New This Week: Pedi-Paws, Garlic Pro, Total 2-in-1 Dryer Cloths and more

I picked up five new items this week, all from major industry players. It seems the media environment, which has opened up nicely, is encouraging the big guys to take their shots.

1. PEDI-PAWS ($19.99) is a tool for filing down a pet's nails. It features a buffing wheel with a protective guard. The pitch: It's the "fast, easy and painless way to give your pet a perfect pedicure in just minutes." The bonus is Ontel's Shed Ender, the de-shedding comb for dogs and cats. This is a Telebrands product and a Blue Moon Studios commercial. www.PediPaws.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good/Excellent**
Comments: When it comes to the pet category, no one does it better than Blue Moon. This is another example of their excellent work. As for the product, even though it's second to market behind Peticure, I think it will do well. It might even eclipse the competition. The reason? It's marketed by a master of DRTV, and it corrects a major flaw with its predecessor: the price. At $10 cheaper, this product is correctly priced for the DRTV market.

2. GARLIC PRO ($14.95) is a kitchen gadget for dicing garlic. The main claim: It's "the first no-touch garlic dicer ever." That's because you drop garlic into the container and twist the lid, activating the stainless steel blades inside. It also dices hot peppers, nuts, candy, etc. The offer includes EZ-Peel, a tube that you roll to peel garlic. The bonus is a second set of both items free, just pay processing and handling. This is an Allstar Marketing product pitched by Cathy Mitchell. www.BuyGarlicPro.com

Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: This product reminds me of a Smart Inventions item called the Twist Chopper. But unlike that earlier item, this product is limited in its usefulness. You have to be a heavy user of garlic to truly appreciate it. The other uses (nuts, candy) come too late in the commercial to broaden the appeal.

3. TOTAL 2-IN-1 DRYER CLOTHS ($19.99) are fragrant dryer sheets that eliminate static cling and soften fabrics. The pitch: "Combines the benefits of liquid fabric softener and dryer sheets into one convenient cloth." The offer includes two boxes of cloths for $19.98. Then, for a penny more, you get a giant bonus box of Arm & Hammer Plus OxiClean detergent. Additional bonuses include a tub of original OxiClean and a small bottle of OxiClean Spray-A-Way instant stain remover. This is an Arm & Hammer product pitched by Anthony Sullivan, who also produced the commercial. www.WetDryerCloths.com

Product (D7) Score: 5 out of 7*
Commercial Rating: Good/Excellent**
Comments: This is a superbly executed hybrid commercial. It utilizes tried-and-true DRTV techniques while at the same time preserving the "brand feel" necessary for a household name like Arm & Hammer. Moreover, I applaud the strategy on display here. It's a brilliant move to give away large samples of related Arm & Hammer products (including products co-branded with OxiClean, a recent acquisition) because this encourages trial -- and as any marketer of consumable products will tell you, it's all about trial. All of that said, I don't think this product will do very well on DRTV. That's because it's lacking in two important areas. One, it's not unique in the marketplace. Among others, Snuggle has a similar product on retail shelves. Two, it doesn't solve a painful problem. In fact, it attempts to change user behavior by getting people to give up their favorite fabric softener. That's a tough challenge, no matter how much free stuff you're giving away.

4. TURBO 12 ($19.99) is a handheld slicer. You put a vegetable inside and squeeze the handle to force it through a row of blades. The pitch: "It's like 12 knives in one!" The offer includes two interchangeable blade sets. The bonus is the Turbo Wedge Slicer, which works the same way to cut apples and other items into wedges. Also included is a countertop organizer to hold everything. This is an SAS Group product pitched by Chef Tony. www.BuyTurbo12.com

Product (D7) Score: 4 out of 7*
Commercial Rating: OK**
Comments: I think this is one of those products that creates a problem instead of solving one -- at least for the aging DRTV market. That's because it requires hand strength and dexterity to use. I also think it's too soon to do another slicer/dicer on TV. There have been a ton of them in recent years, too many to list. Such products will always have their place on DRTV, but I think the marketplace needs a longer rest before the next one takes off.

5. NO-RUST SHIELD ($14.99) is a device that protects tools and sporting goods from rust. The main claim: "It emits a protective rust-inhibiting barrier that coats metals against the moisture that causes rust and corrosion." The offer includes three of these devices. The bonus is a 3-in-1 oil that lubricates, cleans and protects. This is a WD-40 product.
www.NoRustShield.com
Product (D7) Score: 4 out of 7*
Commercial Rating: Good**
Comments: This is an interesting and unique product ... that's hard to make work on DRTV. It's a classic dilemma: How do you take a product that just sits there and make it exciting enough and credible enough to sell on TV? The answer: In most cases, you don't. I learned this lesson the hard way after working on campaigns such as Fridge Balls. No matter how hard you try, no matter how cool your special effects, products that don't have visually exciting demonstrations are a tough sell on DRTV. This product is further handicapped by the fact that it doesn't solve an everyday problem for the mass market. The spot rightfully focuses on guns and fishing lures because few people are going to be worried about rust on their tools and silverware. Unfortunately, that focus also narrows the market for this product considerably.

Sources: “New Spots for Week Ending 7/11/08,” IMS (1,
5); "Vol. XVII, No. 37-B for 7/11/08,” Jordan Whitney
(2-4)

* See my July 24, 2007 post for a complete explanation of the D7 product score.
** See my October 22, 2007 post for a complete explanation of my commercial rating system.

Should DRTV marketers “go green”?

In conference rooms across the country, marketers are talking about “going green" – that is, launching earth-friendly products or adding a “green twist” to their existing product lines. Even in the DRTV industry, where product success must be immediate and measurable, going green is the hot topic. With this in mind, I offer the following information from two recent BrandWeek articles.

The first tidbit comes from an interview with Len Sauers, vice president of sustainability for Procter & Gamble. "Consumer research has shown that there is a very small niche of consumers (5-10%), who are willing to accept some trade-off (e.g. higher cost, lesser performance) in order to purchase a product that claims environmental benefits,” Sauers says. “The vast majority of consumers (50-75%) feel environmental issues are important, but are not willing to accept such trade-offs.”

The second piece of information comes from Mintel International, a Chicago research firm. "About 10% of the population are Never Greens,” Jim Edwards of BrandWeek writes, quoting Mintel research. “[These people] don't buy green products, don't remember green advertising when they see it and are irritated by it even if they do.”

The Never Greens “also showed up in a survey by Shelton Group, an ad agency for BP Solar, the oil giant's renewable unit,” Edwards adds. “About 26% of Americans are hardcore skeptics, according to Suzanne Shelton, the CEO of the Knoxville, Tenn., firm.”

Shelton also reinforces Sauers’ point about the mass market and “trade-offs.” Most consumers “desire to be green goes only about as far as their desire not to be inconvenienced,” according to Shelton. When you ask people, “Given a choice between your comfort, your convenience or the environment, which do you most often choose?” 46% of people choose comfort, Shelton says.

So what we have here is a typical bell curve. At the beginning of the curve, we have one group of outliers: the 10% who are Greens. These are people who consider the environment enough of a priority to sacrifice comfort, convenience, value and/or performance. These are the people who buy products just because they’re “green.”

At the other end of the curve, we have another group of outliers: the 10% who are Never Greens. As described above, these people do not consider the environment a priority and are turned off by "green" products.

In the middle, we have the rest of America. Most consumers care about the environment, but not enough to make sacrifices. (Whether that is really caring is a value judgment I leave up to my readers.)

So how should a smart DRTV marketer, who’s perhaps considering a "green" product, interpret this information? My advice: Evaluate the product as if it didn’t have a "green" aspect.

In other words, use your normal criteria for success (or feel free to borrow mine). If the item passes, then start thinking about how to mix that "green" message into your advertising. But if it fails, walk away – because you will only be talking to 10% of the marketplace.

After all, you wouldn’t seriously consider marketing a product for the 10% of people who are Never Greens, would you?

Sources: “Mr. Clean, Meet Mr. Green,” BrandWeek, 5/20/2008
“Forget the Environment Say the 'Never Greens',” BrandWeek, 7/13/2008

Special thanks to Anne Flynn for calling my attention to the first article.

New This Week: iCan Health, LivPure and Detail Magic

Not as many new products to write about this week, but the ones I did review stood out -- especially the first two. Both are unique in the DRTV industry (for different reasons), and both are worth watching to see what develops.

1. I-CAN HEALTH (N/A) is a low-cost health insurance provider. The pitch: "Insurance choices you can actually afford." The company offers plans with guaranteed acceptance. Plans start as low as $160 per month for individuals and $270 per month for families. This is an iCan Benefit Group product pitched by Billy Mays. www.iCanBenefit.com

Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: I usually don't review commercials of this sort, but the involvement of Billy Mays caught my attention. Billy has pitched many things over the years, but health insurance is quite a departure for him. I was skeptical at first. But after speaking with Billy, I realized just how passionate he is about this campaign. At the beginning of the commercial, Billy says this is "the most important product I have ever endorsed," and he means it! With some 47 million uninsured Americans out there, it's easy to understand why he's so dedicated to this cause. If the insurance options are really as inexpensive and comprehensive as the commercial promises, I wish him and iCan the best of luck.

2. LIV PURE ($19.99) is a water bottle with a built-in filter. The pitch: "Filters tap water as you drink," so you can "save money and save the planet." It's also designed "to inhibit the growth of mold, mildew and bacteria. "Each filter is good for 500 refills.  The offer includes free replacement filters for a year. The bonus is a second one free. Then they double the replacement filters deal to two years. This is a MEDport product under the Fit & Fresh brand. www.LivePureBottle.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This is a well done commercial for an interesting product. The hottest trend in marketing these days is "green" marketing. Every major brand and company is trying to capitalize on the hype over global warming by promoting earth-friendly products and services. But the question remains: Does "green" sell? My answer: On its own, probably not. But when combined with a strong primary incentive, such as saving money, my answer changes to "quite possibly." I think a "green" message may be the push that turns prospects into buyers in these cases. So I think these guys hit the nail on the head with their "save money and save the planet" message. However, my instincts also say that the primary problem in this specific case -- money spent on bottled water -- isn't painful enough. In any case, I'll be watching this one closely to see if "Green DRTV" holds any promise!

3. DETAIL MAGIC ($19.99) is a spray for dirty and dull cars. The pitch: "The waterless way to clean, shine and restore -- plus a whole lot more -- in 10 minutes or less." The offer starts with one bottle, which is later super-sized to a 24-oz bottle. The bonuses are two MicroFiber mitts, a 4-oz bottle of anti-fog window cleaner and a 4-oz bottle of leather fragrance spray. At the end, they also offer free MicroFiber cloths for life (just pay separate processing and handling). This is a For Life Products item pitched by Joe McDonnell. www.DetailMagic.tv

Product (D7) Score: 4 out of 7*
Commercial Rating: OK**
Comments: This commercial features excellent demonstrations, including several magic demos, and a huge offer. But it also has a few weaknesses. The main one is clarity. The product does so much, it's hard to come away with one clear reason to buy. And the offer, while a great value, is also confusing. There are so many things thrown in, you feel overwhelmed and uncertain of what you're getting in the end. I had to watch the spot a few times to understand that the window cleaner is a spray, not a steam-cleaning device. My confusion arose from the fact that they use a steam iron to demonstrate the effectiveness of the spray. As for the product itself, it's competing in a crowded category loaded with "good enough" solutions from major brand names. That always makes the odds of success lower than average. Credibility is also an issue. It's hard to believe, as the commercial implies, that this can replace washing your car.

Sources: “New Spots for Week Ending 7/4/08,” IMS (3); "Vol. XVII, No. 35-B for 6/27/08,” Jordan Whitney (2)

* See my July 24, 2007 post for a complete explanation of the D7 product score.
** See my October 22, 2007 post for a complete explanation of my commercial rating system.

New This Week: Crazy Candles, Big City Slider Station, Sonic Mop and more

It's the last week of second quarter, and the flood of new DRTV products hasn't shown any sign of abating. I guess people are trying to figure out what they have, so they can decide whether to roll out in third quarter. Not a bad strategy. In fact, it makes more sense to me that waiting to test until the media environment is good. If you wait to test, you risk missing the first few weeks of the quarter, and that's the prime time for media.

1. CRAZY CANDLES ($10) are cake centerpieces that spin and open like a flower to reveal small, lit candles. They also play the birthday song. The pitch: “Makes every birthday spectacular.” The offer is buy one, get one free (just pay separate shipping). This is a Telebrands product and a Sullivan Productions commercial. www.BuyCrazyCandles.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This is a unique product with a lot of “wow factor.” Its only shortcoming is that it doesn’t solve a problem. I also question whether older people will buy it, or if it will mainly appeal to parents and kids.

2. BIG CITY SLIDER STATION ($19.99) is a pan for making “sliders” – a.k.a. mini-hamburgers. The pan has indentations for five patties and comes with a lid that presses down on the meat for faster cooking. The pitch: “The fast and easy way to cook those … restaurant mini-burgers everyone loves.” The offer includes the “slider station,” measuring spoon and recipe guide. The bonus is a handheld slicer called the Quick Prep Slicer. This is a Merchant Media product pitched by Billy Mays, who also contributed a “Billy burger” recipe to the guide. www.BigCitySlider.com

Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: These types of products certainly don’t solve a problem, but sometimes they tap into a trend and take off. The one that springs to mind: Telebrands’ “Great American Steakhouse Onion Machine,” a “blooming onion” maker that was No. 14 on the Jordan Whitney top 50 hits of 1998. Just like the commercial says, sliders are a popular restaurant item at several chains across the United States, so maybe this is the next Onion Machine. Having Billy Mays in the spot certainly helps!

3. SONIC MOP ($19.99) is a microfiber mop that vibrates. The pitch: It “blasts the dirt off your floors” because it “combines sonic power with microfiber technology.” It also has a built-in light for dark places. The offer includes the mop and three microfiber pads. The bonus is a bendable duster called the Flexi-Duster. This is an IdeaVillage product pitched by Anthony Sullivan. www.GetSonicMop.com

Product (D7) Score: 5 out of 7*
Commercial Rating: Good/Excellent**
Comments: I always thought this product was an interesting extension of the “sonic” idea. (Full disclosure: I worked on this campaign.) First there were sonic toothbrushes. Then there were sonic cleaning brushes. Now there’s a sonic cleaning mop. The question is whether consumers will believe a mop can function like a sonic toothbrush. The latter has a small brush and is for small areas; the former has a large pad and is for large areas. I’m not sure the believability carries through. I also think that most people are happy with their Swiffer products and will be reluctant to try something new.

4. LIGHT NOW ($19.99) is a cordless table lamp. It has 16 LED bulbs and a flexible neck. The pitch: “Goes anywhere and everywhere” to offer “light without the messy wires.” The offer includes two extension rods that turn it into a floor lamp. The bonus is the OWL, a wallet light and magnifier that looks like a credit card. This is a Telebrands product. www.LightNow.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: To use one of my favorite expressions: I think this item may be a ‘solution in search of a problem.’ Corded lamps are a good enough solution to the lighting problem, and they also come in enough different styles and shapes to satisfy anyone’s taste. Further, the LED light category is also crowded with products, further reducing the odds that this item will take off.

5. MICRO SMORES ($19.95) is a device for making S’mores (the chocolate and marshmallow treat) in the microwave. The pitch: “Enjoy S’mores any time without a campfire or open flame.” The offer includes the cooker and a recipe book. The bonus is a book of 12 holiday recipes and $20 worth of coupons to use on the Web site. www.MicroSmores.com

Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This is another fun item that doesn’t solve a problem and probably won’t appeal to older people. It also won’t appeal to the health conscious, which further limits the market. So it’s a long shot, but it could do well in other channels.

Sources: “New Spots for Week Ending 6/27/08,” IMS (4-5); "Vol. XVII, No. 35-B for 6/27/08,” Jordan Whitney (1,3)

* See my July 24, 2007 post for a complete explanation of the D7 product score.
** See my October 22, 2007 post for a complete explanation of my commercial rating system.

New This Week: Debbie Meyer Bread Bags, Monkey Hook, Ab Ray, Magic Sliders and more

Suddenly, there are items everywhere! Better yet, one of those items got a perfect score this week. So much for the summer doldrums …

Before I get into all the items for this week, though, I have to mention an item that I didn’t bother to blog about but that deserves mention. It’s Liqui-Sew, the popular HSN item, which is now taking a shot on DRTV. I mention it because a stronger competitor, Media Enterprises’ Mighty Mendit, hasn’t hit the charts yet. I’ll be keeping an eye on both.

1. DEBBIE MEYER BREAD BAGS ($9.99) are bags for keeping bread and pastries fresher longer. The main claim: The bags are infused with an “all-natural freshness agent” that “actively inhibits the development of mold and bacteria.” The offer includes 10 bags that are reusable up to 10 times each. The bonus is double the offer free. This is an Allstar Marketing product. www.BuyBreadBags.com

Product (D7) Score: 7 out of 7!*
Commercial Rating: Good**
Comments: Debbie Meyer Green Bags are a bona-fide hit, so it makes perfect sense to capitalize on that success by interesting a logical line extension like this one. The key word here is “logical.” Most marketers (in DRTV and in general) force the issue, slapping their successful brand name on items that aren’t a good fit. Perhaps more important is this simple truth: A bomb is a bomb, regardless of what name you put on it. People have to want the product! In this case, I think they will and Allstar will overcome the “second item slump” that has often plagued other DRTV players.

2. VACU DOME (3 pay, $19.95) is an electric kitchen gadget for keeping fruits, vegetables and bakery items fresh. You fill it with these items, snap on the clear dome and press a button to create a vacuum. The pitch: “The vacuum-tight seal keeps all your foods fresher longer.” The bonus is 50 food-saver bags in small, medium and large. Runs on an AC adapter or four D batteries. No URL
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: I’ve seen an item similar to this one in catalogs, but the problem for DRTV was always the price. Over $20, the odds of success decrease dramatically. The makers of this product are hoping that putting $19.95 on the screen and using a “flex-pay” approach will overcome that barrier. I think DRTV buyers are smart enough to do the math and decide this item is too expensive to buy on impulse. Plus, when they stop to think about it, they’ll realize they can solve their problem with $10 Debbie Meyer Green Bags and Bread Bags (see above).

3. MONKEY HOOK (various) is a spring steel hook for hanging things on drywall. The pitch: “Hang a picture, mirror or wall accessory of up to 50 lbs securely and in just seconds, with no tools needed.” The offers vary from a “Trial Twin Pak” for $2.99 and a 10-hook “Room Pak” for $9.99 to a “Large Home Pak” of 100 hooks for $79.99. This bonus on the larger packs is free priority mail shipping. www.MonkeyHook.com
Product (D7) Score: 5 out of 7*
Comments: I didn’t see the commercial for this product, but I did watch an amusing video on their Web site of an actual monkey installing the product (click here to watch it now). Clever, but will it sell on DRTV? I don’t think so. For one, they are very late to market. In case you didn’t pick it up from the description, this is the Hercules Hook under a different brand name. I don’t know who came first, but AdSouth Marketing/Vertical Branding has definitely exhausted the market for this product idea. And even a cute monkey can’t beat Billy Mays!

4. AB RAY ($29.95) is a wedge-shaped exercise device. The pitch: “It's unique ‘StingRay’ design supports you throughout your workout and allows you to go beyond 180 degrees maximizing your results.” Features “10 body-sculpting moves,” including “Ab Rocker” crunches, “Rocker Pushups” and “Balance Board” exercises. The offer includes a wall chart. This bonus is a Power Pack with elastic bands. This is a Fitness Quest product. www.BuyAbRay.com

Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: I never underestimate the power of a product with “ab” in the name. Still, the price point on this item is about $10 too high for short-form DRTV, and the market being targeted is the minority of DRTV buyers. That’s why most fitness products are done as infomercials. Long-form buyers tend to skew younger and because there’s more time to sell, they aren’t as price sensitive.

5. MAGIC SLIDERS ($19.95) are furniture sliders. The pitch: “Slides everything as if it had wheels.” The offer includes four super-sized sliders and 20 smaller sliders for tables and chairs. The bonus is a 102-piece felt pad kit. This is a Worx Goup campaign. www.MagicSliders.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: When Telebrands introduced Moving Men years ago, furniture sliders were a unique idea. Not today. These days, they’re everywhere at retail. For instance, you can get a 16-piece EZ Sliders kit from Bed Bath & Beyond for $19.99.

6. GARD DOG ($19.99) is a safety alarm for children. Kids wear it on their wrist as a watch (it tells time) or on their belt. If they feel threatened, they press the alarm button. The main claim: “Emits an emergency alarm that can be heard from over 100 feet away.” There’s also a keychain remote for parents, so they can find their child if he/she wanders away. Main unit features a low-battery indicator. No bonus. This is a Harvest Group campaign. www.BuyGardDog.com
Product (D7) Score: 4 out of 7*
Commercial Rating: Good**
Comments: The first thing that popped into my mind when watching this commercial was the old adage, “prevention doesn’t sell.” True, this is an emotional, high stakes type of prevention, so maybe the adage doesn’t hold up here. But if that’s the case, the credibility of the product won’t hold up, either. Parents aren’t going to trust a $20 TV product with something as important as their children’s safety. Two other problems (at the risk of sounding like a broken record): Parents with young children are a niche within the mass market, and the majority of DRTV buyers are well beyond the age where they would have young children in the house. These factors further reduce the odds of success.

7. PEANUT JACK ($20/$2 per month) is a device for turning your regular phone into a VOIP phone. The pitch: “It’s shaped like a peanut because your calls just cost peanuts.” The offer is $20 for the unit plus $2 per month as long as you use it. It comes with call waiting, call forwarding and 411 service. The bonus is free voicemail. This is a Telebrands product and a Sullivan Productions commercial. www.PeanutJack.com (inactive URL)
Product (D7) Score: 4 out of 7*
Commercial Rating: Good**
Comments: This is a competitor to Magic Jack, a successful long-form item that seems to have failed in short form. So following it probably isn’t a great idea. As I wrote in my original review of the Magic Jack: “As a lead-gen campaign, it could work … As a pure-play DRTV campaign, it will likely fail. That’s because the DRTV buyer is older, less tech savvy and less trusting of new technologies in general.” Moreover, Magic Jack appears to be driven and supported by a massive PR effort that will be difficult, if not impossible, to replicate.

Sources: “New Spots for Week Ending 6/20/08,” IMS (2-7); "Vol. XVII, No. 34-B for 6/20/08,” Jordan Whitney (1)

* See my July 24, 2007 post for a complete explanation of the D7 product score.
** See my October 22, 2007 post for a complete explanation of my commercial rating system.