Tips For Utilizing CD-ROMs and DVDs in an Integrated Marketing Strategy

The world of marketing is getting more complex for marketing professionals. The trend is moving towards integrated campaigns that target specific market segments. The old tricks of mass-market advertising are becoming less relevant with today’s sophisticated consumer. With all the tools to utilize in traditional and new media, one format bridges the gap between the two—the multimedia CD-ROM or DVD. CD-ROMs and DVDs (optical disc media) fall into the category of new media due to the fact that they contain digital information in the form of text, imagery, audio, video and animation. A complete multimedia experience is delivered from this medium. However, the delivery of the disc can be combined with some traditional methods. Here are some tips on how to incorporate CD-ROMs and DVDs into your integrated marketing strategy.

1. Use the disc as a bridge to your company website. Create calls to action that drive users to a registration form or some other conversion device. Also, include website links to specific pages designed to induce a predetermined action.

2. Incorporate tracking mechanisms into the disc. Tracking can be accomplished by driving users to unique webpages accessible only via the disc. Also, tracking capabilities can be built right into the disc itself. Not many interactive agencies possess this skill. (Rhythm Interactive does have this capability through Point-Click technology^™.)

3. Include content that is valuable to the consumer. Music is an excellent option, as people tend to hold onto music CDs. Video or audio instructional material is another option that can effectively engage viewers.

4. Run a promotion such as a sweepstakes or some other contest that uses the CD or DVD as the starting point. This gives viewers a great incentive to use the disc.

5. Use attractive packaging. Do not create an excellent CD-ROM or DVD and skimp on the package design. The fact is the old saying “Don’t judge a book by its cover” does not apply in the consumer marketplace. If your target is a high-end market and your design does not meet expectations, then don’t expect to get record-breaking results.

6. Utilize traditional media to deliver your disc. CD-ROMs and DVDs can be placed as an insert into a magazine or newspaper. Direct mail is an excellent method for delivering your discs to a select target. Point-of-purchase displays, gift bags, and handouts are more great ways of distributing your disc. Also, call attention to the disc via your website and all other forms of advertising. If your CD or DVD contains added-value content, people will request to receive it.

7. Include a mechanism to update the content of the disc once it has been delivered. This allows the user to get the latest information from you without having to wait for the next catalog or other scheduled advertising placement. Few agencies have this capability. (Again, Rhythm Interactive does have this capability through Point-Click technology^™.)

8. Use the medium to its fullest potential. Audio and video capabilities are greater than what even broadband can deliver. Do not just copy your website and put it onto a CD-ROM and expect consumers to be excited. Produce engaging content that adds value to what you are offering.

9. Supplement your traditional media with discs. For example, if your company sends out a catalog every quarter to 100,000 consumers, replace 10% of your catalog with discs. Mail those discs to a specific sub-segment (i.e., 35 and younger), and measure the results. Pay attention to the market intelligence you receive, and optimize your integrated campaign further.

Overall, CD-ROMs and DVDs are an under utilized medium. This is great for companies that want to stand out from the crowd. Another benefit is the overall impact and cost-effectiveness of optical media. There are many tools in the market- place, but consider CD-ROMs and DVDs as a viable option. To do it right, I highly recommend contacting an interactive agency to aid in the process. Good luck, and I hope to see more discs hitting the marketplace!

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