Mark Williamson
Mark Lane

Member Article

West Yorkshire paper agent introduces ‘on-hold’ marketing

West Yorkshire-based Papico, one of the UK’s leading paper agents, is aiming to revamp its brand image by giving customers a treat for the ears.

Papico has employed PH Media Group to create a new audio profile, incorporating bespoke music and voice, designed to reflect the company’s values and complement its visual branding.

The voice and music will primarily be used on Papico’s telephone system in the form of on-hold marketing – the messages heard by callers whenever they are placed on hold or transferred.

Instead of listening to muzak or silence, customers receive short snippets of information relevant to their needs and interests.

“On-hold marketing fits perfectly with the company’s forward-thinking approach, offering an innovative means for supporting continued, sustainable growth,” said Papico director David Bramhill.

“We produce a wide range of products for a variety of markets so on-hold marketing provides a golden opportunity to educate customers about our proposition.”

An independent, family-owned business based in Allerton Bywater, Papico supplies more than 150 paper types into niche and technically-demanding markets.

“On-hold marketing can act as a powerful tool for cross-selling and up-selling products, increasing brand awareness and driving sales,” said Mark Williamson, PH Media Group sales and marketing director.

“Research has shown 20 per cent of customers make a buying decision based on information heard while on hold, so it is important businesses make full use of this opportunity.

“Papico is a strong family-brand offering a range of highly specialised products so it was important to create an audio profile which reflected this ethos, allowing clear communication with customers from a range of industries.”

This was posted in Bdaily's Members' News section by Mark Lane .

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