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| Case Study 1 |
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| In a January 1999 American field study, a word number was tested in radio advertising against an ordinary numeric. |
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| The number 1-800 NEW WHEELS was tested against 1-800 465 7643. Each ad was identical (apart from the number) and ran for 60 seconds. |
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| A total of 33 ads were run in each category and rotated equally throughout the day. |
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| Calling for a direct response, the ad featuring NEW WHEELS received 14 times as many calls as the numeric ad carrying the same copy. |
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| Case Study 2 |
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| A pizza parlour owner in Boca Raton, Florida was seeking to expand. He decided to join a shared 800 number network (1-888 NEED A PIZZA). |
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| Each network member had exclusive rights to a particular geographic phone code so that when the number was dialled it automatically routed back to the licensee within the originating geographic code. According to Frank Pito, President of Sal’s Pizzeria, his company generated an extra $300,000 per year directly as a result of using that particular word number. |
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| Case Study Snippets |
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| 1-800 DIAL-A-MATTRESS, a start-up venture that began with $5,000 in sales in 1976 today generates more than $80 million annually - without a single store or mall location. |
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"Our Sales have really taken off since we incorporated 800 DUMPSTER into our marketing program. I think the number is so effective because it cuts through all of the advertising clutter."
Jim Rose, Waste Management, Inc. |
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"Since we began running our commercials for 1-800 CAR ON CREDIT on late night TV some five months ago, we’ve been getting an average of 2,700 calls a month! And we’ve been selling one car for every twelve customers that call us..."
Bill Crick, General Manager, Bill Heard Chevrolet. |
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"I get an additional 300 qualified leads per month with 888-A-CAR-LOAN".
Tom Stingley, TNT Financial Services. |
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