Clever Scope

Description: A flexible light
Main Pitch: "Bends into any shape with two super-bright lights at each end and two super-strong magnets"
Main Offer: $14.95 for one
Bonus: 2nd one (just pay P&H)
Brand: Bell + Howell
Marketer: Emson
Producer: Kerrmercials
Watch the spot

This is a cross between Emson's iScope, a 2012 True Top Spender, and a concept that failed at least twice (see Hug Light, Flex Light Pro). I can state with confidence that combining two flops never produces one hit, and also that combining two hits doesn't necessarily product another hit. But combining a hit and a flop? Hard to predict how that will turn out.

S7 Analysis: The above-mentioned history suggests a bendable task light isn't needed. Watch this spot (or any of the previous ones) and that becomes clear. The demos quickly feel contrived. To be frank, I always thought the iScope demos felt contrived as well. If this one succeeds, it will be a triumph of uniqueness over true problem solving.

Sweat Belt

Description: An adjustable waist belt
Main Pitch: "The quick, easy way to trim inches off your waist and lose weight fast"
Main Offer: $14.99 for one
Bonus: 2nd one (just pay P&H)
Marketer: Ontel
Watch the spot

This is a third attempt to find success with this concept. Tristar took the first two cracks with Hot Belt in the spring of last year and Hot Shaper in the summer. I'm still not convinced that the "gross factor" is a surmountable obstacle, and the way this is supposed to work is not very credible.

S7 Analysis: Purely from an S7 perspective, this product idea has promise. Quick and easy weight-loss solutions are always needed, and this approach is certainly different. I see no real shortcomings as far as the basics are concerned. What skews the odds for this one is that in DR the third time is seldom the charm.

Doggy Bonanza Express

Description: A monthly delivery box for dogs
Main Pitch: "Up to 5 hand-picked surprises each month"
Main Offer: $19.99 per month
Bonus: Free shipping
Marketer: Tristar
Watch the spot

Tristar continues to try innovative new things (see Was on TV). 'Box' subscriptions are a growing trend, and it makes a lot of sense to apply DR marketing techniques to the business model. With no clear retail play, though, this one is definitely outside of the box. (Get it?)

S7 Analysis: This is a hard one to assess using the standard criteria. For instance, while the products included in the box aren't different, the idea of getting them as a monthly surprise is very different.

Weekly Round-Up

1. Rust-Oleum ReColor by Wipe New. Starring: Beau Rials. Pitch: "A factory finish in minutes without ever repainting." Comments: I've always been a fan of Beau's work, and he delivers here again with a solid commercial chock-full of compelling demos. My problems with the project are product and brand related. Specifically, the product seems like nothing we haven't already seen from this marketer, and it has one too many brand names. I'm not a big fan of umbrella brands to begin with, but two umbrella brands is a recipe for confusion ... and brand confusion is a word-of-mouth killer. [ss]
 
2. Miracle Plate. Pitch: "Keeps meals hot and fresh up to 30 minutes longer." Comments: This product addresses an occasional problem (at best) that is easily solved by reheating in the microwave. [ss]
 
3. Raptor Wrap. Pitch: "Insanely strong fiber glass repair wrap." Comments: This is a second attempt to make the Fiber Fix concept work in short form. If Lori Greiner, the "shark" who originally sold it out on QVC, Beau Rials and the Allstar-Bluewater team couldn't make it work ... [ss]
 
4. Wall Dazzle. Marketer: SAS Group. Pitch: "The incredible peel and stick chalkboard." Comments: This pitch starts with a contrived problem and then takes a quick turn into arts-and-crafts territory. That's the trouble in working with products that don't meet the DRTV criteria. [ss]
 
5. ZeroMed. Marketer: Telebrands. Pitch: "Change your life through your ears ... magnetic pressure on your outer ear [helps] curb cigarette cravings." Comments: A total flyer with low credibility and high risk. Also an apparent 'fast fail.' [ss]

Breaking the Price Barrier: Is $40 the new $20?

In case you missed it, my last Field Report of 2015 can be read here.

In the report, I explore a question that may come to define 2016: Has the $20 price barrier been broken?