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In South Africa, where Word Numbers are relatively new, our clients have experienced an increase in calls generated in the past 12 months by 160%. Everyday, whether it be print, radio or television, more and more South Africans are being exposed to Word Numbers. Our subscriber to 0861-PLUMBER is currently generating in excess of 1500 calls a month having literally doubled in the past 6 months.
Overseas Experience
During June and July of 2004, Australian advertisers commissioned side-by-side testing of Word Numbers
vs. traditional phone numbers in TV and radio in two markets. It was found that on average, the ads with
Word Numbers generated nearly three times more calls than the ads with phone numbers: a 290%
increase in response rates. These result mirrored similar case studies from the USA and the UK.
Source: Phone Name Marketing Australia, June/July 2004.
Statistics from the US, where Word Numbers have been in use for over 30 years:
+ A memorable Word Number can increase advertising effectiveness by 300%, and boost sales by
between 30% and 200%.
+ Word Numbers can generate 6 times more response in print advertising and 14 times more responses
in radio advertising.
+ 90% of Americans say they use Word Numbers frequently, 60 or more times a year. Additionally, 71% of
adults have purchased a product or service using a Word Number.
Research from the UK has found that Word Numbers are popular because:
+ 60% of people surveyed do not keep a list of supplier numbers.
+ 83% of people take more than a minute to search for a number.
+ 86% of callers who are familiar with dialing Word Numbers find it easier than numeric numbers.
+ Only two out of 10 people surveyed recalled traditional telephone numbers
Sources: December, 1998 DRTV article, ‘Experts Miss the Point about Word Numbers’; Individuals, Inc.,
PR Newswire, Alliance for Telecommunications Industry Solutions
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