
Nine Ways To
Generate
More Response
To
Your Toll Free Number Advertising*
Are
you advertising to generate a response by telephone? If so, here
are some general guidelines that can help boost response.
1. Have a firm offer: For free
literature... To order at a 10% discount... For a demonstration...
2. Repeat the Toll Free number
at least 3 times in print ads and direct mail.
3. Display the number for at
least 20 seconds and repeat it verbally as well, in TV
ads.
4. Use boldface type for the
number in text, or reverse the number elsewhere to draw attention
to it.
5. Put the number in large type in
at least one location.
6. Display the number prominently
and/or repeatedly on the business reply card.
7. Use a vanity number for
television radio and billboards. For example, 1-800-PICK-ATT. You
may also use an easy to remember number such as
1-800-842-2000 (these may be more difficult to obtain than vanity
numbers).
8. Make vanity numbers easy to dial
for print ad readers by displaying the numerical equivalent
after or under the vanity number.
9. If your Toll free number is answered during
certain hours or days of the week, show these in
smaller type under your number. You need only show these
where the number is most prominently displayed.
Adaptations of this knowledge base entry appeared
in Target Marketings 1991 Yearbook issue and
in Communications Briefings. It was first published in report form
in resource kits for attendees of Chicago Direct Marketing Days
1991.
*These
are general recommendations. Specific strategies and tactics should
be based on a review of your needs, market and operation. For outside
support, contact Lieber & Associates.
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