CA2298405A1 - A method of distributing a greeting card, disseminating advertising, and promoting a company - Google Patents
A method of distributing a greeting card, disseminating advertising, and promoting a company Download PDFInfo
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- CA2298405A1 CA2298405A1 CA 2298405 CA2298405A CA2298405A1 CA 2298405 A1 CA2298405 A1 CA 2298405A1 CA 2298405 CA2298405 CA 2298405 CA 2298405 A CA2298405 A CA 2298405A CA 2298405 A1 CA2298405 A1 CA 2298405A1
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- greeting
- greeting card
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- message
- benefit
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- G—PHYSICS
- G09—EDUCATION; CRYPTOGRAPHY; DISPLAY; ADVERTISING; SEALS
- G09F—DISPLAYING; ADVERTISING; SIGNS; LABELS OR NAME-PLATES; SEALS
- G09F1/00—Cardboard or like show-cards of foldable or flexible material
Abstract
This invention relates to distributing greeting cards. This invention also relates to disseminating advertising and promoting a company using greeting cards. The method comprises obtaining a sponsor.
The sponsor would typically pay an amount to cover some or all of the cost associated with the production, distribution, and display of a greeting card.
In exchange for the sponsorship, a sponsor message selected by the sponsor is placed on the greeting card, or alternatively, on a display stand for the greeting cards, or both. The sponsor message can include an advertisement, a company name of the sponsor, its trademarks, or a corporate image to be conveyed, or combinations of these. The greeting cards are then displayed on a stand, and usually in a manner and location that allows many people to view and browse the selection of greeting cards on display. Existing display stands that typically allow casual inspection of a variety of greeting cards can be used with this invention. Once a person has selected a greeting card that they wish to acquire, that person is compensated, typically in the form of conferring a benefit on the selecting person who acquires the greeting card.
The benefit can be the enablement of the selecting person to acquire the greeting card at less than a usual cost for similar greeting cards not including a sponsor message. This reduction in cost incurred by the selecting person is related to the amount that the sponsor pays towards the costs associated with the production and distribution of the greeting card. Typically, the benefit is the enablement of the selecting person to obtain the selected greeting card at no cost. The benefit could also comprise making a donation to a charitable organization.
The sponsor would typically pay an amount to cover some or all of the cost associated with the production, distribution, and display of a greeting card.
In exchange for the sponsorship, a sponsor message selected by the sponsor is placed on the greeting card, or alternatively, on a display stand for the greeting cards, or both. The sponsor message can include an advertisement, a company name of the sponsor, its trademarks, or a corporate image to be conveyed, or combinations of these. The greeting cards are then displayed on a stand, and usually in a manner and location that allows many people to view and browse the selection of greeting cards on display. Existing display stands that typically allow casual inspection of a variety of greeting cards can be used with this invention. Once a person has selected a greeting card that they wish to acquire, that person is compensated, typically in the form of conferring a benefit on the selecting person who acquires the greeting card.
The benefit can be the enablement of the selecting person to acquire the greeting card at less than a usual cost for similar greeting cards not including a sponsor message. This reduction in cost incurred by the selecting person is related to the amount that the sponsor pays towards the costs associated with the production and distribution of the greeting card. Typically, the benefit is the enablement of the selecting person to obtain the selected greeting card at no cost. The benefit could also comprise making a donation to a charitable organization.
Description
BP #11118-002 BERESKIN & PARR CANADA
Title: A METHOD OF DISTRIBUTING A GREETING CARD, DISSEMINATING ADVERTISING, AND PROMOTING A
COMPANY
Inventor(s): Regina Cheese-Seromiatnikov Title: A METHOD OF DISTRIBUTING A GREETING CARD, DISSEMINATING ADVERTISING, AND PROMOTING A
COMPANY
FIELD OF THE INVENTION
This invention relates to distributing greeting cards. This invention also relates to disseminating advertising and promoting a company using greeting cards.
BACKGROUND OF THE INVENTION
Greeting cards are used by people for a number of occasions, such as, for example, birthdays, Christmas, Mother's Day, etc. Greeting cards can be provided in a variety of formats. One common format is a book layout having a front cover and a back cover and an inner surface or pages.
Another common format is a sheet layout having only a front and back surface-for example, a postcard typically used to convey a greeting from a vacation destination.
Greeting cards are often viewed by many people. Viewings by multiple persons can occur where greeting cards are displayed for sale.
People tend to look at a wide variety of greeting cards for an occasion before choosing one they like most and feel would be suitable for an intended recipient. As a result, display stands for greeting cards are designed to facilitate the viewing and browsing by many people of the selection of greeting cards displayed.
After a greeting card is selected it often receives multiple viewings, for example, at least the sender and the recipient will view the greeting card.
It is possible that other people will have an opportunity to view the greeting card as well, for example, other senders who will also sign the greeting card.
Further, when a recipient reads the greeting card other people on hand often have an opportunity to view the greeting card. The recipient can also display the greeting card for many days or weeks after the occasion that prompted the delivery of the greeting card. For example, the recipient could display the greeting card on a desk, mantle shelf, or window sill. This can allow even more opportunities for people other than the recipient to view the greeting card.
Greeting cards have attributes that are desired by companies wanting to promote their products or services: they are viewed by more than one person, they generally have an association with a special occasion (birthdays, Christmas, Mother's Day, etc.), and they can be viewed for many days or weeks.
Companies use advertising to contact those people who want to use their products or services. In today's mass media market, companies generally vie with each other to capture the attention of potential consumers. Consumers, on the other hand, typically try to evade as much advertising as they can. Traditional forms of mass media advertisement include TV commercials, radio commercials, advertisement pages in newspapers or magazines, all of which a consumer tends to avoid through either utilizing electronic conveniences in, for example, a television set or VCR, or merely by flipping the pages of, for example, a newspaper or magazine without reading the advertisements.
One method used by advertisers to attract the attention of consumers in print and television advertising is "linked sponsorship."
Linked sponsorship places advertisement within content most likely to reach a company's target audience. For example, a television show that appeals to a particular audience (for example, young women), usually has specific sponsors that support the show (for example, a company that manufactures make-up). Similarly, in print media, a company can choose magazines and newspapers whose editorial policies and coverage likely attract readers with interests in the company's products or services.
Linked sponsorship through mass media advertisement outlets such as TV commercials, radio commercials, advertisement pages in newspapers or magazines can still suffer from consumer avoidance, however, as described above.
SUMMARY OF THE INVENTION
The present invention is directed to a method of distributing a greeting card (which in this specification is intended to include any card that a sender gives to a recipient and that typically conveys a greeting message for an occasion, such as a birthday, Christmas, Mother's Day, etc.) The invention is also directed to a method of disseminating advertising. Further, this invention is directed to a method of promoting a company, its products and services.
Title: A METHOD OF DISTRIBUTING A GREETING CARD, DISSEMINATING ADVERTISING, AND PROMOTING A
COMPANY
Inventor(s): Regina Cheese-Seromiatnikov Title: A METHOD OF DISTRIBUTING A GREETING CARD, DISSEMINATING ADVERTISING, AND PROMOTING A
COMPANY
FIELD OF THE INVENTION
This invention relates to distributing greeting cards. This invention also relates to disseminating advertising and promoting a company using greeting cards.
BACKGROUND OF THE INVENTION
Greeting cards are used by people for a number of occasions, such as, for example, birthdays, Christmas, Mother's Day, etc. Greeting cards can be provided in a variety of formats. One common format is a book layout having a front cover and a back cover and an inner surface or pages.
Another common format is a sheet layout having only a front and back surface-for example, a postcard typically used to convey a greeting from a vacation destination.
Greeting cards are often viewed by many people. Viewings by multiple persons can occur where greeting cards are displayed for sale.
People tend to look at a wide variety of greeting cards for an occasion before choosing one they like most and feel would be suitable for an intended recipient. As a result, display stands for greeting cards are designed to facilitate the viewing and browsing by many people of the selection of greeting cards displayed.
After a greeting card is selected it often receives multiple viewings, for example, at least the sender and the recipient will view the greeting card.
It is possible that other people will have an opportunity to view the greeting card as well, for example, other senders who will also sign the greeting card.
Further, when a recipient reads the greeting card other people on hand often have an opportunity to view the greeting card. The recipient can also display the greeting card for many days or weeks after the occasion that prompted the delivery of the greeting card. For example, the recipient could display the greeting card on a desk, mantle shelf, or window sill. This can allow even more opportunities for people other than the recipient to view the greeting card.
Greeting cards have attributes that are desired by companies wanting to promote their products or services: they are viewed by more than one person, they generally have an association with a special occasion (birthdays, Christmas, Mother's Day, etc.), and they can be viewed for many days or weeks.
Companies use advertising to contact those people who want to use their products or services. In today's mass media market, companies generally vie with each other to capture the attention of potential consumers. Consumers, on the other hand, typically try to evade as much advertising as they can. Traditional forms of mass media advertisement include TV commercials, radio commercials, advertisement pages in newspapers or magazines, all of which a consumer tends to avoid through either utilizing electronic conveniences in, for example, a television set or VCR, or merely by flipping the pages of, for example, a newspaper or magazine without reading the advertisements.
One method used by advertisers to attract the attention of consumers in print and television advertising is "linked sponsorship."
Linked sponsorship places advertisement within content most likely to reach a company's target audience. For example, a television show that appeals to a particular audience (for example, young women), usually has specific sponsors that support the show (for example, a company that manufactures make-up). Similarly, in print media, a company can choose magazines and newspapers whose editorial policies and coverage likely attract readers with interests in the company's products or services.
Linked sponsorship through mass media advertisement outlets such as TV commercials, radio commercials, advertisement pages in newspapers or magazines can still suffer from consumer avoidance, however, as described above.
SUMMARY OF THE INVENTION
The present invention is directed to a method of distributing a greeting card (which in this specification is intended to include any card that a sender gives to a recipient and that typically conveys a greeting message for an occasion, such as a birthday, Christmas, Mother's Day, etc.) The invention is also directed to a method of disseminating advertising. Further, this invention is directed to a method of promoting a company, its products and services.
The method of distributing a greeting card comprises obtaining a sponsor. The sponsor would typically pay an amount to cover some or all of the cost associated with the production, distribution, and display of a greeting card. In exchange for the sponsorship, a sponsor message selected by the sponsor is placed on the greeting card, or alternatively, on a display stand for the greeting cards, or both. The sponsor message can include an advertisement, a company name of the sponsor, its trademarks, or a corporate image to be conveyed, or combinations of these. The greeting cards are then displayed on a stand, and usually in a manner and location that allows many people to view and browse the selection of greeting cards on display. Existing display stands that typically allow casual inspection of a variety of greeting cards can be used with this invention. Once a person has selected a greeting card that they wish to acquire, that person is compensated.
Compensation is typically in the form of conferring a benefit on the selecting person who acquires the greeting card. The benefit can be the enablement of the selecting person to acquire the greeting card at less than a usual cost for similar greeting cards not including a sponsor message. This reduction in cost incurred by the selecting person is related to the amount that the sponsor pays towards the costs associated with the production and distribution of the greeting card. Typically, the benefit is the enablement of the selecting person to obtain the selected greeting card at no cost: a person who wishes to acquire a greeting card can simply take the greeting card with no additional financial transaction.
Alternative or additional compensations and benefits can be considered, however. For example, if a sponsor desires to promote an environmentally friendly image it might, in place of or in addition to enabling the selecting person to acquire the greeting card at less than a usual cost, also provide a plush animal, such as a panda bear, commonly associated with wild life protection. Other themes of compensation can be considered, and, where suitable, tailored to specific holidays, such as Santa Clause's for Christmas, chocolates for Easter, etc. Alternatively, the benefit conferred could comprise a pledge by a sponsor or other person to make a donation to a charitable organization for the greeting cards selected. In addition, where a person pays any amount for the greeting card selected the benefit conferred could comprise giving all or a portion of the amount contributed by the selecting person to a charitable organization.
In placing the sponsor message selected by the sponsor on a greeting card it is desirable that the sponsor message be associated with the greeting message. For example, a Christmas greeting card might have, as part of the greeting message, a company name or brand name product: "(Company Name) wishes you all the best this Holiday Season!" This form of association can also include integrating the sponsor message with the artwork of the greeting card. For example, the aforesaid message could be blended within a picture on the greeting card. A postcard greeting card could feature, for example, a company name or logo artistically depicted in a smoke trail or a banner trailed by an airplane wishing "you were here!"
An effective and practical method of disseminating advertisement is disclosed, comprising placing a sponsor message selected by the sponsor on a greeting card, displaying the greeting card, and conferring a benefit on a selecting person who wants to acquire the greeting card. The display of greeting cards by appropriate display stands facilitates the viewing and browsing by many people of the selection of greeting cards on display.
Further, greeting cards given for an occasion are generally selected with care to ensure that the right look and style are selected for an intended recipient. This necessitates a careful review of the greeting card by the sender. A sender is also likely to select from those greeting cards featuring sponsor messages that would be suitable for the intended recipient.
Consumer avoidance of sponsor messages on greeting cards is virtually eliminated. Moreover, companies can use linked sponsorship between their sponsor messages and the look and style of the greeting cards upon which they appear to attract consumer attention.
An effective and practical method of promoting a company, its products and services, using a greeting card is also disclosed. The method comprises arranging for a company to sponsor distribution of a greeting card, placing a sponsor message selected by the sponsor on the greeting card, or alternatively, on a display stand for the greeting cards, or both, displaying the greeting card, and conferring a benefit on a selecting person who wants to acquire the greeting card. A company can use greeting cards to promote a desired image using linked sponsorship, as mentioned above, or by association of a greeting message conveyed by a greeting card with a sponsor message to be conveyed by the company. For example, a company desiring to promote an environmentally friendly image can sponsor greeting cards having environmental messages and/or artwork. The "sponsor message" placed on the greeting card could be a message 5 associating the company with environmentally friendly policies. The compensation could also reflect the company image being promoted. For this example, the compensation or benefit conferred could comprise a plush animal, such as a panda bear, commonly associated with wild life protection.
In addition, the benefit conferred could comprise a pledge by a company or other person to make a donation to a charitable organization (associated with wild life protection in this example) for the greeting cards selected.
Further, where a person pays any amount for the greeting card selected the benefit conferred could comprise a pledge by a company to give all or a portion of the amount contributed by the selecting person to a charitable organization.
BRIEF DESCRIPTION OF THE DRAWING FIGURES
For a better understanding of the present invention and to show more clearly how it would be carried into effect, reference will now be made, by way of example, to the accompanying drawings that show preferred embodiments of the present invention, and in which:
Figure 1 is a flow chart of a method of distributing a greeting card according to this invention;
Figure 2 is an organizational flow chart of a method of distributing a greeting card according to this invention;
Figure 3 is an organizational flow chart of an alternative embodiment of the method of distributing a greeting card according to this invention;
Figure 4 is a plan view of a greeting card that can be used with the method of this invention;
Figure 5 is a perspective view of a person viewing and browsing a selection of greeting cards on display;
Figure 6 is a view of a person giving a selected greeting card to an intended recipient; and Figure 7 is a plan view of an example greeting card conveying an "environmental" message.
Compensation is typically in the form of conferring a benefit on the selecting person who acquires the greeting card. The benefit can be the enablement of the selecting person to acquire the greeting card at less than a usual cost for similar greeting cards not including a sponsor message. This reduction in cost incurred by the selecting person is related to the amount that the sponsor pays towards the costs associated with the production and distribution of the greeting card. Typically, the benefit is the enablement of the selecting person to obtain the selected greeting card at no cost: a person who wishes to acquire a greeting card can simply take the greeting card with no additional financial transaction.
Alternative or additional compensations and benefits can be considered, however. For example, if a sponsor desires to promote an environmentally friendly image it might, in place of or in addition to enabling the selecting person to acquire the greeting card at less than a usual cost, also provide a plush animal, such as a panda bear, commonly associated with wild life protection. Other themes of compensation can be considered, and, where suitable, tailored to specific holidays, such as Santa Clause's for Christmas, chocolates for Easter, etc. Alternatively, the benefit conferred could comprise a pledge by a sponsor or other person to make a donation to a charitable organization for the greeting cards selected. In addition, where a person pays any amount for the greeting card selected the benefit conferred could comprise giving all or a portion of the amount contributed by the selecting person to a charitable organization.
In placing the sponsor message selected by the sponsor on a greeting card it is desirable that the sponsor message be associated with the greeting message. For example, a Christmas greeting card might have, as part of the greeting message, a company name or brand name product: "(Company Name) wishes you all the best this Holiday Season!" This form of association can also include integrating the sponsor message with the artwork of the greeting card. For example, the aforesaid message could be blended within a picture on the greeting card. A postcard greeting card could feature, for example, a company name or logo artistically depicted in a smoke trail or a banner trailed by an airplane wishing "you were here!"
An effective and practical method of disseminating advertisement is disclosed, comprising placing a sponsor message selected by the sponsor on a greeting card, displaying the greeting card, and conferring a benefit on a selecting person who wants to acquire the greeting card. The display of greeting cards by appropriate display stands facilitates the viewing and browsing by many people of the selection of greeting cards on display.
Further, greeting cards given for an occasion are generally selected with care to ensure that the right look and style are selected for an intended recipient. This necessitates a careful review of the greeting card by the sender. A sender is also likely to select from those greeting cards featuring sponsor messages that would be suitable for the intended recipient.
Consumer avoidance of sponsor messages on greeting cards is virtually eliminated. Moreover, companies can use linked sponsorship between their sponsor messages and the look and style of the greeting cards upon which they appear to attract consumer attention.
An effective and practical method of promoting a company, its products and services, using a greeting card is also disclosed. The method comprises arranging for a company to sponsor distribution of a greeting card, placing a sponsor message selected by the sponsor on the greeting card, or alternatively, on a display stand for the greeting cards, or both, displaying the greeting card, and conferring a benefit on a selecting person who wants to acquire the greeting card. A company can use greeting cards to promote a desired image using linked sponsorship, as mentioned above, or by association of a greeting message conveyed by a greeting card with a sponsor message to be conveyed by the company. For example, a company desiring to promote an environmentally friendly image can sponsor greeting cards having environmental messages and/or artwork. The "sponsor message" placed on the greeting card could be a message 5 associating the company with environmentally friendly policies. The compensation could also reflect the company image being promoted. For this example, the compensation or benefit conferred could comprise a plush animal, such as a panda bear, commonly associated with wild life protection.
In addition, the benefit conferred could comprise a pledge by a company or other person to make a donation to a charitable organization (associated with wild life protection in this example) for the greeting cards selected.
Further, where a person pays any amount for the greeting card selected the benefit conferred could comprise a pledge by a company to give all or a portion of the amount contributed by the selecting person to a charitable organization.
BRIEF DESCRIPTION OF THE DRAWING FIGURES
For a better understanding of the present invention and to show more clearly how it would be carried into effect, reference will now be made, by way of example, to the accompanying drawings that show preferred embodiments of the present invention, and in which:
Figure 1 is a flow chart of a method of distributing a greeting card according to this invention;
Figure 2 is an organizational flow chart of a method of distributing a greeting card according to this invention;
Figure 3 is an organizational flow chart of an alternative embodiment of the method of distributing a greeting card according to this invention;
Figure 4 is a plan view of a greeting card that can be used with the method of this invention;
Figure 5 is a perspective view of a person viewing and browsing a selection of greeting cards on display;
Figure 6 is a view of a person giving a selected greeting card to an intended recipient; and Figure 7 is a plan view of an example greeting card conveying an "environmental" message.
DESCRIPTION OF THE PREFERRED EMBODIMENT
The method of distributing a greeting card according to this invention is illustrated in Figure 1. The steps of the method comprise obtaining a sponsor 10, placing an advertisement of sponsor 10 on a greeting card, as illustrated at box 12, displaying the greeting card, as illustrated at box 14, and conferring a benefit on a selecting person who wants to acquire the greeting card, as illustrated at box 16. It can be appreciated that more than one sponsor 10 can be obtained. It is to be understood that the terms sponsor and sponsorship as used in this application mean one who contributes financially to a project or an event carried out by another person or group in return for advertising. For the present invention this means a company (typically any business firm, but not meant to exclude a person) who pays an amount to cover at least some or all of the cost associated with the production and/or distribution of greeting cards. In exchange for this sponsorship, a sponsor message selected by the company is placed on the greeting card, or alternatively, on a display stand for the greeting cards, or both. The sponsor message can include an advertisement, the sponsor's company name, its trademarks, logos, and slogans, products and services, or a corporate image to be projected, or combinations of these.
As illustrated in Figure 2 a separate coordinating agency 18 can be provided to obtain the sponsorships 10 and coordinate the various sponsor messages 20 for sponsors 10 with appropriate greeting cards 22.
Coordinating agency 18 can manufacture its own greeting cards 22, or arrange to receive them from existing manufacturers. Coordinating agency 18 can receive sponsor messages 20 from sponsors 10, create sponsor messages 20 for sponsors 10, or arrange to have sponsor messages 20 prepared for sponsors 10 through established advertising agencies. Further, coordinating agency 18 can directly apply sponsor messages 20 to greeting cards 22 or arrange for this to be done through established print houses. In an alternative embodiment illustrated in Figure 3, agency 18 can coordinate with charitable organizations 19 so that a donation is made to the charitable organizations, as will hereinafter be explained.
The method of distributing a greeting card according to this invention is illustrated in Figure 1. The steps of the method comprise obtaining a sponsor 10, placing an advertisement of sponsor 10 on a greeting card, as illustrated at box 12, displaying the greeting card, as illustrated at box 14, and conferring a benefit on a selecting person who wants to acquire the greeting card, as illustrated at box 16. It can be appreciated that more than one sponsor 10 can be obtained. It is to be understood that the terms sponsor and sponsorship as used in this application mean one who contributes financially to a project or an event carried out by another person or group in return for advertising. For the present invention this means a company (typically any business firm, but not meant to exclude a person) who pays an amount to cover at least some or all of the cost associated with the production and/or distribution of greeting cards. In exchange for this sponsorship, a sponsor message selected by the company is placed on the greeting card, or alternatively, on a display stand for the greeting cards, or both. The sponsor message can include an advertisement, the sponsor's company name, its trademarks, logos, and slogans, products and services, or a corporate image to be projected, or combinations of these.
As illustrated in Figure 2 a separate coordinating agency 18 can be provided to obtain the sponsorships 10 and coordinate the various sponsor messages 20 for sponsors 10 with appropriate greeting cards 22.
Coordinating agency 18 can manufacture its own greeting cards 22, or arrange to receive them from existing manufacturers. Coordinating agency 18 can receive sponsor messages 20 from sponsors 10, create sponsor messages 20 for sponsors 10, or arrange to have sponsor messages 20 prepared for sponsors 10 through established advertising agencies. Further, coordinating agency 18 can directly apply sponsor messages 20 to greeting cards 22 or arrange for this to be done through established print houses. In an alternative embodiment illustrated in Figure 3, agency 18 can coordinate with charitable organizations 19 so that a donation is made to the charitable organizations, as will hereinafter be explained.
Figure 4 shows a greeting card 22 in the form of a book layout having a front cover 24 and a back cover 26 that can fold about fold line 28.
Front cover 24 of greeting card 22 typically has an illustration 30 and text that convey a greeting or message usually tailored for a specific occasion, such as a birthday, Christmas, Mother's Day, etc. Greeting card 22 in a book layout would also have an inner surface (not illustrated) when folded about fold line 28. The inner surface can feature additional illustrations and text related to the message being conveyed by the greeting card. A sender of a greeting card generally signs the greeting card on the inner surface. A book format greeting card can also have pages (not illustrated) for additional illustrations and text.
Another common format for a greeting card is a sheet layout (not illustrated) having only a front and back surface-for example, a postcard typically used to convey a greeting from a vacation destination. It is to be understood that the term greeting card as used in this specification is intended to include any card that a sender gives to a recipient and that typically conveys a message.
A sponsor message selected by sponsor 10 preferably appears on front cover 24 of greeting card 22. The sponsor message could comprise a company logo at 34, for example. A company name could appear at 36. The sponsor message could also comprise trademarks and slogans of the company or refer to specific products and services of the company. Further, the sponsor messages can alternatively or additionally appear on back cover 26 of greeting card 22, or on its inner surface or pages, if desired.
When placing a sponsor message of a sponsor on a greeting card it is desirable that the sponsor message be associated with the greeting message conveyed by the greeting card. For example a Christmas greeting card might have, as part of the greeting message, a company name or brand name, thus: "(Company Name) wishes you all the best this Holiday Season!" For greeting card 22 illustrated in Figure 4, the company name is incorporated with the card greeting, thus: "GREETINGS FROM (Company Name)." Associating the sponsor messages with the greeting message conveyed by a greeting card can also include integrating the sponsor message with the artwork of the greeting card. For example, greeting card 22 illustrated in Figure 4 has a company logo (at 34) and a company name (at 36) artistically depicted in a banner 38 trailed by an airplane 40. In the embodiment of Figure 3, greeting card 22 can additionally comprise a message from charitable organization 19, as at 37, for example, that can be associated with the greeting message conveyed by the greeting card in a similar manner as the sponsor message described above. Alternatively, the sponsor message could incorporate the message from the charitable organization.
Greeting cards are typically displayed by a display stand designed to facilitate the viewing and browsing by many people of a greeting card selection. A typical display stand 42 suitable for the practicing of the method of this invention is illustrated in Figure 5. Display stand 42 features slots arranged in columns about the perimeter of the stand. In general, each slot holds a quantity of a specific greeting card displayed. Located adjacent the slots are viewable representative greeting cards 46 of the greeting cards in the slots. Representative greeting cards 46 are generally placed under a transparent cover 48 so that the front covers of the representative greeting cards face outwardly from display stand 42. This arrangement allows a person 50 to casually inspect a variety of greeting cards by viewing the representative greeting cards 46 displayed. If desired, person 50 can browse a specific greeting card by selecting that greeting card from the slot adjacent its viewable representative greeting card.
Display stands 42 can also feature sponsor messages for a sponsor 10.
For example, display stand 42 illustrated in Figure 5 could feature at 52 a company name, logo, trademark, and slogans of a company, or refer to specific products and services of a company. In the embodiment of Figure 3, display stand 42 can additionally feature a message from charitable organization 19, as at 53, for example. Alternatively, the sponsor message could incorporate the message from the charitable organization.
After viewing and browsing the selection of greeting cards displayed, person 50 could select for acquisition a desired greeting card 54 from the appropriate slot 44. According to prior methods, a person selecting a greeting card would pay a vendor an amount equal to a cost (usually specified on the greeting card) for acquiring the greeting card. In the present invention, however, a benefit is conferred upon person 50 for selecting greeting card 54. The benefit can be the enablement of selecting person 50 to acquire greeting card 54 at less than a usual cost for similar greeting cards not associated with any sponsor messages. This reduction in cost incurred by selecting person 50 is related to the amount that the sponsor pays towards the costs associated with the production and distribution of the greeting card. Typically, the benefit is the enablement of person 50 to obtain the selected greeting card 54 at no cost so that person 50 can simply take greeting card 54 with no additional financial transaction.
Alternative or additional benefits can be considered, however. For example, if a sponsor desires to promote an environmentally friendly image it might, in place of or in addition to enabling the selecting person to acquire the greeting card at less than a usual cost, also provide a plush animal, such as a panda bear, commonly associated with wild life protection. Other themes of compensation can be considered, and, where suitable, tailored to specific holidays, such as Santa Clause's for Christmas, chocolates for Easter, etc. In addition, the benefit conferred could comprise a pledge by a sponsor or other person to make a donation to a charitable organization (associated with wild life protection in this example) for the greeting cards selected.
Coordinating agency 18 can transfer the donations from sponsors 10 or others to charitable organizations 19 as appropriate. Further, where a person pays any amount for the greeting card selected the benefit conferred could comprise giving all or a portion of the amount contributed by the selecting person to a charitable organization. Coordinating agency 18 can transfer these funds to charitable organizations 19 as appropriate.
Moreover, coordinating agency 18 could make donations to charitable organizations 19 out of any profits earned from collecting sponsorships and amounts paid by persons for selecting a greeting card, if any, less costs associated with the production and/or distribution of the greeting cards.
Where a separate vendor for the transaction is not required, for example the benefit is the enablement of person 50 to obtain the selected greeting card 54 at no cost, display stand 42 can be placed in any convenient high traffic location. Suitable locations can include, for example, universities and colleges, fitness clubs, community centres, swimming pools and arenas, restaurants and bars, etc.
In its most preferable aspect, the method involves enabling the selecting person to take the greeting card at no cost. Because the greeting cards are available at no cost, there is an open invitation for passing persons to view the greeting cards available for selection. On the basis that the greeting cards are free it is considered that there will be a high number of viewings of the greeting cards by initial persons desirous of selecting a greeting card. Because the greeting cards are free to selecting persons, the facility in which the cards are displayed is in effect conferring benefits on persons in that facility. Compensations may be paid to the person having 5 control over the premises where the greeting cards are displayed. The greeting cards may be displayed in school cafeterias, halls, student residences, and the like, and compensation paid to the school. Because the greeting cards are free, the sponsor has greater assurance that there will be many viewings of the display stands and greeting cards displayed thereon.
Front cover 24 of greeting card 22 typically has an illustration 30 and text that convey a greeting or message usually tailored for a specific occasion, such as a birthday, Christmas, Mother's Day, etc. Greeting card 22 in a book layout would also have an inner surface (not illustrated) when folded about fold line 28. The inner surface can feature additional illustrations and text related to the message being conveyed by the greeting card. A sender of a greeting card generally signs the greeting card on the inner surface. A book format greeting card can also have pages (not illustrated) for additional illustrations and text.
Another common format for a greeting card is a sheet layout (not illustrated) having only a front and back surface-for example, a postcard typically used to convey a greeting from a vacation destination. It is to be understood that the term greeting card as used in this specification is intended to include any card that a sender gives to a recipient and that typically conveys a message.
A sponsor message selected by sponsor 10 preferably appears on front cover 24 of greeting card 22. The sponsor message could comprise a company logo at 34, for example. A company name could appear at 36. The sponsor message could also comprise trademarks and slogans of the company or refer to specific products and services of the company. Further, the sponsor messages can alternatively or additionally appear on back cover 26 of greeting card 22, or on its inner surface or pages, if desired.
When placing a sponsor message of a sponsor on a greeting card it is desirable that the sponsor message be associated with the greeting message conveyed by the greeting card. For example a Christmas greeting card might have, as part of the greeting message, a company name or brand name, thus: "(Company Name) wishes you all the best this Holiday Season!" For greeting card 22 illustrated in Figure 4, the company name is incorporated with the card greeting, thus: "GREETINGS FROM (Company Name)." Associating the sponsor messages with the greeting message conveyed by a greeting card can also include integrating the sponsor message with the artwork of the greeting card. For example, greeting card 22 illustrated in Figure 4 has a company logo (at 34) and a company name (at 36) artistically depicted in a banner 38 trailed by an airplane 40. In the embodiment of Figure 3, greeting card 22 can additionally comprise a message from charitable organization 19, as at 37, for example, that can be associated with the greeting message conveyed by the greeting card in a similar manner as the sponsor message described above. Alternatively, the sponsor message could incorporate the message from the charitable organization.
Greeting cards are typically displayed by a display stand designed to facilitate the viewing and browsing by many people of a greeting card selection. A typical display stand 42 suitable for the practicing of the method of this invention is illustrated in Figure 5. Display stand 42 features slots arranged in columns about the perimeter of the stand. In general, each slot holds a quantity of a specific greeting card displayed. Located adjacent the slots are viewable representative greeting cards 46 of the greeting cards in the slots. Representative greeting cards 46 are generally placed under a transparent cover 48 so that the front covers of the representative greeting cards face outwardly from display stand 42. This arrangement allows a person 50 to casually inspect a variety of greeting cards by viewing the representative greeting cards 46 displayed. If desired, person 50 can browse a specific greeting card by selecting that greeting card from the slot adjacent its viewable representative greeting card.
Display stands 42 can also feature sponsor messages for a sponsor 10.
For example, display stand 42 illustrated in Figure 5 could feature at 52 a company name, logo, trademark, and slogans of a company, or refer to specific products and services of a company. In the embodiment of Figure 3, display stand 42 can additionally feature a message from charitable organization 19, as at 53, for example. Alternatively, the sponsor message could incorporate the message from the charitable organization.
After viewing and browsing the selection of greeting cards displayed, person 50 could select for acquisition a desired greeting card 54 from the appropriate slot 44. According to prior methods, a person selecting a greeting card would pay a vendor an amount equal to a cost (usually specified on the greeting card) for acquiring the greeting card. In the present invention, however, a benefit is conferred upon person 50 for selecting greeting card 54. The benefit can be the enablement of selecting person 50 to acquire greeting card 54 at less than a usual cost for similar greeting cards not associated with any sponsor messages. This reduction in cost incurred by selecting person 50 is related to the amount that the sponsor pays towards the costs associated with the production and distribution of the greeting card. Typically, the benefit is the enablement of person 50 to obtain the selected greeting card 54 at no cost so that person 50 can simply take greeting card 54 with no additional financial transaction.
Alternative or additional benefits can be considered, however. For example, if a sponsor desires to promote an environmentally friendly image it might, in place of or in addition to enabling the selecting person to acquire the greeting card at less than a usual cost, also provide a plush animal, such as a panda bear, commonly associated with wild life protection. Other themes of compensation can be considered, and, where suitable, tailored to specific holidays, such as Santa Clause's for Christmas, chocolates for Easter, etc. In addition, the benefit conferred could comprise a pledge by a sponsor or other person to make a donation to a charitable organization (associated with wild life protection in this example) for the greeting cards selected.
Coordinating agency 18 can transfer the donations from sponsors 10 or others to charitable organizations 19 as appropriate. Further, where a person pays any amount for the greeting card selected the benefit conferred could comprise giving all or a portion of the amount contributed by the selecting person to a charitable organization. Coordinating agency 18 can transfer these funds to charitable organizations 19 as appropriate.
Moreover, coordinating agency 18 could make donations to charitable organizations 19 out of any profits earned from collecting sponsorships and amounts paid by persons for selecting a greeting card, if any, less costs associated with the production and/or distribution of the greeting cards.
Where a separate vendor for the transaction is not required, for example the benefit is the enablement of person 50 to obtain the selected greeting card 54 at no cost, display stand 42 can be placed in any convenient high traffic location. Suitable locations can include, for example, universities and colleges, fitness clubs, community centres, swimming pools and arenas, restaurants and bars, etc.
In its most preferable aspect, the method involves enabling the selecting person to take the greeting card at no cost. Because the greeting cards are available at no cost, there is an open invitation for passing persons to view the greeting cards available for selection. On the basis that the greeting cards are free it is considered that there will be a high number of viewings of the greeting cards by initial persons desirous of selecting a greeting card. Because the greeting cards are free to selecting persons, the facility in which the cards are displayed is in effect conferring benefits on persons in that facility. Compensations may be paid to the person having 5 control over the premises where the greeting cards are displayed. The greeting cards may be displayed in school cafeterias, halls, student residences, and the like, and compensation paid to the school. Because the greeting cards are free, the sponsor has greater assurance that there will be many viewings of the display stands and greeting cards displayed thereon.
10 This, in turn, gives the sponsor good advertising value for the money paid to sponsor the greeting card. Thus, in most circumstances, the sponsor or sponsors, will pay sufficient money to cover all costs and profits associated with the production, distribution, and display of the greeting cards.
After acquiring selected greeting card 54, person 50 (the sender) then gives greeting card 54 to a recipient 56, either by hand, as illustrated in Figure 6, or by other means, such as mail, etc.
A greeting card provides a desirable medium for disseminating advertising. The cost of production and distribution of a greeting card is typically low, particularly when compared to more traditional mass media advertisements, such as TV commercials, radio commercials, and even advertisements in newspapers or magazines. Moreover, the display of greeting cards by appropriate display stands facilitates the viewing and browsing by many people of the selection of greeting cards on display.
Further, greeting cards given for an occasion are generally selected with care to ensure that the right look and style are selected for an intended recipient. This necessitates a careful review of a variety of greeting cards on display by person 50-including the sponsor messages that appear on the greeting cards. Avoidance by person 50 of sponsor messages on the greeting cards is virtually eliminated. Moreover, person 50 is likely to select from those greeting cards featuring sponsor messages that would be suitable for the intended recipient 56. This allows a company to use linked sponsorship between their sponsor messages and the look and style of the greeting cards upon which the sponsor messages appear to attract targeted consumer attention.
Further, viewing of the sponsor message does not stop with person 50. Friends and/or family members of person 50 could also have an opportunity to view the sponsor message when signing or reading the greeting card before delivery to recipient 56. Also, when recipient 54 reads the greeting card the greeting card is often passed to recipient's friends and/or family members, who will also have an opportunity to view the sponsor messages. In addition, many recipients typically display greeting cards for many days or weeks after the occasion that prompted the delivery of the greeting card. For example, the recipient could display the greeting card on a desk, mantle shelf, or window sill. This can allow even m~rP
opportunities for people other than the recipient to view the greeting card and the sponsor messages thereon.
A company can use greeting cards to promote a desired image using linked sponsorship, as mentioned above, or by association of a message conveyed by a greeting card with a message to be conveyed by the company. For example, a company desiring to promote an environmentally friendly image can sponsor greeting cards having environmental messages and/or artwork. Figure 7, for example shows a greeting card 58 illustrating a cove 60 in a natural setting. A sponsor message could be placed on greeting card 58 as at 62 that could be a message associating the company with environmentally friendly policies. The benefit conferred for this example could comprise a plush animal of an endangered species from the scene illustrated. In addition, the benefit conferred could include a pledge by a company to give any amount paid by selecting person 50 to a charitable organization that support's the endangered habitat or species. The benefit conferred could also comprise a pledge by a company or other persons to make a donation to a charitable organization that support's the endangered habitat or species for the greeting cards selected.
It can be appreciated that variations to this invention would be readily apparent to those skilled in the art, and this invention is intended to include those alternatives.
After acquiring selected greeting card 54, person 50 (the sender) then gives greeting card 54 to a recipient 56, either by hand, as illustrated in Figure 6, or by other means, such as mail, etc.
A greeting card provides a desirable medium for disseminating advertising. The cost of production and distribution of a greeting card is typically low, particularly when compared to more traditional mass media advertisements, such as TV commercials, radio commercials, and even advertisements in newspapers or magazines. Moreover, the display of greeting cards by appropriate display stands facilitates the viewing and browsing by many people of the selection of greeting cards on display.
Further, greeting cards given for an occasion are generally selected with care to ensure that the right look and style are selected for an intended recipient. This necessitates a careful review of a variety of greeting cards on display by person 50-including the sponsor messages that appear on the greeting cards. Avoidance by person 50 of sponsor messages on the greeting cards is virtually eliminated. Moreover, person 50 is likely to select from those greeting cards featuring sponsor messages that would be suitable for the intended recipient 56. This allows a company to use linked sponsorship between their sponsor messages and the look and style of the greeting cards upon which the sponsor messages appear to attract targeted consumer attention.
Further, viewing of the sponsor message does not stop with person 50. Friends and/or family members of person 50 could also have an opportunity to view the sponsor message when signing or reading the greeting card before delivery to recipient 56. Also, when recipient 54 reads the greeting card the greeting card is often passed to recipient's friends and/or family members, who will also have an opportunity to view the sponsor messages. In addition, many recipients typically display greeting cards for many days or weeks after the occasion that prompted the delivery of the greeting card. For example, the recipient could display the greeting card on a desk, mantle shelf, or window sill. This can allow even m~rP
opportunities for people other than the recipient to view the greeting card and the sponsor messages thereon.
A company can use greeting cards to promote a desired image using linked sponsorship, as mentioned above, or by association of a message conveyed by a greeting card with a message to be conveyed by the company. For example, a company desiring to promote an environmentally friendly image can sponsor greeting cards having environmental messages and/or artwork. Figure 7, for example shows a greeting card 58 illustrating a cove 60 in a natural setting. A sponsor message could be placed on greeting card 58 as at 62 that could be a message associating the company with environmentally friendly policies. The benefit conferred for this example could comprise a plush animal of an endangered species from the scene illustrated. In addition, the benefit conferred could include a pledge by a company to give any amount paid by selecting person 50 to a charitable organization that support's the endangered habitat or species. The benefit conferred could also comprise a pledge by a company or other persons to make a donation to a charitable organization that support's the endangered habitat or species for the greeting cards selected.
It can be appreciated that variations to this invention would be readily apparent to those skilled in the art, and this invention is intended to include those alternatives.
Claims (28)
1. A method of distributing a greeting card having a greeting message thereon comprising:
a) obtaining a sponsor;
b) placing a sponsor message selected by the sponsor on the greeting card;
c) displaying the greeting card in a location where the greeting card is available for viewing by a plurality of persons; and d) conferring a benefit on a selecting person who acquires the greeting card.
a) obtaining a sponsor;
b) placing a sponsor message selected by the sponsor on the greeting card;
c) displaying the greeting card in a location where the greeting card is available for viewing by a plurality of persons; and d) conferring a benefit on a selecting person who acquires the greeting card.
2. A method as recited in claim 1 wherein the benefit is the enablement of the selecting person to acquire the greeting card at less than a usual cost for similar greeting cards not including a sponsor message.
3. A method as recited in claim 1 wherein the benefit is the enablement of the selecting person to acquire the greeting card at no cost.
4. A method as recited in claim 1 wherein the benefit comprises making a donation to a charitable organization.
5. A method as recited in claim 1 wherein the sponsor message is associated with the greeting message.
6. A method as recited in claim 1 wherein the sponsor message is integrated with artwork on the greeting card.
7. A method of distributing a greeting card having a greeting message thereon comprising:
a) obtaining a sponsor;
b) placing a sponsor message selected by the sponsor on a display stand for the greeting card;
c) displaying the greeting card on the display stand in a location where the greeting card is available for viewing by a plurality of persons; and d) conferring a benefit on a selecting person who acquires the greeting card.
a) obtaining a sponsor;
b) placing a sponsor message selected by the sponsor on a display stand for the greeting card;
c) displaying the greeting card on the display stand in a location where the greeting card is available for viewing by a plurality of persons; and d) conferring a benefit on a selecting person who acquires the greeting card.
8. A method as recited in claim 7 wherein the benefit is the enablement of the selecting person to acquire the greeting card at less than a usual cost for similar greeting cards not including a sponsor message.
9. A method as recited in claim 7 wherein the benefit is the enablement of the selecting person to acquire the greeting card at no cost.
10. A method as recited in claim 7 wherein the benefit comprises making a donation to a charitable organization.
11. A method as recited in claim 7 wherein the sponsor message is associated with the greeting message.
12. A method of disseminating advertising comprising:
a) obtaining a sponsor;
b) placing a sponsor message selected by the sponsor on a greeting card having a greeting message thereon;
c) displaying the greeting card in a location where the greeting card is available for viewing by a plurality of persons; and d) conferring a benefit on a selecting person who acquires the greeting card.
a) obtaining a sponsor;
b) placing a sponsor message selected by the sponsor on a greeting card having a greeting message thereon;
c) displaying the greeting card in a location where the greeting card is available for viewing by a plurality of persons; and d) conferring a benefit on a selecting person who acquires the greeting card.
13. A method as recited in claim 12 wherein the benefit is the enablement of the selecting person to acquire the greeting card at less than a usual cost for similar greeting cards not including a sponsor message.
14. A method as recited in claim 12 wherein the benefit is the enablement of the selecting person to acquire the greeting card at no cost.
15. A method as recited in claim 12 wherein the benefit comprises making a donation to a charitable organization.
16. A method as recited in claim 12 wherein the sponsor message is associated with the greeting message.
17. A method as recited in claim 12 sponsor message is integrated with artwork on the greeting card.
18. A method of promoting a company using a greeting card having a greeting message thereon, comprising:
a) arranging for the company to sponsor distribution of a greeting card;
b) placing a sponsor message selected by the sponsor on the greeting card;
c) displaying the greeting card in a location where the greeting card is available for viewing by a plurality of persons; and d) conferring a benefit on a selecting person who acquires the greeting card.
a) arranging for the company to sponsor distribution of a greeting card;
b) placing a sponsor message selected by the sponsor on the greeting card;
c) displaying the greeting card in a location where the greeting card is available for viewing by a plurality of persons; and d) conferring a benefit on a selecting person who acquires the greeting card.
19. A method as recited in claim 18 wherein the benefit is the enablement of the selecting person to acquire the greeting card at less than a usual cost for similar greeting cards not including a sponsor message.
20. A method as recited in claim 18 wherein the benefit is the enablement of the selecting person to acquire the greeting card at no cost.
21. A method as recited in claim 18 wherein the benefit comprises making a donation to a charitable organization.
22. A method as recited in claim 18 wherein the sponsor message is associated with the greeting message.
23. A method as recited in claim 18 wherein the sponsor message is integrated with artwork on the greeting card.
24. A method of promoting a company using a greeting card having a greeting message thereon, comprising:
a) arranging for the company to sponsor distribution of a greeting card;
b) placing a sponsor message selected by the sponsor on a display stand for the greeting card;
c) displaying the greeting card on the display stand in a location where the greeting card is available for viewing by a plurality of persons; and d) conferring a benefit on a selecting person who acquires the greeting card.
a) arranging for the company to sponsor distribution of a greeting card;
b) placing a sponsor message selected by the sponsor on a display stand for the greeting card;
c) displaying the greeting card on the display stand in a location where the greeting card is available for viewing by a plurality of persons; and d) conferring a benefit on a selecting person who acquires the greeting card.
25. A method as recited in claim 24 wherein the benefit is the enablement of the selecting person to acquire the greeting card at less than a usual cost for similar greeting cards not including a sponsor message.
26. A method as recited in claim 24 wherein the benefit is the enablement of the selecting person to acquire the greeting card at no cost.
27. A method as recited in claim 24 wherein the benefit comprises making a donation to a charitable organization.
28. A method as recited in claim 24 wherein the sponsor message is associated with the greeting message.
Priority Applications (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CA 2298405 CA2298405A1 (en) | 2000-02-11 | 2000-02-11 | A method of distributing a greeting card, disseminating advertising, and promoting a company |
Applications Claiming Priority (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CA 2298405 CA2298405A1 (en) | 2000-02-11 | 2000-02-11 | A method of distributing a greeting card, disseminating advertising, and promoting a company |
Publications (1)
| Publication Number | Publication Date |
|---|---|
| CA2298405A1 true CA2298405A1 (en) | 2001-08-11 |
Family
ID=4165309
Family Applications (1)
| Application Number | Title | Priority Date | Filing Date |
|---|---|---|---|
| CA 2298405 Abandoned CA2298405A1 (en) | 2000-02-11 | 2000-02-11 | A method of distributing a greeting card, disseminating advertising, and promoting a company |
Country Status (1)
| Country | Link |
|---|---|
| CA (1) | CA2298405A1 (en) |
Cited By (1)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| US7627483B2 (en) * | 2000-02-01 | 2009-12-01 | Donate.Net, Inc. | Online donation management system |
-
2000
- 2000-02-11 CA CA 2298405 patent/CA2298405A1/en not_active Abandoned
Cited By (1)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| US7627483B2 (en) * | 2000-02-01 | 2009-12-01 | Donate.Net, Inc. | Online donation management system |
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