WO2010020010A1

WO2010020010A1 - A system and method for providing promotional material to visitors at a venue

Info

Publication number: WO2010020010A1
Application number: PCT/AU2009/001075
Authority: WO
Inventors: Mark Leslie Kewley
Original assignee: Mark Leslie Kewley
Priority date: 2008-08-20
Filing date: 2009-08-20
Publication date: 2010-02-25
Also published as: AU2009284705A1

Abstract

Systems and methods for providing promotional material at venues such as trade shows are described. The method includes the steps of storing promotional material information in an electronic format; providing the promotional material to visitors at the venue by transferring the promotional material information to portable storage devices of the visitors.

Description

A SYSTEM AND METHOD FOR PROVIDING PROMOTIONAL MATERIAL TO

VISITORS AT A VENUE

Technical Field The present invention relates to systems and methods for providing promotional material to visitors at a venue. The invention has particular application to providing promotional material at trade shows and exhibitions. The invention also has application at other types of venues such as retail outlets and shopping centres.

Background to the Invention

At promotional events such as trade shows and exhibitions, persons, and more usually businesses, seek to promote their particular products or services with a view to fostering business relationships, increasing their profile in their industry, and/or making sales. One of the most popular advertising and promotional tools used by people involved in both public and trade only shows is to give away information about themselves in the form of brochures, fliers and other information packs to visitors to the show. These are often given out in a bag of some sort where there may be a number of items in the bag offering the visitor a range of information on the products and services of that business. There is often also a voucher or ticket that gives the visitor a benefit or reward later outside after the show that encourages the visitor to go back to that business at a later date. These may be a discount vouchers or a small gift. These bags of information and promotions are often referred to as showbags, with each trade stand having its own showbag full of information and other items for the visitor. It has been found that significant resources and planning are required to produce these showbags which involves arranging for printing of brochures and the like and delivering and distributing the showbags to sometimes two or three shows around the county.

Further, it is not uncommon for some trade shows to have over 1,000 trade stands. This raises a problem for visitors who visit numerous stands and often end up carrying a large weight of paper and gifts in bags around a show for hours at a time. It is not uncommon for visitors to discard showbags at the show after becoming tired of carrying such a large weight of material around. There remains a need to provide for improved methods and systems for providing promotional material.

Summary of the Invention In a first aspect the present invention provides a method of providing promotional material at a venue including the steps of: storing promotional material information in an electronic format; providing the promotional material to visitors at the venue by transferring the promotional material information to portable storage devices of the visitors. The method may further include the step of receiving visitor information relating to a visitor.

The visitor information may be stored on the portable storage device of the visitor.

The portable storage devices may be populated with a security code and the step of transferring the promotional material is only carried out if the security code is verified.

In a second aspect the present invention provdes a system for providing promotional material to visitors at a venue including: a plurality of information stations, each being associated with a provider of promotional material; a plurality of portable information storage devices each being associated with a visitor to the venue; and the information stations being arranged to effect transfer of promotional material to the portable storage devices.

The information station may include a transfer device that includes at least one socket for physically connecting to the storage devices. The portable storage devices may be provided in the form of flash drives.

At least some of the information stations may further include a barcode reader. In a third aspect the present invention provides a portable storage device including: a connector; and a removable portion; the removable portion is associated with the connector to provide a first connector geometry; and when removed, the connector has a second connector geometry.

The removable portion may be arranged to be broken away from the connector.

The second connector geometry may be the geometry of a USB connector.

In a fourth aspect the present invention provides a method according to the first aspect of the invention wherein the portable storage devices accord with the third aspect of the invention.

In a fifth aspect the present invention provides a system according to the second aspect of the invention wherein the portable storage devices accord with the third aspect of the invention.

In a sixth aspect the present invention provides a dispensing apparatus including: means for storing a number of portable storage devices; means for populating the storage devices with information; and means for dispensing the storage devices. In a seventh aspect the present invention provides a device for populating portable storage devices with information including: means for verifying the authenticity of a portable storage device; and means for transferring information to the storage device.

Brief Description of the Drawings An embodiment of the present invention will now be described, by way of example only, with reference to the accompanying drawings, in which:

Figure 1 is a schematic view of a system according to an embodiment of the invention in use at a trade show;

Figures 2 and 3 illustrate front and rear views of an embodiment of a tag for use with a lanyard;

Figure 4 is a rear perspective view of an embodiment of a portable storage device with a proprietary connector geometry and removable portion; Figure 5 is a front view of the storage device of figure 4; Figures 6 to 8 illustrate an embodiment of a transfer box used in an embodiment of the system; and

Figure 9 illustrates the storage device of figures 4 and 5 being used with the transfer box of figures 6 to 8.

Detailed Description of the Preferred Embodiment Referring to figure 1, a system 10 for providing promotional information to visitors at a trade show is shown schematically. A number of exhibitors are shown who operate trade stands 16, 18, 20, 22, 24, 26, 28 & 30. The organiser of the show is represented by entity 12. A number of visitors to the show are represented as visitors A, B & C.

Information stations are provided at each of the trade stands, each being associated with the particular business that is operating each particular stand. Each information station includes a dedicated hardware device known as a transfer device having one or more USB sockets into which a visitor can insert their USB flash drive to receive promotional information. The transfer device also includes storage for electronic information such as flash memory or a hard drive or the like. Embodiments of various versions of transfer boxes are described in detail below.

Each transfer device is configured by each exhibitor to store some pre-prepared promotional material relating to their exhibit at the show in electronic form. The promotional material can include fliers, information on the stands product or services and any vouchers or free gift certificates for the visitor to print up later and use as a reward or benefit. This collection of information will hereinafter be referred to as a virtual showbag. The promotional material may also include interactive and visually appealing presentations such as a PowerPoint presentation or a video. The promotional material may also include one or more links to a website and if the exhibitor does not want the website to have public access or only wants people from that particular trade show to visit certain pages within the website - special usernames and passwords can also be included.

Prior to the show, exhibitors receive a password that allows them access to website 15 which is maintained by the organiser 12 of the show. This password enables them to log onto the website 15 and download a software program that provides the basis for creating the virtual showbag. In this way all the virtual showbags will have the same format and "look" when they come up on the visitors PC later after the event. In other embodiments, the software is provided in the transfer device, so when the exhibitor first connects to the transfer device the software can be transferred to the exhibitor's laptop and they use this software to create the showbag. The software allows showbags with the same or similar name to be created and stored on the same flash drive.

Each of visitors A, B & C may register for the show in one of three ways as follows: 1. Apply prior to the show by filling out on on-line application form. This results in the visitor being presented a page with a bar-code which they print out and bring to the show for barcode scanning at the time of registration. In variations of this method, a visitor may apply by faxing or mailing in their application form and a suitable bar-code is provided to them by mail to bring to the show for registration purposes.

2. Register at the time of attending the show by using a computer terminal at the event to input their registration details.

3. Register at the time of attending the show by interacting with a staff member of the show organiser.

At the time of their first visit to the show, each of the visitors A, B, C completes their registration procedure and is issued with a portable storage device in the form of a USB flash drive by the organiser of the show 12. Each flash drive is encoded with a security code. This may take the form of a unique serial number or file stored on the storage device. The security code may be unique to a visitor, an event, or a venue. Visitor information including details of each visitor such as name and contact information is stored on their respective flash drives. Details of the flash drive serial numbers and visitor information is also stored in database 14 maintained by the organiser of the show. The flash drive is populated by the organiser 12 of the show with a main file including links to the websites or contact details of all the trade stands of the show.

There are various methods for issuing the visitors with USB flash drives. Three methods are described below which correspond to the three methods listed above as follows:

1. Where a visitor brings along their pre-printed barcode, they present their barcode for scanning by a dispensing apparatus in the form of a vending type machine provided by the show organizer. The machine is stocked with blank USB flash drives in a secure manner. The registration machine reads the barcode and populates a storage device by placing that information into a blank USB flash drive along with the special code for the show. Each of the USB flash drives bears a printable surface along the outside of the flash drive. A barcode is printed on this surface. The USB flash drive is then dispensed by being ejected through a slot so the person can take the flash drive out.

2. Where the visitor uses a terminal at the show, the dispensing machine is connected to the terminal. Following input of their information, the USB flash drive is dispensed as for method 1.

3. Where the visitor registers with the assistance of a staff member, a USB flash drive is prepared by the staff member.

The USB flash drive can then be attached to a lanyard that can be placed around the neck with the now active and loaded USB flash drive on the end. When entering the event the door security swipe the barcode printed on the outside of the flash drive which gets the person into the event and that persons details and what time they came into the event is recorded by the show organiser who are monitoring the entrance.

An embodiment of a lanyard tag 100 incorporating a USB flash drive 120 is shown in figures 2 and 3. The tag 100 features an aperture 101 for attaching to a lanyard (not shown). The tag includes various panels which can be printed with information such as name of event 102, bar code 104, name of visitor along with name of company and capacity or job title 106, sponsor's logo 108. On the rear, there is a panel for space to include any instructions for the visitor as to the use of the tag 100. The tag includes a USB flash drive 120 which is moulded as part of the tag.

Following registration, the visitors walk around the show and visit trade stands that may be of interest to them in the usual manner.

When the visitors A, B or C approach a trade stand a person manning the trade stand engages the visitor in conversation. If the visitor would like to take away promotional information from the stand then they insert their flash drive into the transfer device at the stand.

The transfer device reads the serial number and the visitor information from the flash drive and determines if that flash drive is valid for that particular show. This prevents outside flash drives or devices being used or used again at other shows. If the flash drive is valid, the transfer device copies the pre-configured promotional material onto the flash drive of the visitor. The transfer device does not transfer to exhibitors any details of what other stands that visitor has obtained information from.

The visitor information enables exhibitors at the stand to obtain details of the visitors who expressed interest in their stand. This information is stored by the transfer device and can be downloaded when needed or required back into the computer of that business. This can be downloaded automatically if the computer is continuously connected to the transfer device or whenever the user wants by connecting up their computer, downloading this stored information and then disconnect their computer again until later.

In addition to offering a standard set of promotional material to all visitors, each exhibitor can elect to offer more personalised information as well. For example if a person is interested in one particular product of that business they can add this as well as place any special notes - for example that this person is entitled to a 20% discount if they also purchase the extra version of this product as discussed and agreed to at the show. This additional information is or put together at the stand using a laptop computer and sent to the visitor's device as a separate file or added it to the existing default information offered by that stand. The bar code printed onto the flash drive on the outside may be used in situations around the show where the visitor may not want to obtain promotional material from that stand for whatever reason but wishes to give that stand his details for them to contact him later. In this case the visitor can just swipe the USB flash drive in front of a bar code reader provided on the transfer box and his basic details are recorded without the need for the USB flash drive to be placed into the transfer box. This is useful for competitions and any other general promotions staged over the period of the event that only requires the visitor's name and contact details.

The visitors continue around the show, visiting as many stands that take their interest. The flash drive is placed on a cord or similar around the neck of the visitor which is long enough to reach the transfer device at each stand without having to take the flash drive from around their neck if they don't want to. In the illustrated embodiment, the arrows indicate that visitor A obtained promotional information from stands 16 & 20. Visitor B obtained information from stands 18, 20 & 24. And visitor C obtained information from stands 26 and 30. After the show, upon returning to their homes or offices the visitors plug their flash drives into their own computers 41, 42, 43. They are presented with a range of icons, each relating to a different trade stand that they visited throughout the show. They click on these to view the promotional information that they obtained from each stand.

Once the visitor has taken the storage device home and installed it, the information that they have collected on their USB flash drive system may be configured to start a dialogue with that visitor, create a personality profile, get permission to send follow-up data. Examples of this may include registering for the next trade show, the next "test drive" day at the local race track, special offers for registered "friends of the product" etc.

The visitor may also view the main file on the flash drive which includes contact details of all exhibitors. Thus, the visitor may view details of businesses whose stands they did not visit at the show.

The exhibitors at the show may either hire or purchase their transfer device from the event organiser 12. The transfer device may have 6 or more USB ports to enable several visitors to insert their USB flash drives at any one time. The transfer device protects each exhibitors own laptop computers from the mechanical wear and tear that is placed on the USB ports with so many USB flash drives being plugged into physical connections throughout the duration of the show.

In other embodiments, the transfer device can hold and store a number of different versions of each exhibitor's virtual showbag. In this case, the sales person or person at the stand decides which of the showbags that they already have pre loaded would be best for that particular visitor. In one version the sales person compiles a virtual showbag at the time of talking with a visitor and can add to it whatever information they wish to give that particular visitor. Using a technique such as drag and drop, the sales person can keep adding to the virtual showbag whatever they want from a pre loaded list of items to give away until everything is in the bag, then they transfer in one step the compiled virtual showbag.

The transfer device may provide information to the visitor such as how much space is left on that particular flash drive so the visitor knows if he needs to get another USB flash drive.

In some embodiments the system further includes public access points provided at various locations around the show that the visitor could plug their USB flash drive into to view the contents of the flash drive.

In some versions of the system, the flash drives have proprietary connector design and the transfer devices have corresponding proprietary sockets. The flash drives with proprietary connectors are only available from the organiser of the show. In this way, only proprietary flash drives provided by the system operator and proprietary transfer devices can be used in the system. This stops outside devices being plugged into the transfer device. It also ensures that stands cannot transfer information directly from their own source device into the flash drives distributed for use at that show. This ensures the whole process is secure and can be managed from the start to finish of the process.

In one form the proprietary flash drive connector takes the form of a removable plastic "break off or "break away" cover or slip that goes over a normal USB plug on the devices handed out at the show. The cover provides the connector of the storage device with a proprietory geometry. Connectors with this geometry are accepted by the physical sockets of the transfer device, but cannot be used with regular USB ports as might be found on any laptop or PC. The special terminals around the event where visitor's can check their virtual showbag to see what they have stored on their flash drive also accept connectors with this proprietary geometry. When the visitor returns home and wants to plug into their laptop or PC, they snap off the cover to reveal a normal USB plug that they can then plug into their or any laptop or PC.

An embodiment of such a proprietory USB flash drive with a break off cover is shown in figures 4 and 5. Referring to figures 4 and 5, a proprietory USB flash drive 200 is shown which is comprised of a removable portion in the form of cover 202 which has been fitted to the body portion of a standard USB flash drive 120. The cover has guidance ridges 204, 206 which serve to guide the proprietary USB flash drive into a proprietory socket (described later). The male connector portion 121 of the flash drive 120 is surrounded by cover 202. It is to be noted that guidance ridge 204 is wider than guidance ridge 206. Cover 202 is joined to the USB flash drive 120 at a perforated or frangible portion of the body 208. When the cover is present, the USB flash drive has a proprietory connector geometry. Separating the cover at the perforated portion gives the USB flash drive a second, standard geometry and allows use of the USB flash drive with standard female connectors. Referring to figures 6 to 8, an embodiment of a transfer box 300 is illustrated.

Referring to figure 6, the transfer box 300 includes a bar code scanner 302 on its front surface. The front surface may also include branding information of either the trade show organiser, or the particular trade stand with which it is used. Referring to figure 7, the rear face of the transfer box 300 includes a screen 304 which displays what promotional or other information is loaded onto the transfer box and is available for transfer to a USB flash drive. The transfer box also includes another region 306 on which can be mounted buttons or indicator lights. Buttons or indicator lights may be used to initiate transfers of information, to select what information to transfer, and to indicate the status of information transfers.

Referring to figure 8, one side of the transfer box 300 bears 4 proprietory USB ports 310. These ports 310 receive the proprietory USB flash drive 200 shown in figures 4 and 5. Each of ports 310 includes a recess for receiving the cover 202 of the proprietory flash drive 200. Guidance recesses 312, 314 are sized to correspond with guidance ridges 204, 206. Recess 312 corresponds in size to ridge 204, and recess 314 corresponds in size to ridge 206. This ensures that the USB flash drive is inserted in the correct orientation to align male connector 120 with the female connector 320 mounted inside port 310. Referring to figure 9, transfer box 300 is shown in partial cutaway view illustrating a proprietory USB flash drive 200 being inserted into port 310. It can be seen that female connector 310 is mounted some distance from the outer side surface of the transfer box. This makes it either very difficult or impossible to insert a standard USB flash drive into the transfer box 300 and ensures that only proprietary drives 200 can be used with the box transfer 300.

The transfer box 300 also includes other ports (not shown) to enable connection to other devices. These include a standard USB port for communicaion with a PC of the stand operator to enable configuration of the transfer box with promotional information as preiously described. In other embodiments, the transfer box may have no ports, and be limited only to barcode scanning of visitor information. In another embodiment, the transfer box may have a touch display screen to enable visitors to select their preferred package of promotional information. The screen may display promotional information when the transfer box is idle. In the embodiment described above, the portable storage devices made a physical connection to the information stations by being plugged into a USB socket at the information station. In other embodiments, the portable storage device of the users may connect wirelessly to the information stations and may connect via the internet or by Bluetooth connection. In some embodiments, information is transferred to the portable storage device by barcode scanning technology.

In the embodiment described above the portable storage devices of the users were USB flash drives. In other embodiments they can be in other forms such as in the form of mobile phones, memory cards, memory sticks, portable computing devices or MP3 players.

In the embodiment described above, the venue was a trade show. The invention has application at other types of venues. For insatance, in the case of a shopping centre with a number of retail outlets, each of the retail outlets can offer shoppers promotional information, and the shoppers can visit many of the retail outlets to collect information on their portable storage devices.

In some embodiments, the visitors at the show are required to purchase their portable storage devices from an organiser of the show.

It can be seen that embodiments of the invention provide at least the following advantages:

• an easy and efficient way for businesses at trade and public shows to pass information to prospective clients and customers in a non intrusive way.

• Environmental impact of printing large numbers of brochures is avoided

• Exhibitors obtain information relating to the visitors to their stands

Any reference to prior art contained herein is not to be taken as an admission that the information is common general knowledge, unless otherwise indicated.

Finally, it is to be appreciated that various alterations or additions may be made to the parts previously described without departing from the spirit or ambit of the present invention.

Claims

CLAIMS:

1. A method of providing promotional material at a venue including the steps of: storing promotional material information in an electronic format; providing the promotional material to visitors at the venue by transferring the promotional material information to portable storage devices of the visitors.

2. A method according to claim 1 further including the step of receiving visitor information relating to a visitor.

3. A method according to claim 2 wherein the visitor information is stored on the portable storage device of the visitor.

4. A method according to any preceding claim wherein the portable storage devices are populated with a security code and the step of transferring the promotional material is only carried out if the security code is verified.

5. A system for providing promotional material to visitors at a venue including: a plurality of information stations, each being associated with a provider of promotional material; a plurality of portable information storage devices each being associated with a visitor to the venue; and the information stations being arranged to effect transfer of promotional material to the portable storage devices.

6. A system according to claim 5 wherein the information station includes a transfer device that includes at least one socket for physically connecting to the storage devices.

7. A system according to either of claim 5 or claim 6 wherein the portable storage devices are provided in the form of flash drives.

8. A system according to any one of claims 5 to 7 wherein at leasrt some of the information stations further include a barcode reader.

9. A portable storage device including: a connector; and a removable portion; the removable portion is associated with the connector to provide a first connector geometry; and when removed, the connector has a second connector geometry.

10. A portable storage device according to claim 9 wherein the removable portion is arranged to be broken away from the connector.

11. A portable storage device according to either of claim 9 or claim 10 wherein the second connector geometry is the geometry of a USB connector.

12. A method according to any one of claims 1 to 4 wherein the portable storage devices accord with any one of claims 9 to 11.

13. A system according to any one of claims 5 to 8 wherein the portable storage devices accord with any one of claims 9 to 11.

14. A dispensing apparatus including: means for storing a number of portable storage devices; means for populating the storage devices with information; and means for dispensing the storage devices.

15. A device for populating portable storage devices with information including: means for verifying the authenticity of a portable storage device; and means for transferring information to the storage device.