Forget Muzak, On-Hold Messages Are a Great Marketing Tool

Last week, Marka and the FEI tribe concluded their discussion on SEO. This week, the topic is how on-hold messages can teach customers and prospects about your business while they wait. Remember, fire = print.

Marka strode into Org’s office one morning. “We need to change the message people hear when they call FEI and are placed on hold.”

Org was confused, but willing to hear the marketer out. “What’s wrong with it?”

“After leaving the office yesterday, I called FEI because I couldn’t remember if I’d left my grape-leave wallet here or at home,” Marka said. “Rowena, one of our CSRs, put me on hold while she looked for it…and I had to listen to five minutes of Orpheus FM.”

“The all-lyre station?” Org asked. “Who chose that?”

“It’s Zoot’s favorite,” Marka said with disgust. “Using radio music as our on-hold audio without proper licenses, however, is actually illegal. Radio music played on hold is technically a rebroadcast and therefore not legally covered by the license the radio obtained from the record companies.”

“So we call the radio station and get a license of our own,” Org suggested.

“Nope,” Marka said. “Radio stations cannot legally provide us with a usage license for the music they play, because they do not own the rights to it. Essentially, using radio music on hold legally would involve getting express permission from every record company whose artist’s music is played on whatever station we were using. It’s not even close to being worth it. Our choice of station can also be controversial…”

“It’s safe to say some customers won’t share Zoot’s love of the lyre,” Org interrupted.

“FEI can do better than lyre music, top 40, or dead air for our on-hold audio,” Marka said. “Let’s take this opportunity to educate customers and prospects about our company and the products and services we provide.”

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T.J. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.
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Comments
  • AlexAtSpectrio

    Thanks for mentioning our project! Marka and the FEI tribe have it right. Most business owners or managers have no idea what the experience is for their callers. You can learn more about how Bayada Nurses is making the most of this targeted and attentive audience here: http://spectrio.wordpress.com/2011/11/08/case-study-bayada-nurses-are-callers-really-listening/

  • rich

    You’re assuming that the individual on hold is open to hearing your message. I don’ t think they are. In fact, they’re probably all ready perturbed at being on hold.