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. The December promotion was designed to get truckers into the Kenworth showrooms. When they did, they received a free Alabama Christmas tape. Shell Petroleum with CBS Records, used the cassette as a self-liquidator by selling rock music hits from various decades.