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WHAT MAKES UP THE SCIMARK SEVEN?
The PRODUCT should be: ( 1) needed; ( 2) targeted; and ( 3) different.
The CATEGORY should be: ( 4) un-crowded.
The COMMERCIAL should be: ( 5) engaging; ( 6) motivating; and ( 7) clear.
In addition to archiving DRTV commercials, I also collect industry wisdom. Someday, maybe I’ll publish what I’ve gathered under the title, “The Aphorisms of DRTV.” For now, I present three wise sayings from my collection — two new, one old — using recent projects as examples.
BY JORDAN PINE
Description: An eyebrow trimmer
Main Pitch: “Hold it like a pencil, use
it like an eraser.”
Main Offer: $19.99 for one
Bonus: Free shipping on multiples
Marketer: Ideavillage Products
“When you discover a hit, run it for
all it’s worth.”
The original version of this aphorism comes from
Dick Wechsler, founder of Lockard & Wechsler
Direct. It can be found in his list of media wisdom
known as the “Rules for DRTV Success.” Here,
I modify and expand it to say something about
the new trend in DRTV brands. While still rare, these
brands are deep mines capable of producing multiple
hits across several years. Witness the seemingly endless
success of Gotham Steel/Red Copper/Copper Chef
cookware, or the currently unstoppable Tac and Atomic
lines. The Flawless beauty brand has emerged to join
them. The original facial hair remover was a monster hit,
ending 2017 at No. 3 on the True Top 50. At press time,
a second product called Flawless Legs had reached No.
8 on the DRMetrix Weekly Top 40. Now comes this brow product. Each
Flawless product is more beautifully designed than the last, and Blue
Reef Productions keeps outdoing itself with one stunningly gorgeous
commercial after another. In other words, Ideavillage is clearly on the
path of running this one for all it’s worth.
Description: A pancake pan
Main Pitch: “The fast, easy, and low-fat way to make fluffy, delicious
pancakes every day.”
Main Offer: $19.99 for one
Bonus: Waffle Bonanza
(just pay P&H)
Marketer: Emson Inc.
“Beware of chasing
Bringing back “Old Gold,”
especially with a new twist, is a smart and proven success strategy. But
sometimes you end up chasing products that just looked like gold. This one
is interesting because it has both characteristics. The original, certified gold
was Merchant Media’s Perfect Pancake in 2002. Allstar and Merchant
Media brought it back in 2013 and rolled it out again. However, the second
time they ended up in a duel with TELEBrands, which had just launched a
similar product under the Orgreenic brand (Flip Jack). The result was two
campaigns pushed for competitive reasons but that didn’t necessarily have
the strong consumer demand of the first time around. This is a common
occurrence, as it can often be hard to know how strong a “hit” really is
until the retail post mortem. I know of many examples
where the marketer in question ended up regretting
the decision to roll out. To quote a more well-known
aphorism: All that glitters is not gold.
Description: A tabletop
Main Pitch: “See every
detail up close and in just
the right light.”
Main Offer: $29.99 for
Bonus: Second one (just
pay a separate fee), lighted
“One is an outlier, three is a category.”
The outlier here is Emson’s My Foldaway Mirror, which
was on the charts in 2017 but missed the True Top 50 by
about 20 spots. Every other attempt has failed, including
Ontel’s Flawless Mirror (August 2017), TELEBrands’
My Fab Face (June 2017), and Inven Tel’s Mirror Mirror
(October 2016). I predict we’ll soon be adding this name to
the list. Broaden the category to vanity lights that can be
stuck onto existing mirrors, and the number of fails doubles.
Indeed, if not for Emson’s quasi-success, I would be declar-
ing this a “Siren” category. It definitely
hasn’t presented the three hits that
would make it worthy of serious con-
5 out of 5
3 out of 5
2 out of 5
FINISHING TOUCH FLAWLESS BROWS