This blog provides practical information on brand research, strategy and positioning. It also covers brand equity measurement, brand architecture, brand extension and other brand management and marketing topics.
Wednesday, July 18, 2018
Using 1-800 Numbers in Marketing Campaigns
Have you heard of the J. G. Wentworth brand? You might have if you need cash now (or even if you don't). The brand's television commercials featuring its operatic jingle are difficult to forget, especially the jingle's refrain of "Call J. G. Wentworth 877-CASH-NOW." Click here to view the latest J. G. Wentworth television ad. When viewing the ad, consider the use of a repeated message and musical theme and familiar visual cues (opera singer with horned Viking helmet and J. G. Wentworth himself).
We have watched similarly constructed personal injury attorney ads in the Rochester, NY market. William Mattar, personal injury attorney, has run an ad with the following jingle and telephone number for years, "Hurt in a Car? Call William Mattar 444-4444." View the ad here.
Competing personal injury attorneys, Celino & Barnes, began running a similar ad featuring a 1-800-888-8888 telephone number. Its repeated message is "Don't Wait, Call 8! And its repeated jingle is, "Celino & Barnes Injury Attorneys 800-888-8888." To view this ad, click here.
1-800-Flowers uses the 1-800-Flowers.com URL and its own 1-800-Flowers.com YouTube channel. And Beaches Family Resorts uses 1-800-Beaches in its television advertising. View one of their advertisements here.
While some people may say that these types of ads featuring memorable telephone numbers repeated in jingles are not as sophisticated as other brand ads, they have resulted in a substantial increase in revenues for J. G. Wentworth, William Mattar and Celino & Barnes.
If you are interested in how this approach could work for your brand including the use of powerful and memorable 1-800 numbers and URLs, please contact me at firstname.lastname@example.org.
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