The Client - International Translating Company (Our client since July 2015)

Our Client’s Reaction

“Okay,” wrote Daniel Doxey, “I shouldn’t have opened [and read this copy] while I was on a conference call. That was a good laugh. Very good work.”

Daniel is our main contact at ITC and a fan of our Humor on Hold™. In fact, it was our fun approach to the caller experience that attracted him to our agency in the first place.

Since then, Daniel’s become somewhat of a brand advocate for us. Read the creative testimonial email that he sent to a company whose on hold experience was less than enjoyable. (In the end, he suggests that the company contact us in order to improve.) 

The Writer’s Thoughts

“ITC is so much fun to write for, partly because languages and translation services lend themselves to humorous interpretations,” said Scott Greggory, “but also because Daniel and his team are so willing to have fun in this channel. They recognize that holding is a negative for most callers. But by allowing us to do our thing in this space, we can turn hold time into a memorable moment.”

The Client

International Translating Company is the oldest company of its kind in the United States. Founded in 1969, ITC provides clients with translation, interpretation and transcription services, along with voiceover, subtitling and language training.

Production Credits

Copywriter: Scott Greggory
Voice Talent: Scott Greggory
Recording Engineer: Don Binkley

The Client - Rose Pest Solutions (Our client since April 2005)

What the Client Does

Rose Pest Solutions has been working with businesses and homeowners since 1860. So, yeah, after more than 150 years of removing bugs and other unwanted guests, they know what they’re doing! Rose serves customers throughout Ohio and Michigan, as well as parts of Indiana, Kentucky and Pennsylvania.

The Production

We began introducing humor into the Rose caller experience in 2015, but in this production, we let some of the pests do the talking. You’ll hear from a box elder bug, a termite and a cockroach. And what would an exterminator’s On Hold Marketing production be without a visit from a saw-toothed grain beetle?

The Writer’s Thoughts

“Having the pests speak up in this one seemed like a logical idea,” said co-writer Scott Greggory. “After all, they are an important part of Rose’s business. Plus, giving them voices and personalities makes for some good fun and a different perspective.”

Production Credits

Creative Consultants: Scott Greggory & Cody McCloskey
Voice Talent: Scott Greggory & Amy Scott
Recording Engineer: Don Binkley

The Client - Notre Dame Academy (Our client since 2007)

What Is NDA?

Located in Toledo, Ohio, Notre Dame Academy is a Catholic college preparatory school for grades 7 through 12. The NDA experience is permeated with Gospel values and designed to promote the development and empowerment of young women to prepare them for a life of leadership and service.

The Production

We saw a video that was produced for NDA by Hanson Inc., a Toledo agency that specializes in creating digital marketing strategies and serious technical infrastructure. The piece featured current NDA students who spoke passionately about what the school means to them. We knew right away that we wanted to incorporate their voiceovers into NDA's next On Hold Marketing production. Thankfully, the team at Hanson graciously allowed us to use their audio.

The Client's Thoughts

“This is great!” wrote Margaret FitzGerald, NDA's Director of Communications and Marketing. “It's our best On Hold Marketing yet, because it speaks to the heart and is integrated with our other marketing."

Our Team's Thoughts

“I think it's really powerful,” said Creative Consultant Andrea Poteet.

“I LOVE stuff like this,” said Scott Greggory, our Chief Creative Officer. “You can feel the girls' enthusiasm for their school and each other. And when the young lady in the 5th message talks about the sacrifices her parents made to put her through school, oh my! It's just wonderful. So heartfelt. It gets me every time. We are so thankful to our friends at Hanson for sharing these interviews with us. They didn't have to do it at all, let alone so willingly. It was their generosity that allowed us to create this special On Hold Marketing for our mutual client.”

Production Credits

Creative Consultant: Andrea Poteet
Voice Talent: Amy Jeffries
Recording Engineer: Don Binkley

The Client - Ray’s Trash Service (Our client since July 2009)

What the Client Does

Serving 17 counties, Ray’s Trash is the largest independent waste disposal and recycling operation in central Indiana. They also provide document destruction, demolition, disaster clean-up and land clearing for residential, commercial, industrial and construction-focused customers.

The Client's Brand

From their website to their vehicles, Ray’s maintains a bright and cheery brand. They have fun with what they do, so incorporating humor into their On Hold Marketing made a lot of sense.



The Production

We’ve been transitioning Ray’s callers from straight content to light humor for the last few months, and we hope to “ramp up the funny” in future updates. Until then, this production features light humor sprinkled in every now and then.

We also included information about Ray’s contact and feedback points, the value of visiting the Ray’s website, and information on the illegality of putting electronics in the trash. There’s a bit of cross-selling, too, with the mention of Ray’s roll-off containers and document shredding services.

Production Credits

Creative Consultant: Andrea Poteet
Voice Talent: Scott Greggory
Recording Engineer: Don Binkley

The Client - Binkelman (Our client since April 1996)

A History of Humor On Hold™

The Binkelman team is among the most ardent supporters of our humorous approach to On Hold Marketing. We’ve been providing the service to them for 20 years. They like that it keeps their callers entertained and on the line, and that it contributes to a positive caller experience.

The Client’s Reaction

After we sent the copy to our main contact Mike Richardson, he called back quickly to say, “I just got done reading the [On Hold Marketing] script and laughed the entire time. It was awesome. I think that concept is extraordinarily funny. I don’t think I’ve ever read copy that had me laughing so hard. Love it.”

 

 

 

70 Years in Business

Binkelman celebrated its seventh decade in 2016. We acknowledged that heritage with an unusual analogy in the first message, comparing the 70-year-old company to a 70-year-old man. The approach plays both sides of the question “Is this message too risqué?”

The Writer’s Thoughts

“This production includes some fun elements,” said Scott Greggory. “There’s the opening conversation in the recording studio, the angry hose rally, and the love song with romantic lyrics such as ‘Girl, you’re so wonderful, like a PPI Herringbone Wing Pulley, or Vacuforce SBF Polyurethane Stamping Cups, or a Goodyear Water Suction and Discharge Hose.’ What woman could resist that type of industrial parts-related smooth talkin’?”

Production Credits

Creative Consultant: Scott Greggory
Voice Talent: Scott Greggory, Amy Scott, Bob Seybold
Recording Engineer: Chris Zaharias

The Client - Concord Mortgage Group (Our client since 2014)

An Explanation

Last month’s OHM of the Month winner was another mortgage lender - NOIC. In fact, this month’s winner - Concord Mortgage Group - owns NOIC.

While we wouldn’t normally highlight companies within the same industry for two consecutive months, we thought this was an interesting case.

Since late 2014, we’ve been providing Concord with straight-forward On Hold Marketing content in a traditional format. But when Jason Perkins, our common contact at NOIC and Concord, heard the Humor On Hold we created for NOIC, he thought a lighter approach would make sense for the Concord brand as well.

We thought that change of direction was worth noting. By exposing Jason to what we could do for his callers on hold, he immediately saw the benefits, including how much Concord’s callers might enjoy the content.  

That's one of the things we do well here at BusinessVoice: develop new ways to engage your callers on hold. "Possibility" and "opportunity" are words we use a lot, and we're glad that Jason recognized both.

The Process

Our Andrea Poteet serves as Creative Consultant for both clients. Along with input from Chief Creative Officer Scott Greggory, she put together the new concept and copy. Then, Scott directed the recording and editing sessions.

“Once Andrea came up with the idea of the therapist talking with several patients about their mortgage fears, I had to find a way to logically transition between the vignettes,” said Greggory. “I’ve always been a fan of the animated show Dr. Katz, Professional Therapist, and while I go out of my way to avoid creative theft, I have to admit that I swiped the music style from Katz for our production.”

“The music really makes it feel like a Katz episode,” added Andrea.

Production Credits

Creative Consultant: Andrea Poteet
Voice Talent: Amy Scott, Scott Greggory, Bob Seybold and Don Binkley
Recording Engineer: Don Binkley