WO2001027792A1

WO2001027792A1 - On-line relationship marketing

Info

Publication number: WO2001027792A1
Application number: PCT/US1999/023821
Authority: WO
Inventors: Tom Blakely; Rick Mcewan; Michael Briola
Original assignee: Mindarrow Systems, Inc.
Priority date: 1999-10-12
Filing date: 1999-10-12
Publication date: 2001-04-19
Also published as: AU6428499A

Abstract

Methods and systems of on-line relationship marketing are provided in which a synchronous content provider (SCP) (10) utilizes an asynchronous on-line medium to obtain feedback for improving its synchronous content. In a preferred embodiment the SCP (10) delivers a value content (12) to an audience (20) via a synchronous medium, and also uses the synchronous medium to solicit the audience (20) to become members of a group by opting into the group. In addition, either the SCP (10) or another entity employs an asynchronous medium to provide at least a subset of the members of the group with a benefit (32), and to obtain opinion feedback (22) from such members relating to the value content (12). The synchronous medium most likely comprises television or radio, and the value content (12) likely comprises some form of entertainment. The asynchronous medium is most likely a public access electronic network. Benefits suited to asynchronous delivery include viewing outtakes of the show, offers for T-shirts or other items of merchandise related to the show.

Description

ON-LINE RELATIONSHIP MARKETING Field of the Invention

The field of the invention is electronic direct marketing.

Background

Synchronous medium providers have always had the problem of obtaining feedback on their content. Even as of this writing, with television more than 50 years old, feedback on television shows is still accomplished primarily by specialized companies such as Nielson observing the viewing habits of a small sample population, and then extrapolating those results to the entire population. Not only is the process slow, cumbersome, and expensive, but the results are not necessarily very helpful. For example, if a show is given a poor rating the producers naturally will want to raise the ratings. Yet the paucity of information provided does not give much guidance to the producers as to what changes should be made.

There are various other means of obtaining feedback on synchronous communication media, but none of them are entirely satisfactory. Focus groups, for example, are known, but they are severely limited from a practical standpoint to relatively small numbers of participants.

The problem of obtaining feedback is, of course, much worse with unidirectional synchronous media such as television than with bi-directional feedback such as theatre. Even in the bi-directional area, however, there are problems resulting from time, space, and other conflicts. At the end of a theatrical performance the audience typically provides some feedback in the form of applause. But such feedback is extremely non-specific, failing to inform an actor what individual traits may have been viewed favorably or unfavorably. It is theoretically possible to ask individual theatre goers to comment upon the performance by completing a questionnaire, but that solution may be quite inconvenient or undesirable for some other reasons. Moreover, the most valuable feedback may result from considered opinions many hours or days following the performance, not immediately following the performance.

Thus, there is still a considerable need for novel methods and systems by which synchronous content providers can obtain valuable feedback from their respective audiences. Summary of the Invention

Methods and systems of on-line relationship marketing are provided in which a synchronous content provider (SCP) utilizes an asynchronous on-line medium to obtain feedback for improving its synchronous content.

In a preferred embodiment the SCP delivers a value content to an audience via a synchronous medium, and also uses the synchronous medium to solicit the audience to becomes members of a group by opting into the group. In addition, either the SCP or another entity employs an asynchronous medium such as e-mail commercials to provide at least a subset of the members of the group with a benefit, and to obtain opinion feedback from such members relating to the value content.

It is contemplated that the synchronous medium will comprise mostly television or radio, and the value content will largely comprise some form of entertainment. Sitcoms and soap operas are especially contemplated, with the opt-in group most likely comprising a club having a tie-in to the show, or to one or more of the characters or actors on the show.

The asynchronous medium is most likely a public access electronic network such as the Internet. Benefits suited to asynchronous delivery include viewing of an outtakes of the show, offers for T-shirts or other items of merchandise related to the show, or notification of a meeting related to the show.

Various objects, features, aspects and advantages of the present invention will become more apparent from the following detailed description of preferred embodiments of the invention, along with the accompanying drawings in which like numerals represent like components.

Brief Description of The Drawings Fig. 1 is a schematic of a system and method according to the inventive subject matter. Detailed Description

Figure 1 generally depicts a synchronous content provider (SCP) 10, an audience 20, and an asynchronous content provider (ACP) 30. The SCP 10 delivers value content 12 and an opt-in solicitation 14 to an audience 20 via a synchronous link 110. The ACP delivers a benefit 32 to the audience 20 via asynchronous link 130, and also receives from the audience 20 feedback information via link 120 that can be used by the SCP to modify its value content 12.

Synchronous content provider 10 is any entity that provides value content over a synchronous link to an audience as a significant part of its business. Well-known SCPs include the television networks, ABC, CBS, NBC, FOX, and so forth.

As used herein, the term "synchronous" refers to communication in which the receiver experiences the communication at substantially the same time, and in substantially the same order, in which the communication was sent. Broadcast television is a good example because a viewer generally must watch television programs as they are transmitted, and in the order they are transmitted. A viewer cannot watch a 10:00 pm program before the 9:00 pm program. Telephone is another example of synchronous communication because one has to listen to speech from a speaker on the other end of the line in the order in which the speaker is speaking. One cannot hear the end of the sentence before hearing the beginning.

In contrast, the term "asynchronous" refers to communication in which the receiver can generally control the time and sequence of the communication. E-mail is a good example. A person receiving 20 e-mails can, and often does, open the e-mails in an order different from that in which they were sent or received.

There are hybrids. Video recorders and telephone answering machines, for example, provide the ability to time-shift the television shows and voice mail messages. Similarly, e- mail messages may include streaming video that must be watched from front to back, in a particular order. But these tools do not alter the nature of the medium, they merely substitute one medium for another. The fact that video allows one to watch television shows in any order, at any time, results from capturing the video from the broadcast, and storing it onto a tape, disc or other medium that can be accessed asynchronously. Broadcast television as a medium is still synchronous.

Under these definitions, synchronous link 110 can be any link which communicates information such that the audience 20, or a least a substantial portion of it, experiences communications sent by the SCP at substantially the same time, and in substantially the same order, in which the communications were sent. This does not require that every show must broadcast everywhere at the same time to be synchronous, and instead takes into account the reality that shows are taped sometimes far in advance of their distribution, and that shows are often distribute several hours before they are broadcast in a given locality. Most preferably the synchronous link 110 is radio, television, cable, or satellite transmission.

The value content 12 provided by the SCP may be anything perceived by the audience to be of value. Sitcoms and other entertainment is certainly value content, as well as news shows, talk shows, and the like. In general, value content may also, or alternatively, include educational information or even shopping information, such as provided in an infomercial. Since producers and stations only stay on the air if they provide perceived value, the term "value content" basically includes anything that falls within the category of content programming.

Opt-in solicitation 14 is any offer to join a group. Contemplated groups include fan clubs and record clubs such as those that have been known for decades, as well as newer types of clubs such as chat rooms. It is important to note that contemplated opt-in solicitations are not limited to those that may be acted upon in any particular manner. Thus, sign-up for a club or other group may be effected by telephone, mail, or any other suitable means. It is also valuable to the SCP if the sign-up includes individual demographic information such as sex, age, income, hobbies and other preferences and characteristics.

The asynchronous content provider (ASP) 30 is preferably a high volume electronic mailing company, sending out perhaps hundreds of thousands or even millions of messages per month. An exemplary such company is ecommercial.com, Inc. based in Southern California, USA. The ASP may or may not host its own servers. The asynchronous link 120 preferably comprises the Internet, but can be any suitable link, including local area networks, wide area networks, public networks, private networks, and so on. Because of the high traffic involved, the third party may advantageously employ outbound trafficking technologies such as those described in concurrently filed application serial nos. , corresponding to attorney dockets 604.12, 604.18, 604.19, and 604.20, each of which is incorporated herein by reference.

The benefit 32 provided to the audience 20 is anything of perceived value that can be delivered asynchronously. Certainly image content such as outtakes of a show are possible benefits, as are interviews, travelogues, and other special programming. Benefit 32 can also include offers for physical merchandise, including electronic coupons. In such cases the merchandise can be delivered using common carriers, or sold through retail outlets.

The term "commercial" is used herein in a very broad sense to mean any message intending to motivate a recipient to take an action favorable to an advertiser. Commercials may be simple textual banner ads, but more preferably include rich-media graphics such as animation, a photograph or other image, or an audio tract. Still more preferred commercials include video and branding graphics. Especially preferred commercials will be those that communicate a value proposition communicated in 30 seconds or less. Currently the most preferred commercials include an audio tract, a video tract, branding graphics, and hyperlinks, all delivered in a single executable file. These and other embodiments are as described in concurrently filed application serial nos. and , corresponding to attorney docket 604.07 and 604.08, respectively which are incorporated herein by reference. Still other preferred embodiments include "slide-show" commercials as described in concurrently filed application serial no. corresponding to attorney docket 604.09, which is incorporated herein by reference.

The term "advertisers" is used herein in the broadest possible sense, including any entity trying to impact the thinking or behavior of others. In many instances the desired impact will include motivating the recipient to purchase goods or services. In other instances the desired impact may be to cause the recipient to vote in a given manner in an election, or a poll. In still other instances the desired impact may be of a very general nature, perhaps increasing societal awareness of alcoholism.

One particularly preferred method of delivering benefits 32 includes the ACP 30 transmitting an executable electronic commercial (e-commercial) to the subset of members. Such electronic commercials may advantageously include video, audio, branding graphics for a plurality of advertisers, all of which can be delivered as an executable file in an e-mail. Still further, the file may include an identification code for tying responses to individual recipients. These and other desirable characteristics of e-commercials are described in concurrently filed application serial no. corresponding to attorney docket 604.07, which is incorporated herein by reference. The e-commercials may also take advantage of co- branding and cooperative databases as described in concurrently filed application serial no. corresponding to attorney docket 604.16, which is incorporated herein by reference.

A major advantage of electronic direct marketing is that it lends itself readily cross branding. An advertisement for vacation trips to the Bahamas may include logos for a fast food chain, or swim wear, or even television shows dealing with travel. Not only does a single message provide impression for each of the multiple marketers, but the inclusion of multiple, well-recognized brands may lend credibility to a new brand, or may lend a certain image of modernity to an older brand.

Although there may well be a fairly obvious tie-in, it should be appreciated that there is not necessarily any logical connection between the value content 12 and the benefit 32. Among other possibilities, the value content may be provided by a first advertiser that may or may not be distinct from the SCP 10, and the benefit 32 may be offered by a second advertiser distinct from the first advertiser. Thus, both the SCP 10 and the ACP 30 may sometimes be referred to herein as advertisers. Similarly, the ACP may sometimes be referred to herein as a third party, to distinguish it from the SCP 10 and the audience 20.

The feedback information 22 provided by the audience is preferably information that can be used by the SCP to increase their ratings. Feedback information 22 may, for example, include user preferences with respect to the existing programming. Some viewers may prefer more comedy, while others would prefer more sports. Other types of feedback information may advantageously relate to specific shows, such as whether the viewers would prefer more or less

sexually or violent explicit material. Still other types of feedback information may relate to user preferences for future episodes as to plots, characters, and actors. This feedback information 22 may be transmitted in raw form to the SCP 10, or it may be summarized or otherwise modified before transmission. When it occurs, transmission is likely to be in the form of an e-mail across asynchronous link 134.

It is contemplated that the synchronous medium will comprise mostly television or radio, and the value content will largely comprise some form of entertainment. Sitcoms and soap operas are especially contemplated, with the opt-in group most likely comprising a club having a tie-in to the show, or to one or more of the characters or actors on the show. The asynchronous medium is most likely a public access electronic network such as the Internet. Benefits suited to asynchronous delivery include viewing of an outtakes of the show, offers for T-shirts or other items of merchandise related to the show, or notification of a meeting related to the show.

Thus, specific embodiments and applications of on-line relationship marketing have been disclosed. It should be apparent, however, to those skilled in the art that many more modifications besides those already described are possible without departing from the inventive concepts herein. The inventive subject matter, therefore, is not to be restricted except in the spirit of the appended claims. Moreover, in interpreting both the specification and the claims, all terms should be interpreted in the broadest possible manner consistent with the context. In particular, the terms "comprises" and "comprising" should be interpreted as referring to elements, components, or steps in a non-exclusive manner, indicating that the referenced elements, components, or steps may be present, or utilized, or combined with other elements, components, or steps that are not expressly referenced.

Claims

CLAIMSWhat is claimed is:

1. A method of marketing, comprising: providing an audience with a value content via a synchronous medium; using the synchronous medium to solicit the audience to become members of a group by opting into the group; employing an asynchronous medium to provide at least a subset of the members of the group with a benefit, and to obtain opinion feedback relating to the value content.

2. The method of claim 1 wherein the value content largely comprises entertainment.

3. The method of claim 1 wherein the value content largely comprises educational materials.

4. The method of claim 1 wherein the synchronous medium comprises at least one of television and radio.

5. The method of claim 1 wherein the asynchronous medium comprises a public access electronic network.

6. The method of claim 1 wherein the asynchronous medium comprises the Internet.

7. The method of claim 1 wherein the value content comprises a show, and the group comprises a club directed to the show.

8. The method of claim 6 wherein the benefit comprises a viewing of an outtake of the show.

9. The method of claim 6 wherein the benefit comprises an offer on an item of merchandise related to the show.

10. The method of claim 6 wherein the benefit comprises a notification of a meeting related to the show.

11. The method of claim 1 wherein the value content is provided by a first advertiser, and the benefit is offered by a second advertiser distinct from the first advertiser.

12. The method of claim 1 wherein the step of employing an asynchronous medium includes a third party transmitting an executable electronic commercial to the subset of members.

13. The method of claim 1 wherein the electronic commercial includes at least one branding graphic from each of a plurality of advertisers.

14. The method of claim 1 wherein the opinion feedback includes demographics of individual ones of the subset of members.

15. The method of claim 1 wherein the opinion feedback includes suggestions for future episodes.

AMENDED CLAIMS

[received by the International Bureau on 28 February 2000 (28.02.00); original claim 1, amended; remaining claims unchanged (1 page)]

1. A method of marketing, comprising: providing an audience with a value content via a synchronous medium; using the synchronous medium to synchronously solicit the audience to become members of a group by opting into the group using a sign up that includes demographic information; employing an asynchronous medium to asynchronously provide at least a subset of the members of the group with a benefit related to the value content, and to obtain opinion feedback relating to the value content.