Re: Case studies of promotional mini-cd's for Web sites

From: Adrian Funnell <adrian_at_clickzen.com>
Date: Tue 08 Jan 2002 08:20:39 -0500

I would like to offer-up a concept from Traditional direct marketing:

AIDA

Attention
Interest
Desire
Action

I believe that most often these types of promotional CD's are used in the
Attention or Interest phases of the consumer decision process, where they
might best be used in the Desire to Action phases. If I'm not highly
interested in what I've heard already, I'm not going to go through the
process of loading the CD and viewing a presentation. Therefore promotional
CD's should be used only with a qualified lead. I think the promo CD is
also best designed for products or services with a lot of detail, factors
lending to the consideration set, Influencers where it can be shared easily,
or a highly competitive environment where the CD may be a differentiator
itself. These things are pricey and you can always provide people with a
URL to, what's that thing called again...oh yeah, a website.

Adrian.

Adrian Funnell
West Coast Media Director
ClickZen.com, Inc.
Direct: 415-409-1121
eFax: (443) 431-0712
adrian_at_clickzen.com
http:/www.theworldunites.org





Received on Tue Jan 08 2002 - 07:20:39 CST