PROBLEM: Kerry Lauricella, owner of Lauricella Construction Company in New Orleans, wanted to increase his market share. But potential customers forgot his company’s name soon after his ads appeared and would often randomly choose a competitor from the yellow pages. His brand-building efforts were not paying off.

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SOLUTION: Lauricella discovered that, when it comes to corporate identity branding, vanity pays, or at least a vanity phone number does. He contracted with his telephone company for the phone number 1-800-REPAIRS, winning instant brand recognition — much like 1-800-Flowers has achieved.

Lauricella’s advertising runs the gamut, from newspaper, radio, TV, and billboard ads to messages in church bulletins and on a blimp. He has also sponsored a youth baseball team. Now the phone doesn’t stop ringing. “Using 1-800-REPAIRS gave our advertising a long shelf life and allowed us to get out of the advertising trap we found ourselves in,” he says. “Simply including the number in ads that we were already paying for cost us nothing.”

Lauricella now licenses the number to repair service companies in other regions that demonstrate quality work and adhere to standards he set.

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