News Focus: Incentives - Sony launches DM tool that points buyers to net

by Melanie May, Direct Response 01-Jan-06

Sony DADC has released a direct marketing tool aimed at increasing response rates and facilitating data gathering for marketers.

The n-CD is a compact disc that pairs disc content with a link to a web
site that can only be accessed via a unique ID code on the disc. When
users follow the link, information on their behaviour is automatically

captured and can be used to target future activity.

Only users of an original disc can access the web link, opening the door
for marketers to conduct one-to-one marketing, or to give away valuable
offers without fear of multiple claims.

The disc is available in audio or ROM format, or a combination of the
two. Sony DADC's technology, Postscribed ID, allows the automatic
inscription of unique data on each disc after the discs have been made.
The code is readable by any CD or DVD ROM drive.

A number of firms have already run campaigns incorporating the disc.

US-based clothing retailer American Eagle Outfitters offered consumers a
voucher via the disc in a Christmas promotion and gained a 42 per cent
response rate.

Savings and pensions provider Skandia also used the technology in a
campaign to target prospects. It sent out pre-registered discs to
potential customers, with a variety of incentives, including the
opportunity to win a Caribbean holiday. According to the firm, compared
with paper-based campaigns, the response rate was three times the norm.