In no way, shape, or form is everyone alike. What people know is that they like receiving gifts. Many of our basic principles talk about the perceived value of a CD over a pen, stress ball, coffee mug, or notepad. One great thing about CDs is that people keep them, for years. While music is a tangible product, it offers an intangible benefit to people. The perception is that a CD costs between $10-$18 to buy; therefore, by giving customers a custom CD, it shows the elevated level of care for them and they will never forget.
The longevity of CDs is incredible, similar to people holding onto vinyl records for half a decade. People keep albums of all genres including Dave Matthew, John Mayer, Led Zeppelin, Stevie Ray Vaughn, and many other artists for easily over 10 years. By giving customers a custom CD, it is almost guaranteed to be in their collection for a lifetime and your brand will continuously be in their mind. Since the average person has roughly 90 CDs in their collection, buying 6 albums per year, it is safe to say that CDs would be a great investment for customers and leads to increased brand awareness, equity, and loyalty. Music is a special gift because people remember when they got the CD, where they listened to it, and who gave it to them. Your company could be the answer.