Review: Razor Rx

Description: A device that cleans and hones razors
Main Pitch: "Get more than 150 smooth, clean, comfortable shaves from every blade"
Main Offer: $9.99 for one
Bonus: Rx micro-trimmer (just pay P&H)
Marketer: Product Strategies
Producer: PBandJ Partners
Website: www.RazorRx.com
Prediction: On the Fence

First, the good news. According to a recent email I received from PBandJ, this campaign was "selected from over 6000 entries by The International Academy of Visual Arts to receive a 2011 Communicator Award." Congratulations to Peter Aronow and team.

Moving on, for years I believed the high cost of razors was a major issue for America. I had good reason: A main pitch for Titanium Turbo, an inexpensive electric razor I helped launch, was that it saved you money on razors. That item was a TV success, reaching No. 13 on the Jordan Whitney in 2005. I also observed the apparent success of Infinity Razor in 2007 and Save-A-Blade in 2008.

But today, after understanding the category better and what happened with those earlier "successes" -- as well as failing with another razor-saving idea and observing the failure of similar ideas -- I no longer believe America cares enough about the price of razors to sustain a campaign. Maybe the "Great Recession" has changed that, but I'm doubtful.

That said, this product has a lot going for it, including a low-risk price, so perhaps people will buy it to try it. The copy of MicroTouch as a bonus won't hurt, either.

Review: Switch Brite

Description: A stick-up light that looks like a switch
Main Pitch: "Just peel, stick and flip the switch"
Main Offer: $10.99 for one
Bonus: 2nd one (just pay processing) plus free gift
Starring: Anthony Sullivan
Marketer: Telebrands
Producer: Sullivan Productions
Website: www.SwitchBrite.com
Prediction: On the Fence

This is a unique product and a great idea with a plausible reason for being. From 2006-2007, Telebrands had a hit with the light-bulb corrollary to this idea: Stick-Up Bulb was No. 28 on the Jordan Whitney in 2007. That same year and next, IdeaVillage also had succcess with Handy Switch, a remote-control light switch pitched by the late, great Billy Mays. (Speaking of which, one concern I have with the commercial is whether people will understand this is not a switch for an existing light, it is the light.)

Anyway, despite liking the item, I'm not bullish on its success. The reason, as I've written before, is the lighting category has a terrible track record of late. Telebrands alone has had three recent strike-outs by my reckoning: Light Headed, Hex Light and Flashlight Man. This one is the best of the lot, but it just may not be the right environment for a lighting item.

On a side note, for those keeping track, Telebrands is now using three unique techniques in its offers: a $10.99 price point, "find out about free shipping" and a suprise gift. I have no idea if any of that helps improve response, but they are doing it on every commercial they test these days.

Review: Garden Thug

Description: A pruning tool
Main Pitch: "The heavy duty muscle in a lightweight design"
Main Offer: $19.95 for one
Bonus: Free Amber Vision protective eyewear
Website: www.GardenThug.com
Prediction: Unlikely to succeed

Truly bizarre! This product for seniors is pitched using a rap video featuring a white grandma acting like a "gansta" (see below). It's sure to generate social-media buzz but, like all campaigns designed this way, also sure to deliver very few sales.

On a side note, I do like the idea of closing with "risk free" instead of a hard offer, especially when ultimate price is only $19.99. It's something worth testing. Also noted is the use of Telebrands' old Amber Vision brand on a pair of protective glasses. With IdeaVillage's HD Vision brand on its third successful line extension, it might not be as crazy an idea as it first appears.

Hey, It's My Blog!

In case you aren't already bored to death by posts about my involvement in Lenfest's Discovery Day, here's a link to the Philadelphia Inquirer coverage.

Last one, I promise -- unless someone does a really, really special piece where a photo of my good side is prominently featured ...

Weekly Round-Up

Cleaning out my folder, I found 15 items I hadn't blogged about before. Some are no longer live online, but here they are for posterity:

1. Glamour Curls. Pitch: "The fun, easy way to curl your hair." Marketer: Telebrands. Producer: Monte-Brooks. Comments: Definitely one of the more bizarre-looking products I've seen lately! In any case, the "Hollywood glamour" pitch has been tried many times before in the hair category. So unless neon dreadlocks are the next hair trend, I don't see this one taking off. [a]
    
2. Grass Gator Rampage. Marketer: National Express. Pitch: "Takes all the hassle out of trimming." Comments: It seems one of these launches every summer. There must be a market in there somewhere, and I have no idea how to evaluate whether this is right for it. [a]
    
3. Grout Bully. Producer: Bluewater Media. Pitch: "Cleans, renews, design grout on contact." Comments: I've been down this road twice before. It's a dead end. [a]
    
4. Hair Glider. Pitch: "Untangles tough to brush hair for that salon smooth look." Comments: I like Telebrands' version of this concept better. [a]
    
5. Herschel Walker 360X. Pitch: "New workout that will give you results Herschel Walker style." Marketer: Allstar. Comments: This came and went quickly. The site is already down. But I remember thinking this push-up mat designed with Herschel's brand of fitness in mind had a decent shot.
    
6. Jewel Spool. Pitch: "The retractable [clasp] that lets you slip any chain over your head." Marketer: Allstar. Comments: IdeaVillage's Clever Clasp, a magnetic version of this idea, had a nice run in 2007. This is a bulkier solution, and it appears it didn't get off the ground.
    
7. Kollar Guard. Pitch: "Knock out ring-around-the-collar for good." Comments: Pretty sure Wisk solved this problem in the 1970s. By the way, I have a great idea for a product: A device that allows you to create facsimiles of documents and send them over the phone. Pretty cool, huh? [a]
    
8. Magic Mesh. Pitch: "The new type of screen door that opens easily and then magically closes itself behind you." Marketer: Allstar. Producer: Producers Direct. Comments: Should do well in season, but seasonal items are always hard to manage. [a]
    
9. Press X-Press. Pitch: "The amazing ironing pad that holds clothes tight so you can iron right in half the time." Marketer: Allstar. Producer: Opfer Communications. Comments: Neat item with some pretty cool demos, but the site is already down. [a]
    
10. Rest-n-Roll. Pitch: "The world's most convenient store and go solution." Comments: Amateur hour, and ultimately way too expensive for DRTV. Prediction: Bomb. On the other hand, their inventors' page does claim they are the "leader in DRTV markting and sales," so maybe I should reconsider? [a]
     
11. Restorz It. Pitch: "The amazing once-a-year car treatment that restores, polishes and protects the finish on any car." Starring: Joe Fowler. Marketer: Simoniz USA. Comments: Joe needs to take a breath once in a while! Otherwise, I have no comment. Pretty standard fare for this category, and it seems these campaigns are more about brand support. [a]
     
12. Roto-Peel. Pitch: "The three-in-one peeler ... [that] peels, slice and juliennes." Starring: Steve Harkey. Marketer: Miracle Blade/Sylmark. Producer: Dynamic TV Marketing. Comments: Interesting product, but I think it falls into the "Swiss Army Knife" trap. [a]
     
13. Shoo Bug. Pitch: "Tag on. Bug off!" Comments: Cool product that's definitely different. I also like the playground testimonials. However, it takes almost a minute to understand the product and establish its credibility -- not good when America has been trained to have 30-second attention spans. [a]
     
14. Silver Sonic Micro. Pitch: "Smaller than the latest cell phone technology." Marketer: Bell & Howell/Emson. Comments: Unlikely to sell well direct, but makes sense to support the brand at retail. [a]
     
15. Slim Seat. Pitch: "Sit on your butt and get rid of your gut." Starring: Jaime Brenkus. Comments: I like this one because I think it taps into the same idea that fueled Fitness Quest's Ab Lounge. Call it "lazy fitness," which is the dream for most DRTV buyers. [a]