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A Corporate Facelift With Sound Bytes - Articles Surfing
If Baby Boomers can get botox and tummy tucks, then why don*t companies receive facelifts to improve their image as well? The telephone is the lifeblood of any business. Use it respectfully. Don*t leave your clients on-hold to listen to radio static or elevator music. With digital recording and delivery of sound files, professional production of on-hold advertising is both economical and necessary for a positive image. That's right * it's imperative that the first impression a client receives of your business (even though they may never visit) is how they*re treated on the telephone. How many times have you called a business to hear *Thank you for calling ABC Dental Office please hold* before you can get a word in edge-wise.* In many cases , what they have on-hold is your first impression of that company.
Music Selection Should be Appealing
At the very least, make certain on-hold music is a decent selection, and that you have permission to broadcast the music to on-hold callers. After all the music chosen is a direct reflection of your business. If you don*t get your licensed music from an On-Hold Message provider, you may obtain permission to play certain music on-hold from ASCAP, BMI, or SESAC, the three large performing rights organizations.
Develop Content That Sells Products and Services
Customers who are on-hold are essentially a captive audience. If you want on-hold time to turn into sales, consider hiring a professional producer to mix radio style commercials with licensed music. The copy should be specifically written to cross-sell your products and services. AT&T studies show that people will stay on-hold longer if they hear messages about your company during the waiting period. Do not rely on the *please hold for personal assistance to your call, or thank you for your patience while on hold* type of messages. I believe these type of messages hurt you more than help you.
Answer Repetitive Questions On-Hold
As you*re on-hold spots are developed, remember this marketing strategy is a customer service tool as well as an advertising tool. Take the heat from your receptionist during busy call periods and answer those repetitive questions in on-hold spots.
On-Hold Advertising is Economical
Advertising sales are based on the number of impressions. If a business had one call placed on hold every ten minutes during an eight hour day 5 days per week, there would be 11,000 opportunities each year to market their business and services.
How to Evaluate an On- Hold Company
Make certain you get both male and female voice talent, and that the professional voice is pleasing. The studio you use should employ scriptwriters and offer a selection of licensed music to choose from. You choose the music from their library, not the on-hold company. You don*t want the same stale music everyone else uses. In most cases all that is needed is an inexpensive off-the-shelf CD player.
Facts About On-Hold Advertising
Eighty percent of businesses have nothing on-hold, so businesses that do set up programs are on the cutting edge. Twelve percent of businesses do have a radio or CD tuned in while their customers are on-hold. Only 8% of businesses have on-hold programs.
The number of companies who use on-hold as a time to advertise are growing. That's because business owners are realizing there's no better way to impress a client who has never been to your office than a well designed, informative on-hold program. Remember in today's competitive market, image is everything. On-Hold advertising is one of the best facelifts a company could have.
By R.J. Paradee, President First Impression Inc. and MediaRight Studios
Copyright © 1995 - Photius Coutsoukis (All Rights Reserved).
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