WO2017122936A1

WO2017122936A1 - Method for producing and distributing promotional materials on basis of small business promotional strategy, and device therefor

Info

Publication number: WO2017122936A1
Application number: PCT/KR2016/014525
Authority: WO
Inventors: 김경원; 정종진; 임태범; 금승우; 문재원; 박종빈
Original assignee: 전자부품연구원
Priority date: 2016-01-15
Filing date: 2016-12-12
Publication date: 2017-07-20

Abstract

A method for producing and distributing promotional materials, according to one aspect of the present invention, is performed by a memory and a processor for executing a program stored in the memory and comprises the steps of: receiving business information from a user; checking available promotional strategy and promotional channel information by analyzing big data related to the business information; providing recommended promotional channel and promotion target potential customer group information to the user on the basis of the promotional strategy and promotional channel information; providing template lists in which promotional channel and costumer group information selected, by the user, from among the provided recommended promotional channels and promotion target potential customer group is reflected; and producing promotional materials by reflecting a template list selected, by the user, from among the provided template lists.

Description

Method of producing and distributing promotional materials based on public relations strategy and device

The present invention relates to the production and distribution of customized promotional materials. More specifically, in order to promote the business of small businesses, to analyze the characteristics of potential customers to establish a promotional strategy, and to produce and distribute promotional materials according to the characteristics of the promotional strategy and promotional channels. And a device thereof.

In the past, as a major commercial means of small businesses, leaflets produced in the form of off-line prints were produced as promotional materials and distributed to an unspecified number, by using banner advertisements or search advertisements using Internet portal service sites, or by producing advertisement advertisements. Public relations, etc. were used.

Since these public relations means must use the public relations intention and the characteristics of the channel / media, which are already determined regardless of the intention of the small business owners, they cannot fully reflect the public relations strategy according to the intentions of the small business owners and the characteristics of the potential customers.

Nevertheless, small business owners have no choice but to use limited promotional means due to issues such as price. When promoting through these limited means, the promotional materials must be produced separately for each promotional means, and promotional materials can be distributed only through limited distribution methods. There was a limitation.

For example, in the case of using the flyer as a promotional material, there is a problem that the distribution can be limited in a limited area by distributing the flyer to an unspecified number on the road or placing the flyer in a residence such as an apartment or a house to distribute it.

The use of banners or search ads on Internet portals has the advantage of being able to promote to more potential customers using the Internet. However, it is more costly for a small business owner to keep advertising because there is no guarantee that it will be more costly to place the results of a banner or search ad in a more effective position. There is a face.

Broadcasting advertisements can be promoted to a much wider area and more audiences, but shorter advertising times result in less exposure and cost than other promotional means.

In addition, in the case of producing a plurality of promotional materials for each media, it is necessary to produce the promotional materials separately for each promotional means, so there is a problem that the cost of producing promotional materials with uncertain publicity effects is burdened for small businesses with insufficient economic power. do.

Japanese Laid-Open Patent Publication No. 2007-102745 is an invention related to a sales strategy system and a public relations strategy system that provide sales strategies based on the sales data that is added / updated daily and processed into analytical data. It still has the problems of the prior art that does not reflect.

Korean Patent Publication No. 2007-0110475 The invention relates to a method for reducing costs through an alliance between advertisers, manufacturers, and online sellers, and reduces production costs by setting the unit price based on the number of companies of online sellers. The technology to establish a promotional strategy considering products and customers is disclosed, but it still does not reflect the PR strategy of small business.

The present invention has been made in the technical background as described above, to produce a promotional material reflecting the characteristics of the promotional strategy and promotional media / channel derived through big data analysis and to efficiently distribute the produced promotional materials to appropriate targets It is an object to provide a method and an apparatus thereof.

The object of the present invention is not limited to the above-mentioned object, and other objects that are not mentioned will be clearly understood by those skilled in the art from the following description.

According to an aspect of the present invention, there is provided a method of producing a promotional material, which is performed by a processor executing a memory and a program stored in the memory, and receiving business information from a user; Analyzing available big data related to the business information to identify available promotional strategies and promotional channel information; Providing the user with recommended promotional channel and target audience group information based on the promotional strategy and the promotional channel information; Providing a template list in which the promotional channel and the customer group information selected by the user are reflected among the provided recommended promotional channels and target audience groups; And producing a promotional material by reflecting a template list selected by the user from the provided template list.

According to another aspect of the present invention, a method for distributing promotional materials is performed by a processor executing a memory and a program stored in the memory, and receiving a public information to be distributed and a promotional strategy; Determining a candidate list of a promotional channel, a target to which the promotional material is distributed, and a time to distribute the promotional material using metadata included in the promotional material and the promotional strategy; And distributing the promotional material in a promotional channel, a distribution target, and a distribution time selected by the user from the candidate list.

Promotional material production and distribution system according to another aspect of the present invention, providing a promotional strategy and promotional channel information using the business information input from the user, the selected promotional channel and promotional target using the promotional strategy and promotional channel information A promotional material production system for producing a promotional material based on a template list reflecting potential customer group information; And determining a promotional channel, a target to distribute the promotional material, and a time to distribute the promotional material by using metadata included in the promotional material and the public relations strategy, and to the target to distribute the determined promotional material through the determined promotional channel. Characterized in that it comprises a promotional material distribution management system for distributing the promotional material at the determined distribution time.

According to the present invention, since the promotional material is produced by reflecting the characteristics of the public relations strategy and the channels / matches that are obtained by analyzing the characteristics of the potential customers through big data, even small and small businesses can easily produce the promotional material that meets the intention of the promotion. In addition, the distribution system can be distributed through available channels / media to maximize the publicity effect.

1 is a view showing the overall structure of the promotional material production and distribution system according to an embodiment of the present invention.

2 is a flow chart of a promotional material production method according to another embodiment of the present invention.

3 is a flow chart of a promotional material distribution method according to another embodiment of the present invention.

4 is a structural diagram of a computer apparatus on which a promotional material production method and a promotional material distribution method according to another embodiment of the present invention are performed.

5 is a schematic diagram of a production and distribution apparatus of a promotional material according to another embodiment of the present invention.

Advantages and features of the present invention and methods for achieving them will be apparent with reference to the embodiments described below in detail with the accompanying drawings. However, the present invention is not limited to the embodiments disclosed below, but may be implemented in various forms. It is provided to fully convey the scope of the invention to those skilled in the art, and the present invention is defined only by the scope of the claims. Meanwhile, the terminology used herein is for the purpose of describing particular embodiments only and is not intended to be limiting of the invention. In this specification, the singular also includes the plural unless specifically stated otherwise in the phrase. As used herein, “comprises” and / or “comprising” refers to a component, step, operation and / or device that is present in one or more other components, steps, operations and / or elements. Or does not exclude additions.

Hereinafter, exemplary embodiments of the present invention will be described in detail with reference to the accompanying drawings.

Figure 1 shows the overall structure of the small business promotion materials production and distribution system 10 according to the present invention.

The promotional material production and distribution system 10 includes a promotional material production system 110, a promotional material distribution management system 120, and a promotional strategy analysis system 130.

The public relations production system 110 is provided with registration information at the same time as a small business owner, provides a method of producing a public relations material that maximizes the publicity effect by reflecting the public relations strategy and public relations service channel information, and the produced public relations public relations distribution management system Register at 120.

The promotional material distribution management system 120 receives the characteristic information of the promotional channel and the media provided by the operator from the public relations service provider having an individual promotional service channel, and provides it to the promotional material production system 110.

The promotional channel information includes information on the size of the promotional material provided by the business operator, the type of allowed promotional material, the media to be promoted, and the like.

In addition, to match the promotional material provided from the promotional material production system 110 with the optimal promotional service channel or media, at this time, using the promotional strategy provided from the public relations strategy analysis system 130, and after the matching to maximize the promotional effect of the promotional material To determine the distribution time and target customers, ask the PR service provider for distribution.

The public relations service provider distributes the requested public relations to a target customer using a service channel or a medium, collects whether the customer has watched it and feedbacks from the customer, and feeds it back to the public relations distribution management system 120. ) Can optimize the distribution time of the promotional materials and the target customers in order to maximize the promotional effect.

The PR strategy analysis system 130 analyzes the information collected through various paths using a big data analysis method, establishes a marketing and PR strategy using the analyzed results, and implements the PR production system and the PR distribution management system 120. To provide.

The promotional strategy delivered to the promotional material production system 110 is reflected in the promotional material production.

The public relations strategy delivered to the public relations distribution management system 120 is reflected in matching a promotion channel / media, scheduling a public relations distribution time, and selecting a customer to be promoted.

In addition, the PR strategy analysis system 130 receives feedback information on the PR after the distribution of the PR from the PR distribution management system 120 to update the PR strategy by reflecting the PR effect in the PR strategy.

2 is a flow chart illustrating in more detail a method of producing a promotional material reflecting the publicity intention of the small business in the promotional material production system 110.

The promotional material production system 110 receives the business information from the small business (S210).

The business information of the small business is information such as the type of business, location, target customers, sales, time of sales, etc., which is closely related to the promotion intention of the small business.

The intention of public relations of small businesses is about the effects that can be obtained through public relations. If you are a small business owner, you may want to use promotional materials with the intention of promoting your business. If you want to increase sales, you can offer discounts to existing customers or create promotional materials to attract more new customers. It is.

After receiving the business information, the big data according to the received business information is analyzed to check the available promotional strategies and promotional channel information (S220).

The public relations distribution management system 120 is provided with the promotional media and channel information available from the public relations service provider, the public relations production system 110 is provided by the public relations distribution management system 120 again to check the available promotional channel information will be.

The promotion strategy is performed in the promotion strategy analysis system 130. Big data analysis may use a network server such as a server or a cloud server.

In the case of using a cloud server, it is possible to use a large amount of data that is continuously updated, thereby enabling more effective big data analysis and suggesting various promotion strategies suitable for the promotion intention of small businesses.

The promotion strategy includes target audiences derived from big data analysis and preference information for each customer group. The potential customer group can be divided into factors such as gender, age, occupation, and region, and preference information for each customer group is based on gender, age, etc., and the preferences of people, food, brand, music, color, industry, fashion, Information such as hobbies is included.

When the PR strategy and the PR channel are confirmed according to the PR intention of the small business, it provides the SME with the recommended PR channel and the recommended target audience group information based on the confirmed PR strategy and the PR channel (S230).

The small business selects the promotional channel and the potential customer group that reflect the intention of publicity among the recommended promotional channel and the target audience group for the recommended publicity.

Promotional material production system 110 provides a list of templates for the production of promotional materials based on the selection of small businesses (S240).

The template list is provided to the small business by giving priority to the information of the promotional channel and preference information of the potential customer group. The micro-business owner selects the desired template from the list provided and the promotion is produced by this template. The promotional material production system 110 may view the template recommended at the top of the priority as a template corresponding to the promotion intention of the small business owners, and may automatically produce the promotional material.

When the template of the promotional material is set, a small business may select a resource constituting the promotional material to produce a promotional material (S250). The resources are composed of images, videos, audio, text, etc. according to the selected promotional channel, and a list of resources previously stored in the promotional material production system 110 is provided to the small business.

The resources provided in the resource selection process are public resources produced by experts and resources registered by the small business owners and registered in the promotional material production system 110. The resources registered directly by the small business owners reflect the promotion intention of the small business owners. Highly recommended.

Meta information in the form of keywords is described in each of the resources registered in the promotional material production system 110, and the priority of the resource recommendation is determined through a matching process between the meta information and the preference information of the target customer group.

Once the resource selection is complete, the promotional material is automatically produced and previewed to small businesses.

The completed promotional material is stored including target customer group information and meta information of constituent resources. Completed and stored promotional materials can be reused and some resources can be reused.

The promotional material production system 110 provides a UI (User Interface) step by step to facilitate the production of small business people, and to produce a promotional material reflecting the characteristics of promotional strategies and promotional channels, small business owners can maximize the promotional effect Providing services that can easily produce promotional materials.

When a small business decides to distribute the produced promotional material, the promotional material produced by the promotional material production system 110 is registered in the promotional material distribution management system 120. The target customer group information, distribution channel information, meta information of resources included, etc. This is stored together.

When the promotional material is registered in the promotional material distribution management system 120, the promotional material itself may be registered or registered by providing link information for using the promotional material in the promotional material production system 110, and storing the third separate promotional material. It is also possible to provide a link by storing it in the system. In the case of the link-type storage method, the public relations service is provided directly to the terminal of the customer at the storage location at the time of distribution of the promotional material.

3 is a flowchart illustrating a method of distributing the produced promotional material in the promotional material distribution management system 120 and receiving and managing feedback.

The public relations distribution management system 120 receives a public relations strategy while receiving the public relations completed in the public relations production system 110, or receives a public relations strategy directly from a small business (S310).

The PR strategy includes information on prospects and media derived by analyzing the intentions of small and mid-sized businesses, preferred media for each group of customers, floating population by region, and main activity hours. Alternatively, matching with the media, promotional material distribution time, promotional target customer, etc. is performed (S320).

We select the target customers and promotional channels / media to maximize the promotion effect of small businesses through matching, and select a plurality of promotional times to distribute the promotional materials to small businesses.

When the matching is completed, the distribution of the publicity proceeds (S240). Promotional materials may be automatically distributed to the target audience and the time when the highest score is recommended among customers, promotional channels / media, and promotional time selected by matching, or small business owners select a plurality of candidates to distribute the promotional materials. It is possible.

The distribution of promotional materials is carried out by designating the channel and time zone by delivering the promotional materials to the public relations service providers who have the relevant promotional channels.

The public relations service provider provides a promotional material to a target customer by using the promotional material meta information received from the promotional material distribution management system 120, and receives feedback from the customer and inputs feedback information into the promotional material distribution management system 120.

The feedback information may be delivered to the public relations strategy analysis system 130 and the public relations production system 110, and the small business may receive corresponding feedback information from the public relations production system 110.

The public relations strategy analysis system 130 may update the public relations strategy by applying the received feedback information to the existing analyzed public relations strategy to provide a more improved public relations strategy to the small business.

By the above-mentioned public relations production and distribution system 10 and the public relations production method and distribution method, small and commercial companies can easily produce and effectively distribute promotional materials reflecting the intention of publicity, and also maximize the publicity effect.

5 shows that the promotional material production and distribution system 10 described above is implemented by one promotional material production and distribution apparatus 500.

The public relations production unit 510 produces a public relations by preset templates reflecting the intention of the user, and the public relations distribution management unit 520 provides the public relations service produced by the public relations production unit 510 to the public relations service provider according to the user's intention. It has a structure to update the promotional material by distributing and receiving feedback information.

On the other hand, the promotional material production method or promotional material distribution management method according to an embodiment of the present invention may be implemented in a computer system or recorded on a recording medium. As shown in FIG. 4, a computer system includes at least one processor 421, a memory 423, a user input device 426, a data communication bus 422, a user output device 427, It may include a reservoir 428. Each of the components described above communicates data via a data communication bus 422.

The computer system can further include a network interface 429 coupled to the network. The processor 421 may be a central processing unit (CPU) or a semiconductor device that processes instructions stored in the memory 423 and / or the storage 428.

The memory 423 and the storage 428 may include various types of volatile or nonvolatile storage media. For example, the memory 423 may include a ROM 424 and a RAM 425.

Therefore, the method for producing a promotional material or the method for managing the distribution of promotional items according to an embodiment of the present invention may be implemented by a computer executable method. When a method for producing a promotional material or a method for managing the distribution of promotional items according to an embodiment of the present invention is performed in a computer device, computer readable instructions may perform the recognition method according to the present invention.

On the other hand, the promotional material production method or promotional material distribution management method according to the present invention can be implemented as a computer-readable code on a computer-readable recording medium. Computer-readable recording media include all kinds of recording media having data stored thereon that can be decrypted by a computer system. For example, there may be a read only memory (ROM), a random access memory (RAM), a magnetic tape, a magnetic disk, a flash memory, an optical data storage device, and the like. The computer readable recording medium can also be distributed over computer systems connected over a computer network, stored and executed as readable code in a distributed fashion.

In the above, the configuration of the present invention has been described in detail with reference to the accompanying drawings, which are merely examples, and those skilled in the art to which the present invention pertains various modifications and changes within the scope of the technical idea of the present invention. Of course this is possible. Therefore, the protection scope of the present invention should not be limited to the above-described embodiment but should be defined by the following claims.

Claims

In the method for producing and distributing promotional materials performed by a processor for executing a memory and a program stored in the memory,

Receiving business information from a user;

Analyzing available big data related to the business information to identify available promotional strategies and promotional channel information;

Providing the user with recommended promotional channel and target audience group information based on the promotional strategy and the promotional channel information;

Providing a template list in which the promotional channel and the customer group information selected by the user are reflected among the provided recommended promotional channels and target audience groups; And

Producing a promotional material reflecting a template list selected by the user from the provided template list;

Promotional production and distribution method comprising a.
According to claim 1, After the production of the promotional material,

Receiving a promotional material and a promotional strategy to be distributed;

Determining a candidate list of a promotional channel, a target to which the promotional material is distributed, and a time to distribute the promotional material using metadata included in the promotional material and the promotional strategy; And

Distributing the promotional material in a promotional channel, a distribution target, and a distribution time selected by the user from the candidate list;

Promotional production and distribution method that further comprises.
The method of claim 2, wherein after the distributing step

Receiving feedback information from a target customer who has distributed the promotional material; And

Updating the prospective customer group information recommended by the promotion strategy or the promotion strategy using the received feedback information;

Promotional production and distribution method that further comprises.
The method of claim 1,

The business information includes at least one or more of the user's business type, location, sales, sales time and main customer base

How to make and distribute your promotional materials.
Promote a promotional material and promotional channel information using the business information input from the user, and produce a promotional material by using a template list reflecting the selected promotional channel and target audience group information using the promotional strategy and promotional channel information. system; And

The metadata included in the promotional material and the public relations strategy are used to determine a promotional channel, a target to distribute the publicity, and a time to distribute the publicity, and to the target to distribute the determined publicity through the determined publicity channel. A promotional material distribution management system for distributing the promotional material at a distribution time;

Promotional production and distribution system comprising a.
The method of claim 5, wherein the business information

It includes information of at least one of the user's type of business, location, sales, sales time and the main customer base

Public relations production and distribution system
The method of claim 5,

After distributing the promotional material by the promotional material distribution management system, receiving feedback information from a target customer who distributed the promotional material,

Updating the public relations strategy of the public relations production system, the prospective customer group information recommended by the public relations strategy, or the public relations strategy of the public relations distribution management system using the inputted feedback information;

Promotional material production and distribution system.
The method of claim 5, wherein the promotional material distribution management system

Receiving feedback information from a person who distributes the promotional material,

Updating the public relations strategy using the feedback information

Promotional material production and distribution system.