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Marketing Business Plan Example
Steve Pavis
Audio Marketing for Your Business
People prefer not to wait. However, if people have to wait, they’d rather not do so ‘in a vacuum’.
Try to visit a busy dentist’s office and you will see that clients awaiting their turn usually spend
their waiting time reading magazines. In public comfort rooms, people who are waiting in line
usually entertain themselves by reading the ads on the comfort room’s walls and cubicle doors.
It’s the same story at the subway where people waiting for their train kill time by gazing
at the brightly lit, indoor billboards.
You can actually use people’s penchant for diversion to maximize your customer interactions
through the phone. While your callers are waiting to talk to your customer service personnel,
entertain them with your unique audio commercials.
The Opportunity
If you have done your marketing campaign properly, your phones are going to be ringing
off the hook. Due to practical considerations, though, you cannot possibly hire more
than the necessary customer support personnel. Consequently, you cannot always immediately
respond to your customers’ calls.
Studies show that phone-in customers are typically placed on hold. There is usually a time
lag between the time your customer makes the call and the time your staff can address his or
her concern. This time lag can go from 30 seconds to one minute or more. This 30-second delay
represents an opportunity to sell your brand, your products and your services to your callers.
Furthermore, people who are calling you are already interested in your services or products.
In other words, your callers represent the best type of traffic: targeted traffic.
Since your callers are already interested, you have a good shot at converting callers into
customers.
While your potential customers are waiting for a customer service representative to assist
them in their concern, you must make sure that they stay on the line. Instead of entertaining
them with music as some businesses do, why not create an audio marketing piece that is
specifically targeted to promote your brand, reinforce your customers’ decision to patronize
your business and acquaint these customers with your products, services and special promotions?
How to Make Audio Marketing Work
You must procure an audio marketing application from a qualified audio marketing ASP
(application service provider). Your program must be able to ‘recognize’ the caller’s
concern.
This can be done through an automated phone system. Depending on the caller’s responses
to automated questions, the caller’s line will be fed audio commercials that are relevant
to what he or she is calling about.
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