Radio is one of the most popular forms of media today with over 13,800 radio stations reaching 94% of the U.S. population every week. And, according to a recent study, Tollfree Numbers in Radio Advertising, listeners are more likely to respond to a radio ad that lists a vanity 800 phone number (e.g. 800-NEW-CELL) than an ad with a numeric tollfree number.

Creative Broadcast Concepts, Inc. and Grieger's Chrysler Dodge Jeep joined 800response to test the effect on response rates of placing different types of phone numbers in otherwise identical ads. The radio study analyzed the use of a vanity 800 number (800-TRADE-NOW) versus a numeric 800 number (800-954-2828) as the direct-response method.

The resulting response rates showed a notable difference when using a vanity 800 number, with 58% more calls going to the ad featuring 800-TRADE-NOW than the ad listing the numeric tollfree number.

"Radio is a critical component of advertising plans for most of our clients. It is highly targeted and easily tracked. The study shows that more calls rang into the vanity 800 number during the radio test. This proves to us that not only are vanity 800 numbers effective for the radio medium, but that businesses are missing out on potential sales when they advertise with a straight numeric phone number," says Bill Park of CBC, Inc.

According to the Direct Marketing Association (DMA), direct marketing expenditures will continue to rise and boost the economy through 2007. As companies continue to use direct marketing as a way to reach consumers, effective response mechanisms remain critical to a healthy return on investment. Incorporating vanity 800 numbers in ads can substantially raise advertising response rates – by as much as nearly 60%, as evidenced in this study.

To learn more about how wireless vanity 800 numbers can increase your sales,  contact us.