“CallView 360° gives marketers quantitative and a tremendous amount
of qualitative detail about the people calling. So, as opposed to spending
$30,000 on focus groups, with insights gleaned from CallView 360°, marketers can sharpen their media buy, reduce the costs of trying to advertise to
the wrong people, increase leads and lower the cost per sale,” Richards says.
CallView 360° provides marketers the ability to track which ads are performing the best and record calls. Using a reverse append on the inbound
number, Dial 800 can capture the caller’s name and address, as well as demographic data such as household income and ownership.
“There is always a certain number of people who call and decide not to
buy or get disconnected — what do you do with those customers who are
always part of the mix?” Diorio adds in reference to Dial 800’s “save-the-
sale product,” Boomerang. “Boomerang lets us take all that information
and then generate and mail a postcard to the interested party that night.
One marketer recently saw a 7-percent response rate to their postcard cam-
paign, when the norm for direct mail is 1 percent. It’s reinvigorating the
buyer and we’re finding that the return on this is incredible.”
The final part to Dial 800’s equation is AccuRoute — “the single most
powerful routing engine I have ever seen, bar none,” Richards says —
which is perhaps the most prevalent example of the company’s aim to em-
power the marketers themselves. AccuRoute gives marketers the flexibility
to control call routing on the fly, directing consumers to both boutique call
centers for more specialized sales and larger centers for the high-volume
calls in a completely customizable manner.
“The marketer has complete control,” Richards says. “I think that is
something that is really key. The marketer should have the power.”
“When the VCR came out, people wondered: ‘Are movie theaters
dead?’ Now we know that people still go out to the movies in a big way,”
Richards says. “It’s the same thing with phones and it’s important to dis-
tinguish. There’s a place for online, but when it comes to a higher-priced
offer, you must speak to somebody because there is salesmanship involved
in that. That makes people feel comfortable and then they’ll buy, and it
also provides the opportunity to up-sell and cross-sell, crucial components
for DR.”
Ensuring you have the right type of number, as well as complementing
it with a thorough suite of tools, solidifies success for DR marketers looking
to increase revenue and sales and improve customer relations.
“We are all about empowering the marketer; it’s about pushing the
power up to the marketers,” Richards says. “The marketer is the one person spending all the money and taking all the risks. They should have the
power to control the numbers, the routing and everything that has to do
with their campaign, and Dial 800 gives them the tools to do just that.” ■
Headquarters: Los Angeles
Products: RapidRecall, easily remembered toll-free
numbers; CallView 360°, call-tracking software;
routing software AccuRoute; sales software
Boomerang
Management: Scott Richards, CEO; James Diorio,
COO; Chris Lowe; Director of Telecom; Eddie
Treizman, Director of Operations; Sandy Roessler,
Director of Concierge
Key Clients/Agencies: Guthy-Renker LLC, IBC
Hearthware Inc., BJ Global Direct Inc., Money Mutual
with Montel Williams, Business Breakthroughs
International with Chet Holmes and Tony Robbins,
Dish Network, Mercury Media, Euro RSCG Edge,
Direct Impact Media Services Inc., Strategic Media
Inc., Media Partners Worldwide LLC, InterMedia
Advertising Inc.
Learn More: www.dial800.com or (800) 564-8685
[ Fun Facts ]
What’s in a Number?
Toll-free 800 numbers were first
introduced in 1967, a three-decade
head start over the newer 888, 877,
866 and 855 prefixes.
Non-800 toll-free numbers routinely
underperform by 10 percent to
20 percent when compared to
800-prefix numbers.
The average native English speaker
can store a memory loop that
lasts only 2 seconds — not a lot of
time to recall a sequence of 10 digits.
More memorable, or better
“chunked,” numbers have been
proven to increase calls 25 percent
to 69 percent more within the DRTV
space.
