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Reply To: Setting up a call center

James Wilson

· More than 50 percent of the long-distance calls in the U.S. are actually toll free calls.
· 90% of Americans say they use toll free numbers.
· More than one-third of Americans estimate that they make 60 or more toll free calls per year.
· Toll free calling generated an estimated $238 billion in annual sales of goods and services in 2001.

800 numbers in print, catalog and online advertising
· 84% of current Internet users search for product or service online in order to make a toll free call purchase.
· Ads featuring an 800 number can generate approximately 44% more orders.
· A Bellcore study reveals that 800 number ads outperform local-number ads by six to one.
· Because telephone buyers use credit cards, they order more merchandise and higher ticket items 95% of the time.
· 58% of magazine ads contain a toll-free number, with 82% using the 800 prefix.
· 34% of magazine ads with toll-free numbers display them prominently, versus only 15% of internet address displays.
· The average phone order from a catalog can be 30% to 70% higher than the average mail order.
· Fund-raising organizations have increased their response approximately 25% by adding an 800 number in commercials, print ads or direct mail pieces.

800 numbers in TV and radio commercials
· 24% of television commercials contain a toll-free number, 91% use the 800 prefix; 57% are vanity numbers.
· Seventy-nine percent of commercials with toll-free numbers display the number prominently.
· Forty percent emphasize the number with a voice-over by an announcer.
· Only 19% of the commercials featuring toll-free numbers are time sensitive (“act now” or “limited time”).
· National advertisers are using vanity numbers more than numeric, and local advertisers use them about half the time.
· The top time slot is late afternoon/early evening.
· 79% of 15 second commercials with toll-free numbers use vanity numbers, as do 75% of 30 second commercials.
· In a TV campaign test of 1 800 PRODIGY versus their numeric 800 number, the vanity number pulled 25% more response, over a 24 hour longer period of time.
· After running 1 800 JEEP EAGLE in tv commercials, follow-up determined that within twelve months of the first call to the number, 50% of callers converted to a sale, buying either a Jeep Eagle, or a comparable brand, concluding that the vanity number triggered more qualified leads.
· In a recent study, radio ads with a vanity 800 number drew 14 times more calls than with a numeric 800 number.

800 numbers for Customer Service
· To decrease returns by as much as 50%, use an 800 number on product literature.
· Companies who take orders by fax realize as much as 40% order increase by having an 800 number publicized.
· Adding an 800 number to your e-mail signature will increase productivity.

September, 2000 Study, “Toll-free Numbers in Television Advertising” by Response Marketing Group
December ’99 – January ’00 Study, “Toll-free Numbers in Radio Advertising”, by Michael J. Motto Advertising
March, 2000 Study, “Toll-free Numbers in Magazine Advertising” by Response Marketing Group
Strategic Telemedia 1999 Market Research Study, “Trends in Toll Free” Toll Free Directory
December, 2001 DRTV article, “Experts Miss the Point About Vanity Numbers”