In a lot ways, on hold marketing strategy is a lot like the game of chess.
Of course, that’s an analogy I enjoy making because a passion for the game of chess runs in my family. My father was the president of his high school chess club. He taught me to play chess and think strategically as a teenager. Slowly, I learned what each piece could do and began to play intentionally with the end in view. In time, I won more games than I lost and eventually competed in a statewide match. (I have a medal in my stash of high school memoirs somewhere!) My son plays now, and I enjoy challenging his strategy.
Strategy is essential because winning is never automatic; not in chess and certainly not in the context of a an on-hold marketing campaign. But very few companies take the time to formulate a solid on-hold marketing strategy. Instead, most tend to think of on-hold messaging only in terms of a script or an audio production. And that’s like trying to win a game of chess by using only one piece of the whole chess set. It won’t happen.
At On Hold Company, we believe an effective on-hold marketing strategy consist of the following “pieces”:
We will explore each of these elements of a winning on hold marketing strategy in more detail in upcoming blog posts. Because today – more than ever – strategy is the distinguishing factor between merely have a few messages “on hold” and truly driving growth and maximizing brand awareness.