Kurt Sveilis, co-director of a company called Bad Dog Postcards, thinks he has a formula to bring advertisers and customers happily together. It involves businesses designing postcard-sized ads that are distributed for free and are stylish or funny enough that people would be glad to pick them up. In fact, if they are impressed enough, they might even attach a stamp and send the sponsor's message to their friends on the other side of the globe.
The concept, first tried in the Netherlands about 10 years ago, has succeeded in many other parts of the world, and American-born Sveilis sees no reason why Latvia, his home for the past few years, should be an exception. The first print run of cards from local advertisers should hit around 40 bars, cafes and other distribution centers in Riga Dec. 1.
Just six businesses have signed up for the first run of 10,000 cards each, which Sveilis admitted is a little slow. But he thinks that when people get used to the idea it will take off.
"The younger generation thinks they're really hip, and those who have traveled actually collect them. The older generation has a little trouble accepting the idea," said Sveilis.
Still, he thinks the cards' appeal is not restricted to folks subject to acne. While marketing in the United States is aimed at very specific groups by age, gender and tastes, in Latvia Sveilis believes people from teens to 40-somethings have a lot more in common.
He thinks this should mean that a wide variety of advertisers should be interested too. The first batch of clients wanting to spread their message include a restaurant, a pizza delivery service, a travel agency, a documentary film studio, and a swimsuit calendar. Negotiations are continuing with a brewery and with a bank that is trying to attract students and other younger customers.
In other countries charitable organizations have used postcards to get donations, and it could work in Latvia as well. Together with the first ad cards, Sveilis' firm will distribute at cost others from the British Chamber of Commerce in Riga which wants to raise cash for a children's hospice.
Imagination is the only limitation on how businesses use the paid-for space. Elmars Tannis, president of the Lulu's Pizza delivery service, said his firm is trying out the cards because they are a relatively cheap form of advertising, and because the medium is not intrusive to people. Those who pick up one of his will be able to enter a competition to win a pizza party for four people. Tannis' cards will be black and white, giving kids the chance to color them in, thereby broadening their appeal to the whole family.
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