CD PROMOTIONS IN
BUSINESS
Kenny Love
In the Music industry, when
independent musicians release a new recording, a certain aspect
of their promotion usually entails their distribution of FREE
samples of their music on a promotional compact disc. This serves
as a 'teaser' to entice prospects to then buy the full-length
recording.
'Writeable' promo discs
can be purchased inexpensively at Wal-Mart and other stores, after
which the music samples are copied from the hard drive to the
CD, or by using what is known as a CD burner (high-speed duplicator).
It should come as no surprise that even the most financially challenged
musicians are embracing this invaluable promotional venue for
bringing immediate attention to their music.
And, as this method has
proven unanimously beneficial in terms of ease of finance, promotion
and time, there is absolutely no reason that a similar process
cannot also work for your own business, albeit, a few elements
properly customized (be sure your computer's disc drive is also
a ‘writeable’ type, not simply a ‘readable’
one).
I am providing an outline
that you should find very effective, almost immediately, whether
you wish to reach out to your prospects locally, regionally or
nationally.
Hypothetically, let's say
you are in the field of Cosmetology, and own and operate a hair
salon. Though your industry has a ready-made market, with women
repeatedly visiting on a regular basis, naturally, there is also
a fair degree of competition from other salons in your area as
well.
And, as such, you've noticed
that your business sales and clients, have either begun to level
off, stagnate or, possibly, even diminish. What can you quickly
do to maintain and increase your clientele and your salon's income?
1. Take all of the elements
of your business - weekly specials and regular prices, information
and history about the salon, your web site, e-mail address and
other contact information, business hours, various products and
services you offer; then format them into attractive files and
place them on compact discs for distribution.
Your prospects will be surprised
with this new promotion method and anxious to see what surprise
awaits them on the CD.
Why not even go a couple
of steps farther by placing audio files or, perhaps, even video
files on the CD as well?
Your audio could include
your voiceover giving a welcome to the prospect at the beginning,
and also serve as a direction to the various business elements
on your disc. Likewise, your video could integrate animated video
for an even more pleasing experience for your prospective client.
2. Consider all the businesses
your clientele might patronize, such as shoe and clothing stores,
jewelry and cosmetic stores, supermarkets, malls, etc. Consider
businesses that are complementary to your own services, yet not
in competition.
3. Contact the store managers
and/or owners, informing them that you are a fellow local business
owner, and request to know if they will consider handing out your
CD of information to their customers and/or clients who have computers
and, hopefully, have Internet service. You might even request
to enter into a barter agreement with these businesses, whereby,
you distribute their sales information as well.
While all contacts you make
might not be receptive to this idea, undeniably, you will acquire
more than a few who will be interested, if for no other reason
than the opportunities to offer their customers a little something
extra and/or the to get their own business information into the
hands of new prospects as well.
4. Be sure to not only consider
distributing your CDs hand-to-hand on your own, always having
them available on your person ready to hand out, but also having
them available at your salon to give to your existing and new
customers.
5. Consider doing a local
or regional mail-out campaign. You can call them via telephone
and attempt to qualify them by simply asking if they own a computer
and, if so, that you would like to send them a CD of info regarding
your hair salon and its services.
6. If your budget allows,
another method is to contact an area print publication that specifically
targets women and request if you can pay to have your CD attached
to one of their issues, or included as an insert.
7. Be sure that your web
site contains a form readily viewable so prospects with online
service who access your site can send you their name, e-mail,
phone and mailing address.
This is vital information
that you need in order to provide your customers with any updates
to your products, services, prices or any other changes that might
occur. You should also consider starting a newsletter for this
purpose as well if you have not yet done so.
Again, you also want to
be sure your CD contains as much vital information for people
who don't have online access although, practically anyone with
a computer these days, also has access. Virtually everyone, in
all areas of your community has a computer and/or the availability
of online access through friends, relatives, area schools, libraries,
etc.
This aspect of promotion could serve to offset or eliminate any
print, radio or television advertisement costs you currently have,
or serve to complement them. Your overall production costs (bulk
rate price and time spent copying files) on the compact disc will
probably be between $.30 and $.40 per unit.
If you distribute 1000 CDs
at a cost of $400, and gain merely 10% (100) new customers, I
believe you will find that the $400 will be a very wise and worthwhile
investment, not to mention that you can continue and/or repeat
the process as often as you wished.
And, if you happen to reside
in a small rural area, you could also experience great results
by simply distributing your CD information regionally.
This promotional analogy is applicable to, virtually, any business.
Further examples include:
1. Auto dealerships working
with car parts suppliers, or vice versa.
2. Lawn services working
with lawn mower repair shops, or vice versa.
3. How about photography
services including their CD of info in their yearly school/student
packages?
4. Even in an agricultural
community, feed stores could include a CD of their info in farmers'
purchases.
So, why not truly give some serious thought to bringing the marketing
and promotion of your business into the 21st Century? At the very
least, your promotion via CD should certainly get you noticed
far above your area competition.
Copyright 2001 Kenny Love Enterprises
Kenny Love is a business marketer and promoter. He authors inexpensive
handbooks on unique but highly profitable businesses that many
people are unaware of. www.kennylove.net
First published on BPO August 2001
