Consumer Recall Rates of Phone Numbers in Advertising
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Consumer Recall Rates of Phone Numbers in Advertising
Abstract
Today, businesses of all sizes are using vanity 800 numbers to generate
more qualified leads and improve their advertising return on investment.
Numerous business success stories and
research studies show that the effective use of vanity 800 numbers in
advertising can substantially increase consumer response rates.
This
study examines the consumers’ recall of vanity 800 numbers
(mnemonic phone numbers that transpose into words on the telephone keypad,
i.e. 1-800-GOT-JUNK? ®) compared with recall rates of numeric toll-free
phone numbers when used in visual and broadcast advertisements. The study
findings prove that advertisers can expect up to an 84% improvement in
consumer recall rates when they feature a vanity 800 number rather than
a numeric toll-free number in visual advertising media (billboards, magazines).
A second portion of the study focusing on audio advertisements (television,
radio) shows that consumers are nine times more likely to recall a vanity
800 number compared to a numeric toll-free phone number.
The third part of the study looks at the consumer’s recognition
of the existing toll-free prefixes (800, 888, 877, 866), and the fourth
part identifies consumer preferences when given the choice of using a
local numeric number or a toll-free vanity 800 number to dial a local
business. The
results of the third part confirm that 800 is by far the most widely
recognized toll-free prefix among consumers, with a 94% recognition rate.
A Yellow Pages comparative in the study shows that when given a choice,
the majority of consumers prefer to dial a toll-free vanity 800 number
when calling a local business.
For ease of printing and viewing online, the study has been provided
in .PDF format. For a complete bound copy, please contact us at 1-800-NEW-SALES.
Published January, 2008
Copyright © 2008, 800 Response. All rights reserved.
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