We live in an over-communicated environment. From the now not so urgent mailgrams to fax and E-mail, there are so many unwanted messages bombarding us that often the ones we want get lost in the noise. Information has become disposable. As a result of this and the rampant increase in the cost of traditional media, more marketers are redistributing more of their advertising and marketing dollars to direct marketing and sales promotions. In our battle of access, the audio or video cassette can be a cost effective tool in making that positive connection in the prospect's mind.
Cassettes create involvement and that involvement can lead to sales.
They can be used to perform any one of a number of functions in the marketing effort. As part of an overall sales program, cassettes can be used as a premium or a self-liquidator. Premiums pay for themselves by adding value to the product or offering and winning new customers. Self-liquidators are premiums that pay for themselves. To overcome this inertia, cassettes have proven to be an effective motivation to act now rather than later.