PH Audio Blog

PH Audio are (queue shameless plug) the on-hold marketing champions throughout Europe, so it goes without saying that we know what we’re doing when it comes to all things on hold.

That said, we do like our clients to be on the ball when choosing music and voiceovers that really represent their brands. And although our Audio Account Managers will make expert recommendations – nobody knows their business as well as the clients themselves.

Music’s effect

No matter what’s happening in our crazy lives, we can always find solace in music. The right melody can change how we feel about something in an instant, so it goes without saying that music (used correctly) in marketing is hugely powerful.

Unless your advertising budget is infinite, you probably won’t be playing Lady Gaga or Take That down the phone to your callers – but this doesn’t mean your music on hold needs to sound like the tinny muzak of yesteryear. That sort of music upsets us at PH, so we’re always coming up with new and exciting tracks that really stand out from the rest.

He can’t pull a rabbit out of a hat, but…

Mike Cooke, our in-house music magician (that’s not really his job title, but it should be), can regularly be found tinkering with his keyboard and twiddling the knobs on his virtual mixing desk – all in the name of adding new and exciting melodies to our library of royalty-free on hold music.

Mike’s creations can be found on the website; there’s a host of styles, genres and tempos that do anything BUT uninspire those waiting on hold.

How do you choose your voice and music on hold?

The most important thing to remember when deciding on music and voice is to make your selection based on what your callers will want to hear (and not your own personal tastes). How old is your average caller? What’s your average hold time? What’s your industry? What kind of message are you trying to portray?

The answers to these questions are paramount to picking the best music on hold track for your business. And if you don’t think any of our tracks are befitting to your brand, you can always have your own exclusive track produced for a fraction of the cost of licensed music.

Voice your opinion

Choosing the right voiceover needs a similar approach. If you’re a young, vibrant company with a quirky marketing strategy, then an older and more mature voice probably won’t fit your brand. Likewise if you’re in a legal or highly corporate field, a spritely, youthful voice mightn’t help build trust in your service. The voice must be spot on to have maximum effect – imagine, if you’re familiar with it, Channel Four’s Come Dine With Me without Voiceover Dave Lamb. Doesn’t work, does it?

The right voice gives your audio brand its own personality. Its own identity. Our voiceovers are all picked from the world of TV and radio; many have provided the voice to some highly recognisable brand campaigns, and some have enjoyed roles in top TV shows. Suffice to say, our talking heroes are top-notch and can handle highly corporate scripts as easily and effectively as a humorous, comedy production.

So when you next find yourself listening to your own on-hold message, pay particular attention to the voice and music – a highly effective on-hold production relies heavily on the suitability of both.

Are you making the most of your audio brand?