One of our clients realized his company needed a fresh on hold message. In the past, he never really considered that his callers were most likely tuning out his old, worn-out message, or that he was more than likely no longer making the most of those valuable marketing moments. His callers had been listening to the same old message for years (we don’t to embarrass our client, but let’s just say in a very loooong time!). On hold Marketing shouldn’t be considered a one shot deal. Like any other type of advertising, if the message gets old, then after a while, it doesn’t work any longer!!!
It was time to examine the situation, and provide a better solution how to plan out periodic message content updates to continuously capture those ever so precious marketing moments! With a fresh approach to developing an on hold strategy, we recommended one of our on hold plans called the "Quarterly Updater" Campaign, meaning the client will change the messages 4 times over a 12 month period, or once each quarter. This provides the flexiblity needed to ensure that callers – “your target audience” will get timely, and relevant information, and keep your listening audience engaged.
This illustrates a typical problem, most small business owners are particularly prone to -- communications problems with the people because they tend to be nearsighted about how their business is perceived by others. On hold Messages can be consistently updated with timely information, layers of “sneak peaks” that build on each other and encourage a customer to ask questions when a live representative returns to the line. A business wouldn’t send out one newsletter or one email campaign – just like a business wouldn’t create one on hold recording.
Being flexible in today’s business climate is imperative. Your target market’s needs change all the time, every day. What was hot for them yesterday might not be so important today, and what was only of mild interest last week might be tomorrow’s blazing success. Music On hold with marketing messages combines one-on-one, customized and targeted communication with the mass distribution of a social media network - plus the benefit of the human voice.
The world changes and people change with it. The sales strategies you began your business with might no longer be as effective. Your on hold message persuades prospects that your business is the correct choice. But an outdated message or an overdone tactic you’ve been using for a year or two might not be working anymore to convince potential customers to buy.
Ask yourself this: Does your message truly relate to what people want today? …Or is it passé? Do the benefits you pushed back then still work with what people seek for solutions now?...
So the answer to the most important question: How often should you revisit your on hold script and overhaul your copy? “As often as it takes to stay with the times, keep sales alive and respond to what people want today, not what they wanted last year!