When CDs & DVDs Work Best
CDs and DVDs are among the best (and fastest-growing) direct-marketing tools,
especially when used in the right situations. According to the most recent
studies*, you should consider using CDs and DVDs as marketing tools for many
purposes – especially:
Pure Marketing. Motivate potential customers to order your product
or service – or seek additional information on it. For example, if you
have a new SUV, send a DVD promoting it to existing SUV owners.
As a Premium. Reward people who buy your cereal with an enclosed DVD
or CD promoting a movie, TV program, musical group or video game.
Training or Instructing. Enclose a disc with your innovative new exercise
equipment that helps the buyer learn how to use it.
Informing. Send a CD or DVD to communicate performance results or
impending concerns to your association members.
To Build a Customer Database. Develop a promotional CD that links
viewers directly to your website – where they can sign up to receive
To Attract a Younger Consumer. The MTV generation has become used
to viewing videos, hearing short sound clips; everything in motion (not reading
print) to get their information on what & where to buy, etc. They expect
to see information in those terms.
In an increasingly crowded marketplace, only CDs and DVDs give consumers and
marketers what they want – a more entertaining presentation, a more
efficient way to buy products, and a better way to track responses. According
to the most recent studies*, only CDs and DVDs give you and your customers:
A More Powerful Experience. Only CDs and DVDs deliver full sound and
motion – specially useful when you‘re launching a product that
Faster Purchasing. Only CDs and DVDs offer direct links to websites
for fast, convenient purchases – as well as additional or updated information.
Higher Perceived Value. Only CDs and DVDs have a high perception of
worth. In other words, people are less likely to throw away your CD or DVD
– and are more likely to view and keep it.
Better Message Delivery. Only CDs and DVDs rise above the clutter and deliver
your message when the audience is least distracted (and most likely to respond).
* All figures from “Analysis of the Use of CDs/DVDs for Marketing,
Providing Instruction/Information, Communications and Premiums,” Cambridge
Associates, Inc., 11/2003