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Cassette Works' PLAYBACK Newsletter • Volume 1 Page 2
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 N PRODUCT DEVELOPMENT, there is a rule: the total product is much more than just the product itself. The package, its presentation, and its other elements all become part of the product, for often times these are reason that determine whether or not the consumer buys the product.
Your package will have a substantial effect on your potential sales volume and profitability.
At Cassette Works, we can help you develop your product's package and "peripherals" to maximize its impact. Following are some things to keep in mind when considering your package:
YOUR MARKET
Consider your market. How you plan to sell and distribute your product will be one of the most important factors in determining how you will package it. Will it be sold at personal appearances, by mail order, or in a retail environment?
How elaborate the package needs to be may depend on whether or not package needs to sell the product, or if it is sold before the customer sees it (for example, through advertising).
PACKAGING OPTIONS
No matter how you plan to market your product, we can help you to find the package that will work best for you. You can choose from many standard package configurations or opt to design your own unique package.
For single cassettes, we have the standard hard "norelco" box, or the soft "poly-box", both of which will work well for mailings. In addition, you might consider adding on an "O-card".  This is a printed cardboard wrap like those you see on music "cassingles".
Multiple cassette programs are usually packaged in vinyl cassette albums. These are available in many standard colors, sizes and configurations. Albums hold different numbers of audio and/or video cassettes, printed material, diskettes, and other program helps.
The combination plastic-and-cardboard paperback size album is also available. This works well for one- or two-tape programs, and can even include a small booklet and/or promotional "tag-along" materials.
PERCEIVED VALUE
In general, whatever packaging type you choose, look at your product in terms of its "perceived value" to your potential customer. Ask yourself: does this package have the visual impact that communicates immediate value to the customer?
Consider adding some kind of "extra" to increase the perceived value and to optimize the product's potential benefit or enjoyment. Examples would be items like lyric sheets, booklets, listener's guides, charts or graphs, self-tests, or a personal message from you.
Cassette Works will assemble and shrinkwrap all items into your package and provide you with finished products ready to sell. We'll ship them to one or more distribution centers, or send them individually, to customers on your mailing list.
 OU WILL NEED to put identifying information on your cassettes. You should include the following essential information: the title of the program (including the title of each song, if a music tape), the side and/or tape number, the copyright information, and of course, your name. Other information such as your address and telephone number, your logo, and the specific subject title of each side of the cassette (if applicable), are optional, but highly recommended.
COPYRIGHT
To properly copyright your cassette, you should use both the © and the (P) symbols followed by the year and the name of the copyright holder. The "C" symbol is to copyright the material contained on the tape, and the "P" to copyright the performance of that material (which your cassette is). Additional copyright information can be obtained from the U.S. Government. We have links to this information on our copyright page.
Although it may save you a little money, it is not a good idea to label only one side of the cassette. Not only can it avoid confusion for the end user, labeling both sides will give your product a more finished look.
TWO METHODS
To fulfill labeling requirements you have two option—pressure-sensitive labels, or direct printing on the cassette shell itself, called "imprinting".
Pressure-sensitive labels, although more expensive, give more options because of their printability. With labels, you can add color, reverses, and screens that add more visual appeal.
The other option, imprinting, is the most popular method commonly seen on music cassettes in stores. Although it is most often done in black, it can be done in an assortment of basic colors. Despite its lower visual appeal, this approach should be considered as it is the most economical and may be suitable to your needs.
At Cassette Works, we can print using either method, from your supplied artwork or renderings. We can drop in your company's logo, and give you other layout assistance. Layout sheets are available to assist you or your typesetter, upon request.
 EALING WITH A COMPANY that is not in your neighborhood might seem to pose a potential problem, but the latest technologies of communication and transportation have suddenly made the world "our neighborhood".
Should a problem arise, or if changes need to be made, they can effectively be handled over the phone or by fax.
Our ability to serve clients' needs anywhere has allowed us to successfully develop business beyond the boundaries of this country, and into Europe, South America, and Southeast Asia.
So whether you're in Honolulu or New York, we can serve you with a price that is competitive and turnaround times that are flexible. We can provide you with superior value that is on time and within your budget. "We're in your neighborhood."
PLAYBACK Newsletter Continues on Page 3
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