RU2537870C1 - Method for bottled water advertising in process of distribution - Google Patents

Abstract

FIELD: personal use articles.

SUBSTANCE: advertising method is characterised by usage of a system of bottled water delivery by producers and distributors to consumers; according to such system, bottles filled with water are delivered to water consumers while empty bottles are collected for repeated filling and distribution. One applies the required quantity of promotional messages onto the external surface of the corresponding quantity of bottles being distributed; the system specificity is as follows: additionally, one applies onto bottles RFID-marks that (before shipping to consumers) are read out; information on correspondence of the specific RFID-mark and time of its shipping to the consumer with advertisement data on the bottle and with data on the specific consumer is captured in the server database; after repeated ordering of bottled water by the consumer, RFID-marks are repeatedly read out from empty bottles collected from the consumer before such bottles treatment with the time of reading-out recorded; on the basis of such time recorded, by the input data collected before delivery, one determines the time period of advertisement demonstration to the consumer; advertisement efficiency is judged upon by the ratio of responses to advertisement from the end consumer of advertised goods and services; in case of advertisement inefficiency, the advertisement type for the specific consumer of bottled water is changed; in case of advertisement efficiency, the consumer's advertising preferences are determined.

EFFECT: possibility of evaluation of advertisement efficiency in the process of bottled water distribution, the possibility of recording the time of advertisement demonstration to bottled water consumers and the possibility of evaluation of the end consumer's advertising preferences.

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Description

This invention relates to the field of advertising, and in particular to methods and devices for the distribution and delivery of advertising information messages directly to consumers in the process of distribution of bottled water.

A distinctive feature of the information space is its oversaturation with advertising messages. This leads advertising consumers to a state of fatigue from advertising, its further rejection. People, due to the huge amount of various advertising, lose the ability to perceive advertising messages and, as a result, to respond to them. The main task for advertisers in this situation is the need to distinguish their advertising message from a huge variety of similar ones.

In some cases, the recipients of advertising messages can respond to a significant increase in the number of advertising messages distributed through traditional channels. For example, an advertiser directs a significantly increased advertising budget to television advertising, relying on an extremely “aggressive” advertising company, and consumers react to this as a result of massive exposure. However, the return may not correspond to the spent financial resources. And while advertisers compete in the size of advertising budgets, recipients of advertising messages lose their ability to respond to them.

In addition, the possibilities of known methods of delivering advertising messages directly to recipients are limited due to various reasons, for example, due to legislative restrictions (for example, CMC sending or sending emails without the consent of the subscriber (recipient of the message) is called spam and is a violation of the law).

Ideally, the advertiser seeks, in accordance with his understanding of the recipients of his advertising (consumers of products / services), to segment them according to various criteria and send each person a personalized advertising message that is as effective as possible.

In the field of advertising and marketing, there is more than ever an urgent need for methods of delivering advertising messages, using which at the same time the requirements of the law are observed, and advertising is delivered efficiently, to the address and at minimal cost. At the same time, advertising should be unobtrusive and not cause irritation. Advertisers feel the need to reach out to recipients in ways that can easily overcome psychological, financial, logistic and informational barriers while still being legally flawless. A bottle for a cooler or a pump is known (Utility Model of the Russian Federation No. 522384) containing a neck, shoulders, a body and a bottom, the body being made with annular recesses and protrusions evenly distributed in height having an outer cylindrical surface and forming stiffeners, and the bottle is provided with a shell , which is a carrier of mainly advertising information and connected to the outer cylindrical surfaces of the annular protrusions.

An advertising method (US 20040045205) using a bottled water distribution system is also known in the art.

The closest analogue is the advertising method (US 20040045206), which uses a bottled water distribution system in which individual water-filled bottles are delivered to consumers and empty bottles are collected for refilling and delivery. The said method consists of the following steps: applying an advertising message directly to the surface of the selected number of bottles or to any bases, which in turn are attached to the surfaces of the bottles wrapped in a water delivery system; and delivery of selected bottles to a target group of final consumers, the target group should be selected on the basis of certain criteria for market analysis. The disadvantage of these methods of advertising is that they provide for the selection of a target group of end consumers based on certain criteria of market analysis. Meanwhile, consumers of bottled water are an extremely wide circle of the population with different preferences, which significantly complicates and limits the use of these methods. In addition, these methods do not allow to evaluate the effectiveness of advertising in the process of distribution of bottled water, do not allow accounting for the time of demonstration of advertising for consumers of bottled water.

The technical result of the claimed invention is the ability to assess the effectiveness of advertising in the process of distribution of bottled water, the ability to take into account the time of demonstration of advertising for consumers of bottled water, the ability to assess the advertising preferences of the final consumer.

The specified technical result is achieved due to the fact that the advertising method, characterized by the use of a delivery system by manufacturers and distributors of bottled water to the consumer, in which water-filled bottles are delivered to water consumers and empty bottles are collected for refilling and distribution, and the required surface is applied to the outside of the bottles distributed the number of promotional messages on the outer surface of the corresponding number of bottles, different in that additionally applied to bottle RFID-tags, which prior to shipment to the consumer are read and enter information into the database server data according to a specific RFID-tags and the time it is sent to the user with the advertising data on the bottles and the data about the specific consumer; after re-ordering bottled water by the consumer, RFID tags are re-read from the empty bottles collected from him before processing, fixing the time of their reading, on the basis of which, according to the initial data collected before delivery, a period of time for displaying advertising to the consumer is obtained; the effectiveness of advertising is judged by the ratio of responses to advertising from the end consumer of the advertised goods or services; with its inefficiency, they change the form of advertising for a particular consumer of bottled water; with its effectiveness, consumer preferences are determined.

The claimed invention solves the problem of delivering advertising messages, in which at the same time the requirements of the law are observed, and the advertisement is delivered efficiently, unobtrusively and at minimal cost. An advertising message is shown to the addressee according to the claimed method continuously for a long time. As a rule, the demonstration period is several days and directly depends on the rate of water consumption. When the water in the bottle runs out, consumers replace the empty bottle with a full one. Thus, the advertising message is automatically replaced by another, and the cycle of demonstration of the advertisement is repeated along with the cycle of water consumption. The frequency of change of advertising messages displayed to the consumer depends on the length of the period of water consumption from the bottle on which the advertising message is placed. The method expands the arsenal of means for delivering informational and advertising messages directly to individuals and organizations - end consumers of advertising. According to the claimed method of advertising, the advertising message is applied to the bottles or to the base in the quantity necessary for the advertiser, after which the bases with the advertising messages printed on them are attached to the bottles used in the water delivery system to consumers. Water-filled bottles with advertising printed on them in this way are delivered according to plans for delivering water to water consumers. During the period when the bottle is at the water consumer, a demonstration of the advertisement on it is shown to the water consumer. The consumer of water becomes at the same time the consumer of advertising. Then, the water delivery service picks up empty bottles of water from the consumer, at the same time delivering the filled bottles with the advertisement printed on them, and the cycle of water consumption and advertising by the consumer is repeated. Empty bottles in the meantime go to production to go through the process cycle to refill with water and replace (but not necessarily) the advertising message. Then the filled bottle with the printed advertisement goes to the warehouse for subsequent delivery to the consumer.

Means for advertising on bottles for water delivery and subsequent demonstration to recipients according to the claimed method may be any means and devices that are available thanks to existing technologies for applying and placing text, graphic, digital and / or other information. Means for visualizing information can be printed, glued, drawn, electronic, attached by any mechanical, chemical or other means, provide a special device or without it, etc. Devices and means for advertising on bottles for the delivery of water for subsequent delivery to recipients may be any means that are known from the prior art.

Examples of such devices and means include staples and hoops of various materials, such as plastics. Examples of such devices and means include various ribbons and laces. Other possible devices and means for use in this method include various types of stickers on various bases and from different materials, such as polyethylene, etc. Other devices and means include those that increase the impact on the recipient, such as bulk printing or special types of ink. Specific examples include devices and tools such as discount coupons, discount cards, tear-off stickers, lottery tickets, unique numbers for subsequent draws and contests.

Additional devices and means that can be used are devices and means for direct marketing and promotion actions, in particular, such as various souvenirs, key rings, etc.

These and other tools and devices can be used to display multiple advertisements to a single recipient to increase impact or to continuously rotate advertisements to reach the widest possible audience. Means and devices can be part of the design of the bottle for the delivery of water, implanted in it with or without the possibility of separation, applied to the bottle or attached to it in any known manner. It is also possible to envisage the use of a combination of any means and methods.

All these possible methods of advertising on bottles do not affect the technical result achieved, and therefore are not considered in the present invention.

What is new in the invention is that (see Figure 1, where a diagram of the implementation of the method is shown), before being sent to the consumer in the production zone (6), enterprises put RFID tags (3) on the bottles, which are assigned a unique ID number and put the label in server memory (9) of the enterprise. Then, in the sales (shipping) workshop (7), before sending the consumer the RFID tags (3) are again read and entered, for example, using the automatic RFID reader (4) into the server database (9), information about the compliance of the specific RFID tag ( 3) and the time it was sent to the consumer with data on advertising (2) on the bottle (1) and with data on a particular consumer.

After re-ordering bottled water, the collected bottles from the consumer go to the reception workshop (5), where before processing, for example, they are read, for example, by an automatic RFID reader (4), RFID tags (3), fixing the time of their reading, based on which data stored on the server (9), collected before delivery, receive a time period for displaying advertising to the consumer. The time for displaying advertisements can be obtained by a simple difference in the time period between reading labels, since the time to deliver water to a consumer and the time to collect empty bottles from him are approximately the same.

The effectiveness of advertising can be judged by the ratio of responses to advertising from the end consumer of the advertised goods or services. Responses are identified through the exchange of databases between the advertiser and the distributor of advertising, which is the distributor of bottled water. Responses can be identified through the fact that the advertiser during the advertising campaign conducts an action during which all buyers of their goods or services are asked to fill out a questionnaire, where his name and mobile phone number are mandatory. The bottled water distributor also has this data. If a match is found for customers, the response to advertising is determined.

With the ineffectiveness of advertising, they change the form of advertising for a particular consumer of bottled water. Those. the consumer of bottled water is no longer ever offered types of advertising for which he has no response. But as soon as the response of the consumer of bottled water to a specific type of advertising is revealed, the effectiveness of this type of advertising and at the same time the consumer's advertising preferences are immediately determined.

Thus, in the enterprise network (10), where each manager has access to the server (9) and its database, they can always determine the assessment of the effectiveness of advertising in the process of distribution of bottled water, the ability to take into account the time of displaying advertising for consumers of bottled water, the ability to evaluate advertising end user preferences.

These advantages of the claimed method of advertising delivery to the consumer make it very attractive for advertisers, significantly increasing the effectiveness of advertising investments.

Claims (1)

A method of advertising characterized by the use of a delivery system by producers and distributors of bottled water to a consumer, in which water-filled bottles are delivered to water consumers and empty bottles are collected for refilling and distribution, whereby the required amount of advertising and information messages is applied to the external surface of the distributed bottles on the external surface of the respective the number of bottles, characterized in that in addition to the bottles are applied RFID tags, which units sent to the consumer read and enter into the server database information on the compliance of a particular RFID tag and the time it was sent to the consumer with data on advertising on the bottle and with data on a specific consumer; after re-ordering bottled water by the consumer, RFID tags are re-read from the empty bottles collected from him before processing, fixing the time of their reading, on the basis of which, according to the initial data collected before delivery, a period of time for displaying advertising to the consumer is obtained; the effectiveness of advertising is judged by the ratio of responses to advertising from the end consumer of the advertised goods or services; with its inefficiency, they change the form of advertising for a particular consumer of bottled water; with its effectiveness, consumer preferences are determined.