Weekly Round-Up

1. Mighty Meatball. Starring: Marc Gill. Marketer: Spark Innovators. Producer: The Schwartz Group. Pitch: "Shape, stuff and seal four delicious meatballs at once." Comments: Stufz, the hamburger version of this idea, was a mid-year 2014 True Top Spender. Although the meatloaf version of this idea didn't work, I think it's possible the meatball version will. Made me hungry! Come to think of it, I'm surprised this wasn't tried as part of a new Stufz line. It would also make a good addition to Allstar's 'Perfect' line. [ss]
 
2. Adjust A Plug. Marketer: Allstar. Pitch: "Plug in hundreds of different size adapters without blocking another socket." Comments: An apparent 'fast fail.' The $29.95 price point may have had something to do with it. Side Socket was $14.95 and, more to the point, was likely an outlier instead of a category. [ss]
 
3. Chop N Twist. Pitch: "Easily rotate your foods as you chop them." Comments: "Easily" implies difficulty, but I don't know a single person who has difficulty rotating their food when chopping it. Talk about a contrived problem! [ss]
 
4. Cord Cruncher. Pitch: "The retractable ear bud system ... with no tangles, ever." Comments: For some reason, I have evaluated at least a half dozen solutions for tangled headphone cords in the last few years. It's a classic case of developers mistaking an annoyance for a real problem. (Or solving an "itch" not a "heart attack," if you prefer the language of the Fabulous Five.) As I've mentioned, the tech-accessory category also has a terrible track record on DRTV. [ss]
 
5. Hanger Jack Scroll. Marketer: Will It Launch. Pitch: "Provides hanging space when you need it." Comments: Although better in quality than the last few products from this marketer, this product also has no shot at success. The reason is category history: Every attempt to market an outside-of-the-closet hanging solution has failed, and there have been many over the years. [ss]
 
6. iSeeit. Pitch: "Lights up your remote control in the dark." Comments: A solution in search of a problem. [ss]
 
7. Nu Seat. Marketer: Eagle Eye. Producer: Opfer. Pitch: "Slip-on auto seat cover" covers "years of damage, dirt and grime." Comments: This is the car version of EZ Covers. That one didn't work, and it is unlikely this one will, either. That's probably because too small of a segment drives cars beat up enough for this to be a real problem. [ss]
 
8. Stay Cold. Pitch: "Keeps your drinks ice cold from the first sip to the last." Comments: I didn't realize Larry The Cable Guy had fallen on such hard times! Anyway, this is WAY out of season given the snowstorms crippling many parts of the country right now. Even in season, this won't work because it doesn't solve a real problem. Neat party trick, though. [ss]

Weekly Round-Up

1. Body Bling. Marketer: Emson. Pitch: "The hot new metallic jewelry tattoos." Comments: Third to market with a 'me too' solution. With two powerful players already dueling, this one is going nowhere fast. [ss]
 
2. Hyper Disc. Pitch: "Spins and hovers like no other." Comments: Cool toy. Great spot and demos. Anyone's guess if it will be successful. [ss]
 
3. Lava Thaw. Marketer: Telebrands. Pitch: "Defrosts meat in minutes." Comments: A 'fast fail.' (Link goes to spot.) This could also be considered an attempt at 'Old Gold' given a similar item (Miracle Thaw) was a hit in 1995. However, this is at least the third failed attempt to bring it back (see Smart Thaw). [ss]
 
4. Plusharoos. Pitch: "Soft, cuddly toys you craft, play and decorate." Comments: Another plush toy. Yay! [ss]
 
5. Rapid Roaster. Marketer: Allstar. Pitch: "Microwave roasting pan ... delivers oven-roasted results three times faster." Comments: Another 'fast fail.' (Link goes to spot.) Despite the success of Stone Wave and Potato Express, both 2013 True Top Spenders, I continue to believe the microwave is a bad DR category. [ss]
 
6. Squeeze Driver. Marketer: Arrow. Pitch: "Just squeeze to drive screws, nuts and bolts." Comments: Unsurprisingly, manual versions of powered products don't do well on DRTV -- especially when the powered product sells for about the same price. [ss]
 
7. TruTac. Marketer: Arrow. Pitch: "Home stapler ... is your ultimate home project solution." Comments: This is a classic 'better than' product, and such products do not drive direct response. [ss]
 
8. Tush Ups. Starring: Megan Gunning. Pitch: "The new shapewear that gives you a perfect derriere." Comments: This pitch has been tried several times without success. I detail the attempts in this review. Timing is everything, though, and shapewear has certainly been a good DR category. [ss]
 
9. Unframe. Marketer: Will It Launch. Pitch: "A fast and affordable way to display family pics, greeting cards and more." Comments: Unbelievably un-DR. [ss]
 
10. Xglide. Pitch: "Speed painter ... paints everything in half the time." Comments: This is a bit of a contraption, which undermines its credibility, and the category history is pretty sparse. IdeaVillage's EdgeMaster (2001-2002) was the biggest success, and even that one failed to rise again. [ss]

New Column: Field Report

I've been asked to write another column, this one for the Electronic Retailing Association (ERA). The monthly post is called "Field Report" and covers issues, challenges, questions, trends, etc. that are being discussed and debated at the top companies in our industry (since I often talk with the executives at most of them).

My inaugural column discusses the most important number in DR. What do you think it is?

Click here to read what I think.

My Cleaning Secret

Description: A cleaning solution
Main Pitch: "Makes pots, pans, ovens and more look like new"
Main Offer: $9.95 for one tub plus a double-sided cleaning pad
Bonus: Double the offer (just pay P&H)
Starring: Chef Tony Notaro
Brand: Simoniz
Marketer: Allstar
Producer: Dynamic TV Marketing
Website: www.MyCleaningSecret.com
Prediction: N/A

I originally reviewed this project back in July (see No. 14 in this massive Weekly Round-Up). It was apparently not a 'fast fail.' My comments were otherwise unfavorable.

Since then, the success of projects such as InstaGone Pro and InVinceable has changed my thinking a bit. Both broke through in the cleaning category by being different and not going after territory (carpets, counter tops. laundry) already dominated by mega-brands. This 'pots, pans and other things' pitch may just work. The involvement of Allstar is certainly a positive sign.

[Spot is also available here.]

Weekly Round-Up

1. Diamond Z4 Eternity. Marketer: Telebrands. Pitch: "The look and feel of a brilliant, expensive, genuine diamond." Comments: This is fascinating as it is a 'pro' strategy applied to jewelry. The original Diamond Z4, a different cut of CZ, was a 2012 True Top Spender. [ss]
 
2. Gentle Gel. Marketer: Norman Direct. Producer: Monte-Brooks. Pitch: "The cozy toe topper that's lined with gel on the inside to relieve and comfort achy feet." Comments: An apparent 'fast fail.' (Link goes to spot.) [ss]
 
3. No Sweat Socks. Marketer: Norman Direct. Producer: Monte-Brooks. Pitch: "The super-stretchy, completely comfortable socks that keep your feet cool and dry." Comments: Seems like this would only appeal to a segment of a segment (perhaps the same hyperhidrotics who would buy No. 4 in this Weekly Round-Up). Also, there are already socks on the market from familiar brands that promise similar benefits. [ss]
 
4. One Stop Shine. Marketer: Tristar. Pitch: "All-in-one waterless car miracle that cleans your car from roof to rim." Comments: Another apparent 'fast fail.' Until Avento's Wipe New (a 2012 and 2013 True Top Spender), I didn't think it was possible to have success in this category. But one hit does not a good DRTV category make -- as this attempt helps demonstrate. [ss]
 
5. Phone Slicker. Marketer: Will It Launch. Pitch: "Crystal clear, all-weather protection that shields your smart phone from accidental water damage." Comments: Will it launch? No. Besides the fact that it has the perceived value of a sandwich bag and is in one of the worst DR categories right now (phone accessories), the concept has already been tried without success (see IdeaVillage's Reef Case). [ss]
 
6. Power Blaster Pro. Pitch: "Turns any garden hose into a powerful, portable pressure washer." Comments: Yet another 'fast fail.' (Link goes to spot.) This 'Old Gold' item was brought back by Ontel (see Turbo Jet) earlier this year, and Telebrands took a few shots at similar items this year as well (see Mighty Blaster, Turbo Shot). [ss]