HurryCane

Description: A folding cane
Main Pitch: "If your cane can't keep itself upright, how will it keep you upright?"
Main Offer: $34.95 for one
Bonus: Wrist strap and travel bag (free)
Website: www.TheHurryCane.com
Prediction: Hit!

This is a non-traditional campaign that will likely roll out with less concern for the typical DR metrics, so a prediction isn't really fair. However, I think it's going to be a best seller for some time to come because it taps into a hot market (mobility) with a value-priced product.

Review: Flip N Easy

Description: A wet/dry mop
Main Pitch: "Removes scuff marks, soaks spills as well as cleans, dusts and dries your floors and more"
Main Offer: $19.99 for one
Bonus: Extender Bender (free)
Marketer: Infusion Brands
Website: www.BuyFlipNClean.com
Prediction: Unlikely to succeed

This appears to be a second attempt at a Saul Judah item that flippin' flopped two years ago. I see no reason why the concept would do well now -- although response has improved since then. Maybe this is hopeful thinking?

On a side note, this creative features a pet peeve of mine: Over-use of split screens. Producers usually make this mistake with quads, and I always push back. My argument is the viewer can't possibly process four (new) visuals at once, especially not in the seconds allowed. (Using a quad to reprise visuals viewers have already seen is another matter.) This particular creative compounds the problem by presenting the viewer with as many as NINE different visuals at once!

George Carlin on Advertising

This one's for all the DR writers out there. Searching for a proven phrase that sells? George Carlin covers them all in the routine above (HT: Steve Z.). E-mail readers can click here.

Warning: Explicit material. Not suitable for children, corporate settings, etc.

$9.95, $9.99 or $10?

Without further delay, below is a key finding from my first-ever DRTV Experiences survey ...

Question: "If you saw a product on TV that you wanted, which price would most motivate you to buy?"

(Click to enlarge)

The big red bar, representing 93 of 123 responses (or 75.6%), is for the answer: "For me, there is no real difference between the three." Apply the margin of error, and that means between 69% and 84% of DRTV buyers don't care if a product is $9.95, $9.99 or $10 -- at least not consciously.

Bottom line: If there really is no difference between the three price points, I'd go with $10. Besides liking the argument that $10 is easy for people to understand (it's a $10 bill), I know that extra four or five cents isn't trivial when multiplied by millions of units sold.

P.S. We also asked people why they chose their answer. Here are the representative answers for the 93 that didn't see a difference:

• "You're talking about a nickel and a penny here!"
 
• "This type of pricing is a gimmick. I prefer the straight $10 price."
 
• "If I feel the product is worth it, the price is not as important."
 
• "If I see a price such as $9.95, I usually round it to $10 anyway, so I see no real difference in these three prices."

Weekly Round-Up

1. Nailista. Pitch: "Real polish designs that wrap on with no drying time." Comments: Another failed attempt to copy the success of Salon Express.  
 
2. Palm Saddles. Pitch: "The only gloves that protect your palms and give you unrestricted use of your hands and fingers." Comments: Amateur hour. Zero shot of working on DRTV. [ss]  
 
3. Popabrella. Pitch: "Say goodbye to those missed photo and video opportunities." Comments: This product is an umbrella for a camera. Enough said! [ss]  
 
4. Prep 'N Pop. Starring: Marc Gill. Marketer: Lori Greiner. Pitch: "The safe, simple and sanitary way to peel and slice all your favorite foods -- and when you're ready to stop, you just pop." Comments: This product strikes me as a solution in search of a problem -- although I did like the creative. The "out-takes" at the end are especially fun! [ss]  
 
5. Simple Strainer. Marketer: Allstar. Producer: Concepts TV. Pitch: "The first no-mess colander." Comments: I liked this one. It had some great demos. Oh well! [ss]  
 
6. Total Posture. Pitch: "Get proper back support and instant comfort." Comments: Telebrands tested this item under the name Sit Right back in December of 2010. [ss]  
 
7. Youthful Gold. Pitch: "Experience the beauty of real 24K gold." Comments: Noteworthy because of recent industry interest in the category. [ss]