Brand awareness refers to how aware customers and potential customers are of your business and products. The ultimate goal of all businesses is to increase sales and generate revenue. Ideally, the goal is to attract new customers, and encourage repeat purchases. To some, branding might not feel like a tangible aspect of running a business as it cannot be quantified directly in terms of money. Branding is the reason people may pay three times for a product at one store over another.
However, with limited resources, creating a brand identity can be a challenge. This is where on hold marketing is both an affordable, and effective way of building brand awareness with you’re your telephone callers. Hold time happens, but savvy business owners realize that when you’re presented with opportunity – you’ve got to take advantage of it. There is no better “opportunity” than when you have someone’s undivided attention. So callers on hold are a captive listener to whom you can present a variety of positive messages including; capitalizing on sales opportunities, and building top of mind brand awareness. Either solution is beneficial for your company.
Creating brand awareness with the on hold script in three simple steps:
1. It is important that the on hold message of what a brand is offering to the consumer should be consistent. Whole Foods for example, offers fresh, high-quality foods for purchase and advertises the advantages that their goods can provide.
2. The slogans and taglines are used throughout messages. Once again, consistency is important in conveying a message that promotes awareness of a brand in an organized, recognizable manner. Whole Food's tagline, "Selling the Highest Quality Natural and Organic Products" (Translation: We sell only the best natural and healthy organic goods), is consistently used throughout the on hold script.
3. Your phone’s music on hold system presents the consumer with an image. On hold messaging ensures that the consumer continues to associate with your products, your services and your brand. Creating brand awareness, through a collaborative, well-developed overall image, is essential to develop a successful brand that achieves maximum benefits.
On hold Messaging Brand Awareness Overview:
• Brand Impression is consistent across all channels
• Repetition of your company slogan or jingle
• Added value through marketing products, services, special events, etc.
• Niche Market Advertising
• Enhances the caller experience and customer relations
Strategically using on hold messages induces top-of-mind brand awareness and retention. The importance of creating brand awareness and effective ways to achieve it, certainly pays well for an organization that does it right.