Advertise using waiting tones and on-hold messages
Advertise using waiting tones and on-hold messages
In a time where customers switch providers without thinking twice and when websites like Groupon are giving 50% discounts, retaining customers is a harder challenge than it was few years ago. Waiting tone / on-hold advertisements can help small businesses retain customers. Using your already owned telephone and cellular phones you can provide direct, focused information, to retain your customer and even upgrade sales.
Waiting tones target prospect and customers, whereas newspaper and online advertisements target the general population in order to generate sales leads. Thus the aim of waiting tone advertisements is less about generating new customers, but more about generate new deals from already existing customers and upgrade each deal. Waiting tones are not a substitute for mass communication advertisements, but a complementary aimed for your old customers.
Waiting tones and on-hold advertisements best fits businesses which mostly keep contact with prospects and customer using the phone, for example:
Pizzerias and fool delivering restaurants
Private clinics
Lawyers
Beauty salons
Plumbers
Electricians
Many other businesses in the services industry.
The benefits of waiting tone advertisements are vast, from higher return on investments to maintaining brand names.
Upgrade sales: Every business has the best selling its commoditized products which sell at large volumes at low margins, for example a plain Margareta pizza for a pizzeria. In order to increase profitability, pizzerias push specials and supplements starting from soft drinks to special Pepperoni sausage supplement to put on top of the pizza. To be a profitable business you have to push your specials and try to upgrade each order from each customer. Emphasize on the most profitable products and not on the high volume low profit products.
Differentiate your business from the rest: Let's say that you are a specialist of some kind, for example a plumber. Without a waiting tone advertisement, many people who call would think that you are the same plumber as the other ones on the Yellow Pages infinite list. Waiting tone advertisement would help you to emphasize your benefits over others. Just like every specialist doctors who create and maintain a specialty and reputation, you should do also.
Immediate return on investment: Whereas mass media and internet advertisements campaigns cost thousands each month, waiting tone ads costs much less. Waiting tone advertisement costs a onetime production fee, about $200 to $250, and maintaining the ad costs virtually nothing, starting from $1 to $10 dollars each month. Thus the return on investment is much greater. You need only few customers to upgrade their deal, to get full return. In the example above, 13 customers which have upgraded their deal from $100 to $115, get's a full return. From this point the profits is all yours.
Create and maintain brand name: Brand names do not belong only to large enterprises. Every business must maintain reputation, for products and services in the market. Starting from the small pizzeria which needs to maintain the impression in customer's mind that its products are supreme to the fast food chain, up to specialists who always need to demonstrate that they are better, plumbers, electricians, hair dressers from others.
Shorten conversation time: If customers are already exposed to your specials, and got the right information before you start talking, you can reduce the conversation time. This is better both for the customer and for the person who answers the phone call.
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