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Phone Names: Case Study

Posted by admin - 26/02/09 at 02:02:13 pm

Client: Harvey Norman Holdings Ltd
Outline of case study

Our company conducted side-by-side testing of a phone name v a phone number for our client Harvey Norman Holdings Ltd. The objective was to assess the impact of a phone name v a phone number – with all other variables being held constant.
Methodology

Two identical radio ads were produced. The only difference between the two ads being the ‘call to action’ used at the end of each ad. The first ad used a regular 1300 phone number – 1300 628 678. The second ad used the phone name 1300 THE BYRON.

The two ads were run in even rotation – with identical media weights – over a seven day period on two Sydney radio stations.

The calls and bookings through the phone name and phone number were tracked for the seven day campaign period and for the seven days after the completion of the campaign.
Results

In the week of the campaign, the ads with the phone name generated three times more calls and bookings than the ads with the phone number.

* The phone name provided a 300% increase in response rates.
* The phone name reduced the cost of generating each sales lead by 66%.

In the week after the campaign, the calls to the phone number stopped almost immediately. While calls to the phone name kept coming through – further increasing the ROI on the advertising activity and reducing the cost of acquiring each lead.

Results