Six Vanity Phone Number Do’s
December 2006
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Vanity phone numbers, such as 1-800-FLOWERS, can pull more responses and generate more leads when consistently used across channels.
Laura Noonan, vice president of marketing and corporate communications with 800response, a provider of vanity numbers and related services, offers six tips to ensure you’re using your vanity 800-number as effectively as possible.
1. Lather, rinse n’ repeat. We all read the back of shampoo bottles and laugh at the obvious instructions to “lather, rinse and repeat.” But, this is great advice when you think of it in other contexts—ones that may not be so obvious. For example, make sure you feature a vanity phone number in all advertising, throughout your various media channels. And, when you are using your vanity number in broadcast (DRTV and radio), repeat the number at least three times—in the beginning, in the middle and as the last bit of information to finish off the commercial.
2. Say it loud and proud. Put your phone number on everything. Make sure people know how to contact you. Use it in all of your advertising. Radio, print, television, billboards, collateral materials, even on your Web site. Think big, think branding. Using your vanity number on all marketing materials and in all advertising campaigns delivers consistent messaging and ensures that the number will pull more leads and sales.
3. Say it in a song. Everyone loves a good jingle. And, they have been proven to stick with people. Using jingles in radio and television ads have been hugely successful for businesses in food, package goods and even the automotive industry. They create an emotional connection with consumers. And, they can last for years (as long as they are not too cheesy or annoying). The cost of creating one jingle has HUGE pay off if you use it to brand your business, run it in all broadcast ads and increase your leads and sales as a result.
4. More is more. Give your advertising campaign and direct response tool (remember we’re talking vanity phone numbers here; trackable vanity 800-phone numbers) a chance. Run a moderate to heavy ad schedule. If it is a radio ad, run on several stations that target your audience, and run the ads at least several times a week on each station. Same goes for television and print. The more impressions you provide the better the retention rate by your audience.
Laura Noonan, vice president of marketing and corporate communications with 800response, a provider of vanity numbers and related services, offers six tips to ensure you’re using your vanity 800-number as effectively as possible.
1. Lather, rinse n’ repeat. We all read the back of shampoo bottles and laugh at the obvious instructions to “lather, rinse and repeat.” But, this is great advice when you think of it in other contexts—ones that may not be so obvious. For example, make sure you feature a vanity phone number in all advertising, throughout your various media channels. And, when you are using your vanity number in broadcast (DRTV and radio), repeat the number at least three times—in the beginning, in the middle and as the last bit of information to finish off the commercial.
2. Say it loud and proud. Put your phone number on everything. Make sure people know how to contact you. Use it in all of your advertising. Radio, print, television, billboards, collateral materials, even on your Web site. Think big, think branding. Using your vanity number on all marketing materials and in all advertising campaigns delivers consistent messaging and ensures that the number will pull more leads and sales.
3. Say it in a song. Everyone loves a good jingle. And, they have been proven to stick with people. Using jingles in radio and television ads have been hugely successful for businesses in food, package goods and even the automotive industry. They create an emotional connection with consumers. And, they can last for years (as long as they are not too cheesy or annoying). The cost of creating one jingle has HUGE pay off if you use it to brand your business, run it in all broadcast ads and increase your leads and sales as a result.
4. More is more. Give your advertising campaign and direct response tool (remember we’re talking vanity phone numbers here; trackable vanity 800-phone numbers) a chance. Run a moderate to heavy ad schedule. If it is a radio ad, run on several stations that target your audience, and run the ads at least several times a week on each station. Same goes for television and print. The more impressions you provide the better the retention rate by your audience.
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