SciMark Report from June Response

My SciMark Report for June is now available on the Response Website.

Reviews include: Grand Victorian Watch [ss], X-Hose [ss] and Tan Secret [ss].

Clear Away Tray

Description: A placemat that becomes a tray
Main Pitch: "Magically turns into a sturdy tray the instant you lift it up"
Main Offer: $10 for two in red or classic linen
Bonus: 2 more (just pay a separate fee)
Marketer: Telebrands
Producer: Blue Moon Studios
Website: www.ClearAwayTray.com
Prediction: Likely to succeed

At first blush, this item isn't very interesting. The demo is pretty basic and not very magical. The product just sort of sits there. (It's always hard to pitch mundane, everyday items like mats.)

However, the creative sold me. Kudos to Blue Moon. They thought of so many nifty uses for this thing, I found myself moving from "unlikely to succeed" at the start of the spot to "on the fence" to "sold!" by the time the spot was finished.

I suspect this is just the sort of thing moms would buy, and Blue Moon has always had a knack for appealing to that market segment (I am thinking of Wonder File, No. 39 on my True Top 50 for 2011, for example).

I could very well be wrong about this one, but my gut is telling me it will work.

EZ Popcorn

Description: A microwave popcorn maker
Main Pitch: "The coolest new way to cook delicious popcorn"
Main Offer: $9.99 for one with oil and four toppings
Bonus: 2nd complete set (just pay a separate fee)
Marketer: Telebrands
Website: www.EZPopcornMaker.com
Prediction: Unlikely to succeed

This site is already down, so I won't belabor the point -- but I think microwave popcorn (in a bag) has taken over this category for good. It would be very hard, if not impossible, to one-up that kind of ease and convenience.

Wonder Charger

Description: A charger for disposable batteries
Main Pitch: "Re-energizes and recharges dead, disposable alkaline batteries up to 25 times"
Main Offer: $19.99 for one
Bonus: Battery organizer/tester (just pay P&H), 4 battery converters (free)
Marketer: Hampton Direct
Website: www.WonderCharger.com
Prediction: On the fence

This is one of those times when consumer apathy, against all logic, might undermine an otherwise promising selling proposition. Being able to recharge batteries you thought you had to throw away is a great pitch, especially for cost-conscious DR buyers. But will people actually take action? Or is it just easier to toss batteries in the trash when they're done and plug in some fresh ones you picked up at the grocery store?

I equate this to the many 'save your blade' pitches I've seen or tried myself over the years. It seems that no matter how strong of a case you make that razor blades are ridiculously expensive (they are), people don't care enough to do something about it -- at least not in sufficient numbers to sustain a campaign.

Aluma Slide

Description: A hard wallet
Main Pitch: "The revolutionary new smart wallet that keeps you organized"
Main Offer: $19.99 for one in black or red
Bonus: 2nd one (just pay a seperate fee)
Marketer: Telebrands
Producer: Sullivan Production
Website: www.AlumaSlide.com
Prediction: Unlikely to succeed

I think this is a solution in search of a problem. Is it really that hard to find the right card in your wallet?

The Telebrands' hit for which this is named, Aluma Wallet (No. 10 on my True Top 50 for 2011), has a much better pitch. It has the 'slim wallet' angle that has worked well before (e.g. with Ontel's Slim Clip). It's indestructible and waterproof. And (perhaps most important) its attractive design makes a unisex positioning plausible for the first time.

This wallet is, well, kinda dorky. I don't see many guys buying it -- let alone many women.