Angry Mama

Description: A microwave cleaner
Main Pitch: "The fast, easy and natural way to steam away microwave crud in just minutes"
Main Offer: $10 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Producer: The Schwartz Group
Watch the spot

There's a lot to like about this product. Above all, it's an effortless way to accomplish a chore everyone wants done but no one wants to do. Come to think of it, that's pretty much the definition of an ideal DRTV product!

The only possible negative here is that this concept was tried once before, in 2011, without success (see Micro Maid). But I never read too much into a single failure, especially when I don't know the marketer and the fail was years ago. There are many reasons projects fail besides lack of response, including timing.

S7 Analysis: This one aces the S7 as far as I'm concerned. It's even different in a quirky way, which I view as a positive. The Micro Maid was an awkward-looking contraption, and that may have contributed to its downfall.

Ever Brite

Description: A motion-activated, solar-powered light
Main Pitch: "Shines an attractive low-level light from dusk to dawn"
Main Offer: $12.99 for one
Bonus: 2nd one (just pay P&H)
Marketer: Ontel
Producer: Kerrmercials
Watch the spot

Lights are No. 2 on my updated list of bad categories (see the January issue of Response), but there have been a few noteworthy attempts. Both motion-activated lights (2013's Light Angel) and solar-powered outdoor lights (2006's Bell + Howell Solar Powered Flood Lights) have rolled out. Another motion-activated light bearing a resemblance to this one -- Mighty Light, pitched by Marc Gill -- also had a limited run at retail in 2012. So although nothing has blown up the charts, there does seem to be something to this particular sub-segment of a typically terrible category.

S7 Analysis: It's the needed criterion that always give me pause when it comes to these products. There are so many quality outdoor lighting solutions at the big-box hardware stores, this problem should have been solved long ago.

Finally Dry

Description: Incontinence underwear
Main Pitch: "Fast, discreet and modern way to deal with an old-fashioned problem"
Main Offer: $19.95 for three pairs
Bonus: Three additional pairs (just pay P&H)
Marketer: Tristar
Watch the spot

In my consumer research, I'm surprised at how often market size is the clear reason for a product's under-performance. The rule of thumb for DRTV is at least one per household. Products that don't hit that bar, like this one, face long odds. The question always becomes whether or not the niche is large enough to sustain a campaign, and guessing that can be tricky. Even a market of millions may not include enough DR-responsive people to get things rolling.

S7 Analysis: The above is about the targeted criterion, but another S7 fail here is with regard to the category. I wouldn't say it's crowded, but the second part of the criterion states categories should not be "dominated by big brands with big ad budgets and a few decades of consumer loyalty behind them." In this case, Depend is the dominant brand, and they are currently promoting briefs.

Hot Hands

Description: Silicone gloves
Main Pitch: "Tough enough to handle all the hot stuff"
Main Offer: $10 for one pair
Bonus: 2nd pair (just pay P&H), Lovin' Oven thermometer (free)
Starring: Marc Gill
Marketer: Ontel
Watch the spot

The reason to believe this could be a hit is the Old Gold (and evergreen) product Ove Glove from Joseph Enterprises, which continues to sell at retail. Here's the problem, though: No attempt to replicate its success has worked. This marketer tried with Tuff Glove in the fall of 2014, and Anthony Sullivan tried with Grill Glove (a product that resembles this one) in 2010.

S7 Analysis: I suspect the issue here is that a heat-resistant glove is no longer different enough to get people off the couch. Ove Glove has brand equity and, of course, no longer produces a CPO.

Weekly Round-Up

1. Freedom Coins. Marketer: Tristar. Pitch: "Four artistically crafted coins pay tribute to the Army, Navy, Air Force and Marines." Comments: Hey! What about the Coast Guard? Actually, that's the bonus coin along with the National Guard. In any case, this has all the right elements for this type of DR project. It's patriotic and collectible, and painted coins have been successful for this marketer in the past (see Obama Coins). Beyond that, I have no experience or criteria that would allow me to guess if this will work on DRTV. [ss]
 
2. Blaze Bricks. Marketer: Telebrands. Pitch: "The first construction blocks that light up." Comments: Actually, Laser Pegs was the first, and it's everywhere. Another "drafting" strategy? [ss]
 
3. Genie Breeze. Marketer: Tristar. Pitch: "Helps keep you dry at the gym, lifted and supported all day and comfortable and confident at night." Comments: This is an alternate version of Cool Bra, which this marketer tested in the fall of last year. [ss]
 
4. Scoop TV. Marketer: Telebrands. Pitch: "Lets you watch all your favorite broadcast network shows for free." Comments: This is one of two free TV gadgets from Telebrands this week, and it joins several other products trying to mimic the success of Tristar's Clear TV, a 2014 True Top Spender. The others recently tested were Free TV Key (also by Tristar) and InvenTel's HD Free TV. [ss]
 
5. Slim Trexx. Marketer: Telebrands. Pitch: "Transforms walking into a full-body workout." Comments: This is a second attempt to sell a concept Edison Nation originally tried in the spring of 2013 (see Cardio Poles). I still like the concept, Eric. I like it even better at $10 cheaper. But this one may need a long form to break through. [ss]
 
6. TV Freeway. Marketer: Telebrands. Pitch: "Get free access to news, sports, and all of your favorite shows in crystal-clear high definition." Comments: This is the other free TV gadget Telebrands is testing. The amount of activity in this category exceeds "duel" status. It's more like a cluster! [ss]