Forget Muzak, On-Hold Messages Are a Great Marketing Tool
“It’s challenging to make fire-buyers aware of all we offer,” Org acknowledged. “Everybody knows Torches Classic, but they sometimes forget about our windproof torches, fire stones, relighting services, and other products and services we provide.”
“Repetition through top-of-mind positioning is key to ensuring fire-buyers think of us whenever they need a fire solution,” Marka answered. “Using on-hold messages, with their repetitive nature, can help.”
“Tell me what our on-hold messages might say,” Org replied with curiosity.
Marka pulled down the whiteboard in Org’s office and wrote on it in coal:
- List our products and services and briefly describe each.
- Spotlight anonymous client testimonials.
- Thank callers for their business.
- Prepare callers for their conversation.
- Entertain and inform callers with interesting facts about FEI.
- Share helpful torch and match lighting and upkeep tips.
“Those are fabulous ideas!” Org cried. “Produce them all on one tape, and we’ll set it up to play automatically whenever someone is placed on hold. That way, a customer won’t have to hear the same one every time they call.”
Three days later, the new on-hold messages were up-and-running. The next week, a customer called Zoot to say: “Love your new on-hold messages. I never knew you offered fire stones! I’ll take 10 boxes!”
Zoot missed the soothing sounds of the lyre, but he couldn’t argue with the results of FEI’s new on-hold messaging.
Today’s FIRE! Point
Your company can use on-hold messages as another opportunity to educate customers and prospects about your company and the services you provide. Repetition through top-of-mind positioning is key to ensuring print buyers think of you whenever they need a solution. Using on-hold promotional messages, with their repetitive nature, can help.
FIRE! In Action: On-hold Messages Recruit Volunteers for Bayada Nurses
The home healthcare company used a variety of customized on-hold messages, one of which was aimed at recruiting registered nurses for a trip to Haiti to help with the relief efforts after the 2010 earthquake. As a result, 37 percent of nurses who volunteered heard of the opportunity via Bayada’s on-hold message—more than from any other source.