Looking for hold music for your business phone?  You’re not alone.  For businesses looking to leverage “alternative marketing solutions” in a down economy hold music is a no-brainer weapon for the arsenal.  The use of less expensive promotional vehicles to augment or replace traditional advertising is on the increase even as Bloomberg.com reports that newspaper circulation declines steepened in recent months.  “The Economy” is not the only reason for this trend.  Today’s marketplace is seen as more sophisticated and skeptical, and less susceptible to the impact of traditional advertising media (at least as traditionally employed).  I.e., traditional marketing is not dead, but there are new players in the game, and a “mix” of marketing channels and approaches, likely, will always be the best approach.

Couple shrinking marketing budgets with a changing consumer mindset, and “guerrilla marketing” may be becoming mainstream.  At the same time on-hold music and messaging, which was once seen as sort of a “necessary evil”… where hapless callers were unceremoniously forced to listen to instrumental Muzak™ renditions of last year’s pop music hits, has morphed into a sophisticated and viable, albeit low-cost means of communicating with – and marketing to consumers.

If, however, you’re planning to simply slap some canned hold music on your business phone, your callers might have a somewhat anachronistic experience waiting in your on-hold loop.  That is, they might think they’ve time-warped back to the era of disco dancing, leisure suits, and avocado-green kitchen appliances.  While keeping up with the times merely for the sake of “hip-ness” may not be the most effective business strategy, there is, for many businesses very real, demonstrable value in the thoughtful use of on-hold messaging.  Consider the following script written and produced by Holdtime Studios for a new client as an example of how hold music can be employed to connect with customers, inform them of relevant developments with your business, and market products and services to them while they are in a “warm” state, having called you on the telephone.

(This is an on-hold script for Halton CAT, the CAT heavy equipment dealer for Oregon and Southwest Washington.  This is one paragraph out of seven or eight in a three to four minute production.  Picture broadcast quality sound, a pleasant, soft jazz music bed, and a warm and friendly male announcer…)

“A LOT OF THINGS GET OVERHAULED AROUND HERE – ENGINES, HYDRAULICS, HEAVY EQUIPMENT, AND OUR WEBSITE…  WE’VE STREAMLINED THINGS AND ADDED SOME NEW FEATURES.  JUST HEAD ON OVER TO HALTONCO.COM TO FIND THE PRICES YOU’VE BEEN WAITING FOR ON OUR HOME PAGE.  EVERY WEEK, WE PUT FOUR MACHINES FOR RENT OR FOR SALE BELOW MARKET PRICE.  CLICK ON THE SUMMER HEAT LINK, OR SIGN UP FOR OUR EMAIL BLAST TO FIND THE PRICES YOU’VE BEEN WAITING FOR AT HALTON TODAY.”

Hold time Studios provides custom, regularly updated music on hold and onhold messaging for a range of business types from financial services to manufacturing to healthcare – and just about everyone in-between. From the professional quality of the finished production to the flexibility to work with most phone systems (including Avaya, Cisco, Panasonic, Mitel, and NEC) to the low cost onhold messaging from Holdtime makes good sense. Why should you consider the benefits of onhold messaging for your company? Let’s use a nautical metaphor to paint the picture…

Sailing the seas of today’s business climate is not for the faint of heart! You need savvy and grit to stay the course. Jumping through all of the legal hoops and clearing the hurdles of red tape and paperwork just to be able to get your “ship” out of the harbor, is only the beginning. Endless challenges await on the open sea. Pirates (commonly referred to as “excessive taxes”) seem to be constantly on the increase plundering and extorting (and beware running aground on “hidden” taxes!) Rival merchants vie for precious customers at every port. Then there’s the cost of equipping and maintaining your ship and crew. If you’re determined to stay the course and not abandon ship, you have to find a way to lighten the load as you leverage the “wind” that drives your ship forward.

Cash flow is the wind in your sails, and the key to cash flow is customers. “Top of mind awareness” could be the “sails” in our analogy. Yes, you may need to cut back on marketing ideas that are not cost effective, but eliminate marketing entirely and you’ll likely find yourself dead in the water. For many reasons, customer retention is often as or more important to cash flow as customer acquisition. Whether for taking care of existing customers or “reeling in” the ones “on the line”, few marketing strategies match the efficiency, flexibility, and cost benefits of onhold messaging. Strategic use of your phone system through onhold messaging could be just what you need to give you the edge to “bring your ship to port”. You can listen to samples of Holdtime’s custom onhold messaging right now at Hold Time Studios.

On-Hold Messaging is one of your most cost-effective marketing tools (minimal investment, warm, engaged, proactive audience, etc.) But what are you communicating? Features… benefits… prices… location… “about”… All good, but not as important as why… Most of what describes you also describes your competition, and music on hold is a great way to market the unique attributes of your company with this creative marketing channel.

Discovering and conveying your own uniqueness is not always easy. Turning it into a selling point can be even harder. Do it, however, or you’ll probably fail. Don’t rely on your marketing department to do it without your help. The responsibility for this critical task lies ultimately with the business owner. As for your marketing department – or whoever you expect to make your phone ring – are you “helping them help you” by providing them that singular distinction they can “write home about”? If a “selling point” elicits the response “Well I certainly hope so!” then it’s not nearly enough…

Car Ad: “All our vehicles come with warranties…!”

Prospective Customer: “Well I certainly hope so!”

Brochure for a typical retail business: “Fast, friendly service!”

Prospective Customer: “Well I certainly hope so!”

Holdtime Studios produces custom on-hold phone system messaging. Their clients who become pro-actively engaged in knowing and communicating their own uniqueness are more successful and easier to work with.

Does this uniqueness have to be worthy of the next Pulitzer Prize? No! But it does have to be something. (Almost) anything. So your dental office uses the latest, high tech equipment, etc., etc.

So your realtors are “professionals” and your website had “millions of listings”. I certainly hope so!

People do business with people. Sometimes that’s enough. Get in touch with what’s different or better about your company, product, or service. Next time you update your on-hold message – or your radio campaign – include that distinctive nugget.

Listen to samples of effective on-hold messaging that connects callers with real people and their distinctiveness at holdtimestudios.com.

The On-Hold Messaging Association says 70% of business callers are put on hold. Make sure that time is put to good use by telling your on hold customers or prospects about how you can solve their problems, or to introduce new products. This audio point of purchase is an opportunity to direct your message to the people who are already interested in your business — because they’re calling you.

One more statistic – 12 to 16% of on hold customers will make a purchase, based on your excellent music on hold.

What makes an excellent on hold message? According to Hold Time Studios, a personal touch, appropriate humor, briefly explaining your unique solution, are all factors. Another is adding some good music on hold for a total creative marketing package.

Patrick Bolan, owner of Hold Time Studios, and sister company Hold Time Music, says some of his clients report their customers ask to be put back on hold; they were enjoying themselves so much!

Radio or print ads can cost thousands, and let’s not even think about the cost of a TV spot, but on hold messaging targets your best customers for as little as $350. Your cost depends on whether you have multiple locations, how often you want to refresh your scripts and whether you need to purchase equipment.

It’s helpful when making business decisions to hear what others have experienced in your situation. Visit Patrick’s testimonial page to read some great reviews and then give him a call.

Occasionally, I’ll see articles popup in main-stream media about Music on hold on business telephone systems like NEC, Cisco, and Avaya. Recently, I spotted one in the Costco Connection magazine. Good stuff. Here’s a recap:

While everyone is trying to optimize their websites with SEO, teleseminars, and social networking, one of the most cost effective means of dynamic marketing is using your telephone system. This applies to companies that have any kind of call volume, because it gives you an affordable way to talk to your most important customer, the one that is calling you.

Use the radio for music on hold? pity. Inevitably, a competitor is going to get their ad on the radio, and your customers will hear it while their on the phone with you! Bad taste, but really great guerilla marketing for them!

Music on hold can actually reduce call volume by redirecting callers to other customer service interfaces, like your website. Typically, “We’re sorry you have to wait for a moment, but you can take care of many typical transactions like…. On our website: www.xyz.com.” Instead of adding another receptionist, redirect your customers to an automated marketing channel you’ve already spent time and money on: your website.

Most people who dial in on your business telephone system have blinders on – their focused on one thing that you provide; And yet you know that there are a whole host of services offered. Wouldn’t you like them to know about those? Use messaging on hold to mention sale prices or special offers, and don’t’ forget to remind them to inquire about it when a sales representative returns to the line.

www.holdtimestudios.com, is a custom shop for productions and equipment that is tailored just for your application. No templates here: each client gets our unique best. Learn more about who we are at http://www.holdtimestudios.com/about-us.php, or call us at 800-521-5570!

We just finished our on hold messaging production seasons for the Spring of 2009, and there were a couple really great stand out paragraphs that I enjoyed doing the voice over for. Of course, adding sound effects that are relevant to your business is an innovative marketing idea… Here’s one that we love, and you can hear the .mp3 attached to this blog.

*If a toilet is over-flowing, is it just a simple clog? Does the toilet need to be repaired? Or, did your son’s favorite action figure “go for a swim” and never return? We don’t “guess” over the phone. Our technician will give you a complete evaluation and accurate price

up-front … before any work is done. We’ll back it with a warranty …. Adventuresome Power Rangers excluded. J

What makes this piece work? Well, it’s a business idea presented in a fun and friendly fashion that everyone can relate too, especially if you have kids. Positive marketing does not have to be stuffy! A fun voice, with relevant information about your company packed around an interesting concept … that’s good music on hold!

Listen to other great ideas at http://www.holdtimestudios.com/marketing-ideas.php, and give us a call to make your commercial grade phone system (avaya, inter-tel, mitel, etc..) sound great!

A few days ago, one our large property management clients eliminated the front-end receptionist, and took advantage of the auto-attendant and music on hold abilities in their commercial grade phone system to speed calls to the right employee, instead of the receptionist.

Many of our clients are small companies that are looking to cut overhead costs in this troubled economic environment, and with their phone system they can reduce their office staff by one person by programming it to full auto-attendant. They can also increase customer awareness of their business with innovative marketing through music on hold that’s paired with the auto attendant system.

In the old days, this would have been voicemail hell; but with well done prompts, callers can get to the person they need within a hop or two. Most commercial-grade phone system have the hardware and music on hold feed, but would probably need to be programmed by a phone tech.

Auto attendants and directories, in conjunction with a well crafted music on hold marketing production, can be cost effective and efficient, and if done well will use the same voice on their auto-attendant as their on-hold feed. What does a well-craft music on-hold production sound like, listen to some samples and get ideas at http://www.holdtimestudios.com/marketing-ideas.php

Budget $100 to 200 to have a professional do several levels of prompts that can guide callers quickly through your system to the right person. Just like a reception area should have complementing furniture and carpet, you should have the same voice do your auto-attendants as the music on hold productions – it makes more a more professional and manageable experience for your callers… and much cheaper than a receptionist!

What is the #1 thing people don’t want to hear on-hold?

- An out-of-tune radio.

What is the #1 thing business owners don’t want customers to hear on-hold?

- A radio advertisement for somebody else.

What is the biggest waste of space on a phone system?

- Silence, while your customers are listening for someone to help them.

What is the second biggest waste of space on a phone system?

- Music-on-hold with lots of distortion guitar (which sounds awful over the phone), and badly written scripts.

What is the most overused, oxymoronic phrase for messages on hold?

- “Your call is important to us.”

o While that may true, don’t remind the caller of it then fill their ear with bad music-on-hold. The best compliment we routinely get at www.holdtimestudios.com is, “Our customers ask to get put back on-hold!” I’m not kidding – read our testimonials!

What’s the most inappropriate music on hold selection we’ve heard?

- Mozart’s Requiem, for a life insurance company!

Honestly, folks…. You can do better with www.holdtimestudios.com. Please read our testimonials and see the music on hold can be fun, engaging, and present your company in a way that will

- callers on hold longer

- help your customers understand the scope and background of your business

- cross-sell products and services your customers are not aware of

- create an marketing impression where there was once was…silence!

Many businesses spend thousands of dollars to make their front office look nice, but the majority of their business is done over the phone. Fortunately, creating a smooth professional experience for callers using voiceovers and marketing on-hold is easy, and less expensive than the furniture in your lobby! Eliminiate dead space, and “harmonize” your phone system by focusing on these four zones:

1. Part 1 – Auto-Attendants, see our blog here.
   
   
2. Part 2 – Marketing on-hold.

If you’ve spent thousands of dollars to purchase a commercial-grade (PBX) phone system, then most of your callers will be put on-hold or transferred during their call. It’s time to deploy your marketing strategy, and tell them why they made the right call when they called you!

It’s important to use the same voice for the on-hold marketing and your auto-attendant, otherwise it sounds like you’ve switched phone systems and your call is heading overseas. Not professional.

We’ve already said quite a bit on the details of this production. You can read about it here:

Content, including website promotion, and services see our blog here.

Equipment, see our blog here.

Music styles, see our blog here.

This dynamic market music on hold channel will tell your customers all about your business for a fraction it would cost to create a print and broadcast medium advertisement, at least it’s less expensive if you use www.holdtimestudios.com. Your callers will also refrain from hanging up now that they have something interesting about YOU to listen to with messaging on hold.

This blog continues to Part 3 here, with a discussion about Directory and Voice Mail recordings.

Many businesses spend thousands of dollars to make their front office look nice, but the majority of their business is done over the phone. Fortunately, creating a smooth professional experience for callers is easy, and less expensive than the furniture in your lobby! Eliminiate dead space, and “harmonize” your phone system by focusing on these four zones:

1. Level 1 – Who or what is answering your callers?
   1. Live answering: We’ve all heard the grouchy, dismissive receptionist over the phone line – and if you’ve got one answering your phones: please! Move her off the front line and let the first impression your callers receive go to someone who sounds like they care! Bonus: A receptionist who is great at remembering names.
   2. Auto Attendant: If you must use an auto-attendant during business hours, use the same voice that’s also voicing your directory, and music on hold messaging.

i. A brief music leader at the beginning of the voice over is a nice touch, as Hold Time Studios does for www.postergarden.com.

ii. Keep it brief: “Thank you for calling Postergarden.com: Smart. Sturdy. Simple. Tradeshow displays. We’re glad you’ve called, and if you know the extension you’d like to reach, please dial it anytime. Otherwise, please remain on the line and one of our project managers will be with you in just a moment.” [transfer to on-hold queue]

1. You may consider highlighting a special (eg. 20% Tuesdays), but do it quickly.

Hear a lot of creative ideas right here:

http://www.holdtimestudios.com/marketing-ideas.php

In our next post, we’ll talk about Level 2, the marketing on-hold.