1-800 BRAND On Radio Gets
14X's More Calls
Study
Response Marketing Group, Burlington, VA conducted
a study to determine if a radio ad with a 1-800 Brand
gets more calls than a radio ad with a generic toll-free
number.
Method
Michael J. Motto Advertising ran 66 radio ads
for Denville Nissan on WDHA, New Jersey's Rock Radio
105.5 FM. The 60-second ads played on an equal rotation
for the last week of December, 1998. Half of the ads
used 1-800-NEW
WHEELS and half used 1-800-465-7643.
Results
1-800-NEW
WHEELS generated 14X'S
more calls to the same radio ad
than 1-800-465-7643.
Nissan's General Manager, Bobby
Bonser, sums it up, "It's
easy for listeners to remember 1-800-NEW WHEELS . Callers
hear the number on their way to work and remember it
until they can get to a phone."
Simple? Seems like it. Obvious? Not always.
Founded
in 1989, Dial 800 is the leading Exclusive-by-Market
licensor of 1-800 Brands in America. Dial 800 set MCI
up with 1-800-COLLECT. It made history, creating $2
Billion a year in revenue and capturing a 60% dominant
market share of the collect call market. Give us a
call today at 1-800-DIAL800!
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