800response Infoline – November 2011

November 15, 2011

How to Effectively Use Direct-Response Tools in Ad Campaigns

We
have found through recent consumer surveys,

that advertisers will benefit by
providing multiple response methods to address the needs of
all of their customers—including those who prefer to make a phone call and those
that would rather complete a contact form or send a tweet.

“We really wanted a vanity toll-free number that had the 800 prefix because it
is easier for consumers to remember, and the 800 prefix lends more credibility
to our business over another prefix, like 866 or 877.”Read More

“Almost 50% of callers responding to the digital display dialed
1-800-NEW-SHOW from a land line, meaning people recalled the number and
dialed in from their home phones.”Read More

Marketing Director
Auto
Financier

Vice President
Outdoor
AdvertisingCompany

How to Effectively Use Direct-Response Tools in Ad Campaigns

Using multiple response tools allows for optimal lead generation by the
advertising business, and therefore success in growing their
business.

Here is an overview of the benefits of several response tools,
and how they’ll improve campaign performance:1. Phone Numbers: The
original direct response method and one that is still very much alive today.
That said, there are many different types of phone numbers now available. And
not all of these phone number types perform well in advertising. A vanity 800 numberis the strongest tool in terms of being remembered by customers, and in turn generates more leads.In June 2011, an independent surveyof over one thousand consumers tested recall of vanity 800 numbers, numeric toll-free numbers, and URLs in advertising. The study data shows that consumers have a 75.4 percent average higher recall for a vanity number over a numeric phone number. Vanity 800 numbers, like numeric toll-free numbers, provide businesses with critical call data via call tracking systems, but vanity 800 numbers are better at building strong credibility and brand image for a business. Think of the companies you know of that use a vanity 800 number, 1-800-GOT-JUNK®, 1-800-FLOWERS®, 1-800-CONTACTS®. These successful businesses have built impressive reputations all around their vanity 800 numbers.It is, however, common to see businesses advertising a numeric toll-free phone number. This may be because they could not obtain a vanity toll-free number. Either way, a ten-digit numeric toll-free number can be effective at tracking leads, but it
is not as easily remembered by customers, nor as effective as a vanity 800
number at generating leads.For businesses that do not spend a lot of money on advertising – typically smaller businesses – using a local phone number on marketing materials can be effective. In rural areas, where competition is less intense, a local business using a local phone number may resonate with their local customers. For larger businesses, or those in more competitive markets, it is not always the best response tool. Today, when a business lists their local phone number, they most often have to include the area code as well, making it a full ten-digit phone number, which is nearly impossible for people to recall when they need to. In fact, the research shows that when presented with two options, a ten-digit local phone number or a vanity 800 toll-free phone number, 57 percent of respondents stated that they would prefer to dial the vanity 800 number over the local phone number, citing reasons such as “because the vanity
number is easier to remember” and “is more professional looking.”2. Websites: It is undeniable – a company’s website is becoming increasingly
important as a resource for their customers, but it is still not always the
preferred, or most easily remembered, method of contact for those customers.
Infosurv, Inc. research shows that consumers have a 57.6 percent average higher
recall for a vanity 800 number than a URL after being exposed to both response
tools in advertising.
Read the rest of the article here.

More Calls. More Sales. More Profits. 1-800-NEW-SALE

Digital Billboards and Custom 800 Numbers Light Up Call Volume for Clients

1-800-NEW-SHOW

Background: The nation’s third largest outdoor advertising company introduced digital displays into their line of outdoor products in 2004. An electronic billboard is
the perfect advertising space for clients who want more flexibility in their ad
messages, keeping them up-to-date with the latest seasonal specials, campaigns,
and promotions.

Client Profile: Vice President and General Manager – Outdoor Company, NY
The outdoor company with an office in New York State manages 1,199 outdoor
displays, employs seven Account Executives, and works with hundreds of clients in the greater metro area. Recently, the location introduced a digital display in their
market.

Challenge: Test new digital billboards.

Solution: Create a promotion to give away an evening of entertainment to a winning caller. Use a memorable Custom 800 number as the response mechanism and tracking tool to measure response rates and monitor results of the promotion.

Results: The digital billboard and 1-800-NEW-SHOW proved to be a perfect
combination. The general manager says, “In one day the promotion generated more
than 800 calls into our office. We now have statistical proof to share with our
clients that an electronic billboard is a strong outdoor advertising vehicle.”

According to the general manager the digital billboard and
1-800-NEW-SHOW is not only a strong advertising tactic, but also a powerful
point-of-purchase advertising mix. “The influx of calls during the morning and
evening commute proves that people are tuning into, absorbing, and responding to
outdoor advertising.”

He explains that of the 800 calls that came in on the day of the promotion 54% were during drive times, with 15% taking place during the morning commute and 40% during the evening commute. The general manager goes on to point out the power of the vanity 800 number. “Almost 50% of callers responding to the digital display dialed 1-800-NEW-SHOW from a landline, meaning people recalled the number and dialed in from their home phones. And, our office received phone calls for several days after the digital display was turned off, proving that there is a real benefit to using 1-800-NEW-SHOW. In my mind this makes a strong case for clients to
incorporate an unforgettable phone number into all of their advertising, not
just digital displays.”

As an expert on outdoor advertising the general manager has some advice to advertisers. “One, make sure you include a strong call-to-action on your billboard and your ad will deliver impressive results. Two, a vanity 800 number is always easier for people to remember and dial. Three, call tracking provides monitoring and analytical tools to measure a campaign’s performance. And finally, digital billboards using a Custom 800 number aligned with a client’s brand will create lasting awareness and response.”

More Calls. More Sales. More Profits. 1-800-NEW-SALE

Finding a Vanity 800 is Easy – If You Know Where to Look!

What’s in a Name? Everything! More calls, better leads, increased sales, improved call tracking and call monitoring are possible when it’s part of a Custom 800 telephone number from 800response. Words are simply easier to remember than numbers, so for consumers on the go, a “number” like 1-800-NEW-CARSis unforgettable—even if they don’t write it down.Advertisers using our Custom 800 numbersreport increased response rates of 25% or more, sometimes with calls coming in months after a campaign or promotion has ended.We have hundreds of vanity 800 numbers in dozens of industries. Search our online directory today for the best unforgettable vanity 800 numbers for your business!