Member Article

Open Exhibitions introduces audio brand to support sales growth

A leading worldwide provider of exhibition stands is rethinking the way it sounds to customers in a bid to boost sales and drive website traffic.

Open Exhibitions employed PH Media Group to create a new audio brand, comprising specially-composed music and voice designed to reflect the company’s ethos and values.

These elements are being used as part of a comprehensive on-hold marketing campaign - audio messages played to telephone callers whenever they are put on hold, transferred or call outside of normal business hours.

Instead of hearing muzak or silence, callers to the company’s Warwick head office will hear short prompts providing details on products and offers or directing them to Open Exhibitions’ website for further information.

“The development of an audio brand is seen as a powerful tool for supporting existing marketing activity and improving sales through increased customer awareness,” said David Edwards, Managing Director at Open Exhibitions.

“Customers who have taken the time to call us represent an actively engaged audience, so it is important we take every opportunity to communicate with them in an effective and efficient manner.

“Implementation of on-hold marketing will ensure this is the case, while helping to further enhance our reputation for first-class customer service.”

Open Exhibitions design and build creative event stands and environments for exhibitions, working with a number of clients worldwide.

“The average UK customer is kept on hold for 33 seconds per call – around three seconds longer than a typical television advert – so hold-time represents a golden opportunity to promote products and services,” added Mark Williamson, Sales and Marketing Director at PH Media Group.

“In employing on-hold marketing, Open Exhibitions is able to supplement its existing marketing mix with another cost-effective element designed to deliver substantial ROI.

“Many brands give heavy consideration to how they look but it is also important to consider how you sound.”

This was posted in Bdaily's Members' News section by James Thornton .