THE DEALER PROFIT CENTER

Consumers Respond Favorably to
Toll-Free Advertising

Consumer are using toll-free numbers and consumer polls show that the telephone is still the favored purchasing channel for 45% of consumers. Dealer prospects use toll-free phone numbers for a variety of reasons – to contact customer service centers, make purchases, and research future purchases.  With consumer reliance on toll-free 800 numbers to contact dealerships, these response tools will remain a key component in dealers’ advertising campaigns to reach consumers and generate response.

Which is better? Vanity 800 Numbers vs.
Numeric Toll-frees
A recent study examines consumer recall of vanity 800 numbers (i.e. 1-800-NEW-CARS) compared with numeric toll-free numbers when used in visual and broadcast advertisements.  The study findings prove that dealers can expect up to an 84% improvement in consumer recall rates when they feature a vanity 800 number rather than a numeric toll-free number in visual advertising media (i.e. TV, billboards and magazines).

A recent study examines consumer recall of vanity 800 numbers (i.e. 1-800-NEW-CARS) compared with numeric toll-free numbers when used in visual and broadcast advertisements.  The study findings prove that dealers can expect up to an 84% improvement in consumer recall rates when they feature a vanity 800 number rather than a numeric toll-free number in visual advertising media (television, billboards, magazines).  A second portion of the study focusing on radio advertisements (television, radio) shows that consumers are nine times more likely to recall a vanity 800 number compared to a numeric toll-free phone number. 

Results from a third part of the research, demonstrating a Yellow PagesTM comparative, show that when given a choice, the majority of consumers prefer to dial a toll-free vanity 800 number when calling a local business.  And, a fourth portion of the study confirms that 800 is the most widely recognized toll-free prefix among consumers, with a 94% recognition rate.

Findings - Recognition of Toll-free Prefixes



The 800 prefix is the most widely recognized prefix, with 94% of consumers identifying 800 as roll-free versus just 70%, 56% and 55% recognizing the 888, 877 and 866 toll-free prefixes respectively.

Findings for both Visual and
Audio Media formats
Vanity 800 Numbers Improve Recall Rates in both Visual and Audio Media Formats. A majority of consumers prefer to dial a Vanity 800 Number to Reach a Local Business. After viewing an image that simulated a Yellow Pages advertisement, survey data shows that almost 58% of respondents chose a vanity 800 number as the preferred method to reach a local business.  The results further showed that when vanity 800 numbers are used in visual media campaigns (i.e. TV, billboard, print) dealers can expect to see an 84% improvement in recall rates over numeric phone numbers – as observed with the following statistics:

• 65% of survey respondents correctly recalled a vanity 800 number.
• Only 31% (or half) of respondents correctly recalling a numeric 800 number, in otherwise identical ads.

A second test of phone number recall was executed through an audio file, simulating a radio advertisement.  The comparison shows that a radio ad featuring a vanity 800 number yields a 9 times higher recall rate compared to a radio ad featuring a numeric toll-free phone number. 

• 72% of respondents correctly recalled the vanity 800 number.
• Just 5% correctly recalled the numeric toll-free phone number in otherwise identical audio clips.
  

Conclusion
The results of this study confirm the overwhelming value of using vanity 800 numbers as consumer response tools over numeric toll-free numbers, particularly in visual and audio media, such as television, outdoor, print and radio advertising. Not surprisingly, consumers have higher recall rates of easy-to-remember vanity 800 numbers in both visual and audio media formats. When presented with advertisements featuring vanity 800 numbers, consumers showed an 84% improvement in recall rates for visual media, and a 9 times higher recall rate for audio media. Therefore, it can be expected that advertisers will continue to use vanity 800 numbers as branding tools in their advertising in order to resonate with consumers, increase leads, generate higher response rates, and stand out from their competition. Study data also demonstrates that the vast majority of consumers continue to associate the 800 prefix with toll-free, and their preferences for dialing an easy-to-remember vanity 800 number when reaching a local business in their market.

Knowing that consumers more easily recall vanity 800 numbers in multiple media formats, that businesses prefer the telephone as a means of communicating with customers, and that 58% of consumers prefer to contact a local business by dialing a vanity 800 number, demonstrates that dealers will gain a competitive advantage by obtaining a vanity 800 number, which is the strongest consumer response tool available according to recognition and recall rates.