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Toll-free Vanity 800 Numbers vs. Numeric Phone Numbers and URLs in Advertising

Study Reveals Consumers Have Higher Recall of Vanity 800 Numbers in Advertising vs. Numeric Toll-free Phone Numbers and URLs

Overview
An independent survey of 1,037 consumers tested recall of vanity 800 numbers, numeric toll-free numbers, and URLs in advertising to uncover consumer recall rates of these three advertising response tools.

Key Finding 1: 75.4% Average Higher Recall Rate of Vanity 800 Numbers over Numeric Toll-free Numbers:
After viewing sample ads with one of these response tools, consumers have significantly higher recall of vanity 800 numbers versus 10-digit toll-free numbers.

Key Finding 2: Consumers have a 57.6% Average Higher Recall Rate of Vanity 800 Numbers over URLs:
Respondents find it easier to recall a vanity 800 number over a URL after listening to ads featuring both response tools.

Key Finding 3: When it comes to toll-free numbers, the 800 prefix is most widely known as being toll-free:
888, 877, 866 and 855 have much lower recognition rates.

FINDINGS SUMMARY
Based on the 75.4% and 57.6% average higher recall rates of toll-free vanity 800 numbers over numeric phone numbers and URLs, respectively, it is essential for companies to include a vanity phone number in their advertising strategy for optimal lead generation.

Furthermore, with 57% of survey respondents reporting that they prefer to dial a vanity 800 number over a local numeric phone number, companies can ensure consumer satisfaction for the majority of the population their advertising reaches when they feature a vanity toll-free number as the response tool in their print advertisements.

Study data suggest that companies who drive traffic to their websites by only advertising a URL are missing a significant portion of the consumer population who better recall a phone number – vanity or otherwise – to communicate with an organization.

The results also suggest that if companies do not include a phone number in their ads, they are losing the valuable direct communication with consumers who are looking for live contact.

Finally, data reveals that, when possible, it is more beneficial for companies to obtain and use a true ‘800’ prefix toll-free number, as it is recognized by over 90% of consumers as toll-free, whereas the recognition of alternate prefixes as toll-free falls significantly.

For the full research study report, please send your request to jlandau@800response.com.

Copyright © 2011, 800response. All rights reserved.

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