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.

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!

If you’re a business owner who has been working on a change-of-ownership, or new location for months – you’ll be surprised at how clueless your customers are. It’s a big transition to you, but bringing your clients with you will take more than just word-of-mouth. Direct mail, phone calls, emails, and music on hold advertising messages are part of an effective strategy of information dissemination.

Our expertise is messaging on hold. Often we’re called in to create a customized script that let’s every caller know that the business has undergone a significant change. For a dental office that’s moved, like www.palenadentalarts.com, frustrated patients will be showing up at the old location unless you’re successful with messages such as these:

You’re call is ringing in today at our new location in Salmon Creek. No more stairs! Now, we’ve got a elevator that takes you to one of the most advanced dental care suites in the Northwest. It’s easier to find too… in fact, if you’re on the I-5 or I-205 freeways right now, you’re less than 7 minutes from a beautiful smile. Get directions at www.palenadentalarts.com, or ask us when we return to the line!

This approach works just as well during an ownership transition, new product launch, structural change in the way that you do business that you’re customers need to know about. Use www.holdtimestudios.com ‘s custom on-hold shop to produce messages for you that work. Through inexpensive creative marketing on your phone system, your customer will learn the full benefit of why they make the right call with then called YOU.

Read more unqiue marketing ideas for business strategies at http://www.holdtimestudios.com/marketing-ideas.php

If you’re a business owner who has been working on a change-of-ownership, or new location for months – you’ll be surprised at how clueless your customers are. It’ may be a big transition to you, but bringing your clients with you will take more than just word-of-mouth. Direct Mail, phone calls, emails, and music on hold advertising messages are part of an effective strategy of information dissemination.

Our expertise is messaging on hold. Often we’re called in to create a customized script that let’s every caller know that the business has undergone a significant change. For a dental office that’s moved, like www.palenadentalarts.com, frustrated patients will be showing up at the old location unless you’re successful with messages such as these:

You’re call is ringing in today at our new location in Salmon Creek. No more stairs! Now, we’ve got a elevator that takes you to one of the most advanced dental care suites in the Northwest. It’s easier to find too… in fact, if you’re on the I-5 or I-205 freeways right now, you’re less than 7 minutes from a beautiful smile. Get directions at www.palenadentalarts.com, or ask us when we return to the line!

This approach works just as well during an ownership transition, new product launch, structural change in the way that you do business that you’re customers need to know about. Use www.holdtimestudios.com ‘s custom on-hold shop to produce messages for you that work. Through inexpensive creative marketing on your phone system, your customer will learn the full benefit of why they make the right call with then called YOU.

There is often undue consternation over what style of music should be used for a company’s telephone on-hold message. The music must support (and not distract) from the MESSAGE about your business.

1. Understand that you’ll be choosing a genre of music – you won’t be able to use that U2 song unless you’re ready to pay thousands upon thousands of dollars in copyright fees.

2. Choose a style that fits your businesses image, not just your favorite genre. It’s a classic marketing mistake to pick artistic bents that you enjoy, instead of what’s most effective for your target audience. It’s Marketing 101, folks. Once I installed a system where the Owner-Doctor of a veterinary clinic was a classical music aficionado, and insisted her on-hold messaging use the same. The “up” nature of their voiceovers was a poor match for soothing classical music.

1. When in doubt, aim for the Lowest Common Denominator among your telephoning audience… it’s light jazz – because it’s least likely to annoy your callers compared to rap, rave, bluegrass, country, and so on…

1. Follow the industry trend. From our experience, here it is:
   1. Banking and financial: Classical Music
   2. Veterinarian and Dental: Light Jazz
   3. Automobile: More aggressive jazz
   4. Business Services: Bluesy jazz, without blaring horns.
   5. Day Spas: Neo-classical, or New Age
   6. Manufacturing: Light Jazz
   7. Adventure Sports and Gyms: Rock to Rave
   8. Retirement Planning: Big Band (boomers love this style)
   9. Locally rooted businesses: Heavily dependent on local music influences.
   10. Businesses who deal with stressed out callers: Neo-classical.
   11. General Restaurant: Light Jazz
   12. Expensive Restaurant: Mellow piano Jazz (we call it “smoky” around here)

Our tagline for Hold Time is “Good things come to those wait.” Maybe it should be, “We think about it so you don’t have to!”.

Hear samples at www.holdtimemusic.com, and www.holdtimestudios.com