subject: On Hold Marketing from media4business.co.uk [print this page] As a business owner, you are most likely constantly looking for new ways to market your wares or services to your potential customers. You strive to be creative and you have tried many different marketing strategies, including print, email, radio, social media and more. However, there is a very simple and cost effective marketing technique that you are most likely overlooking, one that specifically targets those who are already interested in your services. That, of course, is On Hold Marketing.
You have probably heard On Hold Marketing before from another company or service. Perhaps you have called the spa to book a hair appointment, and while on hold you have heard about the new deep cleansing mud treatment, the spa's gift certificate program, and the special offer on highlights for that month, all within two minutes of waiting. Perhaps you contact your bank's customer service line, and while you wait you learn about their new high-interest, low-rate savings account. These are all examples of On Hold Marketing; recorded messages that gently inform the customer about additional services, offers, or new products that they will be interested in.
If your business puts customers on hold or transfers them to another department, even if that hold time is short, those minutes add up over a period of time and can total hundreds of hours each year overall. It makes sense to use this time for marketing, when the customer is captive and listening already. If they are calling you, you can make the assumption that they are interested in what your company has to offer. Instead of hearing cheesy music, or boring silence while on hold, your customers are hearing information that is relevant to them and their needs.
When creating an effective on hold marketing campaign, it is important to have more than one or two minutes of recorded content. You want the recording to be slightly longer than the average hold time. If it is too short, the caller will become annoyed at hearing the same message over and over again and it will make them feel like they have been on-hold longer than they actually have, which can leave them frustrated. If the recorded message is too long, however, be aware that most of the content will not be heard by the majority of listeners if they are only on hold for a short time.
It is also important to achieve the right tone to create a professional sound to the message. The ideal message is entertaining enough to hold the listener's interest, while still providing the essential information. It is informative and inviting without being too pushy, and short and sweet rather than overly complex. If you are not confident in this, there are several companies who will help you create a professional on-hold marketing message.
If your business is wasting the hundreds of hours that your customers spend on hold every year, why not use that time for some effective advertising?
On Hold Marketing from media4business.co.uk
By: Gareth Hoyle
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