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| Product
Features |
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| Every
household in Pakistan receives bills whether it
is monthly bank statement, a phone bill, gas bill,
electric bill or water bill. Customers open and
read their bills and account statements as they
contain relevant information either at individual
or household level. Bills and statement are often
viewed more than once, as they usually are left
in a pile or pinned to board until they are paid
or filed. It is natural for consumers to spend more
time looking at their bills, statements and customer
correspondence than other stand-alone forms of advertising. |
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| 01:
Reach of 29.1 Million Households |
| Utility
bills give you the capability to deliver your advertising
message to 29.1 million households of Pakistan through
WAPDA, KESC, SSGC, PTCL and SNGPL collectively with
in 20 working days. Our unique subscriber base is
19.5 million nationwide. On average 6.5 persons
are living per house. Our total population is 160
million as per latest census report. In Pakistan
there are 24.61 million households. This means our
reach is 79.23% on the basis of unique households
which is greater than newspaper and TV subscribers.
One bill is viewed by minimum three persons and
generates 7 ad views/ impression till the bill is
paid as per market research. |
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| Total
Impressions/ Ad views are generated is 2.444 Billion
in one year and reach is 1.0476 Billion. |
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| 02:
Targeted Reach |
| PowerAD
enables you to select the cities and localities
within city to target your potential and niche markets.
This medium gives you more control to manage your
media spillovers. |
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| 03:
Customer Relationship |
| Bill
is the main transaction driver which generates the
customer relationship with individual or household
on long term basis and creates the brand loyalty,
integrity and brand image. Cross selling on bill
will generate more business and open new doors to
acquiring more customers and households. |
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| 04:
Flexible Medium |
| PowerAD
gives the complete control to client to select number
of subscribers with in city which is to be targeted.
This means client define its targeted reach himself
to achieve his marketing objectives for |
| Circles |
Areas |
Total Subscribers |
Targeted
Subscribers |
| KESC-
DHA |
DHA,
Clifton, |
262,294 |
150,000 |
| LESCO-South |
DHA,
Gulberg |
417,524
|
200,000 |
| IESCO-Islamabad
|
Islamabad
City |
240,217
|
100,000
|
| FESCO-Faisalabad
I |
Peoples
Colony, |
575,843 |
150,000 |
| MEPCO-Multan |
Multan
City |
724,946
|
140,000 |
| GEPCO-Gujranwala |
Gujranwala
City |
413,946
|
120,000 |
| HESCO-
Sukkar |
Sukkar
city |
231327 |
80,000 |
| QESCO-Quetta |
Quetta
City |
185,399
|
80,000 |
| PESCO-Hazara |
Hazara
city |
365,444 |
50,000 |
| FATA-
Tribal Areas |
Fata |
279,317
|
50,000 |
|
| Note:
The distribution of targeted subscribers will be
at random within the selected circle, however, we
will give more preference to the selected localities
within circle; accuracy would be 80 to 90%. At Circle
level the accuracy of bill distribution is 99.9% |
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| 05:Better
Reach in Remote Areas |
| Utility
bills has very effective reach in remote areas.
This is very useful for media planners to communicate
the advertising message in rural areas for better
penetration. |
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| 06:
Un-cluttered Medium |
| We
have fixed only one advertising spot at front side
of the bills, which creates a greater impact as
compare to full page of newspaper. |
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| 07:
Cost Efficient |
It is very cost efficient medium since minimum three unique persons view the bills husband, wife and third person could be son / daughter or servant and generates 7 impressions collectively right from the bill receiving day to bill deposit day. Advertising on bills gives you higher ROI as compare to another medium. Its cost you only PKR 33 paisa per impression / ad view. |
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| 08:
Better Alternative of Direct Mail |
| Direct
postage mail cost in Pakistan is PKR 4.0 and stuffing
cost would be around PKR 3.0. Our medium cost is
far lower. |
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| 09:
Guaranteed Delivery |
| Advertising
message is must delivered because it is printed
on utility bill. Bills are must delivered since
government revenue is linked up. If bill is not
delivered, people usually contact the concern office
to get the duplicate bill. |
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| 10:
No cost impact on recall AD |
| One
bill is must seen three different days within one
month. |
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a)
Bill Receiving Day
b) Bill Discussed with in family
c) Bill Deposit day |
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| In
our medium, client does not need to pay for the
recall ad impressions within one month. In Newspaper
and TV, you have to pay extra cost for each impression
that you receive. This is a big difference which
reduces your cost per acquisition. |
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| 11:
Completely Unavoidable |
| Utility
bills are always seen by the decision maker of the
house. Bill can’t be deposited without seeing.
Hence advertising message is always delivered. |
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| Conclusion |
We
will strongly recommend you to advertise on utility
bills as per your desired areas
by using media mix strategy and allocate your 15
% advertising budgets for utility bills on regular
basis. Then you will see the difference. |
