WO2001099012A2

WO2001099012A2 - Method and apparatus for creating marketing vehicles

Info

Publication number: WO2001099012A2
Application number: PCT/US2001/019731
Authority: WO
Inventors: Marylou L. Armendinger; William Gonch; Michael Martino; Sherry Peterson
Original assignee: Cox Target Media, Inc.
Priority date: 2000-06-21
Filing date: 2001-06-21
Publication date: 2001-12-27
Also published as: AU2001268616A1

Description

METHOD AND APPARATUS FOR CREATING MARKETING VEHICLES

RELATED APPLICATIONS

The following application is related to the present application: "Method and Apparatus for Providing Marketing Consultation," assigned United States Serial No. 09/704,091 , having Attorney Docket No.04826-00001 , and which was filed on November 1 , 2000.

INTRODUCTION

The present invention is directed to a computer based marketing system, and, more particularly, to a computer based marketing system that allows users to interactively create marketing products and services.

BACKGROUND

Advertising companies have long used local and franchised businesses to increase participation for the local, regional and national companies requesting delivery of their advertisements. Order entries have been performed using sales representatives to take the orders from the local businesses. Some of the process has already been automated, such as having the business use a telephone to call in their request, having a sales representative enter the order into the computer and allowing the business to fax or mail in a form, which would be entered into the computer by the sales representative upon receipt. This process is well- known and very labor intensive. As a result, it is both inefficient and costly. Passing the information from one person to another manually is often unreliable and adds to the difficulty of maintaining the accuracy of the information or data. For example, when a sales representative is listening to the customer's request, what is heard and then typed may be different from what was said and meant, and may not match the intent of the customer. Entering the data from verbal order taking, i.e., at the same time, is prone to cause errors, such as misspelled words. Even with special attention to common errors, passing orders through the phone and in writing from customer to the advertising organization may result in important details becoming lost or miscommunicated. In addition, the time to complete the sales cycle often involves limitations on when the parties can meet, how long it takes to communicate the buyer's needs, how long it takes to create a beneficial proposal and how long it takes to complete the sale. Likewise, having a customer fax or mail in a request has its own set of drawbacks, such as misplaced or lost forms, illegible handwriting, etc. Also, deadlines and sales opportunities are easily lost because of these errors. Irate customers turn into former customers because telephone calls are not returned in a prompt manner, etc.

Efficient businesses will either employ their own sales force or have independent agents to interface directly with the customers. Having sales organizations adds to the total cost of doing business. As the number of sales representatives increases in relation to the total sales effort, there will be a limit to the size of account that can be economically serviced by the advertising company. More salespeople do not always equal more sales. Identifying which accounts or what size account(s) one representative can service is complex and fraught with danger. Historical sales data frequently proves no help in constructing reliable future sales strategies. Predicting and identifying new or growing accounts becomes a challenge for organizations that offer highly competitive services such as direct mail advertising and other advertising media.

Maintaining the quality of service to customers through direct sales organizations is difficult, but to do so using third parties and agents becomes problematic. Each type of sales organization involved adds not only value, but cost as well. Leveraging the best attributes of highly motivated internal and external sales representatives is important.

It is an object of the present invention to provide a marketing system that reduces or wholly overcomes some or all of the difficulties inherent in prior known devices. Particular objects and advantages of the invention will be apparent to those skilled in the art, that is, those who are knowledgeable or experienced in this field of technology, in view of the following disclosure of the invention and detailed description of preferred embodiments.

SUMMARY

The increasing use of public and private computer networks in today's marketplace provides many advantages when compared to the labor intensive, man-in-the-middle approach being used at the present time. The present invention provides a system and method to identify and develop features that customers value when directly purchasing products and services, while increasing the effectiveness of an advertising company's sales force. Offering products and services directly through the use of the present invention will permit new customers and a lower dollar volume, or "value-customer," access to services that would not have been cost effective for the company to offer via traditional sales methods. Importantly these lower dollar volume customers can benefit from the value added services directly that would have only been available to much higher dollar volume customers because of the cost associated with sales servicing.

The present invention overcomes the shortcomings that we see in the current labor intensive practices of today, by providing the local business owner direct access to the sales information and forms. Using the present invention, the business owner (user) may create or select the marketing vehicle or vehicles to be purchased, decide on the dates of distribution, determine the delivery method, and check the prices on the requested marketing vehicle. The business owner's name, address and other data pertaining to their business and account is stored when the business registers the first time they use the system for use in further transactions, promoting efficiency and accuracy.

The advertising company benefits through lower labor costs due to the local purchaser directly inputting their own information. Fewer mistakes are made as the computer system stores all pertinent information for the business owner upon registration, including, but not limited to, any ads that have been built, but not yet paid for. This results in higher satisfaction among business customers, since they can access the system at their convenience, and no longer have to wait to place their order during the advertising company's regular business hours. A broader reach is achieved in the marketplace as potential customers outside the usual marketplace now have access to product information in a timely, cost effective manner.

The present invention solves the long felt but unmet need of having sophisticated marketing products and services conveniently offered to businesses with smaller volume and/or budgets. It also allows sales to occur in various geographic areas and allows them to be efficiently serviced without human intervention. Having the ability to directly enter orders for products and services across a defined local, regional or national area by a single source brings efficiency to the purchaser. As businesses self-purchase marketing products and services, efficiency is increased by having only one source for constructing and purchasing the products or services. The invention solves the dilemma of "one-to-many," "many-to-one," and "one-to-one" communication. Marketing messages and media are selectable from one source and one site, instead of requiring multiple sources or sales calls between local businesses and a marketing company. The present invention helps in reducing the cost of order entry, sales, administration and provides results for all customers. In addition, the added value of having automated suggestions and recommended promotion programs certainly benefits the customers, as the customer becomes more efficient in their own marketing, advertising and promotion expenditures. The fixed costs of fulfillment, such as postage, are equal for all solution providers, but the sales and administrative cost ratios can be reduced using the present invention. Customers can service more of their own accounts, because of self-entry and self-administration. The value of customer support and service is increased as more information and resources are focused on identifying beneficial and successful programs used by customers. Previously, this level of service was not possible because of the limited territory or knowledge base that one sales representative could deliver.

In accordance with a first aspect, a computer based system for providing marketing vehicles online to a user includes a host computer system and at least one remote user computer device linked to the host system. The host computer system prompts the user to input information on the user computer device. The information is then used to create a marketing vehicle for the user.

In accordance with another aspect, a method of providing marketing vehicles over a computer network includes the steps of prompting a user to enter information to be used in a marketing vehicle, creating a marketing vehicle based on the information the user has entered, displaying the marketing vehicle for the customer to purchase, and prompting the user to authorize a purchase of the marketing vehicle through the computer network.

These and additional features and advantages of the invention disclosed here will be further understood from the following detailed disclosure of preferred embodiments. BRIEF DESCRIPTION OF THE DRAWINGS

Preferred embodiments are described in detail below with reference to the appended drawings.

Fig. 1 is a diagram showing an overall view of the marketing system of the present invention.

Fig. 2 is a diagram showing the steps involved in registering with the marketing system of Fig. 1.

Fig. 3 is a diagram showing the steps a user follows to access consultation services and the creation of direct marketing purchase order aspects of the marketing system of Fig. 1.

Fig. 4 is a diagram of functions available to an advertiser using preferred embodiments of the marketing system of Fig. 1. Fig. 5 is a diagram showing steps that sales staff may follow when using preferred embodiments of the marketing system of Fig. 1.

Fig. 6 is a diagram showing steps that a customer service representative may follow when using preferred embodiments of the marketing system of Fig. 1.

Fig. 7 is a diagram showing steps that system maintenance personnel may follow when using preferred embodiments of the marketing system of Fig. 1.

Fig. 8 shows a web page that provides access to the marketing system of Fig. 1.

Fig. 9 shows a web page that displays the options available to an end user in a prefeπred embodiment of the present invention.

Fig. 10 shows the content of a web page that allows a user to create a marketing vehicle using the present invention.

Fig. 11 shows the content of a web page that provides a user with the ability to create a coupon using the present invention.

Figs. 12A-B show the content of a web page illustrating the options available to an end user creating an on-line coupon using the present invention.

Fig. 13 shows the content of a web page that provides marketing information to an end user in accordance with a preferred embodiment of the present invention.

Fig. 14 shows the content of a web page that shows the options available to a dealer of marketing vehicles in accordance with a preferred embodiment of the present invention.

Fig. 15 shows the content of a web page that shows the options available to a customer service representative in accordance with a preferred embodiment of the present invention.

Fig. 16 shows the content of a web page that shows a user information about their account in accordance with a preferred embodiment of the present invention.

The figures referred to above are not drawn necessarily to scale and should be understood to present a representation of the invention, illustrative of the principles involved. Some features of the marketing system depicted in the drawings have been enlarged or distorted relative to others to facilitate explanation and understanding. The same reference numbers are used in the drawings for similar or identical components and features shown in various alternative embodiments. Marketing systems as disclosed herein, will have configurations and components determined, in part, by the intended application and environment in which they are used. DETAILED DESCRIPTION OF PREFERRED EMBODIMENTS

A marketing system 100 in accordance with the present invention is shown in Fig. 1. Marketing system 100 resides on a host computer and is accessed by a plurality of computer devices linked to the host computer and operated by various types of individuals. The computer devices may be, for example, personal computers, workstations, personal display assistants (PDA's), wireless devices such as cellular telephones, or any other computer device that will enable a user to have access to the host computer, preferred embodiments, marketing system 100 is a web site, that is, a computer on which a web page is stored and from which the page can be retrieved by a web browser. Thus, a user can be connected to the host computer either physically or via wireless communication, and, therefore, could access the system via a personal computer or workstation at their home or business, or through a wireless device such as a two-way pager, a personal data assistant, or a cellular telephone. Any of various conventional browsers can be used, and the pages can be constructed using conventional web-programming techniques. A user can navigate to the web site directly by typing in a web page address on an address line, or through any other web site or search engine providing appropriate hyperlinks to the web site. A user may also be referred to herein as an advertiser.

Fig. 1 illustrates the options available to a user when visiting the web site. In step 102, the user signs on or logs on to the system. The user may be, but is not limited to, an advertiser, a franchisee/dealer, a sales representative, a customer service representative, or a systems representative. In step 104 the user may move to other options within the system, described in greater detail below, such as step 702 where sales staff options are available, to steps 902 and 904 where customer service options are available, and to step 1002 where systems representative options are available. A registered user enters the rest of the web site at step 106, while an unregistered user enters the remainder of the web site at step 108. If a user has previously registered, pertinent information regarding the user's business, e.g., name, address, and account information, is already stored on the web site. Step 108 will allow a user to enter the appropriate information specific to their business in order to register. At step 110, the user may participate in a variety of community activities, such as electronic bulletin boards, electronic chat rooms, and access hyperlinks to web pages specific to the user's business category, and may also participate in education activities. At step 112, the user may link to a web page providing consultation services, such as recommendations on the types of marketing products and services a user should purchase, as described in more detail in commonly owned and copending application entitled "Method and Apparatus for Providing Marketing Consultation," having Attorney Docket No. 04826-00001, filed herewith, the entire disclosure of which is incorporated herein by reference. At step 114, the system allows the user to create and purchase marketing vehicles. Marketing vehicles, as used herein, refer to products and services that a user can implement to promote and distribute their own goods and services. Marketing vehicles include, for example, direct marketing and advertising. Direct marketing refers to activities where a user directs efforts toward a target audience using one or more media for the purpose of soliciting a response by, for example, phone, e-mail, mail, or a personal visit from a prospect or customer. Examples of direct marketing include, but are not limited to, print coupons, on-line coupons and telemarketing calls. Examples of advertising include, but are not limited to, broadcast media such as radio, television, and cable, and print media such as newspaper and magazines. Thus, a marketing vehicle could be, for example, an audio message. The audio message can be distributed via a suitable medium such as radio, the Internet, or another suitable transmission medium. The marketing vehicle could also be a display advertisement, such as a billboard or a printed advertisement for use in medium such as magazines. The display advertisement could be an electronic display advertisement, such as a banner ad displayed on a web site.

At step 116 the system provides the registered user the ability to view their home page and account activity. Step 116 links the user to step 406, described in greater detail below. At step 118 the user logs out of, or leaves the system.

The user registration process is shown in detail in Fig.2. At step 400 the user enters the registration portion of the system. In step 402, the user enters their business contact information, which can include, but is not limited to, business name, mailing address, telephone number, e-mail address and contact person, a referral code that indicates the entity that referred the user to the system (when applicable), the business category (e.g., food, automotive parts, clothing retailer, etc.) applicable for the user, user name and password. This business information is stored on the system as a profile for that particular user. The user's profile can then be used by advantageously target particular users based on their profile. Thus, the system can tailor the options presented to a user developing a marketing vehicle using the present invention, based on the user's profile. Additionally, the system can generate reports based on user profiles, enabling the system to evaluate the effectiveness of portions of the system on a demographic basis.

At step 404 the system indicates to the user an accepted registration. In step 406, a registered and logged-on user has access to their account information. Through their account, a user can read notifications, or alerts at step 408. Such alerts provide important information to users. For example, as a user is creating a marketing vehicle, an alert may be posted indicating to the user that a portion of the marketing vehicle must be modified in order to create a valid marketing vehicle. One example of an alert would be to indicate to a user that an expiration date for a coupon is invalid because the expiration date is earlier than the current date, or that the expiration date will soon become invalid since the expiration date is very near. A user can also view purchased direct marketmg flights at step 410, view saved but unpurchased direct marketing flights at step 411, view archives at step 412, change their account preferences at step 414, and view saved but unpurchased direct marketing plans at step 413. From steps 410 and 411, the user may modify their direct marketing flight at step 415, and purchase or re-purchase the direct marketing flight at step 417.

In step 416, a user ' s registration is rej ected by the system. In this case, either a fix to the rejection is suggested by the system (e.g., selecting a different user name), or a corporate follow-up message is provided by the system at step 418, notifying the user that they will be contacted personally, and simultaneously notifying a customer service representative to follow up with the user. In step 420 the user returns to the main page of the system.

Fig. 3 shows in greater detail access by the user of consultation services and the purchasing of advertising products and services. At step 500 the user enters the consultation services aspect of the system, as described in greater detail in commonly owned patent application entitled "Method and Apparatus for Providing Marketing Consultation," having Attorney Docket No. 04826-00001. At step 502 the user enters their business information, and at step 504 the system generates a customized advertising or marketing plan, recommending to the user the types of marketing products suitable to meet their needs. At step 506 the user can link to a portion of the system offering product types for sale as seen at step 542.

Step 536 starts the marketing vehicle, or ad, order process. It is to be appreciated that the term "ad" as used herein refers not only to advertisements, but also to other marketing vehicles, examples of which are described above, which may be created using the present system. The user is prompted to select the media type for their ad at step 538. The media can be of several different forms including, but not limited to, electronic and paper. After selecting the product type at step 542, where actual samples will be displayed for the user's convenience, the user moves to assemble the creative aspects of the ad in step 510. In step 510 the user enters the portion of the system where they can create their own ad. Ads are designed utilizing archives 512, templates 514, spec templates 546, or uploading complete creatives 513. The term creative, when used herein, refers to the content of a marketing vehicle. Thus, for example, with a print ad, the creative includes the text and graphics that will be produced on the print ad. Consequently, the creative can include and type of information including images, text, voice, and other data. A template as used in step 514 provides a framework that allows the advertiser intelligent structure and flexibility in building a creative that helps in constructing an effective creative. Pre-specified (Spec) templates as provided as step 546 allow the user to begin with a completed creative and to then change certain elements to their liking.

During the activities of designing an ad, an optional creative service 516 feature may be utilized at the advertiser's option. It allows the user to either upload 518 data or information such as a logo, or other data in any form, such as image, audio, or video. The user may also send the information on a form 520, which is provided on the web site. The user has the option of faxing 522, using an overnight delivery service 524, or mailing 526 the form to the corporate office for processing. If the user has utilized the company's service in the past, the logo, or other information, can be pulled from the company's archived files 528 using a number or code, such as would be assigned to a customer or to a particular mailing. Such archived files may be found in corporate files at step 530 or non-corporate files at step 532. h step 534, the logo is then processed by a customer service representative and entered into the system, where it is stored for further availability and a notification is sent to the user informing them that their service objective, e.g., uploading a logo, has been completed.

No matter which of the fourpaths the advertiser may choose (512, 513, 514, or 546), the advertiser has the opportunity to display the ad at step 548. The advertiser then selects the distribution options at step 544. This step includes audience targeting, timing of the distribution and factors in any exclusivity aspects of the purchase. Exclusivity aspects include the purchasable right of an advertiser to be the only, or one of a few, advertisers to target their message at certain demographic or geographic audiences. The ad may be distributed, for example, via satellite to wireless devices, on a web site, via a print medium, via radio, via television, or via any other distribution method suitable for that particular type of marketing vehicle. At step 550 the user has the option of making last minute changes. Step 552 prompts the user to confirm their order and moves the user to step 554, where they access the payment options screen. Step 558 provides the registered user with options for payment, while step 560 displays an unregistered user message, prompting the user to register in order to continue with the order. Step 562 provides a credit processing function.

Fig.4 shows a main web page 600 from which the user accesses various community activities and informational material. At step 602 the user can access a testimonials and samples portion, proceeding at step 604 to access testimonials specifically. The testimonials can include e-mails and letters 606 from previous users/customers, or an audio/video clip 608. In step 610 the user is shown, or can experience, actual ad samples, which can include electronic ads 612 and physical ads 614, e.g., paper coupons. In step 616 users can access information regarding upcoming events. Upcoming can events can include items such as upcoming promotions 618 and offers 623 to be offered on the system. At step 622 the user can access industry news. At step 624 the user can view general industry information. At step 626 the user can access general business advice that provides business content, such as tips on how to effectively run a business. The content in step 626 need not be industry specific. At step 630 the user can access a newsletter, and at step 632 the user can access customized links to other business sites. Step 620 lets the advertiser view general information about the system, a page that is entitled "About Us." Step 621 provides access to a marketing quiz that provides an interactive vehicle that provides users with marketing information. The user may access steps 400, 406, 500 and 536 directly from main web page 600, where they may register, view their account information, access consultation services and order products, respectively.

Steps 606, 608, 612, 614, 622, 624, 626, 628, 630, and 632 are a few of the places in the system where the advertiser can link to a bridge page 633. The bridge page contains information that relates the previous web page's information to a product to purchase (accessed at step 536), or recommends the use of marketing consultation services as described above with respect to step500.

At step 702, as seen in Fig. 5, sales staff users can access various functions specifically addressing their needs. At step 704 they can access a home page directed toward their system account. At step 706 the system displays business rules that have been put in place to govern the site. The business rules can include, but are not limited to, exclusivity 708, which restricts the amount of advertising flights that are allowed to be exposed to the target audience, local price rates 710, sales representative commission rates 712, and current and upcoming specials and promotions 714. At step 716 the system provides a sales representative-advertiser link, which includes, for example, a new advertiser notification 718, that provides account activity and purchasing details on advertisers that have purchased marketing vehicles. At step 720 the system provides customer service functions. Exemplary customer service functions include contact follow-up at step 722, handling rejected ads at step 724, prospecting for leads at step 726, and soliciting testimonials and referrals from successful advertisers at step 728. At step 730 the system provides a report function. Exemplary reports include commission reports at step 732, comparison reports at step 734, activity reports at step 736, profile reports on sales reps and advertisers at step 738, as well as summary reports at step 740. At step 742 the system provides a training function, which will allow the user to access educational tools, as well as educate others, and includes a consulting service at step 743, providing the ability to have sales reps get in contact with a sales expert for advice on unique sales situations. At step 744 the system provides a human resource function. The user will preferably be able to customize and personalize the human resource function, such as using the system for recruiting at step 746. At step 804 the user has access to a corporate office page. The corporate office page allows access to tool to allow sales staff to communicate with other sales staff. A specific high priority type of communications called an alert can be created at step 806. The alerts provide notification about items that need attention, and may be in many forms including e-mail at step 808, as well as via pager at step 810. The corporate office page also allows communications duties to be performed at step 812. At step 814, the system provides access to human resources. Viewing and creation of job postings is provided at step 816, incentive/recognition programs are provided at step 818, and recruiting functions are provided at step 819. At step 822 the system allows access to a prospecting function that provides capabilities to target potential customers, such as at step 824 where the system provides prospecting through the use of targeted e-mails.

At step 902, as seen in Fig. 6, site customer service representatives can access functions suited to their needs. At step 906 the system allows customer service representatives to handle technology, application, and system errors and issues. At step 908 the system allows them to respond to customer questions and complaints. At step 910 the system allows them to answer promotional bulk e-mail questions, and at step 912 they may assist in uploading artwork for customers.

At step 904 the system allows production customer service representatives access to functions suited to their needs. At step 914 they may answer customer questions that have been referred by site customer service representatives. At step 918 they may communicate with advertisers and franchisees/dealers, by, e.g., phone/e-mail/voicemail or pager. From steps 914 and 918 the production customer service representatives may forward issues to live sales staff personnel at step 919. At step 916 they may follow up on bounced e-mail messages. At step 920 they may assist advertisers in the ordering process, and at step 922 they may cancel or modify ad orders, then proceeding to step 921 where the advertiser's account can be credited. At step 924 they may access customer account maintenance functions. At step 926 they may unlock a locked account, at step 928 they may create a new account, at step 930 they may input or load pertinent information into an account, and at step 932 they may lock the account in order to prohibit unauthorized access.

At step 1002, as seen in Fig.7, systems representatives can access functions suited to their needs. At step 1004 the representatives access a function denoted as the content feeder, where the representatives produce content for the web site. At step 1006 the representatives can design and maintain templates. At step 1008 they can provide coupon samples, and at step 1010 they can set up testimonials, with text, photos, audio and video being examples of the various media available for use in preparing the testimonials. At step 1012 they may research statistics and provide marketing analysis. At step 1014 they enter spec templates into the system. At step 1016 the representatives handle artwork 1016, including setting up and maintaining the library of photo stock available to users on the system. At step 1018 the representatives set up aspects of national programs which include approved ad templates for franchisees and manufacturer' co-ops. At step 1020 they provide and maintain maps used in competitive analysis portions of the system. At step 1022 they can update and maintain demographic information available on the system. At step 1024 the representatives may set up pricing package options, and at step 1026 they can update home pages for the franchisees and dealers using the system. At step 1028, they may set up and maintain various business categories for users of the system. At step 1030 they may set up product options available to users, and at step 1032 they provide information for the manufacturer's co-op. At step 1034 the system allows them to set up and update education functions. At step 1036 they may provide timing/mail date information, which includes loading the dates of the local availability of direct marketing vehicles, e.g., the Nal-Pak Blue Envelope product may mail only once every two months on certain dates in certain geographic areas. At step 1038 the system allows set up and updating of payment options for users. At step 1040, the setup of copying options is performed. At step 1042 exclusivity is handled, allowing options and templates to be allocated according to their availability. Content guidelines for the site are set up and maintained at step 1044, legal guidelines are set up and maintained at step 1046 and audience guidelines are set up and maintained at step 1048. The newsletter available on the site is set up at step 1050. Banner ad administration is handled at step 1052. At step 1053 the systems representative makes any necessary changes to the consultation services part of the site. Step 1054 allows the Systems rep to maintain the marketing quiz described above with respect to step 621. Step 1055 allows the Systems rep to maintain the "About Us" general information part of the system seen at step 620.

At step 1064 the representatives access a function denoted as the system content police, where the representatives monitor activity on the web site. At step 1056, the representatives evaluate offers on the system, review purchases, and/or monitor the ads on the system. At step 1058 the system allows monitoring of the classification of advertisers. At step 1060 the representatives can reject purchases of products.

Fig. 8 shows a preferred embodiment of a web page 2, where a user enters the web site of the present invention. A first time user is prompted to select an applicable primary category 4 of their business from a list, preferably from a pull down menu 5. The list displays business categories including, for example, automotive/transportation, retail, food, etc. The user is then prompted to select an applicable business subcategory 6, preferably from a pull down menu 7, to further define their particular industry. For example, as shown here, the user has selected food as their primary business category. The user then had an opportunity to choose from food industry subcategories such as cafes, coffee shops, family restaurant, casual dining, etc. Thus, as the user first enters the web site, the system can begin to focus on the user' s particular industry. After providing information regarding the category and subcategory of their business, the user registers on the site. During the registration process, the user is prompted to enter information about their business including, for example, an account id, password, e-mail address, business name, contact name, address, phone number, etc. This information is used to create a user profile that the system can use to target particular information to the user, and create reports. Previously registered users enter the system by entering their user id 8 and password 10, linking them to previously entered information regarding their business.

As seen in Fig. 9, web page 12 displays options available to a user of the system. They may select a quick tour 14 of the site, register 15, purchase a marketing vehicle 16, obtain marketing consultation services 18, and review marketing information 20. Web page 12 also preferably displays specialized information 22, targeted toward the user's industry. The user may select additional information 24 to obtain additional facts about the specialized information 22 that is displayed. The user is further provided with the option to review a testimonial 26 of another advertiser in the user's industry who has successfully used marketing products and services. The user may also view a general information page 27, entitled About Us," discussed in greater detail below.

Fig. 10 shows the content of an exemplary web page 28 that is shown to the user when they have selected the purchase marketing vehicles option 16 on web page 12. hi a preferred embodiment, the user can select a cooperative direct mail coupon 30, which will be included with a variety of other coupons and/or promotions in a single mailing. The user can also select a solo direct mail coupon 32, which will be mailed separately from other offers, or an online coupon 34. Additionally, the user may select a logo option 36, which allows the user to upload their business logo into the system for use in producing marketing products. The user may also has select the marketing consultation services option 18 at this time, which will help the user determine which marketing product or service is most suited to their needs. With each of the product options available on web page 28, the user may select a pricing option 31 that details the costs associated with that particular product or service. Additionally, the user may click on an information option 33 associated with each product to obtain detailed information about what the particular product or service provides. Other types of marketing vehicles will be presented to a user on similar web pages, including, for example, audio messages and display advertisements. hi creating a coupon, a user may select from a number of options. The user may create a new coupon or retrieve a coupon they previously used through the system. In creating a new coupon, the user may build it from scratch, or customize a coupon stored on the system. Each coupon created by the user may include a number of different options including the use of images on the coupon. Images may be displayed on the front and back of printed coupons, as well as on an online coupon. The user may select from images stored on the web site, or upload an image of their own for use with the coupon. The coupon may also include a headline, generally describing the coupon, wherein the system provides a list of preselected headlines geared toward the user's industry and also allows the user to create their own headline. The user also inputs text to be displayed on the coupon, such as their business name, address, and phone number, and also selects the offer or offers they would like to have displayed as part of the coupon. The offer may include free products or services and discounts. Each offer may also include a qualifier, such as the requirement to buy one item in order to get a second item free. The coupons may also include a disclaimer, such as "This coupon is not valid with any other offer." The system may prompt the user to select an offer from a list of preselected offers, targeted for their particular industry, or allow the user to create their own offer. The system preferably provides the user with tips regarding the suggested content of the offer, in order to optimize the efficiency and productivity of the coupon. The system also prompts the user to use their logo on the coupon, either using their logo as stored on the system, or uploading it to the web site at the time they create their coupon. The system also prompts the user with the option of varying the layout of the different elements of the coupon, such as the headline, offers, logo, and images. The user may vary all aspects of the layout of the coupon including, but not limited to, font, size, color and text.

The system further prompts the user to define their target audience by selecting the mailing area to which they would like print coupons distributed. The system allows the user to target the mailing area by parameters such as city, zip code, county and specific address. In certain preferred embodiments, the system will display a map showing the area the user has selected to help the user visualize the selected target mailing area. The user may also target within an area using demographic parameters. For example, the user may be prompted to limit distribution by age, income, families with children, homeowner, business owner, persons with a birthday in a particular month, or newly moved residents. Other suitable demographic parameters will become readily apparent to those skilled in the art, given the benefit of this disclosure. The user is further prompted with the option of limiting the mailing to a subset of the target mailing area, e.g., mailing a coupon to only 2,500 of a possible 7,500 people in a target mailing area. The user may also select a particular mailing date, or range of dates, for transmission of the coupon, and may also select a certain number of coupons which are to be sent on each selected date. The user may then review the coupon, revising any aspect of it before confirming that the coupon is complete, and finally, the user may purchase the coupon on the web site, using a credit card or other electronic payment in a known manner, thereby authorizing the web site operator to charge the purchase fee to the user and to produce and distribute the coupon.

Fig. 11 shows an exemplary web page 38 illustrating the steps involved in designing a coupon, h the illustrated embodiment, the user has selected the cooperative direct mail coupon option 30. The user has the options of creating a new coupon 39, customizing a pre- built, or template, of a coupon 40 residing on the system, retrieving an existing coupon 41, or uploading a coupon 42 to the web site which has been created elsewhere, e.g., by a professional ad agency. Once the coupon has been created, the user may select the mailing area 43, confirm the order 44, and purchase the coupon 45, as described in greater detail above. Actual production of the coupon can be done by the operators of the system, or may be outsourced to a printer or publisher.

Throughout the process of using the system of the present invention, the user may select a save option 46, thereby saving their input on the web site for access, revision, and use at a later time. During creation of the coupon, the user may display advice 47 regarding options available to a user on that particular web page. The advice provides tips to the user with respect to that particular option, e.g., suggestions regarding the types of images that are most effective for that user's industry, which items on the coupon should be displayed most prominently, etc.

When a user selects the option of creating an online coupon, they are prompted with additional options, suitable for online coupon creation and delivery. For example, the user is prompted to select a target area for delivery of the coupon, which may be limited by parameters such as state, metropolitan area, or nationwide distribution. The user is also prompted to select where they would like the coupon displayed, that is, on which web sites they would like the online coupon to appear, and the length of time the coupon should be displayed on the selected web sites. The use also has the option of selecting a "pop-to-the top" feature, which ensures that the user' s coupon will be among the first coupons a customer will see when visiting the web site where the user's coupon is displayed, overriding the standard priority placement of that web site, which may be, for example, alphabetically based on the vendor's name. The user is further prompted to enter business information, including their e-mail address, physical mailing address, and company information. The user has the option of pro viding links on the online coupon that will allow customers to jump to the user' s web site and to send e-mail to the user.

Figs. 12A, 12B show an exemplary web page 48 illustrating some of the options available to a user during the ordering process for an online coupon. Web page 48 illustrates the step of confirming the configuration of an online coupon. The user initially accesses a web page to design an online coupon by selecting option 49. The user then accesses a web page to define the reach of the coupon by selecting option 50. The user then accesses a web page to select options to customize the coupon by selecting option 51. By selecting option

52, the user is presented with web page 48 where the choices the user has made in designing their coupon are displayed. Finally, the user may purchase the coupon by selecting option

53. When accessing web page 48, as seen here, the user has a number of options, and may, for example, modify the offer 54 or modify the detailed information 55 displayed on the coupon. The user may also modify the web sites 56 where the coupon will be displayed, which will result in a recalculation 57 of the price for the coupon. Web page 48 also provides the user an opportunity to customize 58 the coupon by adding or deleting options, including, for example, the "pop-to-the-top" feature, and links to e-mail and other web sites. Customizing will also recalculate 57 the price of the coupon. The user may also modify the start and end dates 59 of display of the coupon on the selected web sites, which in turn will recalculate 57, the price of the coupon. A price summary chart 60 is displayed, and the user may insert a promotion code 61 , providing the user with a discount and a recalculation 57 of the price. At any time the user may purchase 62 the coupon, authorizing the web site operator to charge the user via credit card or other electronic funds transfer in a known manner. Web site 48 also provides the user with an expectations option 63. Expectations option 63 provides the user with information regarding what they might expect to see in terms of increased sales through the use of the coupon, order to provide such information, the user is requested to input information regarding sales of their product and information about their customers. For example, the user might be required to enter the average sale price for one of their products, the profit margin they realize, and the number of times per month an average customer makes a purchase of the user's product. The system will then display to the user information regarding the return they can expect from use of the coupon.

The discussion above associated with Figs. 10-12B is primarily directed to the development of a coupon using the present invention. It is to be appreciated that other marketing vehicles will be produced in a similar fashion. For example, in the creation of an audio message, a user may be presented with a template including different portions of an audio message. Such portions could include, for example, an introduction, a body of the offer, and a conclusion. The user could select from a menu of introductions and listen as the system broadcasts pre-recorded audio segments. The user would select a desired segment and then continue selecting different segments for their audio message. The system would also provide the option of uploading an audio message they may have pre-recorded. The user could also submit the script, or text, of a message segment to the system. The operators of the system would then have the text read aloud, recorded, and stored on the system for subsequent selection by the user. The user could then select options as described above, e.g., distribution, exclusivity, etc. The creation of other types of marketing vehicles will become readily apparent to those skilled in the art, given the benefit of the present invention.

Fig. 13 shows the content of a web page 64 that is presented to the user upon selection of marketing information option 20 on web page 12, described above with reference to Fig. 9. Web page 64 provides the user with numerous options to access marketing information. For example, the user may click on a weekly bulletin 65 providing a weekly feature column on a particular marketing topic. Marketing library 66 provides the user with a selection of various reference articles and columns of interest regarding marketing and promotion. Marketing quiz 67 provides an interactive quiz that tests the user's knowledge of marketing, providing marketing information by displaying explanations of the correct answers to the questions. Media information 68 provides information and marketing tips regarding various marketing media, e.g., television, radio, print media, and public relations. Direct mail tips 69 provide the user with a list of helpful hints and tips on how to be most successful using direct mail marketing vehicles. Such tips include information on how to define a target marketing area, how to design and distribute a direct mail piece, and what are the most effective types of offers. Survey 70 provides the user with a customer satisfaction survey which will enable the user's customers to rate the user's performance, thereby providing the user with valuable information they can use to increase customer satisfaction and, therefore, sales. Glossary 71 provides the user with a list and corresponding definitions for terms used in the marketing industry. Other suitable options for providing marketing information will become readily apparent to those skilled in the art, given the benefit of this disclosure.

Fig. 14 shows the content of a web page 72 that provides a franchisee, or dealer, with options in accordance with step 702. Franchisees, or dealers, sell advertising vehicles to end users through the present invention, and, therefore, can realize significant benefits from the automation and information available through the present invention. On web page 72, dealers are provided with messages 73, highlighting important information they need to address. For example, a message 73 could indicate that there are new products, e.g., ads, on the system which require the dealer's approval, or that the dealer has a specific number of unread e-mails. Web page 72 allows a dealer to approve products 74. Through the approval option, a dealer is able to review each outstanding product, such as an ad or coupon, and its associated details, ensuring that the product is properly configured and priced and is ready for production. By selecting promotional codes 75, the dealer can review, modify, and/or create promotional codes on the system, which provide discounts to users for particular products. The dealer may select the products and/or services to which the promotion will apply, the time period the promotion will be in effect, and any other restrictions associated with the promotion, such as limiting the promotion to first time users or customers in a particular industry. Training option 76 allows the dealer to access training and educational materials on the system. The dealer may edit 77 their system profile, which is information identifying the dealer on the system, e.g., the dealer's name, address, phone number, e-mail address, password, etc. The dealer may review saved marketing plans 78, an option that allows the dealer to review each marketing plan that has been developed for one of the dealer's customers. Option 79 allows the dealer to modify products, such as coupons, that the dealer has created through the system. Art bank option 80 provides the dealer access to a library of images, and the ability to upload new images onto the system. Option 81 provides the dealer with access to programs, or marketing offers, that have been developed for customers. The dealer may also view alerts 82. Alerts are messages and/or information associated with a particular marketing vehicle that are of interest to the dealer. For example, an alert might be a reminder that there are a specified number of days left before the next scheduled mailing date for a particular customer's coupon. Web page 72 also allows dealers to manage customers, or advertisers 83. With this option, a dealer may create marketing programs, which may be targeted to specific business categories. Through this option the dealer can also assign particular sales representatives to particular customers who will purchase marketing vehicles.

The dealer may also access a report option 84 that allows the dealer to analyze data in the system regarding marketing programs and the dealer's customers. For example, the dealer may review sales data sorted by date of mailing, review accepted and rejected ads, review each customer's account details, and review a summary report of all sales activities. Thus, report option 84 will allow the dealer to access all information retained by the system regarding marketing vehicles available through the system, as well as detailed information regarding the dealer and their customers.

Web page 72 also allows the dealer direct access to their e-mail via option 85, and access to a marketing information database 86. The marketing information database 86 provides the dealer with marketing information in the form of news bulletins and columns. The dealer may view a daily or weekly bulletin, or search the database in a particular industry. Database 86 also allows the dealer to search for and view sample coupons by industry, and view success stories and testimonials in particular industries. Option 85 also provides information regarding co-op advertising, which is a form of advertising where manufacturers and retailers share the cost of advertising that supports a particular product. The system provides the dealer with general information regarding co-op advertising, a glossary of co-op terms, a description of the key elements in a co-op plan, a definition of a successful co-op sales cycle and a form to initiate formation of a co-op advertising plan.

Web page 72 provides the dealer with the ability to manage their staff 87. This option provides the dealer with the ability to activate and deactivate accounts on the system for dealer employees, thereby controlling the personnel who have access to the system. Dealers may also assign sales representatives to particular managers, as well as set privilege levels for their employees. Thus, the dealers are able to control the aspects of the system to which their employees have access, such as the ability to access reports, approve ads, create alerts, set pricing, etc. Accordingly, the dealer can provide employees with the access required to perform their responsibilities, while restricting access to sensitive information to only those who require such access. Dealers are further provided with the ability to set business rules 88. Business rules include, for example, pricing plans, exclusivity rules that place restrictions on marketing vehicles for particular customers, and national programs for large nationwide customers that provide discount programs. Each of these can be modified as needed by the dealers through the web site.

Fig. 15 shows the content of a web page 89 that provides a customer service representative (CSR) of a dealer with options in accordance with steps 902, and 904. On web page 89, CSR' s are provided with messages 90, highlighting important information they need to address. For example, a message 90 could indicate that there are new products, e.g., ads, on the system which require the CSR's approval, or that the CSR has a specific number of unread e-mails. Web page 89 allows a CSR to enter a query 91, which is an inquiry made by a user of the system either via phone or e-mail. The system provides the CSR with a system to track and manage the query, ensuring that the user's concern is addressed in a timely manner. CSR's may also manage logos 92 which have been uploaded to the system by end users or dealers. Web page 89 provides the CSR with a link 93 to a dealer's site in order to address concerns with a particular dealer. The CSR may also monitor ad approvals 94, viewing ads which are pending review by dealers and/or are being reviewed for content. Within this option the CSR may review an actual coupon and the details associated with its delivery. A CSR may review user, or advertiser, accounts 95, viewing all details in the system regarding the particular user, including, for example, their current and past marketing programs, business information details, credit history, etc. Web page 89 provides the CSR's with an option to manage queries 96, allowing the CSR to review existing queries. The manage queries option 96 allows the CSR to input search terms in order to review selected queries, e.g., selecting a range of mailing dates and viewing all or some of the queries received for that range of mailings which can help the CSR ascertain whether a large number of queries were associated with a particular mailing.

CSR's also have access to e-mails and alerts 97, allowing the CSR's to create alerts on the system, as well as send and receive e-mail. Web page 89 allows a CSR to review pricing 98 on the system. A CSR can view pricing for any particular type of product or service, for example, on-line coupons or solo direct mail coupons. The system provides the CSR with access to complete details regarding pricing, e.g., dealer pricing, wholesale and retail level pricing. The CSR also has a report option 99, providing the CSR with detailed reporting, including the status of accepted and rejected ads, a review of active and resolved queries, and information regarding dealers. Web page 89 also provides a CSR management option 101, allowing authorized users access to review and modify information regarding particular CSR's.

Fig. 16 shows the content of a web page 103 entitled "My Account" that provides a user with information regarding their account. Specifically, a user can view alerts 105, purchased programs 107, unpurchased programs 109, and saved marketing plans 111. A user can manage and update saved ads with an ad bank option 113, or manage their custom art library with an art bank option 115. A user can view and edit their system preferences with a preferences option 117 and may sign out via option 119.

In light of the foregoing disclosure of the invention and description of the preferred embodiments, those skilled in this area of technology will readily understand that various modifications and adaptations can be made without departing from the scope and spirit of the invention. All such modifications and adaptations are intended to be covered by the following claims.

Claims

1. A computer based system for providing marketing vehicles online to a user, the system comprising: a host computer system; at least one remote user computer device linked to the host system; wherein the host computer system prompts a user to input information on the user computer device, the information being used to create a marketing vehicle for the user.

2. The system of claim 1 , wherein the host computer system comprises a web site and each remote user is linked to the host system through the Internet.

3. The system of claim 2, wherein the system provides a hyperlink to another web site.

4. The system of claim 2, wherein the system provides an option to send email.

5. The system of claim 1, wherein the marketing vehicle is a coupon.

6. The system of claim 5, wherein the user can select at least one image to be included as part of the coupon.

7. The system of claim 5, wherein the user can select at least one image for the coupon from a library of images stored on the host system.

8. The system of claim 5, wherein the system provides the user with an option of sending an image to the host system to be included in the coupon.

9. The system of claim 5, wherein the user can select a discount offer for the coupon from a list of discount offers provided on the host system.

10. The system of claim 5, wherein the user can customize a layout of the coupon.

11. The system of claim 5, wherein the coupon comprises a print coupon.

12. The system of claim 5, wherein the coupon comprises an electronic coupon.

13. The system of claim 12, wherein the electronic coupon is displayed on a web site and the system provides an option of prioritizing a display of the electronic coupon on the web site.

14. The system of claim 1 , wherein the host system provides the user with an option to select a distribution method for the marketing vehicle.

15. The system of claim 14, wherein the marketing vehicle is distributed via satellite signal.

16. The system of claim 1 , wherein the marketing vehicle is an audio message.

17. The system of claim 1, wherein the marketing vehicle is a display advertisement.

18. The system of claim 17, wherein the display advertisement is an electronic display advertisement.

19. The system of claim 1 , further comprising a template of a marketing vehicle on the host system that can be customized by the user.

20. The system of claim 1, wherein the host system prompts the user to customize a predefined layout of the marketing vehicle.

21. The system of claim 1, wherein the host system provides a list of demographic parameters which the user can use to prepare a mailing list for distribution of the marketing vehicle.

22. The system of claim 1, wherein the host system provides an option to select a target mailing date for the marketing vehicle.

23. The system of claim 1 , wherein the host system prompts the user to select a category, from a displayed list of categories, that describes the user's business.

24. The system of claim 1, wherein the host system prompts the user to input demographic information about the user to create a user profile.

25. The system of claim 24, wherein the host system creates reports detailing usage of the system by each user.

26. The system of claim 24, wherein the host system customizes options provided to the user for creation of the marketing vehicle based on the user's profile.

27. The system of claim 1 , wherein the host system further provides the user with direct marketmg information.

28. The system of claim 27, wherein the direct marketing information includes reference articles regarding direct marketing.

29. The system of claim 27, wherein the direct marketing information is provided through an interactive quiz on the host system.

30. The system of claim 1, further comprising a computer of a seller of advertising vehicles connected to the host computer, wherein the host system prompts the seller of marketing vehicles to approve a sale and production of the marketing vehicle created by the user.

31. The system of claim 30, wherein the host system provides the seller of marketing vehicles the ability to provide promotional discounts to selected users.

32. The system of claim 30, wherein the host system provides the seller of marketing vehicles the ability to modify a price for a marketing veliicle created on the host system.

33. The system of claim 30, wherein the host system provides the seller of marketing vehicles the ability to track a query received from the user regarding a marketing vehicle created on the host system.

34. The system of claim 1 , wherein the host system provides an option to monitor usage of the system.

35. The system of claim 1, wherein a user's access to the host system can be restricted.

36. The system of claim 35, wherein a user's access is restricted by password.

37. The system of claim 1 , wherein the host system provides an option to produce reports regarding usage of the host system.

38. The system of claim 1, wherein the host system provides an option to display testimonials of users who have purchased marketing vehicles.

39. The system of claim 1, wherein the host system creates a user account for each user on the system.

40. The system of claim 1 , wherein the marketing vehicle is distributed from the host system electronically.

41. The system of claim 1 , wherein the marketing vehicle can be printed.

42. The system of claim 1, wherein the user can view specifications of the marketing vehicle.

43. The system of claim 1, wherein the host system displays alert messages to each user, notifying the user of important information.

44. The system of claim 43, wherein the alert indicates that the marketing vehicle must be modified.

45. The system of claim 43 , wherein the alert indicates that a portion of the marketing vehicle will become invalid at a certain date.

46. The system of claim 1, further including a customer service representative computer device used by a customer service representative to maintain and update the host system.

47. The system of claim 46, wherein the host system provides the customer service representative with the ability to log information received from users.

48. A method of providing marketing vehicles over a computer network, comprising the steps of: prompting a user to enter information to be used in a marketing vehicle; creating a marketing vehicle based on the information the user has entered; displaying the marketing veliicle for the customer to purchase; and prompting the user to authorize a purchase of the marketing vehicle through the computer network.

49. The method of claim 20, wherein the marketing vehicle is a coupon.

50. The method of claim 49, further comprising the step of prompting the user to customize a predefined template of a coupon.

51. The method of claim 48, further comprising the step of prompting the user to define a mailing list for distribution of the marketing vehicle.

52. The method of claim 48, further comprising the step of prompting the user to approve the marketing vehicle before the user authorizes the purchase of the marketing vehicle.

53. The method of claim 48, further comprising the step of prompting a seller of marketing vehicles to approve a sale and production of the marketing vehicle created by the user.

54. The method of claim 48, wherein the user authorizes the purchase of the marketing vehicle through an electronic payment.