The Client - Warwick (Our client since 2004)

The Backstory

Warwick opened in 1940 as a furniture store in downtown Cleveland, Ohio.

In 1956, they started installing internal phone systems known as Private Automatic Exchanges and by 1960 they were emerging as leaders in the telecommunications field.

Warwick's data division began in 2010 and today provides managed service solutions for many industries.

What They Do

Serving Northeast and Central Ohio, the Warwick team "optimizes technology and manages connections," providing network infrastructure, cloud, cybersecurity, connectivity and voice services.

Their clients include call centers, as well as healthcare, education and nonprofit organizations, plus hospitality, manufacturing, financial and insurance companies. 

The Writer’s Thoughts

"Warwick has been on the front lines of helping their customers survive the COVID era, so they're facing the same content-related challenge many of our other clients are experiencing," said Senior Creative Consultant Bob Seybold. "Callers suffering from pandemic fatigue are tired of hearing about COVID-19, even though it's still a fact of life that businesses are forced to deal with and talk about."

Bob's solution: "I acknowledged that fatigue and moved the conversation forward by using analogies and scenarios that are relatable for callers. Then, we provided solutions based on Warwick's products and services."

Production Credits

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

The Client - Arrowwood Lodge (Our client since 2016)

Hospitality in the COVID Era

Arrowwood Lodge is a vacation destination in Baxter, Minnesota. They’re known for their indoor water park, Baxter’s Bar and Grill and guest rooms that are so large they’re known as “cabins.”

Like many others in the hotel and restaurant sectors, Arrowwood has had to adapt to accommodate public fears, government restrictions and smaller crowds brought on by the pandemic.

With this On Hold Marketing production, we told callers about some of the changes that might affect their vacation - like reduced waterpark hours - but we also promoted Arrowwood’s clever idea to encourage visits from a different type of guest. The lodge now offers special day rates for people who need a break from working at home. The private rooms include the basics of a home office with the quiet and privacy that many remote workers might be missing these days.

One of Our Favorite Stories

Arrowwood will always have a special place in our hearts. When the lodge’s General Manager Carolyn Bare was researching On Hold Marketing providers in 2016, she knew she was looking for a company that could deliver creative content. "We wanted something that would help guests remember us,” she wrote.

The first OHM company Carolyn contacted produced a custom demo for her, but the work didn’t meet her expectations. When the demo provider realized they’d have trouble giving Carolyn what she wanted, they suggested that she call BusinessVoice.

Within a week, we signed Arrowwood Lodge as client and were working on their first production. Listen to that award-winning production here

Production Credits

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

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 and in 2021 it earned a Bronze ADDY 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