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Check the recorded message or the music that is playing when your customers are put on hold. Is it relevant to what you are doing today as a company? Does it offer something of value to the listener? If it does not, assign someone or outside firm to keep it updated on a regular basis. Add advertising if you wish but make it relevant and up to date and most importantly, make it what your customers want. Assign several people to call and test the background message that is played to ensure it is still relevant, contains interesting content, informs the listener, offers some interesting ideas and has good clear sound quality. Do not allow it to work against your marketing efforts.
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