SciMark Report

Scimark

An exclusive monthly snapshot of product and campaign reviews from the SciMark Report, only for readers of Response.

MagicBax

MagicBax

Description: Earring backings
Main Pitch: “Instantly lift and support any earrings”
Main Offer: $19.99-$29.99 for a pair
Bonus: Second pair and storage case (free)
Marketer: Allstar Products Group
Rating: 5 out of 5

This has been a rollout for a while, but I’m just getting around to writing about it. What’s surprising to me about this success is that the item overcame a challenge that’s usually a sales killer: low perceived value. These are just earring backings, after all, yet women are paying as much as $29.99 for them. Contrast that with a similar product Allstar tested a few months after this one. This earring backing was called Clever Catch, and it promised women they would “never lose another earring.” You would think given the cost and sentimental value of many earrings, women would be interested in a cost-effective way to keep from losing them. You would be wrong. The second project did not roll out. It seems female consumers are more willing to spend money to solve a cosmetic problem than to insure against a financial one.

Fuller Full Crystal

Fuller Full Crystal

Description: A window cleaning solution
Main Pitch: “Clean all your windows in minutes, not days”
Main Offer: $19.99 for a bottle, lid, and bag of crystal powder
Bonus: Second set (just pay a separate fee)
Marketer: SAS Group
Rating: 4 out of 5

As I’ve mentioned before, I’d give five stars to every hit that appears on the charts — if I was smart. At press time, this campaign was No. 10 on the DRMetrix Weekly Top 40. That’s pretty convincing evidence it’s five-star material. Moreover, Jon “the Fuller Brush man” Florell does a first-rate job pitching the product, and the Hutton-Miller demos and overall creative are amazing. What gives me pause is the category history. I’ve never seen an exterior window cleaning solution generate much consumer interest, and many innovative products have been tried. It seems this isn’t a high-priority problem for most people. As I write, though, it’s the perfect time of year to make this pitch. A series of late spring storms in the Northeast has left everyone with messy yards, full gutters, and — more to the point — dirty windows and screens. Perhaps that’s why this campaign is doing well. We’ll have to see what happens once spring cleanup is over.

Atomic Bulletproof Pad

Fast Fail

Atomic Bullet Shield

Description: A bulletproof pad
Main Pitch: “Flexible, super-slim … designed to fit practically anywhere”
Main Offer: $99.99 for one
Bonus: None
Marketer: BulbHead
Rating: 1 out of 5

TELEBrands/BulbHead had put the “Atomic” name on a whopping 31 products at press time. Many of those items made sense as consumer products but had nothing to do with anything that could be remotely called “tactical.” This curious product is the opposite. It makes a lot of sense as a tactical item but seemingly no sense for consumers — until you get to this line in the commercial: “Now you can make your child or grandchild’s backpack bulletproof.” That’s when the disturbing strategy behind this project becomes clear.

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.
© Copyright 2018 SciMark Corp. These reviews represent the opinions of the author. Any inaccuracies are unintentional. To report an inaccuracy or provide other feedback, E-mail: [email protected]. The SciMark Report is also a blog at scimark.blogspot.com. SciMark Corp. is a firm that specializes in short-form DRTV advertising. For more information and a full description of the S7 scoring system, visit www.scimark.com.
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