The Client - Reid Supply (Our client since 2022)

Making Money

"This production for Reid Supply is a good example of providing valuable information to callers in a concise way, while earning co-op money that defrays the cost of the On Hold Marketing program." That's the word from Senior Creative Consultant Bob Seybold who wrote the copy.

"Reid Supply has brief hold times, so we keep the messages short and use just three seconds of music in between each. Of the 12 messages, six were paid for by the distributors whose products are featured. They pay co-op dollars to Reid Supply for the opportunity to reach Reid's audience," said Bob.

New Client, Long-time Relationship

This is a newer client for us, but they came to us as the result of an existing relationship. When Karen Hale worked for another client of ours, she loved our service. So, when she joined the Reid Supply team, she reached out to us to implement an On Hold Marketing program for her new company.

About the Client

Reid Supply began as a small family-owned business in 1948. Back then, the company used a 16-page catalog to sell industrial parts and tools to machine shops in the Midwest.

Today, Reid provides more than 40,000 industrial components to manufacturers throughout North America, including those in the aerospace, automotive, electronics, food processing, medical and transportation industries.

Production Credits

Creative Consultant: Bob Seybold
Voice Talent: Bob Seybold
Recording Engineer: Josh Jump

The Client - Embassy of Woodview (Our client since 2020)

What They Do

Located in Columbus, Ohio, Woodview Care and Rehabilitation is a skilled nursing facility whose caregivers work to help patients reach their peak independence, functionality, mobility and cognitive ability.

Woodview is part of the Embassy Healthcare network of facilities in Ohio, Pennsylvania and Florida.

They make many types of activities available to enhance their residents’ physical, emotional and spiritual well-being. And the therapy team provides physical, occupational and speech therapy. Woodview's experts have served seniors for decades. (By the way, the BusinessVoice team has worked with senior care facilities for decades. It's one of our primary vertical markets.)

 

The Writer’s Thoughts

"When communicating with an audience that's calling about senior care, it's especially important to build trust," said Senior Creative Consultant Cassandra Evans. "We do that first by trying to put ourselves in the callers' shoes. What do they need to hear? What's important to them? What truths can we focus on to ease their minds?"

In this production, Cassandra tells the story of Bruce, a man who came to Woodview with limited mobility. After three months of working with the rehabilitation team, Bruce was getting around much easier. "Real-life success stories build trust, too. They help callers see how they or their family member can benefit from Woodview's care."

Production Credits

Creative Consultant: Cassandra Evans
Voice Talent: Amy Scott
Recording Engineer: Josh Jump

The Client - Michigan Head & Spine Institute (Our client since 2001)

What They Do

The team at MHSI isn’t messin’ around! From their nine surgery centers in Southeast Michigan, the staff treats patients with disorders of the head and spine. Their specialties include neurology, neurosurgery, neuropsychology and physiatry, which is a non-operative discipline used to improve patients' lives by improving function.

The Writer’s Thoughts

Senior Creative Consultant Bob Seybold pulls together the content for MHSI’s On Hold Marketing. He says, “We believe in the power of story and, whenever possible, incorporating our clients’ stories into their marketing content.”

Bob notes that Michigan Head and Spine Institute produces "Patient Stories" videos that they feature on their website and social media channels. “We extend the value of that marketing effort by repurposing some of the audio from those videos and using it in the client’s On Hold Marketing. It reinforces MHSI’s brand and creates a unique experience for callers.”

Production Credits

Creative Consultant: Bob Seybold
Voice Talent: Catherine Smith
Recording Engineer: Josh Jump

The Client - Signature Harley-Davidson (Our client since 2016)

The Signature Story

Signature H-D has been serving Harley riders since 2000 from their showroom in historic Perrysburg, Ohio. They're located just off I-75 and within easy reach of many country roads, so customers can choose where they want to test ride the bikes they're considering.

Along with new and used Harleys, Signature provides parts, service, motor clothes and other merchandise.

While promoting a fun lifestyle, the Signature H-D team upholds their three core values every day: honesty, integrity and service to the community.

The Writer’s Take

"Signature H-D is a lot of fun to work with," said Cassandra Evans, the BusinessVoice Creative Consultant who writes the client's On Hold Marketing copy. "I’ve been working to incorporate a certain attitude into their productions to really communicate the Harley brotherhood / sisterhood that’s so prominent among Harley riders."

Customer Thoughts

Buying from Signature H-D was "by far, the best experience I have had."

"Good guys to work with. Took really good care of me."

"The staff is very knowledgeable."

"Amazing people."

Those are just a few of the comments that Signature H-D customers have shared.

Production Credits

Creative Consultants: Cassandra Evans
Voice Talent: Steve Lovvorn
Recording Engineer: Chris Zaharias

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

The Programs

We produce On Hold Marketing for many NAPA Auto Parts stores in several states. Based on each location's needs, we provide either a monthly Image production, a bi-monthly Sales Driver production, a quarterly Real Deal production or a combination of those.

The Style

For years, we’ve taken a lighter approach with the NAPA copy, putting a humorous spin on car care and the parts and supplies NAPA carries.

This production was created for the Real Deal program, so it’s targeted at shop owners and managers who are calling to purchase parts for re-sale, as well as supplies and equipment for their own operations. Given the audience, we often poke fun at shop culture.

About Our Client

NAPA - the National Automotive Parts Association - has been serving America's professional automotive technicians and do-it-yourselfers since 1925. The company maintains the industry's largest inventory - more than 500,000 parts and accessories. There are 6,000+ NAPA Auto Parts stores and more than 16,000 NAPA AutoCare and AutoCare Collision Centers across the U.S. Learn more at NAPAOnline.com.

Production Credits

Creative Consultant: Bob Seybold
Voice Talent: Scott Greggory
Recording Engineer: Josh Jump

The Client - Wellington Implement (Our client since 2019)

How It Started

Wellington Implement General Manager Tom Stannard reached out to us in early 2019. He liked the On Hold Marketing demos on our website, especially the humorous content. He was a client soon after.

Before writing the script for the company's first production, our team discussed how to approach the copy conceptually. We agreed that introducing fictional customers and townspeople with each update could be a fun and fruitful idea. We would tell stories about how those characters relate to Wellington Implement, whether they were stopping in to buy a new tractor or they were just a topic of the current conversation around town.

Client Feedback

Tom likes what we do, calling our work "awesome." He sent us a voicemail from a customer who was hoping to be placed on hold so his wife could hear our Humor On Hold. The caller said our messages "are fantastic!"

"We get so many comments about how entertaining our on hold marketing productions are," Tom wrote. "Sitting on hold stinks. Might as well keep our customers we love so much entertained!"

About Our Client

Since its founding in 1929, Wellington Implement has become one of the top businesses in north central Ohio. The family-owned company sells and services new and used tractors, combines, backhoes and other construction and farm equipment. They also carry well-known brand names like Case IH, Cub Cadet and Honda.

Production Credits

Creative Consultants: Daniel DiManna & Scott Greggory
Voice Talent: Scott Greggory
Recording Engineer: Chris Zaharias