Style Clips

Description: Headbands with clips
Main Pitch: "Get exciting new hairstyles with a twist of the wrist"
Main Offer: $10 for a set in black or tortoise
Bonus: 'How To' DVD (no additional shipping)
Marketer: IdeaVillage
Producer: Concepts TV
Website: www.GetStyleClips.com
Prediction: Unlikely to succeed

I have only two things to say about this one ...

One, Concepts is the hottest production company in the industry right now (see here and check out my upcoming True Top Spenders report). If you take a look at today's reviews and my other recent posts, you'll see why. Almost every DRTV company is giving them projects, and I know that's because they are efficient, experienced and a pleasure with which to work.

Two, the industry puts out about 50 hair commercials every year, and Concepts produces 49 of them! More to the point, only one of those 50 ever rolls out. This is a low-odds category that everyone chases, thinking they have found the next Bumpits.

Shape Ems

Description: Pump-up bra inserts
Main Pitch: "Let you add up to one, two, three full cup sizes instantly"
Main Offer: $19.99 for a set in nude or black
Bonus: 2nd set (just pay P&H)
Marketer: Harvest Direct
Producer: Concepts TV
Website: www.ShapeEms.com
Prediction: Unlikely to succeed

I've said it before, and I'll say it again: You can tell this industry is controlled by men. No matter the track record of the category or the viability of the item, every DRTV company has tried at least one breast enhancer and one butt enhancer in its history. (Some marketers have tried 10.) I mean, this is a Reebok Pump for a woman's chest. Enough said.

Full disclosure: I was involved in a first attempt (see #9) to market a product like this. Hey, I'm only human!

Nu Pillow

Description: A memory foam pillow case
Main Pitch: "Does for your head what those expensive mattress toppers do for your bed"
Main Offer: $19.95 for standard/queen
Bonus: 2nd one (just pay S&H)
Marketer: IdeaVillage
Producer: Kerrmercials
Website: www.NuPillow.com
Prediction: Unlikely to succeed

With certain high-ticket items, it makes sense to save money by restoring/improving them instead of replacing them. But a pillow? Only the most foolishly frugal would pay $20 to turn their old pillow into a memory foam pillow when you can buy a new memory foam pillow for $35 at Wal-Mart.

Perfect Polly

Description: A motion-activated fake parakeet
Main Pitch: "So lifelike, it's the world's perfect pet -- and it never needs feeding"
Main Offer: $14.99 for one
Bonus: $15 'As Seen on TV' card
Marketer: Telebrands
Website: www.PerfectPollyPet.com
Prediction: Unlikely to succeed

One of the 20 or so truly bizarre items Telebrands will test this year. There must be some reason they put this one up, but I can't guess what it might be.

On a separate note, this is a rare example of an item testing without a real bonus. Sometimes it works. I'm also curious to see if the gift card idea, which I have been noticing on a lot of Telebrands sites these days, turns out to be a viable bonus on its own. When it comes to offers, these guys are always innovating and leading the industry.

Grip Go

Description: A hands-free mount
Main Pitch: "Instantly grips any phone for safe driving"
Main Offer: $10 for one with dashboard mount
Bonus: 2nd one (just pay P&H)
Starring: David Jones
Marketer: Allstar
Producer: The Schwartz Group
Website: www.GetGripGo.com
Prediction: Likely to succeed

I can't remember exactly what I thought about this product when I first saw it. I remember liking the 'out the window' demo, which was faithfully reproduced in the spot. But I also recall being skeptical about a phone mount working on DRTV.

As with Snap-2-O, it was the Schwartz Group creative that settled it for me. Once again, they've taken the mundane and made it magnificent.

It's rare that I look at a spot and have nothing to say (as readers of this blog can attest), but that's exactly what happened in this case. In fact, it made for one of those uncomfortable moments only another consultant could truly appreciate. "Um, well, I don't quite know how to put this, Mr. Client. I could certainly make something up, so you'd feel like I was doing my job. But, um, I have no feedback for you. Zero. I think it's just about perfect ... Here's my invoice!"