February, 14 2011
An Arbitron Study highlighted interesting findings about how impactful on hold audio can be, and how it influences on purchase decisions. An on hold message gives your business its very own audio platform in which you can deliver valuable branding and sales content!
The key findings of the Arbitron study included these facts:
• More than half of the audience recall hearing commercials while on hold.
• Seven in 10 shoppers who recall hearing ads find the commercials and announcements to be somewhat helpful to their shopping experience.
• As the chart shows below, more than 40% of the shoppers who heard an on hold advertisement made an unplanned purchase. Specifically, 41% of callers made a purchase they were not planning on making after hearing a commercial or announcement about the product.
It’s interesting to see what sound or audio adds in the way of advertising value. With a professional on hold marketing system, there seems to be more than meets the eye. Duh, right? ...One would assume that having something on hold versus silent wait time just makes good business sense. Now throw engaging, creatively written and informative on hold messages into the mix and these elements deliver levels of brand-awareness and registered recall, and relevance, that easily persuade one’s purchase intent. What Advertisers Find Valuable about on hold advertising The challenge for advertisers has always been to capture and engage the consumer, and to get them to take action.
Advertisers have found this advertising on hold feature to be extremely valuable, because when done effectively, the creative assets sustain a brand’s message, garners more brand retention and its narrative elements convey the marketing message in a compelling way which increases sales! So advertisers don’t fret, try turning hold time into advertising time with on hold audio. They say a picture is worth a thousand words. Throw sound in the mix, and it must be worth a million! With music on hold and messages, you exponentially engage your audience and maintain retention in a environment where they are more likely to purchase your product.