Advertising professionals understand there is no formula answer to the question “what is effective frequency?” It’s agreed upon that multiple exposures are needed when announcing new products or introducing new ad campaigns. But in the world of advertising, carefully developed messages trigger a response when they have meaning to the recipient, not just because of the repetition of the message.
Consumers are familiar with most advertised brands in the product categories they use. Since people purchase those products everyday, the companies’ advertising function here is to remind them about their product when the consumer is ready to purchase it. That is why having a consistent advertising campaign is important.
It isn't just a matter of how often you say it, it is being there when the customer is ready to buy.
Voice mail is a great tool for capturing messages when you are unable to answer the call. We recommend, however, that every effort be made to capture the call via a live person versus an automated message. We have found that depending upon the nature of the phone call some people will hang-up and call another company versus leave a voice mail message and wait for a callback.
For example, if you have a plumbing emergency will you leave a message with a plumbing company and wait for them to call you back or will you continue to call plumbing companies until you reach a live person that can help you? Rather than have a voice mail greeting that answers the phone and asks the caller to leave a message a plumbing company would capture more business opportunities by having a live person answer the call or if that isn't possible due to do all personnel assisting other callers than we recommend having a recording answer the phone and then place the caller on hold to listen to information on the companies products and services while waiting for the next available representative.
The caller's wait will pass quickly since they are being entertained and learning about the company that they are interested in doing business with. The next available representative will return to the line and have an easier time earning the caller's business since they have gotten to know the company a little better while being exposed to their marketing on hold.
We are occasionally consulted about the viability of a company doing their own "do it yourself" on hold advertising program. "You've got to be kidding!?"
There are many reasons why a "do it yourself" on hold advertising program may not be the best idea. First and foremost, most of company's customers/clients/patients/vendors will be exposed to this product when they call in. Your image is literally on the line. Using staff voices and royalty-free music will sound homemade aka cheap and cheesy. You could locate and pay broadcast talent and license quality music selections from ASCAP, BMI and SESAC but this will cost you more in time and materials than purchsing an on hold advertising service from a quality on hold vendor.
Do you have qualified advertising personnel on staff that are experienced in writing effective audio commercials? Your callers don't want to be on hold in the first place and forcing them to listen to poor quality anything will backfire. Many of them will hang-up and who will they call? hmmmm....
Is saving a buck by doing it yourself really that good an idea? And, considering the cost of staff involvement even doing it yourself doesn't really save you money.
In our current economy marketing departments are feeling the pinch to do more with less budget. The majority of a company's advertising budget is spent on getting the phone to ring. What happens after you get people to call you is equally important.
Because of the newness of our industry you can buy a high quality, professionally written and voiced on hold advertising program for a fraction of the cost of other media. For example, one commercial in prime time in a major market like Seattle costs in the neighborhood of $350. That would get you several months worth of highly creative on hold advertising that is more exclusive, equally intrusive and much more effective than running one ad one time in radio.
The beauty of the on hold advertising medium is that it is running 24/7. Every caller that is placed on hold anytime day or night will be exposed to your customized advertising.
If you are currently running a radio or television ad campaign you should consider reducing your schedule by one or two commercials and adding a professional on hold advertising program to your media mix.
As reported in MaxiMarketing, 70% of all business calls are placed on hold at some point during the conversation. We have found that most businesses don't realize how often they really do place a caller on hold. Here are a few scenarios:
- on hold time while the call is being transferred to an extension or to voice mail
- waiting in queue for the next available representative
- waiting on hold (staying on the line) while the person being called is located
- waiting on hold while specific information is being located for the caller
- waiting on hold while the person being called finishes up on another line
In our fast-paced business world seconds on hold waiting in silence or being exposed to a less-than-professional on hold solution can be excruciating for your caller. Seconds seem like minutes which can lead to a frustrated caller who may hang-up and call your competition.
If your on hold advertising hasn't changed in a long time you could be losing business. Prospects become customers of businesses that offer credibility in decor, attire, displays, marketing and advertising. Running old outdated advertising communicates a tired image, reducing credibility.
Television and radio commercials, print ads, brochures, websites - all get updated and your on hold advertising program is every bit as important. View your on hold advertising program as a dynamic and integral part of your advertising. Keep it fresh and up-to-date and relevant to today's marketplace.
You may be aware of royalty-free on-hold music, or a phone system that comes with
a short, built-in clip of generic on-hold music. It's referred to as high-quality. It's not.
Here's a fact: Licensing fees have to be paid for every piece of music.
So how can someone offer "royalty-free" music? Simple.
It's cheap, out-of-date music, sold over and over. To everyone.
Your on-hold music represents your company as an important part of your public profile (i.e. your image).
What is your music on hold conveying about your integrity? Are you coming across as a quality professional? Or a cheap knock-off? When it comes to your company image free is just too expensive.
At some point, nearly every caller to your business will listen to your telephone system prompts, whether they need to leave a message, wait on hold or receive navigational guidance.
In those few critical moments an impression is forever etched in the mind of your caller. The voice they hear is the "voice" of your company. A representation of the personality of your business. How do you sound? Warm and friendly,cold and rigid,young,or old? How's the cadence? Too slow,too fast, or just right? Do you have one voice for consistency or multiple voices that have been cobbled together over the years?
Call your company and listen for yourself. Make sure that you are sending the right message. After all,your image is literally "on the line".
Easy Background Music: Music meant to fill an empty space - which doesn't mean it's a bad thing. Easy Background is a tricky music genre for on hold consideration. To many it holds a negative and/or bland connotation. However, its' quiet, non-offensive nature may indeed be perfect for your business, especially if your business deals in sensitive or very personal areas. And this lush mix of easy going, light instrumentals won't offend anyone, either - always a good thing to avoid. Though much better than silence on hold, easy background won't help reinforce any company image - but you can let your staff do that live - when they return to the line!
Utilizing classical music on hold can upgrade your business image.
A mix of orchestral favorites, solo instrumentals and chamber ensembles combine to make the Classical genre one that immediately presents a classy image to a listener. Perhaps an intense orchestral symphony or a tragic Opera - are there any other kind? - might be too much for the on hold environment. But a string quartet, or a small orchestra complete with woodwinds, adds immediate sophistication to the image of almost any business.
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Mayumi Nakamura
Seattle Execs.
Ralph Bruksos
Josh Miller
