TRENDS
A win-win situation
STUART FORSTER
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How the free cards concept took off in India.
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Good response: Jan Berings with the cards. PHOTO: STUART FORSTER
IN the bars of Amsterdam, racks of free postcards are as much a part of the scene as the decorative beer taps from which glasses of amber draught are served. As Noreen van Holstein and Jan Bering gradually got to know their way around Delhi, it struck them that something that they enjoyed in their native Netherlands was missing; the free cards.
They are now engaged in rolling out Cards4U, a free card printer and distributor, in locations throughout India. Their postcards have been available in Delhi since August 2005, Bangalore since May this year and Mumbai since July. Gangtok also has six distribution points. Between 80,000 and 1,00,000 cards are currently being picked up each month. Marketing Manager Jan Bering expects that this will rise with further expansion into cities such as Chennai, Hyderabad, Kalkota and Pune.
Though new to India, the concept of free cards is a tried and tested marketing strategy in many countries. The idea originated in the United States and was so successful that it quickly caught on in numerous other countries.
The concept is simple. Eye-catching free postcards with trendy designs, sometimes with provocative slogans, are exhibited within locations such as bars, cinemas and shops; places where socially active young people spend their leisure time. Impressed by the designs, people pick up the cards. The cards are shown to friends, displayed, and even sent through the post. Thus the impact of the message grows.
Inspiration
An American company, Go Cards, previously attempted to launch the free card concept in India. Their legacy inspired Cards4U's Managing Director, Noreen van Holstein. Van Holstein moved to Delhi in November 2003. Despite flicking through listings and local magazines, Noreen had the feeling she was missing out on the city's scene: "One day I sat in a restaurant and saw one of the empty Go Card displays. Then it clicked. I thought, `This is what's needed here — a platform — not only for commercial advertisers, but also to get people engaged in what's happening in the city and to make them aware of social issues.'"
Market research convinced Van Holstein that the time was right to launch free cards in India. Starting up, however, was almost a Catch 22 situation. "You need locations and advertisers simultaneously. Advertisers want locations. Locations don't want empty displays," says van Holstein.
Display racks were designed, printers found and, initially, five to seven new designs a month were launched. "The idea is simple, but it is not easy to set up a good platform. It takes a lot of energy," reveals the Cards4U MD.
Jan Bering is upbeat about early responses to the cards: "The free card concept is embraced everywhere where it is started. And that's logical, it's a great thing; restaurants have something to offer to their customers, customers get a free gift — that they choose themselves — and advertisers reach their target audience in a very direct manner. It's a win-win concept."
Typically, the cards tend to be picked up by dynamic people who are, "young and urban, aged between 16 and 45, middle-or upper-class with more than the average spending power and an open view to the world," reveals Bering.
Though free cards can advertise commercial products, the Cards4U management is also keen that their platform should be used to give exposure to artists and social issues. "It keeps the platform beautiful, interesting and can open the eyes of the youngsters. A platform with only advertisements would be something completely different. Without these campaigns we would not be able to create this platform. Outlets would start charging us for being an advertisement company using their space," says Bering.
It has taken a little while to be accepted by consumers. At first it seemed that people were a little reluctant to take the cards. "People thought that there must be a `trick', as nothing comes for free, does it?" chuckles Bering, looking back at the initial experiences in Delhi. "We see that in Mumbai and Bangalore people are a lot less shy," he continues.
Unexpected responses
Not everything has panned out precisely as the Dutch entrepreneurs have expected. Many of the free cards displayed in Europe are offbeat or fresh while some are downright cheeky. One of Cards4U's designs went in that direction and resulted in some unexpected responses.
Bering takes over the story: "We had a card with a lady on the front; completely covered with tattoos and piercings. Let's say not the regular taste for a nice date. On the front we had the text `Wanna date?' This just as a fun card, to show to the people that anything is possible with Cards4U Free Cards. And, yes, we received quite some calls from guys looking for a date! It took quite some convincing to explain we were not a dating or escort agency."
Confirmation, nonetheless, that people are taking and responding to the cards.
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