“Study results suggest that regardless of advertising formats, companies will benefit from featuring a memorable toll-free number in their advertising campaigns..."
Burlington, VT (PRWEB) July 14, 2011
800response, the leading provider of vanity 800 numbers and web-based call tracking, announced today new independent research that shows consumers have a significantly higher recall rate of vanity 800 numbers over numeric toll-free numbers and URLs when the response tools are featured in advertising campaigns. The independent survey of 1,037 consumers tested recall of vanity 800 numbers, numeric phone numbers, and URLs.
Consumers were found to have higher recall rates of the mnemonic 800 numbers (e.g. 1-800-NEW-RIDE) in both display and broadcast media formats. When presented with advertisements featuring vanity 800 numbers, numeric toll-free numbers, and URLs, consumers showed a 75.4% and 57.6% greater recall rate for the vanity 800 numbers over the numeric phone numbers and URLs, respectively.
“Study results suggest that regardless of advertising formats, companies will benefit from featuring a memorable toll-free number in their advertising campaigns to optimize lead-generation and provide consumers with the avenues they desire in order to contact sales and customer service departments,” according to Laura Noonan, Vice President of Marketing at 800response.
Study data show that after viewing sample ads with a vanity 800 phone number or a numeric toll-free number, consumers have significantly higher recall of vanity 800 numbers as a response tool in advertising.
Survey respondents also find it easier to recall a vanity 800 number over a URL after listening to radio ads featuring both response tools.
When broken down by media type, vanity 800 numbers have higher average recall rates in both visual and audio media formats compared to URLs; 78% higher in print media, and 50.8% higher in broadcast media. Respondents found it easier to recall a vanity 800 number over a URL after seeing a display ad featuring both response tools, with almost 70 percent recalling the vanity 800 number, and just 15 percent recalling the URL. In broadcast media, 64 percent of consumers recalled the vanity 800 number, whereas only 31 percent recalled the URL.
“Study data suggest that companies who list only a URL in their advertising are missing a significant portion of the consumer population who better recall a phone number – vanity or otherwise – to communicate with an organization. The survey data also suggest companies that do not include a phone number in their ads are losing the valuable direct communication with consumers who are looking for live contact,” says Noonan.
About the Study
The purpose of the research study was to evaluate consumer recall of vanity 800 numbers (mnemonic phone numbers that transpose into words on the telephone keypad, i.e. 1-800-GOT-JUNK? ®) compared with recall rates of toll-free numeric phone numbers and URLs when used in visual and broadcast advertisements. To gather the market research data, an electronic survey was distributed to over one thousand opted-in respondents, executed by a third-party research company, Infosurv, Inc. For more information and details of methodology, contact lnoonan(at)800response(dot)com.
800response maintains the widest selection of vanity 800 numbers available today, and offers these dynamic advertising tools to increase response rates and improve ROI for businesses in North America. Services include a sophisticated Call Routing platform, real-time Call Tracking reports, and Call Monitoring services like Call Recording and Missed Call Monitor. For more information, visit http://www.800response.com/news/pressreleases/ or call 1-800-NEW-SALES.
About Infosurv, Inc.
Infosurv, Inc. is a market research firm based in Atlanta, Georgia. Since its inception in 1998, Infosurv has established itself as a recognized leader in the field of online survey research and has provided research and survey services to 200+ Fortune 500 corporations, government agencies, national associations, small businesses, and non-profit organizations. To learn more visit http://www.infosurv.com.
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