Nearly all businesses these days have some form of on-hold marketing. Generally though, it is not very well thought out and is used purely to fill the waiting time between when a customer calls and when the customer finally gets through to speak to you. Your business may be missing a big opportunity to utilize this important window of opportunity to more effectively promote products & services that may interest the caller.
Every time a customer phones your business, you have an opportunity to maximize this precious time with a well structured on-hold marketing message. The influence of on-hold marketing is well documented and the figures speak for themselves, yet businesses do not seem to fully realize the mistakes they are making. It is astonishing that 94% of all marketing budgets are used to induce the customer to call, and only 6% to handle the call once it is received. It’s clear that something doesn’t quite add up here.
The amazing thing about effective on-hold marketing is that it can help businesses in any industry to promote their products & services in a simple and cost efficient manner. It’s naive to consider it an unimportant part of your marketing mix.
The infographic below explains exactly what your business needs to do to make the most out of on-hold marketing and details the steps you must take if you wish to maximise its potential. It outlines the hard facts and figures about the influence of on-hold marketing, provides tips identifying exactly what you should do when planning your on-hold marketing message, as well as guiding you about the importance of music selection to supplement your on-hold marketing message. What mistakes is your business making?
About the Author
Steve Hashman is Director, Marketing & Products at Exponential Solutions (The CUBE). He regularly writes about marketing techniques.