Radio on hold or playing you’re favorite music cd. Why not? It’s free, right? Wrong! Under federal law, playing the radio on hold is a “public performance” of copyrighted material. So is playing CDs or tapes. This makes you liable for annual license fees starting at hundreds of dollars, payable to ASCAP, BMI and SESAC, the policing agencies of the music business. Failing to pay these fees can subject you to fines upwards to $100,000 for each song played.

These fees are a profit center for the agencies, and they take the law seriously. So the dogs are out, and with every organization trying to reel in fees don’t be surprised if your business is next to receive a letter from ASCAP or other industry organizations asking for music licensing fees. You had pay attention – they may have the right to demand fees and they’re definitely not fooling around.

One company recently received just that letter, warning them of potential hefty fines. This company was being called out because they want to use music on hold for their hold button. Does music on hold require a license? You bet it does, and if you are not paying for the rights to play that music, it may be very costly!  On Hold Inc takes care of this coverage as part of your service  with us.

The company being asked for licensing money will not have to pay, because their music on hold is properly licensed in what is played on hold, which is a custom on hold message production from On hold Inc.

If you think this is like speeding on the highway, where you may have gotten away with it thousands of times, I bet you can think of at least once instance where the boys in blue with their bubble gum lights on have wanted to check your odometer when it was time to reel in some fines and they pulled you over. This is no different. These organizations are seeking to generate revenues by policing the industry more fiercely than ever before. So when you least expect it, you may just very well find yourself being pulled over for speeding, and it won’t be by the inept Barnie Fife either.  

So, if you are considering putting music on hold on your telephones, remember that unless you use a competent provider, you will be ‘on the hook’ to pay ASCAP as well as other licensing organizations including BMI (Broadcast Music Incorporated) and SESAC.

With fewer sales opportunities in play, competition is fierce. So, you can either try carrying around a lucky rabbit’s foot and hope for the best, or you can  “do something” to capitalize on invaluable marketing opportunities you’re missing out on. Outsmarting the competition doesn't have to mean breaking them, or outpacing them, or even giving them a run for their money. Instead, it can mean flourishing in your market in spite of their existence.

That’s exactly what professional music on hold marketing can do.  Let’s face it hold happens, and while you might not think so – it does! Today callers are transferred to other personnel, departments and voicemail. Believe it or not, this on hold time presents a unique opportunity for you to create a great brand impression, capture more sales opportunities, retain callers and provide for a great caller experience. 

Unlike print or other time consuming advertising channels, on hold advertising media is unlike any other marketing vehicle. It’s easier to manage, less time consuming, more targeted and gives you the competitive advantage of adapting quickly as your market changes.  Customers today, more than ever, want value, choices, convenience, information, respect, involvement (to feel a part of your business), security (by way of warranties, service plans, customer support), and enjoyable experiences.

On Hold Messages gives you the chance to communicate will callers to promote these features and can create the image that says you provide it all. You may never be presented with a more captive audience, and opportunity for your small business to win business away from large organizations, and that's exactly what Outsmarting Goliath is all about.

While we all wait for the economy to rebound, what steps are you taking to generate revenues? One sure fire way to increase sales is to increase your exposure through advertising, but effective advertising can be expensive and many times your return is a mystery.  Hands down the most beneficial thing you can do for your callers, your business and your bottom line is to implement a music on hold marketing system.

Think of it like this - -  on hold messaging is like having an insurance policy on your other marketing efforts. You spend valuable marketing dollars to get an interested prospect to call your business. But what happens if you lose that caller because they became frustrated waiting in dead-silence and hung-up? This is where on hold advertising becomes an invaluable marketing opportunity to reinforce your other marketing efforts by educating and informing callers about your offerings, promotions and to keep callers on the line.

Think you don’t need to be concerned about hold time or what your callers hear while on hold?

Well, consider this – 1 in 5 callers placed on hold take action based on a message they hear while waiting on hold (AT&T survey) and 1 in 5 converts to a 20 percent increase in revenues!

Let’s take a look at a sample analysis of what advertising on hold can do for the average business.

Phone Traffic Analysis (Listed below is an example of a company receiving 50 calls per day):

Average number of calls per day (50)

Business days per month (22)

Total callers per month (1,100)

Amount of callers placed on hold (national average 70%)

Total callers placed on hold (770)

Time on hold (national average 30 seconds)

Total seconds on hold (23,100)

Divided by 3,600 seconds per hour = Total hours on hold (6.42)

Multiplied by 12 months per year (77)

= 77 hours of FREE advertising each year, and all to a captive audience.

Just imagine what you could tell (or sell) prospects and customers by using on hold messages and almost 100 hours of targeted marketing time.