CD business cards pack more networking punch - Guest Column

DSN Retailing Today, May 19, 2003 by Andrew Carr

CD Business Cards are fast becoming one of the most widely heralded marketing tools used today. The information delivered on such a small disc, and the overall impact, is unmatched. Plus, they're really fun to hand out.

Over the last few years, some very interesting changes have taken place in the e-card market. With the introduction of CD business cards, CD-R business cards and shaped CDs, companies from industry and manufacturing to service and retail have put together some incredible multimedia presentations. In basic terms, CD-ROM Business Cards are mini CDs that can be programmed to deliver multimedia presentations, product catalogues, video infomercials, Web sites, links, resumes and much more. They are a fabulous way to bring new visitors to your business or Web site. If used properly, they can deliver a much higher return on investment than conventional marketing. We have found the following has proven successful for a number of our clients:

* Keep it simple. The CD business card has the power to deliver a high-impact, full-blown media presentation with sights, sounds, bells and whistles. In my experience, it is best not to over do it. Grab the customer's attention with a brief introduction, get your point across and provide a URL link and contact info. Don't get involved in a presentation that takes 15 minutes to view, unless you know they want to view it. Make sure the card is self-executing so all the viewer has to do is insert the CD into their CD-ROM drive, sit back and view the presentation.

* Contests. Although CD cards are intriguing enough by themselves, you can ensure the prospective client will view its contents by using the card to run a contest. Simply code the discs with a series of numbers and encourage the viewer to visit your Web site or location to check for the winning number.

* Direct mail. If you plan on using the CD card as a direct mall piece, personalize each CD label or presentation by using the prospect's name or company, name. This may prove more time consuming, but the end result will be well worth the effort.

* Track results. Make sure to code the URL links and email address on all your CD cards so you can track the results. The simplest way to do this is to add a tag to your email or URL.

* Use CD cards. Test the waters before making a large investment by using CD-R business cards. The great thing about using recordable CD biz cards is you don't have to make thousands at a time. You can burn 25 to 50 on your own burner, test and retest the results until you find a presentation that delivers the desired result.

Be sure to carry them with you. The great thing about the CD card is you can pull your Web site out of your shirt pocket. Always have a few CD cards in the glove compartment of your vehicle and in your wallet. You never know when the opportunity to network will present itself.

CitiScape Shapes Inc. is a CD-ROM production and duplication company specializing in business e-cards, e-resume cards and other multimedia CD-ROM products.