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.
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.
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.
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.
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.
