Winners Score with Names and Numbers
By Janie Pritchett-Clark
The story goes like this: When one of Albert Einstein’s colleagues asked for his telephone number, Einstein reached for a telephone directory.
“You don’t remember your own number?” the man asked in disbelief.
“No,” said Einstein with a shrug. ”Why should I memorize something I can so easily get from a book?”
Times have changed since Einstein had to call in a plumber, but his theory about the phone book is still valid. Zoom 50 years into the future from Einstein's heyday, and the phone book directional advertising medium is still how most folks find a local plumber.
Names and Numbers is the most widely used directional advertising in Northwest Arkansas, so when the 2011 book came out last September, they launched the "Great Northwest Arkansas Names and Numbers Scavenger Hunt" to go along with it.
The idea for the scavenger hunt came from company president, Ken Brock, and Tom Spurgeon spearheaded the project. Spurgeon, Names and Numbers' marketing director, oversees 60 markets. He chose three of those markets to play the game -- and Northwest Arkansas was one of them.
The Scavenger Hunt ran from September through December 10, 2010. Seven key works were hidden within the seven service guide sections in a call out cartoon of an Inspector Clouseau-type character and a limerick of a clue.
The challenge was to put those seven words into a sentence and submit the entry to win. Winners were randomly drawn from all qualifying submissions on December 13.
There were thousands of entries, but Jackie Collie of Springdale took home the top prize, an iPad. Her husband flew back from California in time to help her claim the prize at a press conference at the Names and Numbers office in Bentonville. "He thinks it getting it," she said, "but it's mine."
Jackie Collie said the first thing she does when her new phone book arrives is head for the coupons. The coupon pages have big savings on the things her family uses, she said.
Jessie Catron of Rogers had his eye on the Naturals game pack prize from the start. "That's what I wanted to win," he said. "I am a big Naturals fan." The prize included a 10-game mini-pack and $200 in certificates to spend at Arvest Ballpark.
Renee Smith of Fayetteville won a weekend stay in Branson, Mo.
"What better way to get folks familiar with the new phone book than to create a contest that encourages them to look through it to get more acquainted with it," said Tom Spurgeon.
"There is a lot of local information in our phone book. The contest was successful in directing everybody who refers to our phone book in Northwest Arkansas the opportunity to see the special sections."
The color-coded sections make it easy to navigate and find what you're looking for fast.
And, we can't ignore the fact that the phrase was branding tagline genius.
"We consider Names and Numbers the local phone book and for us to be part of the community it means that we have to get in there and participate," he said.
Spurgeon may be a Names and Numbers executive, but that very community-minded philosophy is why you see him, in person, at the expos in Northwest Arkansas. Spurgeon said he wants to stay close and connected to the community and enjoys it.
As for the winning phrase? Do like Einstein and reach for the book.
