Specialty Merchandise Corporation

Client: Specialty Merchandise Corporation Product: Business opportunity Price Point: Lead Generator Objectives: Lower the cost-per-order and cost-per-lead ratios from previous infomercials; gain more volume of qualified leads. Host: Tom Bosley

The third time's a charm for Specialty Merchandise Corporation (SMC). After two infomercials that got off to a slow start, SMC turned to Script to Screen for a new show that quickly turned in strong leads. "The third version was by far the best. It still comes in well below our target cost-per-order," confirms Kerry Cox, creative director for SMC. Titled "Money Makers Live!" the infomercial offers an opportunity to start a business with SMC as a merchandiser. It tested in December 1994, then rolled-out nationally in January and ran throughout the first and third quarters of 1995. Cox says he likes infomercials because they provide instant results, they reach vast numbers of people, and they can be used to target specific audiences and demographics. "I enjoyed working with Script to Screen on every level," says Cox. "As a client they went the extra mile for us. Their suggestions were thoughtful. They always had our best interests in mind."