By Aimee Chanthadavong
Eagle Boy’s 1300 EAGLE BOYS phone number has seen unaided recall climb by 700 per cent since it was launched eight months ago.
In the latest Roy Morgan research, Eagle Boys Pizza’s phone number recorded a 7.2 per cent per cent unaided recall rate. In comparison, Eagle Boys’ previous 13 14 33 phone number’s unaided recall rate was 0.9 per cent in March 2010.
Eagle Boys CEO Todd Clayton told Retailbiz that the decision to change numbers has seen positive results for both the brand and franchisees.
“Franchisees have been happy with the new number for two reasons. Firstly, they see the benefit of having a “phone name” which is easy for their customers to remember. Secondly, they feel there has been a good transition process,” he said.
He said that from 28 March, the company had to make changes to several parts of the company.
“While the launch of the new phone number occurred in March, franchisees had been aware to the change for several months beforehand. This lead-in time was necessary to ensure all store material, particularly pizza boxes and flyers, could be printed with the new phone number,” Clayton said.
“All national television, print, radio, digital and other marketing mediums began displaying the 1300 EAGLE BOYS number. Importantly, the previous Eagle Boys phone number has continued to operate until the end of this year so ensure no customer calls were missed.”
The research also showed that phone names are up to 20 times more memorable than simple phone numbers.
“Unaided recall in younger age groups proved even higher with 11.7 per cent of those 18-25 year olds surveyed recalling 1300 EAGLE BOYS – 25-34 year olds recorded 8.7 per cent and 35-49 year olds recorded 8.6 per cent,” Clayton said.
He also noted that it’s necessary for the company to provide multiple contact points for customers through phone, online, ins-tore and mobile technology.
“The need for effective multi-channel marketing is more important than ever. Customers are using and will continue to use multiple channels including retail stores, land line or mobile phones, flyers and websites for shopping and buying into the future. It is Eagle Boys intention is to effectively leverage these channels to reach customers at different times in different ways for customer acquisition and relationship building.”