Category: branding

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branding small business tips

Best Practices for Announcing a Business Name Change or Relocation in Your Audio Marketing Messages 

Planning and executing a name change or relocation for your business is certainly no small undertaking. Since such changes will need to extend across all aspects of your organization, the sheer scope can seem overwhelming. Although applying these changes to certain channels – such as your website, physical signage, and advertising materials – will no doubt be at the top of your to-do list, incorporating the changes into other channels might not be as easy to remember. But in order to avoid customer confusion and maximize customer retention, you’ll want to be completely consistent in administering these important changes across the entire breadth of your organization.  

Announcing your new company name/address in your audio marketing channels, such as your Message-On-Hold and IVR (Interactive Voice Response), might not be at the forefront of your mind when you ultimately decide to rename or relocate. However, doing so is crucial to ensure your customers are aware of these major developments and can continue to identify and connect with your brand.  

Here are 10 Best Practices to follow when announcing a business name change or relocation in your audio marketing messages: 

  1. Consistency: To ensure uniformity across the board, first take stock of all the audio marketing channels that will need to be updated with your new name/location, including Message-On-Hold, IVR, voicemail greetings, website audio, and any other recorded messages. Once you’ve identified all necessary channels, contact your audio marketing provider to establish a game plan for recording and incorporating the changes throughout all relevant audio materials. Remember, consistency is key. It will inevitably confuse customers if only some of the audio channels are updated to reflect your new name/location, while others still refer to the previous. Your audio marketing provider can assist you in determining all areas where your company name/address will need to be updated. 
  1. Staff Awareness: Depending on your organization, there may be restrictions on when you can announce your name/location changes to the public, so it’s critical your entire staff is educated on when and how these announcements will be rolled out. Before modifications take effect in your audio marketing channels, make sure your customer support representatives especially are aware of the rename/relocation and how it should be handled in their interactions with customers during the transition period. 
  1. Clarity, Transparency, Positivity: When drafting content about your rename/relocation, make sure your messages are clear and transparent. While you may want to include some imperative details about these significant company changes, avoid jargon or ambiguous language that might overcomplicate the announcement. It’s also important your messages assure customers that these changes are nothing but positive and in the best interest of all stakeholders. Utilize your audio marketing provider’s script writers for assistance in crafting effective, engaging messages.  
  1. Brevity: Keep your rename/relocation announcements concise and to the point. Avoid lengthy explanations and focus solely on essential information. While it certainly doesn’t hurt to reinforce to your customers these changes are being made to help better serve them, they don’t need to hear every step your organization took in deciding to rename or relocate the business. 
  1. Timing: The timing of announcing your rename/relocation to your customers is essential. Ideally, you should start communicating such changes in your audio marketing messages a few weeks, if not months, prior to the cutover date. Depending on the unique circumstances of your organization, you may need to begin announcing the upcoming changes even earlier. This allows customers to get accustomed to the new name/address and reduces the chances of confusion when the modifications are ultimately implemented.  
  1. Pre- and Post-Change Messages: As soon as your organization decides on an official cutover date, have your audio marketing provider produce PRE- and POST- messages, so you’re fully prepared for a seamless transition. PRE- messages will effectively notify your callers of the upcoming changes before they take effect, while POST- messages will continue to remind your customers of the modifications once your transition is complete.  

For example: 

PRE-Name/Address Change: 

“On August 1, 2023, ABC Tech Services will be changing our company name to BAC Tech Services. And, to better serve you, we will be moving from our Oakwood location to a brand-new, state-of-the-art facility in Springfield. Rest assured, we’ve taken all measures to ensure a seamless transition for you, our loyal customers. Your patronage is of the utmost importance to us, and we look forward to serving you under our new name with the same outstanding service you’ve come to expect from our dedicated team.” 

POST-Name/Address Change: 

“ABC Tech Services is now BAC Tech Services. New name – same world-class service. Your patronage is of the utmost importance to us, as we look forward to serving you under our new name from our brand-new, state-of-the-art facility in Springfield. In the coming months, BAC Tech Services will be announcing several exciting updates to our product and service lines, as we continue to grow in order to meet the needs of our customers.” 

Ideally, you should continue mentioning the transition in your POST- announcements for at least a few weeks after the cutover date.  

  1. Professional Recording: Have a professional voice talent record your rename/relocation announcements. Don’t simply rely on an internal staff member to record such significant changes for your company’s phone greetings. A clear, pleasant, and professional voice will enhance the credibility of your brand, while informing customers of your organization’s evolution. These announcements should be communicated in an enthusiastic manner to instill trust and excitement in your customers. 
  1. Repeated Announcements: If your hold time is typically lengthy, consider repeating the name/location change within your Message-On-Hold at least a few times. This reinforcement will help ensure customers receive the message loud and clear – and quickly become familiar with your new name/address. 
  1. Multi-Channel Approach: In addition to your Message-On-Hold, IVR, and voicemail greetings, remember to prioritize announcing the name/location change through other essential channels, such as your website, social media, email newsletters, and online/broadcast advertisements. Look to your audio marketing provider to record content for your website, social media posts, and radio spots, where you can promote your new company name/location. A multi-channel approach ensures broader reach and reinforces your message to repeat and future customers. (See detailed list below.) 
  1. Follow-up Communications: After your rename/relocation has officially taken effect, consider sending out follow-up communications to your customers, thanking them for their understanding during the transition and reaffirming your commitment to providing excellent service under your new name/location. Look to your audio marketing provider to record short, informative video narrations about your exciting company changes, which you can email-blast to your customer base.  

A company name change/relocation is a significant event in your organization’s evolution. If not handled correctly, it could cause unexpected problems – even a loss in business. Therefore, it’s essential to facilitate your rename/relocation with care and consideration in all of your audio marketing channels and beyond. By following our Best Practices for implementing the changes in your audio marketing messages, you can ensure a smooth transition and maintain long-term relationships with your customers during the process. 

BONUS: Maximizing Impact

10 Effective Techniques for Announcing Your Business’s Name Change or Relocation

  1. Social Media: Utilize your company’s social media platforms to make official announcements about the name change or relocation. Create engaging posts, share updates, and interact with customers who have questions or concerns. 
  2. Email Newsletters: Send out email newsletters to your subscriber list, explaining the reasons behind the change and how it will benefit your customers. Include links to your updated website and social media profiles. 
  3. Website Updates: Ensure your website reflects the new name or location prominently. Update the homepage, About Us page, and contact information. Consider creating a dedicated landing page explaining the transition in detail. 
  4. Online Advertising: Launch online ad campaigns to promote your business’s name change or relocation. Use platforms like Google Ads and social media ads to target both current and potential customers. 
  5. Physical Signage: Replace or update physical signage on your storefront or office building to reflect the new name or address. This ensures that passersby and local customers are aware of the change. 
  6. Press Releases: Draft and distribute press releases to local and industry-specific media outlets. This can help generate media coverage and increase awareness of the change within your community and industry. 
  7. Customer Letters: Send personalized letters or emails to your existing customers, thanking them for their loyalty and informing them of the name or location change. Include any necessary details and contact information. 
  8. Employee Training: Train your employees to handle customer inquiries regarding the change. Ensure they can explain the reasons behind it and are aware of any new procedures or policies. 
  9. Collateral Materials: Update all printed marketing materials, such as brochures, business cards, and flyers, to feature the new name and location. Ensure consistency in branding across all materials. 
  10. Community Involvement: Actively participate in local events, sponsorships, or community activities to reinforce your presence and engagement in your new location. This can help build a positive reputation and attract local customers. 

Remember that consistency is key across all these communication channels. Ensure that the messaging is clear, transparent, and aligns with the values and objectives of your business. By adopting a comprehensive approach to communicating your business’s name change or relocation, you can effectively manage the transition and maintain strong relationships with your customers and stakeholders. 

FAQ: Key Takeaways for Effective Management of a Business Name Change or Relocation 

Q1: Why is it important to announce a business name change or relocation? 

A1: Announcing these changes is crucial to maintain brand consistency, avoid customer confusion, and ensure that your customers are aware of major developments. 

Q2: When should I start announcing a name change or relocation? 

A2: It’s best to start communicating these changes a few weeks or even months before the cutover date to allow customers to get accustomed to the new details. 

Q3: What are PRE- and POST-change messages, and why are they important? 

A3: PRE- messages notify callers of upcoming changes, while POST- messages remind customers of the modifications after implementation, ensuring a seamless transition and reinforcing the new name or address. 

Q4: Besides audio marketing messages, what other communication channels should I use during a name change or relocation? 

A4: In addition to audio marketing messages, you should also use social media, email newsletters, website updates, online advertising, physical signage, press releases, customer letters, employee training, collateral materials, and community involvement. 

Q5: How can I effectively use social media for these announcements? 

A5: Make official announcements on your social media platforms, engage with your audience, and respond to questions or concerns promptly. Use visually appealing content to grab attention. 

Q6: Is employee training necessary for this transition? 

A6: Yes, it’s important to train employees to handle customer inquiries about the change, ensuring they are knowledgeable about the reasons behind it and any new procedures or policies. 

Q7: What are some tips for community involvement during a relocation? 

A7: Actively participate in local events, sponsorships, or community activities to reinforce your presence and engagement in your new location. This can help build a positive reputation and attract local customers. 

Q8: How can I update collateral materials effectively? 

A8: To update printed marketing materials like brochures and business cards, ensure that they feature the new name and location, maintaining consistency in branding across all materials. 

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branding greetings marketing

Elevate Your Seasonal Marketing: Affordable Strategies for Maximum Impact 

Think of your favorite season.  Whatever it may be, the reason is because it engages so many senses… dare we say all!?  The feel of the air – whether you like the hot temps for summer garb or cozying up in your favorite sweater in the cooler weather.  Smelling – BBQs or cookies baking.  You see where we’re going with this.  Last one: Seasons have a sound!  Walking through leaves, summer cicadas and festive music. 

Help your clients feel the feels by harnessing the essence of every season, event, and sentiment, transforming it into a strategic advantage. This tactical guide will revolutionize your seasonal marketing approach, revealing affordable strategies that not only engage but also evoke emotions, leaving a lasting mark. 

1. Tap into the Art of Emotional Storytelling Through Music 

Music is a universal language that speaks to the heart of your audience. Leverage overhead music and announcements as a powerful tool to narrate your brand’s story through emotions. Sync melodies that resonate with each season, creating an immersive atmosphere that captures your customers’ sentiments. 

2. Create A Symphony of Announcements 

Craft announcements that strike the right chords with your audience. Align your messaging with the season’s spirit – be it back-to-school enthusiasm, holiday excitement, or springtime rejuvenation. Invite customers to join the journey of each season with engaging announcements that resonate. 

4. Three…two… one… Tap into Anticipation with Countdown Timers 

Who doesn’t get excited counting down?  Highlight limited-time offers or events, triggering a sense of urgency that encourages immediate action. When customers feel they might miss out, they’re more likely to engage, driven by the emotional pull of the impending event. 

5. Offer Early Access Promos & Challenges 

Provide your audience with an exclusive sneak peek into seasonal delights. Offer early access to sales or promotions thanking them for their loyalty. Pair this with engaging challenges that invite customers to participate, fostering a community that thrives on shared experiences. 

6. Truly Listen 

Encourage customers to share their seasonal experiences with your brand. Whether it’s a heartwarming holiday moment or a summer escapade, these stories resonate emotionally, fostering trust and community. 

7. Crafting Unforgettable Seasonal Experiences 

Affordable doesn’t mean ineffective. Incorporate affordable services seamlessly into your strategy: overhead music, announcements, and themed audio.  These tools will design an atmosphere that envelops your customers in the warmth of each season. 

8. Efficiency: The Heart of Seasonal Adaptability 

Adaptability is key in seasonal marketing. Affordable services offer the flexibility to pivot your messaging swiftly, integrating even the smallest holidays. Seamlessly transition from Valentine’s Day to Presidents Day, ensuring your brand remains ever-present without overwhelming resources. 

9. Impact Beyond Transactions 

Weave melodies, messages, and memories with your brand as your guide for seasonal marketing. This will foster connections, which is never outdated. 

Seasonal marketing is upon us!  Paint with the hues of your brand.  Orchestrate the symphony that elevates your marketing.  These affordable tactics will stand the test of time. 

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Categories
branding voice over voice talent

What’s wrong with my voice?

How to Optimize Your Business Greetings 

Have you ever listened to a recording of your voice, only to cringe at how unfamiliar it sounded? You may have even found yourself uttering in disbelief, “Do I really sound like that?” 

If so, you’re not alone. Many people experience a bit of surprise, distaste, or even discomfort when hearing their own voice. But why is that? 

One of the main reasons is due to a perception mismatch. 

When we speak, we hear our own voice as a combination of vibrations conducted through our skull and sound waves hitting our ear drum. This internal perception creates a deeper and richer sound of our voice that is different from what others hear when they listen to us externally. 

So, when we listen to a recording of our voice, it can sound slightly awkward or even outright foreign compared to the internal perception we’re accustomed to, and this discrepancy between our internal and external perception can be disconcerting. And, since many of us are prone to self-criticism, it’s easy to find fault with our own voice, especially if we compare it to that of others we consider more melodious. 

This can be particularly frustrating if you’ve been assigned the responsibility of recording phone greetings for your business. Despite multiple attempts to create a professional-sounding upfront greeting on your business cellphone, you find it challenging to capture the polished sound you desire. 

In our modern world where telecommunication remains essential in conducting business, it’s obviously crucial to project a confident and professional image in those aural communications. In both our personal and professional lives, many feel that having a charismatic tone of voice is just as important – if not more important – than the words we speak. 

Remember, your business’s upfront greeting is often the first point of contact for potential clients or colleagues. By providing such callers with a clear and well-articulated message, you can instantly make a positive first impression and ensure effective communication. So, there’s a lot riding on that upfront greeting. 

In addition to the all-important upfront greeting, your phone system comes with a range of other indispensable features designed to optimize communication and improve productivity, such as IVR options and “busy” messaging. Of course, you’ll want to customize those features with recordings specific to your business, rather than simply rely on the built-in generic recordings that came with your phone. But again, attempting to record such customization yourself will likely bring only disappointment when you listen to the playback and hear that your voice – or the voice of an internal company representative – isn’t as engaging as you’d expected. 

We recommend going outside your company to a talent agency or studio. When choosing a professional studio for your voiceover needs, consider finding one that offers a comprehensive roster of industry-leading female and male voiceover talents. Look for a vendor with a diverse range of vocal tones, ages, dialects, and languages to provide customized recordings for your phone system, marketing content, and training materials. This can significantly enhance your business’s image, surpassing any self-recordings attempted in your own voice. 

Perhaps you’re thinking, “Well, my voice isn’t that bad. I’m sure my customers won’t mind listening to the upfront greeting that I record in my own voice. And if anyone complains, I’ll just have my assistant rerecord the greeting to save myself some money – she’s got a great voice!” 

But consider this scenario: You’re driving along and see two storefronts that sell the exact same product you’ve been looking for. The signage of the first storefront, while acceptable in that it’s legible, is obviously low-budget, amateurishly designed, and doesn’t give a great first impression of welcoming you into the store. On the other hand, the signage of the second storefront is professionally designed, visually appealing, and by sight alone conveys a strategic message: Ours is a business you can trust; we have all the products you’ve been looking for; and if you buy from us, you’re going to be a fully satisfied customer. 

You haven’t stepped inside either store. Yet, based on your first impression from the signage alone, you already know which store is going to win your business. 

The upfront greeting for your business acts in many ways like storefront signage. You have only a brief moment to make an immediate positive impression on potential clients, so they know you’re a business with integrity, dedicated to providing the best customer experience possible. And what better way to do that than with a high-quality greeting recorded by a professional voice talent, who effortlessly sounds authentic and engaging, while instilling confidence in your callers to do business with you. 

Now you may be thinking, “But I’m not tech-savvy. How am I supposed to take recordings from an outside source and put them on my phone system?” 

Have no fear. Uploading professional recordings to your phone is a simple process, one that your VoIP phone provider can walk you through, as it requires only a few easy-to-follow steps. 

And for those just entering the world of entrepreneurship, you may be thinking, “Can’t I just use my personal mobile number or even my personal landline to do business? And I’m sure my customers won’t mind if I have an upfront greeting recorded in my voice without all the bells and whistles. Why should I spend the money on a separate business line and professional recordings?” 

By adopting a mobile VoIP plan for your small business, you can seamlessly use your personal cell phone as your desk phone without revealing your private number. This means that whether you’re making or receiving calls, it will always appear as if you are sitting at your desk. In today’s business world, having a more professional and private communication experience is a desirable advantage that VoIP can provide. 

So, although you might think recording your business phone greetings in your own voice will be adequate for your callers, remember this: The voice we project to the world matters just as much as the words we speak. 

Investing in a trained and experienced professional voice talent can significantly enhance your brand’s image. By having an expert record your greetings, you will project the best possible impression to the world. This, in turn, strengthens your business’s brand, improves the customer experience, and elevates your overall image. 

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branding marketing-triage

Brand is everything: Julie Ganong with Chococoa Baking Company

A brand, once well established, is really still sitting at the beginning of the runway. Successful brands realize they need to constantly reinvent and refresh themselves to remain relevant, interesting, and vital to their customers. Thousands of brands vye for consumer attention, and only the ones that matter to the consumer are kept in their fold.

Julie Ganong of Chococoa Baking Company knows this very well. She is part of the husband and wife team that founded the company and reinvented the whoopie pie. They created an updated, rich, gourmet whoopie pie made with premium chocolate and all natural ingredients that has turned an old New England original into a luxurious, special occasion dessert. The Whoopie has been named Best of New England by Yankee Magazine, and featured in Chronicle, O Magazine, the Wall Street Journal, and other national publications. They make 8-10,000 whoopies a week and ship them across the U.S.

Julie believes that all marketing comes down to brand. If you want to maintain a brand that will drive revenue, you must continuously reinvent that brand to maintain customer interest. Once a customer becomes engaged with your brand, they expect it to continually be exciting.

“We reinvent The Whoopie, within our brand standards, every month,” said Julie. “Our strict adherence to the highest quality, all natural ingredients never wavers. But within those parameters we have lots of room to play. For example, during the pandemic we decorated our whoopies with little faces wearing blue masks. They flew off the shelves as hospitals and healthcare providers bought them to say thank you to their staff. It’s a great example of how we can remain relevant and create new interest, all within our brand.”

A brand, well executed, can also support the community. During the pandemic Chococoa Baking Company decided to stay open, and it became a haven for customers. “They regularly told us that being able to come to the cafe was part of their new normal,” said Julie. “But they also trusted us and expected that we would know how to operate within Covid protocols so they would be safe when they came here. As a result, they supported us while we supported them. When the pandemic eased, we didn’t have to rebuild the brand or find new customers. They were right there with us, and we had built loyalty we could never buy.”

Chococoa Baking Company has proven that a brand can be luxurious and community minded at once. It can be adapted for holidays, weddings, special occasions, and even a pandemic. A good brand is versatile, and can be stretched to meet extraordinary situations while maintaining its integrity. The best brands know who and what they are, and what they are not. They are not all things to all people, but they are the absolute best to the audience they seek and their loyal customers.

_ _ _ _ _

We can help you maintain your brand through rich content that attracts and educates your audience. Our Marketing Triage program mines and creates the content you know is there, but can’t get to. We hired healthcare insiders to write for you, so it is right, relevant, and on target with healthcare nuances. We do the work for you, so that finally, content generation is under control and you are filling that deep crevice of content need for social media, blogs, web, and more.

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branding resources voice talent

Let’s Get Siri-ous About Voice Talents

Are the Voices Real

In this age of digital manipulation and reproduction, we often get questioned by customers about the source of Holdcom’s voice recordings… human or synthetic?  And the answer is… yes, they are most definitely natural, human voices…not artificial reproductions.  As a company specializing in voice over recordings for Message on Hold, IVR and multi-media narrations, Holdcom recognizes the value of using real, professional voice talents for all our productions.  And, as a business owner, you want your brand to sound genuine and personal… not computer generated.

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branding customer experience marketing

Brainstorming Your Branded Content

Branded Content has become more complicated over the years. However, it can open so many doors for businesses of any genre. Articles, videos, podcasts, and other live elements are what makes a nice batch of Branded Content. The overall key of Branded Content is to grab the attention of the consumers of today and drive engagement through content. This type of engagement will allow consumers to be either entertained or can teach them valuable things.

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branding marketing voice talent

What Gender Should Your Voiceover Be?

When you’re investing time and energy into your marketing and creating new content, you want it to be effective. Every detail from the colors, used – to the voice has an effect on your audience. Choosing the right gender for your brand voice can be a tricky decision. We’ve created a list of things to consider before choosing a voice for your next video, phone recording, and radio spot.

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branding resources restaurant

Creating a Restaurant Brand Voice That Will Slay

A brand voice is a consistent style, message, and theme throughout all marketing which makes a company stand out against the competition. The voice will define and create a tone for the entire restaurant. It should be echoed in your social media, menu, website, app, printed marketing materials, emails, loyalty program, and any type of communication you have. The more unified your brand, the more your followers and audience will remember you. Here are elements to consider to help you define your brand.

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branding resources voice talent

Is Your Voice Over Talent Approachable as the Brand Voice?

First impressions have a lasting impact.  Everyone has a friend that when they first met, was totally unapproachable. Trust me, I know because for most of my college years, I was that friend! My friends didn’t admit this to me until about 2 years into our relationship, and we still laugh about it. The same can be true for many businesses. Not only can they can seem out of reach for consumers, but the brand can be represented by several different identities. We’re seeing trends that encourage one voice and one face for the entire brand. Take for example, Flo at Progressive. Flo is just your everyday lady. She isn’t overly fancy, she has a sense of humor, and she sounds like almost anyone. What you didn’t realize that by making Flo so “ordinary” or “normal” Progressive created a brand that is approachable and appears like a “real’ person.

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branding customer experience tips

How to Create Loyal Raving Fans and a Backstage Account of a Song Parody

In life, imitation is the sincerest form of flattery. In business, getting a referral or testimonial, is the highest form of flattery, and is the currency on which you build your reputation. The better your reputation, the easier it is for your front-line staff to do their jobs and add to your growth. 

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