True Top Spenders (Review Copy)

The votes are in from my survey asking if I should change the "True Top 50." (A big thank-you to everyone who participated.) The result was that 73% favored the change.

So, without further ado, here is the new True Top Spenders chart for 2012 (mid-year edition):

As described in my change proposal, this is the "peer review" copy of the chart. Here is everyone's chance to email me about ommissions and errors, and to fill in the blanks. Marketers and producers, claim your roll-outs! Critics, critique away!

About this time next week, I will publish the final chart along with marketer and producer credits. I will also name my mid-year True Top Marketer and True Top Producer. So don't be shy!

Weekly Round-Up

1. Clear Call. Marketer: Allstar. Producer: Paddock Productions. Pitch: "The new large print caller ID." Comments: Written by yours truly. [ss]  
 
2. Bathtastic. Pitch: "The kid-smart solution to a happy shampoo." Comments: This is Bye Bye Tears under a new name. [ss]
 
3. Bump Shield. Pitch: "Protects your home by holding doors shut in the event of lock bumping." Comments: As it is, fear and prevention are a tough sell on DRTV. But when you have to educate people about the problem your product solves? That's a recipe for guaranteed failure. [ss]
 
4. Cool Way. Pitch: The flat iron that "stops the high heat damage cycle." Comments: Not a good category for short-form DR. [ss]
 
5. Dr. Tom's Rapid Foot Relief. Marketer: IdeaVillage. Producer: Blue Moon Studios. Pitch: "Roll it on, and the pain is gone." Comments: A 'fast fail.' [ss]
 
6. Flea Vac. Pitch: "Turn your vacuum into a flea killing machine." Comments: Selling the invisible. A replenishment item. Not a great combination. [ss]
 
7. Foot Bliss. Pitch: "The cure for dry, cracked feet." Comments: Should do well, especially at retail, but I'd be careful with those claims. [ss]
 
8. The Kruncher. Pitch: "The easy way to work out your abs." Comments: Nothing original about this one. Besides, given what just happened with Ab Circle, I'd be afraid to succeed in this category. [ss]
 
9. Revers-A-Pals. Pitch: "The game ball is about to change ... Throw it! Reverse it!" Comments: Cute product, but let me count the ways it is destined for failure: 1) wrong demographic, 2) segment of a segment, 3) seasonal, 4) has multiple SKUs. Yes, this one's right up there with football pizza on the list of items that were most wrong for DRTV. [ss]
 
10. Shock It Clean. Starring: Professor Amos. Pitch: "The only super-concentrated, multi-purpose cleaner you will ever need." Comments: So many attmempts ... so many failures. [ss]
 
11. Side Solution. Pitch: "Finally, a pillow made for side sleepers." Comments: "Finally"? Guess they never heard of the one that's already everywhere at retail? Also, if their pillow won't get you to sleep, watching the video on their site sure will! [ss]
 
12. Win Cleaner. Pitch: "It's like laundry detergent for your PC." Comments: I like the tag line and the spokeswoman. (She looks like this annoying telemarketer we used for the Clear Call spot.) But I don't like the product. The market has been too saturated with similar solutions. [ss]

KC Railroad Pocket Watch

Description: A pocket watch
Main Pitch: "Commemorates the Old West in all its glory"
Main Offer: $19.99 for one in silver
Bonus: 2nd one in silver for $12.99
Marketer: Telebrands
Website: www.KansasCityPocketWatch.com
Prediction: N/A

When I don't understand something an experienced DRTV marketer keeps doing, I stop making predictions and start paying closer attention. Such is the case with this project, which marks the third time Telebrands has put out a product with a nostalgia pitch in the last year. The Olde Brooklyn Lantern was the first, and the Grand Victorian Watch was the second.

Actually, this watch looks exactly like the Grand Victorian. It just has a different story attached to it. Is this another internal duel?

Bunga Bed

Description: A pet bed
Main Pitch: "The comfy, cozy bed that's shaped like a shoe"
Main Offer: 2 pay of $19.95
Bonus: Name kit (just pay P&H)
Marketer: Emson
Website: www.BungaBed.com
Prediction: Unlikely to succeed

Cute spot, but Telebrands already tested a similar concept called Pet Cave back in February. I haven't heard much about it since. This version of the idea will be less appealing because you have to like the shoe design. The price tag is also high for an impulse item.

Heel Away

Description: A foot pain solution
Main Pitch: "Three layers of therapy treats even the most painful foot problems"
Main Offer: $19.99 for one in black or nude
Bonus: Treatment program, gel cell, carry bag
Website: www.HeelAway.com
Prediction: Unlikely to succeed

I see three issues with this project. One, the category hasn't been great for DRTV. The most recent attempt at a short-form orthotic, Strutz Sole Angels, wasn't big on DRTV. Two, this is a bit of a 'Swiss Army' solution in that it tries to solve several foot problems at once. That approach leads to a mushy, confused positioning statement. Third, this spot and Website are pretty heavy with claims that most likely cannot be made, which is going to slow down the campaign considerably if it does somehow manage to roll out.