April 21, 2010

Weekly Round-Up

Another eight. I may never catch up!

  1. Aqua Pearls ($10). Multi-colored beads that absorb and release water for plants (from TELEBrands and Sullivan Productions). Pitch: "They absorb over 20 times their weight in water" and keep plants "watered for up to 30 days." www.BuyAquaPearls.com
    Prediction: Likely to succeed
    I think this product has a decent shot at becoming the next Aqua Globes because, like that earlier Allstar hit, it's decorative and functional. However, it may be too soon to re-tap that particular market, and I'm not sure people will want to replace their plant soil with these "pearls."
  2. Thin Spin ($19.99). A collapsible salad spinner (from Merchant Media and Blue Moon Studios). Pitch: "It spins, it drains, it serves and it stores." www.BuyThinSpin.com
    Prediction: Unlikely to succeed
    The success of TELEBrands' Flat Fold Colander aside, I don't think 'flat storage' is exciting enough to carry a DRTV campaign. Take that away, and this is just another salad spinner.
  3. Grill Grate (2 for $39.99). A grate that goes on top of a BBQ grill. Pitch: "Upgrade your grill." www.BuyGrillGrate.com
    Prediction: Unlikely to succeed
    The claim is that this product "simply grills food better." But such "better than" products typically do not work on DRTV. You need more to motivate people off the couch.
  4. iSpex ($14.99). A clip for eyeglasses (from Vertical Branding and Blue Moon Studios). Pitch: "The stylish new eyeglass holder that keeps your glasses from getting lost." www.GetISpex.com
    Prediction: Unlikely to succeed
    I don't think this solution is needed enough to generate the impulse to buy (an important SciMark Seven criterion). It also has a perceived value problem.
  5. Orgreenic ($19.99). A ceramic frying pan (from TELEBrands). Pitch: "A perfect replacement for all your standard non-stick cookware." www.Orgreenic.com
    Prediction: Unlikely to succeed
    This is a pure value pitch, and those rarely work. Plus, you need visual magic to sell cooking items on TV, and there isn't much to look at here.
  6. Rejuvenate Auto ($19.99). A spray that cleans and shines a car (from For Life Products). Pitch: "The world’s first 15-minute waterless wash and wax." www.RejuvenateAuto.com
    Prediction: Unlikely to succeed
    I'm not a big fan of this category on DRTV, and I see little here to differentiate the product from what's already out there. But then, this company seems to have more of a hybrid model that includes brand-building and retail considerations, so it may work for them in that regard.
  7. EZ Hanger ($9.95). A Z-shaped clothes hanger (from Shop TV). Pitch: "Makes hanging clothes fast and easy." www.BuyEZHanger.com
    Prediction: Bomb
    This one fails another key SciMark Seven criterion: It's not different enough to get people's attention.
  8. Smooth As Silk ($19.95). A silk pillowcase. Pitch: "You'll love the way your skin looks and feels." www.GetSmoothAsSilk.com
    Prediction: Bomb
    Lacking in two important areas: It's not very credible, and it's not demonstrable. Plus, this is really just another value pitch -- and it has competition.

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