ON-HOLD RECORDINGS – The Perfect Place to Promote

The On-Hold Recording - A Perfect Place to Promote

Several months ago I called my printing company to check on the status of my business card order. The customer service rep put me on hold, and for the next few moments I was serenaded by a local radio station playing country music. An avid jazz fan, I would have preferred the relaxing, tender tones of a sultry sax but, nevertheless, I continued to wait patiently for the customer service agent to return. The country song ended, followed immediately by a 60 -second spot for the national printing chain, Kinko's. Not only was Kinko's promoting a special sale on business cards, but the ad also went on about other discounts and services, website info and location information. The irony of this moment was not lost on me. My printing company had my rapt attention and just gave its biggest competitor a full minute of free advertising! I mentioned the radio ad to the owners who were surprised (and a little red-faced!) at the overlooked marketing opportunity. Within a matter of days a custom promotional message replaced their on-hold system's radio station feed.

This incident may be rare, as not every business opts for a radio station to entertain their callers on hold. But even those businesses using a simple music on-hold program are losing out on an inexpensive, yet highly effective marketing opportunity. If your business has invested in an on-hold system, it is well worth the effort to think beyond the ordinary music track. Studies indicate the average time a customer waits on hold is 84 seconds. Consider the many ways you could promote your business if you had a minute-and-a-half with a captive audience! What callers hear is as important to your company's image as what they see. Create an "ear-catching" recording that unabashedly promotes your company's products, services, special events and promotions. Let your creativity run wild. If your time and talent are limited, hire a professional voice talent service that specializes in creating and recording voicemail greetings and on-hold messages. They can provide custom script ideas and record the final project. Additionally, they are a good resource for on-hold equipment vendors.
Consider the uniqueness of these on-hold recordings: a Memphis orthodontist uses her on-hold message not only to promote her practice, but to promote community events for local charities. A hospital near Atlanta has recorded patients, young and old, thanking doctors and staff members who cared for them during their stay at the facility. An office supply company in Los Angeles launched their green planet products campaign by directing callers to local recycling locations.

Like a radio spot, an on-hold recording has the power to personalize and promote. But given the cost of purchasing commercial air time, you can't dispute the cost-effectiveness of that marketing message each time you press the HOLD button. Imagine the exorbitant rate a radio, cable or network station would charge to air your 90 -second message twenty times a day - and there is no guarantee the ad is reaching your target audience. Your on-hold marketing investment costs a fraction of other advertising options-and with far greater results.