Free gets the gong
Since the beginning of time, three words have proven to be most
effective for the advertising copywriter. Those words are new, sale and free.
If I was having a bet I’d say the word “free” is the most
effective. All three words are capable of grabbing attention and all three
promise or imply reward.
However the word “free” has the added appeal of the universal
dream; that of getting something for nothing.
Free does happen
It’s no myth. Here is an example. Let’s assume you’re
responsible to organize the new On Hold programme for the business phone
system.
The budget isn’t huge but you know the days of Free On Hold
Music For Business have long passed. Those days went with the cassette deck.
(ask mum)
There was a time when it was common to connect the radio or
cd player to the telephone so when callers got placed On Hold they could hear
some music.
Of course that practice is not only illegal it was always
exposing callers to any bad news on the radio and risqué lyrics in the music
selection.
The business had no control over what their callers were
hearing when placed on hold.
It’s risky working the dark side of Free On Hold Music For
Business.
Fee Free at last
The logical choice is to do abide by the laws of copyright,
but to minimize all outlay.
At least you can avoid the annual fees. These are the fees
imposed by collection agencies operating on behalf of the musicians and
publishers who own the intellectual property; the music.
In Australia and New Zealand the fees apply to any business
playing music anywhere throughout their operations. This is incudes telephone
audio.
To qualify for the fee exemption the music tracks used in your on hold programme should be chosen from a library of Royalty Free Music like the one at Media Group, the business audio specialists. www.mediagroup.com.au
