Discs are More Than Just Great Coasters

CD-ROMs were utilized as a direct marketing tool in the late nineties mostly by Internet Service Providers. America Online blanketed the country for a number of years. Even people including myself that already had an AOL account seemed to get new discs every month that offered a free trial. They sent so many discs with poor targeting that many of them ended up in the trash or were used as drink coasters. Many people are surprised to hear about the benefits CD-ROMs and DVDs can bring to a marketing campaign. They really are more than just coasters.

Disc-based media is the only common physical medium that connects people seamlessly to websites. Links contained within an interactive presentation automatically direct users to the designated website. The user does not have to take any other action than a click of the mouse. All forms of print media cannot deliver this capability. This is a huge benefit, as people always have to remember a website URL to type it into their browser and visit an advertiser’s website. With thousands of advertising messages bombarding the public every day, how is one supposed to remember to visit a website they saw in a magazine ad? With a CD-ROM or DVD, it makes it simple so people do not have to remember. They hold it in their hands, they place it into their computer, and they click on a link.

An independent study conducted by Cambridge Associates found the following conclusions in respect to disc-based marketing programs:

1. Discs are highly effective in generating above average response rates. Compared to traditional direct mail, discs were found to experience a 50%-600% increase in response rates.
2. Discs are perceived by the majority of recipients as being “valuable,” “special to them,” and “standing out” from other direct mail solicitations.
3. Disc marketing programs are equal or less in costs than traditional print media and are generally more cost effective in comparison to all traditional forms of advertising.
4. Discs provide far greater information than catalogs, brochures, and other traditional media.
5. Discs are perceived by recipients as having a high value, approximately $8 to $12.
6. The perceived value of discs translates to viewing rates greater than 70%.
7. Discs produce a 40%-60% increase in viewer’s memory after watching compared to print advertising.
8. Discs have a relatively high “pass-along” rate (sharing with friends and family) as opposed to traditional print media that usually ends up in the recycling bin.

CD-ROMs and DVDs are an under-utilized marketing tool. Many marketers are not aware of the facts above, and their efforts of utilizing interactive media are normally focused on websites, search and email. This creates a great opportunity for a savvy marketer to standout from the crowd and experience positive results. I highly recommend exploring how you can put a CD-ROM or DVD to work for your business.

Please contact us today to learn more about Disc-Based Marketing.