{"id":1390,"date":"2013-11-05T14:59:50","date_gmt":"2013-11-05T19:59:50","guid":{"rendered":"https:\/\/easyonhold.com\/blog\/?p=1390"},"modified":"2013-11-05T18:55:27","modified_gmt":"2013-11-05T23:55:27","slug":"marketing-they-cant-ignore-messages-on-hold","status":"publish","type":"post","link":"https:\/\/easyonhold.com\/blog\/marketing-they-cant-ignore-messages-on-hold\/","title":{"rendered":"Marketing They Can&#8217;t Ignore: Messages On Hold"},"content":{"rendered":"<p><em>Article by Easy On Hold President Julie Cook<\/em><\/p>\n<h1><a href=\"https:\/\/easyonhold.com\/blog\/wp-content\/uploads\/julie_cook.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-1391\" alt=\"Julie Cook, President of Easy On Hold\" src=\"https:\/\/easyonhold.com\/blog\/wp-content\/uploads\/julie_cook.png\" width=\"200\" height=\"234\" \/><\/a>Why On Hold Messaging Is Working Better Than Ever<\/h1>\n<p>Let me share with you some thoughts about why Easy On Hold is growing in popularity, and why on hold messaging deserves a piece of your marketing budget. A recent article in Harvard Business Review provides excellent insight into modern sales and marketing:<\/p>\n<blockquote><p>In a media saturated world, persuading through interruption and repetition is increasingly ineffective. To engage consumers, advertisers must focus on where and when they will be receptive.<\/p><\/blockquote>\n<p>With traditional marketing means becoming less effective, smart marketers are shifting focus from targeted campaigns to ongoing presence. What role do you play in your customers&#8217; lives? When they need you, are you there? When they call you and have to wait on hold, will you be a helpful, rewarding presence, even though you can&#8217;t come to the phone right away?<\/p>\n<p>The telephone call you receive from a customer or potential buyer is an open door. Messaging on hold provides customer engagement when it provides relevant information.<\/p>\n<h2>Offer Value, Or Risk Being Ignored<\/h2>\n<p><a title=\"Jeffrey Rayport at Wikipedia\" href=\"http:\/\/en.wikipedia.org\/wiki\/Jeffrey_Rayport\" target=\"_blank\">Jeffrey F. Rayport<\/a> is a Senior Adviser at Castanea Partners, a private equity firm, and former Harvard Business School professor. He authored the article I quoted earlier, titled <a title=\"Article at Harvard Business Review\" href=\"http:\/\/hbr.org\/2013\/03\/advertisings-new-medium-human-experience\/ar\/1#disqus_thread\" target=\"_blank\">Advertising&#8217;s New Medium: Human Experience<\/a>. Rayport is one of many marketing experts warning business owners and marketing managers that today&#8217;s breed of consumer demands that every advertising message must offer value, or risk being ignored.<\/p>\n<blockquote><p>&#8230;marketers must fundamentally rethink their advertising strategy and execution and expand their definition of what, exactly, advertising is.<\/p>\n<p>&nbsp;<\/p><\/blockquote>\n<h2>Think Engagement<\/h2>\n<p>Easy On Hold serves many credit unions across America. Credit Unions are community organizations; member-based, and generally do a better job of consumer engagement than most businesses. Engagement has been a big buzzword in credit union marketing circles, because it best describes the strategy of integrating the brand into the consumer&#8217;s life. Integration takes place through events, apps, social media, educational efforts, surveys, subtle sponsorships of community events, and more. Engagement is the art of weaving your brand into your customers&#8217; lives.<\/p>\n<p>It&#8217;s what Inc. Magazine called &#8220;The New Rules Of Customer Engagement&#8221;, identifying <strong>meaningful, ongoing contact<\/strong> as the key. This means exploiting social and mobile marketing, on-premise techniques and plugging holes in the customer experience (like the telephone on hold audio). When you hear about &#8220;creating winning content&#8221; to grab customers&#8217; attention, or that &#8220;content is king&#8221;, you must remember the time they spend on hold. On average, 70% of your callers will spend time on hold.<\/p>\n<h2>Messages On Hold Are A Key Part Of Your Inbound Marketing Strategy<\/h2>\n<p>When you help callers while they wait, you build credibility and an image of integrity. The caller thinks, &#8220;Wow, if they went through the trouble to make these messages on hold so informative, this business will likely go the extra mile when I need them to&#8230;&#8221; The right time and place to make a connection with your customer is when they&#8217;re reaching out to you. It&#8217;s happening every day on your phones.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Article by Easy On Hold President Julie Cook Why On Hold Messaging Is Working Better Than Ever Let me share [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1391,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[6],"tags":[47,64,15,9],"class_list":["post-1390","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-tips-1","tag-advice-for-small-businesses","tag-custom-message-on-hold","tag-marketing","tag-message-on-hold"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Marketing They Can&#039;t Ignore: Messages On Hold<\/title>\n<meta name=\"description\" content=\"Smart marketers 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