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
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
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.