WO2005116963A1

WO2005116963A1 - Advertising system

Info

Publication number: WO2005116963A1
Application number: PCT/PT2004/000019
Authority: WO
Inventors: Pedro Franco Monteiro; Alexandre Eduardo De Oliveira Pereira Valente; João Carlos Abelho CORAGEM
Original assignee: Ala Triangular Lda.
Priority date: 2004-05-28
Filing date: 2004-07-20
Publication date: 2005-12-08
Also published as: BRPI0418790A

Abstract

The present invention relates to an advertising system, of the multimedia solution type, aimed at increasing revenue at sales outlets. Its purpose is to create additional sales in shops ( places that sell products or services), using promotional or informative advertising spots. It is essentially characterised in that it consists of a box 1 made of metal or another stiff material, one or more interchangeable advertising frames 2 with a sticker to be attached to the front part of the box 1 and a monitor 3.

Description

DESCRIPTION

"ADVERTISING SYSTEM"

The present invention relates to an advertising system, of the multimedia solution type, aimed at increasing revenue at sales outlets. Its purpose is to create additional sales in shops (places that sell products or services) , using promotional or informative advertising spots .

This new system promotes and distinguishes brands, advertising them when the consumer enters the establishment where the advertised products can be bought, in particular when he is intent on making a purchase.

As the system allows for a wide range of articles to be advertised using multimedia, it makes it possible to reduce the number of posters displayed in shops, thus preventing the consumer's attention from being diverted.

It is intended for three basic uses:

• Shop windows

• Shop counters Shelf edge displays in large stores Prior art

At a sales outlet, everything now has a meaning - it is necessary to use every means available to assist the consumer in deciding on a purchase: colours, space, displays with images, sound and movement are some of the devices used to attract the consumer. Shops have ceased to be a place that simply sells products and they have acquired the function of a market, in the broadest sense of the word, where the store ambience now influences the decision to purchase and causes the consumer to remain in the sales outlet for a longer period of time.

For this purpose, prior art contains a wide variety of means for advertising products. Of particular note are documents DE 10109711, EP 1018720, EP 1284479 and WO 03090190.

Patent DE 10109711 relates to a communication device suitable as a sales aid for any product or for general publicity purposes, communicating with people verbally and optically. It takes the form of a label of arbitrary size and design and is fixed to an object offered for sale or in its vicinity. It contains all necessary electronic components, such as computer, memory, current supply by photovoltaic or energy accumulator and has an additional usage as a dictation apparatus. The label also contains a movement indicator, loudspeaker, optical display, such as a light diode, but also a camera, additional sensors and transmitter/receiver. It is capable of communicating with a potential buyer in whispered tones, but can also speak loudly.

Patent EP 1018720 relates to a presentation system with a freestanding frame, within which is a processor module with a graphics board and a video board. At the top of the frame is a loudspeaker and a touch screen which allows functions to be selected. A glass panel is used for advertising information. Output is generated to a screen projector.

Patent EP 1284479 relates to a device for presentation of publicity and advertising information, which has an integrated transmission/reception device for exchange of electronic data over a short-range wireless connection with a mobile transmission/reception device of the potentially interested parties.

Finally, patent WO 03090190 relates to an apparatus to display dynamically changing visual information, primarily for publicity purposes, comprising a primary information- carrying surface arranged in a fixed way in a first plane and a secondary information-carrying surface arranged in a moveable way in at least one further plane and associated with a driving mechanism, wherein the secondary information-carrying surface is an infinite foil guided moveably on a forced trajectory, upon which at least one pattern providing visual modification to the information on the first plane is applied.

As can be seen, prior art uses existing technology but discloses systems that are rather complicated with a complex composition.

This new invention is intended to make use of certain of the existing technologies, some of which are already used per se, in order to create a new advertising system which makes use of the available resources and at the same time is simple to manufacture and operate.

According to leading authors, impulse buying occurs when the consumer feels a sudden and often powerful and persistent urge to purchase something immediately, even if he had not planned to beforehand, when the consequences of the purchase are temporarily ignored.

Research has shown that consumers spend an average of 14% more than they were planning to at sales outlets.

It has also been found that the purchase decision rate at sales outlets averages 80% with regard to the brands and products that the consumer eventually chooses.

It may be concluded that marketing experts are able to influence shoppers by means of adequate communication, which arouses in particular their sense of sight, in view of the fact that 81% of the consumer's perception is visual .

These studies, combined with other major research, have determined that a significant part of investment in brand marketing has been diverted from the traditional media to non-conventional advertising media, with strong emphasis on the sales outlet, where the phenomenon of impulse buying is more obvious.

It is here too, in the final analysis that every endeavour must be made to distinguish between brands.

Summary of the invention

On the basis of these studies, the applicants have ascertained that clients require innovative equipment, which on the one hand leads the consumer to buy on impulse, and on the other hand clearly distinguishes the brand at the sales outlet.

Since the use of displays at sales outlets is widespread, by virtue of their proven effectiveness, we have always believed that in line with this philosophy it would be possible to improve their effects and interact more extensively with the consumer.

The traditional displays, although they use multiple and original creations, have an insurmountable problem in view of the fact that they are static: either they do not interact with consumers or they interact indirectly, causing them to become accustomed to seeing the displays or to tire of them after a certain period of time.

In this context, the following question arises: how can I make my products stand out at the sales outlet from competitors' products?

With the system of this invention, it is possible to create a dynamic advertisement at the sales outlet. In fact, the solution found by the applicants was the creation of an elegant and innovative piece of equipment, which can be reused in new product launches and campaigns. Its biggest advantage is that it breaks away from the static version and interacts directly with the consumer. We have created a display with images, sound and movement which, when strategically positioned in the sales outlet, is an irresistible focus for impulse buying, distinguishing the brand in an innovative and provenly effective way.

The equipment has the following simple and efficient features:

Production, fitting, assembly and dismantlement; It can be moved around within the sales outlet; It makes the shop itself more attractive; It reduces the number of posters displayed in shops, thus preventing the consumer's attention from being diverted; The contents that are displayed provide entertainment and increase the amount of time that the consumer spends in the sales outlet; It can be reused over and over again for different campaigns or promotions; It makes use of all the marketing devised for conventional advertising means - television, radio and newspapers - and it also allows for the production of contents that are specific to this type of equipment, namely for follow-ups to previous campaigns and future campaigns for the product ; What really makes it different in aesthetic and visual terms are the various parts for visual communication, which can be easily inserted and combined in numerous ways with the contents that are to be used in each campaign; the equipment can even radically change the image that is intended to be conveyed at each moment, thus preventing the phenomenon of consumers becoming accustomed to seeing the displays or even tiring of them, by virtue of their constantly changing features.

Brief description of the drawings

In order to give a better understanding of the present invention, we attach hereto by way of a non- restrictive example a few drawings, which show its configuration. In the drawings:

Figure 1 shows a side elevation and cross-section of the box with the covering open; Figure 2 shows a rear and side perspective of the box; Figure 3 shows a rear and side perspective of the box with the covering open; Figure 4 shows a main elevation; Figure 5 shows a side elevation; Figure 6 shows a front view of the frame; and Figure 7 shows a perspective view of the frame represented in figure 6.

Detailed description of the invention

As may be observed, the object of the invention comprises a box 1 made of metal or another stiff material, one or more interchangeable advertising frames 2 with a sticker to be attached to the front part of the box 1 and a monitor 3. The box 1 has a covering with a locking system 5 which provides access to the inside of the monitor and of all the other components. The said box 1 has a rigid structure for supporting the monitor and the frame 2. For this purpose, it has a stand 6. The frame 2, as can be seen in figures 6 and 7, has a window with the same dimensions as the monitor 3 and it is attached to the box using adhesive means . This monitor 3 consists of the following elements (not shown in the drawings) :

• A movement sensor

• A glass screen protector

• A "Compact Flash" memory card reader

• Software for reproducing multimedia contents ("JPEG", and "MPEG" files)

• A video and audio input

• A video and audio output

• Two sound speakers

As can be seen from this advertising system, it is possible at the sales outlet to dynamically influence the potential buyer of products or services. In fact, the system of this invention interacts with the buyer from the moment he approaches it, showing him the features of the product or service by means of either static images inserted inside the frame 2 or short films (audio and video) shown on the monitor 3. The movement sensor situated inside the monitor 3 activates the process.

The fundamental features of the system are the following:

1. Customisable box with the colours of the brand image . 2. Frames that can be customised depending on the brand image or the products. 3. Capacity for quickly and easily changing the frames in order to publicise other products or services. 4. Movement sensor with two basic functions:

It permits interactivity with shoppers due to the fact that when it detects movement, a welcome greeting or any other type of message can be displayed for the customer. It is not necessary to switch the equipment on and off.

5. Colour monitor with sound (for showing films or advertising images) visible through an opening in the frame. This multimedia feature confers on the system a provenly effective way of communicating with the customer.

6. The Compact Flash card reader combined with the software for reproducing multimedia contents permits the quick and easy alteration of the advertising contents. It also makes it possible to advertise all the products and services of the brand at the same sales outlet.

7. Glass screen protector (unbreakable) to protect against any acts of vandalism, which can be cleaned using liquids or aggressive products.

Claims

1. Advertising system to be used at a sales outlet, characterised in that it consists of a box 1 made of metal or another stiff material, one or more interchangeable advertising frames .2 with a sticker to be attached to the front part of the box 1 and a monitor 3 which, once it has been activated by means of a movement sensor, can communicate with the potential buyer through audio and video messages suggesting the option of purchasing a particular product or service.

2. Advertising system according to the previous claim, characterised in that each box can be combined with a frame 2 having a window that makes it possible to view the monitor 3, said frame containing static images of a particular product or service.

3. Advertising system according to the previous claims characterised in that the frames are interchangeable .

4. Advertising system according to claim 1, characterised in that the monitor 3 has a movement sensor, a glass screen protector, a "Compact Flash" memory card reader, software for reproducing multimedia contents ("JPEG" and "MPEG" files), a video and audio input, a video and audio output and two sound speakers .

5. Advertising system according to claim 1, characterised in that it is activated/deactivated by the movement sensor which detects the presence of a potential buyer of the product or service on sale.

6. Advertising system according to claim 1, characterised in that the box 1 is equipped with a lockable covering 4 which makes it possible to store inside all the components of the system.