Marketing Pieces and Vanity Numbers

When obtaining new vanity numbers, many organizations question which of their marketing pieces to feature them on. The answer is definitely all of them! If you have multiple vanity numbers for different marketing strategies and campaigns, of course, they should be used appropriately, but you should have at least one main constant toll free number that is displayed on all of your communications.

It's well known that vanity numbers will dramatically increase response rates and closing ratios on a variety of marketing pieces, including direct mail and display advertising. But your use of vanity numbers certainly shouldn't end there. Utilizing vanity numbers throughout your website is key for closing new business and minimizing complaints and returns. Do not just have your toll free number hidden on your contact page. It should be splashed across every page as either part of the header or side bars.

Possibly the most overlooked uses for vanity numbers are on business cards, letterhead, fax covers, and in email signatures. These marketing pieces are the most likely places clients will look for your contact information when wanting to reach you for future needs or referring you to others. Besides the obvious credibility and brand strength offered by this application of vanity numbers, a perhaps more important reason to use vanity numbers on your marketing pieces is the transience of employees. Employees come and go all the time. If business cards, email signatures, and other marketing pieces have only the employee's direct personal contact numbers on them, but the person no longer works for you, you face losing repeat customers and referrals to the competition. But if these pieces feature your vanity numbers, your chance of retaining clients is much higher, no matter your employee turnover or even if you relocate your offices. Make sure you have templates created for business cards, email signatures, and all stationery that include your vanity numbers as the primary business phone numbers and reinforce the importance of these templates, marketing pieces, and vanity numbers with all of your staff.

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