|
A marketing CD typically yields a 30-70% response rate. This rate
can actually be tracked and verified if each marketing CD is personalized. You’ll
know who used their marketing CD and when (and can follow up). Compare this
to a 1-2% response rate for a normal marketing piece.
Component |
Standard Piece (Assumptions) |
Marketing CD (Assumptions) |
Response Rate |
2% |
30% |
Cost per piece to create
and mail |
$4.00 |
$16.00 |
Cost to distribute 100 |
$400.00 |
$1,600.00 |
Responses per 100 |
2 |
30 |
Cost per response |
$200.00 |
$53.00 |
Savings |
|
73.5% |
Also:
- It combines the impact of television with the targeting
power of direct mail
- It has a high pass-along rate (few are discarded)
- It conveys a high-tech
image of your company
- It is interactive and can be easily navigated
by the user
- It lets the user select items of interest in the desired
sequence
- It overcomes the bandwidth limits of the Internet for presenting
high quality audio and video
- It can be handed out
at trade shows in place of or along with business cards
- It can be mailed for just $.37 including a protective plastic
sleeve and cover letter
- It can contain existing video-based illustrations
and demonstrations
- It can automatically start running when inserted
in the CD drive of a PC or Macintosh
- It can include a prominent,
always-available link to your Web site
Think of it as the “key” to your company. When the
user closed the drive door, it “fires up” and they
are whisked directly to your site.
Development pricing can be less than $2,000 and can easily get
into the tens of thousands of dollars depending on the desired “Hollywood,
glitz, bells and whistles” factor. We’ve created the
entire range of these clever marketing tools (click to order our
own) Production pricing can be well under $1.00 each for quantities
of 1,000.
Factors that affect pricing
Component
|
Low End
|
High End
|
Graphics
|
- Created by your organization
- Powerpoint
slides
|
Need creation of custom graphics, and/or
purchase of high-end stock photos
|
Video
|
None or already-existing clip
|
Need high-end custom clip developed
|
Animation
|
None or already existing animation
|
Need high-end custom animations developed
|
Links
|
None
|
- To several Web site locations
- To
several email addresses
|
Personalization
|
None
|
The marketing CD can be focused on specific interests
of each recipient (they currently own model X so they should
be shown model Y on the marketing CD since marketing research shows
that is the most likely upgrade for them, etc.)
|
Tracking
|
None
|
- When the user connects to the
Internet, the marketing CD can send an email to the head of sales,
or to a specific rep.
- The percent of responses from
the merketing CDs can be automatically tabulated.
- The transaction
can be recorded in a new or existing marketing database.
|
Multi-Lingual |
English only |
Need the user to be able to select the desired language
(or have it preselected based on their computer’s language
settings) |
Hybrid Capability |
None |
Can contain full-screen video clips that can be launched
from your Web site (even if the user is dialed in via a slow
connection) |
Packaging |
In clear plastic pouches |
In custom die-cut multi-colored custom mailer. |
Quantities |
1,000 (best price break) |
Tens of thousands |
Development Time |
3 weeks (includes development and reproduction) |
Several months |
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