Big companies like FedEx, UPS and FLOWERS® started using custom numbers 800 years ago. If vanity numbers didn’t do very well, do you really think these companies would continue to use them? Unlucky.
Here’s a quick quiz… what is the 800 number for FTD Florists? Did you know it was 800-SEND-FTD? Good, but not as good as the memorable 1-800-FLOWERS.
Tips:
Avoid numerical hybrids
1-800-666-EYES is not as valuable as 1-800-CONTACTS. People can remember words, not numbers. A hybrid quickly becomes 1-800-something-EYES for the potential customer. A hybrid may be easier to acquire, but try to get creative with a full word.
Don’t limit yourself to 7 digits. Many good personalized numbers use extra digits (notably 1-800-MATTRESS “and leave the last S to save!”)
You will have to be creative. If you have a Dish Network installation business, you can start with a central word like DISH and add prefixes or suffixes to get a memorable number (for example, 1-800-GET-DISH, 1-800-NEW-DISH, 1- 800-DISH-NOW).
800 and 888 vs. 877 and 866
Whenever possible, try to settle with a custom 800 number. It’s by far what the public knows about. (Though these are getting harder to come by!) When that’s impossible, 888 is the second best. Although it is not as good as the 800, it is better than the 877 and 866.
Choice of vanity name
Select a number that describes your industry (800-GOLFERS, 1-800-HEARING, 1-800-INSURANCE) or describes/reinforces the marketing message you are trying to convey (Fabulous Cruise Vacations: 1-800-FABULOSO). Avoid spelling out your business name unless you are sure everyone knows your business name. Stewarts Lawn Care is much better off with 1-800-LAWN CARE than 1-800-STEWART (which could be just about anything, eg Stewart’s Root Beer, which has over 60 locations in NJ, MD, KY, OH, WV and PA.)
orthography
The number should be easy to spell. Avoid using the letters “Q” or “Z” as they have only recently been added to newer phone keyboards.
Marketing/Branding
Don’t be selective about the use of your new personalized number. Make it the gateway to your business for everything the public sees or hears. There’s a reason everything 1-800-GOT-JUNK does puts the 1-800-GOT-JUNK number on it (website, trucks, etc.). Same goes for Fed Ex with 1-800-GO FEDEX, they know what your value is to them.
By following these simple tips, you’ll be well on your way to great advertising execution with a Vanity toll-free number!