Direct Marketing, Mail Order, and E-commerce News from the National Mail Order Association

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Five Tricks to Getting Higher Response Rates to Advertising
 
Advertising and media channels are ever-changing. This makes finding the right advertising mix a moving target. All the while, many businesses still rely on their sales teams, gatekeepers and receptionists to track where their leads are coming from – not the best way to accurately measure advertising response in an increasingly complex advertising environment.
 
Advertising and media channels are ever-changing. This makes finding the right advertising mix a moving target. All the while, many businesses still rely on their sales teams, gatekeepers and receptionists to track where their leads are coming from – not the best way to accurately measure advertising response in an increasingly complex advertising environment.

To effectively track response rates your advertising needs to include a response measuring tool. There are several out there, and some are easier to implement than others.

Here are five tricks to easily ensure that you will be able to track your ad response, and hone your marketing efforts to generate more leads and sales.

1. Include a Timely Offer and Strong Call to Action
Give people a reason to call you and get them to act fast! Include an offer that will make prospects and customers call you right away. Put a deadline on a current promotion, or tell them what they will get right now from your service. For example: “Call 1-800-NEW-FLOOR to receive $100 off your first order.”

2. Use a Phone Number as the Direct Response Tool
It is imperative to the success of your business to give people an easy way to contact you at once after hearing a commercial, viewing a billboard, or watching TV. The best way to do this is with your phone number. Getting someone to call means you are one step closer to making a deal. By offering a phone number, you are offering a one-on-one customer experience - giving prospects a direct route to your selling team.

3. Feature a Vanity 800 Number as the Direct Response Tool in all Ads
The phone number will not be much help if folks cannot remember it (really, who has a pen handy when hearing a radio ad, or seeing a billboard?). Get a vanity 800 number, and make it memorable, like 1-800-NEXT-HOME. A vanity 800 number that relates to your business, in this case real estate, will assist in reinforcing your brand, delivering a consistent message, and will always give consumers the ability to contact you immediately (and is also great for word-of-mouth referrals). Plus, someone who hears your radio ad featuring 1-800-NEW-HOME may be looking for a house three months down the road. They will recall your vanity 800 number from the radio ad and call you before they call your competition!

4. Prominent Placement of your Direct Response Tool
Feature your vanity 800 number prominently on the screen, and leave it there throughout a television commercial. Mention it at least three times in a radio ad, and make it the focal point of a print ad. Make sure it is easily heard and understood – visible and easy to read – and your ads will pull higher response rates.

5. More Impressions will Pull More Responses
One-off ads will not work. Make sure you (or your agency if you use one) have a moderate to heavy ad schedule, whether it be radio, television, print, outdoor, or a combination of many of these channels. Buying more time or space will decrease the cost per ad, and your vanity 800 number will increase your ability to generate leads and sales. Delivering a consistent message multiple times will ensure consumers remember you.

Finally, if you can find a vanity 800 number that correlates with your business type, for example a real estate agency and 1-800-NEW-HOME, or an auto dealership and 1-800-NEW-AUTO, then snatch it up quickly! These numbers are rare – and hard to come by. They can cost your business as little as a few hundred dollars a month, and they can increase your incoming call volume two or three-fold. And, we all know that more calls equals more opportunities for sales.

Laura Noonan is Vice President of Marketing with 800response. For additional information on increasing advertising response rates visit www.800response.com .

800response is the premier provider of vanity 800 service and offers the broadest selection of Custom 800 numbers available today. Custom 800 numbers enable businesses to maximize advertising budgets; build a database of leads; access demographic information on callers; allocate sales staff based on call patterns; and analyze ad campaign results. Services include a sophisticated Call Routing platform, Call Recording, and real-time Call Tracking reports that provide invaluable demographic information to customers. For more information call 1-800-NEW-SALES.

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