The Client - T.T.I. (Our client since October 2003)

What They Do

Since 1960, Thermal Transmission Industries - T.T.I. - has provided parts and equipment to HVAC contractors throughout Northwest Ohio and Southeast Michigan. They represent more than 80 brands and carry dozens of product types, from air cleaning equipment to water heaters.

The Writer’s Approach

BusinessVoice Senior Creative Consultant Bob Seybold writes T.T.I.'s On Hold Marketing content. He says, "Most of the company's customers run their own HVAC business and, since that’s a busy job, they may not have time to read about new trends or learn best practices. Using business tips in the On Hold Marketing helps T.T.I. add more value to the caller experience."

That's a great example of using marketing content to serve an audience, providing information that helps them to be better at their jobs or makes their lives easier. Read more on that approach in Bob's article "How the 80/20 Rule Applies to Your Caller Experience."

Production Credits

Creative Consultant: Bob Seybold
Voice Talent: Amy Jeffries
Recording Engineer: Don Binkley

The Client - NAPA Auto Parts (Our client since 1996)

What Is This?

It’s what we call a Real Deal production, one of three types we provide for NAPA. Each quarter, NAPA publishes promotional information about products, tools and machinery specifically for their automotive service and repair clients. We select several of the sale items and create on hold content about them.  

The Style

We’ve used light humor in NAPA’s Sales Driver and Real Deal On Hold Marketing for years. “It’s a good fit with the audience, and it makes any time spent on hold more enjoyable,” said Andrea Poteet, the writer behind the NAPA content.

(Listen to more Humor On Hold samples here.)

The Client

Established in 1925, NAPA - the National Automotive Parts Association - grew out of a group of independent parts dealers that joined together to make it easier for people and businesses to access the vehicle parts, tools and related products they need. With more than 6,000 stores across the United States, NAPA has been a major player in the auto parts industry for nearly a century.

Production Credits

Creative Consultant: Andrea Poteet
Voice Talent: Scott Greggory
Recording Engineer: Chris Zaharias

The Client - Arbor Hospice (Our client since 2017)

What Do They Do?

Providing exceptional medical care for patients, as well as expert support for caregivers, Arbor Hospice helps people in the final stages of life spend their remaining time "free of physical, emotional and spiritual pain in an environment where they are most secure."

Located in Ann Arbor, Michigan, Arbor Hospice has been serving the community since 1984, longer than any other hospice provider in the area.

The Writer's Thoughts

As you can imagine, creating marketing content for a hospice organization requires walking a thin line between the need to inform an audience and the desire to avoid selling of any type.

"I wanted to share the work we did for Arbor Hospice because this production was such a labor of love," said Creative Consultant Cassandra Evans. "When we spoke with [Director of Marketing] Tracey Pierce in July, she let us know that their On Hold Marketing needs had evolved. She didn’t want to continue to mention all their services. She wanted to focus on the emotional support they provide - showing empathy and understanding to all the caregivers they help each day. It was important to her that we let callers know they have an entire team available that can provide advice and support, no matter the time."

Cassandra said, "This project was very special to me. It was amazing that Tracey was so focused on her callers, their needs and their emotional state when they reach out."

Production Credits

Creative Consultant: Cassandra Evans
Voice Talent: Amy Scott & Scott Greggory
Recording Engineer: Don Binkley

The Client - Lakeland Auto & Marine (Our client since 2016)

What’s Happening Here?

This Humor On Hold production is wall-to-wall game show fun, full of wacky challenges, without all the burdensome cash and prizes.

Before they can speak with someone, Lakeland Auto & Marine callers must endure the audible punishment we dish out, including a montage of disturbing sounds and the horrid warbling of a middle school talent show contestant.

The production includes instrumental jingles, sound effects and group shouts. And what would the caller experience be without the desperate trumpeting of a drowning elephant?

The Response

Lakeland President Chris Hamann is an enthusiastic supporter of our Humor On Hold, saying that “the feedback has been absolutely fantastic. I’m so thankful that you’re willing to do this kind of stuff for us.”

After we create a video version of his On Hold Marketing, Chris shares the content on his company’s Facebook page. His followers agree that the humor makes holding enjoyable.

Eric M. wrote that Lakeland is “the only place I don’t mind being put on hold.”

Glenn M. replied, “Hilarious. Good laugh to start the day.”

Thaddeus W. wrote, “That was awesome!”

And Don H. offered this comment: “Nothing like asking to be put on hold again so you can finish listening.”

Accolades

In October 2020, this production won a Platinum MarCom Award. It’s also been credited with saving countless lives during our nation’s coin shortage. And by the end of the year, this recording will be the first On Hold Marketing production to be launched into space.

Production Credits

Creative Consultant: Scott Greggory
Voice Talent: Scott Greggory & Amy Scott
Recording Engineer: Don Binkley

The Client - Cross Company (Our client since 2019)

What They Do

Cross Company is 100% employee-owned with locations in 18 states. Their nearly 700 experts serve customers from six specialized groups, ranging from robotics and machine automation to process and mobile systems integration.

BusinessVoice provides On Hold Marketing for the four Cross Hose and Fittings ParkerStore retail locations in North Carolina, where they make custom hydraulic hose assemblies for walk-in customers.

Our Approach

"Every Cross associate has a stake in the success of the company, and they serve the public face-to-face every day," according to BusinessVoice Senior Creative Consultant Bob Seybold. "So, we work to make sure the On Hold Marketing reflects each employee's personal drive to create great experiences for their customers. And we often incorporate the voices of Cross Company employee-owners in the OHM content to deliver their authentic message to callers."

Our Client's Thoughts

Mary Melton-Hale is the President of the Hose and Fittings Group of Cross Company. She wrote, "On Hold Marketing has helped us share details about our services with customers, often in a humorous way. Bob makes the updates easy and keeps the content fun and interesting. Bob and his team understand our business, and they share our message of 'getting our customers back to work fast' in a fresh, creative way."

Production Credits

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

The Client - Otterbein SeniorLife (Our client since 2011)

What They Do

Otterbein SeniorLife is a not-for-profit faith-based ministry that was founded in 1912. With their goal of “liberating elders and those who serve them from the mindset of institutional care,” the team is committed to changing minds about assisted living. Its six continuing care retirement communities in Ohio and Indiana provide for more than 2,000 residents.

Our Approach

“With clients in many other industries we often promote the tangible benefits of products or services,” said Creative Consultant Bob Seybold. “But with Otterbein SeniorLife, we address emotional issues and concerns; everything from wellness and companionship to independence. Those are the main topics that Otterbein callers ask about when they talk with the staff.”

Bob said, “We address the uncertainty that many people feel about making the move to a senior living community. We talk about the dreams and fears that are common to almost everyone, so callers will know they’re not alone in their hesitation or with the questions they have.”

Bob also incorporates audio from actual Otterbein residents to answer some of those common caller questions and serve as encouragement for potential residents.

Production Credits

Creative Consultant: Bob Seybold
Voice Talent: Amy Jeffries
Recording Engineer: Chris Zaharias