800 VANITY NUMBERS INCREASE ADVERTISING RESPONSE RATES
Effective use of toll-free numbers can substantially increase advertising response rates. The results of this study, focusing on the use of toll-free numbers in radio advertising, show that an advertisement using a toll-free vanity number (a number that translates into words for easy recall) yields 14 times more phone calls than an advertisement using a toll-free numeric number. Sixty-seven percent of these calls are local calls (originating from the same area code).
|Findings||"Vanity" Toll-Free Number||"Numeric" Toll-Free Number|
|Phone Number:||800-NEW-WHEELS||Phone Number:||800-465-7643|
|Number of Commercials:||33||Number of Commercials:||33|
|Length of Commercials:||60 Seconds||Length of Commercials:||60 Seconds|
|Ratio of Phone Calls to Numeric:||14 to 1||Ratio of Phone Calls to Vanity:||1 to 14|
|Percentage of Phone Calls:||93%||Percentage of Phone Calls:||7%|
Details of Study
Methodology: Commercials were rotated equally throughout the day. Calls were tracked and recorded electronically.
Radio Station: WDHA 105.5 FM - Cedar Knolls, New Jersey
Conducted for: Response Marketing Group - Burlington, Vermont
Conducted by: Michael J. Motto Advertising & Public Relations - Clark, New Jersey
Source: ICB Toll Free News, Judith Oppenheimer