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’?”

Update (May 2017): Judges’ Comments

The judges at the 2017 MARCE Awards had nice things to say about this production.

“This was a very entertaining OHM production, and I found myself wanting to hear more. Well done!”

“The writing is the winner on this one. The scenarios are a great way to share what the company does, and there are a few moments that catch you off guard and make you laugh.”

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

 

The Client - NOIC Home Mortgage Lender (Our client since 2006)

What They Do

NOIC is a full-service mortgage banker that lends to home buyers, builders and real estate professionals. The NOIC staff provides expert assistance with every aspect of mortgage lending from offices in Monroe, Michigan and Sylvania, Perrysburg and Westlake, Ohio.

A New Direction

Humor On Hold™ may be a new concept for NOIC, but it’s one we talk about internally all the time. “We’re always thinking about how can we surprise callers in a positive way,” said BusinessVoice Chief Creative Officer Scott Greggory. “Specifically, which clients need a fresh approach? Which industries could present themselves less rigidly, less predictably?”

“Banks and mortgage lenders are definitely business types that could humanize and have more fun with their marketing, so we were very happy when the team at NOIC had such a positive response to our content,” said Greggory.


The Client’s Reaction

"[Writer] Andrea Poteet approached me with an idea that was unique and fun,” wrote Jason Perkins, NOIC’s Director of Marketing. “She asked me if I was open to it and I said, ‘Of course!’ When I listened to the recording for the first time, I was shocked by how creative it was. I listened to it over and over just thinking, “Our customers are going to love this!" I like this new creative direction the OHM is taking. Awesome job! Amazing! Keep up the great work, guys!"

The Writer’s Thoughts

“I was really excited to try something a bit out-of-the-box for NOIC,” wrote Creative Consultant Andrea Poteet. “Some callers may be nervous about applying for a mortgage. Helping them laugh can be a great way to alleviate some of those fears, while sending the message that NOIC will guide them through the process.”

Production Credits

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

The Client - Quality Inn and Suites of Monroe (Our client since 1993)


What They Do

Quality Inn and Suites of Monroe is a full-service hotel located in southeastern Michigan. The facility offers 127 guest rooms, as well as meeting rooms, ballrooms, and a long list of popular amenities.

Why On Hold Marketing?

These days, most people can book a hotel room online; they don't have to call the hotel. But there are still plenty of people who need to talk with someone at a hotel they're considering, 1) to ask questions that are not addressed on a website, 2) to make arrangements for a large event at the hotel, 3) to get a feel for what the service will be like, or 4) because using a website or app isn't possible or practical at the moment.

Quality Inn and Suites recognizes the opportunity they have to turn hold time into an enjoyable caller experience. And since providing fun, memorable experiences is one of the goals of hospitality companies, they allow us to take full advantage of that opportunity.

The Writer’s Thoughts

“Quality Inn and Suites wants content that appeals to people who are looking for the human connection that a phone call provides,” said Bob Seybold, the Creative Consultant who writes this On Hold Marketing copy.

“Even when callers are on hold, they can quickly hear that this content is unique and custom, not some standard messaging that sounds like every other hotel they may have called.”

“The people at Quality Inn are always up for something different,” said Seybold. “I love finding new ways to help their On Hold Marketing stand out and be a memorable experience for their callers.”

Production Credits

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

The Client - Mountain View Tire and Auto Service (Our client since 2005)


What They Do

Founded in 1987, Mountain View Tire and Auto Service provides tires and automotive service to drivers throughout Southern California. The 30-store chain is owned and operated by two generations of the Mitsos family.

Mountain View’s commitment to delivering “the WOW experience” at every touchpoint has earned the company legions of loyal customers and scores of enthusiastic testimonials.

Stories On Hold

In addition to BusinessVoice providing Mountain View’s On Hold Marketing, our parent agency - MadAveGroup - takes care of all of their other marketing, including their website. The Good News section of the site features many examples of - you guessed it - good news: stories about the nice choices people make; stories about accomplishments, anniversaries, how Mountain View supports the community, and more.

By turning a few of those stories into On Hold Marketing content, we gave callers more reasons to like Mountain View, and reinforced WHY they should choose Mountain View for tires and service.

The Writer’s Thoughts

“More and more, we’re focusing on answering the question ‘why’ rather than ‘what,’” said writer Scott Greggory. “Callers know that Mountain View sells tires, and the Goodyear tire they sell is the same Goodyear tire that the competitor down the road sells. So, we use the On Hold Marketing content to prove to people that they’re better off buying from Mountain View.”

Production Credits

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