Vanity 800 Number Helps Michigan Chevy® Dealer Quadruple Sales

1-800-NEW-2438

Background: Today, the auto dealership is the #1 franchise in its region. But 10 years ago, with nothing but a “regular,” forgettable numeric phone number, the dealership was searching for ways to stand out from the crowd.

Client: Bill Chichester, President • Northern MI

Challenge: Move a local car franchise from the “back of the pack” to #1 in the region.

Strategy: Feature a vanity 800 number, using the dealership’s highly recognizable auto brand, in all advertising, promotional and business materials. In October 1994, the dealership acquires its memorable vanity Chevy® 800 number.

Results: The dealership averages 600-700 calls per month on its vanity 800 number.

“We hang our hat on our Chevy number,” says President Bill Chichester. "The vanity 800 number gives us a high level of professionalism.”

He explains, “More than anything else, this number is a great way to promote the brand – we use it in all of our electronic media – we put it in all of our radio and TV ads.”

Chichester credits a big chunk of the franchise’s success to its vanity 800 number. “Over the past decade,” he says, “we’ve quadrupled our sales…Ten years ago, we were at the back of the pack. Today we are #1 in our respective franchises in this region.”

He points out that prior to getting the vanity 800 number to promote new Chevy sales, the dealership “just had a regular phone number. I’m not one of those people who are brilliant with remembering numbers – so why would I want to advertise with one?”

Because the Chevy dealer uses primarily radio and TV advertising, Chichester believes the vanity 800 number “really increases memorability.”

Looking to the future, Chichester foresees adding some new vanity 800 numbers to the dealership’s list. “I’m looking to add 1-800-NEW-HONDA® and 1-800-NEW-5427 for our other franchises. I want to stick with the 800-NEW so that consumers can remember the number, whether they want a Kia®, Honda or Chevy.”

Chevy is a trademark of General Motors Corporation. Honda is a trademark of American Honda Motor Co.. Kia is a trademark of Kia Motors Corp. There is no relationship between 800response or any of its affiliates and the aforementioned companies.