This is part of a series on crafting a winning on hold messaging strategy.
At On Hold Company, we believe a thoroughly strategic creative on hold messaging always includes a combination of diverse elements, similar to all the pieces in a chess set. We have discussed the importance of delivering a consistent message across all mediums, incorporating core branding elements, and regularly rotating your marketing content.
Up to this point, all of these strategies have been basically linear, like most pieces on the chess board. Pawns, rooks and bishops all move in straight lines horizontally, vertically, or diagonally. They are limited in the direction they move and they are bound by the pieces around them.
But not the Knight. This cavalier in shining armor isn’t bound by the same set of rules as the other chess pieces. The Knight moves in a combination of directions in a single move, and it’s the only piece that can “jump” over another one to advance its attack. Thus, the Knight poses an immensely dangerous threat when it’s in the middle of the action. That level of creativity makes a Knight one of the most strategic elements in the game of Chess.
Your on-hold strategy needs to wield that same creativity for you to stand out from the crowd. There’s a huge difference between merely copying and pasting paragraphs from your company’s brochure and carefully crafting a set of effective marketing announcements. Not everything in print translates easily into an audio marketing layout. Plus, a well-designed on-hold ad campaign takes into consideration a company’s call volume, hold ratios, current marketing objectives, and primary target audience.
In most cases, an experienced design team is needed to recommend the right approach, draft compelling messages, and build an overall campaign layout that combines content with creativity. Sample some of the marketing campaigns we have created for various clients, and let On Hold Company help you jump into the right position.