Music on Hold & Messages is becoming a much sought after method of marketing for businesses, even for those that have cut their ad budgets. So, why the sudden craze for a marketing technique that’s not exactly the new kid on the block? Because savvy marketers know on hold messages is a much highly targeted method of marketing as compared to other advertising media.
While you may be scratching your head, let’s think about it for a moment...
If you advertise on the radio you do have some control of the demographic of who might hear your radio ad based upon the radio station listeners, but your ad will still often times be heard by listeners who are not your target audience. After all, you can’t control who’s listening to that station.
What about print? With print, the same problem exists. How many times have you checked your mailbox, and thrown away that bundle of what you consider “junk mail.” We’ve all done it. Print advertisers know this, that is why the key to successful print advertising is you have to do it often which is costly, and expect a rather small % of ROI (the average print ad only provides a 0.5% - 1% return).
What about tv? TV is much like the radio. First you have to pay to have a tv ad be created, which that is fine, let’s face advertising isn’t for free. But then you have to rely on the station’s stats for the type of demographic audience you’re trying to reach. For example, If you’re selling mobility scooters, but your commercial is being watched by a young, healthy individual, are they going to buy a mobility scooter? Call me crazy, but I doubt it. Again this advertising that is not truly targeted. Isn’t that why they call it broad-casting? You’re reaching a “broad” audience not necessarily a “targeted” audience.
Now let’s take a look at advertising using music on hold and messages....
A prospect or customer calls your business. Hmmm….obviously they have an interest in what you offer, otherwise they wouldn’t be calling in the first place. So in the marketing world, we call this a “target” audience, in other words, direct contact with people who have a want, need or desire for your product or service offering.
Now with first time callers, you have an opportunity to present your brand in a positive manner, inform and educate them about additional product and service offerings they may be in the market for and unaware you offer (unless you have a crystal ball, how do you know what other items callers may be seeking?) and an opportunity to present a positive experience with your business.
With existing customers you’re still afforded the same marketing opportunity. How many times have you heard “Gee, I didn’t know you had this”…..or “I didn’t know you offered that?” You may be fooled into thinking that your customers know all about you, but are you willing to bet on it? Chances are even your most loyal customer are unaware of your complete range of products or services you have available. And as they say, “it’s always easier to sell someone you’ve sold before.”
Largely music on hold advertising helps you creating an engaging atmosphere for your caller and a pleasurable experience along with a relation with your brand. Also, the highlights of the brand could be very well showcased just by changing the message. This is proving to be a great marketing strategy in today’s competitive and high spirited market. On Hold Messages, may not be revolutionary, but it is highly effective marketing for any scale of business.