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How to increase the effectiveness of Direct Mail

How to increase the effectiveness of Direct Mail

Making a sale depends on more than simple brand loyalty. Marketers need to encourage more, offer more, and incentivise more.

Marketers of major brands are constantly trying to find new ways to entice customers through their glossy brochures and printed mailers. Very few however are using a combination of digital and printed media and demonstrating their brands on a promotional CD or DVD.

CD’s and DVD’s have a high-perceived value; they are still visually appealing and cost a lot less than you may think. The perfect shape, flexibility and light weight mean they can be a cost effective way of demonstrating your brands be it the latest car launch or a video tour of the latest holiday destination.

CD’s and DVD’s really can help to bring your brand to life and deliver in depth content to your customers in a new and interesting way. They can be made more appealing with the addition of competitions on the disc, perhaps after the end of playing your message there’s an opportunity to win a holiday or discount.

Create a direct link to your website; the disc can be the perfect catalyst for directing people to your full range on-line. No need to wait in the hope that customers may find your website and no need for search engines.

The possibilities are endless… A CD or DVD can be programmed with direct links to special parts of the brand owners website, particularly beneficial nowadays for marketers also looking to increase the interactivity with their consumers.

There are many disc manufacturers throughout Europe who can make CD’s and DVD’s but very few have the knowledge and expertise within the promotional disc market that some specialist digital media agencies have so it’s important to select the right partner.

There are some digital agencies who offer a turnkey solution for marketers who want to embrace the benefits of using Digital Media such as CD’s and DVD’s as part of their DM campaigns. They can then offer advice from content sourcing through to the actual print and packaging of the disc as well as organising fulfilment and distribution if required.

A CD or DVD can be more than only a data carrier; it can be the message itself.

One recent innovation is the postcard disc. A postcard that contains a free CD or DVD
that’s sealed to the front side of the postcard and has your printed marketing message on the reverse of the card. A simple and brilliant way forward for cost effective mailings.

Ray Wheeler is Sales and Marketing Director for Software Logistics Limited, one of the UK’s leading digital promotional agencies.







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