Getting in Sync (and I don’t mean the band)
Here's a question I hear at least once a day:
Hello, my name is (insert name here), and I'm looking for a price quote. Right now, we use CDs to distribute our content—like digital catalogs, music, and software—and we're thinking of switching to USB drives. We don't have a specific budget in mind, but we currently pay about $1 to $2 per CD. Do you have something in the same price range?
The answer is not just "no"—it’s also the wrong question to be asking. The real question should be:
How can I change what I’m doing so that when I buy USB drives, I get the most value out of every dollar I spend?
In other words, if your approach is off, even a $2 USB drive won’t help you. You need to align your marketing strategy, product launch, or campaign with the tools you’re using. A custom USB drive isn’t just a Storage device—it’s a powerful promotional tool. Would you use a screwdriver to hang a picture? Or a garden hose to bathe a baby? Of course not. So why do so many people try to treat a USB drive like a CD?
In his book Meatball Sunday, Seth Godin explains how companies must adapt their entire structure to take full advantage of new marketing methods—like blogs, social media, or viral campaigns. The same logic applies to USB drives. If you're simply trying to replace CDs with USBs, you'll never get the full benefit. They’ll never be cheap enough to match the old model.
Here’s what a USB drive can do that a CD cannot (and yes, CDs still have their place—they’re just different):
- USB drives are reusable. You can copy files, delete them, and reuse the drive over and over again.
- They can be designed into any shape or form—like a teddy bear, keychain, or even a branded pen.
- They’re incredibly portable. I carry one on my keychain that’s less than an inch long.
- You can run software directly from a USB drive, and it can save data right back onto itself.
- They have lasting value. Unlike a CD, which often ends up in a drawer, a USB drive is more likely to be used again and again by the person who receives it.
Before you jump into buying custom USB drives, think carefully about how you want to use them. Are they part of a bigger strategy? Are you leveraging their full potential? If not, you might be missing out on a huge opportunity. If you're unsure where to start, feel free to reach out—I’m happy to help. My advice is always free.
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