A Corporoate Facelift with Sound Bytes
A Corporate Facelift With Sound Bytes
By R.J. Paradee, President First Impression Inc. and MediaRight Studios
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.
About the Author
R.J. Paradee is a host of the coast in his Virginia Beach, Virginia studio.
He produces professional quality digital audio through his company, First
Impression.
This article courtesy of http://www.amazemusic.com.
You may freely reprint this article on your website or in
your newsletter provided this courtesy notice and the author
name and URL remain intact.
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