800 Number Case Study
Memorable Toll-Free Numbers
Impact on Short-Form DR TV/Radio Consumer Response
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Situation Direct response marketers are interested in optimizing their campaigns. This study answers the question: Do memorable
Definitions Memorable toll-free numbers, for this study, are numbers with easy-to-remember digit sequences. Conversely, random toll-free numbers contain sequences that are more difficult to remember.
Methodology Three independent ad agencies ran a/b split tests comparing memorable with random toll-free numbers. The agencies bought short form :60 direct response TV or radio ads. Ad clearances and dollars spent were equitable between the toll-free numbers. Call counts were tracked at the switch level. Dollar results and lead verification was provided by the agencies after the campaigns were over.
Findings Memorable toll-free numbers increased caller response to short- form direct response TV and radio ads between 25% and 69%.
Rationale Findings support the conclusion of research conducted by leading cognitive neuroscientist Stanislas Dehaene. As cited by Malcolm Galdwell in his bestseller Outliers, Professor Dehaene’s research concludes that the average English speaker can recall a memory loop (time to repeat what was heard) that is about two seconds long. Therefore, memorable
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