New Product Hot Spot Debuts

By Pat Cauley

Glenda Sidman demonstrates The Germinator.

The Improved Pooper Scooper took home the award for Best Potential Web Product.

Abby Novel showcases her product, Jewel Tree.

James Acevedo shows off the Wireless Smoke Alarm System.

Anie Piliquian demonstrates her JoolTool Sharpening and Polishing System.

The Freeform Hideaway Home Gym in action

Product Strategies' Michael Planit (right) gives James Deola the Best Potential Long Form Product award. Deola also won the Inventor of the Year award.

Nestled right in the heart of the tradeshow floor, ERA's New Product Hot Spot garnered tremendous amounts of attention at ERA's 17th Annual Convention in Las Vegas. The NPHS, previously known as the Invention Showcase, has become something of a novelty for the annual ERA show, where aspiring inventors get a once-in-a-lifetime opportunity to pitch their products and ideas to industry professionals.

"It contributed a lot to the show floor and the overall buzz and excitement of the conference," says Sheridan Malphurs, the ERA staff liaison for the NPHS. With 37 exhibitors and more than 40 products, attendees were treated to displays ranging from a tornado warning alarm system to a hands-free umbrella bag. Inventors were not simply thrown into the fire without direction, but were actively engaged in education sessions to help them sell their products. On October 1, a breakfast was held where invention experts Wendi Cooper of C Spot Run Productions, Product Strategies' Michael Planit and D. John Hendrickson, Esq. of Manhattan Advertising & Media Law, helped the inventors with everything from product pitches to marketing basics. "The NPHS breakfast meeting was very informative. The information Wendi, Michael and John gave to us was excellent," says James Acevedo of First Escape Inc. Inventors also were invited to participate in an interactive DRTV 101 session, where they had the opportunity to present their product ideas to a panel of industry professionals representing companies such as Vertical Branding Inc. and Guthy-Renker.

This year's NPHS had a number of changes from previous years. Traditionally, the Invention Showcase was reserved for ERA members only and closed off to additional attendees. This year, in conjunction with its position on the floor, the influx of attendees vying to enter the NPHS was incredible. In order to appease the masses, an executive decision was reached to open up the inventors' exhibits for all eyes to see. Abby Novel, winner of the NPHS award for Best Potential Short Form for her Jewel Tree, thought ERA staff made the right decision. "The more exposure, the better," she says.

Another new element was the leadership of Product Strategies' Michael Planit, who chaired the Invention Task Force. Cooper passed the leadership torch to Planit and was very proud of the level she helped bring the Hot Spot to after many years of hard work. Planit, for his own part, brought a new energy to the NPHS, which was evident earlier this summer when he recruited inventors at the INPEX show in Pittsburgh. "Michael was amazing. I hope he chairs it again next year," says Malphurs. Planit was also instrumental in the opening up of the NPHS. "I think tearing down the walls to the Hot Spot made it more exciting for everyone. It opened up more opportunity for everyone and became an ERA Convention benefit.

Along with the educational opportunities and exposure, there is also a value when the inventors get to spend time with fellow creative-types. "I thoroughly enjoyed meeting other inventors and seeing how diverse the human mind can be," says Novel. "Networking with other NPHS attendees was great for sharing pitfalls and accomplishments," agrees Acevedo.

The NPHS reached its climax in the afternoon on October 2, as ERA President and CEO Barbara Tulipane invited attendees to gather by the entrance of the Hot Spot for the awards and reception. Awards were then presented by Planit and Malphurs to the inventors they had worked with closely over the previous few months. Glenda Sidman won the award for Best Potential Print Product for her invention The Germinator. Paul Holbrook's Improved Pooper Scooper took the award for Best Potential Web Product. First Escape Inc.'s Wireless Smoke Alarm System, developed by James Acevedo, won the award for Best Potential Radio Product. Anie Piliquian's JoolTool Sharpening and Polishing System won the award for Best Potential Live Shopping Product. The Best Potential Short Form Product went to Abby Novel's Jewel Tree. "I was totally astonished when I won the award; this was my first show," says Novel. Best Potential Long Form Product was given to James Deola for his Freeform Hideaway Gym. Deola went on later in the night to win the award for Inventor of the Year at ERA's Annual Awards Gala.

"The show was very well done and certainly a great opportunity to network with all of the key players in the industry. It was an excellent opportunity to get feedback from the professionals on the marketability of our products," says Deola. This year's NPHS sponsors included Koeppel Direct and Ingenio Inc. ERA wishes all the inventors the best in their pursuit of their dreams and direct response.