1. Field of the Invention
The present invention relates in general to advertising methods and systems. More particularly, the invention is directed to methods and systems for advertising on shipping containers.
2. Description of the Related Art
Annually, billions of dollars are spent by advertisers on post cards, bulk mail fliers, and other traditional advertising methods. The advertisers' goals are to make the public aware of their product offerings and to get their offering in the hands of potential customers.
Accordingly, a need exists to reduce costs and improve the effectiveness of advertising.
In a first aspect, a computer-implemented method of advertising on shipping containers is provided. The method comprising determining a profile of a recipient of a shipping container by a controller, selecting an advertisement based on the profile of the recipient, and affixing the advertisement on the shipping container.
In a first preferred embodiment of the method, the method further comprises determining a location of the recipient. The determining the profile further comprises determining the profile based on the location of the recipient. Affixing the advertisement preferably further comprises affixing the advertisement over an address label of the shipping container. Selecting an advertisement preferably further comprises selecting the advertisement based on the zip code of the recipient. Selecting an advertisement preferably further comprises selecting the advertisement based on whether the recipient resides in a home or an apartment. Selecting an advertisement preferably further comprises selecting the advertisement based on the day of the week. The advertisement preferably comprises a label having a low-tack adhesive. The advertisement preferably comprises an adhesion-free section configured for removing the label from the shipping container. Selecting an advertisement is preferably performed by the controller.
In a second aspect, a computer-implemented method of advertising on shipping containers is provided. The method comprises determining a recipient of a shipping container, retrieving a recipient profile of the recipient by a controller, and comparing the recipient profile with product profiles by the controller. The method further comprises selecting an advertisement based on the comparison, providing an advertisement label, and affixing the advertisement label on the shipping container.
In a second preferred embodiment, providing the advertisement label further comprises printing an ad on a label. Determining the recipient preferably comprises scanning information from an address label on the shipping container by a scanner, and communicating the information to the controller. Affixing the advertisement preferably further comprises affixing the advertisement over an address label of the shipping container. The method preferably further comprises determining a zip code of the recipient. Selecting an advertisement preferably further comprises selecting the advertisement based on the zip code of the recipient. The method preferably further comprises determining a day of delivery. The selecting an advertisement preferably further comprises selecting the advertisement based on the day of delivery. The advertisement label preferably comprises a label having a low-tack adhesive. Providing the advertisement label preferably comprises providing pre-printed advertisement labels.
In a third aspect, a system for distributing advertising materials to recipients of shipping containers is provided. The system comprises a marketing system having a database coupled to a processor, the processor configured for selecting an advertisement, and an advertisement generating device in communication with the marketing system, the advertisement generating device providing an advertising material.
In a third preferred embodiment, the system further comprises a scanner configured for scanning an address label of a shipping container, the scanner configured for communicating to the marketing system. The system preferably further comprises a printer configured for printing a label based on the selected advertisement.
These and other features and advantages of the invention will become more apparent with a description of preferred embodiments in reference to the associated drawings.
The following preferred embodiments are directed to systems and methods for advertising marketing materials on shipping boxes and containers. Such systems and methods may be incorporated into existing shipping systems. In an embodiment, a label having an advertisement is affixed to a shipping container before the shipping container is delivered to the recipient. The driver or other delivery personnel place the advertisement preferably over the address label. Target marketing of advertising may be employed in one or more embodiments. A marketing system may be preferably employed to effectively target individual consumers based on consumer profiles.
Embodiments provide advertisers with a better means of communicating their message to their customers by placing advertisements on shipping containers. The recipient is, in most cases, looking forward to receiving the shipment and is therefore much more likely to actually see and consider the advertisers' material. Embodiments allow shippers to maximize their revenue stream by tapping into this previously unused resource. The exterior of the shipping container provides a prominent display area for advertising and thus a great opportunity to generate incremental revenues by selling the space to advertisers. As used herein, the terms “shipping container” or “package” refer to packaging employed for shipping items and may include, for example, boxes, letters, cartons, packaging, tubes, and trunks.
Embodiments involve the placement of advertising on the exterior of boxes that are being shipped. Daily, millions of shipping containers such as boxes and packages are shipped worldwide with either no markings or generic markings of the box manufacturer or shipper on the outside of the box or package. For each of these packages that are being shipped, someone is already paying the cost of shipping.
The outside of these packages provide a “blank billboard” for advertisers to use at a fraction of the normal distribution cost because the shipping cost has already been covered by either the shipper or recipient of the shipment. Recipients of the shipment are more likely to see their advertisements than conventional bulk mail ads because recipients are anticipating receipt of the shipment and will most certainly interact with this package, versus simply discarding a bulk mailing without even opening it. Placing advertising on the exterior of packages/boxes—and most preferably on top of the addresses by the driver as it is being delivered—provide a secondary means of revenue generation for the shipper allowing the shipper to either increase profitability or compete more aggressively on the pricing of their traditional shipping business to increase market share. Due to high mis-delivery rates, recipients are conditioned into checking the address first to ensure the package is for them, and not a neighbor.
Embodiments solve the problem of the high distribution cost of advertising materials. Millions of dollars are spent annually getting the advertisers message to the target customer. A large percentage of that cost is the cost of shipping, namely, mailing and/or transportation. By having the advertisement “piggyback” on a package that is already being shipped, a large percentage of the incremental distribution cost can be avoided. Another problem is getting the recipient of advertising to actually view the advertisement instead of just throwing it away. The vast majority of bulk advertising material is never even read. With this approach, because the recipient is in most cases looking forward to receiving the shipment, they are much more likely to actually see and consider the advertisers' material. The marginal cost of delivery is almost nothing. The driver is already delivering. The only cost is the printing of the semi-adhesive ad and the few seconds of time at the driver's pay rate. This would be the lowest cost of physical advertising.
Embodiments offer high visibility advertisements on the exterior of shipping containers. Hence advertisers are able to reach a significantly higher percentage of their target customers with a guaranteed brand impression. The distribution cost is a fraction of the costs of traditional direct mail. Therefore, advertisers can achieve more reach with limited advertising budgets. Because more customers see the advertising, advertisers can expect a higher percentage of sales off the advertising thus increasing revenues and market share. This approach enables FedEx, UPS and other third party shippers to get into the direct mail business, which previously was the sole domain of the Post Office. By using this vacant area on the exterior of their boxes for advertising, shippers create an additional revenue stream beyond their traditional shipping fees. These fees may increase profit and/or be a means to subsidize shipping fees to be more competitive. This approach may be used to convey promotional offers such as sweepstakes, or deeply discounted temporary deals. Embodiments may provide significant benefits as compared to convention approaches. For example, embodiments may reduce the cost of distributing advertising materials up to 80% per unit. Increased visibility of advertising materials as compared to traditional means may provide a guaranteed brand impression. Advertisers may enjoy an increased redemption rate due to a higher “open rate.” Embodiments may provide an incremental revenue stream for shippers and/or box manufacturers.
As a basis of comparison, a typical postcard costs about 35¢ to deliver, including about 5¢ for a mailing list, 5¢ for printing and 25¢ (or over 70% of the total cost) for mailing, assuming that it is bulk, and presorted with bar codes. So any savings on the mailing cost would be advantageous. The marginal cost of a driver placing a semi-adhesive ad on top of the address would cost pennies.
Furthermore the “effective cost” of delivering a postcard is actually greater than 35¢. Even at a 3% redemption rate (which is high), the effective cost is $11.67 (35¢÷3%). So if the shipping company charged 5¢ for distribution, the total cost would be 10¢ including printing (no need to purchase a mailing list). So at a higher redemption rate of about 5%, the “effective cost” of this new approach is $2.00 (10¢÷5%), or an 80% or greater savings to the “effective cost” versus traditional post cards.
Embodiments allow advertisers to use the surface of shipping boxes and packages to reach out to their target customers. Embodiments enable shippers to augment their traditional revenue stream by taking advantage of the available space on the exterior of their shipping materials.
In one or more embodiments, a shipper makes advertising space available for sale on the exterior of their packages. The shipper and advertiser agree on target customers, advertising design, and rates. The shipper coordinates with the supplier to include advertiser art on packages as agreed. Through this process, shipper garners incremental revenues and advertisers are more successful in having their target customer see their products/offers.
Embodiments also solve the problem of capacity constraints of the post office. Unlike post cards or direct mail, there is no need to wait for available capacity at the post office. Not only would the preferred embodiments work on US Post Office packages, but also of those for FedEx, UPS and other shippers. Also capacity constraints usually occur in processing and sorting. The last point of contact, the driver, has almost infinite capacity. Conceivably, they could place ads on every delivered package.
Marketers such as a proactive box manufacturer might also partner with customers to bring shippers and advertisers together to reach specific customer groups with product offerings that match a particular customer demographic. For example, advertising can be targeted to specific zip codes, homeowners versus renters, delivery dates and times during the week (e.g., Friday/Saturday for sporting and leisure event offers).
As discussed above, a package may also include a letter, i.e., standard mail, which tends be a more frequent vehicle for advertising than a boxed package which is more of an occasion item (e.g., gifts, online purchases, etc.). One approach would be to put delivered letters, i.e., letters which have reached their destination and are about to placed into the mailbox by the delivery person, inside a slightly oversized advertising pouch. The slightly larger pouch may include transparent sections to enable the recipient to see the letter inside and, thus, avoid discarding the entire pouch. This way, a recipient has to at least read the ad on the pouch in order to get to the bills, personal letters, etc.
A preferred method of capturing data is also provided. A bar code, such as a Quick Response Code (“QR Code”) or a phone number may be provided, such that engagement by the recipient can be tracked.
Although the invention has been discussed with reference to specific embodiments, it is apparent and should be understood that the concept can be otherwise embodied to achieve the advantages discussed. The preferred embodiments above have been described primarily as systems and methods for distributing advertising materials on shipping containers. In this regard, the foregoing description of the system and methods is present for purposes of illustration and description. Furthermore, the description is not intended to limit the invention to the form disclosed herein. Accordingly, variants and modifications consistent with the following teachings, skill, and knowledge of the relevant art, are within the scope of the present invention. The embodiments described herein are further intended to explain modes known for practicing the invention disclosed herewith and to enable others skilled in the art to utilize the invention in equivalent, or alternative embodiments and with various modifications considered necessary by the particular application(s) or use(s) of the present invention.
This application relates to, claims priority from, and incorporates herein by reference, as if fully set forth in U.S. Provisional Patent Application Ser. No. 61/492,315 filed on Jun. 1, 2011 and entitled “Advertising on Shipping Boxes.”
Number | Date | Country | |
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61492315 | Jun 2011 | US |