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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.
Main Offer: $19.99 for a pair
Bonus: Free shipping
Starring: Nick Bolton
Marketer: Emson Inc.
Website: www.Try TacGlasses.com
ATOMIC BEAM BATTLE
Main Offer: $19.99 w/case, free shipping
Bonus: Double the offer (just pay a separate fee)
Starring: Hunter Ellis
HD VISION SPECIAL OPS
Main Offer: $19.99 for a pair
Bonus: Night Ops (free)
Starring: Kris “Tanto” Paronto
Marketer: Ideavillage Products
Demand for Tactical Products Goes Beyond Lighting,
Igniting a New Brand-Extension Triple Duel
BY JORDAN PINE
About a decade ago, détente defined the DRTV
industry. There was an unspoken policy that if a
player discovered a hit, none of its major rivals
would stoop to the behavior that had once produced the deplorable “knockoff.” During this honorable age, I often witnessed rivals helping each
other achieve maximum retail distribution.
Then, the industry changed. If I recall correct-
ly, it began with a sibling rivalry and spun out from
there. Around 2012, two-way competitions (a.k.a.,
“duels”) began to spring up again. This quickly
accelerated past three-way battles to the four-way
melee and beyond. In 2017, the year that “DRTV
brand” stopped being an oxymoron (Response,
December), we witnessed brand-extension duels
by up to three players that produced as many as
10 competing products at the same time.
Such is the case with tactical products —
now with a twist. What started out as a line of
lighting gadgets has grown well beyond that
category. The latest spinoff is tactical sunglasses.
It was Emson that first identified the opportunity,
launching TacGlasses* last May. TELEBrands
followed three months later with Sniper Vision.
An apparent false start, the project recently
relaunched under the name Battle Vision, featur-
ing a commercial even more like the TacGlasses
spot than before. In the interim, Ideavillage also
made its move, launching HD Vision Special Ops
in the hopes that a category it once had all to itself
won’t now slip from its grasp.
The result: at press time, all three brands
were in the top 20 on the DRMetrix chart – with
Emson and Ideavillage in the top five. Many are
wondering how this sort of monster competition
can possibly be sustainable. From what I understand, it can’t. That’s why I’m optimistic that at
some point sanity will reassert itself and we’ll
cycle back to “gentleman’s rules” once again.
* Editor’s note: the author is part of the team that brought
TacGlasses to market and also wrote/developed the TacGlasses