Freecards to gauge effectiveness with barcodes on racks

Freecards Media is hoping to improve the accountability of postcard advertising campaigns with the introduction of a barcode system.

Freecards Media is hoping to improve the accountability of postcard

advertising campaigns with the introduction of a barcode system.



The company, which distributes postcards in more than 900 UK bars and

restaurants, is planning to put codes on its racks by 1 February.



The barcodes will tell Freecard’s sales team and its advertisers - which

include Sony, Jazz FM and Vodafone - the date and time when each rack is

stocked.



Freecards’ postcard distributors will swipe a light pen over the code

each time they replenish the supply of cards. The data will be fed back

to Freecards’ office and will be made available to clients.



’The poster advertising industry had to do the same thing three or four

years ago,’ said Freecards’ sales director Tony Sharman. ’This is the

first step in making our medium more accountable. We are the first on

the market to try it and I think other postcard advertising companies

like The Cardguide and Boomerang will have to follow suit.’



Luci Rathan, managing director of The Cardguide, commented: ’I fully

endorse the philosophy behind these barcodes. We all want to improve the

overall standard of postcard advertising and instill confidence in

advertisers.



However, I’d like to look at the quantity of the cards delivered and the

quality of our service - not just at the effectiveness of delivery.’



Freecards, which has a sales team of six, launched in 1992. It recently

formed a partnership with BAA to put its cards on the Heathrow Express.



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