Billads presents a unique advertising opportunity

Billads has revolutionised the traditional restaurant bill folder, providing advertisers with the opportunity to interact with the consumer in an immediate and intimate format. These new folders are designed for convenience and come complete with a pen as well as a tip and credit card recess.

The inside of the folder is available as advertising space and presents a brand with numerous opportunities to capture potential consumers. The two main points of contact are when the bill is presented and once the payment has been concluded and the change or credit card slip is returned, additionally there is extended exposure to the advertising while the transaction is being processed, as the folder usually lies open on the table during this time.

According to Craig Segal, MD of The Nine Mile Group, "consumers have become sensitised to conventional advertising mechanisms. As a company, we felt it was important to develop a product, which had the ability to reach out to consumers in a captive environment. Billads is a new form of 'embrace' media, which has the potential to add value to the consumer and is made commercially viable by offering it as an effective brand platform."

Billads can be used to heighten brand awareness or inform of surrounding retail outlets and entertainment venues. Consumers are targeted while they are relaxing in an informal environment and have easy access to a pen or their mobile phones to record details.

Billads is currently available in 220 upmarket restaurants and cafes including the Villamoura and Montego Bay Groups, Piatto, Café Fego, Café Nescafé, Black Steer and Europa. This allows for an advertiser to refine their target market and ensure that their advertising is literally landing in the hands of potential consumers.

"The Nine Mile Group is currently in negotiations with additional dining establishments to upgrade their bill-folders to the Billads format. The response by restaurateurs has been very positive and we have identified an eagerness on their part to provide their customers with an enhanced service and to establish a relationship with other brands," says Segal.

Inperspective Research Consultancy conducted research in July 2006 on behalf of a large pharmaceutical company, using one of their brands to test the effectiveness of Billads. The results showed that 64% of the test group noticed the advertising, 78% recalled the brand being advertised and 43% stated that advertising would encourage them to purchase.

"The brands currently using the Billads platform include, motor vehicle, fitness centres and alcohol advertisers. Due to the way Billads is presented and set up there is endless potential for advertisers from all industries to successfully utilise Billads. It is a cost effective method of continuous exposure as the same folder is utilised repeatedly throughout the trading day," concludes Segal.