Southampton

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

On Sunday, Feb. 7, I opened the New York Times Travel Section and found an amusing piece by book critic Dwight Garner. The title: "Seven Days on the Queen Mary 2." One memorable paragraph: A crossing on the Queen Mary 2 is the sort of thing people put on their bucket lists. More than a few passengers on our crossing seemed perilously close to kicking that bucket. The QM2's dance club pulled a frantic young crowd after midnight. But the average age on our crossing, I'd guess, was well over 60. There was an abundance of wheelchairs, walkers and canes, so many that if everyone had tossed theirs overboard at once they would have created an artificial reef.

When running a DRTV campaign, it is important to test your call center scripts to make sure your reps have the information they need to answer questions prompted by the content of your spot and to better convert leads to sales. “When you’re broadcasting, you’re going to get a lot of questions,” says Steve LePera, director of sales and marketing for mail order at Mantis, a Southampton, Pa.-based marketer of landscape and gardening equipment. To this end, LePera suggests the following tips for testing call center scripts. * Test a number of scripts for each campaign. Depending on your call center’s capabilities, your DRTV spots

Mantis, a Southampton, Pa.-based marketer of landscaping and gardening products and a division of gardening tools manufacturer Schiller-Pfeiffer Inc., added DRTV to its marketing mix some 10 years ago. Not only did the move prove effective in generating leads, but it also has had a positive branding effect that’s boosted the company’s efforts on both the dealer and retailer side of the business. The company’s DRTV formats range from 30 seconds to half-hour programs—with its 60-second spots acting as the foundation of the program. Steve LePera, media director for Mantis, spoke with Target Marketing about the marketer’s current DRTV strategy and the challenges facing

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