800response Infoline: February 2008

     NEWS: Consumer Recall of Advertisements!

We recently wrapped up a new advertising study with an outside research and online survey firm. The study compares consumer recall rates of vanity 800 numbers versus numeric toll-free numbers in multiple advertising formats - broadcast, outdoor, and print.

Results of the study confirm the overwhelming value of using vanity 800 numbers as consumer response tools for you business versus using numeric toll-free numbers. Here are the top line findings:

STUDY FINDINGS: 2008 Consumer Recall Rates in Advertising
1. Advertisers can expect up to 84% improvement in consumer recall using a vanity 800 number in outdoor and print advertising vs. a numeric toll-free number.

2. Consumers are 9x more likely to recall vanity 800 numbers in broadcast ads vs. numeric toll-free numbers.

3. 72% of consumers correctly recalled a vanity 800 number after hearing one 30-second radio ad compared to just 5% who correctly recalled a numeric toll-free number.

4. 58% of consumers prefer to dial a vanity 800 number vs. a numeric toll-free to reach a local business.

5. 94% of consumers identify 800 as toll-free, vs. 70%, 56% & 55% recognizing 888, 877, and 866 as toll-free, respectively.

Read the full news release!

Consumer Use of Toll-free Numbers:
Consumer polls show that 95% of today’s households subscribe to telephone service, and in 2002 research uncovered that 90% of Americans use toll-free numbers for a variety of reasons – to contact customer service centers, make purchases, and research future purchases. With consumer reliance on vanity 800 and toll-free numbers to contact businesses, these consumer response tools will remain a key component in advertising campaigns to reach consumers and generate response.

Business Use of Toll-free Numbers:
Additionally, a survey of small businesses shows that 97% use landline phones to manage their operations – the highest usage rate of technology and devices measured in the survey. And, with more than 70% of small-business advertisers preferring to receive phone calls by customers over any other form of contact, it is expected that the use of toll-free numbers in advertising will continue to increase.

Visit us online for more studies and statistics that prove vanity 800 numbers work better for your business!

     Two Tips to Improve Any Ad Campaign

Tracking, Monitoring and Improving ROI with Powerful Consumer Response Tools

It is easier than you may think when you employ old and new technology: A vanity 800 phone number plus built-in online call tracking capabilities.

Step 1: Produce More Leads From Your Ads
Incorporate a memorable response-generating device in your advertising as soon as you can. For example, when used in advertising, unforgettable vanity 800 numbers are proven to increase response rates by at least 30 percent. Simple but powerful response devices translate into significantly more leads and sales and will set you on the path to a healthy ROI.

Step 2: Learn More About Those Leads and Your Advertising Investment
Increasing response rates and generating more leads only gets you halfway down that ROI path. You must analyze those leads to re-align ad campaigns and spend media budgets wisely. So, you should ask yourself these questions:

1. Do I know how each incoming lead found my company?
2. Am I able to track the return on advertising dollars effectively and accurately?
3. Do I really know which media outlets are working well, and which ones are draining the budget?

With real-time call tracking reports you will have definitive data to answer these three questions, and more. You will gain the ability to build a database of leads for future marketing efforts, analyze campaign results for media budget optimization, and examine a wide range of call data such as cost of calls, missed calls, and markets that produce the most results and bring in the most leads – the markets you should focus on in the future.

It really is that simple. Memorable, consumer response tools increase response rates and call tracking reports empower you to learn what works for your business, and what resonates with your target audience. This analytical information gives you the opportunity to improve your return on advertising investment.

     Agency Spotlight: 1-800-NEW-STUDY

"More incoming calls improves our ability to find qualified patients in less time, and increases our return on advertising investment.”

-- Marcia Burradell, Director of Marketing - Trial Minded, Inc.

Visit the Case Studies section of our site to read the full success story!