Newsletter ArchiveSUBJECTs:Toll Free Study - Don't They Get It? The Internet 800 Directory - http://www.inter800.com The Internet 800 Directory Newsletter This issue is for Friday, September 13, 2002 Table of Contents 01. Toll Free Study 02. Don't They Get It? 03. Tip Of The Week *01 New Toll Free Study Laura Noonan, Vice President of Response Marketing Group sent us some information about their latest toll free study. Their study contains information that I felt could be useful to our readers, so with Laura's permission I am passing it along in this week's newsletter. ---------------------------------Begin ----------------------------- Vanity phone numbers recalled by 58% of consumers, majority do not recognize 888, 877, 866 exchanges as 'toll-free' (Burlington, VT) - A new study conducted by Response Marketing Group documents consumers' ability to retain toll-free numbers used as a direct response mechanism in radio advertising. The results confirm the value of vanity numbers as an advertising response tool and highlight the extent to which consumers continue to associate 'toll-free' with the 800 toll-free exchange. The results show that vanity numbers (numbers that spell words, like 800-NEW-SALES) offer significant advantages to advertisers. After listening to a radio spot only one time, 58% of the subjects could recall a vanity toll-free number. This compared favorably with 'hybrid' numbers (combinations like 800-639-HOME), which were recalled by 44% of subjects, and especially numerics, which only 8% of respondents could remember. The impact of particular toll-free exchanges on number retention was also measured. While 58% of respondents could recall a vanity number using the 800 exchange, numbers from the newer toll-free exchanges - 888, 877, 866 - could be recalled by only 41% of the subjects of the study. 'Telephone Number Recall in Radio Advertising' also measured consumers' recognition of the 800, 888, 877, and 866 exchanges as 'toll-free'. While 95% of subjects recognized the 800 exchange as toll-free, this trailed off for the newer toll-free exchanges. The 888 exchange, which has been in use the longest of the three new exchanges, was still not recognized as toll-free by 20% of the subjects. Recognition diminished dramatically for the newer exchanges - '877' was not recognized as toll-free by 67% of subjects, and 82% did not recognize '866' as toll-free. Study Finds Consumers Retain Vanity Numbers "This is a groundbreaking piece of research," said Laura Noonan, Vice President of Marketing at Response Marketing Group. "From our own experience, we know that people hear 'toll-free' and instinctively dial '800', even when the number uses one of the newer toll free exchanges. We also wanted to quantify how people retain numeric, hybrid, and vanity numbers in a real world, advertising context. This is the first study that specifically examines these questions, and the findings are of considerable interest to anyone using vanity and toll-free numbers as direct response tools." Response Marketing Group has been providing interactive marketing and telecommunications services since 1990. The principals of Response have over 30 years experience in the industry and are continually developing new and innovative ways for businesses to market their products and services. Laura Noonan, Vice President of Marketing Response Marketing Group lnoonan@800response.com http://www.800response.com ----------------------------- End ----------------------------- If you have any thoughts or ideas you would like to share, please send them to Chuck Arning at chuck@inter800.com We're Talkin' Serious" Bone Suckin' Sauce ! Winner: "Battle Of The Sauces." Created in true western North Carolina style. Tomato based all-natural, sweetened with honey and molasses. Order your Box of six today for $39.99 +s/h. Toll-Free 1-800-446-0947 or online http://www.BoneSuckin.com *02 Don't They Get It? After watching about all of the heart-rending television that I can handle about 9-11, I am more confirmed in my belief that Americans, and people around the world in general, will come to the aid of others. It took me, however, into a deeper, more somber realization that others, in fact, millions of others, do not believe a word that I am writing, or they believe it as true in the absolute reverse. Do not underestimate this point: The Al-Qaida believes in their right and their God-given approval of their actions as we do of ours in reprisal. Since this newsletter is not, and cannot by design, be of a political nature, I will leave it at that, but I must segue back into the ongoing ethics issue that I simply cannot avoid. There is a word in the English language that I love to hear and would covet as my own, should someone use it as a description of my character and actions. That word is INTEGRITY. Today I received a phone call from a very important entrepreneur with whom I have been close for over 20 years, who essentially told me that he was not going to do what he had said that he would do, consistently, for several years. I actually wasn't all that shocked because after a few years, maybe even an idiot would get a hint. What disturbs me is that how can a major leader in a multi-million dollar industry commit to things which he has no intention of performing. Does he just think that this is acceptable business practice because he has done it that way for 20 years? Is that practice so imbedded into his philosophy that he has no personal INTEGRITY? Is the old phrase, "My word is as good as my bond.", a joke ? Something that we can laugh about at the guys that just fell off the turnip truck? Maybe. You see, from my point of view, this guy is now worse than the CEO crooks who used insider information and stock options and bail-outs to get rich. They were simply driven by greed, which is insidious to say the least. But this guy used human trust and compassion to manipulate for his own good. He violated two of the things that hold us together as human beings and in business - trust and honesty. Which is the greater sin - stealing from people, or dishonoring one's own word, and justifying it in one's own mind? I don't know. But I know I can't justify the latter. Don't they get it? Steve Jackson saj@inter800.com I'd like to call attention to 2 more customers whom have been with us since the Internet 800 Directory went online in January 1996. Chicago Gourmet Steaks, http://www.chigourmetsteaks.com/, (which has been an absolutely delicious customer) and Adventure Inn Villa Rentals, on Hilton Head Island, http://www.hhislandsc.com/, (which has been an absolutely lovely customer). Vegas Vacation has the best rates on Las Vegas Hotel Rooms. Don't make a reservation without calling us first! Call 800-637-6442 or visit our ad in the Internet 800 Directory: http://inter800.com/02281174.htm Tip of the Week In Excel, to quickly copy all contents of a cell directly to the one below it, select the cell that will receive the copy then click (Ctrl) D, to the right (Ctrl) R. Another way, in reverse: To copy the contents from a cell directly above the active cell, pres (Ctrl) ('). This also copies any formulas that are in that cell. If you have any tips or shortcuts that you think the readers of this Newsletter will find useful, send them to sjackson@inter800.com Banners? Pay-per-click? Why not target your market with links or information placed in relevant content? The Internet 800 Directory Newsletter offers direct access to business people who are interested buyers. Advertising: Information on how to sponsor this publication: Call 800-299-1879 Thanks for taking the time to review our newsletter for this week. If you know of anyone that might benefit from receiving this newsletter, send them to (http://www.inter800.com/news800/ ) where they can subscribe. All Contents Copyright ©1995-2002 The Internet 800 Directory Subscribe To The Newsletter: |