I'll just leave it at this: Cool product. Great commercial. Tough category.

Review: Boom Tunes

2012-01-23T19:22:00.002-05:00

Description: A sound transmitter
Main Pitch: "Turn everything into a speaker"
Main Offer: $19.99 for one in white or black
Bonus: Carrying case with built-in clip
Marketer: Ontel
Producer: Hutton-Miller
Website: www.BuyBoomTunes.com
Prediction: On the fence

This is the Beat Blaster with the correct positioning (100% toward children) and done by the master of kids' DR (the True Top Producer for the fall of 2011). That said, I still have an inherent problem with this product. As I wrote before: "You need to try this product and hear it live before you'll want to buy it. It's 100% 'wow factor,' and you can't really be wowed by the item through your TV."

This commercial tries to compensate for that shortcoming with special effects, but I think that approach lacks the necessary credibility. Still, the believability bar is lower for kids, so there's a good chance they'll get what this does and want to try it enough to pester their parents. (Love the slogan, by the way. "Boom! It's a speaker!")

Review: Measure-Matic

2012-01-23T18:58:00.000-05:00

Description: A digital tape (string) measure
Main Pitch: "The fast and easy way to measure everything"
Main Offer: $10 for one
Bonus: Second one (just pay separate P&H)
Marketer: Lenfest
Producer: Producers Direct
Website: www.BuyMeasureMatic.com
Prediction: Hit! (OK, N/A)

Here's your chance to criticize the critic. This one was written by yours truly.

I'll take the cheap shot away from you: Yes, I am auditioning to be the next Dr. Seuss.

Of course, you know I do everything scientifically (hence the "sci" in SciMark), so I researched this one. According to a poll of 52 strangers who have purchased DRTV products in the past, 19% viewed the rhymes favorably, 6% viewed them unfavorably and 67% said they had no impact one way or the other. Meanwhile, 100% of toddlers absolutely loved them!

Fall True Top 50

2012-01-18T15:05:00.000-05:00

The numbers are in for the fall of 2011. Here are the 50 campaigns that spent and aired the most from September 1 through November 30:

As for my track record, there aren't enough new items to warrant an update. Instead, I will provide a complete 2011 accounting when the True Top 50 for the entire year is ready (sometime next month, I hope).

That said, I should admit that I was wrong about three items in particular:

Music Bullet (No. 19). I was right about Sonic Jammers and right about this version winning the duel, but I was definitely wrong when I wrote, "There are just too many competing products at retail for this one to have a real shot." Turns out this item is taking over at retail. Oops!
Grout Bully (No. 30). I didn't make an official prediction, but based on my past experience with similar products I wrote, "I've been down this road twice before. It's a dead end." I guess not. Not only is the campaign spending on TV, it is also on the cover of Taylor Gifts.
Insta Slim (No. 43). "I won't be wrong about this one," I promised. "Second to market with a 'me-too solution' -- especially when up against IdeaVillage -- is a losing strategy." What I couldn't foresee was that IdeaVillage would exit the market, leaving a void to be filled by this product.

Those three misses make me look pretty bad, so let me try to take your mind off that by mentioning I have two campaigns in the Top 20! That's right: MyZone Headphones (No. 4) and Magic Mesh (No. 11) could be called "mine," since I brought the product for the former campaign and wrote the commercial for the latter campaign. Of course, I can't take all the credit -- or even most of it. In both cases, I definitely owe a big debt to the producers who created the commercials: Blue Moon and Producers Direct, respectively. Thanks guys!

Moving on, I am naming Telebrands my True Top Marketer for the fall of 2011. The company had an impressive nine hits in the Top 50. Allstar is a close second with eight hits, and IdeaVillage takes third with five hits. Ontel also deserves an honorable mention for having the most new items on the Top 50 at two. They are Slushy Magic (No. 22) and Salon Express (No. 41), which is from Spark Innovators.

Finally, Hutton-Miller is my True Top Producer, re-taking the top spot with six hits in the Top 50. Last quarter's top producer, The Schwartz Group, is a close second -- and Blue Moon Studios is an even closer third. Actually, both producers had five hits in the Top 50, but The Schwart'z Group newest hit (Bake Pop) was No. 9 while Blue Moon's newest hit (Salon Express) was No. 41.

Congratulations to all!

DRTV Products That Work

2012-01-18T13:28:00.001-05:00

One important criterion many DRTV companies consider these days is whether a product 'does what it says it does' (HT: Bob L.). That's because DRTV campaigns featuring products that don't live up to the expectations we set with our commercials quickly collapse under the weight of negative online reviews -- and, to a lesser extent, reports in the press like the one mentioned above.

This particular segment appeared on WNBC in New York and is refreshing because it was all positive -- products that actually work! I won't ruin the surprise by revealing the items, but I will take this opportunity to brag that three out of the four products praised belong to clients of mine.

Review: Pizza Prints

2012-01-12T11:00:00.002-05:00

Description: An edible pizza decoration
Main Pitch: "Add some party to your pizza"
Main Offer: $10 for Super Bowl XLVI decoration and choice of NFL team decoration
Bonus: 2nd Super Bowl XLVI decoration plus 12 Super Bowl XLVI rings (just pay S&H)
Website: www.PizzaPrintsTV.com
Prediction: Bomb

I doubt this is a serious attempt at DRTV success, but if so it has the worst seasonality problem I've ever seen. I thought Christmas items were bad! At least people start shopping for Christmas the month before. But the Super Bowl? Are they planning to ask Domino's to deliver this in 30 minutes or less?

Putting that aside and expanding the possible uses for this to all pizzas all year long, I have to ask: Do people really want to decorate their pizzas? And how good could a multi-color, cheese-flavored starch decoration really taste?

Review: Dream Lites

2012-01-12T10:48:00.000-05:00

Description: A plush nightlight
Main Pitch: "Turn your child's bedroom ceiling into a starry night sky"
Main Offer: $29.95 for one
Bonus: None
Marketer: Ontel
Producer: Infomercials Inc.
Website: www.DreamLites.com
Prediction: On the fence

I never wrote about it, but Allstar and Hutton-Miller tested a similar product last year. They called it Dreamy Time Turtle [a]. It didn't work, but there were a number of variables involved.

Can Ontel and Infomercials Inc., using the Pillow Pets brand, make a go of this? It's possible. There is some sales history behind the item, and I have always liked the "huggable night light" pitch. If anyone can do it, these guys can.

Review: Credit Safe

2012-01-12T10:30:00.002-05:00

Description: A protective sleeve for credit cards
Main Pitch: "Prevents the radio signals from your credit or debit card from being electronically stolen"
Main Offer: $10 for five sleeves
Bonus: ID Protector Stamp (just pay P&H)
Marketer: IdeaVillage
Producer: Meltzer Media
Website: www.GetCreditSafe.com
Prediction: Unlikely to succeed

There is a theory circulating that RFID protection was the key to making Telebrands' Aluma Wallet a hit. That would presuppose people know about electronic pickpocketing and are concerned enough to want protection. I find that to be a dubious assumption, and this test is a great way to find out if I'm right or wrong.

It's also a chance to challenge, once again, the proverbial wisdom that 'prevention doesn't sell.' My money is on the poverb.

Review: Diamond X4

2012-01-11T19:39:00.000-05:00

Description: A CZ ring
Main Pitch: "Experience the brilliance of flawless diamonds"
Main Offer: $20 for one
Bonus: Matching CZ band (additional $6.99)
Marketer: Telebrands
Website: www.DiamondX4.com
Prediction: Unlikely to succeed

I wrote about jewelry and what seems to work on DRTV just the other day, so I won't repeat myself here. One difference: Fake precious stones have sold well in print for years, so this attempt isn't as crazy as it might seem. However, I think the approach doesn't translate well to TV and screams "scam" even though the proper disclosures are made. Maybe it's the classical music and the British accent?

Review: Finishing Touch Diamond

2012-01-11T19:24:00.001-05:00

Description: The latest Finishing Touch
Main Pitch: "Uses diamond technology to instantly and painlessly remove unwanted hair"
Main Offer: $14.99 for one
Bonus: Eyebrow attachment, lighted 5x mirror (just pay S&H)
Marketer: IdeaVillage
Producer: Blue Moon Studios
Website: www.GetFinishing.com
Prediction: N/A

This one is for posterity only since the strategy is now well understood. Speaking of which, everyone should be taking note of what IdeaVillage is doing with line extensions. Whether it's trimmers or sunglasses, the company has defied gravity by creating DR products with amazing longevity at retail. Both Finishing Touch and MicroTouch (the version of this product for men) still dominate their categories at retail. Continuing to launch 'new and improved' versions every few years is one reason why.

Side note: There is not much originality when it comes to the music producers choose for DR commercials, so I have to give Blue Moon credit for trying something different that also works. Maybe they were planning ahead for the Spanish version?

Review: Stick Stand

2012-01-11T19:10:00.002-05:00

Description: A kickstand for phones and tablets
Main Pitch: "Safely holds up your favorite gadgets while freeing up your hands"
Main Offer: $10 for two
Bonus: Two more (just pay P&H)
Producer: Hutton-Miller
Website: www.BuyStickStand.com
Prediction: Unlikely to succeed

Besides the low perceived value of the item (not always a big deal; it certainly wasn't for Strap Perfect), I just don't think the problem is painful enough or common enough among older consumers. That is, younger folks tend to be the heaviest users of smart phones and tablets, and they generally don't buy off TV.

That said, the Kindle application caught my attention, and I also liked the car demos. It's possible those uses could broaden the appeal enough to make something out of this, but it's a long shot.

Review: Press Dome

2012-01-10T14:20:00.000-05:00

Description: A sealing dome
Main Pitch: "Vacuum seals your own plates, platters, carving boards, bowls & more"
Main Offer: $19.95 for one
Bonus: Perfect Party Platter/Cake Stand, Press Dome Jr. (just pay processing)
Starring: Erin Murphy (Tabitha from Bewitched)
Marketer: United Home Technologies
Website: www.PressDome.com
Prediction: Unlikely to succeed

Let me start out by saying that Tabitha was my favorite character on Bewitched when I watched the re-runs as a kid. I loved how she had to use her finger to do the 'nose twitch' trick. So cute! Now she is grown, has six kids (a trick in itself) and is starring in this commercial, which is fine except for the product it features. The problem is that every variant of the Debbie Meyer Green Bag pitch has been tried with few successes to show for it.

There's also a credibility issue here. No matter how loud they make that sucking sound, it's just not believable that this thing could create an airtight seal. About the only benefit that resonated for me was keeping a hot meal warm, but that isn't enough to build a campaign around.

Review: Hard Cuts Easy

2012-01-10T13:38:00.000-05:00

Description: A tile and glass cutting tool
Main Pitch: "The best tile and glass cutter you'll ever own"
Main Offer: $10 for one
Bonus: 2nd one (just pay processing)
Starring: Anthony Sullivan
Marketer: Telebrands
Producer: Sullivan Productions
Website: www.HardCutsEasy.com
Prediction: Unlikely to succeed

I saw this item pitched live years ago at a home show, and I really liked the demos. Then I thought long and hard about how to build a rationale for the mass market and came up blank. The average Joe just doesn't cut tile or glass that often. That makes this a specialty tool, and those are hard to make work on DRTV.

As for the commercial, there's a lot to like. Sully keeps it true to the original pitch, and I liked the touch of having the proverbial 'little old lady' do the squeeze demo.

Review: My Lil' Piemaker

2012-01-09T18:09:00.004-05:00

Description: A silicone pie pan
Main Pitch: "The fast, easy way to make and bake delicious mini-pies"
Main Offer: $14.95 for one pan with spatula, riser, pie cutter and recipe guide
Bonus: 2nd pan (just pay P&H)
Marketer: Global TV
Producer: The Schwartz Group
Website: www.MyLilPiemaker.com
Prediction: On the fence

This strikes me as another product you didn't know you needed, which is to say it is probably a solution in search of a problem. However, it's fun and different and has a unique twist in the "pop up" feature. Sometimes that combination works in this category. How else to explain the success of Global/Allstar's Big Top Cupcake or Telebrands' Bake Pops?

Review: Shamina

2012-01-09T18:09:00.001-05:00

Description: A convertible shawl
Main Pitch: "The shawl that does it all and never falls"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay processing)
Starring: Taylor Baldwin
Marketer: Smart Inventions
Website: www.BuyShamina.com
Prediction: Unlikely to succeed

DR marketers have tried several of these convertible garments. I can't think of one that worked, but I can think of a few that failed (e.g. Flirty Wrap).

Review: Titanic Heart Necklace

2012-01-09T18:00:00.001-05:00

Description: A heart-shaped pendant
Main Pitch: "100th anniversary collector's edition necklace ... features authentic coal recovered from the doomed luxury liner"
Main Offer: $19.95 for one
Bonus: Matching earrings for $10 more
Marketer: National Express
Website: www.TheTitanicNecklace.com
Prediction: Unlikely to succeed

I can think of only two jewelry items that ever went anywhere on short-form DRTV. One was IdeaVillage's Prayer Cross, an outlier that had miraculous "wow factor" (note the choice of words) and hit the religious angle just right (Christian, not just Catholic). The other was Telebrands' Royal Ring, which capitalized on a favorite fairytale and hit the timing just right.

This item has neither going for it. One could argue the re-release of the movie could give them a pop in awareness, but that's a tough thing to bank on. Otherwise, I don't think people care enough about this 100th anniversary to get off the couch and order something commemorating it.

How to Predict the Future

2012-01-06T17:35:00.006-05:00

In DRTV, predicting the future isn't always difficult. Guessing what items consumers will buy? That's hard. Guessing which campaigns are likely to run into trouble for making dubious claims? Not so much ...

I was reminded of this today while reading an Electronic Retailer article by the inimitable Greg Sater about an ERSP inquiry into certain claims made by the Belly Burner people. Greg writes:

[They] made claims such as 'Get rid of belly fat,' 'Shed away unwanted inches,' 'Burn fat faster while walking, biking, jogging -- any form of exercise,' and 'Heat vision photography shows how the Belly Burner raises your body's core temperature, supercharging the calorie burning process.' "

Here's what I wrote in my review of the product one year before this was reported: "I think the product lacks credibility and the claims they're making will be a problem."

So do I have mystical powers? Not quite. In truth, anyone can be a swami when it comes to predicting the future of DRTV commercials that make such claims. Greg sums up:

In 2011, when it came to body shaping products, ERSP wanted to see not only solid science supporting claims, but also supporting the use of testimonials.

Yes, solid science is always good when you can get it, but I think staying out of trouble requires much less. More on that in a moment.

Something similar to the amazing Belly Burner prediction happened with iRenew. In my review at the end of August 2010, I referenced the Q-Ray bracelet ($87 million in fines) and Kinoki Foot Pads (shredded by 20/20 and the FTC) and concluded: "If this campaign is successful ... I wouldn't spend the money."

After I wrote that, three things of note occurred:

The ERSP announced that the marketers of iRenew had "agreed to modify or discontinue a wide range of claims."
A Michigan attorney sued and asked for "approval to sue on behalf of the hundreds of people who reportedly purchased the bracelets."
The product took a major beating in the press. Both John Stossel, the guy behind the Kinoki 20/20 story, and a May ABC special called "Infomercial Nation" took issue with the product's claims. (Incidentally, Belly Burner was targeted in the same special.)

Nowhere near as serious as what happened to the Q-Ray or foot-pad guys, to be sure, but I still looked prescient. So how did I do it? I think it's obvious, but just in case: Here's my step-by-step guide to performing the magic trick:

Start by staying informed. You don't need a law degree to know that the regulating bodies are paying close attention to our industry or to be aware of the red flags they look for. They often put out articles and press releases explaining exactly what they find problematic. To cite a classic example from a few years ago, when the FTC publicly launches something called "Operation Big Fat Lie", you are a fool if you don't sit up and take careful notes. That operation targeted the diet category, but it wasn't hard to extrapolate to other categories, such as fitness.
Next, listen to your conscience. That little voice? That feeling in your stomach? Don't discount them. Just like you, regulators have little voices and uneasy stomachs, too.
Finally, practice before a live audience. We've all experienced it: A "friend" or family member makes us the butt of a joke because of some absurd claim he or she heard in one of our commercials. By then, of course, it's too late. The commercial is in rollout and that regulator, if he is noting the claim, isn't laughing -- at least not with you. So why not start earlier by reading your scripts aloud to a trusted friend or family member, just to see if that line your little voice doesn't like sets off her alarm bells as well?

In retrospect, these problems that emerge always seem highly preventable to me, and I don't think I'm alone in thinking that. All it takes is a little discipline and most of these problems can easily be avoided. In fact, there are whole categories that probably should be avoided ... but that is a post for another time.

Review: French Tip Dip

2011-12-28T18:49:00.000-05:00

Description: A nail decorating kit
Main Pitch: "A beautiful French manicure at home at a fraction of the cost"
Main Offer: $19.95 for the complete kit
Bonus: Pedicure kit (only pay processing)
Marketer: TV Goods
Website: www.GetFrenchTipDip.com
Prediction: Unlikely to succeed

There's only room for one -- and this kit does a fraction of what that "one" can do.

Review: Clip Shot

2011-12-28T18:40:00.000-05:00

Description: A compact digital camera with a clip
Main Pitch: "Never miss another precious moment"
Main Offer: $19.99 with USB cable
Bonus: 2nd one with cable (just pay P&H)
Marketer: Telebrands
Website: www.ClipShotCamera.com
Prediction: Unlikely to succeed

This is a cool product that would probably do well as an impulse item at retail. But on DRTV? There are so many other solutions available, including the phone cameras mentioned in the spot, that I just can't see anyone getting off the couch to order this.

I also think this is more of a vacation/outdoor item rather than an everyday camera. Maybe those guys who carry a big ring of keys clipped to their belt loop would walk around with this as well, but that's a fairly small market.

Review: Better Bagger

2011-12-28T18:27:00.000-05:00

Description: A holder for storage bags
Main Pitch: "Fill and store all kinds of food and leftovers quickly and easily without making a mess"
Main Offer: $10 for one with two Better Spouts
Bonus: Bonus set (just pay S&P)
Marketer: SAS Group
Website: www.GetBetterBagger.com
Prediction: Unlikely to succeed

My prediction is based on some market research I did on this exact item. The research found that, while some people love this idea, most people do not see the need for it. It's also more of a bonus item to my mind, and I have used it as such. Interestingly, even as a freebie it fell flat. Only about a third of people said it positively affected their interest in buying the main product. More than half said it had no impact whatsoever.

Dueling Hole Punchers

2011-12-22T14:00:00.003-05:00

Review: Roto Punch

Description: A hole-punching tool
Main Pitch: "Punch holes, fix snaps and eyelets in seconds"
Main Offer: $10 for one with 75 eyelets & snaps
Bonus: 2nd one with 75 more eyelets & snaps (just pay P&H)
Marketer: Allstar
Website: www.RotoPunch.com
Prediction: N/A

Review: Punch Perfect

Main Pitch: "Punch holes for a perfect fit every time"
Main Offer: $10 for one with 150 eyelets, snaps & fasteners
Bonus: 2nd one with 150 more eyelets, snaps & fasteners
(just pay processing)
Marketer: Telebrands
Website: www.GetPunchPerfect.com
Prediction: N/A

I first learned of Roto Punch in September of this year. I recall being on the fence about the item. On the one hand, it came with strong sales results from another channel, and the success of Perfect Fit Button had demonstrated a solution for expanding waistlines could sell on DRTV. (A featured use for this product is adding an extra hole to a belt.) On the other hand, it seemed like a very crafty tool that only hobbyists would really love.

In any case, by the time the item was public and I could have made my call, it was too late: The campaign was already in rollout, and I was spared the potential embarassment of underestimating what appears to be a solid hit.

Now, a few months later, comes Punch Perfect -- an identical item with a very similar commercial. I think this must clearly be a mistake that will resolve itself. I can't imagine what the play would be, given one strong-at-retail marketer is already so far ahead of the other.

Review: Mizu Pillow

2011-12-22T13:58:00.000-05:00

Description: A pillow with a water core
Main Pitch: "Simply fill with water to find your customized comfort level"
Main Offer: $19.99 for one
Bonus: Pillow case
Marketer: National Express
Website: www.MizuPillow.com
Prediction: On the fence

If there weren't so many DRTV pillows already on the market, I would probably have declared this one 'likely to succeed.' Otherwise, the item and the pitch seem to fit the mold of what works in this category.

Review: Mighty Sealer

2011-12-22T13:51:00.001-05:00

Description: A liquid rubber spray
Main Pitch: "Stop those leaks and drafts for good"
Main Offer: $10 for one can
Bonus: 2nd can (just pay P&H)
Website: www.MightySealer.com
Prediction: On the fence

This one is second to market behind Phil Swift's Flex Seal, which was No. 2 on my summer True Top 50 and has a huge head start. However, given that it is relatively close in timing, it may have a nice run riding the coattails of that lead campaign.

Positive side note: I loved the scuba diver magic demo in this spot. Very clever.

Negative side note: I heard yet another use of the outdated phrase "space age"(!)

Review: Beat Blaster

2011-12-22T13:36:00.000-05:00

Description: A sound transmitter
Main Pitch: "Turns anything into a speaker"
Main Offer: $19.99 for one
Bonus: MP3 Player (just pay processing)
Starring: Jeremy Parker
Marketer: Telebrands
Producer: Concepts TV
Website: www.BuyBeatBlaster.com
Prediction: Unlikely to succeed

I saw this item in Japan a few years ago and loved it. But I never brought it to DRTV for the same reason I don't think this test will do well: You need to try this product and hear it live before you'll want to buy it. It's 100% "wow factor," and you can't really be wowed by the item through your TV.

Meanwhile, as a practical item, this one fails the logic test. Something like a Music Bullet makes much more sense. That said, there may be a way to sell this product to kids, but that is not my area of expertise.

Review: Cat Caller

2011-12-22T13:25:00.000-05:00

Description: A pet-finding keychain
Main Pitch: "The ultimate pet locator and training device"
Main Offer: $39.90 for keychain and receiver
Bonus: None
Website: www.TheCatCaller.com
Prediction: Unlikely to succeed

Amateur hour. I really just posted this one for posterity. As for the item, I don't think there's a strong enough need for it. Besides, Telebrands already tried something similar.

Weekly Round-Up

2011-12-22T11:31:00.000-05:00

Although most of these are still live online, all are unlikely to be around for long and are 'posted for posterity.'

Ab Assist. Pitch: "Get a toned, sexy body in minutes a day." Comments: One of the 50 ab items that will be tested in any given year. The lack of originality in the slogan and creative makes this highly unlikely to be the one that hits. [a]
Germ Bloc. Pitch: "The ultimate germ barrier for your hands." Comments: Still more proof that the germaphobe market is not big enough to sustain a DRTV campaign. [a]
Perfect Green. Marketer: NuWave. Pitch: "The only pan you'll ever need." Comments: Fourth to market with a me-too solution. [a]
Pillow Puppets. Marketer: Vermont Teady Bear. Pitch: "The playful puppets you bring to life to create your own show." Comments: I used my Response magazine column this month to express my thoughts about Pillow Pets and "chasing outliers". No need for a rehash. At least Vermont Teddy Bear has experience in the category. If only they weren't 37th to market. [a]
Sole Shapers. Pitch: "Turn any shoe into a toning shoe." Comments: Sneakers. Flip-flops. Insoles. And now "outsoles." Everything has been tried in short-form to replicate the success of Shape-Ups and similar shoes without success. This super-late entry makes even less sense given the bad PR, lawsuits and FTC actions that Skechers, Reebok and others have faced. [a]
Stuffies. Pitch: "Secret pockets keep your child's treasures safe inside." Comments: Definitely the next Pillow Pets. [a]
Twist and Tone. Pitch: "The complete handheld gym." Comments: I'll use this opportunity to confess that most fitness spots bore me. They all pitch the same thing. Making matters worse, this particular one features a lame attempt to one-up Shake Weight with a product that has one-fifth the credibility and usefulness. Prediction: Bomb. [a]

Review: Monkey Bags

2011-12-21T14:37:00.002-05:00

Description: A bag that keeps bananas fresh
Main Pitch: "You'll never have a banana go bad again"
Main Offer: $10 for one bag
Bonus: 2nd bag (just pay processing)
Marketer: Telebrands
Website: www.BuyMonkeyBag.com
Prediction: Bomb

First, let me say that I'm impressed. I would have thought it impossible to create an entire two-minute commercial just about bananas.

Second, I am going to avoid mentioning the 800 lb gorilla in the room (get it?) and just say: There's a fine line between good DRTV cheese and bad DRTV cheese (see Magic Thimble), and this commercial crosses that line. It's hard to identify the exact moment the creative went too far, but I'd have to say it was probably when the ape gave a testimonial.

Third, if it were possible to get past the creative and just evaluate the product on its merits (it's not), I would be just as negative because of the "segement of a segment" problem, and the fact this is roughly 1/16 as useful as a Green Bag. No one has been successful at replicating Debbie Meyer's success, and I don't see how narrowing the uses to one was supposed to buck that trend.

Finally, a note to all DRTV creative people: The phrase "space-age" isn't cool or meaningful anymore. It's been more than four decades since we landed on the moon, and we don't even have a space shuttle program these days. The Space Age is clearly over. I only mention this because way too many DRTV scripts come across my desk with that retro phrase in them.

SciMark Report from December Response

2011-12-18T17:00:00.013-05:00

For my final column of the year, the SciMark Report for December, I had a little fun. Instead of reviews, I shared some of my favorite catch-phrases and used items from the year to illustrate them. [a]

SciMark Report from November Response

2011-12-16T10:01:00.001-05:00

It seems I neglected to post my SciMark Report for November. In case you missed it, I reviewed: Halo Hands Free, Pushover Plunge and Marble Cookware. [a]

Weekly Round-Up

2011-12-10T11:26:00.001-05:00

Better Pet Blanket

I'm going to use this feature to do some housekeeping this week. Oftentimes, projects fail and are taken down so quickly, the Web addresses are "dead links" by the time I get around to them. At that point, predictions are unncessary and the only reason to blog about the project at all is what I call, 'posting for posterity.'

It happens all the time. We see an item and think, "I could swear someone tested this, but I can't remember who or when!" So I think it's important to record every item that tests on DRTV, even these 'fast failures,' in order to save marketers (including myself) from repeating the mistakes of the past.

And to show that this feature isn't about embarassing anyone, I'll lead with one of my own recent attempts ...

Better Pet Blanket. Starring: Art Edmonds. Marketer: Allstar/Media Corp. Producer: Producers Direct. Pitch: "Repels liquids and stains" and "prevents odor-causing bacteria, fungus, mold and mildew." Comments: Written by yours truly. Hey, they can't all be winners! [a]
Firenze Bag. Marketer: Allstar. Pitch: "The bag you'll always grab when you're on the go." Comments: This one is important to note because bags on DRTV have had to be pretty special (e.g. Buxton Bag) to be successful. [a]
Leg Glo. Marketer: Telebrands. Pitch: "Rejuvenates even the dullest, dry skin." Comments: If Guthy-Renker couldn't make leg beauty work (see No. 11), it is unlikely anyone else can. [a]

Review: Stuff Fit

2011-12-07T18:40:00.000-05:00

Description: A bedroom organizer
Main Pitch: "Wraps around any size bed for extra storage space"
Main Offer: $14.99 for one
Bonus: 2nd one (just pay P&H) plus two Moon Bags
Producer: Hutton-Miller
Website: www.StuffFit.com
Prediction: Unlikely to succeed

This is similar to a product called Shoe Skirt that Allstar tested in 2008: It's just more narrowly focused toward kids. My concern is that Shoe Skirt didn't go very far, so I don't see how segmenting the market is going to yield better results.

It's true that focusing a rationale can be good in some cases, but this particular focus also creates a problem. Kids have zero interest in organizational items, yet we know it's critical to get kids excited about an item so they'll pester their parents to buy it. Selling items directly to parents for their kids -- with a few notable exceptions (e.g. Gyro Bowl) -- hasn't been a successful strategy.

The demographics of DR further compound the problem. Most of our buyers have grandkids this age. Picking up after them and getting them off to school isn't their problem.

Review: Sneaker Saver

2011-12-07T18:08:00.000-05:00

Description: A sneaker cleaner
Main Pitch: "Guaranteed to extend the life and expensive look of your sneakers"
Main Offer: $10 for one bottle
Bonus: 2nd bottle, scrub brush & 2 deodorizers (just pay processing)
Marketer: Telebrands
Producer: Meltzer Media
Website: www.GetSneakerSaver.com
Prediction: N/A

I'm too late on this one, so I'm just posting for posterity. Similar items have been considered for DRTV before, so it's important to keep track of the ones that were tested.

Review: MicroMaid

2011-12-07T18:00:00.002-05:00

Description: A microwave-cleaning gadget
Main Pitch: "Uses the power of steam to get your microwave sparkling clean"
Main Offer: $10 for one with two Micro Chamois
Bonus: Double the offer (just pay S&H)
Website: www.BuyMicroMaid.com
Prediction: Unlikely to succeed

This is sort of like a Mister Steamy (No. 15 on last year's True Top 50) for microwaves. However, the problem/solution is a lot less compelling. Between the various splatter guards and cleaning sprays available, I just don't think people view this as a problem in need of a new solution. The commercial does a good job trying to manufacture a rationale ("like a pressure washer for your microwave" is especially clever), but it ultimately fails to justify.

Review: Blankid Buddy

2011-12-06T18:33:00.004-05:00

Description: A(nother) transforming plush toy
Main Pitch: "It's a blanket, a backpack and a pillow!"
Main Offer: $19.95 for one
Bonus: Water-repellent inner bag
Website: www.BlankidBuddy.com
Prediction: Bomb

No one will ever accuse the DRTV industry of originality, but this is getting ridiculous. Are there really still people out there who believe that because a plush toy that transforms into a pillow became a hot seller, a plush toy that transforms into other bedroom objects is a potential hit waiting to happen?

Give it up, people! Pillow Pets was an outlier and a craze. There is absolutely no indication that transforming plush toys are a new category capable of producing regular hits. Crazes just don't work that way.

Do you remember that Elmo doll that burst out in insane laughter when you tickeld him? Ever hear of any hot-selling, psychotic Sesame Street dolls after that? Right, because there were none (although I had a great idea for a Big Bird with Tourette's). Or how about those little gerbil things that scoot across the floor and make weird noises? Those are still hot, as evidenced by the fact I keep stepping on them in my house. But have you seen any other vermin -- perhaps a rat that squeals or a cockroach that hisses -- appear on store shelves in a stack-out? No? Well, there's a reason for that, too.

I give the first few people who attempted to ride the Pillow Pet coattails a pass. For all we knew, maybe Infomercials Inc. had discovered a rich mine of pent-up childish desire for Transformers you can hug. But the 50th attempt? It's time for someone to say it: Enough is enough.

Review: Toast-It-All Bags

2011-12-06T17:32:00.000-05:00

Description: Toaster bags for sandwiches
Main Pitch: "A piping hot, restaurant-style sandwich in seconds"
Main Offer: $9.99 for four bags
Bonus: Double the order, recipe book (just pay S&H)
Website: www.ToastItAllBags.com
Prediction: Unlikely to succeed

This test gives me a chance to use one of my newer catch-phrases: "In DR, the third time is never the charm." I'm cheating a little here because I don't believe the second attempt made it to a DRTV test -- it was killed in the Web testing phase. But the first time they gave away a toaster and the item still didn't sell. That's telling you something.

Review: Bra Tree

2011-12-06T09:01:00.001-05:00

Description: A bra organizer
Main Pitch: "Keeps all your bras in perfect shape by giving them their very own place"
Main Offer: $19.99 for one (pink or black) with bra saver bag
Bonus: Double the offer (just pay P&H)
Starring: Taylor Baldwin
Marketer: Plymouth Direct/Media Enterprises
Producer: Hutton-Miller
Website: www.BraTree.com
Prediction: On the fence

I don't have a good sense on this one because personal experience and DRTV history offer little in the way of clear direction. My handful of attempts at marketing a closet-organizing product have met with failure. Several closet hangers have been successful over the years (Magic Hangers, Huggable Hangers, Wonder Hanger), but the common benefit is that they were all space saving. The only bra-saving item that ever popped up on my radar was Bra Baby. Although it seems to have found some success, it wasn't a big DRTV item.

If this were my project, then, I would have filled the knowledge gap with some kind of market research. Looking at the creative team behind this one, I'm sure that's exactly what happened, so there's a decent shot this project will succeed.

Review: GSP Rush Fit

2011-12-05T19:28:00.004-05:00

Description: A DVD workout program
Main Pitch: "Ultimate home fitness"
Main Offer: 3 pay of $29.99
Starring: Georges St-Pierre
Website: www.GSPRushFit.com
Prediction: On the fence

Since I don't have a great understanding of what drives sales in this category or how the business model might be different, I can't say one way or the other how this will fare. I am also hopelessly biased toward the positive here because I am a big GSP fan! I wish him well.

On a separate note, this test is noteworthy because it is yet another example of the MMA short-form fitness trend and a UFC legend participating in that trend. Other legends that have tried their hand include Randy Couture (Tower 200, No. 2 on last year's True Top 50), Chuck Lidell (Jack Rack) and Keith Franklin (Iron Arms).

Review: Ready Laces

2011-12-05T19:03:00.000-05:00

Description: Colorful shoelaces
Main Pitch: "Cool new laces that never need tying"
Main Offer: $10 for three laces
Bonus: Three more laces (just pay separate P&H)
Marketer: Telebrands
Website: www.ReadyLaces.com
Prediction: Unlikely to succeed

This product doesn't offer enough "wow factor" for kids to pester their parents about it, and we know that pestering drives sales in this category. That's probably why the site is already down (although, again, I made my call before that happened.)

Review: Sonic Breathe

2011-12-05T18:04:00.004-05:00

Description: A compact humidifier
Main Pitch: "Eliminates dry air that causes sore throats, hacking coughs, bloody noses and inflamed sinuses"
Main Offer: $29.95 for one with carrying case
Bonus: 2nd one with carrying case (just pay P&H)
Marketer: Emson under the "Bell + Howell" brand
Website: www.TrySonicBreathe.com
Prediction: Unlikely to succeed

This posting has been corrected. A previous version stated that the Website was down, but it had just moved to a different Web address. (HT: Bob K.)

This commercial features a classic "contrived problem." That is, a problem doesn't really exist, so one is made up. In debates, this is sometimes called a "straw man" argument. You set up a superficial problem and attack it to score points. But the "straw man" here -- humidifiers that are big and bulky -- doesn't score (that is, sell anyone) because people who use humidifiers have been to the store and know they come in all kinds of convenient shapes and sizes.

Review: Go Booster

2011-11-28T19:47:00.003-05:00

Description: An inflatable car seat
Main Pitch: "Weighs less than 2 lbs," "small enough to fit in a handbag or suitcase"
Main Offer: 3 pay of $19.95
Bonus: Free travel tote and cover
Marketer: National Express
Website: www.GoBoosterSeat.com
Prediction: Bomb

I often talk about "segmenting a segment." This product goes beyond committing that violation. Call it "segmenting a segmented segment." Its primary target seems to be parents (a minority segment of DRTV buyers) of toddlers (getting smaller) who travel enough with their kids to need a temporary booster seat solution (we're down to a few dozen people now). You can always tell a marketer is stretching when they make naked pleas such as, "Your child may be too old for a car seat, but she still needs a boost."

Making things worse, it seems these parents (or their children, apparently) must have good lung capacity and a lot of patience to use this product. Speaking as a father of two toddlers, this narrows the segment to near zero. I can just see it now: "I know we're already late to Disney World, kids, but hang on while daddy blows up this booster seat."

Oh, and did I mention this thing costs $60? I'm sure there was a rationale there somewhere, but I have no idea what it might have been.

Review: Stack Mates

2011-11-28T19:22:00.000-05:00

Description: Nesting food storage containers
Main Pitch: "Keeps your cabinets clutter free with no wasted space"
Main Offer: $10 for a set of five
Bonus: 2nd set of five (just pay processing)
Marketer: Telebrands
Website: www.BuyStackMates.com
Prediction: Unlikely to succeed

Speaking of Smart Spin, here's another solution to the problem of lost lids and crowded cabinets. Actually, this product and spot are more reminiscent of Wow Containers. From what I understand, that campaign had a decent run, but didn't do well enough to warrant a similar attempt so soon. Plus, Wow Containers had a great primary benefit this product does not: They could be mixed and matched to accomodate almost any portion of food.

Review: Can Handler

2011-11-28T19:01:00.000-05:00

Description: A spinning can organizer
Main Pitch: "Rotates so you can easily see every can and quickly grab the one you need"
Main Offer: $10 for one
Bonus: 2nd one, spinning Packet Handler (just pay processing)
Marketer: Telebrands
Producer: Blue Moon
Website: www.GetCanHandler.com
Prediction: Unlikely to succeed

I continue to stick to my "one is an outlier, three is a category" rule. So far, I've only seen an outlier in the kitchen organization category: Merchant Media's Swivel Store (which was also produced by Blue Moon). Hit #2 has yet to present itself, lending credence to my hypothesis that "spices might be a special case."

(I don't count Smart Spin because it preceded Swivel Store by long enough to suggest it may also have been an outlier. But even if I did count it, we'd only have two, not three.)

Further lowering the odds for this one: Several can organizers have failed on DRTV. I remember a u-shaped one for soda cans that went inside a refrigerator, and a Ferris Wheel-like contraption that bombed for two different marketers.

Incidentally, some day I will do a feature on the best (or worst) double-entendre names in DR. Kitchen Quicky will likely top the list, but Can Handler will definitely make the cut!

Ogilvy on DR

2011-11-23T16:47:00.001-05:00

I'm a big fan of David Ogilvy (his books have a permanent place on my bookshelf), so I was delighted to receive a link to this video the other day (HT. Bill S.). Enjoy!

Review: I.M Rings

2011-11-22T12:42:00.045-05:00

Description: Workout rings
Main Pitch: "Use the body you got to get the body you want"
Main Offer: $14.95 for rings and anchoring system
Bonus: 7 Extreme Workout DVDs
Starring: Jake himself
Marketer: Body By Jake
Website: www.OfficialIMRings.com
Prediction: Unlikely to succeed

I confess to not understanding this category very well. What makes its target audience buy and how the DRTV-to-retail model works appear to be different than with other categories. Based on what I've seen, however, the products that break through tend to present a strong "reason to believe" the system will deliver the promised 'get ripped' results. (It also helps to have an MMA star attached to the product.)

This item doesn't credibly present such a reason. Maybe that's because working out with rings is an unusual behavior you don't see in your local gym -- versus, say, people working out with Tower 200-like cables.

As for the spot, I found it long on motivational platitudes and short on product features. Then again, it's hard to spend a lot of time talking about a pair of rings.

Review: Kitchen Quicky

2011-11-22T12:40:00.001-05:00

Description: A colander and cutting board in one
Main Pitch: "The ultimate food prep station that fits right over your sink"
Main Offer: $10 for one
Bonus: Ceramic knife (just pay P&H)
Marketer: Lenfest
Producer: Hutton-Miller
Website: www.KitchenQuicky.com
Prediction: On the fence

Putting aside the name (which sounds like the title of a Penthouse letter), this product suffers from the "Swiss Army" problem. It has too many features to cover adequately in the span of a DRTV spot. There are exceptions to the rule (see Chef Basket), but they are few.

Otherwise, I like the product. Perhaps it would do well on live shopping.

Review: Broiler Buddy

2011-11-22T12:15:00.019-05:00

Description: A personal-size broiling pan
Main Pitch: "Takes the hassle out of cooking single servings"
Main Offer: $10 for one with recipe book
Bonus: 2nd set, non-stick locking tongs (just pay processing)
Marketer: Telebrands
Producer: The Schwartz Group
Website: www.BroilerBuddy.com
Prediction: Unlikely to succeed

This one fails the motivation test. To get people off the couch, you need an exciting product. It either has to solve a painful problem, possibly for the first time, or have some kind of amazing demo that overwhelms logic with that "gotta have it" feeling. This does neither. It's a small pan. I can't see people getting excited about that.

My Complete Track Record

2011-11-21T14:02:00.010-05:00

A fan of this blog recently asked about my track record since I started making predictions. I mentioned that I publish an accounting of my track record quarterly, when I announce the True Top 50. He said he wanted to know what my record was to date. I confessed I had never done more than a year's worth of analysis, and then had focused only on hits I had gotten either right or wrong.

Fast-forward a few weeks, and he presented me with a gift: He had actually gone to the trouble of combing through my entire blog and matching up predictions with results!

Long analysis short, here are the results:

Of the 29 times I predicted a test was "likely to succeed," I have been right seven times. That's an accuracy rate of 24% or one in four.

Of the 117 times I predicted a test was "unlikely to succeed," I have been right 104 times. That's an accuracy rate of 89% or getting it right about nine times out of 10.

Of the 36 times I have predicted "bomb," I have been right 34 times. That's an accuracy rate of 94% or getting it right about 19 times out of 20.

For this exercise, my accuracy was determined by a TV spending threshold and a check of retail stores. If a campaign spent at least $500,000 (at rate card) on rated stations and the item made it to retail, it was declared a success.

One other thing: It seems I only predicted "hit" one time in blog history (when Guthy-Renker and IdeaVillage partnered to do Sexy Legs), so they lumped that one in with the "likely to succeed" results and counted it against me (since I was wrong). There is one other time I predicted "hit" (with Allstar's Snap-2-O), but it is too soon to determine the outcome of that campaign.

So there you have it: A full accounting of my track record for anyone who wanted to know. As for my feelings about this record, I don't take much pride in predicting failures accurately. If you think about it, the failure rate for the industry is easily 19 times out of 20, so all you'd have to do is call everything a bomb and you could match my record.

I am a bit more proud of my success at predicting winners.While failing three times out of four might seem like a terrible track record to the uninitiated, any industry insider would love to be wrong that infrequently!

Now if only I had an equity stake in all of those successes ...

Review: Doggy Time Treats

2011-11-17T11:03:00.000-05:00

Description: Kit for making dog treats
Main Pitch: "The wholesome gourmet doggy treats you bake yourself"
Main Offer: $12.99 for a bag (choice of 5 flavors), 3 treat cutters
Bonus: Double the offer (just pay S&P)
Marketer: SAS Group
Producer: DEG
Website: www.GetDoggyTreats.com
Prediction: N/A

File this one under "shameless self-promotion." I wrote this one, so of course I expect it to be a huge hit!

By the way, the answer is yes -- that is the ubiquitous voice talent you usually hear in Blue Moon commercials.

Dueling Nail Decorators

2011-11-17T10:37:00.003-05:00

Review: Nailtastic

Description: A nail-decorating kit
Main Pitch: "Salon perfect nail designs in seconds"
Main Offer: $19.99 for the kit with six image discs
Bonus: Three bonus discs (just pay P&H)
Marketer: Ontel
Website: www.GetNailtastic.com
Prediction: N/A

Like IdeaVillage did with Sonic Jammers/Music Bullet, Ontel is testing to see if a different name and creative can deliver a different result (the first version being Salon Express.) I applaud those willing to engage in the experiment and will watch which one rolls out with interest.

Review: Chip Wave

2011-11-17T07:48:00.000-05:00

Description: A microwave chip maker
Main Pitch: "Fat-free, guilt-free chips ... right in your microwave"
Main Offer: $10 for one with Chip Smart Slicer
Bonus: 2nd one (just pay processing)
Marketer: Telebrands
Producer: Blue Moon Studios
Website: www.GetChipWave.com
Prediction: Unlikely to succeed

Someone outside the industry tried this idea in September. They called it Top Chips. If this is an item, the Blue Moon/Telebrands will easily win in the marketplace -- but I'm not so sure this is an item. My comments are exactly the same as before: "This looks like a lot of work to make one bag of chips, and all for what? Healthier chips are widely available at retail these days. They come in low fat, no fat, baked, air cooked and more, and you can get chips in every type of fruit or vegetable imaginable."

On a side note, I love the opening of this spot. Using sound to get people's attention and hammer home a key selling point is a brilliant idea.

Weekly Round-Up (2)

2011-11-17T07:32:00.000-05:00

Yes, another one. I am a little behind, so expect quite a few new posts over the next week or so.

Arch Pumps. Starring: Lee Majors Pitch: "Instant custom arch support." Prediction: Unlikely to succeed. Comments: Not even the Bionic Man can make an insole work on DRTV. Sorry, Lee. Still a big fan! [a]
Bubby My Buddy. Pitch: "Air-inflated plush toys ... from 2 feet high up to 7-foot tall giraffe." Prediction: Unlikely to succeed. Comments: This one is kinda the opposite of a small, huggable pillow you can sleep with. Otherwise, I like the visual appeal but think the timing is off. Everyone and their mother (almost literally) is out with a plush these days. [a]
Get Me Out Pillow. Pitch: "Not just a pillow but a cozy friend awaits you who is saying 'Get Me Out.'" Prediction: Bomb. Comments: Speaking of plush overload ... and this one is third to market with a me-too product. [a]
Gourme Mist. Pitch: "The five-calorie flavor and cooking spray." Comments: So wrong for DRTV, I don't know where to begin. [a]
Pushy Pops. Pitch: "The amazing new push-up snack pop." Prediction: On the fence. Comments: We are also approaching 'baking overload' in DR right now. But I haven't seen enough consistent success to justify the activity. If there is a category here, it's clear no one understands it yet because these items are all over the place in terms of USP, and most are short on a solid problem/solution. [a]
ShockWave. Brand: Gold's Gym. Pitch: "Bigger, heavier and stronger for amplifying muscle contractions." Prediction: Bomb. Comments: "Late" isn't the word for what this me-too product is to market. We'd have to go back in time for this to have a shot against Shake Weight. [a]
Stay Gate. Marketer: IHS. Pitch: "Keep your pet safe and sound." Prediction: On the fence. Comments: I like the product and the commercial is professionally done, but I don't know enough about newcomer IHS to understand what they are trying to accomplish. If it's truly an online mall model, as the site indicates, color me dubious. [a]
Ultra Sorter. Pitch: "Accurate rolls every time." Prediction: Bomb. Comments: If only we had that time machine I mentioned earlier ... [a]

Weekly Round-Up

2011-11-16T19:35:00.000-05:00

I am making one change to this feature: I am going to start making predictions. My last True Top 50 update had far too many "did not review" items in the score-keeping section. Not making a call during these round-ups was one reason why.

Easy Sheets. Pitch: "Making your bed has never been easier." Prediction: Bomb. Comments: Amateur hour. It fails almost all of my criteria. [a]
Perfect Tweeze. Pitch: "Optimal lighting every time." Prediction: Unlikely to succeed. Comments: Been there, done that. We called ours Luma Tweeze. The experience taught me that women are very loyal to that one brand of tweezer they love and won't replace it easily, even if presented with an added benefit like a light. [a]
Plant Sorb. Pitch: "Never worry about water damage from your house plants or Christmas tree again." Prediction: Unlikely to succeed. Comments: This is sort of like a ShamWow! specifically for plants. Not a bad idea, in general, but way too narrow for DRTV. [a]
Pouch Painter. Pitch: "The no-spill painting solution." Prediction: Bomb. Comments: It's very difficult to have a hit in this category. The solution has to solve a painful problem in a "wow" way. This product addresses a mild nuisance and does it in a generic way. [a]
Tread Ahead. Pitch: "Never get stuck again." Prediction: Bomb. Comments: I'll say it again -- preparedness is the opposite of impulsiveness. Any pitch that boils down to -- 'You have to act now to be prepared for a possible future problem!' -- is doomed from the start. Plus, this solution is geographically limited and highly seasonal. [a]

Summer True Top 50

2011-11-01T13:54:00.000-04:00

Since the warm weather is clearly over here in the Northeast (today there is snow on the ground), it's time to take a look back at the true hits from the summer season. The results are in. Here are the True Top 50 ...

First, my standard disclaimer: This listing is based on our unique methodology, which you can always read more about here.

Second, here's an update on my track record. With regard to new items only, my track record is 3-4-9. I got three wrong (two are questionable), four right and nine didn't count for one reason or another.

Ones I got wrong: Sift & Toss, Snap-On Feathers and Slim Away. I think the first two are questionable because the commercials and/or strategies changed before the campaign rolled out. When I reviewed Snap-On Feathers, for example, the commercial did not star Carishma or feature a pitch to download her single. Meanwhile Sift & Toss has gone through several revamps since I reviewed it. But in both cases, I wasn't hot on the core concept, so I'll take my licks. I guess retail sales will be the ultimate judge of my degree of wrongness.

Ones I got right: Perfect Meatloaf, Slice-O-Matic, Shed Pal and Half Time Drill Driver. Three out of four are Schwartz Group productions. More on that later.

I did not review Pivotrim, Thundershirt or Ab Roller Evolution simply because I missed them until it was too late. Meanwhile, I intentionally did not review Eggies or MyZone Headphones because I was too close to them to make any comment. Although I made brief remarks about Magic Mesh, I probably should have skipped that one for the same reason, since I wrote the commercial. As for Flex Seal, Miracle Socks and Plaque Blast, my comments were brief and rode the fence, so I didn't count them either way.

Next, I am announcing that Allstar Products is my True Top Marketer for the summer of 2011, re-taking the top spot with eight hits total, four of them new and four in the top 10. Telebrands is a close second with nine hits total, six of them new. But they only had one in the top 10 (an old hit at that). Allstar also had a total of five hits in the top 25 to Telebrands' four, so I gave the edge to Allstar. IdeaVillage and Media Enterprises tie for third with three hits each, none of them new.

Finally, I am declaring The Schwartz Group my new True Top Producer. Not because of the total number of hits they produced (they have only three to Hutton-Miller's six), but because all three are new to the True Top 50. Perfect Meatloaf is also the highest-ranked new hit (at No. 3) from a producer with more than one appearance on the charts.

I admit this methodology is a bit selective. Looking at the sheer number of hits, old or new, Hutton-Miller would tie Blue Moon Studios for No. 1 with six hits each, and The Schwartz Group would tie Concepts TV for No. 2 with three hits each. But I like to look at new hits, and when it comes to those, The Schwartz Group has clearly emerged as No. 1. They have one new hit in the top 10, two new hits in the top 25 and three new hits in the Top 50.

This is the first time The Schwartz Group has been No. 1, so congratulations to them!

SciMark Report from October Response

2011-11-01T10:56:00.000-04:00

My SciMark Report for October is now available on the Response Website. Reviews include: Turbo Pak and Phantom Saucer. [a]

Tug Toner

2011-11-01T10:14:00.001-04:00

First there was the Shake Weight ...
Then came Free Flexor ...
And now, the Tug Toner (HT: Dean I.).

Weekly Round-Up

2011-10-17T18:21:00.000-04:00

Slim pickings these last few weeks, so here are some quick reviews just to keep you up to date:

Edge of Glory. Starring: Anthony Sullivan. Marketer: Telebrands. Producer: Sullivan Productions. Pitch: "Put the 'sharp' back into your old knives." Comments: There would be nothing wrong with this test if it wasn't attempt No. 5 at selling a knife sharpener on TV this year. In fact, this is the third attempt to sell this exact sharpener, following Tristar's Kleva Sharp and SAS Group's Samurai Pro. With the exception of the credit-card demo (new and very cool) and perhaps the Lady Gaga reference, there is nothing in this commercial to suggest this team has discovered something the others missed. [a]
Heel Dock. Pitch: "The first and only solution to scuffed heels and worn floor mats." Comments: Another solution in search of a problem. [a]
Leak-2-O. Pitch: "Stop that leak before it becomes a flood." Marketer: Allstar. Producer: Producers Direct. Comments: Cool item, but it's trying to sell prevention. [a]
Pedi Spin. Pitch: "The ultimate foot-smoothing miracle you've been waiting for." Marketer: IdeaVillage. Producer: Concepts TV. Comments: Thera Spin re-imagined and re-launched. I'm still on the fence, but the timing is getting better. [a]
Perfect Pot. Pitch: "Measures like a measuring cup, steams like a steamer, strains like a colander ... and it pours like a ladle." Starring: Darlene Cahill. Marketer: IdeaVillage. Producer: Hutton-Miller. Comments: This one violates my "Swiss Army knife" rule. Not surprised this site is down. [a]
Rollee Pollee. Pitch: "The only self-containing napping system." Comments: This might be a good idea if Pillow Pets and Happy Nappers didn't exist. Since they do, it's little more than an 'also ran' with much weaker creative, especially that jingle! [a]
Strutz. Pitch: "The human shock absorber that helps alleviate foot pain." Marketer: Ontel. Comments: Although the product tries to be different, it's really just an insole -- and insoles are on my "bad categories for DRTV" list. Simply put, they never work. As for the creative, it also tries to be different by using a jingle and a cartoon character. I don't think such things add value in a (non-kid) DRTV spot. [a]

Dueling Mini-Speakers

2011-10-05T18:27:00.003-04:00

Review: Sonic Jammers

Description: Portable mini-speakers
Main Pitch: "Gigantic sound and kickin' bass"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay S&H)
Producer: Zoom TV Productions
Website: www.SonicJammers.com
Prediction: Unlikely to succeed

Review: Music Bullet

Starring: Tim Goewey
Main Offer: Same as above
Bonus: Same as above
Producer: Same as above
Website: www.GetMusicBullet.com
Prediction: Unlikely to succeed

IdeaVillage is doing something most marketers don't: Competing against itself. The two spots above, which are for the same product, pit a non-traditional creative style (a music video embedded in a spot) against a more traditional DRTV approach.

Kudos to IdeaVillage for doing it right. Whereas some marketers test a radical new approach without bothering also to test a control, they are practicing good marketing science.

Asked to guess, I would pick the traditional approach to win this duel, but it doesn't much matter. The item is a non-starter. There are just too many competing products at retail for this one to have a real shot.

Review: Beauty View

2011-10-05T17:49:00.003-04:00

Description: A lighted magnifier for mirrors
Main Pitch: "Illuminate and magnify your mirror up to 20x"
Main Offer: $10 for one with carrying case
Bonus: 2nd one with case, micro-trimmer (just pay processing)
Marketer: Telebrands
Website: www.BeautyViewMirror.com
Prediction: Likely to succeed

My impression is that women are always struggling to get enough light, and a good enough view of themselves, to perfect their look. Granted, that perception is likely skewed by the few women I know well enough to be aware of their bathroom habits. If the women I know are typical, this is a great problem solver that could find a market.

My only cause for doubt is that there are many solutions to this problem already on the market. None work with an existing mirror or cost this little, but if women already have a favorite vanity they are unlikely to buy this.

So there's the case for and against. Taking a guess, I came down on the "for" side. We'll see.

Weekly Round-Up

2011-10-05T17:36:00.001-04:00

Blah Blah Bracelets. Pitch: "The customizable bracelet that lets you express yourself and do it with style." Marketer: IdeaVillage. Producer: Hutton-Miller. Comments: From everything I know about marketing to minors (which admittedly isn't much), tweens are the hardest to reach using DRTV. [a]
Comfy Mat. Pitch: "The miracle memory foam mat that cushions and supports you on any surface." Producer: Concepts TV. Comments: The site is already down for this one. [a]
Cool Steam. Pitch: "Remove the toughest wrinkles from your clothes in seconds." Marketer: IdeaVillage. Comments: This seems like an odd product to try when $15 steam solutions such as Steam Buddy are already on the market. [a]
Eva-Dry. Pitch: "Attracts moisture molecules without the use of electricity or chemicals." Starring: Brian Fasulo. Comments: This product has potential, but it is pitched in the most confusing way possible. It's very hard to figure out what the product does or how it works. [a]
ID Blocker. Pitch: "Self-inking stamp that blocks out your personal information so that no one else can see it." Marketer: Telebrands. Comments: A lesser version of SAS Group's Black Out. The pitchman's accent is very odd. When he says the name of the product, it sounds like the audio is going in reverse! [a]
Instabol. Pitch: "Instantly turns any disposable zip storage bag into a serving bowl." Marketer: Lenfest. Producer: Opfer Communications. Comments: A terrible idea for a product. The creative team made the best of a bad situation. [a]
Landi Nails. Pitch: "Chip-resistant protection that lasts and lasts." Comments: I like this one, but if Nails AR New (No. 4 from 6/15/2007) didn't work ... This also has a bit of the "kitchen sink" problem Ruby Crystal had. More to the point, the UV Lamp is a cool bonus, but it puts the price $10 above impulse. [a]
Oral Armor. Pitch: "Oral spray that kills the common harmful germs found in your mouth before they cause infections that may make you sick." Comments: Another ill-fated attempt to market to germaphobes using DRTV. [a]
Purse-It. Pitch: "The fun, new way to have a brand-new purse every day." Comments: This one strikes me as too young and too "crafty" for short-form DRTV. [a]
Store-Away Ottoman. Pitch: "The ingenious ottoman that folds up and stores right under your couch or chair." Marketer: Allstar. Producer: Blue Moon. Comments: Neat concept, but the site is already down.[a]

Don Lapre Found Dead

2011-10-03T17:24:00.001-04:00

The FOX news affiliate in Phoenix reports Don Lapre has been found dead in his jail cell.

Supervisory Deputy U.S. Marshal Matt Hershey says at first glance, his death appears to be a suicide -- but the investigation is ongoing.
His trial was due to begin Tuesday ...
Lapre was being held in federal jail without bond, awaiting trial on charges of defrauding at least 220,000 people out of nearly $52 million ...
A grand jury indicted the 47-year-old on 41 counts of conspiracy, mail fraud, wire fraud and promotional money laundering in connection to his company 'The Greatest Vitamin in the World.'

Good Luck with S&P

2011-09-30T15:30:00.002-04:00

www.FreeFlexor.com

Courtesy of AdWeek:

By law, strengthening-product demonstrations in infomercials must look like sex acts. There's the Shake Weight, obviously. And now, there's the Free Flexor ... It's not quite as indecent seeming as the Shake Weight, perhaps, but it's still not something you should do around your mother.

[a]

Stompeez Spot

2011-09-28T21:07:00.001-04:00

(Producer: Infomercials Inc.)

Here's another new commercial targeting kids by the folks who brought you Pillow Pets and Wuggle Pets.

As I write in the upcoming issue of Response magazine, a renewed focus on kids' DRTV -- inspired by the success of Infomercials Inc. -- is the latest industry trend.

Weekly Round-Up

2011-09-28T20:50:00.008-04:00

Very little going on this week, and nothing that warrants a detailed review, so here's a (very) short update:

Lappers. Pitch: "Specifically designed to hold all your food firmly in place even when tilted or turned." Starring: Anthony Sullivan. Marketer: Masterbuilt. Producer: Sullivan Productions. Comments: This is not really a DRTV product, especially with a $29.99 price tag. But I like the creative and the demos, and I think this could be an OK seller if it were offered for a lower price in another channel of sale. [a]
Reef Case. Pitch: "The waterproof smart phone case that protects your phone and still lets you use it." Marketer: IdeaVillage. Producer: Sullivan Productions. Comments: The site is already down, so I'm just posting this one for posterity. In general, given the older skew of our prospect base, I think smart phone products are highly unlikely to succeed on DRTV. [a]
Ruby Crystal. Pitch: "The only file with thousands of synthetic ruby crystals that embed themselves into the nail." Comments: I doubt this product is different enough or credible enough to get women to switch from their trusty emery board, which is a 'good enough' solution. This creative also features what I call a 'kitchen sink offer.' That's where so much stuff is jammed into one offer (everything but the kitchen sink), the viewer has no idea what she's supposed to be getting. [a]
Shadazzle. Pitch: "Cleans, polishes and protects in one step." Starring: Harry Wilder. Comments: This product flopped in early 2009 under the name Earth Brite. I see no reason why the results would be any different this time around. [a]

Weekly Round-Up

2011-09-23T14:11:00.000-04:00

Name choices matter. As the above illustrates, "Head Wedgie" (No. 2) doesn't exactly communicate comfort.

Not much going on the last few weeks, so only five quick reviews are needed to bring you up to speed:

Eco EZ Wash. Pitch: "The revolutionary waterless cash wash that does it all." Comments: Attempt No. 96 in a very crowded category. [a]
Head Wedgie. Pitch: "The ultimate head rest solution." Comments: This is a comfort product, but I can't think of a less comfortable-sounding name than "head wedgie." This product is also incorrectly targeted for DRTV. [a]
Quillow. Pitch: "It's a pillow. It's a blanket. It's a Quillow." Comments: I like the Blue Moon version better. [a]
Tie Boss. Pitch: "Better than a bungee. Easier than a ratchet." Comments: This product seems too utilitarian to be successful on DRTV. There's no magic. It's something a guy might pick up at the hardware store for a specific purpose, but not something he'd get off the couch to buy on impulse. [a]
Top Chips. Pitch: "The fat-free, low-calorie, healthy way to snack." Comments: This looks like a lot of work to make one bag of chips, and all for what? Healthier chips are widely available at retail these days. They come in low fat, no fat, baked, air cooked and more, and you can get chips in every type of fruit or vegetable imaginable. [a]

Old Gold? (6)

2011-09-23T13:28:00.000-04:00

Campaign: White Light
Original Hit Year: 2005 (No. 20 on the JW Annual)
Marketer Telebrands
Website: www.GetWhiteLight.com
Prediction: On The Fence

I took the lazy way out on this one. It would require some real research to determine the answer to a key question governing the success or failure of this attempted revival: What was customer satifaction like with the original item? If it was high, then I see no reason why this one couldn't become a Phoenix. That is, unless the jig is up on the light gimmick. Whitening with light was much newer when this oringinally launched.

SciMark Report from August Response

2011-09-23T13:06:00.001-04:00

A bit of housekeeping: My SciMark Report for August was never posted on the Response Website, so I went ahead and archived it here. It includes a "dueling products" feature pitting Bake Pops against Tasty Top Cake Pops as well as a review of Yoshi Blue.

Weekly Round-Up

2011-09-12T17:39:00.004-04:00

Blue Moon's Pillow Puff commercial (No. 2)

Just in time for ERA, here's the latest batch of attempts:

Hug of Love. Pitch: "The all natural way to make your dog feel safe and secure." Marketer: Telebrands. Comments: I like the Allstar/Blue Moon version of this project better (see No. 5). That said, I did like the name and the comparison to "the way a parent tightly swaddles an infant." Both are great analogies. [a]
Pillow Puff. Pitch: "Pillow when you want it, blanket when you need it." Marketer: Telebrands. Producer: Blue Moon Studios (watch the commercial above). Comments: I like this product, and I think it has a decent shot of catching on like Snuggie did. That said, it's one of those items that if you think about too long, you probably won't buy. [a]
Shake Stop. Pitch: "Stop your washer from shaking up the house." Marketer: Telebrands. Comments: Scratching my head again ... How many people can possibly have this problem? [a]
Show Stoppers. Pitch: "Fashion tape that keeps you looking confident and classy in everything you wear." Marketer: Smart Inventions. Producer: Sullivan Productions. Comments: It's still unclear whether Style Snaps is an outlier or a category (based on my "one is an outlier; three is a category" rule), but this would be the next logical test. My only concern is whether fashion tape is widely known and widely available. If it is, then this one will struggle. Otherwise, it has a strong rationale, the same one that drove Cami Secret's success. [a]
Snap Light. Pitch: "Snaps instantly to just about any surface." Marketer: IdeaVillage. Producer: Blue Moon Studios. Comments: Attempt No. 183. This has a cool visual demo and sound effect, but I'm not predicting success for any lighting product these days given the recent history of the category. DRTV marketers seem to have an endless fascination, but there have been too many failures. This may be another Siren, so sailors beware! [a]
Stand Up Styler. Pitch: "Curved design lets you stand it up" and it "has an ingenious wall mount that holds your dryer for super easy, two-handed styling." Marketer: Allstar. Producer: Blue Moon Studios. Comments: Cool product, but $29.95 is a little steep for an impulse purchase these days, and the blowdryer category is pretty crowded.
Tech Talk Sunglasses. Marketer: IdeaVillage. Pitch: "Lets you have hands-free conversations directly through your sunglasses." Comments: This is just a bad product idea, mainly for social risk reasons (the price doesn't help either). While it's true that, once upon a time, talking on the phone using a wireless earpiece looked and felt strange, that isn't a good rationale for this item. After all, it took years for earpieces to catch on and become mainstream -- not exactly the right timeline for a DRTV product. [a]
Whoa Buddy Blanket. Pitch: "Mimics aluminum foil, a well-known pet deterrent." Marketer: Jarden Consumer Solutions. Comments: As I mentioned in my review of Shed Monster, I really like the visual technique the Jarden team is using for testimonials. In this spot, I also liked the steak-in-the-center demo they came up with as proof the product works. The problem is this item has already been tried (by SAS Group and Blue Moon under the name Skedaddle) without success. I see no reason why the outcome this time would be any different. [a]

SciMark Report from September Response

2011-09-12T17:13:00.001-04:00

My SciMark Report for September is now available on the Response Website. Reviews include: Strike 'N Set, Clever Cutter and Salon Express. [a]

Review: Sharon's Solution

2011-09-12T16:31:00.001-04:00

Description: A stain remover
Main Pitch: "The same secret that museum curators trust to restore vintage clothing and priceless treasures"
Main Offer: $10 for one tub
Bonus: 2nd tub (just pay S&H)
Starring: Lori Leland, Sharon Nitzberg
Producer: Hutton-Miller
Website: www.SharonsSolution.com
Prediction: On the Fence

Even the most well-conceived campaigns for stain removers (see Whip It) seem to struggle these days, so my outlook on the category is generally negative. But I do like the pitch for this one, the credibility of the key demonstrations and the presenters. If this one doesn't work, I'm going to have to officially add stain removers to my "don't bother" list, right after lighting (see No. 10).

On a side note, I noticed and really liked a fresh idea from Hutton-Miller on how to justify the need for the second unit in a BOGO offer. They show a mom handing the product to her daughter on top of a folded stack of bright clothing. Check it out at about 1:49. It's a really nice touch.

Tiny Tyrants

2011-09-11T19:39:00.001-04:00

screenshot

Description: Squeaky dog toys
Main Offer: $14.99 for an Osama
Bonus: A Saddam FREE (just pay S&H)
Marketer: Media Enterprises
Website: www.BuyTinyTyrant.com

Word is a significant portion of the proceeds from this campaign will go to the families of our fallen servicemen, so here's hoping this one's a big hit!

Dangers of DIY DR (5)

2011-09-01T12:34:00.001-04:00

www.GetMagicThimble.com

All I can say is: Watch the spot.

Yes, the pitchman is named "E-L" and his co-host is a robot named "i-Lolly-P." Yes, that is a testimonial featuring a blurred-out "special needs" child. And yes, the bonus is a vibrator.

The Death of Impulse Buying?

2011-08-31T14:06:00.004-04:00

Sometimes consumers take over my reviews and use them to exchange information about a product. This recent comment has become typical:

"I was almost ready to order these and decided to check the review and comments. I no longer have the urge to impulse shop for these ... Thanks for the info. I know better anyway but just needed some backup."

It's worth reflecting on what this behavior, which I think becomes more common every day, will mean for our industry.

Review: 7 Second Sparkle

2011-08-27T19:11:00.002-04:00

Description: A jewelry cleaner
Main Pitch: "Cleans your jewelry with just a twist of the wrist"
Main Offer: $10 for one
Bonus: 2nd one (just pay P&H)
Marketer: Allstar
Producer: Concepts TV
Website: www.7SecondSparkle.com
Prediction: On the Fence

Despite any supporting evidence, I've always liked jewelry cleaners for DRTV. (As my recent "Blast from the Past" post reminded me, I loved Spin 'N Sparkle, for example.) The pitch just makes good sense to me. Women love their jewelry and spend a lot of money acquiring it. Yet most either put up with dull gems or use messy cleaning methods (e.g. a toothbrush). There has to be an opportunity there if the solution is right.

Whether this is that solution remains to be seen, but I wouldn't be surprised if this one appears on my True Top 50 list.

Review: Scoop It

2011-08-27T18:52:00.002-04:00

Description: A scoop for food
Main Pitch: "The easy way to get the food, the whole food and nothing but the food from the chopping board into the pan"
Main Offer: $10 for two
Bonus: 4-in-1 Nokes knife (just pay S&H)
Marketer: Smart Inventions
Producer: Sullivan Productions
Website: www.BuyScoopIt.com
Prediction: Likely to succeed

This one meets most of my Divine Seven criteria for DRTV products. The only questionable one is "problem solving." I'm not sure how big of a problem this is.

As for the commercial, it's a great example of what the Sullivan team can do. Not only do they nail the demos, they produce some of the best-looking spots in the industry.

Review: Lint Lizard

2011-08-27T18:33:00.002-04:00

Description: A vacuum attachment
Main Pitch: "Cleans deep into your dryer making it more energy efficient and saving real money"
Main Offer: $10 for one plus a Dryer Ball
Bonus: Double the offer (just pay processing)
Marketer: Telebrands
Website: www.LintLizard.com
Prediction: On the Fence

Ontel had a nice run with Dryer Max back in the day. This product is a better version of the idea, and I think it has been long enough for this sort of solution to make a comeback. I also like the anicillary uses for the product, especially cleaning in between and under the washer and dryer. Finally, the bonus makes perfect sense given the history and huge success of that item at retail.

All in all, I think this one is a good gamble. We'll see.

Weekly Round-Up

2011-08-27T18:06:00.002-04:00

Carrie Wrap. Pitch: "Keep hair out of the way and get on with your day." Marketer: Allstar. Producer: Hutton-Miller. Comments: My first impression of this product was that it does half of what Smart Invention's Turbie Twist did, and that item is still available at retail and recently failed a comeback attempt on DRTV. Although a similar item does well on live shopping, I see no reason to doubt my instincts with regard to DRTV. [a]
Clever Canvas. Pitch: "Turn any picture into a professional canvas print." Marketer: Telebrands. Comments: Based on the quality of the commercial, this is one of those "throw it up against the wall and see if it sticks" tests. I think it will slide off. As for the item, I'm on the fence. It doesn't solve a problem, but the end result has certainly proven its appeal in the marketplace. [a]
FabriClear. Pitch: "Kill bedbugs on contact with safe, non-toxic spray." Comments: In general, I don't think it's possible to turn media hype into sales if an item doesn't meet the criteria for DRTV. All attempts to capitalize on the Swine Flu scare, for example, failed. I see bed bug products going the same way. The arguments are either prevention or "selling the invisible" -- that is, trying to convince people they have a problem they can't see. [a]
Floral Imposters. Pitch: "Beautiful flowers in your garden with none of the work." Marketer: Telebrands. Comments: Another flyer. Not quite sure what to make of it, in fact. I don't understand the rationale. [a]
Paw Power. Pitch: "Everything you need to safely walk the dog, all in one." Comments: Too many problems with this one to cover in a short post, but leashes in general are a tough sell on DRTV. I've seen many over the years, but none have ever gone anywhere. I do like the bonus, though. [a]
Slant Pan. Pitch: "Get the fat out, leave the flavor in." Marketer: Telebrands. Comments: P.T. Barnum would have loved this one: It's designed for his favorite type of customer! Going back to my "see if it sticks" comment, I predict this one will slide faster than greasy ground beef in a slanted pan! [a]
Spy Light. Pitch: "The ultimate solution for finding hidden contagions before they find you." Comments: Only hard-core germaphobes or CSI addicts would even consider buying this product. It made sense as a bonus for Urine Gone, but there's no case for making it a lead item. [a]

New Feature: Blast from the Past

2011-08-24T15:30:00.000-04:00

This blog is now in its 5th year, the 4th anniversary having passed quietly on June 15. To me, that means The SciMark Report is starting to become what I always hoped it would be: A public, searchable archive of DRTV history. It is now possible for me or anyone else to research the recent history of a solution or category, all in one place and in a matter of minutes. I am very proud of that achievement!

Still, as your new (de facto) DRTV historian, I am dissatisfied with what I have to offer. The complete history of short-form DRTV goes back to the 1980s, which means this resource is missing at least 20 years of information. Even if I relax the standard a bit, I have on file Top 50 charts going back to 1994, which means this resource is missing 13 years of information. That's a lot of history from which we all could learn and benefit.

Lacking the resources necessary to create a "Library of Congress" for DR, there isn't much I can do about this. But I have set a modest goal I think I can accomplish. Thanks to a recent donation by some friends in the industry (HT: Mike and Chris), and also utilizing my own email archives -- before this report was a blog, it was an internal mass email -- I think I can reconstruct the years since the turn of the century.

So, in the next few months and years, look for posts titled, "Blast from the Past." I will start with May 2007 and work backward from there. But first, a look at what was testing in the early part of June 2007 ...

Week of 6/15/2007

GRILL DADDY ($19.95) is a BBQ grill cleaning tool. It has stainless steel bristles and release a stream of water that creates a steam-cleaning effect on hot grills. The bonus is a color-changing meat thermometer. This is a Steve Harkey commercial.
Original Comments: Adding a water gun to a generic grill cleaning brush isn't going to move people off the couch. [Good thing this wasn't public! Not only was I wrong, but Grill Daddy became a valued client in later years.]

READY BED (2 pay, $19.95) is a combined air mattress and sleeping bag for kids. There are four different themes: Dora the Explorer, Disney Princess, Spider Man and Thomas & Friends. The offer includes a "messenger bag" style carrying case and a battery-powered pump. The bonus is a travel neck pillow for kids.
Original Comments: I like it. The price is high for DRTV and the market/media is limited, but the product is a wow idea and a great solution for sleepovers.

MAGIC CARRY ($19.99) is a harness system for moving heavy objects. It consists of shoulder straps and clips that let you use evenly distribute the weight and leaves your hands free. Uses include: Lifting air conditioners, monitors, mattresses, etc. The offer includes a support pad for extra heavy things. The bonus is a set of four "Easy Sliders" (aka Moving Men). This is a Billy Mays commercial.
Original Comments: Unlikely to succeed. This is reminiscent of the Forearm Forklifts, and suffers from some of the same shortcomings. But while the Forearm Forklifts weren't a great value, this at least looks like it's worth $20. The problem is one of credibility. I don't think people (especially the older, more fragile DRTV buyer) will believe that a system of straps will allow them to lift two or three times what they can lift normally.

CLEAR-2-O ($12.95 S&H) is a water-purifying pitcher that is supposed to filter out five times more contaminants than similar products. Instead of running water into the top, you attach a hose to your spigot. The offer is try it free, just pay S&H. They also pitch their home delivery program for the filters.
Original Comments: Unlikely to succeed. This is a classic "better than" product. As a result, it faces the same challenge all products of this sort face -- the leading product is good enough. In the commercial, they use cloudy water to demonstrate the superiority of their filtration. But in real life, the tap water probably isn't cloudy and the leader's product (i.e. Brita) is producing crystal clear results. That means the consumer would need an education and a microscope to appreciate the benefits of this item, which means it's not an impulse buy.

Week of 6/15/2007

LE SPA ($19.95) is a spinning shower brush integrated with a European-style shower head. It has an adjustable sprayer, an extendable handle, an internal reservoir for body wash and several different attachments. The offer includes a soft spiral brush, a spinning loofa, a massage head, and a full-body brush. The bonuses are a head with deep tissue massage fingers, a spinning pumice stone and a "power brush" for cleaning bathroom tiles. It's a 10-piece kit in all. They are also selling organic body washes on the back end.
Original Comments: A better version of Spin Spa, so it's a guaranteed hit, right? Wrong. The big problem with this item is the type of shower head required. Handheld shower heads are common in Europe, but much less common in the United States. That means the market for this product is limited. When installation is required, you've got problems. Spin Spa is battery powered, so it doesn't present that barrier to purchase. The other issue is all the things this item does. It's a lot to cram into two minutes and still have a clear communication. We were pushing it at five!

ROTO DUSTER ($19.99) is a knockoff of Go Duster, the spinning power duster. The bonuses are an extra-long head and a micro-dusting head.
Original Comments: Word is that Go Duster is a hit, so this should follow the normal course of a good knockoff (which it is) and capture a portion of the market.

SPIN N' SPARKLE ($19.95) is a cordless jewelry cleaning brush that comes with a spray-on cleaning solution. It's designed to restore the luster of rings, necklaces and bracelets. The offer includes a hands-free jewelry holder, a gem polishing cloth and a precious gems care guide. The bonuses are a designer carrying bag and a second brush head.
Original Comments: Winner! This item is mass market, and it solves a problem for women. What's not to like? [It wasn't a winner, and when I participated in an attempt to try again, it failed then, too. Oh well.]

NAILS AR NEW ($19.95) is a nail polish repair formula. It goes on like nail polish and fixes chipped, peeled or otherwise damaged nails. The offer includes a bottle of cuticle oil serum. The bonus is a second bottle of the repair formula, just pay shipping.
Original Comments: Another winner! It solves a real problem: Women pay big bucks to have their nails done, only to ruin them a day later. [I still think this is an opportunity, but it never went anywhere.]

XEN-TAN (Free Trial) is a sunless tanning cream in a tube. Features testimonials from models. The offer is a free trial, just pay S&H. The bonus is a free bottle of tan-extending lotion.
Original Comments: Prediction? Bomb. Yes, it's free. But this item is so common, I don't think people will even find it worth the trouble of picking up the phone and placing an order. Also, the product holds little appeal for older people, the majority of DRTV buyers.

CORE SCULPTOR (2 pay, $29.95) is an ab roller device. It resists you on the way out, and assists you on the way in. The offer includes a "Slim From Within" eating plan. The bonuses are four workout videos. This is a Sylmark product.
Original Comments: I don't see this on the long-form lists, but I'll assume it's in support of an infomercial at that price point.

PLATINUM HAND MAGIC ($29.95) is an anti-aging hand cream. The spot claims the cream will restore the youthful appearance of hands in just a few days. The bonus is an upgrade from a 30-day to a 60-day supply. Then they double the offer. This is a Chamonix product.
Original Comments: Interesting idea. Narrow focus. I have no idea how big the problem perception is for this, but they are certainly talking to the right audience. It's a bit pricey for DRTV, too, but the value is there. Might just work. [It didn't.]

CLEAR REVOLUTION (Free Trial) is an acne system. Its point of difference is that it claims "treats all five causes of acne," which they say are excessive oil production, improper cell exfoliation, bacteria growth, irritation and inflammation. The system includes four products: a pore-purifying cleaning foam, exfoliating acne treatment gel, oil-free skin renewal complex and anti-acne spot concentrate. The offer is a free trial, just pay S&H.
Original Comments: Unlikely to succeed. Proactiv is the 800-lb gorilla in this category. You need a stellar product and smart marketing to compete against it. This product may be stellar, but the marketing isn't smart. For one, they are trying to sell a more complex product in short-form when a long-form is clearly needed to get people to care about the "five causes of acne."

TOPSY TURVY ($14.99) is a hanging tomato planter that grows tomatoes upside-down. The pitch is that because the planter is upside down, "water and nutrients pour directly from the root to the fruit." Can also grow cucumbers, peppers, etc. The offer includes a recipe guide. The bonus is a device that holds a tomato while you slice it.
Original Comments: Cool item, but it's unlikely to succeed. Besides being seasonal, it's a niche item. People who love to grow their own tomatoes, like the older Italians from the tri-state area, may be interested -- if they don't have their own preferred techniques. Everyone else will yawn and change the channel. [Oops! Shows how little I knew then about this DRTV category.]

Week of 6/1/2007

GRABIT ($19.95) is a two-sided drill bit that removes damaged screws and bolts. The offer includes four bits in different sizes.
Original Comments: Great item, tough sale on DRTV. For one, damaged screw removers are available at retail for lower prices. It's also hard to make four drill bits look like the kind of value necessary to get people off the couch. And then there's the problem this solves: It's painful when it happens, but how often does it happen for the everyday Joe? [This is another project that I ended up working on. As mentioned in one of the early episodes of Pitchman, I helped bring Billy Mays in for the second attempt on the project. The end result is here. It never took off, though.]

HEALTHY TAP ($4.95) is a small filter bag that improves the taste and quality of a gallon of tap water. According to the makers, "the ingredients in the filter bag immediately drive off the chlorine, improve the taste, and add trace minerals to the water." The offer includes two packages of 30 filters (60 filters total). The bonuses are a slim-line water jug for the refrigerator, a book on healthy water and a one-year newsletter subscription.
Original Comments: Prediction? Bomb. The commercial is terrible. The product has a major credibility problem. And no one cares enough about water to want a monthly newsletter on the topic!

Review: Insta Hang

2011-08-15T19:32:00.000-04:00

Description: A peg dispenser
Main Pitch: "Lets you hang any picture, any object big or small, on any wall in seconds"
Main Offer: $14.99 for one with 50-piece accessory kit
Bonus: 2nd accessory kit, six picture frames (just pay P&H)
Marketer: Hampton Direct
Website: www.InstaHang.com
Prediction: Likely to succeed

I like this product, and it also happens to meet all of my Divine Seven criteria for DRTV products. A few are questionable, to be sure. Is hammering a nail really that big of a problem? Will people believe this tool is easy on the hands yet powerful enough to drive a tack through a stud? I'm not sure about either one. But all in all, I think there's enough here for this one to have a solid shot at success.

Review: Pet Spread

2011-08-15T18:52:00.003-04:00

screenshot

Description: A pet blanket
Main Pitch: "Designed to let your pets cuddle on the couch with you and still keep your couch like new"
Main Offer: One starting at $19.99
Bonus: 2nd one in same size, just pay processing
Marketer: Telebrands
Website: www.GetPetSpread.com
Prediction: Unlikely to succeed

The site for this one is inactive, so my prediction is a little unfair. But I've evaluated similar items in the past and have always shot them down because pet blankets are too easy to find in the marketplace.

On a separate note, this one is noteworthy because of the attempt to employ a "starting at" pricing strategy. It's a rare strategy I have seen used when sizes, and as a result material costs, vary widely. But I don't know of any positive case studies in recent years. Post a comment if you do.

Weekly Round-Up

2011-08-13T14:04:00.005-04:00

Here are 10 quick reviews to keep you updated ...

Big Skinny. Pitch: "The world's thinnest, lightest and most comfortable wallet." Comments: This is a good DRTV category, but there's only room for one and the one right now is Telebrands' Aluma Wallet. This commercial is also a bit lackluster compared to the competition. [a]
Easy Treat Maker. Pitch: "Make delicious, homemade, heathy treats your pets will love." Comments: I doubt enough people care enough about the ingredients in dog treats to put the time and effort into baking their own. Plus, all natural pre-made treats are widely available. [a]
Eye Beamers. Pitch: "A beam of light to improve your sight." Comments: Another sailor seduced by a Siren (see my iRayz review). [a]
Keeper Sweeper. Pitch: "Don't toss it, keep it." Comments: Too much info too fast. As Ron Popeil once told me: "What is the perception of someone trying to sell you at a machine-gun pace? They are trying too hard, so it’s too good to be true." [a]
Life Lantern. Pitch: "So bright it can fill an entire room with light." Marketer: Allstar. Producer: Producers Direct. Comments: This item is already at retail under different brands as a camping item, but I liked the idea of bringing it indoors and expanding its uses. [a]
Micro Pedi. Pitch: "Leave your feet with baby soft skin." Comments: The $40 Emjoi version of IdeaVillage's Thera-Spin. [a]
Re-scent It. Pitch: "Re-fill your favorite diffuser scents in seconds." Comments: Amateur hour. Plus, pure value plays (almost) never work in DR. [a]
Stage Candle. Marketer: Telebrands. Pitch: "It burns perfectly with no mess, right to the end." Comments: There must be some reason why Telebrands tests these things, but I'm left scratching my head once again. [a]
Twin Brush. Pitch: "Two heads are better than one." Comments: The $30 version of Sylmark's 30 Second Smile. Even though its half the price, I don't think price sensitivity is much of an issue in this category, so these guys are second to market with a "me too" solution. [a]
Work Brite. Pitch: "The wireless work light that's portable and bright." Comments: I'm just about ready to declare lighting a dead category for DRTV -- at least for now. Despite about a dozen attempts in recent history by all the major marketers (this is Telebrands' 4th attempt alone), no one has found success. [a]

Snazaroo Spot

2011-08-13T11:12:00.003-04:00

(Producer: Concepts TV)

Saw this one on TV the other day. As I wrote when I posted Sullivan's Wacky Pens spot, it caught my interest because it's somewhat rare to see a kids' spot from a company other than Hutton-Miller.

The spot can be viewed on the product site at: www.BuySnazaroo.com

Dueling Openers

2011-08-11T11:31:00.002-04:00

Review: Open 7

Description: A 7-in-1 kitchen opener
Main Pitch: "Safely opens anything and everything"
Main Offer: $19.99 for one
Bonus: 2nd one, Chef Basket (just pay processing)
Marketer: Telebrands
Producer: Sullivan Productions
Website: www.GetOpen7.com
Prediction: Unlikely to succeed

In the July issue of Response magazine, I reviewed Hutton-Miller's Kitchen Candu. This is the same concept with one more use. Besides striking me as reverse Something-About-Mary logic, I think that extra use actually exacerbates the problems I had with the earlier product.

As for the commercial, this spot is certainly serviceable, but Hutton-Miller's was more compelling. Still, I give them both the same odds of success (low) because I just don't like these "Swiss Army knife" products for DRTV.

Wacky Pens Spot

2011-08-11T09:59:00.003-04:00

(Producer: Sullivan Productions)

Thought I'd post this because most DRTV kids' spot have been done by one production company (Hutton-Miller), and it's interesting to see how another production company goes about it.

As for my opinion on the campaign, I have none. As I've mentioned before, I don't feel I know enough about this market to critique the work or make predictions.