Vanity numbers have been shown to boost brand names and company recognition while offering customers free access to products. While the opportunity for customers across the country may not be a concern for every business, some businesses may benefit greatly, as potential customers may be deterred by long distance charges. However, long distance charges can accrue within states, so even a private construction business targeting a six-county area may find an 800 vanity number beneficial.
Choosing a vanity number
When choosing a vanity number, make sure you choose a word or acronym that is clearly and quickly associated with your business and products. Vanity numbers give people a general idea of what your company does and what services it provides. They also make it easy for customers to remember how to contact a company, to call for customer service, to schedule an appointment or refer more business. While ads featuring a vanity number may seem cheap or tacky, people forget numerical numbers quicker than toll free numbers that have to do with the company. More and more businesses are realizing how vanity numbers are special marketing tools that provide name recognition. As long as customers can remember the number and it is toll free, they are more likely to use it.
Convenience
Customers like convenience, and customers also like not saving money. Customers also will be much more understanding about wait time if they are not paying for the phone call. When you need a taxi, it’s much easier to remember “800-4UR-TAXI” than it is to remember a numerical number. Plus, if a customer has to call from a pay phone, he or she does need change to pay for the call.
Not a magical combination…
Some vanity numbers rise above the others, as in the case of 1-800-COLLECT. Numbers such as this one change entire industries. However, in order for a business to succeed, it is necessary to have more than a creative vanity number and an effective advertising campaign. The business itself has to be better than its ads – in terms of customer service, product delivery, product quality and price. A business that doesn’t match up to its boasts will not receive good recommendations. It’s been said that people will tell 15 friends about a bad experience at a restaurant or with a company but only 2 or 3 people about exceptional service, and no one at all about a so-so experience.
But you don’t need to be a Fortune 500 company either…
Vanity numbers can be useful for a small town hair salon or dog grooming service. The consumer market is still out there, and people still like doing business with people in a relatively close area. Almost all vanity numbers are valuable. However, make sure you carefully consider the word or acronym you select. Think long and hard about how you want your company to be presented to the general public. Spell out the company name, product, industry, a short slogan, a service benefit, feature, clever word or phrase.
By Virginia Zignego