SciMark Report: A DRTV Weekly Roundup

Every week, product prognosticator Jordan Pine of SciMark Corp. posts his predictions for how new products will do in the marketplace.

So how does this seasoned Caesar of direct-response TV products see the latest batch of As Seen on TV contenders?

In his latest Weekly Roundup, Pine gives a thumbs up or thumbs down to five products that you may or may not see on store shelves in the coming months, depending on how they test.

The InstaGone Pro, which “instantly dissolves any stain without scrubbing,” it claims, is an item Pine voted for during a 2011 inventor event. “Glad to see it finally found a home,” he writes. “A few earlier attempts to bring it back failed, but this new formulation might just do the trick.”

“The only people who would buy this are the same people who wash and reuse aluminum foil and Ziploc bags.”

Brew Caps, which allow users to refill and reuse single-use coffee pods, don’t get such a hot review: “The only people who would buy this are the same people who wash and reuse aluminum foil and Ziploc bags (a segment of a segment to be sure). Otherwise, people will just buy Cafe Cup or one of its competitors.”

The Retract Winder gets a similarly lukewarm response, with Pine labeling it a “fast fail” that has “been tried before.”

Finally, he takes on two very pet-specific products, toward which he’s also cold. He describes the Krokodile, which makes pet pills easier to eat, as: “Weak creative, too high of a price and targets a segment of a segment (pets on medication).” The similar Kudose, meanwhile, also gets a thumbs down.

SciMark specializes in short-form direct-response television (DRTV) advertising. Its president, Jordan Pine, has tested over 500 DRTV products, many of which have become successes, including Finishing Touch/Micro Touch hair removers and HD Vision sunglasses. His recent products include the Wraptastic food wrap dispenser, the EZ Eyes keyboard, the Magic Mesh magnetic screen curtain and MyZone headphones.

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