In
the USA, where the concept has been used for more than thirty years
extensive market research has been carried out into the effectiveness
of promoting a PhoneWord rather than a Phone number.
The following highlights
a number of key points:
PhoneWords
are 14 times more effective than traditional Phone numbers.
Mainstream marketers have confirmed that when a PhoneWord is
combined with an advertisement it triggers more qualified leads.
An easily memorized PhoneWord can increase advertising effectiveness
by 300% and boost your overall business sales by as much as
30% to 200%.
86% of those who are familiar with dialling PhoneWords find
it easier than dialling Phone numbers.
In January 1999 a specific study into radio advertising revealed
that 14 times more calls where generated in response to the
same ad that was aired featuring a PhoneWord, than when it was
aired featuring a plain Phone number.
Local advertisers use Phonewords at least half the time in all
media.
79% of all 15 second radio commercials used Phonewords.
75% of all 30 second radio commercials used Phonewords
UK
Research
from the UK has found that Phonewords are popular because:
60%
of people surveyed do not keep a list of supplier numbers.
83%
of people take over 1 minute to search for a number.
86%
of callers who are familiar with dialling Phonewords find
it easier than numeric numbers
83%
of people surveyed who remembered 0800 SAVINGS did so because
it was easy to remember and spell
Only
3 out of 10 people surveyed recalled traditional telephone
numbers
Sources
inter800.com
Toll Free Directory
ESA Market
Research 2001
Strategic
Telemedia 1998 Market Research Study, "Trends in Toll
Free"
December,
1998 DRTV article, "Experts Miss the Point About Vanity
Numbers"
March,
1999 Study, "Toll-free Numbers in Magazine Advertising"
by Response Marketing Group
September,
1998 Study, "Toll-free Numbers in Television Advertising"
by Response Marketing Group
December
´ 98 January ’99 Study, "Toll free Numbers in Radio
Advertising", by Michael J. Motto Advertising
Individuals,
Inc.; PR Newswire; Alliance for Telecommunications Industry
Solutions
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2005 www.Ozeedial.com.au
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