Hot Bob

Description: A hair accessory
Main Pitch: "Turns long locks into a beautiful faux bob without scissors"
Main Offer: $10 for one set (2 flexibands, 2 ponytailers)
Bonus: 2nd set (just pay P&H), style guide & storage case (free)
Marketer: Allstar
Producer: Monte-Brooks
Website: www.BuyHotBob.com
Prediction: On the fence

For what it's worth: I like this item. Not because I have any sort of "finger on the pulse" of what's in style (far from it), but because it allows women to experiment with a look that is usually permanent, temporarily. That's different and, if DR criteria apply at all to this category, different should be good.

That said, I have to wonder how viable this category really is. Looking at the track record, I still must conclude that hair is a 1 in 50 category. Just because Allstar found two hits close together (Hot Buns, Hot Huez) doesn't mean the industry won't have to go through 98 more items to find the next hit.

Skinny Steps

Description: A weight-loss system
Main Pitch: "Retrains your body to be skinny again by simply walking"
Main Offer: $10 for the 'Secret Success Formula,' 'Slim Eating Secrets,' Quick Start Chart and Talking Pedometer
Bonus: Skinny Belt (just pay a separate fee)
Marketer: Telebrands
Website: www.GetSkinnySteps.com
Prediction: Unlikely to succeed

I continue to give Telebrands credit for trying different things. If anyone has the funding and capacity to go outside of the box once in a while, it's this company, so it makes sense for them to take a few flyers every year. It's how exceptions to the rules are discovered and, in that sense, those who are paying attention are getting free "market research" on Telebrands' dime.

So what is Telebrands' research team up to here? One, they are trying to disprove the popular theory that fitness programs can't work on short-form DRTV. Two, they are testing my hypothesis that "kitchen sink" offers cause so much confusion that they kill the sale (whether they realize that or not).

As for that offer, it's a basket of failed (pedometer) or recycled (belt) DRTV items with a few ideas borrowed from the book business Telebrands is trying to build (see my review of Dump Cakes).

Incidentally, that last sentence explaining the offer was difficult for me to write in a way that was clear, which does not bode well for this project.

Go Belt

Description: A storage belt for small personal items
Main Pitch: "Hands-free security that stays in place, right around your waist"
Main Offer: $10 for one with Go Wallet
Bonus: Double the offer (just pay S&H)
Marketer: IdeaVillage
Producer: Sullivan Productions
Website: www.GetGoBelt.com
Prediction: Unlikely to succeed

This item reminds me of the SPIbelt that was tested years ago and never heard from again (but apparently does fine online and in certain sporting goods chains). I think my comments back then are still relevant and apply here:

[T]his item gets a checkmark in every category except 'problem solver.' That’s because it only solves a pressing problem for runners. But here’s the Catch 22: If you were to narrow the pitch to hit that target demographic, you wouldn’t be talking to the mass market or the older DRTV buyer any longer.

The commercial does make a noble effort to expand the uses for the item beyond outdoor fitness, but I just don't think any of those uses are particularly motivating. Moreover, the fanny pack crowd -- insomuch as they still exist -- won't believe this is roomy enough to replace their old standby.

Nite Brites

Description: Light-up slippers
Main Pitch: "Soft, cozy, warm slippers that light up with each step you take"
Main Offer: $29.95 for a pair
Bonus: Free shipping
Marketer: Ontel
Producer: As Seen on Productions
Website: www.MyNiteBrites.com
Prediction: Likely to succeed

This is a cross between Stompeez and Glow Pets. Seems like a winner to me.

As long as the public and retailers continue to have an appetite for these items, I see no reason why Ontel can't keep going, year after year. They seem to have an endless supply of good ideas. The only real threat to the business is fratricide.

Best Pot Pie

Description: A pot pie maker
Main Pitch: "Enjoy homemade pot pies as good as grandma's -- and it's faster than frozen"
Main Offer: $10 for a 2-pie tray, 2 crust cutters, recipe guide
Bonus: 2nd tray, Lift & Serve Spatula (just pay processing)
Starring: Chef Tony Notaro
Marketer: SAS Group
Website: www.BestPotPie.com
Prediction: Unlikely to succeed

I have two criteria for success in this category: Either the cookware must solve a problem (e.g. Orgreenic, Perfect Meatloaf), or the food it makes must be something you can't easily find at the store (Perfect Tortilla). I have observed that items that don't meet these criteria fail.

For example, every attempt at selling a pizza maker on TV (e.g. My Perfect Pizza, Pizzalicious, Perfect Pizza) has failed because pizza is so easy to order or pick up from the frozen food section. Pot pies are easy to find in that same section -- the commercial acknowledges as much with the line "faster than frozen" -- and are not nearly as popular as pizza.