Phone Numbers

One of the oldest tricks in the marketing handbook is to find a number that is easy to remember.  Would adding a toll free number may make sense for you?

An Arbitron study brought to light a simple fact that is rather hard to accept, given the digital world in which we live.  LOOKers simply don’t want to see phone numbers in general.  They are taught not to text and drive or call and drive and in some states, it’s illegal.  It does save lives and reminds us that we need to stop doing it.

Advertisers certainly WANT LOOKers to remember their number, but difficult combinations like 839-2983 are difficult to remember and really easy to transpose.  Yet regularly, it is insisted that the phone numbers be used in designs.  I argue that confusing numbers steal viewing time as they drive by that may be best used for having your brand repeated and message delivered most effectively, which is one of the billboard industry’s strongest attributes to get Top-of-Mind or First-Thought (click) with the LOOKers.  This is most true with digital formats as the message refreshes to a new one in 7 to 10 seconds, while traditionals allow the LOOKers to drive around, park and write down a number.

An advertiser listened to the pitch about phone numbers, then added, ‘we still want to use ours, and really that’s all we want to use’.  Then they disclosed the number, then promptly agreed. While it’s a service none of us every wish to use, nor care to learn about, when we need it, we need it.  No one would forget the number.  1-800-HOSPICE.

Now you can see the impact of a well chosen phone number.  At a minimum you can try to find an 800, 877 or 866 number that ties in to your marketing theme.  Just give your phone provider a call.  It may be worth the real estate on the design in the future.

Share This