“Freephone numbers increase the response to adverts”
Right? Or Wrong?
It seems like the majority of the marketing departments of our great UK companies think that they do. When I look in my Yellow Pages, and turn to insurance or banking, there’s an avalanche of 0800 numbers. They are all over the place. But have all these so called ‘expert marketeers’ got it wrong? I think they might.
My daughter’s 21, bright as a button, wonderful personality (just like her Dad) and studying at Leeds University. And I would imagine that she’s exactly the type of customer the giant insurers and bankers want to get hold of. If they take a long term view then all of these financial service companies can make a fortune out of her with all of their fancy mortgages and must have insurance policies.
Now she’s not got a landline, in fact I can imagine in her lifetime she’ll never get one, even my 78 year old father is questioning why he’s got one.
So how much does it cost her to call one of these “freephone” numbers? 20p a minute that’s how much. Not free but two quid for 10 minutes.
She can feed herself for a day for about the same money as it costs her to have a 15 minute chat with one of your sales staff.
According to Ofcom, 2010 could be the year that more calls are made on mobiles than from landlines. So if you want my daughter to call you and not your competitors advertise both the freephone number (after all, if the caller’s using a landline the call’s free and that’s got to be good for business) and a geographic number because these are cheaper to call from a mobile than 08 numbers.
We’ll be going through the Office Response website to make sure that we’re not penalising mobile users but if you need to call a freephone with your mobile this service claims to save you money http://bit.ly/TtDwK
by Martin Blain