How can wait marketing reinvent the customer experience?

What is wait marketing?

Wait marketing is an innovative strategy that captures moments when consumers are waiting - such as in queues, on public transport, or waiting rooms - to present them with advertising messages of non-intrusive manner. This technique takes advantage of these breaks within the day to deliver targeted communications, without interrupting the consumer's current activity.

The concept of wait marketing, highlighted by Diana Derval, an authority figure in neuromarketing, in her book « Wait Marketing: communicate at the right moment at the right place », is based on the idea of optimizing these waiting times into valuable opportunities for brands to effectively communicate their message.

Wait marketing, also called waiting marketing, appeared as an answer to advertising saturation and the search for less intrusive communication. Despite its proven effectiveness, it remains under-exploited by agencies and advertisers. This underutilization can be attributed to a lack of awareness of the concept or a reluctance to move away from traditional marketing methods.

Why is wait marketing so efficient?

The different types of wait marketing

Wait marketing comes in two main approaches, each with its own specificities:

• Forced wait marketing: this form of advertising is imposed on consumers. A typical example is mandatory ads found on the Internet, like video ads preceding the user's desired content on platforms such as YouTube.
• Unforced wait marketing: in this case, advertising is present but not imposed. It offers the consumer the option to ignore or pay attention to advertising. For example the optional advertising present on the pages of websites.

The evolution of wait marketing: beyond the simple message

The effectiveness of wait marketing relies on precise adaptation of messages to the specific context of each waiting location. Whether in train stations, airports, stores, telephone, waiting areas or medical rooms, each waiting context offers unique communication opportunities. Here are 3 tips for a successful implementation:

• Content Personalization: develop content that speaks directly to your audience, using humor, emotion, or compelling stories to create emotional resonance.
• Incorporating calls to action: incorporate clear invitations to interact with your brand, whether through special promotions or event invitations, to convert interest into action.
• Building a strong auditory identity: make sure your on-hold message is immediately recognizable as yours, with a sound signature that reflects your brand.

The multiple advantages of on-hold marketing

Wait marketing presents a multitude of advantages for companies seeking to optimize their communication with consumers. Here are some of the key benefits of this innovative marketing strategy:

1. Creation of a unique customer experience: musical wait enriched with narrations by professional actors transforms a passive moment into an immersive experience, elevating customer satisfaction and their engagement with your brand.

2. Amplification of brand communication: this channel offers a platform to disseminate advertising or event messages, and thus strengthen memorization and adherence to your message.


3. Strengthening Emotional Connection: by establishing an emotional connection through a distinctive auditory identity, musical wait deepens the relationship between your business and your customers, often surpassing connections made through social media.
4. Interesting financial cost: wait marketing is often less expensive than traditional media campaigns, because it uses spaces less saturated with advertising.


5. Creativity and ingenuity: the need to capture attention in specific moments drives more creative and ingenious advertising campaigns.

6. Positive perception: messages delivered during waiting periods are generally better received because they provide entertainment or useful information in an idle moment, which improves brand perception.

7. Non-intrusive: the frequently optional nature of engagement with advertising while waiting is perceived positively by consumers, who appreciate having the choice to interact with the content.

8. Digital and physical strategy: its flexibility allows application in both digital (such as websites and mobile sites) and physical (such as bus shelters or metro stations) contexts, thus increasing the reach and impact of campaigns.

Example of wait marketing on telephone reception

To conclude on wait marketing

Wait marketing, enriched by musical waiting, presents itself not only as a solution to improve the customer experience but also as an innovative communication strategy. By transforming moments of wait into opportunities for connection and engagement, your business establishes a memorable presence in the minds of your customers. This approach, which combines creativity and strategy, opens up new horizons for sustainable growth and enriched customer relationships.

Share this guide