Vanity 800 Number Increases Calls
by 60% and Saves Auto Dealership $14,000
1-800-411-FORD®
Background: Dealership was
using a numeric toll free number in their advertising.
Incoming call volume was low and not enough
leads were being generated.
Client: Jay Jaynes, General Manager • North
East TX
Challenge: Improve response from current radio and
newspaper advertising.
Strategy: Switch to an easy-to-remember vanity 800
number, 1-800-411-FORD®,
to increase advertising response rates while saving money.
Results: “I am so pleased with the results
I’ve seen with 1-800-411-FORD®. Our vanity number
has far exceeded the goals we set for savings and increased incoming
calls,” says
Jay Jaynes, General Manager of the dealership. After activating the
1-800-411-FORD® vanity number, the dealership saw call volume
increase by 60% in just four months. And, by switching
from their previous toll-free provider to 800response,
the dealership saved approximately $14,000 per year. “Once we
switched to 1-800-411-FORD® we saved the dealership $14,000. That’s
a lot of money for an auto dealership and it was nice to have that
money to put back into our advertising.”
The dealership had been using a numeric toll free number in their
advertising efforts for one year, but did not receive as many calls
as they had hoped. “We had been using a toll-free number, but
it was not a vanity. People could not remember our phone number when
it was mentioned in radio ads, and we were not getting the number of
phone calls we expected,” says Jaynes.
Jaynes uses 1-800-411-FORD® in all of the dealerships advertising,
including radio, newspaper ads in both the Texas and Oklahoma markets.
He personally drives through three surrounding counties to get to the
dealership each morning and evening and has the vanity number on his
demo vehicle as a form of outdoor advertising.
Jaynes recently shared the vanity 800 number experience with his
Auto Dealer 20 Group. By saving the dealership so much money, and presenting
the savings opportunity to fellow dealers, Jaynes received an award
for the “Best Idea” in March 2005.
Ford is a trademark of Ford
Motor Company. There is no relationship between 800response or any
of its affiliates and the aforementioned company.
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