Telephone music and messages on hold is a very tactful and strategic way to directly convey your messages to your target market. Think of it this way, if someone is calling your business, they are doing so because they have an interest in what you have to offer. Make the most of the short time they are on hold, and promote some of your other services and / or products that your customers may not be aware of?
Millions of dollars are invested every year on various marketing channels in order to get the telephones ringing, so why not continue your campaign once your customers have made the first step and picked up the phone? A telephone on hold message system is like a mini-radio show for your phone lines. When a customer calls your company, you can have your own advertisements playing to an audience you know is already somewhat interested in what you have to offer.
Just like any other form of marketing, you need to do a little research and give a lot of thought on how you are going to get the best return for your investment.
Here are some things to consider when searching for the right telephone on hold system:
What equipment will be best suited for your telephone system?
There are endless message on hold products out there, and believe it or not, there are even some companies still selling equipment that use tapes. Make sure you shop around and find the best solution that not only supports your phone system, but equipment that is going to make your on hold music and messages sound professional and allow for easy uploads.
What do you want your messages on hold to sound like? Remember, your messages on hold program is a branding exercise. Whilst its reach is limited to your callers, this machine is ‘talking’ directly to your target market. It is imperative to ensure you treat this channel, just as you would with say a radio commercial.
The script needs to be short, clear and concise and convey a message that is easy for your customers to understand. You will need to create a temperament that is in-line with your branding. For instance, if you are a corporate company, then you will want to make sure that your messages sound professional – hold back on using too many sound effects or quirky voiceovers.
Select a voice artist just as you would select staff to promote your company. Listen to their demos and make sure you choose voice artists whose voices are able to convey your messages in a way your customers can relate to.
What kind of music will suit your on hold message program?
The music you choose to have on your program will have a major impact on the final product. If you understand your business, your brand and ultimately your customers, then choosing a track to compliment your message on hold program should be a breeze. Put simply, choose a track that is in-line with your brand and is something that your customers will relate to.
By John Hester