There's a much-publicised passage in the newly released autobiography of former Manchester United footballer Roy Keane that tells us a lot about call greetings. In it, the then Sunderland manager is planning to sign a player named Robbie Savage and so attempts to call his transfer target. His call goes straight to voicemail, where he hears the message "Hi, it's Robbie…whazzup!".
Fans of classic Budweiser adverts might be tempted to smile at Savage's answer-phone antics, but not Roy Keane. Upon hearing the message he immediately ditched his attempts to sign the player, deciding "I can't be f***ing signing that".
Whatever this amusing tale tells us about the personalities of Keane and Savage, it tells us something wider about the nature of professional employment. If an answer-phone message can put off potential employers like a football manager, it can sure as day put off clients, customers and colleagues.
A call greeting that is overly informal, or indeed one that just sounds amateurish can act like a big neon sign telling people to stay away from your business. Instead, take the time to invest in a high quality call greeting. Make it short, simple and professional or, if your business has a distinctive brand personality, create an effective way to communicate that in a succinct way.
What is an audio logo? It's a question business people sometimes ask in the face of jargon-friendly marketing men. Well here's a no-nonsense explanation:
"An audio logo is a short sound clip that instantly identifies your brand"
For example, the McDonald's "I'm loving it" jingle is an audio logo. So too is this famous ditty from Intel:
As you can hear, it's a simple sound that communicates instantly the essence of a brand and inspires the listener to immediately associate it with Intel.
But don't fall into the trap of assuming that audio logos are only relevant for big corporate giants like McDonalds and Intel. In fact, they can often be most effective for smaller businesses.
Here are our 5 reasons to get an audio logo:
1 - They're Memorable
One of the biggest challenges for any marketing effort is getting your message to stick in people's minds. What's the point of pushing a great product if no-one is going to remember it? Audio logos can be memorable because of their simplicity, and because studies show that we remember music and sounds more effectively than other forms of marketing. When you're competing in a competitive market, having a memorable brand can be crucial.
2 - They're Versatile
Once you've got your own audio logo, there's no end of ways to use it. If you're in the business of commissioning TV or radio ads, then deploying your audio logo at the end of them helps re-enforce your brand. But you can also use it for your website, on-hold messaging, call greetings, presentations and events. Audio logos are one of the most versatile marketing tools.
3 - They're Short
One of the greatest problems with marketing is the fear that potential customers have simply switched off by the time they've finished reading your newspaper ad or hearing your sales pitch. In today's fast-moving world, short and snappy audio logos can be a real asset because they can communicate your brand in such a brief space of time.
4 - They're Creative
There's no set formula for how an audio logo should sound - as long as it's distinctive. In the case of Intel, it's just a jingle comprised of a few notes. In the case of McDonalds it's a simple tune communicated in a number of different ways. But you can also insert words and strap lines into your audio logo. In fact, there's no end to the ways in which you can be creative. If your brand is designed to appear friendly and approachable, you can make your audio logo bright, cheery or even funny. If your brand is serious and professional, you can make your audio logo reflect that as well. 5 - They're Cost Effective
Don't think that just because they're used by big companies, audio logos are necessarily extortionately priced. In fact, once you've commissioned your audio logo, you'll get so much use out of it, it'll become cheaper with each play. At Voice Takeaway, our audio logos start at £35/$58 (excluding VAT) - a price that will soon seem a bargain.
Indeed they are. Here at Voice Takeaway HQ in the UK, the arrival of Atlantic storm Hurricane Bertha has reminded us that summer won't last forever. What's more, the leaves have started to turn a distinctly duller hue, and the evenings are noticeably drawing in.
Now, you may be wondering what on earth this sentimental observation has to do with audio marketing - well, I'll tell you. Seasons come and go, and when they do they change more than simply the weather. Our working lives and cultural celebrations change with it.
Therefore, audio marketeers have the perfect opportunity to refresh their marketing content to make it appropriate for each new season. Otherwise, the sunny, summery advert you aired in June may prompt fits of nostalgic rage from your customers by the time they're still hearing it on a cold, damp day in November.
What's more, with seasonal celebrations such as Halloween, Thanksgiving, Christmas, New Year and Easter, come prime opportunities for successful audio marketing. If your business has a unique product to offer over Christmas, perhaps holidays, gifts or accessories, then make sure your marketing reflects the festive period.
Similarly, if you've got offers or deals on to mark a certain festival, then why not make a new advert of marketing campaign to reflect this? Not only will it make your business look and sound more topical, it can provide great opportunities to be creative and make a memorable impression on potential new customers.
As a suggestion, why not re-vamp your audio logo for Halloween? Especially if your brand identity is quite playful, why not have fun making it sound a little spooky? Alternatively, update your call greetings and on-hold marketing to notify your customers of your holiday opening hours or seasonal promotions. Then of course, there's always the wonderful opportunity to create a seasonal advert for radio or online.
Bob Dylan was right to note "The Times They Are a-Changin'" - make sure your audio marketing does too.
"Now you have the power to connect with a new audience through the power of audio" - Jenny Brewster This is a guest blog by Jenny Brewster, founder of 'The Podcast Academy;
Wow, podcasting is rising out the ashes all of a sudden - but why? Podcasting is becoming so popular here in the UK and as with all things we'll have early adopters who reap the benefits and there'll be those who are left scratching their heads a couple of years from now wondering why they didn't start their podcast show!
It's all down to the rise of the smartphone - it's that simple. When you create a Podcast show, you can even call it a radio show, YOU are creating targeted content that your listeners can tune into on ter go! Whether it's by the pool, on their mundane journey into work or even if they're in the gym - when I'm working out I always have the Judge Jools podcast playing and hey! Its' FREE…
Last week we had great news from Apple, they are turning the Podcast App into a NATIVE app! What does this mean for you - well, the Podcast app now comes preinstalled on all iPhones with the IOS8 operating system and above. Wait, there's even more great news, if it's not enough that Stitcher Radio are going into Ford car dashboards, now Apple will be doing the same with podcasts, though this is rolling out in the US first, we won't be far behind.
So why do YOU want a podcast show? Where do I start, if you have a business that you make a revenue stream from why would't you want one? Do you market your business? Do you use social media in your business? Maybe you blog, maybe you send out flyers or do mail drops? Now you have the power to connect with a new audience through the power of audio, the 1 billion strong iTunes audience, or the SoundCloud and Blackberry audiences - it's free!
By creating your very own Radio show you are reaching a target demographic with the power of audio, so how does this sell more of your products? When done the right way your intro and outdo on your show drive listeners to your website, when you dangle that lead magnet in front of a bunch of avid fans of your show you can bet your bottom dollar they're going straight to your site and grab it! Boom, you've captured their email data to talk to them offline through email marketing.
None of this is rocket science, it's simply applying all the marketing strategies you know but applying them to your podcast not your blog post that people don't have time to read. We're in a scan economy, you need to be capturing people's attention in creative ways. The minute we sit down at a PC we have a to do list as long as your arm, but when we're on the move the content we tune into is purely our choice. Podcasting is powerful - embrace it to position, promote and profit.
Audio marketing is taking off - but for many business people it is still something of a mystery. In this blog, we aim to answer what audio marketing is, why you should be using it and how to do so.
What Is Audio Marketing?
Audio marketing is exactly what is sounds like - the use of audio for promotion and marketing. This includes everything from radio adverts to on-hold messaging, events voiceover to website audio.
Why Should I Use It?
Many people are auditory in nature and so appealing to their sense of sound can be a far more effective way of marketing a product or service than more traditional means of marketing. Also, in today's competitive market, the use of effective audio marketing can help your business stand out from the competition.
How To Use It?
Audio marketing can be deployed in a number of ways, but if you're a small or medium sized business just starting out with it, why not make use of these three staple audio marketing techniques.
An audio logo: a short sonic image that captures the essence of your brand and can be used at events, on your website, at the start of your videos and in adverts. Just think of the McDonald's "I'm lovin' it" jingle.
A call greeting: make sure your answer-phone messaging contains more than just a dry voice. Hire a professional voiceover artist to record a carefully scripted message to give your callers all the information they need whilst conveying the professionalism of your brand.
On-hold messaging: in stead of simply playing cheesy old songs to your on-hold callers, create some on-hold messaging to inform them of your latest offers, products and online presence.
Audio can be used in a variety of contexts, and business events are increasingly among them. Here are a three quick business scenarios in which audio can be applied to good effect.
Annual General Meetings AGMs can often be quite dry affairs, so the use of audio for announcements and information can help liven up proceedings. What’s more, the choice of audio and voices used can help establish the brand of the organisation in question. Tip: Why not use the voices of your employees to make announcements at your AGM? It’ll help show that the organisation is inclusive and adds a personal touch.
Business Conferences At business conferences, the dissemination of information is especially important. The use of audio can alleviate any confusion and provide clear messages to the delegates.
Industry Awards There’s nothing quite so disheartening as an awards night that is poorly produced. If the event is slick and professional the award winners will instantly feel more pride in their achievement and the reputation of the awards will increase simultaneously. Using professional audio to announce the nominees and categories or to communicate other important information is a great way to establish this.
We’ve all sat through dry and dull presentations in our time, be it a client pitch, in a business meeting or at an interview. Whenever the content of the presentation is dull it can seriously harm its chances of success - so here’s a tip for spicing things up a bit and increasing your prospects of landing that client, job or the trust of your boss: use audio!
Many people are auditory in nature, so the careful use of sound and voiceover throughout a presentation can not only make you stand out from the crowd, it can also increase your chance of delivering an effective presentation. Here are some top tips for using presentation audio.
1. Audio Adds a Professional Sound
Whether you’re in a business pitch, job interview or company meeting, making yourself seem as professional as possible is always a winner. By using audio, you can help make your presentation sound extra slick in a way that will be sure to impress whoever you’re pitching to.
2. The Power of Audio Testimonials
These can be used in a variety of presentation environments. If you’re pitching to a potential client, why not play a couple of audio testimonials from the happy customers you already have. Hearing other businesses enthuse about your services will make your offer instantly more trustworthy.
Alternatively, if you’re doing a presentation as part of a job interview, why not get your past employers and work colleagues to provide audio references. Hearing your former boss’ voice will lend their words a lot more power than if the interviewer simply read them on a page.
3. Audio Logos Can Capture Your Brand
An audio logo is a short sonic image that captures the essence of a brand. Just think of the McDonald’s ‘I’m loving it’ sound or Intel’s ‘leap ahead’ logo. At their best, an audio logo can encapsulate everything that your brand stands for - something that any prospective client or buyer will want to know. Firstly, make sure you have an audio logo and then use it strategically throughout your presentation for maximum effect.
If you’re presenting to a potential client or employer, the chances are that yours is not the only presentation they’ll sit through that day. By using audio throughout your presentation, you’ll be sure to stand out from the crowd in a way that demonstrates your professionalism, creativity and attention to detail.
5. Audio Can Help If You’re Not A Natural Presenter
If you’re not a natural presenter or you get nervous doing pitches, using audio is a great way to help make your presentation engaging and original without placing too much pressure on yourself to deliver your best performance. For example, if you’re nervous about extolling your own virtues, use audio testimonials from previous clients or employers to do it for you.
