National Survey Shows Companies See Real Value in On Hold Messaging

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Nearly 25% say on hold marketing generated meaningful sales for their business.

On Hold Company, a leading provider of on hold messages and marketing for business, recently participated with the On Hold Messaging Association in conducting a national survey that revealed 85 percent of companies that use on-hold messaging see it as a useful marketing tool that adds value to their business.

Nearly one in four respondents said on-hold marketing generated real sales revenue for their business. Respondents also said their on-hold messages were most effective in helping them build their image and professionalism, followed by providing value to the time callers spend on hold and decreasing hang-ups.

High call volumes shed light on the opportunities that exist with on-hold messaging. Sixteen percent of the companies that responded said they receive more than 200 calls a day, and 49 percent receive at least 75 calls daily. An average of 57 percent of calls are put on hold, with two-thirds of those callers on hold between 15 seconds and one minute.

If a company receives 100 calls a day, and 50 percent of those are put on hold with an average wait of 30 seconds, that equates to almost half an hour a day of potential marketing directly to customers on hold.

Only 12 percent of respondents said they update their message six times or more a year. But those who updated more frequently said on-hold messaging has been directly responsible for sales. They also were more likely to describe on-hold messaging as a useful marketing tool and saw a greater impact on their businesses.

“These numbers show that on-hold messaging works,” said Bryant Wilson, OHMA board member and CEO of On Hold Company. “This is the first OHMA survey of this magnitude, and it is rewarding to see concrete data on the positive impact that on-hold marketing has on our clients’ success.”

The On Hold Messaging Association (http://www.ohma.org) is an international trade organization for audio marketing agencies. OHMA and its members are committed to increasing awareness of on-hold messaging as an effective marketing tool, maintaining the highest service standards, and promoting strict standards of ethical business conduct.

OHMA and its member agencies conducted the online survey March 26, 2012 through April 15, 2012 with a total of 1,555 respondents nationwide. The survey results were compiled and analyzed by Greystoke Insights.

On Hold Company (http://www.onholdcompany.com) has been in business since 1994 and provides on-hold marketing for more than 13,000 clients across North America. The company, located in Shreveport, La., also provides digital signage solutions, telephone voice prompts and overhead music and messaging services.

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Scott Anderson
On Hold Company
(318) 686-9030 119
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