What can discs give to your company?
The “packaging” of information about the company and product is, according to research, one of the key qualities, next to price and brand alone, which determines the interest of the consumer. The form of CDs and DVDs becomes extremely flexible. The publishers of printed media have already recognised the possibilities connected with optical mediums. CDs and DVDs attached to newspapers and magazines count into tens of millions of copies. The positive assessment of the press by the readers is the result of free inserts. Films, music, premium discs and other extras are so popular that Clients make the decision to buy on the basis of what is attached to the newspaper, not the contents of the newspaper or magazine. The effectiveness of press sales promotions convinced marketing specialists in the FMCG industry of the reach of these promotional instruments. For some time now on the shelves of grocery shops we can frequently find multimedia extras. From the point of view of the client, the estimation of added value is an incentive to purchase a given commodity. The positive experiences of the pioneers and their successors induce deliberations on the choice of this type of solution in other firms. The technological potential which the manufacture of optical mediums possesses is not limited to the necessity to choose the type of medium, but also to the decision on the fact that:
Size matters
Consumers’ active lifestyles demand a reduction in everything and at the same time ease of access. Smaller sized discs are an effect of trends in our lives. Stability and uniformity of size is already not a question of taste, the “to be or not to be” value of the product. The optical medium can be a small circular disc, but doesn’t have to be, because also…
Giving shape we have influence over reception
A circular shaped disc somehow moves backwards to the 19th century. The client wants to hold in his hands a disc in the shape of a car, a Christmas tree, a can, a carton of juice… It is added value, an incentive. Our firm’s flagship product is unparalleled, for us standing out amongst others on the market, because promotional materials cannot “shine”. A disc in the shape of a logo (of course when technically possible), is an excellent and versatile means of creating a company’s image, or also an instrument to support a specific sales campaign. The possibilities to give shape to the optical medium raises the effectiveness and prestige of a company.
The colours and smells of the imagination
There are so many colours that the human eye can differentiate between. Samples and 
patterns with colours are infinite. The amount of information with which we are bombarded every minute is that large that our perception doesn’t want to obey our instructions. While eyesight and hearing are transformed in the intellectual process, smell does not immediately require such actions, which already from this assumption reveals a more attractive and quicker form of communication. It should be remembered that smell itself is apparently not a springboard to marketing happiness. Only together with something does it constitute the whole. Smell is a state of excitement. Dr Anna Stoehr of the Paderborn Institute shows in her research that smell has a deciding influence on consumer behaviour. In the era of the 21st century, Aromarketing is acquiring significance and can bring profits. According to this, discs can take the shape of a perfume bottle and smell of its contents, so isn’t this the ideal promotional medium, two in one – product information on the disc and a sample of its smell? If our product does not have a characteristic smell, an aroma can be used which builds positive or necessary associations. Cinnamon, coffee, as the soul and the nose desire. This is how our discs can smell.
The appeal of firms and products is measurable by the associations connected with them. The shape, size and smell, in this regard, are not without significance. The only limit is the imagination of marketing specialists. The synergy of all these attributes of discs have a complex impact on our senses, and this enhances our positive reactions. The characteristics of these discs are unlimited, but the possibilities to package the discs are also infinite. Just the same as the contents, the packaging can attract the client’s attention. From an ordinary disc, a sophisticated and original medium can arise, which both in form and in content will constitute our firm’s promotional calling card and an attractive bonus for clients.
Optical medium projects, which can be acknowledged as untypical or advanced, are already a part of everyday life, and not a question of individual decisions with a press. The potential of using optical mediums in marketing activities is enormous. The possibilities are many, and technological boundaries of creative ideas are still moving ever further. We will consider this when we plan our next campaign.