While I was doing some research the other day I ran into this video on Youtube. There is some great advertising music that many of you might remember.
Enjoy!
Archive for August 2011
Continuing in the series why your on hold marketing sucks let talk about the second half, the technical problems.
Phone Technology
Up until recently phone lines have been designed to carry voice data. What this means is that when you speak into a phone only certain parts of the voice sound will get through. Through methods of compressing the sound high and low frequencies (sound waves) are cut off. So, when an on hold system plays music across a phone line part of the music will naturally be degraded.
The second issue is that phone technology still uses monophonic sound. This makes sense since we’re only listening with one ear. I personally don’t see this changing until we can dial and pick up a call all in our head. Monophonic isn’t so much of a problem but we expect more because our life is in stereo or 5.1 surround depending on who you talk too.
Solution
The solution to both of these problems is to know the limits of the system. When a composer creates music for an on hold system he or she must know the limits. That means no big bass sounds or high piccolo melodies. This idea also holds true for the audio engineer who is producing the music.
On Hold Technology
Technology everywhere is improving by the minute. Nowhere is this more true than in sound design.
One of the problems with on hold technology is that it followed my rule, you should design for the limitations of the system. It’s a safety feature in a way so that you don’t overload the capabilities of a phone. What this means is that most on hold technologies only allow you to place mp3 files on the line. Mp3 is a lower quality format because it compresses the audio, which has a similar effect to the issue I mentioned above.
Some newer systems allow you to play CDs on the phone line. This is a great step but can get many unsuspecting marketers in trouble. Primarily you’ll overwork the phone line and cause distortion, a nasty sound to say the least.
Solution
Again, the best way to solve these problems is to know what you can and can’t do. Mp3′s can be of high quality if produced correctly, but it will never stand beside full spectrum audio files. So, another part of this solution is to know that what you hear on the phone is not meant to be a movie going experience. However, using the proper techniques will get you one step closer.
I hope this series has been helpful in creating solutions to your on hold marketing problems. If you have any questions please place them in the comments below.
Every week I’ll post a sticky song. What’s a sticky song? It’s a piece of music or sound that you can’t get out of your head.
Oscar Mayer
Everyone wants to be an Oscar Mayer after this catchy jingle.
"Your call is important..."
On average businesses spend 96% of their marketing budget on inducing calls while only 4% of their budget is spent on call center activities. With budget allocations like this is it any wonder why businesses aren’t seeing results from their on hold marketing?
Over the next two weeks I’m going to discuss with you why your on hold marketing is not reaching its potential and I’ll give you ideas on how you can improve.
Lets start by outlining what the main issues are:
- Customer service
- Poor technical standards
Customer Service
I’m not sure what the percentages would be but I can safely assume that one of the top priorities for companies is the service they provide to their customers. In fact, many businesses will state in their mission that they will provide excellent customer service. Here’s the problem we lie through our teeth, a lot. Think about the last time you called a company and received the message “We are experiencing higher than normal call volume…” This may be true but I find it highly unlikely when I call at 2am.
The other message we hear a lot is “Your call is important. Please hold.” If I am really important you’d be on the phone with me right now. No?
It’s not all bad but you should understand the economics here. To have an agent waiting for every call would put a serious strain on your organization. On hold systems make sense from cost perspective. They also make sense for three other reasons – reducing drop calls, improving mood of callers and increasing sales.
What I am suggesting to you is that you change your message not the medium.
Case in Point – WestJet
I want to point out a company that does this really well, WestJet. Now, it has been over a year since I’ve last had to call them but when I did they made light of the fact that you are on hold. They didn’t dance around it and neither should you. They used a time estimation for how long you would be waiting. Plus, WestJet also used the time as a opportunity to provide you with useful information.
The end result: I came out loving WestJet for being honest and providing excellent service. And look I’m spreading the word.
Okay, that should do it for today. Please check back next week for the second half where I’ll cover some of the technical problems. If you have any questions please share in the comments below.
Every week we’ll post a song that we can’t get out of our head.
Folgers
What happens when you have a really awesome jingle? Everyone wants to sing it. We all know that Folgers is the best part of waking up and if I could be this bright eyed in the morning I’d drink the stuff too.
Enjoy this A Capella version of the classic Folgers jingle.
Your company has policies, I’m sure of it. Do you know what these policies mean to your customers?
Case in Point
Just the other day I was trying to pay for some house supplies. I go to the store, find the items I want and wait in line like everyone else. The only problem was I go to the registers only to find that the company does not accept credit cards. Well this might be a problem since I rarely carry cash these days. While I understand the economics of accepting credit cards, I also understand that turning down customers who are ready to pay is also not a great idea. For this particular company I tend to agree with their policy since the average purchase is under $10.
Your company needs to be more aware of their customers and how your policies can make or brake an experience. A suggestion by author Roy Osing is to create a dumb rules team. Their job is to find and stamp out dumb rules. I’m in favour of that.
There are more extreme examples of poor policies than the one above. Maybe you can think of a few?
This week I have been reading one of my favorite marketing books “Positioning” By Al Ries and Jack Trout. They reminded me of a business called Mennen. The company was quite successful but line extended themselves out of business or a least a large share of business.
What I found most interesting about the Mennen brand is they are one of the early adopter of the audio logo concept.
Speed Stick – Mennen
Even more awesome was that this audio logo became part of pop culture and appeared in Seinfeld and on Scrubs. By becoming a part of two successful TV shows the Mennen brand is promoted in a low cost/high value method. Tough to do but well worth the work.
Thought leaders make a following
It seems like everyone is scrambling to find out who the next thought leader is and add them to their company roster. I encourage you to do that.
With the gathering of information being so vital to business today I think if you are the one creating the data then you will be much further ahead. Also, if you can provoke thought in those who are around you then you can help shape the future.
Here’s the thing, what is a thought leader? What qualities should they possess? Is thoughtful thinking something that we are born into? If not, can we acquire the skills needed to become a thought leader?
Thought Leaders Are
I’m not going to pretend I know what a thought leader is, however, I’m going to take a stab at it. Maybe you can join in by posting a comment on what you think thought leadership is?
Thought leaders ask questions.
Thought leaders provoke emotion.
Thought leaders give what they know.
Thought leaders what to see change.
Thought leaders create action.
Thought leaders think outside the box.
Part of this list seems to be teachable skills and if that is the case then yes you can acquire the needed skills to become a thought leader. If you are looking for thought leadership skills then follow the leaders and learn from them.
Here’s a few that I follow. There are many others.
Andrew Schiestel of TBK Creative
Seth Godin
Malcolm Gladwell
Harry Beckwith
Scott Adams AKA Dilbert
Every Friday we’ll post as song that we can’t get out of our head.
Dell – Lollipop
Who wants a lollipop? Sweet, delicious and maybe a little addictive – kind of like this song.
This one is a classic from the late 1950s originally performed by The Chordettes as seen below.
More recently Dell has taken the song to new commercial heights. Have a listen below.
Okay, that’s a lie – I can’t bend music. However, this post will show you just how the right music can help any brand be flexible.
This week I was admiring the Sydney Opera House ad featuring “The Ship Song” by Nick Cave as seen below.
Nick Cave, “The Ship Song”
Sydney Opera House advertisement
The song itself is great, but what should be interesting to brand managers is how the song was applied to this ad. It’s been rearranged to fit all that is the Sydney Opera House. They play the song in a rock style, a classical style and in a pop style. By doing this they tap into many different audience who could benefit from the Opera House and its offerings.
Brands that use music must be acutely aware of how flexible the music they are using is. You want songs that have the ability to tap into different emotions. You want songs that can be played fast or slow. And you want songs that can be played on different mediums.
By doing this you will allow your music assets to maximize their potential.