Dynamic method and apparatus for direct marketing

• US 8,234,169 B2
• Filed: 06/03/2004
• Issued: 07/31/2012
• Est. Priority Date: 06/03/2004
• Status: Active Grant

• Current Assignee: Eileen A. Fraser
• Original Assignee: Eileen A. Fraser
• Inventors: Fraser, Eileen A.
• Primary Examiner(s): Alvarez, Raquel
• Application Number:
  US10/860,231
• Publication Number:
  US 20050273384A1
• Time in Patent Office: 2,980 Days
• Field of Search: 705/14.4, 705/14.41, 705/14.49, 705/14.53, 705/14.66, 705/14.67, 705/7.29, 705/7.31, 705/7.33, 455/415, 379/32.05, 379/69, 379/76, 379/88.2, 379/88.22
• US Class Current: 705/14.67
• CPC Class Codes: G06Q 10/00 Administration; Management
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0202 Market predictions or forecasting for commercial activities
• CPC Class Codes: G06Q 30/0204 Market segmentation
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0271 Personalized advertisement

Abstract

Method and apparatus for direct marketing comprising establishing a first communications link between a prospective customer using a device having a unique identification number and a communications device, automatically transmitting the unique identification number associated with the prospective customer'"'"'s device to the communications device, establishing a second communications link between the communication device and a computer operably connected to a tangible memory apparatus having a prospective customer database comprising prospective customer information associated with the unique identification number of the prospective customer'"'"'s device.

Claims

1. A method for direct marketing of a primary product or service with a prospective customer comprising:

(a) establishing a first communications link between a prospective customer using a device providing a unique identification number and a marketer'"'"'s communications device;

(b) automatically transmitting the unique identification number associated with the prospective customer'"'"'s device to the marketer'"'"'s communications device;

(c) establishing a second communications link between the marketer'"'"'s communications device and a marketer'"'"'s computer operably connected to a tangible memory apparatus having a prospective customer database comprising prospective customer information associated with the unique identification number of the prospective customer'"'"'s device;

(d) the marketer'"'"'s computer pulling in or developing a predictive modeling score or customer value, based on the prospective customer information;

(e) preparing and entering into a database a plurality of scripts targeted for prospective customers, based on a prospective customer'"'"'s modeling score or customer value and the primary product;

(f) the wording of said plurality of scripts differing based upon a prospective customer'"'"'s modeling score or customer value and the primary product;

(g) the marketer'"'"'s computer selecting, prior to the primary offering with the prospective customer, which script the marketer will use to communicate with the prospective customer based on the prospective customer'"'"'s modeling score or customer value and the primary product.

2. The method of claim 1 in which the unique identification number is a prospective customer telephone number, radio frequency identification number, television cable identification number or television satellite identification number.

3. The method of claim 1 in which the prospective customer information comprises one or more data points.

4. The method of claim 3 in which the communications device is located in a call center and the data points comprise prospective customer information collected from inside the call center or information collected from outside the call center, or both.

5. The method of claim 1 in which the information in the database determines subsequent marketing actions with the prospective customer.

6. The method of claim 5 in which the marketing actions determined by the database information includes one or more of;

which salesman is selected to handle the communication, priority handling, which offer is made to the prospective customer, which script is given to the salesman, which subsequent offers are made, which package inserts are sent, which delivery container is used, with method of delivery is used, and which advertising is sent to the prospective customer.

7. The method of claim 6 further including the step of billing the customer.

8. The method of claim 6 further including the step of analyzing the effectiveness of the advertising as a function of revenue received.

9. The method of claim 6 further including the step of analyzing the effectiveness of the advertising as a function of the number of first communication links established.

10. The method of claim 6 further including the step of analyzing the effectiveness of advertising as a function of the interaction between the prospective customer and the salesperson.

11. The method of claim 6 in which the value of the individual prospective customer influences the selection of the sales representative.

12. The method of direct marketing of claim 6 further including the step of analyzing the effectiveness of the advertising as a function of customer modeling score or customer value.

13. The method of claim 1 in which a salesperson is operating said marketer'"'"'s computer.

14. The method of claim 13 in which a particular salesperson is chosen, based upon the prospective customer information in the database.

15. The method of claim 13 including the step of updating the prospective customer activity database based upon the result of the salesperson'"'"'s interaction with the prospective customer.

16. The method of claim 15 in which the prospective customer'"'"'s modeling score is updated.

17. The method of claim 13 further including the step of analyzing the effectiveness of advertising and telemarketing expense as a function of the average revenue per interaction between prospective customers and salespersons.

18. The method of direct marketing of claim 13 in which the prospective customer'"'"'s modeling score or value determines how much time a salesperson spends communicating with the prospective customer.

19. The method of claim 1 in which the prospective customer contact initially comes from a land line, cell phone, video phone, fax, mail, e-mail or Internet communication.

20. The method of claim 1 in which the value of the individual prospective customer influences the priority order in which individual prospective customer'"'"'s call is answered.

21. The method of claim 1 in which the predictive modeling score identifies the prospective customer as high, medium or law value customer.

22. The method for marketing a primary product or service of claim 1 in which the prospective customer contacts a marketer advertising a product or service for sale or in which a marketer or a marketer'"'"'s representative contacts a prospective customer about a product or service for sale.

23. The method for marketing a primary offering of claim 1 in which a salesperson reads the script to the prospective customer.

24. The method of direct marketing of claim 1 in which the prospective customer modeling scores or customer value are visible on the computer.

25. The method of direct marketing of claim 1 in which the prospective customer is connected to a salesperson or an interactive voice response device.

26. The method of direct marketing of claim 1 in which the scripts further comprise the offering of supplemental secondary products or services, based on the prospective customer'"'"'s database information and the primary product.

27. The method of direct marketing of claim 1 in which the prospective customer'"'"'s modeling scores or customer value is reclassified during a communication, based on new information received during the communication.