A picture of your latest project may be worth a thousand words, but a rink CD delivers volumes. John Caletti of Caletti Construction, in San Francisco, began using the business card–sized (shaped like a hockey rink) CD as a marketing tool about six months ago. Potential clients and architects “don't have to go through a lot of paperwork,” Caletti says. “It gives more information, more quickly, at their leisure.”
The CD has music, video clips showing Caletti's crews at work, a voice-over describing the kinds of work the firm does, still photos of 30 different projects, and a link to the company's Web site. “The pictures show clearly the high-end work available and what can be done,” Caletti says.
The cost is not much more than Caletti was spending on photographs, about $1 a piece. He spent about $4,000 to produce and replicate 1,000 rink CDs. Caletti says it has more of an impact, is more easily passed on to others, and “leaves the client with a clear impression of the company's capability.”