Bigcard advertising

BUSINESS BITS
Karmina de Ungria

Consumers are getting smarter and more suspicious about advertisements, as all possible forms of media bombard them with ads these days, making them reluctant or too desensitized to take notice. But what happens when consumers are given the freedom to scrutinize an advertisement?

For business partners Kim Teh and Jean Loang, consumers’ free will seems to be what they were looking for. "Bigcard free card media is a new advertising medium which originated in Spain and is a first in the Philippines. This concept is already known throughout Europe, Australia, USA and select Asian countries," says Loang.

Bigcard advertising makes use of custom-designed display machine which holds cards that are slightly bigger than business cards. The display machines are placed in strategic locations where curious onlookers can take a card out of their own free will. Each display has 16 slots which can hold a maximum of 125 cards.

Freecard, Bigcard's mother company, started in 2002. Teh and Loang brought it to the Philippines only early this year. "It is different from other advertising methods because this is the first free business-card form of advertising in the Philippines. End-users take Bigcards, - keep those in their wallets and are reminded about the products every so often. People value the cards because they benefit from it; At the same time, advertisers maximize their exposure at a minimal advertising cost," explains Loang.

Prior to Bigcard, the two have already plunged into a myriad of business ventures "We have been considering different businesses in the past years such as flower delivery, bazaars, free travel magazines, online shopping site, etc. Then we discovered this business and found the concept innovative and appealing. It doesn’t hurt that we ourselves love promos and discounts. When we found out about this business, we thought the opportunity was too good to pass up," explains Loang.

Using P2 million earned from their previous business ventures, the partners used this on importation of Bigcard boxes, marketing, manpower requirements and other capital expenditures required to jumpstart the business.

"We started just a few months ago, hence the effectivity (of the medium) is yet to be measured. However, we did a market survey and the results are positive. It indicates that people are curious and open to the idea of getting discount cards for free. This form of advertising would appeal to any person who is interested in getting discounts and we believe, most, if not all Filipinos have a sweet spot for discounts and promos. Who wouldn’t want that, right?" she points out.

The partners are converting still-reluctant advertisers to this medium by offering enticing packages, as well as through making them aware of the impact of this format. Loang explains "This is a bull's eye approach where the card-takers are not forced to get the cards, but they themselves want it. Some even get more than one card so that they can share it with their family and friends. Since advertising is not pushed to an unwilling audience, this means that each of the advertiser’s card ends up in the hands of consumers who are inherently interested."

Bigcard's introductory price starts at P3,500 per month and per slot, inclusive of 1,000 cards. Also, for a business package as low as P50,000, advertisers can already become a Bigcard business partner. Additional benefits include assistance in card design and promo conceptualization, printing of the cards, monitoring and distribution. Business models are also provided for enterprising individuals who wish to star their own business. "We offer a business plan where our partners will be fully guided on how they can do the Bigcard business from day one," says Loang.

The affordable price makes it accessible to SMEs."They can afford our packages and at the same time reach their target markets through Bigcard Advertising. We help their business gain foothold in the local industry and at the same time, they get to maximize their advertising budget," Loang continues. "For those who want to have their own business, they just need a small location with high foot traffic. This is the perfect business for individuals who enjoy meeting new people. With the proper management skills, drive and motivation, anyone can surely make this business grow," she says.