Member Article

Global pet care firm revamps audio branding to boost service and sales

The UK headquarters of global pet care products company Beaphar has undergone an audio rebranding exercise as part of a drive to boost customer service and sales.

The Suffolk-based organisation recruited audio branding specialist PH Media Group to create a series of on-hold marketing messages, which will be played to customers whenever they are put on hold, transferred or call outside of normal business hours.

These messages are voiced by a brand congruent voice artist and combined with music, created especially for Beaphar, to inform customers about products and special offers, while driving traffic to the website.

“As an international company trading in 86 countries, we field a lot of enquiries over the telephone and on-hold marketing allows us to handle each of them in the most professional and appropriate manner,” said Sue Huggett, Business Manager at Beaphar UK.

“Although we endeavour to resolve every call immediately, inevitably some will be put on hold and on-hold messaging allows us to keep these customers engaged and entertained by providing key information about products and promotional offers.

“This helps to decrease customers’ perceived waiting time and ensures they benefit from the best possible standards of service.”

Established in 1943, Beaphar provides both retailers and pet owners with a complete range of healthcare products, medicines and foodstuffs developed by its own in-house researchers and laboratories.

“Research has found 20 per cent of customers will make a buying decision while on hold so it is important businesses take advantage of this golden opportunity to communicate with a captive audience,” said Mark Williamson, PH Media Group’s Sales and Marketing Director.

“A tailor-made messaging service transforms a company’s telephone system into a valuable element of the marketing mix, helping to up-sell and cross-sell products without costing the earth.”

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