Building Familiarity and Favorability for Client Success

Motivated Marketing Case Study

As a full-service ad agency, Motivated Marketing works hard to be a one-stop-shop and resource for all client partners. And when they needed something special to bring their client’s campaign to the next level, they reached out to RingBoost for the perfect vanity phone number.

Why They Use Vanity Numbers

Motivated Marketing is a marketing and advertising agency located in Charleston, SC. Although they work across all industries, they have built a strong reputation within a few specialty areas including dealer automotive, law firms and healthcare. Because of their roots as a consulting firm, the agency often finds that the line between marketing goals and business goals blur. They take a holistic view and are adept at using communication tools to unlock growth potential. Each client project is handled with unique care to ensure excellent results. For certain types of clients, especially those who are heavy advertisers, a vanity number is extremely valuable," notes Kristin Smith, Director of Accounts and Operations. "With channels like radio, any time someone knows how to get in touch with you, that’s a good thing. Advertising agencies know that repeated exposure is critical for breeding familiarity, and familiarity turns into favorability. "It is especially important for clients who are in the medical and legal fields. They want that trust that comes with the feeling of ‘Hey! I’ve heard of these guys. I wouldn’t know them if they weren’t good,’" explains Smith. "That’s how the psyche works, if people have heard of you there is an implied level of success or ability to deliver. And a specialty number can be that thing that magnifies your exposure."

Selecting the Right Number for the Client

For a particular attorney client, Hoffman Law Firm, the Motivated Marketing team knew a custom phone number would have a multiplying effect on campaign response rates. It was important to select a local number because the founder is a prominent local figure, who prides himself in being from Charleston and is known for giving back to the community. They wanted a number that would stand out, but also convey the proper brand message. The client is a consummate professional and they didn’t want a number that was silly or lighthearted. They worked with RingBoost to find and secure the number 854-LAWYERS, which blends the memorability of a vanity number with the community-focused power of a local area code. The word itself conveys the feeling that clients will have a large, strong, and straightforward team working for you.

"From a creative standpoint, you have to make sure the number tells the right brand story," Smith reinforces. "You must know who they are and what they stand for. Where will they be using it? What will the client experience be when calling? You have to ask these questions because all of these angles factor in to telling the story in a compelling way. It’s not about having any vanity number. You have to make sure the number makes sense."

From a creative standpoint, you have to make sure the number tells the right brand story," Smith reinforces. "You must know who they are and what they stand for. Where will they be using it? What will the client experience be when calling? You have to ask these questions because all of these angles factor in to telling the story in a compelling way. It’s not about having any vanity number. You have to make sure the number makes sense."

The new phone number launched across all media in Q4 of 2018. The number is on the website, all digital advertising, a billboard and a television commercial. No matter what the media channel, the number builds memorable continuity between ads, increasing exposure and building favorable sentiment.