DRTV Pop Quiz!

It will probably be Monday morning when you get this, so I apologize in advance. Maybe wait until you've had another cup of coffee and are settled, then tackle this? I'll wait ...

OK, here we go. Do you know everything a DR professional should know? Are you sure? To find out, see how you do on the short pop quiz below:

1. What do you call the part of a DRTV commercial where a more expensive product is contrasted with your product?
 
2. Based on DRTV history, what's the maximum amount TV buyers will spend on impulse (aka the maximum main offer price point)?
 
3. Name three costs that must be subtracted from revenue when calculating a break-even CPO.

How did you do? No shame if you don't feel like you aced it. In fact, based on my recent experiences and the response to a blog post I wrote for ERA a while back, many people in the business have gaps in their knowledge. (In the article, I explain why this is completely understandable.)

Anyway, the point of this post is not to start your week by making you feel inferior (or superior). It's to let you know that I am giving a pre-conference workshop at the 2015 ERA D2C Convention called, "What Every DRTV Professional Should Know." The seminar will take place Monday, October 5 between 1 and 5 pm, and it will cover the answers to questions like those above. For more information and to register, visit the landing page for the workshop. Registering online saves you $100, so don't delay! Click here to register today! (See what I did there?)

Speaking of answers, here are the answers to the quiz above:

• The part of a DRTV commercial where a more expensive product is contrasted with the hero product is called a "value comparison."
 
• The maximum amount TV buyers will spend on impulse is $19.99. There have certainly been exceptions, but history has shown that going above that price typically turns an impulse buy into a considered purchase (more on those terms at the workshop).
 
• Finally, any of the following would be acceptable answers to the question of what costs should be subtracted from revenue to arrive at a break-even CPO: the cost of goods sold, telemarketing costs, Website transaction costs, fulfillment and warehousing, shipping, customer service, chargebacks, declines, returns, credit-card processing fees and royalties/commissions.

So how did you really do? Don't worry: I'll be posting more pop quizzes in the weeks to come.

Sonic Groom

Description: A grooming tool for men
Main Pitch: "The world's first trimmer to combine sonic power with MicroTouch technology"
Main Offer: $39.99 for one
Bonus: Grooming kit (free)
Brand: MicroTouch
Marketer: IdeaVillage
Watch the spot

This is the male version of Yes! by Finishing Touch except "sensa-light technology" has been replaced with "sonic power." Since both products are really just trimmers with fancy lights (one pink and one blue), I suppose any explanation for how it works is possible. But why stray from the association with No! No! and the possibility of again drafting off their impressions?

My guess is that while "great for men" is part of the No! No! pitch, the product is perceived to be mainly for women. Yet I can't think of any association for "sonic," so it seems to me that something would be better than nothing. Plus, the lack of association also removes the value comparison that was being used to justify the higher price.

As for the commercial, it represents a new twist on the drafting strategy in that it seeks to leverage the impressions being generated by the latest Mission Impossible movie. I guess it was inevitable that the product followers would also become creative followers when the opportunity presented itself.

S7 Analysis: IdeaVillage has clearly demonstrated, with an unprecedented string of successes, that hair-removal products meet all of the criteria for DRTV. The only possible shortcoming here is whether the commercial will be clear given this is a bit of a Swiss Army product. That didn't seem to matter in the case of MicroTouch Switchblade, a mid-year 2014 True Top Spender, but then that was a simpler product and pitch (i.e. there was no blue light or sonic technology to explain).

Shake N Peel

Description: An egg peeler
Main Pitch: "Peel eggs in seconds -- quick and easy"
Main Offer: $10 for one with recipe guide
Bonus: 2nd one and guide (just pay P&H), Super Slicer (free)
Marketer: Ontel
Watch the spot

Not a very credible pitch, and the timing is wrong, too. Eggstractor, a product with a much cooler demo, is still on TV and on the shelf.

S7 Analysis: Using the hindsight of a hit that's currently on the air, I conclude this one meets all of the criteria. If only the opportunity weren't already taken.

Good Vibes

Description: A vibrating compression sleeve
Main Pitch: "Combines compression and vibration to help relive pain in stiff, aching joints"
Main Offer: $29.99 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Watch the spot

This is another example of our industry's inability to ignore the Siren's call. However, this variation starts with a hit, which makes the call even more alluring. Marketers then try every possible variation of that hit to see if there's more room in the market. Sometimes there is, most times there is not. In this case, the project is chasing the success of compression garments and BeActive at the same time. At least it's not infused with copper!

S7 Analysis: Once again, the shortcoming here is with the crowded criterion. What's interesting is that in our business, one is often a crowd. Entering when there is already three (as with compression garments) just seems insane.

Weekly Round-Up

1. Zap! Pitch: "It's a remodel in every bottle." Comments: Old brand, new creative -- and I like it! This is how you do humor in DR. Not saying it will get a CPO, but the execution is excellent. I laughed out loud. Good slogan, too! [ss]
 
2. Bookades. Pitch: "Reduce glare and brightness to finally make outdoor book reading easy on the eyes." Comments: This takes one use for HD Vision Readers (a mediocre line extension as it was) and tries to build an entire sales pitch around it. For a product with a low-perceived value. That's seasonal. Yeesh. [ss]
 
3. Bunchems. Marketer: Spin Master. Producer: Hutton-Miller. Pitch: "The shapeable bits that stick and stay then pull away for endless play." Comments: A classic marketer/producer pairing with great DRTV history behind it (see Pixos, Bendaroos) and a place on the shelf already. [ss]
 
4. Easy Reach Loofah. Pitch: "The all-in-one, full body wash cloth." Comments: Other solutions to this problem haven't fared well (see Nu Spa, Body Snake). The only success to date was Spin Spa, a 2006-2007 IdeaVillage hit that was motorized and had additional uses. [ss]
 
5. Red Ring. Marketer: Telebrands. Pitch: "Securely and comfortably hold your phone in any position." Comments: A variation of Wedding Ring. I like the creative and approach much better but still dislike the item and category. [ss]
 
6. Tray N Play. Pitch: "The foldable fun table." Comments: Ever wish you had an airplane tray table in the back of your car? Me neither ... OK, I get the thinking behind the product, but I find it to be too utilitarian for kid DR. That is, it's a good pitch for parents but has none of the necessary elements (play value, pester power) for appealing to kids. [ss]