Hi everyone, as some of you might know I have been in business for a year now, and after a discussion with Dan Sawatzky I think that I am going to change my business name from Affordable Signs to something else undecided at the moment. I was thinking about a new identity and my wife suggested that I also try to get a new phone number, with the last four digits representing the word SIGN. I called up my cell phone provider and asked them how you go about getting a number representing a word. They said that it is usually a long shot that the number is available but they would check for me. Anyways the guy comes back and says its your lucky day we have the number 999-SIGN available, but the only catch is that we now have 10 digit dialing in the area and this number has the new area code and not the one thats been around forever in the Vancouver area. So I switched my number to 999-SIGN I then called up that number using the old area code and told the guy my story and he said if anyone accidentally calls his number he will inform them that they need to dial the new area code. What do you guys think, is it worth going from a regular number that is harder to memorize or an easy number with a new area code. I figured that when someone looks at my truck the 999-Sign is pretty easy to remember, then all they have to do is remember the three digit area code.
Posted by Michael Boone (Member # 308) on :
not a bad idea... but its a gimick your best advertising would be quality work I never liked letters for a phone number its just one more reason to have to pay attention reminds me of phone menu
Posted by Harris Kohen (Member # 2139) on :
think about it this way. do you enjoy it when you hear "call 1-800 mattress" now it is on you to figure out what the digits are. wouldnt it be much easier if the number was "1-555-555-3100" or something like that.
A local number is always more enticing to a local customer.
[ February 10, 2005, 08:51 PM: Message edited by: Harris Kohen ]
Posted by Don Coplen (Member # 127) on :
There's been studies done that show that the phone number thing doesn't work.
When somebody wants a sign, they'll look your number up. Don't count on a store owner memorizing the number for a sign.
I'm not sure what advice you'd like, though. Didn't you already do it?
Posted by Dan Sawatzky (Member # 88) on :
As you know our business is a little different than most... but our phone number isn't a big deal. It isn't even on my truck or box trailer. I use our web addy instead.
In my mind I want to refer them to a place where they can see what we do. I also mwant to blow their socks off with what MIGHT be possible.
Since our business is so much about whay you SEE the web is the perfect place to do it!
The name of the business is more important in my opinion.
Even so, the number you have is cool!
-grampa dan
Posted by Jon Aston (Member # 1725) on :
I haven't seen the studies that Don is referring to, but I will say this:
Words are much easier to remember than numbers - for most of us, I think - and 999-SIGN is kinda catchy (it rhymes) which might make it more memorable.
Can't you hear the radio ad (complete with jingle) on one of those "all news all the time" radio stations?
I'm picturing a logo with a playing cards theme.
And I bet 999-SIGN.com is probably up for grabs, too.
I think it could work...but it's your money.
The smart money says you should concentrate your early energies on developing your competitive strategy based on a well-differentiated business concept for providing your prospective clients with exclusive benefit(s)...then pick a name that fits the strategy.
But what fun is that? Way to much work for most people.
Ultimately, Boone is right, of course.
Posted by Curtis hammond (Member # 2170) on :
Mnemonic Phone Numbers
There is a beleif that using words for phone numbers is a great way to advertise. Or a great way for ppl to remember your number. There is some that beleive it works for some. There is other data that says it does not work at all for others.
There is work that says 800 vanity numbers are strong if used properly and managed correctly in TV or Radio coverage. People had a hard time remembering just the numbers. So they added in a word. Prodigy was a pioneer in this usage and seemed to do well using it,,
However, that data often is mistakenly moved to local numbers. Local bizzes do not have the marketing power to make it work well.
The companies that use vanity numbers as a marketing gimmick are the one who say it works the best. Verizon uses them as a way to get on their service. Give you a vanity number with your phone.
The consumer that do not know you and must decipher the alpha's say they hate it most.
The truth is somehwere in between. And the more successful are those with deeper pockets. Such as 800 THE CARD. A credit card company (do you know which one)
I saw some studies and seem to show that alpha numeric numbers cause more probs than they are worth. I do not recall the percentages but I was surprised to see how high the rejection was..
Some reason listed were.
More letters a customer dials gets frustrating and gives up. Or makes a mispell in dialing and gives up.
More people are calling from their car via cell phones. Some cells dont have the alphas and those that do have them so small are nearly useless.
Some land phones do not have the alphabet on them. Some have the alphas but are so small they cannot be seen. Some people simply will not call an alphanumeric because it is an obstacle. They do not wish to stop and translate them letters into a number. Most people can press the numbers unseen, but cannot do that with the alpha's
Some people do not like gimmicks. Phone numbers are traditionally numbers, Not letters..
BUT, a big reason not to use VANITY numbers is that NOT ALL PHONES have the same number and letter combinations.
There is an ANSI standard that more phones are using. But, this is not guaranteed.
So, it seems that big bizz using these numbers with a TV or RADIO ad worked beucase it helped an impluse caller retain the number longer.
It did not help the smaller bizzes and more often at times hindered the caller.
So the one exception where it was helpfull is if useing an alphanumeric,, put the numbers close by or right under. This point is made on numerous phone advisers lists.
Posted by Michael Berry (Member # 2604) on :
After reading Dan's response, it occurred to me that phone numbers on vehicles are pretty small or not present. Case in point, a good friend of mine owns a very successful wrecker service, not a single truck has his phone number on it, just the name of the company & the city/state. Just another great day, I learned something new!
Posted by Barry Branscum (Member # 445) on :
Aren't you afraid people will want an "affordable sign" for $9.99?
[ February 11, 2005, 12:01 AM: Message edited by: Barry Branscum ]
Posted by Sheila Ferrell (Member # 3741) on :
Gee Cu'tis . . .that was an extensive & informative diatribe against the use of gimmick call letters . . .
Julio . . .do you HAVE to change your phone number when you change the name of your business??
Because I'm thinkin' when you change that name, which you have come to realize is comparable to the difference between a fast food and a fine steak house, . . .I think you are going to get the higher end work.
I would even consider sending out flyers and a newspaper full-page promoting the name change with an exciting statement about the new direction you're going . . .also mail to the customers you want to cull out and move away from. It would be a nice way of explaining that prices are going up by illustrating the idea in a positive way that you don't wanna do 'affordable' signs anymore and they now have the opportunity to either choose to spend more and get more by you and your new direction, or start looking for their 'affordable signs' somewhere else, which won't be any 'skin off your teeth'.
Who knows . . . after the new name brings you higher-end customers, might want to have 'QUALITY' for your new number . . .
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