New Items: Magic Bullet, Power Shower Spa, Caulk Doctor and more

The DRTV product launches seem to be slowing down at last! After weeks of seeing more new commercials than I could write about, last week was slim pickings by comparison. In any event, here’s my report on the latest DRTV spots to air.

1. MAGIC BULLET (3 pay, $19.99) is the hit infomercial product in short-form with a new bonus offer. The base offer is still the original 17-piece set that includes four party mugs. The new bonuses are the Bullet Blender, a full- size blender container with “the same power and capacity as [a] $100 blender,” and an extractor kit that makes the Bullet Blender into the Bullet Juicer, which “works just as easily as [a] $200 juicer.” www.BuyBullet.com
D7 Score: 4 out of 7 (What's "D7"?)
Strengths: The Magic Bullet is a mass market problem solver that is fairly easy to explain and appeals to adults of all ages. It has proven itself in the marketplace and has enjoyed a long and successful run on DRTV. It truly is one of the biggest hits in industry history.
Weaknesses: The price of that success is that it’s no longer unique. So to help fix that, they’ve added some new bonuses to the original offer. The problem is that in doing so, they’ve created a credibility problem. After doing such a good job over the years of convincing people that “smaller is better” when it comes to blenders, it’s a contradiction to turn the product into something the size of a typical, bulky blender. Additionally this is also a long-form item, which means it's expensive for short-form DRTV.

2. SCUNCI SCARF BAND ($19.99) is a combination headband and scarf. You feed the scarf through the headband to get different designs. The main claim: “With the Scunci Scarf Band, anyone can get the hottest celebrity looks.” The offer includes two headbands and three scarves you can mix and match. The bonuses are a studded headband and another scarf. www.ScunciStyle.com
D7 SCORE: 3 out of 7
Strengths: This product is unique, mass market and easily explained.
Weaknesses: It doesn't solve a problem per se, it’s not priced favorably compared with other headbands, and it isn’t likely to appeal to older people -- the core demographic for DRTV. Also, the idea that scarf headbands are a celebrity trend (the theme of the commercial) lacks credibility in my opinion. However, this product makes a lot of sense as an addition to Scunci’s retail line. So if the DRTV advertising is being used in support of retail, I applaud the decision. Scunci has puts its brand on several unrelated products (e.g. clothes steamers), so it’s good to see them returning to their roots.

3. MESUNIQUE (Free Trial) is a cellulite cream. The main claim: It’s “specifically formulated to target problem areas” so “you can achieve your desired results outside the doctor’s office.” www.Mesunique.com
D7 SCORE: N/A
This DRTV product would be a big hit – if it could be rolled out. I recently reviewed the FTC’s red flags for weight loss claims, and this commercial pops at least two of them. I predict that, on the advice of counsel, the company will withdraw this commercial before it gets very far. (For more information on FTC red flags and for a good laugh, check out the Fat Foe Web site. Then, send the link to your industry friends and pretend it’s a real product you want to market. See how many fall for the trick!)

4. POWER SHOWER SPA (2 pay, $19.95) is a handheld shower head with spinning brush attachments. The main claim: “Replaces your shower head for a luxurious spa experience.” The shower head has three settings: Intense Power Spray, Sensuous Gentle Spray and AccuPressure Pulsating Spray. The base offer includes three attachments: the Silky Head (loofah), the Massaging Sponge Head and the Body Buffer (scrubbing head). The first bonus is two additional attachments: the Deep Tissue Cleansing Brush and the Dermabrasion Head, just pay S&H. The second bonus is a soap dispenser, just pay S&H. www.PowerShowerSpa.com
D7 SCORE: 4 out of 7
Strengths: This item is a credible problem solver that's fairly easy to explain for something with so many features. It also holds a lot of appeal for an aging population. We know this because this item is a knockoff of IdeaVillage’s hit DRTV product Spin Spa (which is shown and disparaged in this commercial).
Weaknesses: It’s late to the party, so its first major weakness is that it isn’t unique. Spin Spa has been on TV for years and is everywhere at retail. This is the wrong time to try to steal customers with a similar offering. It's also twice the price of Spin Spa, which is also twice the price DRTV buyers are usually willing to pay. Most important, it isn’t a mass market item. It’s a handheld shower product in a U.S. market dominated by fixed-head showers. Handheld showers are popular in Europe, but not here. (Full disclosure: As my bio says, I head up marketing for IdeaVillage and was heavily involved in the Spin Spa success story.)

5. CAULK DOCTOR ($14.99) is a kit for replacing old caulk. The main claim: “Makes it easy for anyone to remove old, worn-out caulk … and replace it perfectly in just minutes.” The offer includes a tool for removing the old caulk, a tool for applying the new caulk and a tube of special caulk that fights mold and mildew (under the DAP brand). The bonus is a (white) grout marker pen for fixing discolored grout. This is a Blue Moon commercial. www.BuyCaulkDoctor.com
D7 SCORE: 5 out of 7
Strengths: This product is a unique problem solver that could appeal to older consumers, can be easily explained and feels very credible. It will no doubt attract a certain segment of the DIY market.
Weaknesses: That segment of the DIY market isn't the mass market. I also think the plastic tools in the kit have a low perceived value, so despite the $14.99 price point it doesn’t seem to be priced right. To me, the reverse of this offer makes more sense. At retail, DAP should give away these tools in a premium package of its special caulk.

Sources: “New Spots for Week Ending 7/27/07,” IMS (1-3); "Vol. XVI, No. 40-B, 07/27/07," Jordan Whitney (4-5)

90 Days Later: Sticky Nips, Tap ‘N Glow, Slime and more

As promised, each week I am revisiting the DRTV items I covered 90 days ago. Counting backward from this week puts us in the week ending May 4 (when I was still sending out email reports instead of publishing them here). Here’s a quick recap of what I covered, what my comments were and whether any of the items appear on the latest IMS and Jordan Whitney reports …

1. STICKY NIPS (www.StickyNips.com), adhesive silicone pieces that allow women to change the shape and contour of their nipples. I predicted that it wouldn't work, and it is nowhere to be found on either list.
2. TAP 'N GLOW TRI-LITE, a cube-shaped Tap Light that has three brightness settings. I predicted it was unlikely to succeed and wrote, "This spot is a great test of a theory of mine: When a DRTV category is saturated, no matter how much better your product is, it won't sell." I argued that the product faced this challenge because most DRTV "customers have already purchased a Stick-Up Bulb, Stick 'N Click or Quik Brite. There aren't enough prospects left to sustain a CPO.” Today, it is nowhere to be found on either list.
3. MYOTRIM, a diet pill. I predicted that it wouldn't work, and it is nowhere to be found on either list.
4. PRESTO (www.PrestoNow.com), an email solution for seniors. I wrote, "Obviously, it won't perform in a pure DRTV sense, but the price and ongoing revenue opportunity is high enough that the economics should work.” Today, it isn't on either list. Beyond that, the status is unknown.
5. SLIME (www.SlimeSystem.com), a beauty cream from Telebrands. The secret ingredient is snail slime. I predicted it wouldn't work because women are highly unlikely to smear slime on their faces. Today, it is nowhere to be found on either list.
6. EXTRA HANDS (www.BuyExtraHands.com), over-size tongs for tossing salads from Incredible Discoveries. I predicted that it wouldn't work, and it is nowhere to be found on either list.

Of course, it’s easy to predict that an item won't succeed when the odds of success on DRTV are 1 in 20 at best. What I'm really waiting to see is how good I am at predicting hits!

Brand Polls Criticized At Last

Advertising Age, the publication of record for advertising executives, published a piece by Matthew Creamer July 23 that questions the worth of brand opinion polls. It's about time.

Creamer illustrates the problem with these polls by taking a closer look at a company that has topped Harris Interactive's "best brands" poll since 2000: Sony Corp. He writes: "In recent years ... [the company] has stood helpless as Apple eats its lunch in the portable-music-player category it created; as it was forced to recall 10 million defective laptop batteries; and as its next-generation video-game console [the PS3] flopped like a sumo wrestler." Yet when people are asked which brands they consider best, Sony continues to top the list because of its near-universal brand awareness.

Creamer has hit upon a deeper truth, something direct-response marketers have known for more than a century: Awareness does not equal sales. In fact, as the Sony example shows, there is often no correlation between the two.

Of course, Creamer's answer to this flawed opinion poll is a better opinion poll that measures purchase intent or brand loyalty. But that's no solution, either. Ask a focus group if they would pay $20 for your new product, and a majority will likely say yes. Ask them to open their wallets on the way out and plunk down $20 for one of your product samples, and watch that majority mysteriously evaporate. Consumers are famous for saying one thing -- and then buying another.

Perhaps someday the larger advertising world will realize what DR marketers already know: It makes little sense to measure opinions when it's really sales you're after.

New Items: Seal-Tite, MXZ Wrench, The Tornado and more

Here's my report on the latest DRTV items to air. As described in an earlier post, I am adding a D7 Score to each new item I cover. My intention is to check on items 90 days after they debut to see if my score holds up as a predictor of what will succeed.

1. SEAL-TITE ($19.95) is a tire-repair kit under the Simoniz brand. When you get a flat tire, you’re supposed to squeeze this liquid into the air valve, re-inflate the tire and start driving. The liquid rolls around and seals the leak from within. The main claim: “Get back on the road in 10 minutes” without having to use a lug wrench or spare tire. The offer includes a portable air compressor with inflation adaptors and a digital pressure gauge. The bonus is a roadside safety kit with warning triangle, flashlight and safety vest (just pay S&H). This is a Billy Mays commercial. www.BuySealTite.com
D7 Score: 6 out of 7   (What's "D7"?)
Strengths: This item is a unique, mass market product that solves a problem. It's also priced right, easy to explain and appeals to people 50+. Oh, and it has Billy Mays!
Weaknesses: The idea of using a liquid to repair a tire is lacking in believability. Also, tire gauges, air compressors and safety kits aren't very exciting.

2. MXZ POWER WRENCH ($19.95) is an adjustable wrench that firmly grips and turns different-size nuts and bolts. It also features a built-in wire cutter. The main claim: “Locks on to any nut or bolt and never slips.” The offer includes an extra-large, interchangeable jaw for pipe fittings, etc. The bonus is a pipe-cutting jaw and a carrying case. Then they also include a five–piece screwdriver set with LED flashlight and telescopic magnetized retriever attachment (just pay S&H). This is an Emson product. No URL
D7 Score: 5 out of 7
Strengths: This item is a line extension of the MXZ Pocket Saw, a 2006 DRTV hit. It's mass market and priced right. It's also easily explained, credible and could appeal to consumers 50+.
Weaknesses: Unfortunately, this new tool isn’t nearly as unique as its predecessor, and it doesn’t solve a real problem. The commercial doesn't offer a compelling reason to buy this product and use it instead of your wrench of choice.

3. DRIP-TITE ($19.95) is an expandable tray that catches drips from underneath sinks. The idea is that you’re protecting your home from mold. The main claim: “Half of all kitchens have mold even if you can’t see it or smell it.” The offer is buy one, get one free. www.DripTite.com
D7 Score: 4 out of 7
Strengths: This item is unique and mass market. It's also easily explained and credible.
Weaknesses: The problem this product solves can’t be seen, and that's a major challenge. The offer is weak as well: It's hard to sell a piece of plastic for $20 and have people think they're getting a good deal. Lastly, the idea that a plastic tray prevents mold is lacking in credibility.

4. THE TORNADO (Free Trial, Just Pay S&H)) is a device that transfers files between computers. The main claim: “The world’s only pocket-sized data transfer computer.” The offer is to try it free for 30 days, just pay $9.95 S&H. (The actual price is $49.95.) There’s no bonus, but there is a challenge/guarantee: “If you can network two PCs and transfer a file between them faster and easier, [the inventor] will pay you $100,000.” www.TryTheTornado.com
D7 Score: 4 out of 7
Strengths: This is a cool item that won an award for “best gadget.” It's unique and credible, and it appeals to the mass market in the sense that most people have computers these days. They also do a great job of explaining the item.
Weaknesses: Although I can see this selling well in the techie niche market, it is not a DRTV item. Tech items skew younger; DRTV buyers skew older. Second, it solves an infrequent problem for most people. The opening talks about buying a new computer and having to transfer the files. How often does that happen? Third, the ultimate price ($50) is too high for DRTV buyers.

5. DREAM PETS ($29.99) is a lifelike plush pet that looks like it’s sleeping – and breathing. The main claim: “So realistic you might expect them to wake up when you touch them.” There are two versions: a golden retriever puppy and an orange tabby kitten. The offer includes adoption papers as well as a collar, carrying case and brush. The bonus is a fleece bed, just pay S&H. This is a Blue Moon commercial. www.BuyDreamPets.com
D7 Score: 4 out of 7
Strengths: This item is unqiue, easy to explain and it faces no credibility issues. It is positioned as a pet for people or kids who don't want the responsibility of owning a pet. But I think it will appeal to pet owners who like cutesy pet things: the kind of people who put sweaters on their little dogs or have a collection of painted porcelain cat plates. Luckily, the DRTV audience is likely to have a higher percentage of these people than the general population, since it skews older and female.
Weaknesses: Unluckily, the 'cutesy pet' market is a niche market, so the campaign is only likely to work in a limited way. Also, the item doesn't solve a real problem and it's expensive for DRTV.

Sources: “New Spots for Week Ending 7/20/07,” IMS (1-4); "Vol. XVI, No. 39-B, 07/20/07," Jordan Whitney (5)

Playing the Odds in Marketing

Laura Ries, daughter and partner of Al Ries and my favorite blogress, has an interesting post on playing the odds in marketing. She writes that while it’s true there are no absolutes, “the laws of branding work most of the time.” Yet “people only want to look for the exceptions.”

This echoes a quote from her father that I used to have hanging on the door of my office:

“[In advertising] you can always find at least one exception to every rule. You have a choice. You can either live by the rules and accept the possibility that you might miss an opportunity because you didn’t break the rules. Or you can live a life of anarchy.”

In meetings about potential new DRTV products, I’ve taken to articulating this point in basketball terminology. I talk about “lay-ups,” “three pointers” and so on. Want to market a new $19.99 kitchen gadget on DRTV? That’s a lay-up. Convinced we can market a $50 iPod accessory on DRTV? You’re slinging the ball underhand from the half-court line, my friend.

I’ve found this language helps our team focus and prioritize, as opposed to just getting offended that I’m down on their idea. And it accurately explains the challenge we face. Whenever we’ve had dry spells with no hits on the air, it hasn’t been because we were taking shots and missing. It’s been because we were taking half-court shots and missing.