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Media Promotion . . . A Nationwide Provider of Telephone Music and Messages On Hold

 

Media Promotion

Auto Industry Marketing Research Study

  • A telephone guest is 85% more inclined to make a conscious purchasing decision than an "on the lot" or "in store guest".
  • Telephone guests "on hold" want to hear the latest sales promotions offered by the dealer or manufacturer.
  • Over half of the telephone guests holding for a sales rep, asks about something heard while "On hold".
  • A Saturn Store in the Chicago land area attributed over 5% of unit sales to their "message on hold".

In 1998, Media Promotion, at the time a full service advertising, marketing and research firm in the Chicago area facilitated focus group and survey based research study for the GM's Saturn division on general advertising and marketing performance for their dealer stores.  The most interesting aspect of the research study was the stunning results demonstrating the effectiveness of  "Message on Hold".  So stunning in fact . . .  Media Promotion launched a "Music and Message On Hold" division and today is proud to be a leading nationwide  provider of music and message on hold products and services with clients in over 45 states, Canada, The UK, Japan, South America, Australia, Switzerland and other parts of the world.   

Teleconnect Magazine

  • 93% of callers placed on "silent hold" estimated their on-hold time to be longer than it actually was
     

  • 88% of callers prefer on-hold messages versus dead silence or radio
     

  • 16-20% of callers made a purchasing decision based on information they heard while on-hold

U.S. West Communications

  • Providing information on-hold results in a 45% increase in caller retention (fewer hang-ups)
     

  • Businesses experience a 20% increase in requests for additional products and services mentioned on-hold

AT&T

  • 70% of business callers are put on hold 
     

  • 60% of callers put on "silent" hold hang up 
     

  • 30% of the first-time callers who hang up do not to call back 

N.A.T.A.

  • The average hold time for businesses with more than two lines is 55 seconds
     

  • 55% of callers who were put on "silent" hold abandoned their calls in less than one minute - half within the first 40 seconds
     

  • Callers who hear music on hold stay on the line an average of 60 seconds longer than those on "silent" hold 

  • Callers hearing information on hold stay on the line up to 3.5 minutes longer!

Sales & Marketing Management Magazine

  • 93% of the average marketing / advertising budget is spent to entice potential customers to call a business
     

  • Only 4% of the average marketing budget is spent on caller / customer retention
     

  • The average cost in lost potential business from a mishandled call is $34!

    Media Promotion is a member in good standing of ASCAP, American Society of Composers and Publishers

 

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Last Updated April 26, 2008

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Music and Messages On Hold Research by AT&T, North American Telecommunications Association, US West,
Nationwide Insurance and Maximarketing studies.  Compiled by Mar Lyman and Associates.
  • 8 out of 10 business calls are placed on hold.
  • 60% of callers hang up when placed on silent hold.
  • Many callers who hang up call the competition.
  • Less than a third will call back.
  • Messages on Hold reduce hang-ups by 50%
  • Callers placed on hold with music stay on the line for up to two minutes.
  • Callers placed on hold with messages and music will stay on the line for over four minutes
  • A telephone guest is 85% more inclined to purchase then an in store guest.
  • 20% of callers who hear messages on hold purchase additional items or services, that's 1 in 5.