Using Memory Theory to Increase Inbound Results

Not all toll free numbers are created equal because the ability for consumers to recall individual numbers depends upon such variables as their numerical sequence, how they are called out, and the ease with which they are remembered. Short-term working memory has specific attributes. Most consumers, for example, can hold small amounts of information in their memory if they are in an active, readily available state – in other words, paying attention, for example, to a commercial for a short period of time. In such scenarios, the opportunity to rehearse for the purposes of memorization is absent. This would of course be the case with a short-form television or radio spot where the information is coming at the consumer rapidly. In fact, research[1] suggests that the average person can store a memory loop that lasts approximately two seconds – not a lot of time to recall a sequence of 10 digits, the number of digits in a seven digit number combined with its three digit prefix.

Yet recent research shows that so-called numerically memorable numbers, that is, those that contain numbers that can be grouped together such as “one thousand” or “three-three-three” outperform random sequences of numbers by 20, 30, even 50 percent or more.  The explanation for this can be found in the concept of chunking theory. According to Wikipedia, “in cognitive psychology and mnemonics, chunking refers to a strategy for making more efficient use of short-term memory by recoding information.”  In a famous paper on the subject entitled The Magical Number Seven, Plus or Minus Two: Some Limits on our Capacity for Processing Information published in 1956, author George A. Miller theorized that individuals can recall more information on a short-term basis when it is grouped or “chunked.”  Miller theorized that the ideal number of objects a human is able to hold in working memory is seven, plus or minus two.

Dr. Nelson Cowan, Professor of Psychology at the University of Missouri refined Miller’s research further in an article that appeared in Current Directions of Psychological Science (2009). Cowan posited that the actual number of objects a human can hold in working memory is actually three or four. This explains in part why certain toll free numbers are more effective: they are chunked into groups that are easy to assimilate and recall. For example, in the comparison below, the RapidRecall number on the left contains three chunks compared to the random number on the right, which has six:

Recent head-to-head tests of memorable toll free numbers have garnered inbound response increases of 25 to 69 percent from short-form television and radio direct marketing campaigns; a remarkable uptick owing to the ease with which such numbers can be recalled by consumers.  By applying memory theory to the use of memorable toll free numbers, coupled with the voice over reads optimized for memorableness, direct marketers and their agencies can sieze an enormous advantage with very little additional effort or expense.

[1] Malcolm Gladwell, “Rice Paddies and Math Tests”; http://www.gladwell.com/outliers/outliers_excerpt3.html