Recently in Advertising response Category

Advertising and media channels are ever-changing. This makes finding the right advertising mix a moving target. All the while, many businesses still rely on their sales teams, gatekeepers and receptionists to track where their leads are coming from - not the best way to accurately measure advertising response in an increasingly complex advertising environment.

To effectively track response rates your advertising needs to include a response measuring tool. There are several out there, and some are easier to implement than others.

Here are five tricks to easily ensure that you will be able to track your ad response, and hone your marketing efforts to generate more leads and sales.

1. Include a Timely Offer and Strong Call to Action

Give people a reason to call you and get them to act fast! Include an offer that will make prospects and customers call you right away. Put a deadline on a current promotion, or tell them what they will get right now from your service. For example: "Call 1-800-NEW-FLOOR to receive $100 off your first order."

2. Use a Phone Number as the Direct Response Tool

It is imperative to the success of your business to give people an easy way to contact you at once after hearing a commercial, viewing a billboard, or watching TV. The best way to do this is with your phone number. Getting someone to call means you are one step closer to making a deal. By offering a phone number, you are offering a one-on-one customer experience - giving prospects a direct route to your selling team.

3. Feature a Vanity 800 Number as the Direct Response Tool in all Ads

The phone number will not be much help if folks cannot remember it (really, who has a pen handy when hearing a radio ad, or seeing a billboard?). Get a vanity 800 number, and make it memorable, like 1-800-NEXT-HOME. A vanity 800 number that relates to your business, in this case real estate, will assist in reinforcing your brand, delivering a consistent message, and will always give consumers the ability to contact you immediately (and is also great for word-of-mouth referrals). Plus, someone who hears your radio ad featuring 1-800-NEW-HOME may be looking for a house three months down the road. They will recall your vanity 800 number from the radio ad and call you before they call your competition!

4. Prominent Placement of your Direct Response Tool

Feature your vanity 800 number prominently on the screen, and leave it there throughout a television commercial. Mention it at least three times in a radio ad, and make it the focal point of a print ad. Make sure it is easily heard and understood - visible and easy to read - and your ads will pull higher response rates.

5. More Impressions will Pull More Responses

One-off ads will not work. Make sure you (or your agency if you use one) have a moderate to heavy ad schedule, whether it be radio, television, print, outdoor, or a combination of many of these channels. Buying more time or space will decrease the cost per ad, and your vanity 800 number will increase your ability to generate leads and sales. Delivering a consistent message multiple times will ensure consumers remember you.

Finally, if you can find a vanity 800 number that correlates with your business type, for example a real estate agency and 1-800-NEW-HOME, or an auto dealership and 1-800-NEW-AUTO, then snatch it up quickly! These numbers are rare - and hard to come by. They can cost your business as little as a few hundred dollars a month, and they can increase your incoming call volume two or three-fold. And, we all know that more calls equals more opportunities for sales.

Laura Noonan has 16 years of experience in the vanity 800 number and telecommunications services industry. She coaches hundreds of clients each year on using toll-free vanity 800 phone numbers as direct marketing tools to increase advertising response rates. Laura can be reached at lnoonan@800response.com or by calling 800-NEW-SALES.

Article Source: http://EzineArticles.com/?expert=Laura_Noonan

Advertising On The Radio - Keep It Simple

By M. Bruce Abbott

Let's say you spent good money on a brochure. Several pages filled with features, benefits, facts, figures, call to action, contact info...oh yeah, paragraphs about who you are, what you do....the different services you provide, your product offerings...and the list goes on and on. Everything you believe a potential client would need or want to know about your business. Now you are interested in advertising on the radio.

Here's a great radio advertising tip -

Don't let your radio commercials end up like your brochure.

Advertising on the radio works best when it is simple and effective.

First...a given. If you are going to advertise on the radio, make sure you have a product that has demand. In another article we discuss the topic of Direct Response Radio Advertising Mistakes: A Product No One Wants. With that said, lets move on to advertising on the radio assuming there is demand for your product or service.

Simplicity is the key to effective direct response radio advertising. Face it, when you are buying fifteen, thirty, even sixty seconds worth of radio advertising, you don't have the time to create an audio brochure. Radio advertising is a powerful advertising medium, but can it work for you?

Yes it can. You just need to make sure your direct response radio advertising campaign is just that...DIRECT. When advertising on the radio, get right to the point. What is the problem your potential customers face? What is the solution? (Hopefully this is where you have inserted your company name). What benefit does your company provide that solves the problem? And most important of all...what would make me choose your company? Here is where the irresistible offer comes in. Direct response radio advertising is rooted in a foundation of "what's in it for me". Give me reason to call. A free offer...free sample...free estimate...deep discount...money back guarantee...whatever your feel is important to your potential customer. This offer helps "grease the skids" and provides a strong incentive to call or click.

And speaking of calls and clicks - If you are advertising on the radio, you must make your call to action clear, concise and memorable. In other words, if you are driving to a toll free number, make sure you are not advertising some random ten digits that are difficult to remember. Use vanity phone numbers. Vanity phone numbers provide sticking power in the listeners mind. What will you remember more - 1-800-I-ATE-A-BUG or 1-800-428-3228 (plus the extra useless digit)? You can use a combination of vanity numbers or words and number for tracking purposes. If you are directing your radio advertising campaign to a URL. Make sure it's a simple domain name. No long URL's with dashes and slashes and long strings of weird variables. Simple works better. And again, you can use a variety of simple domains for tracking. And make sure you mention your number or URL at least a couple of times throughout the radio commercial.

So what have you learned here?

When advertising on the radio, keep it simple. Get directly to the problem, the solution, the benefit, the irresistible offer, and the clear call to action. Keep this simple structure in mind, and your chances of success when advertising on the radio dramatically increase.

New Survey from 800response Reveals Consumer Recall Rates of Advertisements

800response (www.800response.com), the leading provider of vanity 800 numbers and web-based call tracking and recording services, announces the results of two recent surveys conducted in conjunction with an online survey firm and research experts. The surveys focus on consumers and measures their recall rates of vanity 800 numbers compared to consumer recall rates of numeric toll-free numbers when featured in advertisements.

The study findings reveal that vanity 800 numbers improve consumer recall rates in visual ads by up to 84%, and yield a nine times higher recall in broadcast ads versus numeric toll-free numbers.

"The results of the two surveys confirm the overwhelming value of using unforgettable phone numbers as consumer response tools particularly in television, radio, outdoor, and print advertising where they are significantly easier for consumers to recall after even just one exposure in advertisements," says Laura Noonan, vice president of marketing at 800response.

84% Improvement in Recall Rates with Vanity 800 Numbers in Visual Advertisements

Data shows that when vanity 800 numbers are used in visual media (i.e. television, print, billboard) advertisers can expect to see an 84% improvement in recall rates over numeric phone numbers. Sixty-five percent (65%) of consumers were able to correctly recall a vanity 800 number that was featured in a visual image - simulating a billboard or print advertisement. In comparison, only 31% of consumers could correctly recall the numeric toll-free number in a visual image.

Consumers Are 9 Times More Likely to Recall Vanity 800 Numbers in Broadcast Advertisements

A second survey measuring phone number recall shows that an audio file featuring a vanity 800 number yields a nine times higher recall rate compared to an audio file featuring a numeric phone number. Of the survey respondents, 72% correctly recalled the vanity 800 number, with just 5% correctly recalling the numeric toll-free phone number in otherwise identical audio clips.

"As ad spending continues to grow, the use of toll-free numbers will also rise because advertisers will continue to look for increasing response rates to their advertising, and will need to track their media spending and ad campaigns. Through this study, and past research, vanity 800 numbers are proven to generate higher recall rates. Based on the statistical data we expect the activation and use of vanity 800 numbers to grow as well," says Noonan.

Additional data from survey #1 reveals that the majority of consumers continue to associate the 800 prefix as a toll-free phone number, and survey #2 also shows that consumers prefer to dial easy-to-remember vanity 800 numbers when reaching a local business in their market.

'800' is the Most Widely Recognized Toll-free Prefix

Results confirm that 800 is by far the most widely recognized toll-free prefix among consumers, with a 94% recognition rate. Recognition of the 800 prefix is consistent from 2002 to 2007. However, the 2007 study data shows a decline since 2002 in the recognition rates of 866, 877 and 888 prefixes with just 55%, 56% and 70% recognizing 866, 877, and 888 as toll-free respectively.

When Given a Choice, Consumers Prefer to Dial a Toll-free Vanity 800 Number to Reach a Local Business

After viewing an image that simulated a Yellow PagesTM advertisement, survey data also shows that 58% of respondents prefer to dial a vanity 800 number to reach a local business, rather than dialing a local or toll-free numeric phone number.

"Knowing that consumers can better recall vanity 800 numbers in multiple advertising media, and that 58% of consumers prefer to contact a local business by dialing a vanity 800 number, further proves the benefits available to advertisers who utilize a vanity 800 number. These surveys demonstrate that vanity 800 numbers are the strongest consumer response tools available according to recognition and recall rates," says Noonan.

Details of the Surveys: Two electronic surveys were distributed to 1,500+ opted-in respondents. Both surveys were executed through a market research firm, Infosurv, Inc. and e-Rewards, an electronic survey provider. Data analysis was conducted in conjunction with Scott Stevens, Associate Professor, Mathematics Division of Information Technology & Sciences at Champlain College located in Burlington, VT. For more information on the surveys, please contact Jeanne Landau at jlandau@800response.com or visit http://www.800response.com/news/pressreleases/ConsumerRecallRates_20080121.html. The study is available in PDF for download.

About 800response: 800response maintains the widest selection of Custom 800 numbers available today, and offers these dynamic lead tracking tools to optimize advertising expenditures for businesses nationwide. Custom 800 numbers are proven to substantially increase response rates. For more information, visit www.800response.com or call 1-800-NEW-SALES.

Call Tracking Is Easy and Produces Great Results

21 Feb 2010 • 07:08 AM • Business

Tracking business incoming and outgoing phone calls helps companies in many ways, is easy and inexpensive to set up, and provides proven results in several areas. Many different businesses from a wide range of markets are using a call tracking service. Realtors, hotels, mortgage companies, and lawyers have used the system and increased customer loyalty as a result. Working with available technology can be of great benefit to large and small businesses alike.

Using this call tracking system permits the company to maximize investment returns and change mere leads into increased sales. It also measures customer response to the various advertising techniques being tried, breaking it down into data that can be managed and compared, line by line. Doing these things will support decisions based on cost per lead and avoid waste. Another benefit of this strategic tracking is to measure staff performance. The owner can easily listen to sales pitches given by workers to increase constructive criticism for improvement. This can multiply motivation and productivity within the company, and also eliminate staffing problems.

Capturing data from phone system usage is easy and requires no special equipment. This does not require changing your phone service, either. Simply request the toll free numbers you would like to use and insert these numbers in your print media, website, TV spots, coupons, and radio advertising. Next, when customers respond to your advertising the calls are smoothly forwarded to the business owner and the ad and call data is collected without any involvement of the proprietor. Then, when it is convenient, log into the account, listen to calls, analyze data received, and make better decisions for your company.

All of this provides the results you need. Easily follow trends in your industry, identify issues with employees, see which ads are the most profitable, know where your calls are coming from, and receive an email alert when you have missed a call. These gain the trust of your clients and improve your conversation ratings. Generate more effective leads and stop wasting money on campaigns that don't work, all while using the same equipment you've always had. 

Call Tracking software comes with toll-free vanity 800 service.  Set up a Custom 800 number, like 1-800-NEW-CARS, which is easier for people to remember than a numeric toll-free, access call-tracking data, and improve your overall advertising campaign performance and easily monitor your ROI.

By The Denver Post

Posted: 02/18/2010 01:00:00 AM MST

Updated: 02/18/2010 02:04:06 AM MST

It didn't take long for scammers to latch on to the recall troubles at Toyota and turn the company's headaches into a rip-off payday.

The scam relies on consumers misdialing the car company's toll-free telephone number by a single digit. Instead of the vehicle-recall folks, callers get a recorded message quickly telling them of a surcharge they'll pay for calling yet another number, the Better Business Bureau warns.

Toyota's recall number is 800-331-4331. Consumers who call receive information regarding the vehicles subject to the massive recall regarding sticking gas pedals.

The scammers grabbed the toll-free number that ends with 4431, hoping some callers would simply misdial.

They are directed to another number because of the volume of calls. The other number charges them $5.96 and asks for personal information such as a Social Security number.

BBB officials warn consumers to ensure they have the right number.
David Migoya, The Denver Post

Perhaps this is an example of why Toyota should have set up a VANITY toll-free number.  People wouldn't misdial because they would recall the letters and word in the vanity number better than they recall the numbers of the numeric toll-free. 

Call 1-800-NEW-SALES to learn more about how a vanity number, like 1-800-NEW-PARTS, could have saved Toyota's customers time and money.

By Leonel Dunn

Courtesy of Ezine Articles

Everyone becomes a consumer at some point in our complicated lives. We share the same experiences when it comes to buying products and services. We may get dissatisfied at times with a specific product or service, get confused on how to use a product or we may just simply want to know more about a particular product or services.

When we are having these experiences, what do we do? Our first instinct will be to contact the company or their customer service department and raise our query, concern or whatnots - basically contact their toll free number, right? Wouldn't it be very inconvenient for us if we have to memorize a lot of numbers if we have different concerns? For instance, if our concern is about "how to use a product", we have to call a certain number, or if our concern is about billing then we have to call another number. Wouldn't it be confusing to memorize a lot of different numbers? It's not only time consuming but it's also frustrating on our part - consumers part that is.

Toll free numbers are the best reward a company can give to its target consumers. Why? Because they are easily remembered, like vanity numbers for example, where in we don't have to memorize a number, we just have to remember the name of the company or anything of that sort. Companies who get vanity numbers, more often than not, receive more consumer response than companies who don't have the former. Being a consumer, I feel that companies give me more importance by making use of these vanity numbers. It just means that they care for their consumers.

By Jon Rognerud

Courtesy of Ezine Articles

You are driving to work in rush hour traffic, half listening to the news on the radio. You hear the date and realize that today is your sister's birthday. Mildly panicked, you grab your cell phone to order flowers. What number will you dial? If you are like most, you will dial 1-800-FLOWERS. Most people do not have the local florist on speed dial but everyone can recall 1-800-FLOWERS.

A toll free vanity number combined with strong branding statements can help your company stand apart in a competitive marketplace. Sit N'Sleep Mattress maximized their memorable slogan, "We'll beat any advertised price or your mattress is freeeee" with a 1-800-FREEEEE vanity number.

Toll free vanity numbers optimize advertising efforts by providing an easy to recall number for customers to follow up which facilitates direct response. There are three types of response times in advertising:

1) Immediate. Customers hear the advertising message, want what is being offered and buy it.

2) Delayed. With delayed response, the customer hears the message but is too busy to take immediate action. They want what is being offered and plan to take action later.

3) Long Term. You hear or see the marketing message and you are interested but may not take action for a week, month or even a year later.

Vanity numbers provide an effective follow up solution for all response types. Customers will remember how to reach you whether they need your services today or long after they have heard or seen your advertising message.

The immediate customer can effortlessly move from hearing to buying with a vanity number. The delayed response customer does not have to hunt for pen and paper or stop their activities to write down a phone number. A customer in need of flowers will remember 1-800-FLOWERS even if responding hours later.

By Cyril Bird

Courtesy of Ezine Articles

From a marketing perspective, it can be said without fear of contradiction that any advertisement - be it on electronic or print media - a toll-free number is sure to attract a larger response. Businessmen who use toll free numbers are fully aware of the benefits of it, but others are blissfully ignorant how much business they are losing by not using the toll-free number.

Marketing professionals are convinced that advertising with a toll-free number can bring in 30% more orders than advertisements that carry no toll free number. Additionally, statistics show that product return rates can be decreased by as much as half. Interestingly, it is learned that customers call in to resolve their problems after buying rather than return the goods if a toll free number is provided.

There is no denying that numbers are a great boon for the business community. The 800 number by itself motivates consumers to readily respond. Vanity numbers - in other words, the toll-free numbers that spell out a word or words associated with a product or brand, are far more productive though some may consider it not cost-effective. A market survey was conducted to compare the impact of numeric toll free numbers versus toll free vanity numbers in radio advertising. Half of the ads mentioned a numeric phone number, and the other half mentioned a vanity number. The results: The vanity number received a whopping 14 times more responses than the 800 numeric.

Here are some valuable tips on how to fully take advantage of toll free numbers:

1. When you print sales promotion materials like - business cards, pamphlets, brochures, and catalogs, make sure to prominently print your toll-free number preferably in a couple of places.

2. Make a habit of coloring or bolding the words - "toll free".

3. When you advertise in print medium, mention your toll-free number and preferably use the phrase "Contact us TOLL FREE at...".

4. Customers must be firmly reassured that the phone call to your business will cost them nothing.

5. Make sure you display your toll-free number on your website in several areas and be sure to include your email address so customers have two options for contacting you.

6. If your business can afford it, create a vanity number, so that people easily remember your business and contact details.

Further, toll free numbers attract customers to your business because they give it an air of professionalism. They also increase the customer's confidence in the security of financial transactions with your company. You can also create a virtual office in your home-based business. A huge benefit of your toll-free number is - calls can be forwarded to your cell phone, pager, email address, and even you home phone - thereby no longer tying you down to your office desk. Its numbers also carry a lot of features including audio conferences, professional voice announcement feature, call screening, call recording, call forwarding, auto attendant etc.

By Clarence Well

Courtesy of Ezine Articles

If you're a businessman, you surely know the value of your business name. This is how people know you, remember you and think of you enough for them to buy something from you. In other words, as long as people know you're around, there is a possibility that they will consider you for something they need which you offer.

In other words, when you want to compete in a market where similar products and services are offered by different vendors or providers, you have to stand out with your brand name. Anything you do that strengthens your market presence by way of strengthening the impact of your brand name on consumers is called branding. Of course, you've heard about the multimillion dollar branding campaigns of such multinational companies such as Coke or Gillette. And you've heard about the advertising agencies who are notorious for their insanely and exorbitantly priced services. What if you were to get as much branding edge for a comparably negligible price? What about a vanity 800 number?

A vanity number is a regular toll free number except that you have your business name spelled out on it. Or you can have any term relevant to your business spelled out on it. So instead of your number being 1-800-1234567, it could be 1-800-FLOWERS if you're in the floral business or 1-800-COMPUTE if you're dealing computers. Imagine how much easier it would be for people to reach you just because your vanity number is so much easier to remember. Now imagine if that vanity number were all over your radio, TV, print and online ads. That's great branding edge for so much less expenses.

If you're convinced you need a vanity number, it's not that simple getting one, though. In fact, it can get a little serious. First, you need to research which companies offer the cheapest 800 numbers. You also need to look into how you will be billed. Some will charge a flat amount while others can give you more freedom by charging per amount of time used.

Vanity numbers also have different features so you need to look into each one to know what you need or don't need. This way, you avoid spending for something unnecessary. And then, of course, you need to consider the quality and accessibility of customer service you can expect from the company that provides you the vanity number. This is essential because if and when you run into problems, you should be able to resolve it as much as possible. Some companies will give you a free trial for a certain period, say, 30 days. This is for you to decide whether or not you would like to continue their service. Obviously, it's wise to take this trial and see for yourself.