The economy has everyone in a tizzy these days, but it’s always important not to forget that businesses need to keep up their branding and marketing despite fiscal challenges. I talked with Paul Beran, CEO of Advertel (News - Alert), a company that does On Hold advertisements and marketing strategies, about how vital it is for businesses to continue finding new ways of getting more revenue from existing customers. Having worked in that space for years, Beran had a unique perspective on the situation, and how Advertel has stepped up to the plate. See the full exchange below:

JK: What is the best way to take advantage of a customer’s time spent on hold?

PB: Over the phone, the best way to persuade callers to spend more is to promote frequently overlooked items to callers waiting on-hold.  More and more manufacturers are recognizing the power and value of ADS-ON (News - Alert)-HOLD®, as many are offering “point-of-purchase” co-op reimbursements for on-hold messages. 

JK: How exactly do ADS-ON-HOLD provide power and value to manufacturers?

PB: For ADS-ON-HOLD that play on manufacturer's customer service lines, a great number of callers are there to complain, or at least question the facts regarding a specific product.  They are probably not potential customers at this point.  Moreover, they’re more likely to be disgruntled customers.  For manufactures to highlight the features and benefits of its products to callers waiting on-hold, they can reinforce questionable sales.  If they choose to answer FAQ’s on-hold, they reduce the numbers of callers in the queue, which tends to help provide more efficient customer service and lessen the overall hold-times.

For manufacturer-sponsored ADS-ON-HOLD that play on dealer network hold buttons, they gain direct “in-the-ear” marketing to a perfectly targeted audience.  They can also make use of under-utilized co-op programs that might not otherwise gain enough accrual to impact conventional media.  They also gain a competitive advantage over other brands the dealer may carry of a similar product.  There is absolutely no wasted audience.  Everyone who hears the message is already a customer, or at least, a strongly potential customer.

JK: How will Advertel’s holiday offerings bring advantage to its customers?

PB: ADS-ON-HOLD® exclusively features musical “superstars” for the hold-button, and not just your run-of-the-mill “jingle bells.” As such, subscribers gain exclusivity, notoriety, and prestige.The very next thing callers hear is an ad for the client, and they’re honestly listening!  (…and not just tuning it out as background music!)