No Revolution

Sometimes Multimedia Innovation is ... Dorky
But That's O-Kay
The Case for DVD in Direct Mail

A Cambridge Associates study shows that long-form video/interactive links via DVD/CD in DM increases response and recall.

- 3x greater response ... some with a 600 percent boost
- 50-60 percent increased recall vs. print alone
- Discs can be cheaper to produce vs. catalogs or brochures
- Reduced weight of discs saves postage costs
- Built-in Internet links improves sales source tracking (like DVD extras)
- Recipients consider DVDs to be "valuable" estimating a $15 value
- Discs are more likely to be retained or passed along (word of mouth)

So ... why relegate "long form" commercials to poor old TV? Shoot long form and mail it! Go ahead, have media compare costs (millions to buy air time vs. "millions"(?) to mail).