More Restaurants Using On Hold Music And Messages As Part Of Marketing Automation.
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Overhead Music For Restaurants
Talk to Easy On Hold about a great-sounding music for your restaurant at a great price. Legally use music that you control. Music makes such a nice difference, especially nice during holiday time.
Stay away from satellite radio with its interruptions, and remember, your consumer account with Pandora or Spotify is not legal, as explained in the article we reference below.
National Restaurant Association Guide For Music
The National Restaurant Association has published a guide to the legal use of music in your restaurant. When you use Easy On Hold (our streaming music service is known as Brandi Music for businesses) your licenses are paid as part of the service. Ask us!
Remember that guy on the Ed Sullivan show that would spin plates on tall sticks and run around trying to keep all the plates spinning? (If you're not old enough to remember, check out the video.) Restaurant owners and managers are pulled in so many directions, they can feel like they're always trying to keep the spinning plates from crashing to the floor. Successful restaurateurs employ systems whenever possible, in three major areas: Operations, Financials and Marketing.
A recent article at Restaurant Owner.com asks, "think about how successful your restaurant could be if you regularly gave competent attention to each of these three areas." "Imagine that your marketing received the attention it deserves with the result being well-conceived and well-executed promotional activities, events and communicating to your database of regular customers."
Restaurant marketing automation is picking up steam, as restaurants push their hold buttons into action with custom on hold marketing systems. On hold messages say the right things to the right people, and play 24/7. One more way to advertise and one less thing to worry about.
A strong marketing idea
"Marketing is getting the word out about the restaurant and positioning it correctly in the minds of the public. It includes public relations, community involvement, advertising, promotions and projecting the right image," says restaurantowner.com. When customers call to ask about location, table availability, hours, menu, etc., they will only wait on hold for a short time before moving on to another establishment. In addition to keeping these callers from going elsewhere, on hold messaging accomplishes your marketing goals:
- Correctly positions your restaurant in the minds of the public
- Promotes current events, offers and improvements
- Projects the right image of your operation
Case Study: Market Bar Chicago
Market Bar Chicago is one restaurant that "gets it" when it comes to marketing. Having closed briefly in March, 2012, Market is now open with an updated interior and revamped menu. Getting the word out involved a mix of PR, Social Media and advertising efforts. Callers are being taken care of while on hold with a custom script that touches on the best Market has to offer:
- The Market Shuttle will transport you and your party to Market
- Market Social Media connections
- Location and hours
There's also a snippet about the features that make Market unique:
What are you in the Market for? Take a seat on our sidewalk cafe or enjoy the outdoor beer garden. Don't worry about those rainy days—our beer garden features a retractable roof! Come inside and enjoy the game on one of our 14 big screen TVS and enjoy a delicious meal by Chef Evan Packer. Or plan a rooftop night out with friends. Sip savory cocktails and relax with a 360-degree view of downtown Chicago. There's a place for everyone here at Market! We'll be right back to take your reservation."
Of course, music is key in setting the right tone. Market's advertising manager was able to audition music using the Easy On Hold music jukebox, and selected a background music track that matched the energy of the establishment.
Looking for ways to improve restaurant marketing? On hold messaging takes care of callers while you're busy spinning those plates.
Easy On Hold Featured On Restaurant Reports
On-hold message marketing can impact a restaurant's bottom line
Easy On Hold president Julie Cook recently authored for Restaurant Report's blog Running Restaurants. Julie provides insight into how messages on hold marketing can impact a restaurant's bottom line. Here are some exerpts. ((Read the entire report here.))
True story: Man calls restaurant to make reservations and is placed on hold, where he hears the local radio station and a commercial for another restaurant. It sounded so good, he hangs up and decides to go there instead. Man not only enjoys a delicious meal with his wife later that evening, but begins cooking up something else of his own: A solution for restaurants and other businesses who want to keep business, not lose business, by properly using hold time to promote themselves.
"I hung up the phone that afternoon thinking, that restaurant is handing over their precious hold time to their competitors, as well as every other business in their community. They're helping everyone do more business but themselves. How crazy! I knew there had to be a better way, and that's what I've devoted myself to all these years."
Considering that the average hold time in America is 43 seconds—almost the length of a radio commercial—you have a significant opportunity to tell your callers exactly what you want them to hear about you. After all they're captive, and we know from research that most callers want to hear something other than a radio station, silence, or sleepy Muzak while on hold.
A customer calls your pizza parlor at the dinner hour. You place them on hold while you take another order. While they're holding, they hear about the cheese bread special for $1.99 with any order. They weren't thinking about cheese bread when they called, but it's beginning to sound good. When you come back on the line, you take an order for pizza-and an order for cheese bread. All thanks to the power of on hold.
A caller needs directions to your restaurant. The staffer who answered is right in the middle of a complicated order, so the call is placed on hold while she gets some help. While on hold, your caller hears that you're 'right in front of Macy's,' which is all he/she needed anyway. She hangs up, moves on with her day, and your staffer has one less blinking light to handle.
Your restaurant has a brand new national slogan and menu and your stores have all been remodeled. You've spent hundreds of thousands of dollars on traditional media buys to enforce the new slogan. But for less than a dollar a day, every caller placed on hold will hear the slogan. Considering the average location receives more than 100 calls per week, the per-impression cost is practically zero.
There's nothing worse than calling a restaurant that claims to create an unforgettable experience and being placed on hold in silence-one wonders if they've been hung up on. Or worse yet, they begin to form a negative opinion about the restaurant because it appears you didn't think through every aspect of your relationship with them-in person, on the phone, and on hold. Too many restaurants miss opportunities to shape how their customers feel about them-all because they neglected their callers' on-hold experience.
More: see the on hold message article at Restaurant Reports