Brochure printing to incorporate CDs?

Firms that use brochure printing services may find their direct mail is more effective if it includes a DVD or CD.

Companies that make use of brochure printing services might wish to start including discs with their promotional materials, following the results of a recent survey.

A study carried out in cooperation with the Direct Marketing Association found direct mail - such as brochures and flyers - that included a DVD or CD was more effective than packages without one.

It revealed 91 per cent of people who received a disc in the post opened the envelope, while 73 per cent of respondents played it on their computer.

Furthermore, 89 per cent of those asked said they would spend more time or the same amount of time with a piece of direct mail if it included a DVD or CD.

Guy Finley, director of DiscMailDirect, said such materials combine digital advertising "with a physical product that captivates and communicates to consumers".

Recently, David Dodd wrote in an article for Print CEO that brochures need to be relevant and full of buyer-related content in order to be effective.