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.

The Concept

In June 2017, Creative Consultant Bob Seybold wrote On Hold Marketing copy for another client - Reliance Industrial Products - that was a bit different. Rather than focusing on what Reliance does, Bob provided callers with helpful tips on lots of general subjects - from maximizing the ROI on home improvements, tightening up resumes, and eating a healthier breakfast to strengthening online security, beating insomnia, and using an alternative form of auto financing.

With this production, Bob provides more great advice. It’s still not directly related to the client, but it’s all aimed at travelers - the people who are calling Quality Inn and Suites.

The Benefits

We like this approach because it’s about “giving” to the audience, a concept we introduced on our parent agency’s blog with the post Giving vs. Taking: A Fresh Approach to Advertising.

Each message is quick, and it’s likely that almost every caller will take away at least a few good tips that they could integrate into their traveling.

Production Credits

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

The Client - Jamieson’s Audio Video (Our client since 2003)

The Approach

Years ago, when we first discussed the Jamieson’s On Hold Marketing program with our client, owner David Jamieson explained his marketing philosophy: “I don't want to compete on price; let's sell the experience." And that’s what we’ve focused on ever since.

The Writer’s Thoughts

“The technology is ever-changing, but the constant is the great experience that Jamieson’s Audio Video delivers,” said Creative Consultant Bob Seybold. “Their customers get high-quality products that are matched to their needs.

“The On Hold Marketing copy we write for Jamieson's features information about some of the most sophisticated equipment you'll find anywhere, but we don't focus on technical specs. We want to show callers how the products and services from Jamieson's can fulfill their needs, whether that's entertaining their family in a custom-built home theater, keeping everyone connected and online with well-designed home networking, creating different atmospheres in their home with wireless music systems, or managing the routine processes of daily life with home automation.”

About Our Client

Jamieson’s Audio Video has been in business for more than 60 years. From their showroom in Toledo, Ohio, they design and sell high-performance audio systems, home theaters, media rooms, and automation and smart technology systems.

By the way, the company’s logo (below) and tag line - Hear. See. Believe. - were created years ago by Terry Lesniewicz, now the creative leader of our sister agency d2iJAV
Production Credits

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

The Client - Our Holiday Clients (This program began in 2015)

What’s Going On?

This month, we’re showcasing a different type of work. It’s a compilation of some of our favorite humorous holiday messages from the past year. In the video above, you’ll hear certified goofiness about Valentine’s Day, April Fools’ Day, the 4th of July and Halloween.

Holidays On Hold

In addition to their regular updates, clients who participate in this program also receive a new On Hold Marketing update two weeks before certain holidays. That production includes all or most of their current OHM content, plus three new messages that pertain to the upcoming holiday.

This very affordable program makes it easy for those clients to feature content related to a current national event, while entertaining their callers at the same time.

The Content Style

These holiday messages are loaded - some might even say stuffed - with our award-winning Humor on Hold™. So, they’re guaranteed to either 1) make you laugh or 2) make your stomach hurt.

For more information on our Holidays On Hold program, please This email address is being protected from spambots. You need JavaScript enabled to view it. or call 419/724-7311.

Production Credits

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

The Client - American Frame (Our client since April 2017)

What They Do

In 1973, American Frame became the first company to sell do-it-yourself metal picture frame kits by mail. Over the decades, the company's inventory and customer base have expanded. The bulk of their revenue now comes from online sales, and they have a modern facility in northwest Ohio that doubles as a framing and education center.

Our Relationship

Early in 2017, our parent company, MadAveGroup, was named American Frame's agency of record. Since then, our team has worked with the American Frame principals to develop a marketing plan, messaging, brand and content standards guides, staff training, email marketing, online content, an updated logo and many other marketing-related aspects of their business. (Learn more and see some of the work here.)

We also conducted a caller experience audit, produced contact center announcements, and created the first of many On Hold Marketing productions, which you can hear in the video above.

The On Hold Marketing Style

With everything we do for American Frame, we want to communicate how their products and services complete and elevate their customers' art, from the paintings and photographs their callers create themselves to the work that they purchase.

“In terms of tone, the key words are 'simple sophistication,'” said Chief Creative Officer Scott Greggory. “We also want to reinforce how much American Frame is legitimately committed to artists and the process of creating art.”

Update (May 2018): Comments from the 2018 MARCE Award Judges

“The music and voices absolutely portrayed a ‘simple sophistication.’ Loved the use of client testimonials. Both the male and female voices reflected the brand. Overall, great work.”

“The testimonials are a nice touch, as is the scope of service offerings. The repetitive use of the tagline is effective and sets expectations for the customer experience.”

Production Credits

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

The Client - Reliance Industrial Products (Our client since January 2011)

The Client

From their locations in Texas, Colorado, Louisiana, North Dakota and Canada, Reliance provides hydraulic hose, fittings and components, as well as oilfield equipment, safety supplies, chaining and rigging.

The Inspiration

With this production, BusinessVoice Creative Consultant Bob Seybold took the Reliance On Hold Marketing in a new direction. Their past content focused on the company’s products and services, but Bob applied the idea of “giving” to this update.

On our parent agency’s blog, we published a post about using the time you have with your audience to give them interesting or valuable information that they can apply, whether it’s to make a more informed buying decision or in some other way. Read the post “Giving vs. Taking: A Fresh Approach to Advertising.”

Bob’s copy includes tips on several subjects, from refinancing a car loan and growing a savings account balance, to improving your resume, being more productive, and making your workday go a little bit smoother.

The Desired Effect

Reliance’s callers on hold are now treated to a fresh approach. They’re hearing information that they can apply in several areas of their lives. And they’re likely associating any positive reaction to the caller-focused content with Reliance. Win, win, win.

Production Credits

Creative Consultant: Bob Seybold
Voice Talent: Scott Greggory
Recording Engineer: Don Binkley

The Client - SYSTEMseven (Our client since January 2017)

Looking for Laughs

Mat Myers is the Director of Customer Love (and Operations) at SYSTEMseven, a fast-growing company that provides Internet and telephone connectivity and related services. Mat reached out to us for a specific reason: he wanted our Humor On Hold.

The Writers’ Thoughts

Creative Consultant Shaun Turner: “During my first conversation with Mat, he said ‘I want the On Hold Marketing to entertain callers and, if possible, remind them about our products and services.’

He understands that if people are calling, they have a pain - they need service, they’re unhappy with their existing provider, etc. - and they don’t want to be put on hold. That just adds to their pain. So we work to alleviate some of that pain, by entertaining callers and giving them useful information at the same time.”

“The SYSTEMseven website has a definite attitude,” said BusinessVoice’s Scott Greggory. “The look and feel is cool, and the funny copy communicates a distinct personality. Both elements were very helpful when crafting the humor, the tone, and even the voiceover of the On Hold Marketing.”

The Client

SYSTEMseven was founded in Corpus Christi, Texas in 2001 as a company dedicated to providing amazing customer experiences. They use that quest for customer love as a differentiator when telling the story of their Internet and telecommunications solutions.

Update (May 2018): Comments from the 2018 MARCE Award Judges

“Very creative copy. Humorous with a healthy balance of product info, well-placed sound effects and music. Great job.”

“The playful copy aligns nicely with the music, which is an interesting - yet not distracting - layer of the production. As the script builds, the information about the company’s offerings is key. That is what builds brand credibility and makes the jokes that much more humorous. This [production] does make its brand ‘yummier.’”

“I smiled all the way through. Love the play on words. Love that the client ‘gets it.’ Great balance of information and creativity.”

Production Credits

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