Message on Hold: Eight Ways to Go Green

     Message on hold is one of the most cost effective methods of communicating a company’s marketing message to its customers and prospective customers, and it works.  But messages on hold can also be one of the most environmentally friendly forms of advertising there is.  So if a company is considering ways to reduce its carbon footprint, here is a list of eight important features to look for when selecting an on hold messaging system or service:

1)  Internet web based on hold player – The ideal on hold messaging system is a hands free Internet web based player.  On hold players that are managed over the Internet require less time and attention to manage and service and are simpler to operate for both the service provider and the end user.  Web based players are particularly important for companies with multiple locations.

2)  No removable media – Internet based players do not require the use of removable media.  The use of Internet based systems is important, as removable media has a number of drawbacks.  For example:

            a) Removable media usually must be delivered by mail.  The cost of postage comes from transportation and handling costs, which represent consumed resources and associated emissions.  Delivery of updates to large numbers of remote locations can be costly and wasteful.

            b) Deployment of on hold message updates at multiple locations often requires someone to drive from location to location to load audio content onto each player.  This equates to significant man-hours as well as drive time.

3)  No disposable media – Another disadvantage of removable media such as cassettes or CDs is it is often single-use and disposable.  Disposable media are difficult to recycle and therefore usually end up in landfills.

4)  Paperless process – On hold messaging is an electronic audio medium that allows an advertiser to get their message across without paper.  Support services, such as script development and invoicing should be paperless as well.

5)  No batteries –Message on hold players should use non-volatile “flash” memory to store audio programming.  Insist on a system that does not require the use of batteries to maintain memory in the event of a power failure.

6)  Energy efficiency – On hold messaging players should have low power consumption.  A good solid-state player should use about 1/50th the energy of a standard light bulb.

7)  Made from recycled and recyclable materials – Try to select a player that is made from recycled or recyclable materials.

8)  Use your on hold airtime to promote business as well as environmental issues – Businesses have a captive audience in their inbound calls.  On hold airtime is an ideal time to tell callers about your businesses’ conservation efforts and to promote green causes.  A good copywriter can script messages that will communicate a company’s business message while promoting environmental consciousness.