5. Brand, brand, brand. When you decide to invest in a vanity 800-phone number, get one that ties into your product or service.
6. Test and track. Create two separate ads using the same creative elements, just switch up a toll-free phone number for a vanity 800-number in one of the ads. Then track the response you get from each ad. It has been proven that people will remember a vanity phone number (one that spells something, like 1-800-PICK-UPS) in a radio ad 14 times more than they will remember a numeric number. So you will be able to test ad campaigns, specific media channels and find out which ones in your local media/advertising market are best for your success.
Laura Noonan is vice president of marketing and corporate communications at 800response. For more information: www.800response.com.
