Personalize On Hold Messaging

I recently called my printing company to check the status of my business card order. The customer service rep put me on hold, and for the next few moments I was serenaded by a local radio station playing country music. An avid jazz fan, I would have preferred the relaxing, tender tones of a sultry sax but, nevertheless, I continued to wait patiently for the customer service agent to return. The country song ended, followed immediately by a 60 -second spot for the national printing chain, Kinko's. Not only was Kinko's promoting a special sale on business cards, but the ad also went on about other discounts and services, website info and location information. As a customer on hold my printing company had my rapt attention but just gave its biggest competitor a full minute of free advertising! I mentioned the radio ad to the owners, and within days the station feed was replaced with a custom marketing message.

This incident may be rare, as not every business opts for a radio station to entertain their callers on hold. But even those businesses using a simple music on-hold program are losing out on an inexpensive, yet powerful marketing opportunity. If your business has invested in an on-hold system, think beyond the ordinary music track. The average hold time for a customer is 84 seconds. Consider the many ways you could promote your business if you had a minute-and-a-half with a captive audience! Create a catchy recording that unabashedly promotes your company's products, services, special events and promotions. A Memphis orthodontist uses her on-hold message not only to promote her practice but to promote community events for local charities. A hospital near Atlanta has recorded patients, young and old, thanking doctors and staff members who cared for them during their stay at the facility.

Like a radio spot, an on-hold recording has the power to personalize and promote...and with very little stress on your advertising budget.