I have a confession to make: I've been a little lazy when it comes to evaluating DRTV commercials. Typically, I watch a spot and give it a "gut rating" on my scale, which ranges from "awful" to "excellent!" But the SciMark way demands a much more analytical approach than gut ratings (the "sci" stands for "science" after all). So going forward, I vow to use my 10-point T&T checklist and provide a more detailed analysis of the DRTV commercials I watch -- starting today.
1. SMART MOP ($14.99) is a self-wringing shammy mop. The pitch: It's "the last mop you'll ever buy" because it "picks up 20 times its own weight in liquid." The offer includes a spare mop head. The bonus is three Smart (shammy) Cloths. This is a Smart Inventions product pitched and produced by Anthony Sullivan. www.BuySmartMop.com
Product (D7) Score: 7 out of 7!*
Commercial Rating: Good**
Comments: I mentioned this 1990s infomercial hit when I wrote about Telebrands' Gorilla Mop August 8. Now the company that marketed the original Smart Mop has brought it back. Because it has been off the market for so long, I think it has a great shot at success. It also happens to meet all the D7 criteria, including the two the Gorilla Mop missed: It's priced right for short form ($19.99 instead of $29.99), and it's made of a material people understand well (thanks to guys like Vince Offer and Billy Mays). As for the commercial, it is well presented and hits most of the T&T techniques. The only question I think it leaves unanswered: Does this product function well as an everyday mop, too? Or is it just for spills/quick jobs? The commercial could also use a stronger value comparison and a satisfaction guarantee.
2. HOT POT ($19.99) is an insulated serving bowl. The pitch: "Keeps food hot for up to four hours." It also works for cold dishes. The bonus is a smaller second pot free (just pay S&H). This is a Telebrands product. www.BuyHotPot.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This product has a lot going for it. It appears to be unique, is certainly mass market and is priced right for DRTV. The only weakness I can see is in the "problem solver" category. The commercial suggests that ruining food in the microwave is a problem. I seriously doubt that. Most people know how to use a microwave by now. As for the commercial, it's well produced and uses many of the T&T techniques to sell the item. The key ones that are missing: a value comparison, a compare/contrast scene and a satisfaction guarantee.
3. LEE MAJOR'S BIONIC HEARING AID ($14.95 trial) is a rechargeable hearing aid. The pitch: "It won't cost you six million dollars, although you will think it's worth it." The offer includes four different size ear caps, an AC adapter and batteries, a storage case that also acts as the charging base, a custom cleaning brush and a protective storage pouch. This is a National Express product pitched by TV's "Bionic Man" himself. www.HearingAidTV.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: Listening assistance devices have a great track record on DRTV. Last year, one such device (IdeaVillage's Listen Up) was one of just two items to make it onto both annual charts. This particular one has several strengths: It certainly solves a problem, it has a unique rechargeable feature, and it has a great name/spokesperson. (Disclosure: I worked on the Listen Up campaign and considered Lee Majors as a spokesperson myself.) All of that said, this product does have a few weaknesses. The big one is the price: It's $149.85 if you keep it. There are less expensive hearing aid options on the market. I should also mention that, technically, hearing aids are not a mass-market item. Besides the fact they only appeal to seniors, hearing aids carry with them a certain stigma that keeps them from selling to anyone that doesn't absolutely need one. As for the commercial, it's pretty straightforward because the product is straightforward. That's fine, but there are several techniques that could have been applied here and were not -- specifically testimonials, a value comparison, a satisfaction guarantee, etc.
4. UNCLE NORMAN'S PET SPONGE ($19.99) is a soap-infused sponge for cleaning pets. Just add water. The pitch: It's "a three in one pet bath product that has shampoo, coat conditioner [and] odor inhibitor" built in. It also has "massage bumps" that are supposed to "relax your pet during the washing." The offer is for one sponge and one shammy drying cloth. The bonus is a second set free. This is an Incredible Discoveries Spongetech product. www.BuyPetSponge.com
Product (D7) Score: 5 out of 7*
Comments: This product is unique and comes with a proven item as a bonus. However, it faces several challenges. First, I should mention that although the dog-owner market is technically a niche market, it's a big niche. There are enough dedicated dog owners out there that this could work. Moreover, as I've explained before, pet products are like ab products: They start with higher-than-average odds of success. Moving on, this product doesn't solve a painful problem. By now, dog owners have an established behavior for washing their pets, and combining a few simple steps into one product isn't going to motivate them to change that behavior. Then there's the value proposition. The Web site says one sponge is good for eight baths, but it shows a small lap dog. In the consumer's mind, one sponge will probably equate to one wash, which means the perceived value of this item is $10 a pop. Not cheap. (Note: I have not seen the commercial for this product. When I do, if it changes my mind, I will post an update.)
5. SOLAR STRING LIGHTS ($19.95) are string lights that run on solar power. The pitch: "Ideal for celebrating the holidays and adding that accent you love to your home." The offer is for one string of lights. The bonus is six New Ray Easy Tap Lights free, just pay S&H. This is a Q Marketing Group product. www.GetSolarLights.com
Product (D7) Score: 4 out of 7*
Commercial Rating: OK**
Comments: This product has three weaknesses. First, it's highly seasonal. The commercial suggests year-round uses for the product, but accent lighting beyond the holidays is not a mass-market preference. Second, it doesn't solve a real problem. Sure, electricity bills go up during the holidays, but not in a painful enough way to sell this product. Third, there's a problem with the value proposition. Although it is not highlighted in the commercial, buyers get a single strand of lights. Most people will need much more than that for holiday lighting, so the cost of this could quickly add up. The knockoff of Ontel's Stick-N-Click as a bonus does not make up for that shortcoming. As for the commercial, it misses about half the T&T techniques. A big one is "answer obvious questions." The length of the strand is one question left unanswered (only revealed in mouse type), and the amount of time the lights will last (up to eight hours) is another. Both have the potential to inhibit sales.
Sources: “New Spots for Week Ending 8/22/08,” IMS (1, 4); "Vol. XVII, No. 42-B for 8/22/08,” Jordan Whitney (2-3, 5)
* 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.
