The SciMark Report

Flash Cord

Description: A digital recorder
Main Pitch: "The size of a flash drive, and it doesn't need tapes or batteries"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Producer: Blue Moon Studios
Website: www.GetFlashCord.com
Prediction: Likely to succeed

Only one thing made me think twice about predicting success for this project: It's a technology item targeted toward an older demographic. Experience has taught me to be cautious in these instances, no matter how simple the product may be to use.

Other than that, I like this one a lot. It solves a problem for the right demographic for DR, and it presents an excellent value with 25 hours of audio for $19.99. The commercial also nails all of the right usage occasions, as one would expect from the producer who brought us such well-crafted hits as Listen Up and Loud 'N Clear. All in all, a solid offering with good odds of success.

Glam Twirl

Description: A hair braider
Main Pitch: "Twirl it, wrap it, snap it"
Main Offer: $19.99 for the complete kit with guide
Bonus: Storage bag, additional thread and beads
Marketer: Hampton
Website: www.GlamTwirl.com
Prediction: On the fence

This probably should have been an 'Old Gold' post, but I am not 100% sure this product is the same as Conair Quick Wrap from a decade ago. A poor copy of the commercial is on YouTube, so I leave it up to you to judge.

Considering the product on its merits, I observe that trendy items for young girls seems to have some potential these days. Witness the success of IdeaVillage's Shimmer or, more on point, Allstar's Hot Huez. Even Telebrands' Snap-On Feathers from 2011 offers some evidence of life in the category.

It's just a question of hitting the trend at the right time, and I have no real clue if colored braids happen to be peaking at the moment.

Soothing Shawl

Description: A therapeutic wrap
Main Pitch: "Enfolds you in warm, soothing comfort"
Main Offer: $19.95 for one in blue or pink
Bonus: 2nd one (just pay P&H)
Marketer: Allstar
Producer: Concepts TV
Website: www.SoothingShawl.com
Prediction: On the fence

There's a lot to like about this product -- except the category history. My own experience with a heat-therapy product (see Snap 'N Soothe) wasn't encouraging, and many others have endured a similar fate. I also feel like microwaveable wraps are common, although definitely not in this shawl design.

Otherwise, I see a lot to like here, and the product sure does look comfy. In fact, sitting here at my computer after hours of working, I could use one right now!

Detail Doctor Wheel Jelly

Description: A wheel cleaner
Main Pitch: "Your wheels can look showroom new without any scrubbing or harsh chemicals"
Main Offer: $14.99 for one bottle
Bonus: TS-90 Tire Shine (just pay shipping)
Starring: Danny "The Count" Koker
Marketer: IdeaVillage
Website: www.GetWheelJelly.com
Prediction: Unlikely to succeed

"Wheel jelly" does not sound tasty at all! I don't put much stock in names, but I have seen some evidence that a bad name can hurt sales. If so, this name is definitely a liability.

As for the product, I believe it to be ill-fated because: a) With few exceptions, car items don't do well on DRTV, b) the one major exception I can think of is helping Detail Doctor sales -- and that won't be the case with this item, and c) it is way too early to benefit from or extend this brand.

Finally, even if all of the above weren't true, this product is a bonus at best because its use is too specific. The first product transformed the look of an entire car, not just one part of it.

Weekly Round-Up

Wonder Case commercial

Wonder Case. Pitch: "The ultra-thin phone wallet." Comments: Written by yours truly. This is the first time I tried a "skit" in a DR commercial, and I think it came out pretty darn good. [ss]
App Ventures. Pitch: "Turn your iPad into a virtual playhouse." Comments: Way outside of my area of expertise, but as a parent I had a lot of questions ... This is the next frontier in DR, though, to be sure. [ss]
Dream Team Pets. Pitch: "They provide comfort and security for your children." Comments: Uncle! Enough with the plush toys and cutesy jingles! These "pets" don't even do anything interesting like light up your room. [ss]
Fruitable Creations. Pitch: "Transform affordable, everyday fruit into extraordinary, edible creations." Comments: I always thought it was a good idea to do an at-home version of Edible Arrangements. However, this one is late to market as IdeaVillage's Pop Chef already has a considerable head start. As for the commercial, the forced rhymes and bad puns got old quickly. [ss]
Hang-A-Bunch. Pitch: "The 6-in-1 hanger that helps reclaim your closet in seconds." Comments: It's only been about three years since Hampton's Wonder Hanger was on the charts, and this solution isn't nearly as exciting. [ss]
No Slip Mat. Starring: Beau Rials. Marketer: Versatraction. Pitch: "Stop slippin' and start grippin'." Comments: Aqua Rug surprised me and demonstrated that many of the features of this product resonate with DRTV buyers. But there are just so many options at retail. Perhaps these guys have a different model in mind? I do like the approach the creative team used in the opening. Very attention-getting. [ss]
Rolli Hose. Marketer: Tristar. Pitch: "Just turn the water on and this flexible, flat garden hose instantly expands." Comments: An apparent 'fast fail.' A version of the spot is still here. [ss]
Shave Bullet. Marketer: Spark Innovators. Pitch: "The quick and easy way to shave your face any place." Comments: I can't see anyone using this product. There are much better travel shavers out there. [ss]
Sink Shark. Pitch: "The quickest, easiest way to unclog your bathroom drains." Comments: This item reminds me of Ontel's Turbo Snake. Tough category, though. And interestingly, the larger offer actually serves to decrease the perceived value. [ss]
Sippy RX. Pitch: "Lets you give your child the medicine they need while they sip the drink they love." Comments: Great product! But a narrow market outside of the normal bull's-eye for DRTV. Still, I have seen evidence that products targeting this demo can work (e.g. Gyro Bowl). [ss]
Squatty Potty. Pitch: "Healthy colon, happy life" (seriously). Comments: A bizarre choice for our medium. I'm going to have to go with my "s**t solutions don't sell" theory here. I think it applies even if you make your commercial super-serious and boring to downplay the topic (which of course is the opposite of what we try to do in DR). [ss]
Stem Friends. Pitch: "The bendable buddy that's a flower, too." Comments: More cutesy jingles and plush insanity. I can't even finish watching these spots anymore. I think editing the Barney show would be less painful. [ss]
Thunder Leash. Marketer: Makers of ThunderShirt. Pitch: "Reduces or eliminates leash pulling quickly with no extra equipment or complicated harnesses." Comments: This company appears to be following a different model than the traditional DR one, and I don't see why a product like this wouldn't fit nicely into their line. [ss]