Over the last few years some very interesting changes have taken place in this e-card market. With the introduction of CD business cards, CD-R business cards and shaped CDs, companies from industry and manufacturing to service and retail have put together some incredible multimedia presentations. In basic terms, CD-ROM Business Cards are mini CDs that can be programmed to deliver multimedia presentations, product catalogs, video infomercials, Web sites, links, resumes and much more. They are a fabulous way to bring new visitors to your business or Web site. If used properly they can deliver a much higher ROI (return on investment) than conventional marketing. We have found the following has proven successful for a number of our clients.

Keep it simple: The CD Business Card has the power to deliver a high-impact, full-blown media presentation with sights, sounds, bells and whistles. In my experience it is best not to overdo it. Grab the customer's attention with a brief introduction, get your point across and provide a URL link and contact info. Don't get involved in a presentation that takes 15 minutes to view, unless you know they want to view it. Make sure the card is self-executing, so all the viewer has to do is insert the CD into their ROM drive sit back and view the presentation.

Contests: Although CD cards are intriguing enough by themselves, you can ensure the prospective client will view its contents by using the card to run a contest. Simply code the discs with a series of numbers and encourage the viewer to visit your Web site or location to check for the winning number.

Direct mail: If you plan on using the CD card as a direct mail piece, personalize each CD label or presentation by using the prospect's name or company name. This may prove more time consuming, but the end result will be well worth the effort.

Track results: Make sure to code the URL links and e-mail address on all your CD cards so you can track the results. The simplest way to do this is to add a tag to your e-mail or URL - mailto:info@cardiscs.com?subject=CD or [WEB SITE].

Use CD-Rs: Test the waters before making a large investment by using CD-R business cards. The great thing about using recordable CD biz cards is you don't have to make thousands at a time; you can burn 25 to 50 on your own burner, test and retest the results until you find a presentation that delivers the desired result.

Consider the shape of the discs: CD business cards come in two shapes, 1) the standard rink shape straight top and bottom curved sides (it resembles a hockey rink.) 2) the rectangle shape all four sides have straight edges (it resembles a credit card.) Based on my experience some customers are hesitant to put a rectangle shaped disc in their ROM drive, even though they are safe, have been tested and used for a few years without incident. I usually use the rink shaped discs so I don't risk eliminating potential viewers.