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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

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 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.

By Christy Brugger

Courtesy of Ezine Articles

Thank you for your support over the years!

2010 marks the 20th Anniversary for 800response. Since 1990, we have maintained the widest selection of vanity 800 numbers available today, and offer these dynamic advertising tools to help businesses improve campaign response rates, effectively measure media performance, and provide accountability for advertising expenditures.

As we move toward our next milestone, we will continue to hold you, our customers and agency partners, as our number one priority.  We look forward to working with you in 2010 and beyond!

Improve Your Customer Service Skills:

Great customer service is often the key to improving and growing a business. Web-based Call Recording services allow you to listen to recordings of your incoming calls. This powerful monitoring tool allows you to record, download, and archive calls for future playback. Recordings come in handy for a myriad of reasons:

1. Enhance Sales Training: Recordings can be used as training tools to illustrate common sales scenarios and to demonstrate how to overcome customer objections. Information gleaned from recordings can be used to refine sales pitches and identify techniques that increase close rates.
   
2. Improve Service: Knowledge that calls are being monitored motivates staff to provide a high level of service to customers. Recordings reveal areas that may require more information about particular products or services to better handle customer inquiries.
   
3. Measure Results: Most importantly, by listening to recordings you can monitor response to specific promotions, sales offers, and advertising campaigns based on the conversations!

Call an Account Manager at 1-800-NEW-SALES to learn more about Call Recording and how it will benefit your business.

From Dealer Marketing Magazine

Written by Laura Noonan  

Tuesday, October 20, 2009