System and method for targeted advertising and marketing

• US 20040215518A1
• Filed: 05/24/2004
• Published: 10/28/2004
• Est. Priority Date: 10/12/2000
• Status: Abandoned Application

• Current Assignee: DSD Communications, Inc.
• Original Assignee: DSD Communications, Inc.
• Inventors: Dharssi, Fatehali
• Application Number:
  US10/852,338
• Publication Number:
  US 20040215518A1
• Time in Patent Office: Days
• US Class Current: 705/14
• CPC Class Codes: B65B 61/20 for adding cards, coupons or other inserts to package contents adding unpacking elements B65B61/18
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0207 Discounts or incentives, e.g. coupons or rebates
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G09F 23/00 Advertising on or in specific articles, e.g. ashtrays, letter-boxes on or in vehicles G09F21/00

Abstract

A method for distributing promotional material, which may be practiced as a fully-automated process, calls for the use of packages of bread products, such as sliced/unsliced bread, hamburger/hotdog buns, tortillas, etc. as unique vehicles for retailer-specific targeting of promotional material. The invention achieves its objectives by connecting a network of entities and computer systems, wherein information regarding bakeries'"'"' production schedules, specific retailers'"'"' purchase orders, and advertisers'"'"' specifications are collected and processed to provide instructions for bagging and/or coupon-targeting systems to include specified wrappers and promotional material with each bread product or groups of bread products. For each package of bread, the promotional material may be included inside the bread bag or wrapper, outside of the bread wrapper, or both. A cart-marking system ensures that each retailer'"'"'s order is placed on a separate cart, with the packages of bread carrying promotional material that is tailored for that retailer.

Claims

1. A method for distributing promotional material with a package of bread from a baking facility in which the bread is baked and packaged, said method comprising:

a. providing a system-operator central computer for performing the steps of;

(i) electronically receiving promotional specifications for generating promotional materials on behalf of a client;

(ii) electronically receiving purchase-order information for a specific retailer;

(iii) generating, based on at least one of said promotional specifications and purchase-order information, a first set of instructions for packaging a bread product; and

(iv) generating, based on at least one of said promotional specifications and purchase-order information, a second set of instructions for including said promotional materials with said bread product;

b. transmitting said first set of instructions to a bagging-system computer at the baking facility, wherein said bagging-system computer uses said first set of instructions to automatically control the operation of a bagging system located at the baking facility; and

c. transmitting said second set of instructions to a coupon-targeting system computer, wherein said coupon-targeting system computer uses said second set of instructions to automatically control the operation of a coupon-targeting system located at the baking facility.

2. The method of claim 1, wherein the coupon-targeting system uses said second set of instructions to automatically include at least one packet with said package of bread based on one or more factors selected from the group consisting of the specific type of bread product to be packaged, the specific wrapper to be used for packaging the bread product, and a retail destination of said package of bread, said at least one packet containing one or more pieces of said promotional materials.

3. The method of claim 2, wherein said at least one packet is removably affixed to the outside of said package of bread.

4. The method of claim 3, wherein said package of bread is placed on a cart for delivery to said specific retailer having a specific retail destination, and wherein the system-operator central computer further generates a third set of instructions for transmission to a cart-marking system computer at said baking facility, said cart-marking system computer using said third set of instructions to generate an identification mark to be placed on said cart.

5. The method of claim 4, wherein said identification mark includes information indicating one or more members selected from the group consisting of the number of bread packages to be placed on said cart, the type of bread product to be placed on said cart, the brand of bread to be placed on said cart, and the retail destination for said cart.

6. The method of claim 5, wherein the identification mark is a bar code.

7. The method of claim 1, wherein, based on input data relating to production and demand, an onsite computer at the baking facility generates a fourth set of instructions reflecting the baking facility'"'"'s daily production and packaging schedule, and the operation of each of said bagging system and said coupon-targeting system is further based on said fourth set of instructions.

8. The method of claim 1, wherein, based on input data relating to production and demand, a baking facility central computer system generates a fourth set of instructions reflecting the baking facility'"'"'s daily production and packaging schedule, and the operation of each of said bagging system and said coupon-targeting system is further based on said fourth set of instructions.

9. The method of claim 1, wherein the promotional specifications are electronically transmitted from the client'"'"'s computer.

10. The method of claim 1, wherein the purchase-order information is transmitted from a route driver'"'"'s computer.

11. The method of claim 1, wherein the first set of instructions includes data to specify the wrapper to be used for bagging the bread product.

12. The method of claim 1, wherein, according to said first set of instructions, a plurality of bread products are enclosed within respective, individual wrappers so as to result in a plurality of separate packages of bread, and two or more of said plurality of separate packages of bread are enclosed within an additional wrapper.

13. The method of claim 12, wherein said second set of instructions includes instructions for the coupon-targeting system to include promotional materials with each of said plurality of separate packages of bread.

14. The method of claim 13, wherein the location of said promotional materials is selected from the group consisting of:

(a) inside of at least one of said separate packages of bread;

(b) on the outside of the wrapper of at least one of said separate packages of bread; and

(c) combinations thereof.

15. The method of claim 14, further comprising including additional promotional materials with said additional wrapper.

16. The method of claim 15, wherein said additional promotional materials are placed either inside said additional wrapper, outside of the additional wrapper, or both inside and outside of the additional wrapper.

17. The method of claim 12, wherein said second set of instructions includes instructions for the coupon-targeting system to include promotional materials with said additional wrapper.

18. The method of claim 17, wherein said promotional materials are placed either inside said additional wrapper, outside of the additional wrapper, or both inside and outside of the additional wrapper.

19. A method for distributing promotional material with a package of bread from a baking facility in which the bread is baked and packaged, said method comprising:

a. providing a system-operator central computer for performing the steps of;

(i) receiving promotional specifications for generating promotional materials on behalf of a client;

(ii) receiving purchase-order information for a specific retailer;

(iii) generating, based on at least one of said promotional specifications and purchase-order information, a first set of instructions for packaging a bread product; and

(iv) generating, based on at least one of said promotional specifications and purchase-order information, a second set of instructions for including said promotional materials with said bread product;

b. transmitting said first set of instructions to a bagging-system computer at the baking facility, wherein said bagging-system computer uses said first set of instructions to automatically control the operation of a bagging system located at the baking facility; and

c. transmitting said second set of instructions to a coupon-targeting system computer, wherein said coupon-targeting system computer uses said second set of instructions to automatically control the operation of a coupon-targeting system located at the baking facility,

wherein the coupon-targeting system uses said second set of instructions to automatically insert a first packet into said package of bread and removably affix a second packet to the outside of the package of bread based on one or more factors selected from the group consisting of the specific type of bread product to be packaged, the specific wrapper to be used for packaging the bread product, and a retail destination of said package of bread, each of said first- and second packets containing one or more pieces of said promotional materials.

20. The method of claim 19, wherein said package of bread is placed on a cart for delivery to said specific retailer having a specific retail destination, and wherein the system-operator central computer further generates a third set of instructions for transmission to a cart-marking system computer at said baking facility, said cart-marking system computer using said third set of instructions to generate an identification mark to be placed on said cart.

21. The method of claim 20, wherein said identification mark includes information indicating one or more members selected from the group consisting of the number of bread packages to be placed on said cart, the type of bread product to be placed on said cart, the brand of bread to be placed on said cart, and the retail destination for said cart.

22. The method of claim 21, wherein the identification mark is a bar code.

23. The method of claim 19, wherein, based on input data relating to production and demand, an onsite computer at the baking facility generates a fourth set of instructions reflecting the baking facility'"'"'s daily production and packaging schedule, and the operation of each of said bagging system and said coupon-targeting system is further based on said fourth set of instructions.

24. The method of claim 19, wherein, based on input data relating to production and demand, a baking facility central computer system generates a fourth set of instructions reflecting the baking facility'"'"'s daily production and packaging schedule, and the operation of each of said bagging system and said coupon-targeting system is further based on said fourth set of instructions.

25. The method of claim 19, wherein the promotional specifications are electronically transmitted from the client'"'"'s computer.

26. The method of claim 19, wherein the purchase-order information is transmitted from a route driver'"'"'s computer.

27. The method of claim 19, wherein the first set of instructions includes data to specify the wrapper to be used for bagging the bread product.

28. The method of claim 19, wherein said bread product is a member selected from the group consisting of sliced bread, unsliced bread, hamburger buns, hotdog buns, and tortillas.