New Mover CDs Offer National, Local Advertisers

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A new mover mailing of 1.2 million pieces with an interactive CD-ROM hits the mailstream Aug. 22 with several national advertisers as well as locally targeted marketers in the mix.

Advertisers in the program include Bank One, Bank of America, Oreck, NBC, HBO, EarthLink, DirecTV, John Deere, Sharper Image, Checks Unlimited, the Fort Worth Star-Telegram, the Houston Chronicle and Mighty 1090 radio station.

The program consists of 42,000 mailers weekly in 32 markets nationwide, each with a CD featuring national and local offers from marketers as well as paper ads. The new homeowners are targeted through new telephone hook-up records, county deed records and demographic overlays.

"When the homeowner places the CD in the computer, they are asked to type in their ZIP code to unlock advertisements that pertain to their market," said Sean Rones, a partner and founder of Radium Marketing, San Diego, which created the DD Mailer, a patent-pending family of window envelopes that accommodate a full-size CD or DVD as well as inserts.

The CD also contains a sweepstakes promotion. When consumers opt-in to enter the sweepstakes, data such as end-user name and address and mail address are captured.

"We have the capability to track the number of people who place the disk in and the time they spend on each advertisement, plus we can track how long the disk was played," Rones said.

But they must opt-in in order for Radium to capture personal information, he added.

Though no personal information or anonymous surfing data will be turned over to third parties, Radium plans to use the data to improve the program, Rones said. And Radium may send follow-up e-mails to opted-in consumers on behalf of national advertisers, but no data will change hands, he said.

Marketers interested in more information about the program can call 800/343-0116.

Radium will launch a New Baby program Jan. 1, Rones said.


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