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
You've heard that insert media combats rising postal costs and falling response rates. But how can you make it work? Read on to find out how three businesses used insert media to land new customers.