Imagine walking into what you think is a whimsical frozen yogurt shop. Its name is fanciful and the exterior is bright and vibrant. But upon entering, you are greeted in formal language, muted colors surround you, and classical music plays overhead. There’s nothing wrong with these elements on their own or in another setting, but combined, they don’t effectively match the desired mood of the frozen yogurt shop.
Marketing is an integral part of brand creation and management, and you can set the mood with on-hold messages so that your callers mentally visualize your brand. A call to the company could even be the first experience a caller has with the brand, so this is your chance to combine the right mix of components that connects with them.
Here are a few tips to set the mood with on-hold messages:
Remember your target audience
A pediatrician’s office could set a formal mood if their callers are primarily other doctors. But if their callers are typically worried moms, creating an empathetic, soothing mood might be more effective.
What’s a match for your business?
Just because your industry is usually perceived as serious doesn’t mean that you’re locked into a mood. For example, an orthodontist could put the importance of flossing while wearing braces in perspective by using a lighthearted or humorous mood that might resonate better with patients: “Who wants spinach from their breakfast omelet showing up on their date?”
Mix up the mood
The overall message you’re trying to relay determines the mood. A sushi hotspot may normally feature upbeat promos about happy-hour specials, but if they’re advertising that a portion of next month’s proceeds will benefit a local family, a serious, urgent approach could work better.
What this really shows is that there isn’t a one-size-fits-all approach to set the mood with on-hold messages. American On Hold can help you take your industry-specific factors into consideration and craft the on-hold messaging that fits your business. Contact us to learn how our script writers create customized messages that maintain your brand focus.