Douglas M. Gaus
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Schticky or Sticky Situation?

1/31/2012

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Infomercial King Telebrands, under A.J. Khubhani, has a new product filling cable 2-minute spots called the Sticky Buddy.  With the help of surviving Pitchmen Anthony Sullivan, the ad trudges through all the uses for a sticky but cleanable lint type roller/retriever.  Like most Sullivan pitches, he keeps the ghost of Billy Mays alive with the "As Seen On TV" unique pitch-rhyming intact, with feature packed phrases like "...the super sticky lint roller that has the power of glue without the goo!"

And with almost all Telebrands products, this is a low manufacture cost item.  They deliver products to the masses that are the least expensive to produce, made from various plastics, rubber and other inexpensive to produce synthetic materials, helping keep their advertised sale price down (usually in the $10.00 range for tv, not including the $6.99 S & H add-on).  The online upsell offers a jumbo Sticky Buddy (can't tell how big or small it is by the picture) for an additional $6.99 and begs the viewer to ask about free shipping...I didn't have the time to listen to a robo-rep take me through a convoluted robo-upsell to squeeze all they can out of my credit card....but maybe someone can find out how one gets that.

Now, I'm doing a little research for this current blog write-up and I find that an almost exact competing product, Schticky, with Vince " Florida John" Offer, is also just being introduced...This is what can happen when ideas are submitted simultaneously to separate companies by an inventor or small company, and both infomercial companies review the idea and conclude they can proceed on marketing the product themselves (I'm not saying this is what happened here).  If one company can't shut down the other with cease and desist letters, it ends up coming down to the ad and name of the product that resonates the best with consumers (i.e., Zorbees loss to ShamWow!, or lesser known finger clipper battle with Clip it Clean loss to Sure Clip).

The Offer offer is more than just schticky, it relies on porn-style ad copy.  I hate even repeating it to give it any creedence, but it asks a lady sitting down, with legs and torso only in view "Do you have a problem with that shedding 'cat' (slang for female genitalia)?"..and the neighbor who walks in on Offer and says "Hey Vince, oh, you're playing with your schticky"...Imagine the yuk yuks at the office as they came up with these lines for the ad. Seeing Offer poke fun at himself with a mock arrest mug photo leaves us with the same bad taste in our mouth that we all got when O.J. Simpson tried to hawk his "If I Did It" book...

It looks like silicon feature of the roller is the main innovation that these two products share, except the roller surface is molded flat for Schticky and molded with grippy rubber fingers for Sticky Buddy.  You can get these nearly identical product offerings by companies, sometimes if they don't own any real intellectual property (utility patents) around their products, so neither company can stop the other from going to market with the knock-off.

As consumers, we just have to be subjected to the marketing ploys of the two companies trying to get you to buy their product. ...You have to give Khubani credit for not having to resort to crass and "knock you over the head" sexually suggestive innuendos to peddle his wares like it is being done Schticky style.

https://www.officialschticky.com/

http://www.stickybuddy.com/


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It's the New Year, so D.A.R.E.!!

1/2/2012

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Some Great New Product Ideas Filtered And Caught By A Dreamcatcher *
  
OK, so it's another new year now.  You have all your entrepreneurial aspirations lined up and ready to go.  This is the year you act on your dream of bringing your exciting new product to market!!

It always starts with a Dream.  You've always had this great idea for a new product that everyone will want to buy... 

You start to shift the dream from fantasy to reality by spending some considerable time doing searches on the internet for related and existing products along with checking existing intellectual property online at the United States Patent and Trademark Office (U.S.P.T.O). 

As you suspected, you haven't found any similar products that solve the problem your product does in its unexpected yet simple way.  You receive a green light at the intersection of Unique and Novel, so you proceed through the intersection.

Your Action plan will necessitate the things you need to do on a daily, weekly, monthly, then yearly basis to bring your product to life...If you keep doing these consistently and are regimented about your business, you will start to see:

Results - Results can come in unlimited forms during the life of all your hard work, but it may be: a filed patent, finalized packaging design, an interested licensee, a buyer taking a chance to carry your product on their shelf, the umpteenth product iteration that is a fully refined product and no longer a prototype...

Licensing your product to a licensee can result in Earnings in the form of ongoing royalty checks based on sales of your product.  Conversely, if you plan to market your product yourself, earnings will be the profits you make from manufacturing and marketing your product.

This is obviously a very high level and extremely glossed over version of what it takes to bring a new product to market.  You will need to dedicate a lot of time and effort in the above areas in order to be very successful.  And I can help you through all those areas.  But, daring to do something always starts with a dream. 

And dreams that are not acted out are only dreams...Dreams that are acted out are living your life to it's fullest potential!!


* "Nightmares pass through the holes and out of the window. The good dreams are trapped in the web, and then slide down the feathers to the sleeping person."

Terri J. Andrews, "Living by the Dream", World & I, Nov. 1998, p. 204



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