All the studies ever conducted about on hold messages prove that it is a viable marketing tool for any business, and a marketing opportunity that should not be missed. But one of the common mistakes made by businesses once they implement on hold messaging is not routinely updating message content - letting it become stale and boring. Letting any marketing become stagnant is considered marketing suicide!
So the secret to successful marketing with On Hold Messages, is to regularly update your message content, which ensures that your business callers are kept informed of your latest developments and promotions.
NAPA Auto Parts
“One of my customers was put on hold, and heard our promotional message about waste oil furnace, when I later took this call, he mentioned that he didn’t know that NAPA sold waste oil furnaces. He heard the ad for the furnace while waiting on hold and asked for a price quote. Bottom line, I made a $10,000 sale.”
A great on hold message that has outlived its relevancy is no longer a great on hold message. There are a many reasons to frequently update your on hold messages, and unlike traditional advertising like print or media, your on hold messages can be updated quickly to reflect time sensitive promotions or changes in your marketing strategies.
Things to consider when freshening up on hold script content:
1. Do callers have your current message memorized? When you have frequent repeat callers, the last thing you want is for them to be bored or frustrated, causing them to tune-out your marketing message. This is a big mistake. Those few precious moments you have with on hold callers is an invaluable opportunity to inform them, educate them and sell them something.
2. Do you have new products, services or technology? Again, unlike more traditional marketing methods that can take weeks or months to complete to be able to get your message out, with on hold messages content can be updated in a timely fashion. So if you have new product or service offerings, this is a perfect opportunity to promote them to your callers on hold. Whether they are new prospects or existing customers, you have a captive and targeted audience to whom you can market to.
3. Outdated information in your current on hold message? Products or services that have been discontinued or that are no longer offered, a change in store hours or location….Do you really wants prospects or customers to get the impression that your business isn’t important enough to make sure you’re giving out the right information?
4. Have you recently won any awards or received any accolades? These types of things give you instant credibility and make you more important in the eyes of your customers or prospects. If your company has been the recipient of an award or accreditation, then it’s important to promote it. Not only does it mean you probably offer superior products and services, but it also allows you to stand out from your competitors.
5. Are there any recent projects you have completed that you would like your customers to be aware of? Think of your on hold messages like your companies news station. People want to learn about what’s new with your company. Let them know what about the latest happenings at your company, so that they feel in touch with whom they’re doing business with.
6. Has your company celebrated a milestone? Is your company celebrating a decade or two I business? If so, this means your company has sustainability, and in today’s uncertain business climate, people want to do business with reputable companies, ones that have withstood the test of time and will be around in the future. Capitalize on the viral aspect of telling just one person the news and soon enough, that one person will tell eight others. It’s sort of like that old Breck shampoo commercial; “ she told two friends and so on and so on”…today’s business climate is more challenging than ever, so you have to do everything you can to stand out.
Periodic on hold message updates are important in order to keep your customers informed of new information and retain their interest while on hold. Keeping it fresh will have a big impact on callers. On Hold Inc features Message Xpress, a revolutionary on-line management system, so businesses can update on hold script content 24/7.