The Effectiveness of a Vanity Telephone Number
Many clients call and ask us if they should invest advertising dollars into television and/or radio advertising. Our reply is usually, “Yes, if you have a good number and you have the money to really push it”. In essence, the most important element of the television or radio ad is that the phone number should be easy to remember. While it is great to have a number like 1800-SmithLaw, the truth is, the television viewer is more likely to remember that you are a law firm rather than that your firm name is Smith. The best vanity number available is definitely 1-800-Lawyers (or 1-800-Abogado in Spanish). People dial these numbers by default; however, your television ads will just reinforce this. Surprisingly, thess number are still available in many areas. If you are looking into television advertising as part of your law firm’s marketing plan, consider the vanity numbers 1800 LAWYERS and 1800 ABOGADO for your law firm. If you need assistance in placing attorney television media buys, our attorney marketing consultants can assist you with that, as well.
Attorneys Online™, Inc. also has numbers such as 1-800-GREEN CARD AND 1-800-HURT NOW. The addition of these telephone numbers to a law firm marketing strategy historically increases the response to advertising campaigns. Studies by focus groups have also provided information that the dollars expended and return received by having an effective vanity number grow exponentially. The palette of services offered by Attorneys Online™, Inc. includes the ability to produce television spots as well as media placement.
The vanity telephone numbers including 1-800-LAWYERS are available in a limited number of metro areas throughout the United States. The law firm that leases the number is given the exclusive license for in the specific media market for as long as they wish to use it. The number rings directly into the law firm’s office. Each law firm has creative control as to how the number can best be used.
With these vanity numbers, a law firm that is already a major advertiser would be able to reinforce its dominant position. However, even a more modest advertiser – or a firm with no previous history of advertising – would be well positioned to become a major player in its media market.
Please bear in mind that once these numbers are licensed in any given market, the licensee has the exclusive right to maintain the license forever. The number my never become available again.
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